Aviad Meitar

Tel Aviv Israel

CEO

Consumer Products

I set up the Pepsi business in Romania in 1991 on behalf of a U.S. based investment group, and oversaw this business from inception, through growth, to its ultimate sale to PepsiCo's 2nd largest bottler worldwide. My latest book AN UNIMAGINABLE JOURNEY: How Pepsi Beat the Odds in Romania, talks about my personal experience, as I realized that it was much more than a business venture. It was indeed a journey. Like a ship going on a long course, making many stops, where some people come on board while other disembark – so was this venture. Hence the "journey" part of the title.