Market Overview

Tierra Nueva adds Nestle USA's Robert Case to Board of Directors


Highly accomplished chief marketing officer and global Fortune 100
division president brings experience in complex operating environments,
leading a $10 billion revenue business

Nueva Technologies
, a Miami-based global coffee technology and
manufacturing company, has named Robert
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.

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Robert Case has joined the Board of Directors of coffee science and manufacturing firm Tierra Nueva  ...

Robert Case has joined the Board of Directors of coffee science and manufacturing firm Tierra Nueva Technologies. (Photo: Business Wire)

"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."

Tierra Nueva is majority owned by Tampa-based private equity firm ProspEquity
, led by Managing Partner and CEO Christopher
D. Ramonetti

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,

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.


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.

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