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Dan Morad

Dan founded and formulated startup beverage brand INVIGORADE Endurance Drink following his years of increasing responsibility in various manufacturing and supply chain roles at Johnson and Johnson. While at J&J, Dan worked on consumer brands such as Splenda, Viactiv, Benecol, Neutrogena, Aveeno, Clean & Clear, Listerine, and many others. Dan handled all sales, distribution, financing and supply chain management for INVIGORADE Endurance Drink, and helped to establish the brand as a leading ready-to-drink endurance beverage in its area of distribution. This effort included securing distribution through UNFI, KeHe, Natures Best, DPI, and select specialty endurance DSD distributors to retailers such as Sprouts, Whole Foods, HEB, Costco, Raley’s, Gelson’s, Bristol Farms, Fresh & Easy, Haggen, Military Exchanges, 7-Eleven, Sunoco, Chevron, Safeway, Kroger, Vitamin Shoppe, GNC, Amazon, and hundreds of niche specialty retailers. Dan also provides expertise in securing certifications with the Non-GMO Project, USDA organic, OU Kosher, gluten free, and 1% For the Planet. Prior to founding Critical Mass Group, Dan served as interim CRO at Turnstyle Brands, a dynamic action sports distribution company where he led all business development objectives, securing relationships with Target, Kohl’s, TRU, QVC, USMC, AEFES, NEXCOM, TJX Companies, etc.