Jonathan Tofel

Background

About Jonathan Tofel

Jonathan Tofel is the Founder and CEO of Mission Field, a global innovation, strategy & insights consultancy. Mission Field has 3X made the Financial Times America's Fastest-Growing Companies and INC lists. For more than two decades, Jonathan has been a CPG entrepreneur at the forefront of innovation in Fortune 500 CPG companies working across more than two dozen categories. Tofel has worked with clients in the United States, Europe, Latin America, Middle East, and Asia to develop of unique product ideas. In addition, he has formulated, built and tested more than 200 innovations. His clients have included a who's who of CPGs, including: • PepsiCo (Inc. Frito-Lay, Quaker), Clorox, Kraft-Heinz, Tropicana Brands Group, Kellogg's, Mondelez, General Mills, Heineken, Keurig Dr. Pepper, McCain Foods and many more. Before founding Mission Field, Tofel worked in marketing and innovation and as an out-of-house entrepreneur in P&G and Clorox and the disruptive CPG startup OxiClean. The latter he helped drive from 20 million dollars to a quarter of a billion. As a result of his unique depth and breadth of experience, Jonathan developed an entrepreneurial model for CPG innovation that addresses the pain points and challenges that Fortune 500 manufacturers face today. Tofel and his team have forged a process that takes the typical corporate product innovation cycle from 3-5 years to as little as 9 months. Jonathan has spoken and written for a variety of industry outlets, including Future Food-Tech, Marketing Research Association, Insight Association, Startup Week, Medium - and is a column writer on the topic of innovation for INC.com His latest project is co-author of the new book Fire in the Machine: Driving Entrepreneurial Innovation in Large Organizations. The book outlines the proprietary EMBR model Jonathan designed to show large organizations how to achieve entrepreneurial startups' agility and disciplined risk management. Jonathan holds an MBA in Marketing and Entrepreneurship from the Leeds School of Business at the University of Colorado, Boulder. Specialties: new product innovation, innovation strategy, pipeline development, entrepreneurial strategy, R&D development, small scale production, transactional testing, disruptive ideation, qual and quant insight work, corporate leadership and more.