FOOTHILL RANCH, Calif., Mar 8, 2004 -- Alacer Corp., manufacturer and distributor of popular Vitamin C product Emer'gen-C, announced today the appointment of Tim Welch, an 18-year food and beverage industry veteran, as President and CEO.
Welch comes to Alacer from the Hansen Beverage Company, where, as Senior Vice President, he was head of the carbonated division and responsible for the company's flagship line, Hansen's Natural Soda. Capitalizing on the Lo Carb trend, he developed and introduced a hugely successful line of Hansen's diet sodas as well as the Hansen's e2o Energy water brand.
Prior to joining Hansen Beverage, Welch had extensive experience in brand leveraging, working as Vice President of Marketing for Signet Armorlite Inc., a Southern California eyeglass lens company that licensed the Kodak brand name in the consumer optical market.
"Bringing Tim Welch to our company is a major coup," commented Ron Patrick, Alacer's Executive Vice President and member of the Board of Directors. "His experience in product development, marketing and brand management will help us tremendously as we continue our growth."
For Welch, the opportunity to join a company on the rise was very attractive: "Alacer has the potential to be a superstar in the industry. Its growth rates in all categories are phenomenal. I look forward to applying my expertise to making it an even greater company.
"My goal, over the next 5 years is to triple the size of this company and make it known as one of the best places to work in Orange County," Welch added. "I am a firm believer that a company is the sum of its employees. In order to attract and retain the world-class talent we need to take this company to the next level, we have to develop a reputation as a great place to work. The business building strategy to achieve this growth will entail a three pronged approach: 1) Continued expansion of the core business of Emer'gen-C, 2) Stronger and more aggressive marketing programs and 3) New product development."
Welch started his career in brand management at the Clorox Company, working in the area of new product development as well as the marketing of the Hidden Valley Ranch salad dressing brand. He went on to manage the Cook's Sparkling wine business at Guild Winery and later was responsible for the marketing of Paul Masson and Taylor California Cellars brands for Vintners Intl.
He has won numerous awards for beverage package design and TV commercials as well as Impact magazine's "Hot Brand of the Year" award two years in a row for his work on the Cook's Champagne brand.
Welch currently resides in Laguna Hills, Calif., with his wife and two daughters (10 and 12 years). His wife Audrey is a practicing physician (internist) and Assistant Professor at UCI medical center.
Alacer's marquee product, Emer'gen-C comes in single-serving packets and is made up of 1,000 mg of Vitamin C in the form of mineral ascorbates in addition to B vitamins and active mineral complexes. When water is added, the ascorbic acid reacts with the mineral carbonates, creating mineral ascorbates. The production of mineral ascorbates as it occurs in most animals' bodies is simulated, and the effervescent Emer'gen-C is ready to drink. Emer'gen-C comes in 15 great-tasting flavors including a new Mixed Berry flavor with Calcium and a "Jr" multivitamin version for children 10 and under.
Alacer Corp. has headquarters in Foothill Ranch, with additional offices in Irvine, Calif. and Wallingford, Conn. The company develops and markets Emer'gen-C domestically and internationally. The product is sold in a variety of outlets, including Walgreens, Wal-Mart, Sav-on/Osco, Kroger/Ralphs, Albertsons, Vons, Smith's Food & Drug, Safeway, Trader Joe's, Fred Meyer, Fry's, GNC, Wild Oats, Whole Foods, The Vitamin Shoppe, and most health food/nutrition retailers. For further information about Alacer, Emer'gen-C and other Alacer products, visit the Web site at www.alacer.com, look at Alacer's company profile, or call 800-854-0249.