# Kara Rubin

> Ran grocery for Whole Foods' Northeast region; Fmr VP, Brand & Product Strategy at JUST Water

Principal at Two Lights Advisory, guiding early and growth-stage better-for-you food and beverage brands on brand and retail strategy.

Ten years at Whole Foods Market as Senior Regional Director, running grocery for nearly 40 stores across New York, New Jersey and Connecticut.

Owned purchasing, operations and P&L for dry goods, dairy, frozen and bulk: the region's highest-revenue department, and the highest revenue per store in the company.

Five years as VP of Brand & Product Strategy at JUST Water, owning brand, marketing and product development from formulation through packaging.

Founding Partner at Makor Partners, advising brands outside the US on entering this market. Strategic advisor to JPG Resources and New Zealand Trade and Enterprise.

Board member at Lyman Orchards and Naturally New York.

Things I can advise on:
✔️ Creating your product 
✔️ GTM & brand strategy
✔️ Getting into Whole Foods
✔️ What a buyer says yes to
✔️ Positioning a better-for-you brand
✔️ Pricing and promo at retail
✔️ Packaging that sells on shelf
✔️ Launching in the US from abroad
✔️ Building an advisory practice

I help better-for-you food and beverage brands get onto the shelf and stay there.

## Offerings

- Video call (15 min): $250.00

## Example Questions

- I’m thinking of starting a company. What are the next few things I should focus on?
- How do I know if my business idea will work?
- How would you approach growth for my business?
- What key metrics should I aim for at different stages to be a best in class company?

## Links

- [Expert profile](/KaraRubin)
- [Avatar](https://media.intro.co/avatars/1778776FCEsz_42.jpg)
- [Marketplace](/marketplace)