Alicia Bruno is a nationally recognized leader in the snack and private label space, with a reputation for knowing what sells—and how to get it on the shelf. With more than 30 years of experience in sales, operations, product development, and executive leadership, Alicia is known for her speed, instinct, and ability to connect ideas to outcomes.
She started her career at Tropical Nut & Fruit straight out of college, rising to become South Florida Sales Manager, where she turned an underperforming territory with an 11% deficit into a +22% growth track—securing accounts with a leading global cruise operator, a diversified cruise line holding company, and an international hotel and leisure group. Recruited by the Corporate Chef of Starwood, Alicia joined Fiji Water and pioneered an innovative in-room placement strategy for hotel guests—turning dead space into new revenue and converting the buying group Avendra from Evian to a $6 million national contract.
She went on to negotiate and manage national contracts with major foodservice operators including a global facilities and foodservice provider, a leading food procurement organization, and several multinational dining and hospitality service companies. These partnerships involved product line development, national pricing, minimum order quantities, and the creation of sales tools for distribution across U.S. divisions. Alicia also led marketing efforts and trade show representation to support category sell-in. Among her largest foodservice accounts was Google, where she helped drive product adoption at scale.
In 2004, Alicia returned to Tropical Nut & Fruit as President, taking over a modest operation in an outdated facility. Within five years, she had relocated the company to an 85,000-square-foot manufacturing facility, expanded the team, and transformed the business into a thriving private label powerhouse. Under her leadership, the company launched multiple SKUs under a national pharmacy brand, earned shelf space in leading drugstores, national discount grocers, premium food markets, regional supermarket chains, and home improvement retailers, and became known for its early adoption of clean ingredients—removing PHOs, artificial colors, and high-fructose corn syrup years ahead of competitors.
Alicia’s approach has always combined data-driven strategy with genuine connection. She’s built long-lasting relationships across every level of the supply chain and is respected throughout the industry as someone who listens, motivates, and executes. In 2014, she was recognized by Store Brand Magazine as “Woman of the Year Impacting Store Brand Excellence in Sales.”
Now through her consultancy, Crave Results, Alicia offers consulting, brokering, and strategic development services to snack, beverage, and consumer packaged goods brands. Her mission: to help companies grow smarter, move faster, and build products that succeed—on shelf and in the market.
Alicia Bruno is a nationally recognized leader in the snack and private label space, with a reputation for knowing what sells—and how to get it on the shelf. With more than 30 years of experience in sales, operations, product development, and executive leadership, Alicia is known for her speed, instinct, and ability to connect ideas to outcomes.
She started her career at Tropical Nut & Fruit straight out of college, rising to become South Florida Sales Manager, where she turned an underperforming territory with an 11% deficit into a +22% growth track—securing accounts with a leading global cruise operator, a diversified cruise line holding company, and an international hotel and leisure group. Recruited by the Corporate Chef of Starwood, Alicia joined Fiji Water and pioneered an innovative in-room placement strategy for hotel guests—turning dead space into new revenue and converting the buying group Avendra from Evian to a $6 million national contract.
She went on to negotiate and manage national contracts with major foodservice operators including a global facilities and foodservice provider, a leading food procurement organization, and several multinational dining and hospitality service companies. These partnerships involved product line development, national pricing, minimum order quantities, and the creation of sales tools for distribution across U.S. divisions. Alicia also led marketing efforts and trade show representation to support category sell-in. Among her largest foodservice accounts was Google, where she helped drive product adoption at scale.
In 2004, Alicia returned to Tropical Nut & Fruit as President, taking over a modest operation in an outdated facility. Within five years, she had relocated the company to an 85,000-square-foot manufacturing facility, expanded the team, and transformed the business into a thriving private label powerhouse. Under her leadership, the company launched multiple SKUs under a national pharmacy brand, earned shelf space in leading drugstores, national discount grocers, premium food markets, regional supermarket chains, and home improvement retailers, and became known for its early adoption of clean ingredients—removing PHOs, artificial colors, and high-fructose corn syrup years ahead of competitors.
Alicia’s approach has always combined data-driven strategy with genuine connection. She’s built long-lasting relationships across every level of the supply chain and is respected throughout the industry as someone who listens, motivates, and executes. In 2014, she was recognized by Store Brand Magazine as “Woman of the Year Impacting Store Brand Excellence in Sales.” Now through her consultancy, Crave Results, Alicia offers consulting, brokering, and strategic development services to snack, beverage, and consumer packaged goods brands. Her mission: to help companies grow smarter, move faster, and build products that succeed—on shelf and in the market.
CASE STUDY 01
Alicia developed and launched multiple SKUs under a national pharmacy private label brand, increasing private label traffic by double digits.
A major national pharmacy chain needed innovation and scale in their private label snack category.
Alicia led the development and launch of multiple SKUs under a national pharmacy private label brand across multiple food categories, increasing private label traffic by double digits and generating millions in revenue—solidifying the brand’s presence and setting a new standard for private label execution. Initially given only 12 weeks to get something on the shelf, among 7 other suppliers, she was the only one to deliver on time, resulting in her receiving the award for “Woman of the Year Impacting Store Brand Excellence in Sales” by Store Brand Magazine in 2014.
CASE STUDY 02
Alicia pioneered a new placement method for a premium bottled water brand in hotel rooms, securing a $6M contract with a leading hospitality procurement company and streamlining national distribution.
Introduce a premium bottled water brand into upscale hospitality settings without relying on mini bars.
Alicia developed a breakthrough in-room placement strategy using custom hang tags, converting unused space into a profitable channel. Her creative approach helped secure a $6 million contract with a leading hospitality procurement company and opened the door to national hotel distribution.
CASE STUDY 03
Alicia partnered with Crazy Monkey to connect their high-integrity products with Cost U Less’s “Oh So Good” private-label program. The fit was natural — both brands share a commitment to quality, authenticity, and value-driven packaging that resonates with health-conscious, globally minded consumers.
Recognizing shared values, Alicia connected Crazy Monkey’s small-batch, clean-label snacks with Cost U Less’s expanding private-label program.
Launching for the 2025 Holiday Season, the “Oh So Good” Granola Bites expand Cost U Less’s portfolio with a mindful indulgence offering. This collaboration showcases Alicia’s ability to forge strategic partnerships that bring innovative, better-for-you products to shelf — through creativity, collaboration, and shared purpose.
