Executive has experience of consumer packaged goods industry and worked for 10 years in leadership roles at Fiji Water

San Diego-based producer of sustainable plant-based meat substitutes, Planet Based Foods, has appointed James Harris as vice-president of business development and operations.

Harris is president of JLH Consulting, with experience of the consumer packaged goods industry and worked for 10 years in leadership roles at Fiji Water.

He has launched a number of high-profile brands in the food and beverage sector including leading distribution and sales for Monster Energy Drink, TCHO Chocolate, Rumble Supershake, Dave’s Gourmet, Groundwork Coffee and Diedrich Coffee.

Harris has managed sales, marketing, pricing and promotional strategy for multimillion-dollar companies. He has trained and headed sales teams, introduced new products, and worked with all channels of trade including grocery, mass, club, drug, c-store, specialty and food service on a local, regional, national and international level.

Planet Based Foods president and chief executive Braelyn Davis, said: “Mr Harris is a proven leader in the CPG industry and has been instrumental in successfully bringing a number of innovative, notable brands to the market. His expertise, strategic input and vast experience in food and beverage will be incredibly beneficial to Planet Based Foods as we continue to focus on growing our business and improving shareholder value. We are very excited to welcome him to the team.”

Harris commented: “In an industry that is becoming increasingly sustainability-focused, Planet Based Foods is doing important and impactful work in making healthy, plant-based products more accessible to consumers. I am looking forward to helping the company advance this mission in my new role through the development and implementation of growth opportunities.”

Planet Based Foods is a subsidiary of Vancouver-based Planet Based Foods Global.

Date published: 14 January 2022

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