Joseph Davidson

• Report directly to CEO and President. • Developed and implemented our strategic commercial sales and marketing plans with a 3-year outlook. • Created the initial structure for the business in Canada and tasked with the responsibility to build the business from the ground up. • Identified new business opportunities, partnerships, and channels to establish our business by creating a network of industry contacts and customer relationships. Loblaws, Walmart, Sobeys, Metro, Dollar Tree, Costco, Pattison Food Group, Mangum Food Brokers, Giant Tiger, Federated Co-op • Lead the development and implementation of sales processes, procedures, and tools to maximize sales performance. Budgeting, financial reporting, category management, and forecasting. • Create and refine the Canadian strategy and business plans targeting key customers. • Collaborate with cross-functional teams to ensure alignment between sales, marketing, and product development, production, distribution, brokers. • Work closely with Product Development and Marketing to support the creation of new products and solutions for customers. • Advance account planning, account management, category management, forecasting, budgeting and related tools to position the organization as a recognized market leader and “best-in-class” partner

Vice President Canada • Developed a Canadian Structure after the business was previously managed out of the US. • Create and refine the Canadian strategy and business plans targeting key customers in Retail, Food Service, and Industrial Manufacturing. • A member of the VP Leadership team that sets strategic plans and direction. • Deliver exceptional results and growth. YTD 2023 +12%, 2022 +38%, 2021+44%, and 2020 +89%. • Manage the Canadian Sales and Marketing functions including brand positioning, account planning, national budgets in volume, profit, and trade spend. • Established a branded portfolio and repositioned Meyer Angus as the Premium beef brand in Canada with the attributes that Canadian consumers are looking for. • Develop and execute effective customer-specific sales strategies, analyze relevant data, conduct business reviews, and manage the Canadian Marketing Program. • Foster and develop relationships with Senior Leaders and Category Managers at key customers throughout Canada and the United States. • Review weekly sales data and note trends and provide feedback to sales staff regarding goals, issues, key accounts, and performance metrics.

• Managed the North American Retail Business and planning model with direct accountability for sales and account management performance. • A member of the senior leadership team that created budgets, strategic plans and set sales direction, while working on a re-structuring plan towards financial recovery. • Created sales and marketing strategies and developed existing accounts while seeking new business development opportunities in three categories: Bakery, Mexican Dinner Kits, and Salty Snacks • Manage national budgets in volume, profit, P&L, and trade spend • Developed a branded portfolio for the Mexican Category and product line up for introduction into North America.

- A member of the executive team that sets corporate strategic direction. - Responsible for all aspects of our retail business, both branded and private label. - Create sales strategies and develop existing accounts while seeking new business development opportunities. - Responsible for planning and directing the companies’ short and long range product development as well as the commercialization aspects related to launch. - Prepare annual sales and marketing plans, including market strategy, sales forecast, projected market penetration and budget estimates for new product launches. - Manage national budgets both volume and trade spending and set multi year plans. - Develop and execute sales plans to double the size of our retail business. - Manage the Canadian Business for Ribena. Business Planning, Marketing, Budgeting,

- Developed a strategic product road map that leveraged our current product portfolio and retail footprint. - Expand existing customer base by developing brand-appropriate strategies to drive growth. - Collaborate with other functions of the business to ensure organizational goals are met. - Run the day to day activities of the marketing function. - Define the brand strategy. - Manage and execute the product development process from concept to product launch. - Developed an intimate knowledge of market trends and competitive landscape in the categories in which we compete.

DIRECTOR SALES NATIONAL ACCOUNTS AND ONTARIO

NATIONAL ACCOUNTS • Responsible for the Canada Dry Branded business at the National Account level across Canada.