JPA 2018 Annual Meeting


Steve Battista
From sports business category underdog to athletic apparel disruptor, CLIO award-winning branding expert Steve Battista is best known for his creative brand storytelling that helped propel Under Armour from Maryland startup to global sports marketing powerhouse.

Steve’s gritty and compelling brand marketing, such as his award-winning “PROTECT THIS HOUSE,” “CLICK CLACK,” and “I WILL” campaigns, helped propel Under Armour’s rise to become “the sports brand of this generation and the next,” a distinction further substantiated through the company’s partnerships with some of the world’s most accomplished athletes. In 2018, Steve co-founded the brand Revtown, an online clothier featuring premium denim for a fraction of the cost of designer jeans.

Now, Steve reflects on lessons learned from Under Armour’s storied growth and his time helping launch other start-ups to offer actionable insights on growing your brand, constantly innovating and successfully connecting with consumers in the digital age.

John A. Cox, Jr., MBA
Financial Advisor, Moors & Cabot

John A. Cox, Jr. is a financial advisor working at Moors & Cabot in Winter Park, Florida. With over 23 years of experience, John specializes in corporate risk management, hedging risk through the use of futures and options.
Jeremy Crouse
PepsiCo/ Tropicana
Jeremy Crouse joined the Juice Products Association in 2015 and currently serves as Chair of the Food Chemistry Committee. Jeremy’s experiences with PepsiCo-Tropicana include juice chemistry analysis, product development and process engineering and is currently an Analytical Lab Manager for Citrus Research and Development at Tropicana Juices. Jeremy holds a Bachelor of Science degree in Microbiology and Cell Science from the University of Florida College of Agriculture and an MBA from the Colorado State University School of Business. Jeremy is a Certified Quality Engineer and a Lean Six Sigma Black Belt.

Martin J. Hahn, JD
Hogan Lovells US LLP
Using his background in food technology and his comprehensive understanding of the laws governing the food industry, Martin Hahn helps clients navigate through the countless regulatory and business issues impacting the industry from farm to table.

He recognizes the demands clients face and finds innovative and creative solutions, particularly when responding to observations raised by regulators during inspections. Whether the issue involves obtaining the authorization of a new food or dietary ingredient, complying with manufacturing requirements, labeling or advertising, product recalls or enforcement, Martin serves as an effective advisor and advocate.

Martin has handled almost every issue impacting the food industry. He has a comprehensive understanding of the laws affecting the labeling and advertising of foods, dietary supplements, infant formulas, medical foods and foods for special dietary use. He helps anticipate new trends and develops the data needed to distinguish a client's products from others on the market. Martin uses his understanding of science and technology in the food industry to provide assistance in obtaining regulatory authorizations to market new food ingredients, food packaging materials and dietary ingredients. He assists in responding to proposed regulations and draft guidance to keep clients informed on the latest trends in class action law suits to help anticipate new regulatory initiatives.

Paul I. Lewis, PhD
United States Department of Agriculture (USDA)
Dr. Paul Lewis is Director of the Standards Division at the U.S. Department of Agriculture’s (USDA’s) National Organic Program. As Director, Dr. Lewis manages the development of rules and regulations for the production, handling, labeling and enforcement of all USDA certified organic products. He is also responsible for managing the National List of Allowed and Prohibited Substances for organic agricultural production. Prior to joining USDA, Dr. Lewis held a variety of leadership positions at the U.S. Environmental Protection Agency, focusing on regulatory and environmental considerations addressing chemical safety and agricultural issues. Previously at the National Institutes of Health, he managed a program offering advice and policy concerning biosecurity considerations of life science research. He earned a PhD in Environmental Science from George Mason University, a Master of Public Administration from The George Washington University, an MS in Plant Pathology from Oklahoma State University and a BS in Plant Science from the University of Rhode Island.

Andrés Padilla, MBA
Senior Economic Analyst at Rabobank Brazil
Andrés Padilla is a senior economic analyst at Rabobank Brazil and is part of Rabobank’s Food and Agri Research Department (since 2012), covering beverages, dairy and the supply chain sectors. He has participated on many projects both in Latin America and internationally in various sectors, including orange juice, beer, dairy products, pulp and paper and logistics. He works with Rabobank’s commercial teams and has an active presence at industry events and in the press.

Before joining Rabobank, Andrés worked for eight years at Zenith International, acting as Director and Vice-president, leading market research and consultancy projects. Padilla has a Degree in Accounting and Administration from the University of Gloucestershire in the United Kingdom and an MBA in Finance from Insper in Sao Paulo.

Paul C. Rosenthal, JD
With more than 40 years of experience in international trade law and government relations, Paul C. Rosenthal is recognized as a leading trade attorney in the U.S. He has successfully represented U.S. producers in antidumping and countervailing duty cases in the U.S. and abroad regarding a wide range of products. He counsels industries on foreign market access issues and represents manufacturers and food producers in WTO dispute settlement proceedings. He also represents industry interests during multilateral trade negotiations and in trade-related policymaking at the federal level. A former Senate committee counsel, he has participated in hundreds of proceedings.
Mark W. Seetin, MS
U.S. Apple Association
Mark Seetin serves as Director, Regulatory and Industry Affairs for the U.S. Apple Association. His oversight responsibilities include regulatory and technical issues involving apple production and marketing, research, crop protection, food safety, exports, crop insurance and biotechnology.

Before joining USApple, Seetin served as Senior Vice President for Government Affairs for the American Stock Exchange (Amex). Prior to joining the Amex, he served as a consultant to the United States Department of Agriculture (USDA) and the United States Department of Energy (DOE) working on agriculture, renewable energy and environmental policy areas.

During the previous decade, he served as Vice President of Government Affairs for the New York Mercantile Exchange (NYMEX). NYMEX is the largest energy futures exchange in the world.

Prior to joining NYMEX, he served as Legislative Assistant to U.S. Senator Rudy Boschwitz, working in the areas of agriculture, banking and international trade.

Earlier, he held the position of Commissioner of Agriculture for the State of Minnesota. Mr. Seetin received a Bachelor of Science in Agronomy and Plant Genetics and a Master of Science degree in Plant Genetics from the University of Minnesota.

Mark Shields
National Political Commentator and Columnist
The Washington Post has called Mark Shields “a walking almanac of American politics” and The Wall Street Journal called Mark “the wittiest political journalist in America and, frequently, the most trenchant and fair-minded. 

His wit and wisdom come from forty years of knowing, covering and savoring the country and her politics.

His insights are first-hand and up-to-the-minute, disitilled from his own leadership posts in three presidential campaigns, attendance at 21 national party conventions – and from working in Washington through twelve U.S. Presidential elections.

Mark is an alumnus of the University of Notre Dame.  He served in the United States Marine Corps, and he promises to make us both laugh and think.