(Nov. 4) MINNEAPOLIS — Don Goodwin, who in less than two years helped create more than 100 stock-keeping units for the Green Giant Fresh brand, has left his post with the label’s marketing firm.

In late October, Goodwin ended his stint as chief operating officer at The Sholl Group II, where he started in April 2003. The firm owns licensing rights to Green Giant Fresh.


Goodwin has announced the creation of his own sales and marketing company, which in early November was in early stages of development. The unnamed firm will be based in Minnetrista.

Goodwin said his organization would represent three to five produce companies, one of which he expected to sign a contract with Nov. 10. He declined to release the names of potential clients or their products.

In addition to sales and marketing, the company will take on consulting projects with additional produce shippers, Goodwin said. Though the focus will be on representing suppliers, he said he would be open to special projects with retailers.

“It’s been a dream of mine for better than 10 years to own my own business,” Goodwin said.

Goodwin said his company would focus on branding and would take a consumer-based approach to sales.

“We used to do a lot of sales in our industry based on relationships, and now people are looking for more services and more understanding of the consumer,” he said.


At the Sholl Group II, Goodwin said he signed new growers and introduced several Green Giant product lines, including mushrooms, apples, pears, cherries, grapes, stone fruit and greens. He said he also helped expand the company’s value-added business.

The Green Giant Fresh brand has boosted its product line to more than 200 stock-keeping units since Goodwin started at Sholl in 2003, when more than 100 units were sold under the label.

Goodwin described his departure from the Sholl Group as an “amicable separation.”

“I respect them as a company, and I’m a huge believer in that brand,” he said.

Sholl Group president Jeff Sholl did not return phone calls for comment.

Sholl exec forms own marketing firm