Organic snack brand Nature’s Path has named CPG vet Raj Joshi as its first CMO.

A seasoned marketer with brand-building and food innovation experience, Joshi will spearhead strategic marketing initiatives to build Nature’s Path’s North America market presence, while reinforcing the B.C. company’s commitment to making organic foods more accessible.

Joshi will focus on deepening consumer connections, expanding market reach in the U.S., leading the R&D organization and driving sustained growth for Nature’s Path’s portfolio of breakfast, baking and snack brands. He will be based out of Sacramento.

Prior to joining Nature’s Path, Joshi spent eight years at Blue Diamond Growers, the farmer-owned cooperative, almond marketer, processor and maker of Almond Breeze, where he most recently served as the chief growth officer. Joshi also had an 18-year career at the Kellogg Company as a former GM and marketing vice president.

“As a family-run company deeply committed to our triple bottom line approach, Nature’s Path is gaining an industry powerhouse in [Joshi] so we can continue sharing our promise to leave the earth better than we found it through an integrated marketing approach,” says Arjan Stephens, president of Nature’s Path, which manufactures brands such as Que Pasa and Love Child.

“We look forward to not only expanding our North American presence, but also creating impactful marketing campaigns and exciting innovations that will reach consumers looking for delicious, high-quality organic foods,” Stephens says.