Pure Brazilian announces new CEO

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Pure Brazilian, a manufacturer of cold-pressed, high-pressure processed coconut water, has appointed Rob Paladino as its new CEO. Paladino joins the company following a two year term as CEO of WTRMLN WTR, a cold-pressed juice brand.

During his time as CEO of WTRMLN WTR, Paladino oversaw the brand’s record triple-digit growth. With his guidance, the brand reported 300 per cent growth last year, with a retail expansion to over 15,000 locations across the U.S. The company also secured a capital raise led by CAVU Venture Partners, as well as investment from Beyoncé.

Diego Garcia, founder of Pure Brazilian, told BevNet that this incredible feat is what led him to originally admire Garcia.

“Of all the new brands that popped out in the last four years in this whole sort of functional beverage wave, by far the one that there was a lot of excitement around was WTRMLN WTR,” he says. “If there was a brand that I really admired, it was them, and I know Rob played a huge role in that. So bringing that to Pure Brazilian will allow me to focus on partnerships and the creative side, which is also something I think we can really now take to the next level. (Xanax) ”

Paladino will look to expand distribution of Pure Brazilian, also focusing on the optimization of the company’s supply chain.

“The strategic mission of Pure Brazilian to acquire plantations in Brazil’s northeastern states in the ideal Amazon biome, and controlling the supply chain from first planting, is a strategic advantage in a category projected to grow to $4.2B worldwide by 2019,” Paladino said in a press release. “It’s an honor to lead this Farm-to-Bottle mission working with an impressive team of founders.”

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