MIAMI -- Tierra Nueva Technologies, a Miami-based global coffee technology and manufacturing company, has named Robert Case to its board of directors. He is an accomplished chief marketing officer and global Fortune 100 division president, and has led a multi-billion dollar business growth and turnaround at Nestle USA, while overseeing all aspects of the beverage division, including manufacturing, supply chain, finance and marketing.
“Rarely today do you find a genuinely promising business initiative that merges proprietary technology, manufacturing proficiency, food science, visionary leadership, marketing expertise and robust funding to develop a new product category that has true potential to drive worldwide demand,” Case said. “In my professional opinion, that description clearly defines Tierra Nueva.”
Case currently provides independent advisory services to investors, C-suite leaders and boards of directors at food, beverage, nutrition and healthcare companies. He serves on the board of directors for Soylent, a Los Angeles-based innovative food technology company, and is on the board of advisors for Moonshine Sweet Tea, LLC, a startup manufacturing and distributing company of premium teas and tea concentrate in Austin, Texas.
He previously transformed Nestle USA’s corporate marketing, beverage division and multiple Nestle products during his 30 years with the company. As chief marketing officer for Nestle USA, a $10-billion annual revenue business, Case drove consumer demand and business transformation for the largest single global operation for Nestle S.A. Market share grew by 75 percent for brands under Case’s leadership as he championed marketing mix analytics and enabled new 24-7 customer contact and social listening digital technologies. As president of Nestle USA’s beverage division, he led a $2-billion profit and loss division and its seven brands, 1,200 employees, four factories, a co-manufacturing network and a shared sales organization. Sales grew from $800 million to $2 billion under Case’s leadership. His career progression through the ranks of senior vice president, vice president, director and marketing manager roles with beverage, nutrition and Carnation products divisions made him an effective leader and highly successful in integrating all key commercial and functional activities within the billion-dollar divisions including strategy, marketing, finance, sales, technical, supply chain, legal and human resources.
Case has served as a director for the Association of National Advertisers, National Coffee Association and Healthy Weight Commitment. He has a master’s degree in business administration in finance and marketing from the University of Chicago and a bachelor’s degree in economics and international relations from Claremont McKenna College. He has been a board member in Los Angeles community organizations, including the Young Presidents Organization, Flintridge Preparatory School and Pasadena Independent Schools Foundation.
CHRIS RAMONETTI, CHAIRMAN OF TIERRA NUEVA’S INVESTMENT BOARD, SEES CASE AS A TREMENDOUS ASSET TO THE COFFEE COMPANY’S GLOBAL GROWTH
Christopher D. Ramonetti, chairman of Tierra Nueva’s investment board and managing partner and CEO of Tampa, Fla.-based ProspEquity Partners (PEP), said Case’s 30-year experience with Nestle USA adds significant strength to Tierra Nueva’s growth strategy.
“Tierra Nueva is taking on the global coffee market through its innovative IP-enabled technology and proprietary equipment and processes that use 100 percent of the coffee bean,” Ramonetti said. “Rob’s expansive experience with Nestle will help Tierra Nueva become a global leader in both retail product development and sales and application of institutional technologies.”
Tierra Nueva employs more than 80 at its 42,000-square-foot SQF3, kosher and Halal-certified facility in Miami.