As the juice market continues to get more competitive by the day, San Rafael, CA-based Urban Remedy is taking the necessary steps to become a leading player in the space.
The company just announced that former Jamba Juice and POM Wonderful executive Paul Coletta has been named as the CEO. In this role, Paul Colletta will work closely with founder Neka Pasquale and Cindy Crawford, international supermodel, board member, and brand partner.
These new appointments in the management team also comes on the heels of $5 million in Series A funding from venture capital firm Venture51. The injection of cash will help increase marketing efforts, expand nationwide storefronts, and scale production with a state-of-the-art, 20,000 square foot manufacturing facility.
“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.
Paul Coletta comes to Urban Remedy with some serious experience experience in the food world.
Most recently, he 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 Company’s consumer products division.
Even though Urban Remedy will continue to open new storefronts, the company will also seek to expand on its direct-to-consumer business model, which will allow it to garner higher profit margins and leverage important customer data and insights.
While raising venture capital funding and bringing in a seasoned CEO are clearly important moves, the one that intrigues and impresses me the most is having Cindy Crawford on board.
If she becomes actively involved in helping to build the brand, this could be a serious differentiator for Urban Remedy in a very crowded juice market. Cindy Crawford has maintained an iconic and spotless reputation in pop culture for several decades years while garnering an image as someone wholesome, healthy, and trustworthy.
In my view, having Cindy Crawford affiliated with the brand gives Urban Remedy an opportunity to establish itself in the upper echelon of pressed organic juice companies.
Urban Remedy has taken a giant leap forward and is now a company to keep a close eye on.