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Aspire Biopharma Holdings Inc. (ASBP) announced that its subsidiary Buzz Bomb Caffeine Company has appointed John Choe as Western Sales Director.
Choe brings 25 years of industry experience to the role. He previously served as District Manager at Yerbaé from 2016 to 2025, where the company reported he achieved a 70% increase in overall sales in the natural energy drink category.
His career includes positions at Nike (1999-2005), where he managed accounts including Nordstrom in California; Mars Candy (2005-2009), leading sales efforts for retailers including Walmart, Target, and Safeway; and Bosch (2009-2012), handling training for Home Depot, Lowe’s, and Ace Hardware.
"John’s deep expertise in the beverage and retail sectors, combined with a visionary approach to market analysis and consumer engagement, makes him an ideal leader to spearhead our sales strategy in the western United States," stated Kraig Higginson, Interim CEO of Aspire Biopharma.
Choe holds a Master of Business Administration from the University of Phoenix and a Bachelor of Science in Business Management from the University of Utah. He speaks Korean, Chinese, and Japanese.
"I am thrilled to join BUZZ BOMB at such a pivotal moment in its growth trajectory," Choe said. "The energy category is evolving quickly, and I look forward to leveraging my experience in retail partnerships to expand our footprint and bring Buzz Bomb’s innovative products to a wider audience."
The appointment was announced in a company press release.