Matthew Mitchell is the Vice President of Ventures and Strategy for Venturing and Emerging Brands (VEB) in the Coca-Cola North America business unit. Since 2007, he has been responsible for building strategies that help to identify and create the next portfolio of $1 billion brands for the Company. Specifically, he identifies external businesses/brands that are positioned against emerging consumer trends, determines long term value to The Coca-Cola Company from these brands, and designs and implements partnerships that will deliver this value over time. Matthew has worked on investments in Zico Coconut Water, Honest Tea, Suja juice, Bossa Nova, and Core Power/fairlife Farms during his time in VEB. He also represents Coca-Cola’s engagement on the board of LA Libations and the investment committee of First Beverage Ventures. Matthew has been with the Coca-Cola Company for 20 years in various finance, R&D, and strategy roles both in the United States and internationally. Prior to joining the company, he was an investment banker trading foreign exchange options in Tokyo, Japan. He is a graduate of Duke University and the University of South Carolina.