Soulfresh has appointed Michael Davies as Chief Marketing Officer. He has been tasked with “crafting and spearheading” the company’s international growth.
Mr Davies joins Soulfresh from Mars, where he held roles as Marketing Director UK, then Director of Mars Wrigley M&A and Ventures based out of Chicago.
According to Soulfresh, Mr Davies’ global perspective and deep brand building experience will be instrumental as the company continues a path of global expansion throughout Europe and Asia Pacific.
Mr Davies says Soulfresh’s incredible success is being fuelled by great brands that are genuinely changing the way consumers eat and drink for the better.
“Soulfresh is not a company,” he says. “It’s a movement and the opportunity to join such a talented and inspiring group of people is very exciting.”
Soulfresh is described as a force for positive change in consumer-packaged goods. The company has a vision and drive to change the way people eat and drink for the better.
The Soulfresh portfolio features “disruptive” brands such as Lo Bros Kombucha, Nutty Bruce Plant Milk, Wildly Good and Pico. All brands are said to feature a “heavy focus” on sustainability and a lighter environmental footprint.
Founder and CEO Didi Lo wants to shake “loose outstanding talent” from legacy companies, targeting those who are looking to shape the future of food and beverage for the better.
“At Soulfresh we are looking for gamechangers,” he says.
“Top talent with the passion and hustle to make a difference through brands that they can genuinely feel good about working on.”
Currently recruiting more than 50 new roles across all key functions, Soulfresh is said to be making major investments in people to support their rapid growth in the Australian, New Zealand and UK markets.
Befitting its fresh approach, Soulfresh has “shaken things up” with an open recruitment policy. This is encouraging outstanding and likeminded talent with FMCG experience to come forward and present themselves, even if a role doesn’t exist.