Summary: Darren Mahaffy leads the global marketing efforts at Nature’s Path Organic Foods as the Vice President of Marketing. His goal is to convince consumers everywhere that choosing organic and healthful food doesn’t need to be a sacrifice on taste. Darren is using his extensive knowledge and experience in marketing consumer brands, having worked at companies such as Procter & Gamble and Gillette, to help Nature’s Path fulfill its vision of “Leaving the Earth Better Than We Found it”. In his time at Nature’s Path, Darren has led the marketing team to consistent share growth in the highly competitive RTE cereal, granola and kids cereal categories by driving trial and creating awareness of the Nature’s Path, Que Pasa and Envirokidz brands. His team has developed new TV advertising, raised the bar on consumer engagement in social media and launched great new products such as Qi’a Superfood Cereal and Bars, Gluten Free Granolas and Que Pasa Chips. Darren came to Nature’s Path from Weston Bakeries, a leading bakery company in Canada. During his tenure, the marketing team set a new bar for white bread nutrition, launching two products that are both healthy and delicious. His team received two Grand Prix awards in 2010 for their work on Gadoua MultiGo – Best in Bakery and Top Consumer Acceptance. He also contributed to the award winning promotional program behind the Wonder Bread Vancouver 2010 Winter Olympic Games promotions (winner of Global Best Temporary Display at the 2010 POPAI Awards). Prior to this, Darren worked at Gillette/P&G Canada, leading Personal Care businesses, where he was involved in the launches of Gillette Fusion Razors and Shave Preps, Tag Body Spray, Venus Embrace and Venus Breeze. Before Gillette, Darren spent several years at Campbell Soup, where he nationally launched Canada’s first aseptically packaged Ready to Eat soup called Gardennay, completed a modernization of Brand Campbell’s Ready to Eat soup packaging and helped to set the original Wellness vision for Campbell’s in Canada, and at Quaker/QTG where he managed advertising and promotions programs for Tropicana. He started his career at Procter & Gamble in Toronto, building brands including Crest, Pantene, Scope, Metamucil and Pepto-Bismol. Darren lives in South Surrey with his wife, daughter and son. He is an avid hockey fan, enjoys curling and loves a game of Trivial Pursuit.
