Shadow Beverages Appoints Rick Peterson EVP of Business Development

09/14/2012 – PHOENIX – Shadow Beverages and Snacks recently appointed Rick Peterson as Executive Vice President of Business Development.  In this newly created position, Mr. Peterson will have significant responsibilities related to the company’s overall strategic and financial direction, and will work cross-functionally with all divisions.

For the past seven years, Mr. Peterson has served as President and Managing Partner of The Catapult Group, a top-tier executive consulting firm specializing in middle market mergers and acquisitions for various industries including the food and beverage and consumer packaged goods sectors.  He has been in the CPG industry for over 32 years, having held leadership roles with Pepsi-Cola Bottling, PepsiCo, and the Sara Lee Corporation’s coffee and tea division. He has a successful track record of introducing new brands and accelerating their growth and profitability.

“Rick’s expertise in growing top and bottom line results for food and beverage companies is outstanding,” said George Martinez, President, Shadow Beverages and Snacks.  “He will be the driving force behind all sales, marketing, merchandising, and account opportunities for Shadow.”

Shadow’s mission is to build an innovative portfolio of nutritional and functional products in the beverage and snack industry while providing a range of services from design and formulation to consumer positioning and marketing.   With its team of seasoned industry experts, Shadow has created a distribution network of direct-to store and direct-to-customer relationships ensuring best-in-class execution to consumers and retail partners.  Shadow’s beverage and snack brands include GNC Beverages (DRINKGNC), WheyUP, No Fear Energy, and The American Outdoorsman.