Shenandoah Valley Organic (SVO) announced on June 20 two new changes to its executive leadership team. Jefferson Heatwole’s new role is chief sales officer (CSO) and Dorothy Muszynska is the new chief marketing officer (CMO), both of which are effective immediately.

Heatwole started with SVO in 2014. Since then, he has worn many hats and is responsible for multiple SVO successes and milestones. He was the driving force behind the branded product sales strategy, Farmer Focus, and initiated the “fully-cooked” product development program. He led the company’s move from bulk product sales to predominantly retail sales. Over the last two years, he spearheaded the charge in doubling SVO’s sales.

In his new role, Heatwole will continue to lead the sales, supply chain, and customer service teams. Additionally, he will be heavily involved in new product and business development.

Dorothy Muszynska (Shenandoah Valley Organic)


Muszynska started a few weeks ago as CMO, a newly created position. She has over 15 years of marketing experience in the food industry. Her career has been a combination of classical marketing training and large company experience, along with navigating the entrepreneurial environment in working with smaller, family-owned and private equity-backed businesses.

During her career, Muszynska has created and implemented marketing plans, launched new brands into new channels, and worked with CEOs and boards of directors to define strategic direction and organizational identity. She’s worked in both retail and foodservice channels, leading cross-functional teams from concept creation to execution, delivering strong, sustainable revenue and profit gains.

The company stated that these executive leadership changes are a reflection of the company’s commitment to growth and investment in people.