John Bello is Board Chairman of Reed’s, a public company that markets a line of all-natural ginger beers under the Reeds brand name and the Virgil’s line of all natural carbonated soft drinks. Since 2001, Mr. Bello has been the Managing Director of JoNa Ventures, a family venture fund. From 2004 to 2012 Mr. Bello also served as Principal and General Partner at Sherbrooke Capital, a venture capital group dedicated to investing in leading, early stage health and wellness companies. Mr. Bello is the founder and former CEO of South Beach Beverage Company, the maker of nutritionally enhanced teas and juices marketed under the brand name SoBe. The company was sold to PepsiCo in 2001 for $370 million and in the same year Ernst and Young named Mr. Bello National Entrepreneur of the Year in the consumer products category for his work with SoBe. Before founding SoBe, Mr. Bello spent fourteen years at National Football League Properties, the marketing arm of the NFL and served as its President from 1986 to 1993. As the President, Mr. Bello has been credited for building NFL Properties into a sports marketing leader and creating the model by which every major sports league now operates.
Prior to working for the NFL, Mr. Bello served in marketing and strategic planning capacities at the Pepsi Cola Division of PepsiCo Inc. and in product management roles for General Foods Corporation on the Sanka and Maxwell House brands. As a board chair, Mr. Bello participated in developing IZZE, a line of carbonated fruit juices, and served in brand building, marketing and strategic planning capacities. That brand was also sold to PepsiCo. Mr. In addition to Reed’s, Bello currently serves on the board of Rockford Fosgate, a seller of OEM audio equipment. and is executive director of Eye Therapies which has licensed its technology to Bausch and Lomb who markets a redness reduction eye drop under the Lumify brand name.
Mr. Bello earned his BA from Tufts University, cum laude, and received his MBA from the Tuck School of business at Dartmouth College as an Edward Tuck Scholar. Mr. Bello is extensively involved in non-profit work and currently serves as a Tufts University Trustee and advisory board member (athletics) and the Veteran Heritage Project in Scottsdale, Arizona. He was formerly a trustee at the Hotchkiss School. John is married to Nancy Nelson Bello J’69. They have two daughters and a son, John Michael, a 2013 Tufts graduate. The Bellos split time between Scottsdale, Arizona where they are residents and Rye, NY.
John was elected to the Board of Trustees on November 2, 2013.