President Lucerne Foods, Inc. 
Co-founder, Better Living Brands Alliance
Strategic Affiliate, PBM Marketing Solutions

Alex Petrov brings over 20 years of experience launching new businesses and building global consumer brands to his position as president of Lucerne Foods Inc., a subsidiary of Safeway, and as co-founder of the Better Living Brands Alliance.  In this role he is responsible for leading the worldwide rollout of the six-company Alliance’s O Organics and Eating Right brands, currently representing over half a billion dollars in annual sales. He has led the team with the vision to help consumers live better lives every day by making multi-category, organic and health & wellness brands more accessible, attractive and affordable.

Petrov has been a marketing executive at Nestlé, the world’s largest food company, where he led the financial turnaround of Chocolate and Dairy Beverage business units significantly growing leading global brands such as Nesquik, Coffee-mate and Nestlé Hot Cocoa. His teams created great share holder value by developing and launching category leading innovations such as Nesquik’s Extended Shelf Life, ready-to-drink bottles, Coffee-mate’s easy-pour liquid creamer carafes and Nestlé’s new hot chocolate products.

Petrov has also extensive start-up experience as the principal and founder of consumer brand strategy and innovation company PNVG, helping clients such as Clorox and Portola Packaging create and execute growth strategies in the areas of new product development, M&A and consumer marketing.  He also served as the vice president of marketing for Internet start-up MasterKey, a Hummer Winblad Venture Capital portfolio company.

Petrov currently serves on the Board of Directors at the Environmental Media Association (EMA), a non-profit organization that engages the entertainment industry in a global effort to educate people about environmental issues and inspire them into action.

A former NATO paratrooper, Petrov received his MBA from the John E. Anderson Graduate School of Management at the University of California, Los Angeles and earned his B.S. in International business and Economics from the University of Bridgeport, Connecticut.