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Tierra Nueva Names Honorowski, Edwards Regional VPs

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Miami-based coffee technology company Tierra Nueva has named two industry veterans as regional VPs.

Steve Honorowski, named Southeast regional VP, and Keith Edwards, named Midwest regional VP, will focus on building the company’s business in grocery, convenience, drug and dollar stores.

“Steve and Keith have solid track records of building brands, growing market share and developing people,” says David G. Burke, CEO of Tierra Nueva. “These sales leaders are tasked with making our products available at the moment of choice for consumers in large and small retail outlets. Their experience and significant customer exposure will ensure our retail partners benefit from the new coffee snack category, bringing in new dollars and occasions to their business model.”

Honorowski has more than 20 years in the beverage industry, beginning his career at Pepsi after graduating from Michigan State University. He has held a variety of roles, including key account manager, regional sales director, director of retail, market director and most recently senior director of retail sales for the Southeast with Pepsi Bottling Group and PepsiCo.

Edwards, with more than 15 years in the food and beverage industries, began his career as GM and director at H.J. Heinz. He held a variety of positions at SABMiller, including director of chain planning and senior director of sales. Edwards served as director of retail marketing at Ebro North American before accepting the VP of sales role at Phusion Projects LLC.

Prior to joining Tierra Nueva, Edwards was managing director of Beverage 364. Edwards holds an MBA in marketing from the University of North Florida, and a BBA in management from Marshall University.

ProspEquity Partners (PEP) owns a majority stake in Tierra Nueva. The partnership between PEP’s operational executive expertise and ecosystem of strategic partners and advisors and Tierra Nueva’s coffee product development team is launching a coffee revolution that is expected to rapidly scale Tierra Nueva’s worldwide market penetration.

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