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Maverick Brands Names Candace Crawford CEO and Member of Board

02/24/2015 | 02:52pm EST

Appointment poises coconut water brand Coco Libre for broader distribution and category innovation

Maverick Brands, LLC announced today that Candace Crawford has been named Chief Executive Officer and member of the Board of Directors effective March 1. Ms. Crawford succeeds founder Mark Shaw as CEO. Shaw will continue to serve on the Board and support Ms. Crawford with the company’s marketing and innovation efforts from his new position of Office of the Chairman, Chief of Marketing, Strategy and Innovation.

Ms. Crawford’s first priority will be to expand distribution and awareness of flagship coconut water brand Coco Libre. Chairman of the Board of Maverick Brands David Wong said, “Mark’s vision for the business and passion for creating healthy beverages remains the foundation of the company. His considerable accomplishments have brought us where we are today. Now, we believe Maverick will benefit from Candace’s executive experience and industry knowledge as she leads the company through a development program that will elevate Coco Libre to its next phase of growth. The Board has full confidence in Candace, and we are all thrilled to welcome her to the Maverick family.”

Ms. Crawford said, “This is an exciting time to be part of the healthy beverage business, with international demand growing every day. I am honored to be joining Maverick, an exceptional company with an extraordinary team. Their success to date and the potential for future growth are inspiring. I look forward to carrying on the mission that Mark began—to develop a world-class beverage company that offers people delicious ways to satisfy their thirst for health.”

Ms. Crawford most recently served as COO and CFO of ZICO Beverages. There, she built a world-class management team and was instrumental in the company’s growth and acquisition by the Coca-Cola Company in late 2013. Ms. Crawford entered the beverage industry in 2004, when she joined then-startup Pom Wonderful, now the world’s foremost pomegranate company. She also served as an executive officer of Bossa Nova Beverage Company, a pioneer in the superfruits beverage segment, and played a pivotal role in its growth and subsequent sale to Beverage Holdings, parent company of Sunny Delight.

Ms. Crawford came to the beverage industry as a seasoned executive with more than 20 years of senior management experience and a strong track record of leadership and growth of emerging businesses. She is known for combining lessons from big company strategies with entrepreneurial tactics. She will be based at Maverick Brands’ Mountain View offices, where she will oversee the Coco Libre expansion.

About Maverick Brands, LLC

Maverick Brands, LLC was founded in 2006 to deliver healthy, delicious functional beverages. Flagship brand Coco Libre is the market leader in organic, non-GMO certified, no-sugar-added coconut water. Coco Libre Protein, with 20 grams of protein, 22 vitamins and minerals and 4 electrolytes, was launched in 2013 and was a finalist for Best New Product Line Extension at the World Beverage Innovation Awards 2014. Coco Libre products can be found in fine retailers in the U.S. and Canada. To learn more, visit, Facebook.com/CocoLibre, twitter.com/CocoLibre and Instagram @CocoLibre.


ę Business Wire 2015
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