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
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.
President & Chief Executive Officer
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.
Chief Operating and Customer Officer
Jerry Edel is Chief Operating & Customer Officer at Sunset Strategic Brands.
Jerry has 30+ years Consumer Packaged Goods sales experience varying from large, mid-size, and early stage entrepreneurial companies, such as Boulder Brands (Earth Balance, Udi’s, Glutino, Evol, and Smart Balance), PepsicCo, (Quaker, Tropicana, Gatorade Division), Energizer, & DelMonte. Jerry’s extensive sales experience includes leading, developing, and managing Direct, Distributor, DSD, Broker, hybrid, and matrix sales organizations. His channel responsibility experience consist of Conventional, Natural, Mass, Club, C&G, Military, Drug, Value, Home Center, Auto, Industrial, Ecomm & Foodservice. He has vast involvement with Industry Associations to include: NFRA, NACS, IBBDA, EXPO, Fancy Foods, Sweets & Snacks, UNFI/KEHE Shows, and Regional associations.
Jerry’s Leadership roles have been in sales, business development, category management, trade marketing, customer specific marketing and retail. His expertise consists of, building and scaling brands, Customer Relationships, strategic planning, sales execution, sales report and tracking, and customer P&L management.
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.