This week David welcomes John Bello, the Chairman of beverage company Reed’s Inc. and Managing Director of JONA investments. John has had a remarkable career that began with a tour of duty in Vietnam, corporate stops with General Foods, Pepsi and the NFL and founding the beverage company SoBe. In part one, John discusses how the Vietnam War prepared him for a life in business, his groundbreaking run with the National Football League, and how he got involved in the beverage industry.
About John Bello:
John is the founder and former CEO of South Beach Beverage Company, the maker of nutritionally enhanced teas and juices marketed under the brand name SoBe. The company was sold to PepsiCo in 2001 for $370 million. In 2001, Ernst and Young named him national Entrepreneur of the Year in the consumer products category for his work with SoBe. Prior to founding SoBe, Mr. Bello spent 14 years at National Football League Properties, the marketing arm of the NFL and served as its president from 1986 to 1993. Prior to the NFL, he served in marketing roles at General Foods and PepsiCo.
Currently Mr. Bello is a managing director of JoNa Ventures, an investment and strategic management company he co-founded with his wife Nancy Bello T’75. Prior to JoNa, he was a General Partner of Sherbrooke Capital, a venture firm focused on early stage health and wellness companies.
He is the Chairman of the Board of Reeds, a public company that markets a line of all natural beverages including Reeds Ginger Ales/Beers and Virgil’s, a line of craft sodas. During four years of service with the United States Navy, he achieved the rank of lieutenant (senior grade) and received the Navy Commendation Medal with Combat V for meritorious service on riverboats in South Vietnam. His activities include: Charter Trustee of Tufts University; Tufts Advisory Board for Athletics; Gordon Entrepreneurial Center at Tufts (board of directors).
He obtained his BA from Tufts University, cum laude, and received his MBA from the Tuck School of Business as an Edward Tuck Scholar.
Hosted By: David Radlo