Nestle veteran to lead coconut water brand

by Monica Watrous
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Jax Coco water, Nestle
Jax Coco, a maker of coconut water beverages, is Hong Kong-based and has distribution in 15 countries.

HONG KONG — Greg Cattin has been named chief executive officer of Jax Coco, a maker of coconut water beverages. Mr. Cattin brings more than 25 years of industry experience to the role. He has held various positions at Nestle S.A., where he began as the head of marketing for the Nestle Waters division in Asia and two years later in Nestle China, where he led the ready-to-drink division into profitable growth. Most recently, he was vice-president and main Nestle principal of Yinlu, Nestle’s largest joint venture in China.

Greg Cattin, Jax Coco, Nestle
Greg Cattin, new c.e.o. of Jax Coco

Prior to joining Nestle, Mr. Cattin held various sales, business development and marketing roles at Danone S.A. in France and China.

Founded in 2011 by Alex Ing and Max Gottschalk, Hong Kong-based Jax Coco has distribution in 15 countries. Products include coconut water, sparkling coconut water and a line of flavored coconut water for children.

“Greg’s appointment completes our top-tier management team as he brings experience and a proven track record at the highest level of our products, markets and disciplines,” Mr. Ing and Mr. Gottschalk said in a statement. “Additionally, his Asian expertise fits in with our strategic goal of further expansion in the region.”

Mr. Cattin is regarded by his peers in the beverage industry as a successful business builder, having developed undervalued assets into larger, profitable brands, including Evian mineral water in China and Nescafe ready-to-drink coffees in China.

“I am excited to join Jax Coco and to work with its strong team of beverage professionals,” Mr. Cattin said. “I strongly believe that Jax Coco’s premium product and high quality coconut water is at the cusp of achieving its potential and I am fully motivated to make this happen.”
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