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Wrong Roy Lubetkin?

Mr. Roy S. Lubetkin

President and Chief Executive Officer


Direct Phone: (413) ***-****       

Email: r***@***.com

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One Way

Turners Falls, Massachusetts 01376

United States

Company Description

A pioneer in meatless proteins, Lightlife was founded in Western Massachusetts in 1979 with a passion for creating great tasting vegetarian food. Over the years, the brand has grown by sticking to its roots emphasizing quality and care in everything it ma ... more

Find other employees at this company (52)

Background Information

Employment History

President and Chief Executive Officer

Sun Country Foods Inc.

President and Chief Executive Officer

Backyard Farms LLC


Country Products Group


Churny Company , Inc.

President of Country Products Group

Southern States Cooperative Inc

General Manager of the Eastern U.S. Region



Kraft Foods Inc.


bachelors degree

Lafayette College

master of business administration degree


Web References (53 Total References)

Roy Lubetkin is president ... [cached]

Roy Lubetkin is president and CEO and Michael Morin will serve as CFO of the company, the company reported.

Lubetkin served as CEO of Sun Country Foods, Inc., a successful Brynwood VI portfolio company, before joining Lightlife Foods. He was also CEO of Backyard Farms, LLC.

Brynwood Partners - Private Equity | Lower Middle Market | Consumer Products [cached]

As part of this transaction, Brynwood VI announced the appointments of Roy Lubetkin as President and CEO and Michael Morin as CFO of the company.

Before joining Lightlife Foods, Mr. Lubetkin served as CEO of Sun Country Foods, Inc., a successful Brynwood VI portfolio company that was divested in 2012, and prior to that served as CEO of Backyard Farms, LLC.

Roy Lubetkin has been named ... [cached]

Roy Lubetkin has been named president and chief executive officer of Lightlife Foods, and Michael Morin has been appointed chief financial officer by Brynwood Partners.

Before joining Lightlife Foods, Mr. Lubetkin was c.e.o. of Sun Country Foods, Inc.

Healthy-&-Better-Living-PE-Conference [cached]

Roy Lubetkin, Former Chief Executive Officer, Sun Country Foods Inc.

"I'm not daunted," said Roy ... [cached]

"I'm not daunted," said Roy Lubetkin, president and chief executive at Sun Country Foods in Norwood, Mass. "Every business is different," he added, and "with wheat germ, Kretschmer Wheat Germ, the fundamentals are all there."

Among the positives, Lubetkin said, is that it is healthy and easy to sprinkle on or blend into foods that are growing in popularity, among them Greek yogurt and smoothies.
"There's an opportunity, and a big one," to aim the campaign at a number of audiences, he added, among them athletes, healthy eaters, dieters, pregnant women and older people.
"It's just about telling the story" of the brand, Lubetkin said. "There has been no effort to tell the story in recent years."
Sun Country and Brynwood bought Kretschmer in November 2011 from the Quaker Oats unit of PepsiCo; the sale also included Kretschmer Wheat Bran, which is not part of the campaign. Quaker, which decided that Kretschmer was "not a core business," Lubetkin said, purchased the brand from International Multifoods in 1986.
Although some find the brand name hard to pronounce, there was no thought given to changing it, Lubetkin said, because Kretschmer leads the wheat germ category and has "great distribution across the country and Canada."
"The authenticity of the brand, the glass jar, the metal lid, we didn't want to mess with it," he added. "We just wanted to tell more people about it."
Kretschmer "can be the poster child for social media and digital marketing," Lubetkin said, because those ways to reach consumers are perfect for the "storytelling and content approaches" of the campaign.

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