Crowbar Marketing

Pete Healy has developed and led brand-marketing programs noted internationally for their innovation and dynamic engagement with consumers.  At Perfetti Van Melle USA, maker and distributor of Mentos(R) mints and AirHeads(R) candies, Pete guided his marketing team in building vibrant new programs that used an integrated mix of media and promotions to create a new generation of Mentos and AirHeads fans.  This paid off spectacularly in the "Mentos Geyser craze" that marked popular culture and media in the U.S. and globally in 2006, as well as in the online "Mentos Intern" that garnered international kudos for the brand in the summer of 2007.

Pete joined Perfetti after concluding a 16-year career at Jelly Belly Candy Company, where his responsibilities grew from management of the famous candy manufacturer's International Sales department to his last position as vice president of marketing.  Pete built an in-house marketing team for Jelly Belly(R) that developed and brought to market new advertising and promotional campaigns, new packaging and merchandising programs, and several major product launches, including JBz(R) chocolate candies and Sport Beans(R).

Before joining Jelly Belly in 1989, Pete served as vice president of Trade Pacific International in San Leandro, California.  There he advised American producers of food and beverage products on entering and building their brands and business in international markets.  Prior to that, Pete worked for a branch of the Mitsui group of companies, where he consulted to a broad range of American manufacturers on international logistics, export licensing and international payment methods.  During this time, Pete's language skills in Japanese and his experience doing business across cultures brought more than $20 million in additional revenue to his clients.

Pete has taught classes on marketing and international business at the University of California Berkeley Extension program and for executive seminars, and he regularly speaks at marketing and trade conferences.  Pete currently heads Crowbar Marketing, specializing in strategic brand development in the Food and Beverage industries, and he is an active member of the Cincinnati chapter of the American Marketing Association and the Cincinnati Advertising Club.  Pete lives in Northern Kentucky with his wife, Pauline, and their all-too-smart Miniature Schnauzer, Murphy.

Mentos(R) and AirHeads(R) are Registered TMs of Perfetti Van Melle BV.

Jelly Belly(R), JBz(R), and Sport Beans(R) are Registered TMs of Jelly Belly Candy Company.