CEO Whitebeans Global Limited

• 2007 - Present

CEO

• Jul 2007 - Present

Whitebeans Global Limited is a very specialized coffee consultancy in branded private label NPD and product engineering, commercialization, business mentoring, brand building, and global business development with a range of coffee (and other, surprising (!) beverages) industry relationships, partnerships and connections all over the globe. Whitebeans Italia SRL is entirely focused on premium and luxury single serve encapsulation, working with long established collaborators in Italy and internationallyWhitebeans currently involved in projects including encapsulation, product design/NPD, packaging, product engineering, trade sustainability, innovative global coffee market strategy, ... and more ! www.whitebeans.co.uk ... new website coming soon

Chief Executive Officer

• Oct 2017 - Present

Co-founder: developing sustainable Italian provenance branded consumables, confections, equipment & accessories, exclusively in biodegradable packaging. Utilizing traceability, transparency, sustainability and direct trade methods with Blockchain to deliver luxury products to meet convenience, ease-of-use and 'feel-good-longer' (FGL) demands of global consumers.

Global Coffee Director

• Aug 2016 - Nov 2017

"The worlds best coffee ... In a way that's best for the world" ! The essence of what I've been trying to deliver to coffee lovers around the world for many years. The most incredible tasting coffees available - including some of the world's rarest beans (as long as they taste great), encapsulated in totally bio-degradable capsules compatible with world leading operating systems. My role: NPD (capsule engineering, blend development & engineering, bean-hunter); new coffee blends for global markets; roasting and production direction; brand ambassador, and more !

COO | CEO

• Jul 2012 - Oct 2013

Charged with expanding entrepreneurial international business, building on 2 year market impetus advantage against multinational global players. Delivering experienced market insight, strategic planning and 360° brand direction. Creative brand positioning and marketing development via traditional and social media mix. • Reorganised European suppliers to guarantee best quality products for luxury consumer market• Launched new brand, Caffè Impresso, positioned as luxury lifestyle retail brand in highly competitive global market• Growing business via licensing worldwide distributors, speciality FMCG and HORECA trade, retail, and innovative NPD

USA / International Operations Director

• Sep 2006 - Oct 2007

121yr old, 135 store, British speciality retailer. Remit to develop insight and support for new international retail opportunities, followed by implementation of 360° brand and retail expansion management across USA. Total project direction including full P&L responsibility, reporting directly to principal stakeholders. Role encompassed every discipline involved in launching and expanding a brand internationally, and maximized impact both in new revenue generation and positive investor value. 4 flagship US stores opened in 6 months, each more successful than UK shops. Unprecedented national brand awareness through communications and media launch: 5 years and 2 business owners later, 29% of worldwide sales demand accrues from USA market

Business Director

• Sep 2003 - Aug 2006

The premium espresso division of the food giant. Entrepreneurially spearheaded launch of branded luxury/lifestyle products in virgin UK commercial markets: HoReCa; Luxury Retail; Office; Restaurants and caterers. Total responsibility for market insight, growth management, and overall P&L/budgets to main board (Switzerland). Involved in launch of similar country launch operations in Russia, Spain, USA. Drove brand ambassador program development worldwide. Instigated successful best-practice-sharing programmes between international markets. Built team from 1 → 28 award winning sales/marketing and admin staff. Surpassed market penetration and unit sales objectives by over 250% annually. Fastest growth to profitability of any new Nespresso market

Managing Director - Founder

• May 1997 - Sep 2003

Branded high street espresso bars. Expanded business nationally (UK) via franchising. Ultimately bought out franchisees (increasing ops. performance by 30%) and sold business ● NFE Best New Franchise of the Year Award, 1997, 1998 ● Launched unique line of branded well-being coffee products, in 264 big-brand supermarkets, plus speciality retailers.● Expanded branded consumable sales to institutional & corporate customers; developed new institutional market brands: DolceVita and Café Grosvenor, expanding brands into university campuses + major business HQ's nationwide.

Vice President / Director

• May 1994 - May 1997

Denver, Colorado based● Coordinated US market entry, brand building, PR operations for La Cimbali (Italy) and Monin (France) in establishing national USA distribution/service network● Domestic business expansion strategies, key account relationships; premium agency relationships. Developed, launched and expanded highly acclaimed premium espresso blends and brand. Denver, Colorado based● Coordinated US market entry, brand building, PR operations for La Cimbali (Italy) and Monin (France) in establishing national USA distribution/service network● Domestic business expansion strategies, key account relationships; premium agency relationships. Developed, launched and expanded highly acclaimed premium espresso blends and brand.

Vice President, then President

• Dec 1990 - Apr 1994

Denver, ColoradoConsulting Offices in USA and Europe. Marketing and business development consultancy, specializing in assisting European firms develop North American business, and U.S. firms develop European markets.● Clients included rehabilitation and mobility equipment, supermarket chain, FMCG, frozen foods, fashion designer, premium furniture● Incorporated 9 EU businesses in USA, Simultaneously launched 6 US companies into manufacturing and/or distribution operations in Europe Denver, ColoradoConsulting Offices in USA and Europe. Marketing and business development consultancy, specializing in assisting European firms develop North American business, and U.S. firms develop European markets.● Clients included rehabilitation and mobility equipment, supermarket chain, FMCG, frozen foods, fashion designer, premium furniture● Incorporated 9 EU businesses in USA, Simultaneously launched 6 US companies into manufacturing and/or distribution operations in Europe

Executive Vice President / COO

• Mar 1988 - Mar 1990

Omaha, Nebraska2 yr. contract to "turn-around" 52 year old branded consumer FMCG products manufacturing company● Revitalized brand; got products listed with Neiman Marcus, Nordstrom, Saks plus regional supermarket chains● Sold company at profit to investors Omaha, Nebraska2 yr. contract to "turn-around" 52 year old branded consumer FMCG products manufacturing company● Revitalized brand; got products listed with Neiman Marcus, Nordstrom, Saks plus regional supermarket chains● Sold company at profit to investors