Teawolf, the state-of-the-art manufacturer of natural and functional ingredients for the food, beverage, flavor and fragrance markets, announced that beverage industry veteran Eric Schnell has joined the company in an advisory role as director of strategic initiatives. Schnell will focus on new business efforts and expanding the company's sustainability practices.
Schnell joins Teawolf with nearly 20 years of experience in sales, marketing and operations in the natural products and beverage industries. Schnell most recently served as President of Steaz: The Healthy Beverage Company, which he founded in 2002, and was responsible for launching the Steaz brand of organic soft drinks-the first carbonated green tea and first USDA certified organic soft drink in the United States. Schnell grew the company to leading positions in the energy drink, sparkling, and iced tea segments of the natural beverage category.
Prior to Steaz, Schnell served as national brand manager for Country Life Vitamins and later became president of its Long Life Tea division, tripling the company's revenue and creating its boxed and ready-to-drink tea platforms. Schnell is a recipient of the 2007 Socially Responsible Business of the Year award by New Hope Media.
"We are pleased to welcome Eric to Teawolf," said Greg Robertson, president of Teawolf. "With his vast knowledge of the natural products and beverage markets, and dedication to holistic and sustainable business practices, Eric was the natural choice to help Teawolf cultivate new business opportunities in the natural sector and expand our corporate social responsibility platforms."
In his new role as director of strategic initiatives, Schnell will develop initiatives that build and differentiate the Teawolf brand in the marketplace. He will also actively promote and facilitate sustainability functions across the company's operations.
"I'm excited to become an active contributor to the strategic and operational development of Teawolf," Schnell said. "I look forward to sharing my industry knowledge, operational know-how, management experience and network of contacts with Greg as we hasten growth and improvements that will ultimately increase sales and profits for the company."