The Cranberry Marketing Committee (CMC) welcomes Thomas O’Guinn, Ph.D., as its newest public member.

O’Guinn is a consumer research expert and professor who earned doctorate, master’s and bachelor’s degrees in communications from University of Texas at Austin. He is the chair of the marketing department at the University of Wisconsin-Madison School of Business and also works as a research fellow for the Center for Brand and Product Management. He is an accomplished author, having published numerous works on a variety of consumer marketing topics, and has received multiple honors including the 2014 Journal of Consumer Research Long-Term Contribution Award.

“The industry is grateful to have someone of Thomas’s caliber joining us,” said CMC’s Executive Director Michelle Hogan. “His fresh perspective on the cranberry industry and extensive knowledge of consumer marketing will be a valuable addition to our program.”

As per its Federal Marketing Order, the CMC has one public member and one public alternate who do not represent an agricultural interest and shall not have a financial interest in, or be associated with the production, processing, financing, or marketing of cranberries. Public members are nominated by the committee and approved by the USDA Secretary. Public members serve two-year terms, which coincide with the term of office of industry members of the committee.