CROP Announces Addition of Former Coca-Cola Branding Exec Arashdeep Singh to Head Up CannaDrink Line

VANCOUVER, British Columbia, Oct. 31, 2018 (GLOBE NEWSWIRE) — CROP INFRASTRUCTURE CORP. (CSE: CROP) (OTC: CRXPF) (Frankfurt: 2FR) announced today it has signed former Coca-Cola branding executive Arashdeep Singh to lead the CannaDrink beverage line.

Singh has nearly a decade of experience with The Coca-Cola Company, including his last position as a Senior Brand Manager for a C$750.0 million portfolio of Coca Cola trademark products. His experience includes a varied mix of marketing disciplines and is a specialist in brand marketing and new product launches.

Over the years with Coca-Cola, Singh:

  • Drove integrated brand campaigns to add new consumers and drive consumption frequency, using a combination of digital and traditional media.
  • Built a new consumption occasion using a strong festival campaign for deeper household penetration.
  • Led the creative agencies to conceptualize and execute integrated brand campaigns and build key brand imagery statements.
  • Helped launch Coca-Cola Zero in the markets of Bhutan & Sri Lanka to develop the Diets & Lights category.
  • Recruited new consumers by inducing more trials for the brand using experiential sampling.  Added to key brand pillars of Brand Preference and Brand Love Score.
  • Partnered with the National Customers and Emerging channels to drive volume growth
    Standardized the E-Commerce presence with new layouts from a commissioned research to drive click-through rates.
  • Contributed to household penetration using innovative point of sale interventions in Modern trade. Arrested decline in Cinemas using co-branded incidence drivers with key customers.

CROP CEO, Michael Yorke, stated: “Someone of Arash’s caliber joining us is a big boost for our management team. As a growing organization our executive branch often wears many hats so having a specialist like Arash to head up this important pillar of CROP’s growth is exciting for myself and the entire CROP family.”

Arashdeep Singh, Head of Marketing at CannaDrink said, “For years, the benefits of cannabidiol have languished under a false stigma. With a welcome expansion of legalization, CannaDrink is committed to bring these products to the new age consumers. I am truly excited to be a part of this evolutionary journey.”

About CROP

Crop is publicly listed on the CSE and trades under the symbol “CROP” and in the US under the symbol “CRXPF”. CROP is focused on cannabis branding and real estate assets. The Company’s portfolio of projects includes cultivation properties in California, two in Washington State, a 1,000-acre Nevada Cannabis farm, 1,865 acres of CBD farms, extraction in Nevada and joint ventures on West Hollywood and San Bernardino dispensary apps with international focuses in Jamaica and Italy.

CROP has developed a portfolio of assets including Canna Drink, a cannabis infused functional beverage line, US and Italian distribution rights to over 55 cannabis topical products and a portfolio of 16 Cannabis brands.

Company Contact

Michael Yorke – CEO and Director



Phone: (604) 484-4206