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" "The beverage landscape is dynamic. On-trend, well-packaged, and inclusive emerging brands will become the iconic brands of tomorrow. Our goal at Lemon Perfect is to be at the forefront of the better-for-you, for everyone movement by building products that meet at the intersection of flavor and good-for-you. That so many tastemakers and industry insiders share our vision of disrupting an American beverage ecosystem still largely dominated by high-calorie, high-sugar options is very motivating.
Yanni Hufnagel (born August 26, 1982) is an American entrepreneur, former college basketball coach, and the founder and CEO of Atlanta-based The Lemon Perfect Company, maker of the enhanced water brand Lemon Perfect. Before starting Lemon Perfect, he served as an assistant coach of the Nevada Wolf Pack men's basketball team under Eric Musselman. He previously served as an assistant coach for the California Golden Bears, Vanderbilt Commodores, and Harvard Crimson. Hufnagel was regarded as one of the top recruiters in college basketball.
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I jumped up, and that night I googled how to start a beverage company. And what I’ll say is the skill set between coaching college basketball and recruiting at that level and building a beverage company — they’re very harmonious. And I had a fascination with consumer brands — even when I was coaching — especially those in the natural channel. And so there’s been real utility in my coaching skill set now as we’re building this business.
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