JORGE GOTUZZO
INNOVATIONS, SUSTAINABILITY
AND THE FOOD CRISIS IN 2050

Multilingual, multi-cultural builder of international brands, Jorge Gotuzzo has digitally transformed Pace International—and offers his insights to avert the food crises in 2050.

A thought leader and innovator, our colleague, Jorge Gotuzzo embraces technology in an industry that’s been slow to digitize: produce. He’s traveled extensively, lived in multiple countries, and managed diverse food-related brands around the globe, always focused on sustainability and shared responsibility. Since 2014, he has been applying his skills as Global Marketing Director at Pace International, the world’s leader in post-harvest produce solutions, in order to do his part to help prevent a global food shortage.

Pace International is a subsidiary of Valent BioSciences Corporation (of Sumitomo Chemical Company) and the leading provider of postharvest solutions for produce, Pace International works to improve the quality of fruits and vegetables through innovative solutions and services.

I recently connected with Jorge to discuss food production in today’s world, and how we can avoid world hunger in 2050.

Mary Olson

You’ve said that the world is in danger of running out of food, and I believe you, since you understand today’s food production systems better than anyone I know. I wanted to dive into root causes.

For example, we Americans have been conditioned to select fruits and vegetables that appear cosmetically perfect. How might that impact us in the decades to come?

Jorge Gotuzzo

According to the Food and Agriculture Organization of the United Nations (FAO), when you measure all produce from harvest to consumer usage, more than 45% of all fruits and vegetables go unused. That is almost half our global production!

7 billion people are alive today. By 2050, that number is expected to reach 9 billion. The question isn’t just how we produce more food to feed the growing population, but how we reduce overall waste. The looming crisis requires both food production innovations and changes in consumer behavior.

We must do much better. Imagine if the discarded product can get distributed to food programs in poor communities, rather than going straight to landfill? Imagine replacing processed snacks at schools with healthy and nutritious food, made from fruits and vegetables that would otherwise be thrown out. Just these things alone would be game changing.

Earthquake devastation in Haiti. Alltech 2010

Mary Olson

Haiti is the poorest country in the Western hemisphere. It was devastated by a 2010 earthquake, which killed more than 160,000 and displaced 1.6 million people.

At the time, you were with Alltech—and living in Port-au-Prince. For a decade, you managed marketing initiatives in dairy, beef, and aquaculture on behalf of this global biotech company working to boost the health of plants and animals using nature and science.

After the earthquake, you led the Sustainable Haiti Project, and Alltech adopted a small school. What can you tell us about your experience there? How did the widespread devastation affect your views on humanity, corporate philanthropy, and the need for sustainability?

Gotuzzo, speaking of his mission in founding the Sustainable Haiti Project.

Jorge Gotuzzo:

While at Alltech, I was able to spend three months working with Haitian children and helped develop a sustainable coffee project. After the earthquake, Alltech adopted a small school to resume education—in spite of the widespread devastation. All of these experiences were life altering for me.

At that time, the company was the title sponsor of the World Equestrian Games (WEG2010) and our dream was to put together a children’s choir and to bring it to the U.S. for the opening ceremony performance. We wanted to show Haiti to the world through these beautiful little voices—and raise awareness about the recovery efforts.

Three months later, in time for start of the games, I found myself in Lexington, Kentucky with 26 children, two teachers, and one Catholic nun. That experience changed my life forever and helped me understand how lucky we are and how grateful we should be every day we’re alive.

Mary Olson

That’s beautiful, and very inspiring.

Data allows us to listen, engage, communicate, and act faster—and with greater accuracy. But the food industry’s been slow to adopt it—and embrace the digital advances available today.

You recently led a holistic online rebranding effort—and introduced an innovative digital product catalog that stands out as a “first” among all Sumitomo Chemical companies. How did you help Pace International break the mold of slow adoption?

Jorge Gotuzzo

Culturally, Pace International is all about innovation and technology. We are always looking for new ways of supporting our customers, their consumers, and the industry overall.

But there was a disconnect between our digital efforts and the day-to-day business. The digital experience we offered the customer was falling behind—and causing the company as a whole to miss out on our best opportunity to engage. To stay current, we had to step up our game and create a digital face-lift. We committed to this—and elevated the entire brand experience.

I enjoy operating in an ever-increasing complex digital realm. I look forward to putting my energies toward innovations that sustain the world and meet people’s needs. It’s a win for me, a win for my company, and a win for society. I hope.
________________________________________________________

Feel free to connect with Mary Olson or Jorge Gotuzzo for further information.

Mary Olson
Email: maryolson@maryolson.biz
Phone: 917.656.1856
Blog: maryolson.biz/blog
LinkedIn: linkedin.com/in/maryolsonbiz
Twitter: https://twitter.com/maryolsonbiz

Jorge Gotuzzo
Email: jgotuzzo@gmail.com
LinkedIn: https://www.linkedin.com/in/jorgegotuzzo
Twitter: https://twitter.com/Gotu10

Links:
Pace International Website
Wikipedia – Haiti Earthquake
Food and Agriculture Organization of the United Nations

REMARKABLE PEOPLE 2015
INSIDE MARKETING WITH LIZ NIGHTINGALE

My interview series, REMARKABLE PEOPLE 2015 includes experts in technology, the arts, marketing, and social good. It is an exciting group of creative thought leaders and enlightened personalities. Some are extraordinary examples of social responsibility; others are creating game-changing paradigm shifts in their market segments.

I recently had a chance to speak with Liz Nightingale, the ultimate expert in relationship marketing.

You can trace Liz’s marketing mindset to every touch-point of a brand experience. I mean, personally and emotionally direct to people.

It doesn’t matter if the market segment is B2C or trade. In the end, it’s people who respond to her remarkable marketing touch. A quick look into her magical toolkit reveals strategic planning, PR, advertising, brand marketing, emotional branding and brand experience.

Philosophies, processes and creativity are the driving elements of Liz Nightingale’s world of marketing. Although she has been the ultimate leader in luxury marketing from legendary brands to global influences, everything is about building and valuing relationships.

I asked Liz recently, “You are at the top of your game. Every brand you touch increases by double digits. What’s next?” She replied, “I envision opportunities to collaborate at the C-suite level with business visionaries who understand the value of relationships. Marketing has never been as competitive as it is today. But it is not just about appreciating how to simplify complexity or creating and managing data, but about understanding and creating a relationship with your market on a personal basis.”

Liz is the ultimate example of a professional who integrates a love of relationships with digital technologies.

A deep look into Nightingale’s world and you find a master strategist who loves creating world-class brands and building lasting relationships with customers—With digital data.

I mentioned the widely held belief in the marketing world that what you knew two years ago is no longer true today. Nightingale dispelled that notion with a twist when I asked, “What do you think about the impact of technology on C-suite marketing careerists?”

She said, “It is likely that the CMO role shortly will transition to the Chief Marketing Technologist. But, remember, CMT’s need interpersonal skills and a deep and authentic respect for people. Process-wise, relating to people won’t change.”

Liz Nightingale Profile (PDF)

Liz Nightingale on LinkedIn