top of page


What makes Sunset the better choice....

Our Team’s career backgrounds have been instrumental in building and scaling many well-known Consumer Packaged Goods brands within large, mid-size, and entrepreneurial companies.  Unlike others that may only possess distributor, broker, or consultancy experience,
Sunset’s team has years of vast CPG experience within manufacturers.  Couple our experience with our proven track record, makes Sunset the better choice for your brand.

Our team has worked for some of the industry’s most prestigious and entrepreneurial companies, building industry leading experience, talent and connections

Boulder Brands



Smart Balance

Califia Farms




Bolthouse Farms

Earth Balance

Sara Lee







Hawaiian Tropic

Banana Boat



White Wave


All product and company names are trademarks™ or registered® trademarks of their respective holders.

Use of them does not imply any current affiliation with or endorsement by them. 

Our Leadership Team
Seasoned. Proven. Results Driven.
  • LinkedIn Social Icon
Ken Messick

Co-Founder & Advisor

Ken Messick brings over 30+ years experience in the large, mid-size, & small entrepreneurial Consumer Products Goods (CPG) sector of food, beverage and personal care products.  He has led many successful sales organizations as Chief Customer Officer and has been integral to the success of companies including Boulder Brands (Evol, Udi's, Glutino, Smart Balance), Campbell's (Bolthouse Farms), Energizer (now known as Edgewell: Schick, Playtex, Banana Boat, Hawaiian Tropic), and PepsiCo (Quaker, Tropicana, Gatorade).​


Ken founded Sunset Strategic Brands in 2017 with his partners Jerry Edel and Don Perella and oversees engagement, integration, and management of the companies strategy, growth, and client portfolio.


Ken has served as a member of the Board of Directors for Prana Snacks, a fast growing natural, organic snack food company and as a Board Member for Elevation Brands/Ian’s, an industry leading allergen-friendly food company.  Ken also served on several CPG Industry association boards to include Board of Directors for the National Frozen & Refrigerated Products Association (NFRA) and the Eastern Perishable Products Association (EPPA).


Ken believes Sunset’s Mission is to provide early-stage Consumer Packaged Goods Companies with significant sales focus, leverage, and cost efficiencies through a shared outsourced service model.

  • LinkedIn Social Icon
Jerry Edel

Co-Founder & Chief Executive Officer

As a visionary entrepreneur and business leader, I am passionate about driving success through strategic partnerships and outsourced sales solutions. As a Co-Founder, Owner and CEO of Sunset Strategic Brands, I am dedicated to transforming the sales landscape with innovative and effective approaches. With 40 years of experience in the industry, with companies like DelMonte, Tropicana, Pepsico, Energizer, Boulder Brands, & others, I have cultivated a deep understanding of the intricacies of sales, marketing, and business development. My leadership style emphasizes collaboration, creativity, and a relentless pursuit of excellence.

  • LinkedIn Social Icon
Don Perella

Chief Financial Officer

Don Perella is an experienced Finance professional with over 25 years of demonstrated history of working in the food & beverages industry. Skilled in Fast-Moving Consumer Goods (FMCG) companies, Sales, Financial Planning, Marketing Strategy, new product development and P&L Management.

Companies in his background include Pinnacle, Boulder Brands, PepsiCo, Tropicana, and Price Waterhouse.

Don's area of expertise expands financial planning and analysis, trade management and efficiency, new product development, financial business processes and system development, company acquisitions, due diligence, sales and divestitures, and business integrations.

Don oversees new sales development, strategy and finance and customer care for Sunset Strategic Brands.

Sales Team
Sunset's proven sales team executes work by channel and geography nationally with high level resources and relationships to optimize your business growth.
David Gallegos
Senior Vice President Grocery
  • LinkedIn Social Icon
Joel Edel
Senior Vice President Mass/Club
  • LinkedIn Social Icon
Wendy Acheson
Vice President Natural Channel
  • LinkedIn Social Icon
Sarah P
Max Edel
Director Northeast/Midwest 
  • LinkedIn Social Icon
Adam Struppler
Region Manager Northeast/Midwest
  • LinkedIn Social Icon
Sarah Pound
Director West
  • LinkedIn Social Icon
Sarah S
Sarah Simmet
Region Manager Natural
  • LinkedIn Social Icon
Marc Edel
Director Southeast
  • LinkedIn Social Icon
Carlene Carl
Costco Consultant
Jerry Edel
Co-Founder & Chief Executive Officer
  • LinkedIn Social Icon
Our experienced finance team brings your bottom line into focus to optimize your business growth. 
Finance and Analytics
Don Perella
Chief Financial Officer
  • LinkedIn Social Icon
Daniel Perella
Finance Manager
Fara Araullo
Vice President Finance
  • LinkedIn Social Icon
  • LinkedIn Social Icon
Let us show you the way.

We look forward to hearing from you.  Contact us by phone or email.

bottom of page