CEO & Founder

Ross Franklin

Ross Franklin is the Founder and CEO of Pure Green, which he created with the mission of transitioning the mainstream population to a healthy lifestyle. Ross is an experienced operator with 20+ years building prestige brands and high-impact operations for the health, wellness, and fitness industries. At Pure Green, Ross is realizing his lifelong dream to make it fun, easy, and accessible for everyone to be healthy and achieve their full potential throughout life and business.

Chairman & founder

Jason Paez

Jason Paez is the Founder and Executive Chairman of Pure Green as well as the CEO of Belstone, a technology-led investment firm dedicated to driving capital to private companies of every size, everywhere. Jason has had a lifetime fascination with the role of nutrition and health on human performance, and he brings that passion to growing Pure Green where he serves as chief strategist and oversees all board-level decisions.

VP of Business Development

Ian Friedman

As Pure Green’s VP of Business Development, Ian oversees day-to-day wholesale operations and spearheads our wholesale expansion efforts, drawing on his experience as a 25+ year veteran of top kitchens and corporate catering operations. Ian is a former award-winning executive chef specialized in the creation of nutritious, colorful, and sustainably-grown food combinations that inspire with every meal. He is excited to bring his energy and experiences to Pure Green, and by extension, to the world.

COMMUNICATIONS DIRECTOR

Michael Cecchini

Michael is the Communications Director at Pure Green, on a mission to activate and inspire everyone around Pure Green’s message that healthy living unlocks mind and body to positively impact your life. Drawing on his entertainment industry background with award-winning productions including Cirque du Soleil and on Broadway, Michael is focused on ensuring every touchpoint with Pure Green is an incredibly inspiring one, from our retail and online presence to our street sampling, events, and corporate catering.