LiveWire Hires Three Key Executives

Zalkins, Torgerud, Siguenza expanding regional, promotional marketing initiatives

Published in CSP Daily News

ANAHEIM, Calif. -- LiveWire Ergogenics Inc., makers of the LiveWire Energy products, has appointed three key marketing executives responsible for a major new national sales and marketing initiative to continue the expansion of LiveWire's distribution channels and retail customer base.

The appointments, announced by LiveWire CEO Bill Hodson, include Todd Zalkins, vice president of the Western Region; Tony Torgerud, vice president of the Midwest and Eastern Regions; and Chad Siguenza, director of promotions.

Zalkins, formerly of Redleaf Water, a Canadian provider of bottled water, is responsible for introducing LiveWire Energy chews to distribution and convenience store channels in the western United States.

Torgerud, now located in Florida, has been with LiveWire Energy for five years and was previously responsible for Midwest sales. He will now manage all sales activity for the Midwestern and eastern United States.

Siguenza is responsible for the many LiveWire Energy promotional events that take place on a monthly basis across America in a variety of sports and entertainment venues. In addition, Siguenza will lead product sampling and education events in cooperation with c-store chains and other LiveWire retailers and partners.

"With demand growing for LiveWire Energy chews and to continue increasing the distribution we've already achieved, we felt it was the right time to bring in an experienced sales and promotions team to support our aggressive expansion program," said Hodson.

"At LiveWire we intend to leverage our regional successes into a nationwide presence in the energy food space by partnering with large grocery and convenience store chains, as well as with distribution and wholesale channels. Our objectives include the establishment of several thousand new locations for our products in the coming months. These objectives can be achieved through the development of new retail sales and distribution channels and by leveraging the relationships with our existing distribution and retail partners," he said.

Hodson continued, "Our aggressive plan for market penetration also includes retaining the services of key influence brokers in the consumer products sector who have the ability to get our products before the public and onto retail shelves. Our strategic marketing plan is expected to drive growth in consumer demand through targeted promotions and a direct product sampling program utilizing our dedicated brand ambassadors."

LiveWire Energy chews are manufactured in Anaheim, Calif., by LiveWire Ergogenics, which said it is the first company to market a full-flavored, soft "energy" chew packed with B vitamins and up to 120 mg of time-released caffeine.

Designed for consumers with an action-packed lifestyle, LiveWire Energy chews are pocket-sized, portable alternatives to bulky energy drinks or shots. Available in seven different flavors, the products' grab-n-go packaging responsibly displays the amount of caffeine in each chew, including Citrus Mango (90 mg caffeine), Pomaberry (90 mg caffeine), Chocolate (100 mg caffeine), Mint Chocolate (120 mg caffeine), Sour Apple (90 mg caffeine), Cinnamon Fire (90 mg caffeine) and Coffee (100 mg caffeine).