Leadership

Sarah Johnson

After a career working for travel brands Universal Studios and TUI, Sarah launched marketing agency, LOTUS.

With a client portfolio including travel, food, drink and agriculture, in 2022 the agency boasted a broad portfolio of global clients, a team of 25 marketing professionals and was award winning across multiple sectors. At this point the business was acquired by independent consumer agency W Communications and continues to be a market leader in travel and hospitality.

During her time at LOTUS Sarah had client responsibility for the agriculture, food and drink client portfolio. She led the marketing strategy for ASMI in Northern Europe for ten years. The brief included wide ranging campaigns across the UK, Netherlands and Scandinavia including consumer marketing, PR and events, B2B activations included retail and food service promotions. Sarah led trade and consumer activations for the Oregon Wine board a point when the Oregon wine makers were able to export wines to the UK after a four-year hiatus.

In the face of negative UK perception of foods from the US, on behalf of FAS in London, Sarah led the creation of a consumer brand for US products, creating a social media strategy, writing and launching a recipe book and promoting both through a series of press and trade events.

Green Hill Band was launched in 2022. A nimble agency, clients have the benefit of senior team expertise with campaigns executed by sector professionals around the world. We have the pride and professionalism to be a reliable resource for business development.

Current client experience includes:

• Lentils.org – With a brief to develop understanding and usability of lentils in the public sector, the brief focuses on the healthcare and education sectors, building a programme of training and promotion for chef teams. Work includes membership of the leading trade organisations, trade shows, and building a network of ambassadors across the sector.
• American Softwoods – Running the marketing strategy for American Softwoods across Europe, Middle East and North Africa. Work includes a programme of trade shows, partnerships and B2B press campaigns with recent activations in UK, France, Germany, Dubai, India, Egypt, Saudi Arabia, and Algeria.

Alexa Tonkovich

Alexa Tonkovich has 15 years of experience working with the USDA cooperator community and has specialized in market development throughout her career.

Alexa spent nearly a decade with the Alaska Seafood Marketing Institute (ASMI), as Executive Director she was responsible for promoting the Alaska brand in more than 30 global markets. Alexa led the organization's market development work through Emerging Markets Program (EMP) and Global Broad-Based Initiatives (GBI) in Southeast Asia, Africa, and South America.

Alexa has worked as an in-market representative for USDA cooperator groups like the Oregon Wine Board and the U.S. Dry Bean Council, covering the UK, EU, and MENA regions.

Now an independent consultant, Alexa provides strategic planning, comprehensive trade servicing, and marketing and communications expertise for food & beverage and agricultural sectors. Well versed in working with public and private sectors, as well as public-private partnerships. In the USDA world, Alexa is experienced running programs using MAP, ATP, RAPP, EMP, and QSP funds.

A passion for emerging market development, Alexa manages EMP and RAPP projects for clients like the U.S. Dry Bean Council, ASMI, National Association of State Departments of Agriculture (NASDA), California Almonds, U.S. Dairy Export Council, and more. Current projects span North Africa, West Africa, Kenya, Indonesia, the Philippines, and Brazil.

Alexa completed her Master of International Business from Regent's University in London, UK. She graduated with distinction in July 2020 having completed dissertation research on foreign direct investment (FDI) in Africa. Alexa earned her Bachelor of Arts in Asian Studies from Colgate University in Hamilton, New York.