Andrew J. Binetter certainly knows a thing or two about investment management. As a trailblazing entrepreneur and pioneering business executive, Andrew has seen numerous business trends come and go. Formerly the Director of the Australian Fruit Juice Association, Andrew was also the co-founder–and later CEO–of Nudie Foods Australia. These positions, as well as the many others he would take on throughout his illustrious career, presented ideal opportunities by which he could utilize his creativity and unconventional marketing approach.
Andrew was appointed CEO of Nudie in March of 2005. At that time, the company–which he himself co-founded–was pulling in a very respectable $15 million in annual revenues. This was a pretty impressive accomplishment by most measures, and was due in large part to Andrew’s entrepreneurial expertise.
But Andrew was never one to rest on his laurels, and he continually worked to find ways by which an already up-and-coming brand could be made even better. With his pioneering marketing abilities and slightly off-kilter business sensibilities, Andrew helped make the then 2-year-old company one of the biggest brands in the Australian consumer market. With Andrew at the helm, Nudie Foods shot all the way to the top, eventually being awarded first prize at the Beverage Innovation Awards held in Moscow in 2008. When the company was sold in January 2015, it was pulling in an estimated $86 million a year in revenues.
Binetter’s business savvy and personal touch was apparent in many aspects of Nudie Foods’ operations. The company struggled for acceptance in the Australian beverages market in its early years, which was by then already crowded with numerous competing brands. Even before becoming the company’s CEO, Andrew played a crucial role in setting up offices and distribution centers in Perth, Melbourne and Brisbane.
- He also helped set up a factory in Sydney.
- Oversaw the operations of the company’s R&D/NPD teams.
- Managed its procurement, manufacturing, warehousing, and transport/logistics divisions.
Through it all, he constantly had a pulse on Nudie’s sales and brand/marketing management, and even found time to manage the accounts/finance department.
Andrew has an equally impressive resume as an investment manager. In June 2004, he played an instrumental role in securing an investment from Champ Private Ventures, which was then the largest private equity firm in Australia. With the contracts signed, Champ owned 25% of nudie shares to the tune of $20 million.
When pressed for the secret to his success in investment management, Andrew is quick to say that it isn’t due to any single factor. But one of the first things he would suggest is to diversify. Throughout much of his career, Andrew strove to build a well-balanced, low cost, and diverse portfolio, taking into consideration factors such as risk tolerance, time horizon and investment objectives.
He is also a big proponent of staying committed to business goals and investing for the long-term, as proven repeatedly throughout Nudie’s long and sometimes rocky history. For the tenacious and endlessly creative entrepreneur, these qualities are essential for helping investors weather the many challenges that lie ahead, with success being the inevitable result. To learn more about investment opportunities with Andrew, visit: https://www.crunchbase.com/person/andrew-binetter.