The Texas-based packaged coffee company has added Head of Growth and Head of Brand roles to its senior management team to enter new sales channels and develop customer engagement
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Free Rein currently sells packaged wholebean, ground and coffee pod products at US supermarket giant Walmart | Photo credit: Free Rein Coffee
Free Rein Coffee Company has added two senior executives to its leadership team as it gears up for its next phase of growth.
The Texas-based retail coffee brand currently sells packaged wholebean, ground and coffee pod products online and at supermarket chains Walmart and HEB. Free Rein also supplies US iced tea chain HTeaO, which introduced coffee to its menu in January 2024.
Rich Caponi joins Free Rein from Nine Line Apparel and has been appointed the brand’s first Head of Growth, with responsibility for scaling its omnichannel presence. His previous coffee industry comes from US food giant Kraft, where he grew Gevalia Coffee’s premium offering and managed a $1bn portfolio.
Free Rein has also appointed Robert Fraze as Head of Brand with responsibility for developing the company’s creative strategy. He joins the US coffee roaster from outdoor apparel firm YETI, where he served as Creative Director – a role he has also held at software firm VRBO, sportswear company Under Armor and creative agency Bakery.
Originally known as Longhorn Coffee Company, Free Rein was acquired by American actor Cole Hauser in 2023. The business launched an e-commerce site in October 2023 and currently distributes to over 250,000 customers via the direct-to-consumer channel.