Back before “Functional Beverages†were trending, we were creating functional drinks with breakthrough ingredients. In the early aughts, South African entrepreneur Joe Heron approached Flavorman to develop a line of soft drinks. His goal was to offer an ever-expanding line of drinks to provide real wellness benefits while tasting great and satisfying four consumer expectations:
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Small companies need big personalities. Well, “big,” is a bit of an understatement. More like loud, in volume and presence. The guy who’s going to walk into a room, any room, and turn it upside down. How do we know? We’ve been working with him for 12 years. Joe Heron is bold, bracingly candid, sometimes coarse, and remarkably generous. In a word, he’s fearless. The man just opened a brandy distillery in the bourbon capital of the world. Why? “Booze, baby!” Those words burst from the sly grin on his lips as if the answer is obvious. Ok, so there’s actually more to it than that, but before we get to the secret of Joe’s success, we should explain why you should listen to his advice.
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