Tim O'Connor announced the formal launch of his marketing and strategy consulting group, Tim O'Connor & Associates, specializing in the fresh food industry.

"Food marketing is a highly competitive and all too often commoditized business," he said in a Feb. 4 press release. "Knowing who your target consumer is and how to connect your products with them is more important than ever before. Tim O'ConnorOur expertise in these areas will enable us to provide our clients with marketing strategies and initiatives that can change the game — and deliver results."

The newly formed consulting group offers services that include the following:

• Strategy development to help clients identify the drivers of long-term value creation and make the critical choices to implement them.
• Identification of unmet needs and positioning of new offerings, or repositioning current offerings, in high-potential white space to gain traction and deliver sizable rewards.
• Unique and customized communications that break through to truly propel product sales rather than "me-too" executions of the tactic du jour that frequently are only more noise in a sea of sameness.
• Retail- and shopper-marketing initiatives and partnership programs that connect with consumers.
• Analytical review of clients' current situation and products, with insights and recommendations for future strategy, marketing programs, and products.

O'Connor has enlisted a network of all-star associates with extensive experience in fresh food marketing, consumer research and packaging, from which he will draw on uniquely depending on each client's individual business needs.

This business model creates the utmost efficiency for clients, minimizing day-to-day overhead while enabling the deepest marketing bench strength available in the fresh food industry.

"My vision for this consultancy is to exceed client expectations by looking beyond the limitations of the traditional fresh food marketing playbook and designing a strategic, innovative new game plan grounded in consumer and retail insights," O'Connor added in the press release. "I am excited to launch this business and inspired about this phase of my career."

O'Connor's career spans 24 years as a fresh food marketing executive. Prior to starting his consulting group, he was selected as the initial chief executive officer of Avocados From Mexico. Before being recruited by AFM, he served as president and CEO of the U.S. Potato Board for 14 years, providing strategic leadership to the USPB's award-winning marketing programs.

Prior to being recruited by the USPB, he was Executive Vice President/CEO of the Illinois Beef Association for 12 years, where he was part of the teams that launched the "Beef. It's What's for Dinner" campaign and opened the Japanese market for U.S. beef exports.

O'Connor's experience includes advertising, public relations, international marketing, category management, new product development, packaging, issues management and consumer research.

O'Connor received bachelor's degree in agriculture from Western Illinois University, an MBA from the University of Illinois and has completed the Harvard Graduate School of Business Competition & Strategy Program.