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Tierra Nueva adds two industry veterans to lead edible coffee retail initiatives

MIAMI, U.S. – Tierra Nueva, the Miami-based coffee technology company majority owned by ProspEquity Partners, added two seasoned industry executives to its sales organization to execute small and large format retailer strategy.

Steve Honorowski, named Tierra Nueva’s Southeast Regional Vice President, and Keith Edwards, named Tierra Nueva’s Midwest Regional Vice President, will focus on the company’s new coffee snacking experience in grocery, convenience, drug and dollar stores.

Honorowski, with more than 20 years in the beverage industry, began his career at Pepsi after graduating from Michigan State University, where he received a bachelor of arts in marketing. He’s 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 southeastern United States with Pepsi Bottling Group and PespiCo.

Edwards, with more than 15 years in the food and beverage industries, began his career as general manager 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 vice president of sales role at Phusion Projects, LLC. Prior to joining Tierra Nueva, Edwards was the managing director of Beverage 364. Edwards holds a master of business administration – marketing from University of North Florida, and a bachelor of business administration – management from Marshall University.

“Steve and Keith have solid track records of building brands, growing market share and developing people,” said 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.”