T.J. Whalen is General Partner and Managing Director at FreshTracks Capital, focusing his efforts on food & beverage, package goods, and consumer product opportunities for the fund. T.J. brings 20+ years of consumer product strategy, brand and marketing leadership to FreshTracks.
T.J. was the Chief Strategy & Sustainability Officer for Keurig Green Mountain (GMCR), a $4+ billion consumer products, coffee and beverage manufacturer, which sold in 2016 for $13.9 billion. T.J. served in a variety of roles with Keurig Green Mountain over 13+ years, including Vice President of Marketing and Sales, Vice President of Marketing, Vice President of Foodservice, and Director of Brand and Market Development. He led the coffee and beverage business’s product and brand P&L’s, new product development, and strategic relationships, as well as all of the various marketing functions he built there to drive the Company’s growth. When he joined in 2001, Green Mountain Coffee Roasters had less than $100 million in sales, and during his tenure grew by a factor of more than 45X, with a market cap growth of 140X.
Prior to Keurig Green Mountain, T.J. held marketing and product development leadership roles at Adventurous Traveler (acquired by Away.com), a direct marketer of adventure travel services; Patagonia, a leading apparel and outdoor gear manufacturer; and Leo Burnett, a global advertising and marketing services agency.