By News Release

ANTRIM — A resident of Antrim and a longtime outdoor industry executive, Jeanmarie White, has been named as general manager of UST Brands, a Jacksonville, FL division of American Outdoor Brands.  White previously worked for Eastern Mountain Sports, W.S. Badger Company, and Essential Gear, and has worked in the outdoor industry for over 30 years.

Jeana White, started in the Peterborough EMS store as an assistant manager, later became a buyer, and then a merchandise director for the company.    White has most recently served as executive vice president for UST Brands, heading product development, key account sales and marketing for the rapidly growing company.   Ultimate Survival Technologies, or UST Brands, markets LED lighting, outdoor tools, camping accessories, and survival tools for the camping, marine, hardware, emergency preparedness and hunting and fishing markets.   UST products are sold in both specialty retailers like LL Bean as well as large retailers like WalMart and Dick’s Sporting Goods.

In her new role as general manager, White will be responsible  for the business unit, including day-to-day operations, as well as the implementation of strategic initiatives and business development activities. operations of the Jacksonville, FL offices.

“One of my strengths is building effective teams and empowering them,” White said.  “I can’t be successful unless I have talented, hard working people around me.   We have those people at UST Brands,”  she said.

In one of the biggest outdoor industry mergers of 2016, UST Brands, a family-owned company since 1937, was acquired by Battenfeld Technologies, Inc. in October 2016.    The company has 85 employees, and can be found on the web at

Jeana White will split her time between New Hampshire and Jacksonville, FL.