Darin Ezra has over a 20 years of experience in the Packaged Consumer Products industry.
He started his career in this industry when he founded SunWorld International, a company that specialized in the import and distribution of packaged consumer products.
SunWorld first acquired the import and distribution rights for top selling U.S. brands in Southern Africa. These brands included Celestial Seasonings (the top selling herbal tea in the U.S., then and today), Ice Drops (one of the top selling breath fresheners in the U.S.) and Energy Now (the top selling energy tablet in the U.S. for many years).
Sunworld formed a new division in 2001 which manufactured and distributed consumer packaged products in 30 U.S. states as well as exporting them globally. During this period, Darin was responsible for all development, marketing, and operations of the business. Sunworld was sold to a private equity firm and absorbed into its other portfolio companies which continue to sell beverage across the U.S. and exports to various foreign countries.
Darin went on to own & launch several successful beverage brands including Go Girl energy drink, which was acquired by Norcal, a major California beverage producer, a contract manufacturer for Coca Cola products and a distributor of Anheuser-Busch products. Go Girl has been distributed across the Western US for more than a decade.
Over the past Decade, as founder/CEO of Power Brands, Darin’s main focus has been on rapid innovation & commercialization of beverage and snack products for fortune 100 companies as well as entrepreneurs.
As CEO, Darin has been part of hundreds of product development projects, dozens of national as well as global brand development & deployment exercises. Darin also works directly with some of the largest retailers and distributors of food and beverage products in the world and has done so for over 25 years. He is a highly experienced food & beverage industry expert and a world leader in innovation & marketing.
Sheldon, Chief Financial Officer at Power Brands, manages the company’s finances, including financial planning, management of financial activities, record-keeping and financial reporting.
Sheldon guides the organization’s strategic financial direction, creates accountability systems, and focuses on streamlining financial and administrative processes.
Prior to joining Power Brands, Sheldon held CFO and COO roles in the textile manufacturing and recycling industries.
Sheldon is instrumental as an innovator in product development and provides significant marketing and distribution insight our clients.
During his 28 years with his previous company, he was responsible for managing corporate acquisitions as well as seeking maximum growth through the sales of less profitable divisions.
Sheldon has established a track record for aligning financial and business metrics to support business strategy, innovation, and high growth. He graduated from California State University Northridge with a degree in Bachelor of Science and worked for three years for a public accounting firm before joining the business sector.