The team at Power Brands is dedicated to advancing and improving all aspects of the beverage industry. We strive to create amazing beverage brands for the millions of consumers that will drink the products we create and make them part of their daily lives. Join us and be part of the ever expanding beverage industry, together we can create meaningful brands.
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Our expertise extends into every facet of the beverage industry and includes experience with all types of beverages. Our senior team members have been developing beverages or assisting in the beverage development process for almost two decades. We pride ourselves on having been part of achieving multiple national and international awards for beverage development and design. Our highly experienced team of beverage development experts are the best in the industry. When it comes to developing a world-class beverage brand, there is no substitute. But we are way more than just a world class beverage development company. We have a team that is equally as strong when it comes time to sell and market your new beverage brand.
Power Brands structures sales and marketing programs for new beverage brands and can assist with implementing these strategies. We can offer guidance with forming, structuring and running any facet of a beverage company. When it comes to starting a beverage brand there are no other companies that compare to Power Brands' experience or results.
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CEO / Founder
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.
Business Development Manager
Saul graduated with a marketing degree in South Africa. He is an expert in business development and client relations. He's had over 12 years of national and international experience working on both sides of the Atlantic in the European market as well as New York and Los Angeles. Saul is a firm believer in providing a great experience for his clients, which includes efficiency and professionalism. His passion is innovation, new concepts and consumer goods.
Business Development Manager
Connie Kuo graduated from the University of Southern California with a B.A. in Journalism and a Minor in Communication. She began her career at a tech startup doing marketing, and eventually built and launched her own fashion E-boutique. Connie is a highly experienced business development specialist and also works with clients in our brand management program to develop marketing collateral, investor and retailer presentations, business plans, and coordinate product launches.
Project Management & Operations Managers
Ashley Aratow graduated from California State University Northridge with a Bachelors of Science in Management and Minor in Business Law. Her career within the Food & Beverage industry began in the heart of Downtown Los Angeles working in Sales, building relationships with produce growers and clients. She then ventured to work with e-commerce home delivery start up companies growing the company's portfolio to feature local artisan vendors, managing fulfillment teams, and building her buying experience across all commodities (proteins, baked goods, dairy, etc.). Ashley then worked for a meal kit company sourcing ingredients/vendors for the Culinary R&D team as well as project managing fulfillment programs. She has a passion for food, and takes pride in ensuring every detail of the project and process is perfect.
Katie is a highly motivated, results orientated “out of the box” thinker with an extensive business experience in retail/ manufacturing private label and licensing in the Consumer Packaged Goods, Hospitality and Commodity Industries. Her strategic marketing and sharp technical skill continuously generates an exhilarating range of products and promotions. While her acute observation in consumer behavior: decision process with a profound perceptiveness on channel marketing has resulted in brand loyalty. She is a driven team-minded individual with a strong emotional intelligence and calm poised leadership in entrepreneurial/ fast-paced environments.
- Initiated branding, managing & positioning product lines
- Created marketing campaigns that target traditional supermarket shoppers
- Accelerated cross-functioning team development to secure & achieve company’s objective
- Spearheaded & consolidated project communication across all functions to reduce overall
Scott Wisz graduated from California Polytechnic University - Pomona with a Bachelor’s in Business Administration - Accounting. He started his professional career at Power Brands as an Accounting Assistant, but has since taken over management of the Accounting Department. Scott looks forward to continuing his professional career with the beverage industry leader.
Production & Procurement Manager
Jania graduated with honors from Woodbury University, where she earned her Bachelor's degree in Business Management. While attending Woodbury, she began working at Power Brands as a project coordinator. Her keen interest and drive in beverage development has helped her excel at Power Brands, gaining valuable knowledge in a variety of functional departments. Jania is now in our operations department where she works closely with clients, attends creative meetings, and sources beverage bottle suppliers and manufacturers. She is eager to continue to enhance her business skills, while helping new brands produce their beverages.
Senior Project Manager
Paul Lee graduated from California State University of Northridge in 2014, where he earned his Bachelor's degree in Business Management. While attending CSUN, he began working at Power Brands as a business intern and was soon hired full-time to assist in Power Brands' extensive online marketing program. Through the years, Paul has gained valuable knowledge in all aspects of the beverage industry and is now a Project Manager. As Project Manager, he works closely with our clients guiding them through all the technical aspects of product development and post development. Paul is very eager to see new emerging brands put their beverages into market.
Senior Project Manager
Andrea Martin graduated from Virginia Commonwealth University with a B.A. in Fine Arts and Advertising, followed by an M.Ed. in Organizational Development and Human Resource Development. She found herself in the Financial Services Industry where she remained for 18 years before moving into the Food & Beverage Industry. She spent 3 years as a Project Manager working at Nestlé USA, managing various teams in the Technical, Marketing, Finance, Sales, Supply Chain, Graphics, Regulatory, Quality, and Procurement departments. Her project management experience included her ensuring timely and efficient execution of innovation and renovation projects within Nestlé’s Beverage Division; focused specifically on the core Coffee-mate brand business. Andrea now works as a Project Manager with the internal Power Brands team to oversee all operational aspects, from formula and design development to commercial production and marketing/sales, for both small and large clients.
Food & Beverage Science Team
Senior Beverage Scientist
Cathy graduated from California State University, Northridge in 2012 with a Bachelor of Science degree in Food Science and Technology. She began her career with Power Brands as an Intern and is currently the Lead Beverage Scientist. She has worked on various formulations and prototype development for many of the upcoming brands. Cathy is eager to expand her knowledge on ingredients, flavors, and production for the Food and Beverage Industry. She is passionate to develop the best product to launch into the market.
Senior Beverage Scientist
SarahBeth Rennie earned a Master’s in Biology and a Bachelor’s degree with a dual major Chemistry and Biology from Georgian Court University in Lakewood, NJ. She began her career at IFF as an R&D Sensory Scientist evaluating and analyzing fragrance molecule for use in perfume development. Continuing her career at IFF as a flavorist trainee, she learned to develop flavors using novel flavor molecules, specializing in citrus beverages. SarahBeth is a researcher and problem solver at heart and loves using her skills to help create successful products. Here at Power Brands, SarahBeth enjoys using her experience in the flavor industry and her exceptional creativity to develop new and innovative beverages.
Senior Beverage Scientist
Svitlana Kovalenko is a Certified Food Scientist with Masters Degree in Food Science from California State University, Northridge. Her flavor applications background and university faculty experience brings great industry and academic value to the Power Brands R&D Team. Svitlana’s educational and industry focus is in Food and Beverage Research and Development, Safety and Quality Assurance. Svitlana’s enthusiasm to attain perfection and learn new ways of ingredient interaction allows her to bring great solutions for the clients.
Senior Food Scientist
Kimber Lew graduated from the University of California Davis with a Bachelors of Science in Food Science in 2013. Her career in food science began at Valley Fine Foods, where she worked as an Assistant Product Developer in the Research and Culinary Innovation department, developing new filled pastas, sauces, fresh pastas, and prepared meals alongside other food scientists and research chefs. She then transitioned to a position at La Terra Fina in their Product Development department, where she created new quiches, dips, and other refrigerated products. Kimber utilizes her passion for and knowledge of savory and sweet flavor profiles, food science, and manufacturing scale-up when developing snack product prototypes in our research laboratory.
Senior Beverage Scientist
A native of Southern California, Alina graduated from California State University Northridge with a degree in Food Science and Technology. She began her professional career in the flavor industry, where she was responsible for developing a variety of products such as baked goods, bars and beverages. Her passion for innovation and her knowledge of food and beverage development allows her to work creatively and effectively on new beverages.
Kayla Mann graduated from California State University, Northridge with a Bachelors of Science in Food Science. She began her professional career in the flavor industry, specializing in regulatory where she learned flavor laws and regulations for providing supporting documentation. Kayla joined the Power Brands team as a Laboratory Technician assisting the beverage scientists with formulating new beverages. Since then, she has taken on new responsibilities such as, developing client products and procuring ingredients for laboratory projects. She enjoys engaging with clients and vendors to deliver successful finished beverages. Kayla is eager to continue learning and gaining experience in the beverage industry and becoming a beverage scientist one day.
Junior Food Scientist
Crystal is currently the R&D Labratory Intern for Power Brands. She will be completing her Bachelors in Food Science and Technology with an emphasis in Food Safety at Cal State Los Angeles this winter. Upon completion of her degree she hopes to continue to further pursue a career in R&D and Product Development.
Junior Food Scientis
Hana Itokazu graduated from Drexel University in Philadelphia with a Bachelor's in Culinary Science. She started as an Intern in the lab and is now a Lab Assistant where she helps the beverage scientists and lab technicians with batching up samples, keeping the lab organized, shipping and packaging. In addition, while Hana works in the lab department, she often contributes to the research and marketing department. Hana’s detail oriented characteristics makes her a great asset as she helps with the marketing of social media posts on Facebook, Instagram, and Twitter.
Tony graduated from Morningside College with a Bachelors of Arts in Photography and Graphic Design. He moved to Los Angeles in 2013 to do film work, creating sets and designing graphic props. He eventually moved on to work with numerous startups and entrepreneurs developing various brand assets and packaging designs. Tony uses his creativity in all artwork, and currently works in the graphics department creating everything from beverage labels, point of sale materials, websites and social media content.
Alex graduated from the University of Wisconsin Stevens Point in 2017 with a Bachelor of Fine Arts in Graphic Design. After spending her post-grad summer traveling across the UK, she moved to Los Angeles to pursue her career as a designer. She uses her skills to tackle various tasks including concepts, labels, social media content and print ready materials. Her favorite part of the design process is testing new ideas and pushing innovation through concept development and illustrative ideation.
Shannon Leecher is a Graphic Designer at Power Brands. To her, she believes that design is about implementing ideas, knowledge and aesthetics into a system that tells a story about an individual. Much of her work has been based on people that I know who fit a certain demographic, and I love telling their story. Seeing a concept come together in its final form is one of the most satisfying things to me about being a designer. When she’s not drawing or behind the screen you can find her exploring the great outdoors, eating yummy food, listening to live music, hula hooping, watching Netflix, or playing with her cat.
Jose Torres - Graphic Designer
Jose Torres is a LA based graphic designer who has designed for top convenience stores (OnCue, Beck’s, and trade shows all over the Midwest). He has been working in the beverage industry for the last 7 years. He is originally from Oklahoma where he received an AA degree in fine/studio art at Bacone College. He then went to Oklahoma State University Institute of Technology for Graphic Design.