RealBeanz™, the ready-to-drink gourmet iced coffee company, announced the addition of Richard "Rich" Edgell to its executive team, to serve as senior vice president of sales for the brand.
Edgell comes to RealBeanz with 25 years of experience in the beverage industry, most recently serving as senior vice president at the Dr Pepper Snapple Group. In this role, Edgell aggressively grew national sales and revenues across a diverse portfolio of brands including Vita Coco, Fiji, AriZona, Sunny D, Rockstar, Body Armor and Vitamin Water, among others.
In his new role, Edgell will assertively drive sales execution and negotiate national distribution for RealBeanz beyond its wide distribution on the East Coast, according to the release. Currently, RealBeanz is available in 40 states, and is also available for purchase on the RealBeanz Website. Edgell's appointment coincides with a pivotal initiative for the brand, as the first marketing campaign for RealBeanz is due this summer.
Edgell sees a unique opportunity within the RTD coffee and iced coffee space, specifically for RealBeanz and the brand's focus on health and wellness. With a unique blend of 100 percent natural ingredients, RealBeanz uses fresh reduced-fat milk to maximize flavor and health benefits, and contains no artificial colorings, sweeteners or preservatives.
"Rich has a thorough understanding of the beverage industry and an unmistakable passion for achieving results," said Serge Freund, brand creator and president of RealBeanz, in a prepared statement. "We are thrilled to have Rich on board; his expertise in sales and strategic development will grow distribution in target markets, enhance brand awareness and ultimately drive sales."