Greenwich, CT—Cheribundi has announced a Series B investment totaling $15M led by private investment firm Emil Capital Partners, according to a press release. The financing will be used for growth marketing, innovation and strategic hires such as Chief Revenue Officer, James Moss.
“Emergence of naturals to performance has lagged behind, creating an opportunity for clean, beverages like Cheribundi to pioneer this category,” said Marcel Bens, Managing Partner and COO of Emil Capital Partners, in the press release. “The new capital allows us to hone our focus, evolve our positioning and hire best-in-class operators such as Moss, who not only share our vision but have the credentials to take us there.”
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Moss will lead all functions of commercial sales for Cheribundi. He joins with over 25 years of experience in various emerging food and beverage brands, the press release states. He began his role as Chief Revenue Officer for Cheribundi at the beginning of September.
“From the outset I was attracted to Cheribundi’s strong presence within pro and collegiate sports teams in addition to its strong distribution,” said Moss in the press release. “I am thrilled to be working with an all-star leadership team to help accelerate the company’s growth and secure its position as the natural performance leader within the beverage space.”
Cheribundi specializes in tart cherry juice. The company’s products are used by almost 300 professional and collegiate sports teams as part of their recovery and nutrition programs, and are available in almost 50,000 retail locations across the U.S.