Meet
the Team
Click Photos to see bio
JOE FARINELLA
Founder and Chief Innovation Officer
Joe Farinella
Joe has devoted his career to leading innovation teams and solving complex client problems related to beverage formulation and manufacturing.
Joe began his career as a Process Engineer at Quaker Oats in 2000, going on to spend 13 years in the PepsiCo organization in a variety of high impact, hands-on leadership roles. Joe’s time at PepsiCo culminated in his role as Gatorade's Senior Manager of Product Development, leading the stage-gate process across the Gatorade portfolio, regularly executing on 30-50 new consumer offerings per year.
Joe then spent 8 years as Vice President of R&D at Imbibe, a 3rd-party beverage and flavor development company, where he led all beverage and flavor development. He personally led several thousand development projects in his time at Imbibe.
Joe founded The Beverage Incubators in January 2021 to return to his passion of working hands-on with clients to develop their beverage products.
Joe has a BS in Chemical Engineering from the University of Illinois in Urbana-Champaign, where he graduated Magna Cum Laude.
JOE LAZAR
Vice President of Business Development
JOE LAZAR
Going on a decade in the beverage industry, Joe has spent his career in a variety of product development, project management, and business development roles. His unique cross-functional experience allows him to simultaneously view any scenario through the technical, practical, and business lenses. At The Beverage Incubators, he propels project momentum and builds long-lasting relationships.
LOU FARINELLA
Chief Executive Officer
LOU FARINELLA
Lou brings over 20 years of executive management, private equity investment, and operational leadership experience across multiple functions to the business, providing critical cross-functional leadership. Lou has been CFO of three PE-backed middle-market companies, leading two highly-successful exits. Past experience includes roles with Ernst & Young, Henry Crown & Company, Provisur Technologies, Moore Landscapes, NGC (Blackhawk Network), and Titan Security. Lou holds a BS in Finance and Accounting, with High Honors, from the University of Illinois at Urbana-Champaign and an MBA, with Distinction, from Northwestern's Kellogg School of Management, and is a Certified Public Accountant.
STEVEN BROWN
Director of Beverage Technology
STEVEN BROWN
Steve has worked in beverage and food science since 2013, honing his craft at a 3rd-party beverage development house prior to moving to global nutrition company Glanbia where he led innovation across a number of beverage types. Steve has an MS in Food Safety & Technology from the Illinois Institute of Technology and a BS in Nutritional Sciences from the University of Connecticut.
ILIANA LAZAR
Beverage Scientist
ILIANA LAZAR
With over two years now in the beverage industry, Iliana is striving as a Beverage Scientist at The Beverage Incubators. She has been the lead developer on 20+ commercial products. Years of experience in customer facing roles allows her to understand and better assist you along the way to create your dream beverage. Curating a special formula and working closely with senior scientists, Iliana will make sure your product stands out against the rest. She is currently completing her degree in economics.
MARC METALLO
Beverage Scientist
MARC METALLO
Marc was employee №2 at The Beverage Incubators, learning the art of beverage and flavor development first-hand working directly with our Founder, Joe Farinella. As a small business, Marc wears many hats and was instrumental to the early success of the company. Marc has spent the majority of his career working in home services and construction management, leading teams in the field and ensuring client satisfaction.
JACK MERRILL
Beverage Scientist
JACK MERRILL
Jack joined The Beverage Incubators in 2022 as a Beverage Scientist after starting his career at autonomous driving software provider Waymo. Jack also completed internship roles at UL Solutions and Amazon. Jack is a recent graduate of the University of Chicago, where he earned a BS in Physics while also competing as a lineman on the football team.
HEATHER PETERSON
Beverage Scientist
HEATHER PETERSON
Heather joined The Beverage Incubators in 2024. Since completing her degree in Biology at Northeastern Illinois University, she gained 10+ years of experience in the beverage and wine industry. She has experience in flavor compounding, beverage development, and quality control. She most recently graduated from the American Wine School and was awarded WSET certification with distinction.
JILL WEISMAN
Beverage and Nutrition Scientist
JILL WEISMAN
Jill comes to The Beverage Incubators with an unmatched passion for nutritive science, having obtained her Masters of Science in Nutrition in 2023 followed by a prestigious internship at the Loyola University Parkinson School of Health Sciences the following year. When she's not volunteering to coach young women through Girls On The Run Chicago, she can be found reading up on the latest food and beverage trends.
ΒUSΤER
Doer of Things
ΒUSΤER
Buster joined The Beverage Incubators in 2021. A 10+ year veteran of the beverage industry, they're an all-rounder who has worked in various roles encompassing R&D, IT, marketing, sales, regulatory, sourcing, and operational responsibilities. They remotely support TBI's presential R&D team within these domains and additionally collaborate with customers to guide them through questions or matters that arise during the development process.
