Minerco Resources, parent company of Level 5 Beverage Company, has appointed beverage executive Darin Ezra to Level 5’s board of directors.
Ezra will take a leadership role in both the tactical and strategic direction of the company. He has more than 15 years of experience in the packaged consumer goods industry.
Ezra co-founded Power Brands Consulting in 2006 and serves as its CEO. Power Brands has been party to the development of more than 500 beverage brands.
He got his start in the industry when he founded SunWorld International (“SunWorld”), a company that specialized in the import and distribution of top-selling U.S. brands in Southern Africa including: Celestial Seasonings (the top selling herbal tea in the U.S. at the time), Ice Drops (breath fresheners) and Energy Now (the top-selling energy tablet in the U.S. for many years). He later licensed then sold his SunWorld business to IS Distributors (distributors of Dial soap products in Southern Africa).
With the proceeds of the sale of SunWorld, Ezra moved his operations to the United States where he co-founded BBrands, a beverage company focused on the energy drink market. BBrands morphed into a private label energy drink company and later to a company with a diverse portfolio of beverages and other consumer brands. Ezra sold his interests to the partnership prior to launching Go Girl energy drink, America’s first female-oriented energy drink, in 2005. Go Girl was acquired by Norcal Beverage Company, one of the largest private contract beverage manufacturers in the country.
“The company is honored to welcome Ezra to the Level 5 team. He brings invaluable experience, unprecedented motivation, unparalleled entrepreneurial spirit and proven success to our company,” said V. Scott Vanis, chairman of the company. “After working closely with Ezra and Power Brands over the past year, I believe our company is perfectly positioned with the right products and management team; we are set to achieve our very lofty goals. He and I share the same vision of building a well diversified, highly profitable beverage company.”