GLENDALE, Calif.--(BUSINESS WIRE)--Certified Management Group LLC, the outsourced sales and marketing agency and brand management company that connects brands to consumers through independent segments of the food-away-from-home channel, today announced that former Nestlé Waters North America executive John Zupo has joined the CMG board of directors. His appointment follows Hal Kravitz having joined the CMG board as chairman in May and further bolsters the company’s leadership strength.
“I’m delighted to welcome such an influential beverage industry leader as John to our board. His insight and experience will be vital as CMG continues helping new and existing clients identify untapped areas of growth,” said Chairman Hal Kravitz.
Zupo joins Kravitz and other CMG board members Nick Karapetian (founder), Diron M. Ohanian (director at Knapp, Petersen & Clarke, P.C.) and Armen Vartanian (founder of Oceanview Capital Partners, Inc.).
“John is another strong add to the CMG team,” said Karapetian. “His management and operations acumen is well-recognized. He’s an out-of-the-box thinker with a proven ability to boost a CPG company’s revenue, EBITDA margins and profits.”
Zupo’s appointment comes at a time of abundant opportunity for CMG, as it helps food and beverage companies aggressively expand beyond traditional retail into a large and faster-growing food-away-from-home market that accounts for nearly $300 billion in consumer spending (Technomic, 2018). CMG leverages its national footprint and dedicated sales representatives to drive profitability for food and beverage brands in a broad array of food-away-from-home segments, with a focus on independent operators.
“There’s so much white space for brand growth in independent segments of food-away-from-home, and CPG companies recognize our unique ability to capture it for them, said CEO Pete Slauer. “CMG’s growth trajectory is only going to accelerate. John’s perspective and vision will help us do an even better job of driving revenue growth for our clients.”
Zupo currently serves as chief commercial officer for Vita Coco and as an advisory board member for Active Measure. Before joining Vita Coco, Zupo served as president U.S. retail for Nestlé Waters North America, where he was responsible for overall operations including revenue, profit, market share and customer satisfaction. Before that, he served as president of Nestlé Waters Canada. Under his leadership, the company established an unrivaled portfolio of popular healthy hydration products. Zupo holds a master’s degree in Business Administration and a bachelor’s degree in Economics and Business from Westminster College.
About Certified Management Group, LLC
Certified Management Group LLC, founded in 2004 and based in Glendale, CA, is a rapidly growing outsourced sales and marketing agency and brand management company with a leading position across multiple segments of the food-away-from-home channel. CMG leverages its national footprint and unique solution to represent large-scale and emerging CPG brands in the channel’s highly fragmented, difficult-to-serve segments—connecting clients to tens of thousands of operators and distributors nationwide—and partnering with them to achieve relevant and sustainable growth for the future. For more information visit certifiedmg.com.