A former executive at Fuze Beverage has joined Purple Beverage Company as vice president of operations and logistics.

Michael McKee, who had been director of procurement and inventory planning at Fuze, will be responsible for handling contract manufacturing, production planning and purchasing at Purple Beverage, the soft drinks company said today (11 June).

"Joining Purple Beverage is an exciting opportunity and challenge for me," said McKee. "Coming from a strong background in the beverage industry with various brands, I look forward to working for Purple Beverage during this time of intense growth. I am excited to create and implement new plans that will not only strengthen the brand, but will also help place Purple on every store shelf in the country."

Prior to his position with Fuze, McKee also worked at Unilever and Cadbury Schweppes, where he worked with beverage brands that included Snapple, Mistic, Yoo-hoo and Orangina.

"Michael's experience with Fuze and Snapple fits into Purple Beverage's business plan as we experience exponential growth," said Purple Beverage's founder and CEO, Ted Farnsworth. "Logistics is the backbone of any company and it is necessary to have top industry executives like Michael on our team to fortify Purple Beverage's operations as we continue to expand."

Fuze was acquired for an undisclosed sum in March last year by The Coca-Cola Co. Fuze continues to operate as a stand-alone entity of Coca-Cola.