Xylitol Canada Inc. has reached an agreement with Mitch Shore to act as its chief marketing officer and Eli Grossman as a special advisor.
“On behalf of our team, I am excited to have Mitch and Eli join our growing natural sweetener company as we continue to build a world class team to promote healthier eating for families by providing innovative, alternative sweetener solutions to reduce the amount of added, refined sugars in their diets” says Steven Haasz, the company’s CEO.
Mr. Shore brings to Xylitol experience across a variety of customer focused companies including start-ups such as Yak Communications and consumer brands such as Dr. Bernstein Diet Centers and Beaver Canoe. Mr. Shore’s most recent achievement was with building, branding, and marketing Mill Street Brewery into one of Canada’s most successful craft breweries which experienced 15 per cent year-over-year growth in sales of its popular organic beers. Mill Street, including Mr. Shore’s ownership, was sold to Labatt Breweries in 2015.
Mr. Grossman brings to Xylitol over 30 years of experience building all aspects of Canada’s leading natural sweetener brand Billy Bee Honey started in 1958. Mr. Grossman was directly involved in global product sourcing, production and processing systems, employee programs, product innovation, packaging design and marketing.
Mr. Haasz explains “that being able to attract the caliber of exceptional people such as Eli and Mitch to the team is a positive milestone in our journey and we look forward to their valuable contributions as we continue our transformation in 2017 into a leading natural sweetener company.”
About Xylitol Canada Inc.
Xylitol Canada is a consumer packaged goods business focused on an assortment of natural sweetener based products including xylitol, coconut palm sugar and honey. The Corporation operates a 30,000 square foot facility in Colorado where it produces and packages a full catalog of natural sweetener products, most notably its natural sweetener alternatives. Xylitol Canada services major retail customers such as Loblaws, Whole Foods, Costco, Trader Joe’s, Sprouts, Walmart, Publix and distributors including UNFI and KeHE.
