Timothy L. O’Connor

Timothy L. O'Connor



Tim’s consulting expertise in fresh food strategy and marketing has been developed from a convergence of learnings and insights acquired throughout his 25 years of innovative leadership as a fresh food marketing CEO. He develops strategy and marketing programs for clients based on understanding their business environment and a detailed analysis of retail and consumer research, to identify the opportunities with the greatest upside potential to connect their brands and products with consumers and identify the drivers of long-term value creation.  He delivers customized communications strategies that break through to propel product sales, identifies unmet needs and positions new products, or repositions current products, in high-potential white space to gain traction, and advises and assists clients in strategic partnership, merger and acquisition deals to enhance their business. 

Prior to starting his consulting group, he was selected as the initial CEO of Avocados From Mexico. Before being recruited by AFM, he served as President and CEO of the United States 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 US beef exports.

Tim received a B.S. in agriculture from Western Illinois University; an M.B.A. from the University of Illinois; and has completed the Harvard Graduate School of Business Competition and Strategy Program.

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