SPRiZZi Drink-Co., the world’s leading eco-friendly beverage system, announced the appointment of former Coca Cola Enterprises, Inc. executives, Tim Goff as President and Bob Relf, as Chief Operating Officer (COO). In his role, Goff will provide strategic leadership for the company by working with management to establish long-range goals, strategies, plans and policies. As a part of Relf’s new position at the company, he will ensure that the proper operational controls and administrative procedures are in place to effectively grow the organization. Together, these efforts will ensure financial strength and operating efficiency, while accelerating the company’s rise in the beverage industry.
“These two hires came at the optimum time, as we quickly and eagerly approach our U.S. launch this Summer,” says Michael Breault, president and CEO. “With our continued growth, the addition of Goff and Relf to the leadership team allows us to proceed delivering quality products and customer service through our expansion
Goff has been in the industry for over 35 years, of which 25 were spent at Coca Cola Enterprises, Inc. in roles including North American Senior Vice President, Western Region Vice President and Central Region Vice President. Prior to his new role, Goff was President at SPRiZZi Bev-Co., a subsidiary of SPRiZZi that’s in charge of producing the flavor bullets.
“I am excited to be able to join in on SPRiZZi Drink-Co.’s efforts as I head up all sales and sit on the Board of Directors to assist in global expansion,” adds Goff. “Not only will I be a part of the production of the bullets and drinks themselves, but I’ll be broadening SPRiZZi’s reach through the introduction of new customers and locations.”
In addition, Relf brings over 40 years of experience to SPRiZZi Drink-Co. Previously, he held the role as CEO of Gekay Sales and Service, a leading repair service for the beverage industry. Most notably, Relf was at Coca Cola Enterprises, Inc. for 12 years and served as Vice President of Equipment Services, managing North American beverage equipment assets, including functional workforce. Other roles at Coca Cola Enterprises, Inc. included Director of Cold Drinks Operations and Director of Equipment Services.
“The SPRiZZi Drink-Co. team has really hit a home run with the company’s product environmental stance, which is not only intriguing, but exciting to see as someone coming from the industry,” says Relf. “As COO, I’ll be streamlining operations and utilizing my expertise to successfully analyze critical business requirements, ascertain opportunities, and develop innovative and cost effective solutions to drive competitive advantage for SPRiZZi Drink-Co.”
SPRiZZi Drink-Co. will be expanding into territories and diversifying its product offerings this year with a $100 million investment initiative from the government of Rugao, China. As the company continues to evolve as a leading beverage provider, Relf will play a critical role in supporting and advancing these efforts. In fact, he is already set to have his hands full with preparations for the U.S. grand opening at the newest North Carolina facility this Summer.
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