The FRS Company Hires Richard Libonate as Senior Vice President of Sales

Former Promax Nutrition sales executive returns to FRS to drive nutrition platform's growth

Apr 24, 2013, 10:28 ET from The FRS Company

SAN MATEO, Calif., April 24, 2013 /PRNewswire/ -- Today the FRS Company announced that Richard Libonate will rejoin the Company as Senior Vice President of Sales.  In that capacity, he will oversee all sales activities for FRS. 

Following the acquisition of Nutravail in December, FRS continues to strengthen its positioning as a nutrition platform for a healthy active lifestyle, and to extend its reach beyond the beverage aisle.  Libonate's depth of experience working with both beverage and nutrition products is an excellent fit for this strategy. 

Libonate is returning to FRS after spending 3 years at Promax Nutrition, where he was head of sales and served on their Board of Directors.  He previously held leadership positions at Cadbury Schweppes, The Snapple Beverage Group, A&W, and Coca-Cola.  He also served as Chairman of the National Association of Convenience Stores (NACS).

"Rich Libonate has strategically built sales organizations to win distribution in beverage, HBC, nutrition and natural channels," said Dave Henderson, CEO of The FRS Company.  "He is a detail oriented, strategy focused, hands-on sales leader, and we are thrilled to have him back on the executive team." 

"I've always been a big believer in the brand, and I'm delighted to be back at FRS," said Libonate.   "FRS' value proposition goes well beyond beverage, and I'm excited to help the company realize its full potential."

About FRS
The FRS Company is committed to healthy nutrition for an active lifestyle.  Our core product is FRS Healthy Energy®, a full line of products that provide natural, sustained energy without the crash.  Featuring a patented blend of the powerful antioxidant quercetin, found naturally in many fruits and vegetables, FRS has been scientifically proven to deliver sustained energy, increased endurance, and immune system support.  FRS is championed by elite athletes, wellness experts, and anyone wanting to live a healthy, active lifestyle.  For a free trial of the product, visit

About Nutravail
Nutravail is a contract manufacturer serving national retail chains and brands.  Nutravail's products focus on delivering a growing menu of nutritional ingredients in great-tasting formats.  The company's portfolio includes soft chews, spun matrix flakes and ingredient encapsulations, each produced with a patented process.  The company's flagship product is the uncooked soft chew which is produced at temperatures below 100°F and low water activity, which vastly expand the types of nutritional ingredients that can be incorporated.  Nutravail's spun matrix flakes have had a similar impact on beverages, allowing the use of otherwise insoluble ingredients in a beverage.  With the benefit of a seasoned product development group and a stable of process patents, Nutravail constantly challenges itself to develop delicious, highly functional products for its customers. 

Major investors in The FRS Company include Oak Investment Partners, a venture capital and private equity firm, and its founder Tom Lines.   


SOURCE The FRS Company