Activate Announces Two Key Hires

Newport Beach, Calif. – The Rising Beverage Company, (Activate Drinks), announced that Craig Berger will join the Activate team as Chief Financial Officer (CFO) effective September 6, 2011.  Berger will be responsible for all aspects of Finance, Accounting, Human Relations and Administration.

Berger has a proven track record of increasing revenue, profitability, and optimizing financial performance.  His professional experience includes the last 20 years at McCormick & Company, Inc. serving as CFO for Tubed Products, Inc., McCormick Fresh Herbs, LLC and his most recent position as CFO of Mojave Foods Corporation, the largest direct store delivery (DSD) bag spice company in the United States.  Berger’s core competencies include but are not limited to strategic planning, budgeting and forecasting, team building and cost management.

“The addition of Craig to Activate’s team brings a critical element to the financial and operational development of our brands.  Activate is poised for tremendous nationwide growth and Craig’s experience will allow us to capitalize on our potential for future expansion,” said Dan Holland, CEO of The Rising Beverage Company.

Berger will be headquartered in Activate’s Newport Beach office.

The Rising Beverage Company also announced that Marcia Salans will join the Activate team as Director of Human Resources effective September 8, 2011.  Salans will be responsible for all aspects of human relations including sharing best practices and engaging employees with Company brand values.  Salans will answer directly to Craig Berger, Chief Financial Officer.

Salans has a proven track record of team building, compensation/benefits administration, and leadership development.  Her professional experience includes 22 years at Panasonic Corporation, serving as Western Regional Manager Human Resources.  Salans’ most recent position was Director Human Resources McCormick Foods.  Salans’ core competencies include but are not limited to employee relations, community relations, and establishing policy and procedure administration.

“The addition of Marcia to Activate’s team brings a critical element to our employee and organizational development,” Holland said.

Salans will also be headquartered in Activate’s Newport Beach office.