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BOULDER, Colo. -- IZZE Beverage Company, a brand in the emerging sparkling juice category, tapped SoBe founder and former c.e.o. John Bello as a member of the company's board of directors. Bello is also a partner with Sherbrooke Capital, the venture capital group that led the $6.35 million equity-financing round for IZZE this past January.
Said Bello in a statement, "IZZE has the potential to add a new dimension to the new age category that we haven't seen since Snapple, Arizona, and SoBe."
Currently, Bello is c.e.o. of Firefighter Brands, a business he founded in 2003 in which a substantial share of profits go to firefighter-related causes through the company's Firefighter Brand Foundation. He is also chairman of The Original SoupMan, a line of super premium soups based on the recipes of the New York soup maker that inspired the famous Seinfeld "No Soup for You" episode.
Bello joins current IZZE board members Sherbrooke Capital managing general partner John Giannuzzi, Tango partner Jerome Contro, and S.M. "Hass" Hassan, co-founder of Alfalfa's Market (now part of Wild Oats Markets, Inc.) and London-based Fresh & Wild (now part of Whole Foods Markets, Inc.). Hassan also sits on the Whole Foods Market board of directors.