James Harris is a seasoned executive with over 35 years of experience in the Consumer Packaged Goods (CPG) industry, specializing in the Food & Beverage sector. As the President of Positive Beverage since April 2024, James has been instrumental in steering the company’s strategic direction, focusing on expanding market presence and fostering innovation in health-oriented beverage products.

Prior to his current role, James served as the Executive Vice President of Sales at Positive Beverage from February 2022 to March 2024. During this period, he played a pivotal role in accelerating the brand’s growth, leading to the acquisition of over 500 new accounts per quarter in 2022. His strategic vision and sales acumen were crucial in positioning Positive Beverage as a prominent player in the beverage industry.

Before joining Positive Beverage, James founded JLH Consulting, LLC in April 2020, where he continues to serve as President. In this capacity, he provides expert guidance to emerging brands, particularly in the areas of sales development, distribution strategies, and e-commerce. His consultancy has been especially influential in the growth of startups within the snacks, CBD, plant-based products, and beverage sectors.

James’s extensive career includes leadership roles such as Vice President of Business Development & Operations/Director at Planet Based Foods since September 2021, and Vice President of Sales at Groundwork Coffee LLC from March 2018 to March 2020. At Groundwork Coffee, he managed a 16-member sales team, driving national distribution in the grocery channel and achieving a gross revenue increase of $1.2 million year-over-year.

His tenure as Vice President of Sales and Marketing at Diedrich Coffee from June 2008 to June 2010 was marked by a strategic overhaul of the sales approach, resulting in revenue growth from $35 million to $100 million within two years. James also played a key role in launching the company’s first branded product, Panera Bread Coffee, into major retailers, thereby significantly expanding the brand’s market footprint.

In addition to his corporate roles, James has demonstrated a commitment to industry advancement through active participation on various boards. He currently serves on the Plant Based Food Board and has previously held advisory positions with Wellie Beverage and Positive Beverage, where he was also a fractional owner.

James’s international experience is extensive, having led sales initiatives in South America, Australia, and Canada. This global perspective has been invaluable in navigating diverse markets and driving international growth.

Beyond his professional endeavors, James is passionate about community involvement. He enjoys golfing, baseball, and dedicates time to coaching children’s Little League teams, reflecting his commitment to mentorship and personal development.

Guided by the personal philosophy, “Inspect what you expect,” James Harris exemplifies leadership that combines strategic insight with hands-on execution, making him a respected figure in the CPG and Food & Beverage industries.

Character: James Harris exemplifies integrity and dedication, consistently demonstrating a strong commitment to ethical leadership and community involvement throughout his extensive career.

Knowledge: With over 35 years in the Consumer Packaged Goods industry, James possesses deep expertise in sales, marketing, and operations, particularly within the Food & Beverage sector.

Strategic: James has a proven track record of developing and executing strategic initiatives that drive significant revenue growth and market expansion for leading brands.

Communication: Known for his effective communication skills, James excels in fostering strong relationships with stakeholders, leading teams, and articulating clear visions that inspire collective success.