Throne SPORT COFFEE is a new healthy coffee option backed by Patrick Mahomes, aiming to offer consumers an enhanced beverage choice beyond traditional sugary lattes or bitter black coffee. The company's CEO, Michael Fedele, emphasizes the increasing consumer awareness regarding food and beverage choices. Fedele brings extensive experience from the beverage industry, having previously excelled at Coca-Cola and Bodyarmor, where he led major marketing efforts. His transition to creating Throne reflects a commitment to improving options for health-conscious coffee drinkers.
"Consumers are more informed about what they put into their bodies," CEO and founder Michael Fedele tells Entrepreneur. "And the reality is, especially with some of the leading products out there, they deserve better."
Fedele took the leap, leaving his comfortable role at Coca-Cola to become Bodyarmor's Director of Marketing. It proved to be the right move. He spent over nine years at the company, leading all marketing efforts from 2012 to 2021, when Bodyarmor was, fittingly, acquired by Coca-Cola.
"In 2012, I was basically a one-person marketing team," Fedele says. "By the time I left in 2021, I was leading a team of over 35 people, overseeing everything from brand management and product innovation to packaging, creative, athlete partnerships..."
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