September 9, 2013
The Non-GMO Project welcomes Caroline Kinsman to the team as the new Communications Manager. In this role, Caroline will provide information to media contacts, support marketing and awareness campaigns during national Non-GMO Month events (October), and launch new platforms for consumer education and engagement.
Caroline joins the team at a critical point of growth for the Non-GMO Project. National efforts are gaining momentum around consumers’ right to know and mandatory labeling legislation. Media attention focuses on the Project’s expert voice as the only North American source for third-party verification and labeling for non-GMO food and products.
As the Communications Manager, Caroline will focus on disseminating honest information and timely data. Her dedication to sustainable food systems is coupled with with an extensive background in marketing and public relations.
Below is a Q&A to help you get to know Caroline.
What interests you about working with the Non-GMO Project- what about this opportunity caught your attention?
I’m thrilled to be able to say I have the coolest job in Bellingham. I love my career in marketing and public relations and am delighted to be bringing those skills to an area I am so passionate about.
I was raised with the belief that healthy food should be accessible to all people; I still abide by that philosophy. I’ve learned through my career and community involvement that accessibility is more than simply having money to buy food at a grocery store. Other important factors include the need for high standards in food production and knowledge about food preparation. I believe in the Non-GMO Project because I can see how it contributes to these factors, from providing informed choice with labels to encouraging proper research to helping people learn to make delicious, healthy food with The Non-GMO Cookbook!
For a long time, I have paid attention to the topic of GMOs for myself and husband, my friends and family, and especially my two young daughters. Now as a full-time job, I get the pleasure of learning, sharing and being part of incredible change. That’s pretty powerful to me.
How do you think your prior experience will help you in working with the Non-GMO project?
If you had told me at 10 years old that the “experience” I was gaining by milking cows, hefting hay bails and birthing baby calves would later influence my career, I probably wouldn’t have believed it. The knowledge I gained about where food comes from is rooted deeply in me.
Today I come to the Non-GMO Project armed with a degree in Journalism / Public Relations, previous experience in media outlets, and nearly 15 years of media relations and marketing strategy. As modern media changes from single-source providers to citizen journalism, my skills have evolved into rapid, engaging and efficient information dissemination.
From working in the technology industry, I learned that adaptability is key and access to knowledge is powerful. Being able to market in a rapid-change environment required me to learn fast, translate quickly and engage brilliantly—or else risk losing a moment to make an impact. This skill is especially important with a complex topic like GMOs, where there’s such a need for simple, honest information.
I was fortunate to spend four years at Bellingham Whatcom County Tourism. Through that position and my volunteer work, I became privy to the incredible web of local resources that can exist in a single community. Across the country, community activism is the heart of the non-GMO movement, and I look forward to helping the Non-GMO Project play an even bigger role in that.
What is important to you about the work you will be doing with the Project?
I really appreciate the Non-GMO Project’s commitment to bringing all honest viewpoints into the conversation, and I look forward to supporting that. I plan to prioritize finding accurate, simple translations of complex ideas so that everyone can have useful and usable information. Looking at the big picture, I am so inspired by the opportunity to do work that supports increased accessibility of healthy and safe foods to all populations.