Accomplished Marketer to Spearhead Brand Strategy for America’s Leading Organic Winery
Mendocino County, Calif. November 1, 2024 – Bonterra Organic Estates, the leading organic winery in the United States, today announced the appointment of Kate Herbert as Senior Director of Marketing for the Bonterra portfolio. Utilizing consumer, customer and channel insights, Herbert will develop and execute marketing strategies for an expansive range of organically farmed wines in the super premium to luxury categories, including Bonterra, the Bonterra Estate Collection and the Single Vineyard Collection, anchored by The Butler, The McNab and The Roost.
A seasoned marketer, Herbert brings to the Bonterra team a wealth of expertise growing notable consumer brands in the snack, natural and organic food, and pet categories. Herbert joins Bonterra from General Mills, where she led integrated marketing communications across Paid, Owned and Earned media for a $1B+ portfolio of snack brands, including Nature Valley, Lärabar and Fiber One. In this role, Herbert orchestrated innovation launches, steered omnichannel strategy and advocated to embed sustainability efforts into the brands’ business model and communications efforts.
“Kate has a proven track record as an innovative collaborator who turns data-driven insights into brand success,” said Rachel Newman, SVP of Marketing and Impact for Bonterra Organic Estates. “Her personal passion for organic practices aligns beautifully with the Bonterra ethos, making her the ideal leader to drive our purpose-focused brand forward.”
Prior to her most recent role at General Mills, Herbert led brand experience initiatives for the company’s natural and organic brands, including Annie’s, Epic Provisions and Cascadian Farm, with a clear emphasis on the triple bottom line: people, planet, profit.
“My passion for marketing and brand building began to intersect with regenerative and organic practices while working in the natural food space,” said Herbert. “That convergence sparked a strong desire to work with brands—like Bonterra Organic Estates—that champion a deeper purpose.”
Earlier in her career, Herbert held roles of increasing responsibility at J.M. Smucker Co., including developing marketing plans across a robust portfolio of pet food and treats, including Milk-Bone, Meow Mix and Natural Balance, and developing creative strategy and advertising for iconic brands like Jif, Dunkin’ Donuts, Folgers and Smuckers. Herbert previously spent more than a decade on the agency side, managing notable CPG accounts, including E. & J. Gallo Winery, Blue Moon Brewing Company and Dr. Pepper Snapple Group.
Kate holds a bachelor’s degree in Communications from Chapman University and is a longtime resident of Northern California’s wine country.
“The transformation of the vineyards marks the changing of the seasons for me, so Bonterra feels like the perfect place to forge the next phase of my career,” said Herbert. “I’m thrilled to engage more consumers with a range of wines that taste great in the glass and reflect the pure quality of organic farming.”
About Bonterra Organic Estates
Bonterra Organic Estates is an award-winning purveyor of multi-origin wines, selling in more than 50 countries worldwide. Founded by Barney Fetzer in Mendocino County, CA, in 1968 as Fetzer Vineyards, and today part of global powerhouse Viña Concha y Toro, Bonterra Organic Estates remains driven by excellence, innovation, and longstanding commitments to the environment and responsible business practices. With a focus on crafting wines made from organic and Regenerative Organic Certified® grapes, Bonterra Organic Estates is a leading U.S. marketer of wines and the nation’s primary importer of South American wines. As a B Corp certified company, Bonterra Organic Estates is grounded in the transformational goals of regenerative business. For more information about Bonterra Organic Estates and its commitment to sustainability, visit bonterra.com.
