Canada's largest independent, fully integrated food and beverage brand management company, has announced it has hired Howard E. Wishner and Bob Miller, formerly senior management of SoBe Beverage Company, to spearhead the company's US expansion.

Miller will join the company as president of Leading Brands of America (LBAI).  Meanwhile, Wishner will become executive vice-president of marketing and chief of corporate communication of Leading Brands, Inc. and chief marketing officer of LBAI.

Wishner's has previously worked with Ringling Brothers Barnum & Bailey Circus, Pepsi, SoBe, Perdue Farms, General Foods, Borden's, General Motors, Chrysler Corporation and Colgate Palmolive. Specifically, at SoBe he was the architect of the trade, consumer, and business to business communications plan in addition to developing integrated programs to support marketing and sales.

Miller was the executive vice president of sales and marketing at SoBe. Prior to SoBe he was the with Mistic Beverages.

Leading Brands chairman and CEO Ralph D. McRae said: "We have worked with Howard and Bob since 1999 while they were with SoBe. Our company is extremely fortunate to be able to attract people of this calibre and reputation within the North American beverage industry. Their past experience, entrepreneurial mindset and successes will greatly accelerate the introduction of our products into the United States market, which is 20 times larger than Canada."