- The Washington Times - Sunday, December 21, 2003

Christopher P. Krese is promoting the benefits of frozen foods as a head spokesman for the American Frozen Food Institute, a McLean trade group for 508 food-processing companies.

Mr. Krese, 32, rejoined the institute as senior vice president for industry affairs, overseeing the institute’s communications, convention and meeting areas, and membership activities.

He first signed on with the institute in 1997 and worked in the organization’s communications department for almost two years.

“This time around, it’s a little different. My role is more connecting the dots or points of integration so that all our functions are fully used,” he said.

Mr. Krese said he is emphasizing the use of frozen food at food-service companies and restaurants.

He says his biggest challenge is finding ways to make membership appealing to food companies that have been cutting their budgets.

“That’s probably the biggest challenge for anyone in the trade association industry: trying to add value-oriented services that make members want to recommit,” he said.

Mr. Krese, who has spent the bulk of his career at trade associations, said he jumped at the chance to work with the institute again.

“I’ve really discovered that I love working with trade associations and find their role very interesting in the Washington community,” he said.

Mr. Krese most recently worked as a senior vice president at Xenophon Strategies, a D.C. communications firm, where he established a food-industry practice.

Before that, he was the senior vice president for marketing and communications at the National Restaurant Association, a D.C. trade group, where he worked after his first stint with the institute.

Leslie G. Sarasin, president and chief executive officer who hired Mr. Krese for his first job at the institute, rehired him because of his experience with other trade associations.

“I worked with Chris when he was first here, and I think the wonderful opportunities that took him away have strengthened his skills to make him a real asset for the company,” she said.

Mrs. Sarasin said Mr. Krese will be vital in steering the trade association’s interests into industry affairs after the group has focused primarily on public-policy issues in the past few years.

Mr. Krese lives in Alexandria with his wife, Jenny, and their daughter.

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