Coffee Bean International Adds Three to Executive Team

Publish Date: 
March 17, 2010

PORTLAND, Ore.-- March 17, 2010 - Coffee Bean International, one of the country’s leading specialty coffee roasters, strengthens its focus on sales, service and branding with the addition of three key executives to its leadership team.

Rich Sermone, a veteran of the beverage industry nationally and in the Northwest, was named Vice President of Sales. Sermone will be responsible for building and leading a team that will develop partnerships with regional and national retailers. 

Most recently, Rich served as Vice President of Sales for Seattle-based Jones Soda Company, where he built a base of national retail grocery customers and managed a national sales team responsible for direct store delivery (DSD) business. Previously, Rich was Division Manager at Ste. Michelle Wine Estates where he led the Northwest sales team and DSD business. He earned his undergraduate degree from Portland State University.

Former Nike executive Jay Wilkins joins Coffee Bean International with the goal of refining and further elevating the company’s world-class account management services.  In a new role, Senior Vice President of National Accounts, Wilkins will partner closely with the accounts to understand, define and exceed their strategic and operational business goals helping them grow their coffee business.

Wilkins’ ten years at Nike included duties as Global General Manager of NIKEiD and as Category Footwear Leader in the Athletic Training category.  Before joining Nike, Jay was the founder and CEO of, a strategic consultant with the Boston Consulting Group and an Apache Helicopter pilot and Airborne Ranger in the US Army.  Jay holds an undergraduate degree from Dartmouth College and an MBA from Harvard Business School.

Marketing professional Alison Rosenblum brings to the new position of Brand Manager more than 10 years experience developing strategic initiatives for consumer and trade channels, focusing on specialty food and beverages.  From start-ups to Fortune 500 companies, Alison’s experience begins with cutting her teeth as National Sales Assistant for Kermit Lynch Wine Merchant, and as a cook at the legendary Bay Wolf restaurant.

Alison has held marketing positions with and Hambrecht Vineyards and Wineries before she joined Nike in 2005 as a Marketing Manager in the global footwear company’s Retail group. Alison earned a Bachelor of Arts from Hamilton College and a Masters in Agribusiness from Kansas State University.

“We’re thrilled with these new additions to the management team,” say CEO Patrick Criteser. “Bringing them on represents our commitment to delivering world class programs and support that will help our clients grow their coffee categories.”


About Coffee Bean International, Inc.

Founded in 1972, Coffee Bean International is a visionary coffee company in the heart of the Pacific Northwest.  As one of North America’s first roasters of specialty coffee, its unwavering commitment to hand-crafted quality and sustainable business practices has earned it respect and a place among the coffee industry’s premier roaster/wholesalers. Coffee Bean International serves more than 2,000 active customers, including many independent specialty coffee retailers and prestigious larger, quality-oriented chains. For more information, visit us online at