MIAMI — David A. Singer has been named chief commercial officer at The Whole Coffee Co., previously known as Tierra Nueva Fine Cocoa. Mr. Singer brings more than 20 years of experience with strategic planning, customer and category development and profit optimization to the coffee technology business.
Previously, Mr. Singer was vice-president of sales and customer development at Ruiz Foods, where he led several cross functional projects and grew sales across grocery, dollar and club channels. Before that, he was vice-president of planning and development at Retail Sports Marketing. He also has held several management positions at The Kraft Heinz Co., including director of North American enhancer sales, director of North American trade strategy and business development manager – Sam’s Club frozen sales.
He received a bachelor’s degree in history from the University of North Carolina at Chapel Hill and a master’s degree in business administration from Pepperdine University.
“David has the successful track record, business acumen and vision to lead our talented sales and marketing team,” said David. G. Burke, chief executive officer at The Whole Coffee Company.
Mr. Burke said the company is working with private investment firm ProspEquity Partners to build new coffee-based consumer product categories.
“The Whole Coffee Co.’s proprietary technology is reinventing coffee as we know it,” Mr. Singer added. “It is exciting to help launch new product forms and category applications into the marketplace that offer substantial taste, convenience, performance and health benefits.”