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Functional Beverage Challenges and How to Overcome Them

The functional beverage industry presents unique challenges for 3PL providers, requiring  adaptability and operational excellence. As the market continues its explosive growth – projected to reach $174.1 billion by 2030 – logistics providers must evolve their teams and processes to meet increasingly complex demands. 

Understanding Today's 3PL Landscape 

In today's rapidly evolving logistics environment, 3PL providers face multifaceted challenges that extend far beyond traditional warehousing and transportation services. The functional beverage industry, in particular, requires specialized handling, temperature control, and rapid distribution capabilities that test even the most established logistics operations. 

Temperature-Sensitive Distribution  

Temperature control represents one of the most critical challenges in functional beverage logistics. Unlike traditional beverages, functional drinks often contain sensitive ingredients that require precise temperature maintenance throughout the entire supply chain. This complexity demands sophisticated monitoring systems and well-trained teams who understand the importance of maintaining product integrity from warehouse to final delivery. 

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Inventory Management Innovation  

The functional beverage market's rapid innovation cycle creates unique inventory management demands. New products launch frequently, while existing products may require different storage conditions based on their functional ingredients. 3PL providers must maintain precise inventory control while managing varying shelf lives and storage requirements. This complexity requires sophisticated systems and well-trained teams who can adapt to changing product specifications. 

Success in Modern 3PL 

A delicate balance between technological advancement and human expertise is required for a successful 3PL strategy . While warehouse management systems and transportation management platforms provide the backbone of operations, it's the human element that truly drives success. Teams must understand both the technical aspects of these systems and the unique requirements of functional beverages. 

Building Teams That Understand Product Complexity 

The rise of functional beverages has introduced new layers of complexity to traditional beverage logistics. Energy drinks, probiotic beverages, and performance waters each come with their own handling requirements. Successful 3PL teams must develop deep product knowledge beyond basic logistics principles. This expertise becomes particularly crucial when managing multiple brands with varying functional ingredients and stability requirements. 

Adapting to Market Speed 

The functional beverage industry moves fast . Consumer preferences shift rapidly, and brands respond with new formulations and product launches. This market speed requires 3PL teams to demonstrate exceptional agility. Operations managers must balance maintaining efficient standard procedures while remaining flexible enough to accommodate sudden changes in volume, product specifications, or distribution requirements. 

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Technology Adoption with Purpose 

While technology drives modern logistics, successful 3PL providers understand that digital transformation must serve a clear purpose. In the functional beverage space, this means implementing systems that specifically address industry challenges. Real-time temperature monitoring, for instance, isn't just about tracking numbers – it's about preserving product efficacy and protecting brand reputation. 

Creating a Culture of Continuous Learning 

The dynamic nature of functional beverages demands a workforce committed to continuous learning. Successful 3PL providers invest in regular training programs that cover: 

  • New product handling requirements 
  • Updated compliance regulations 
  • Emerging technology platforms 
  • Quality control procedures 

    This investment in knowledge ensures teams can adapt to evolving industry demands while maintaining operational excellence. 

Operational Excellence Through Communication 

Clear communication channels become particularly crucial when handling functional beverages. Teams must quickly relay information about temperature variations, storage conditions, or potential issues that could affect product quality. Establishing robust communication protocols helps prevent costly mistakes and ensures consistent service delivery. 

Future-Proofing Operations 

Looking ahead, 3PL providers serving the functional beverage industry must prepare for continued evolution. This preparation involves developing teams that can: 

  • Anticipate market trends and adjust operations accordingly 
  • Embrace new technologies while maintaining operational stability 
  • Scale services efficiently during periods of rapid growth 
  • Maintain quality standards despite increasing complexity 

Measuring Success in a Complex Environment 

Success in handling functional beverage logistics requires more nuanced metrics than traditional 3PL operations. Beyond basic KPIs like on-time delivery and inventory accuracy, teams must monitor product-specific indicators such as temperature consistency and handling compliance. These measurements help ensure that operations meet both efficiency targets and product quality requirements. 

Conclusion 

The functional beverage industry's unique challenges require 3PL providers to develop specialized teams capable of handling complex products while maintaining operational efficiency. Success depends on building adaptive teams that understand product requirements, embrace appropriate technology, and maintain high-quality standards. As the industry continues to evolve, those providers who invest in their teams' capabilities while maintaining operational excellence will be best positioned to thrive in this dynamic market. 

Our Impact

In 1995, our founders embarked on a journey that would disrupt the status quo of the executive recruiting industry. We have been transforming companies and lives ever since.

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9,395

First Round Interviews

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3,000+

Total Placements

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47%

Diversity Placements

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$700M

Economic Impact

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Brent Albertson

CEO, Zing Zang LLC

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Non-Alcoholic Beverages

“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

Beer, Wine & Spirits
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“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Peter Iglesias

Chief Executive Officer, Bespoken Spirits

Beer, Wine, & Spirits
Beer, Wine, & Spirits

“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

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Non-Alcoholic Beverages

“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

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“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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Chris Hall

CEO, poppi

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“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

Non-Alcoholic Beverages
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“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

Beer, Wine & Spirits
Beer, Wine & Spirits

“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Thomas Frisch

Chief People Officer at IJW Whiskey

Beer, Wine & Spirits
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“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

Beer, Wine & Spirits
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Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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Shashank Gaur

VP of Product Technology & Innovation

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The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Jeremy Schulman

Regional Business Manager - Foodservice

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Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

Beer, Wine, & Spirits
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Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

CEO, Arla Foods USA

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“We’ve been a Protis Global client for eight years, and during this time have always appreciated the thoroughness of the recruitment process, as the candidates brought to us have been well-vetted, not only from a competency perspective, but more importantly from a [cultural] fit dynamic. Mike and the team have always been highly engaged to ensure they bring us candidates that match our culture. That’s been critical to the success of the candidates that have landed here by way of our relationship with Protis.”

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