At a time during which claims of beverage functionality are constantly being boosted through the use of new ingredients, scientific evidence is fast becoming a key driver in helping launch and drive the growth of new brands. But it’s tricky: just as good science can help establish brand authenticity, while “junk” science and broad, meaningless claims can destroy an entire category.
Meanwhile, despite the growing deployment of studies and research findings as the basis for justifying the purpose of new brands, there has been little research into the effectiveness of scientific evidence as a brand-building tool, and the regulatory environment itself has grown more confusing with new policy discussions ongoing at the relevant agencies, the Food and Drug Administration and the Federal Trade Commission.
To assist beverage companies who are interested in truly employing science as a core pillar of brand construction, BevNET Live will feature a panel discussion with the Carl Sweat and Dr. Robert Paul, the leaders of two companies, FRS and Nawgan, that have been able to use their grounding in science to gain investment and distribution advantages. Also joining the discussion will be attorney Justin Prochnow and Dr. Jay Udani, both of whom have extensive experience navigating the expectations of agencies and scientific entities. The discussion will be led by Jim Tonkin, President of Healthy Brand Builders, who has been instrumental in advising functional brands on the best way to reach out to the beverage-consuming public.
The event will take place on Monday, Dec. 5 during the BevNET Live Winter event in Santa Monica, Calif. Seats are going fast for this event.
About BevNET Live
BevNET Live will return to the Loew’s Santa Monica Beach Hotel in Santa Monica on Dec. 5 and 6, 2011. Over the course of the two-day event, BevNET Live provides presentations from leading beverage executives, in-depth breakout sessions, a “mini-expo” of supplier and beverage exhibits, and ample networking time. The conference is attended by entrepreneurs, suppliers, distributors, retailers, investors and others who are interested in the cutting edge of the beverage business.
About James S. Tonkin
For more than 37 years, James Tonkin has served the private-sector as a brand and marketing development professional. He directs the building and design of national infrastructures for food and beverage industry clients. Mr. Tonkin has successfully created and implemented business and financial strategies for domestic and international players—focusing from production to branding, marketing through sales implementation and distribution, to include exit strategy. Mr. Tonkin has focused branding initiatives in soft drink, bottled water, functional foods and beverages, and non- carbonated ‘new age’ beverage verticals. His extensive “hands on” expertise stretches across many sectors including domestic cheeses to natural potato chips; bottled waters for people and pets; and nutraceutical-functional-cosmeceutical enhanced beverages. Mr. Tonkin serves as a popular keynote speaker covering new beverage trends as well as successful branding insight.
About Dr. Robert Paul
Dr. Robert Paul, the founder of Nawgan, is a Board-Certified Clinical Neuropsychologist with specialty training in the area of adult brain function. He has authored more than 150 professional research publications in scientific journals and books, two edited books on brain function, and he has given many professional research presentations all over the world. Working with various research universities including Brown Medical School, Dr. Paul’s research has been awarded more than 7 million dollars in grant money from the National Institute of Health to answer key questions about how the brain works. Dr. Paul has received many awards for his research including promotion to the highest academic rank of Full Professor before the age of 40 (skipping the rank of Associate Professor). He also has served as a consultant to pharmaceutical and biotechnology companies to assist them in the development of new medicines to improve brain function.
About Carl Sweat
The President and Chief Executive Officer of the FRS Company, Carl Sweat has also served as Senior Vice President at Starbucks, overseeing the Global Beverage unit. Previously, he spent 22 years at Coca-Cola, North America, most recently as the President and General Manager of FUZE Beverage LLC, where he grew the value of the enterprise and significantly increased profitability. Sweat also held various general management and brand marketing positions, helping to launch Coke Zero and overseeing brand management and marketing for brands such as Coca-Cola Classic and Sprite. He holds a Masters in Brand Management and a Bachelor of Business Administration degree in marketing from The University of Georgia.
About Justin Prochnow
A shareholder at the law firm Greenberg, Traurig, Justin J. Prochnow’s practice focuses primarily on regulatory and business issues in the food, medical device, drug and cosmetic industries. Justin works with dietary supplement, sports nutrition, beverage, conventional food, cosmetic, medical device and OTC drug companies to ensure regulatory compliance with statutes and regulations enforced by the Food and Drug Administration, the Federal Trade Commission and other regulatory agencies. Justin prepares a wide range of business documents for industry members, including manufacturing, supply and distribution agreements. Justin also defends companies from both governmental agencies and private litigants with claims ranging from breach of contract and false advertising to RICO and Lanham Act violations. Prior to joining Greenberg Traurig, Justin served as an Assistant City Attorney in the Denver City Attorney’s Office, prosecuting numerous criminal court cases. Justin also was a federal law clerk for United States Magistrate Bruce D. Pringle in Denver, Colorado.
About Dr. Jay Udani
Dr. Jay Udani is the Medical Director of the Integrative Medicine Program at Northridge Hospital and Assistant Clinical Professor at the UCLA / Geffen School of Medicine. Integrative Medicine is the combination of Western Medicine with Science-based Alternative Medicine. Dr. Udani is a board certified Internist who was the Chief Resident of Internal Medicine at Cedars-Sinai Medical Center, and was the first Fellow in Integrative Medicine at Cedars Sinai. He has published over 25 book chapters and articles on Integrative Medicine in many prestigious medical journals including the Journal of the American Medical Association (JAMA). Dr. Udani is also the recipient of the AMA National Achievement Award, the Harvard Medical School Research Fellowship Award, and was voted Best Physician Specialist and Best Medical Speaker in Los Angeles by the Daily News.