Fueled to capitalize on the fast-growing $1.6 billion super-premium juice category and $30 billion organic foods industry in the U.S., Urban Remedy, a certified organic food company specializing in raw ready-to-eat meals, snacks and cold-pressed juice, announced the appointment of former Jamba Juice and POM Wonderful executive Paul Coletta as chief executive officer.

The appointment comes on the heels of $5 million in Series A funding from venture capital firm Venture51, which will help to scale production with a state-of-the-art manufacturing facility, increase marketing efforts, and expand nationwide storefronts. Coletta will work closely with founder Neka Pasquale, and board member and brand partner Cindy Crawford to lead Urban Remedy's growth.

"The combination of Paul's experience in developing and rolling out retail concepts and building great brands, together with my passion for educating and empowering people to live healthier and our partnership with Cindy, will help realize my vision for Urban Remedy," said Neka Pasquale.

Introduced to the brand by a friend, Crawford was personally inspired by Urban Remedy foods before joining the company board of directors in early 2013. Today, she is committed to raising awareness of the brand's unique offerings, while instilling passion in others to become as healthy and vibrant as they can be. 

"I am looking forward to help build and promote the healing benefits of Urban Remedy," said Crawford.

In his role, Coletta will oversee company operations—including a new 20,000-square-foot production facility in Point Richmond, California—and nurture Urban Remedy's direct-to-consumer business model to enable higher margins as well as utilize important customer data and insights to enrich the customer experience. 

"I am inspired by Neka's passion for healthy living and share her core belief that 'Food is Healing.' I look forward to leading the company's growth and building a strong infrastructure that will propel Urban Remedy to leadership in the organic food industry," said Coletta.  

Most recently, Coletta was part of the senior leadership team that developed and launched The Melt, an innovative fast causal restaurant chain. Prior to The Melt, he held CMO and general management roles at Jamba, POM Wonderful and Pinkberry. Coletta started his career with The Walt Disney Co.'s consumer products division.    

Brandon Zeuner, managing partner at Venture51 noted, "With today's consumers looking for convenience and better-for-you foods, combined with Paul's leadership and insight, Urban Remedy is poised for continued success and rapid growth."