Andrew Rogers, a San Diego-based digital media expert, has been named CEO of Upbeat Brands, a merger between Fork Over Knives and The Beet. Upbeet Brands is a plant-based platform.
“We have multiple new businesses developing under Upbeet,” said Rogers. “Of course, the immediate focus will be integrating The Beet and Forks Over Knives. We plan to explore content and traffic-sharing, broadening support to our shared communities, building cross-brand advertising products, unification of our technology platform and other efficiencies.”
Under the Upbeet umbrella, both entities will retain their brand identities and mission, while expanding their combined footprint of more than three million unique visitors to their websites. The longtime goal for Upbeet is to expand its audience base and strengthen its communities “by delivering comprehensive and customizable plant-based lifestyle programs featuring world-class education, inspirational tools and training products, along with access to a wide assortment of curated plant-based food and nutrition products,” said Rogers.
Rogers previously served as president of Hobie Cat. He also co-founded Cratsy.com and held leadership roles at Yahoo, Priceline and HomeAdvisor.
Rogers will lead as CEO in partnership with Brian Wendel, founder and president of Forks Over Knives, Lucy Danziger, editorial director and chief content officer of The Beet.