Ray Latif

Ray Latif

Producer, Taste Radio; Contributing Editor, BevNET

Ray Latif is the lead host, producer, and content editor of Taste Radio, BevNET’s flagship podcast and the go-to show for food and beverage industry insights. With 14 years of experience in the industry, Ray is a seasoned journalist known for his sharp interviews and in-depth coverage of trends, innovation, and news. He began his career at BevNET as an assistant editor, later advancing to managing editor of both the website and magazine. Since 2016, he’s been the driving force behind Taste Radio, overseeing everything from content strategy to production. Ray’s conversational style and meticulous research have earned him widespread praise from both guests and listeners. He has had the privilege of interviewing a diverse range of high-profile figures, including Patrick Mahomes, Jennifer Garner, Dan Aykroyd, Kobe Bryant, Padma Lakshmi, and Brad Paisley. His ability to connect with entrepreneurs, celebrities, and industry leaders has made Taste Radio a must-listen for anyone interested in the evolving world of food and beverage.

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Posts by Ray Latif

Monster Board Approves $250 Million Buy Back in Outstanding Stock Monster Board Approves $250 Million Buy Back in Outstanding Stock

Monster Board Approves $250 Million Buy Back in Outstanding Stock

by Ray Latif,

For the second time in three months, Monster Beverage’s board of directors has authorized a repurchase of up to $250 million of the company’s outstanding common stock. Monster’s board initiated the stock repurchase following weaker than expected third quarter revenues and profits. The company achieved $541.9 million in revenue for the quarter – a 14 percent jump in year over year sales – but fell well short of the $578.4 million that analysts projected.

DPSG To Pull 7UP Antioxidant Line Off the Market DPSG To Pull 7UP Antioxidant Line Off the Market

DPSG To Pull 7UP Antioxidant Line Off the Market

by Ray Latif,

Dr Pepper Snapple Group (DPSG) is pulling its line of 7UP Antioxidant sodas, the company announced last Thursday, shortly after being hit with a lawsuit alleging that the drinks were misleading to consumers. However, DPSG stated that its decision was based on longstanding plan to reformulate the drinks and is not related to the lawsuit.

Beverage School: How Do I Get My Brand Into a Distributor’s Portfolio? Beverage School: How Do I Get My Brand Into a Distributor’s Portfolio?

Beverage School: How Do I Get My Brand Into a Distributor’s Portfolio?

by Ray Latif,

You’ve a got a great new product, and you think it’s ready for distribution. But how does your brand find its way into a distributor’s portfolio? In this segment featured on BeverageSchool.com, Debbie Wildrick, a 23 year veteran of the beverage industry with executive roles at 7-Eleven and PepsiCo, talks about the importance of having a product that fills an unmet need in the market, and a thoroughly planned marketing and sales strategy as the best ways for a brand to find distribution.

Nielsen Data: Energy Drinks, Bottled Waters Stay Hot, While CSDs Slide Nielsen Data: Energy Drinks, Bottled Waters Stay Hot, While CSDs Slide

Nielsen Data: Energy Drinks, Bottled Waters Stay Hot, While CSDs Slide

by Ray Latif,

While pricing remains muted, the carbonated soft drink category continued to slide with sales declining by 2.4 percent in a year-over-year comparison for the four weeks ending on October 27, according to Nielsen Scantrack Enhanced FDMx data released in a new report from Morgan Stanley. Yet while CSDs remain on a downward slope, the hottest category in beverages remains energy with category sales up 12.4 percent compared over the same timeframe last year.

Aloe Showing Some Sparkle as Novamex Launches Alova in The Fresh Market Aloe Showing Some Sparkle as Novamex Launches Alova in The Fresh Market

Aloe Showing Some Sparkle as Novamex Launches Alova in The Fresh Market

by Ray Latif,

Calling it a "new direction" for the company, Mexican beverage marketer Novamex has launched Alova, a new all-natural, sparkling aloe vera drink. Novemex, which produces and sells a range of Mexican-inspired drinks including Jarritos soft drinks and Mineragua water, has gradually expanded its footprint in the U.S. and will look to Alova as a point of entry into the natural channel via growing consumer exposure of aloe and its aura of health and wellness.

California Voters Say No to GMO Labeling, Soda Taxes California Voters Say No to GMO Labeling, Soda Taxes

California Voters Say No to GMO Labeling, Soda Taxes

by Ray Latif,

While Election Day yielded few changes within the overall political landscape in the U.S., three referendum votes in California that were likely to have a significant impact on the sale of beverages in the state were defeated. Californians said no to Proposition 37, which would have required mandatory labeling of genetically engineered food, and voters in El Monte and Richmond, Calif. rejected measures that would have added a one-cent-per-ounce tax on purchases of sugary drinks.

Mix1 Revamp: “The Sky is the Limit” Mix1 Revamp: “The Sky is the Limit”

Mix1 Revamp: “The Sky is the Limit”

by Ray Latif,

Nine months after The Hershey Company acquired a controlling interest in the company, mix1 is set to launch a major revamp of its nutritional shake/meal replacement line of beverages.Now armed with a sleek upgrade in packaging, mix1 vice president of sales Kevin Conrad said that the company is taking direct aim at category leader Muscle Milk and building a new DSD network “from scratch” in order to position itself for a dramatic leap in sales.

San Francisco City Attorney Files Inquiry with Monster Beverage San Francisco City Attorney Files Inquiry with Monster Beverage

San Francisco City Attorney Files Inquiry with Monster Beverage

by Ray Latif,

And the hits just keep on coming for Monster Beverage. The energy drink giant is facing new scrutiny about the safety of its products, this time from the city attorney in San Francisco. In a letter sent to the company on Wednesday, Dennis J. Herrera alleged that Monster's marketing campaigns have led to “unsafe and irresponsible consumption of its products,” and asked Monster to substantiate its claims that consuming large amounts of its highly caffeinated drinks is safe for consumers.

Consumer Perception of Energy Drinks Plummets Consumer Perception of Energy Drinks Plummets

Consumer Perception of Energy Drinks Plummets

by Ray Latif,

Amid the recent wave of negative publicity surrounding energy drinks, and the ire of some elected leaders calling for greater oversight and regulation of the category, consumer perception of the top energy drink brands has fallen to its lowest level since 2009, according to consumer research firm YouGov.

What Are the Most Effective Ways to Screen Potential Employees? What Are the Most Effective Ways to Screen Potential Employees?

What Are the Most Effective Ways to Screen Potential Employees?

by Ray Latif,

Screening job candidates is one of the first - and perhaps most critical - parts of the hiring process. It can, however, be very time-consuming and difficult to navigate, particularly for a company with limited resources. In order to more efficiently manage the screening process, Josh Wand, the founder of BevForce, a staffing agency focused on the beverage industry, shares a few ways to most effectively screen potential employees.

Sambazon: “Consumer Reports Got it Wrong” Sambazon: “Consumer Reports Got it Wrong”

Sambazon: “Consumer Reports Got it Wrong”

by Ray Latif,

Following the release of a Consumer Reports study that investigated the actual versus reported caffeine content in a variety of energy drinks, acai-drink maker Sambazon issued a statement that questioned the magazine’s inclusion of its Amazon Energy drink and refuted the study’s findings that the beverage contained more caffeine that listed on its label.

Back to Basics: Alkalinity is In Back to Basics: Alkalinity is In

Back to Basics: Alkalinity is In

by Ray Latif,

For many consumers, the word alkaline conjures up that old ad campaign for Energizer batteries– remember the small mechanical bunny rabbit, batteries attached to its back, marching and pounding away at a bass drum? It kept going and going and going… It was the alkaline content in the batteries that Energizer attributed to the everlasting power of the toy rabbit, and today, some beverage marketers are claiming that alkaline-infused water will help humans keep going and going as well.

Pro NRG Lands $250K Deal on “Shark Tank” Pro NRG Lands $250K Deal on “Shark Tank”

Pro NRG Lands $250K Deal on “Shark Tank”

by Ray Latif,

It may not have been the exact deal that Pro NRG founder Tanya Patruno was looking for, but walking away with a $250,000 investment offer on the reality TV show “Shark Tank” could end up being a critical win for her fledgling beverage brand.

With Armstrong Gone, It’s Tebow Time for FRS With Armstrong Gone, It’s Tebow Time for FRS

With Armstrong Gone, It’s Tebow Time for FRS

by Ray Latif,

Less than a week after the company severed ties with disgraced cyclist Lance Armstrong, FRS is placing Tim Tebow, its squeaky clean spokesman, squarely at the forefront of a major marketing initiative. Today, FRS announced a new national campaign promoting its relationship with the New York Jets quarterback, who, as a result of Armstrong's departure, is now the premier endorser of its line of quercetin-based line of functional drinks and powders.