LFL PRINCIPALS

John Serieka - Managing Partner, 39, has 18+ years of business experience in the Food & Beverage industry in sales, marketing, and operations with: PepsiCo, Philip Morris/Kraft, and Quaker Oats/Gatorade. Mr. Serieka earned an AB in Economics from Harvard University and additionally studied at The University of New South Wales School of Commerce, Sydney Australia. Mr. Serieka is experienced in building brand and distribution equity. While at Quaker Oats/Gatorade, Mr. Serieka was a co-developer of Gatorade's alternative markets model. As National Field Manager, Mr. Serieka was integral in building and managing a $300 million national US sales & distribution system for sales of Gatorade products to on-premise venues. He additionally authored and executed the Gatorade and Quaker Foods Divisions national vending strategy. Mr. Serieka also was instrumental in both the redesign of Quaker's Foodservice Brokerage System, and in the eventual transition into an On-Premise direct sales model under PepsiCo/Frito Lay ownership. He then also helped lead the research & analysis defining the reconstruction of the Tropicana DSD System across the US in 2002. John then served as the Alternate Channels expert liaison to the PepsiCo Senior Board of Directors. He was then selected to help direct the 2003 integration of Gatorade products into the PepsiCo Pepsi Bottler sales and marketing system. John has also served in the capacity of an officer in a start up full-service marketing firm to the CPG and athletic industries. John resides in Chicago, IL.

Bruce Svetz - Managing Partner, 42, has 22+ years of sales, marketing, and operations experience with Food & Beverage companies including: Gallo-Pio Wines, PepsiCo, Philip Morris/Kraft, and Quaker Oats/Gatorade. Mr. Svetz has a BS in Management from Boston University and additionally studied at the Mastricht International School of Management, Brussels Belgium. Mr. Svetz has extensive experience in building highly effective sales organizations and distribution networks. Bruce developed the initial blueprint for the Pepsi Special Events model that was re-created across the eastern US. While at Quaker Oats/Gatorade, Mr. Svetz was a co-developer of Gatorade's alternative markets model. He consistently led Quaker/Gatorade's Alternative Markets Division in performance results and served as lead project manager on a number of mission critical retail projects during his tenure. Bruce additionally organized the Quaker Oats/Gatorade joint venture with Nestle SA/Perrier Group that eventually developed into the National Gatorade Retail Coverage & Merchandising model. As a thought leader in the Gatorade Availability organization, Mr. Svetz was instrumental in shaping the long term structure and processes that have grown into a billion dollar plus on-premise business under PepsiCo/Frito Lay ownership. Bruce resides in Longwood, FL.