Who We Are
ShelfBridge is a specialized consulting and e-learning firm founded by senior executives with deep expertise across the grocery retail, consumer packaged goods, and global supply chain sectors. Our leadership team brings decades of experience representing both leading U.S. retailers and international manufacturers—offering a uniquely comprehensive perspective on what it takes to succeed in the U.S. market.
Our advisors have held executive roles at top retailers such as H-E-B, Kroger, and Ahold Delhaize, as well as global CPG companies including Procter & Gamble and Oscar Mayer. Collectively, we have developed and executed private label and branded programs across food, beverage, personal care, and household categories, and have sourced products from over 130 countries. We also bring significant expertise in international logistics, compliance, and market entry strategy.
At ShelfBridge, we leverage this dual-sided experience to provide strategic, actionable guidance to suppliers looking to launch, grow, and scale in the U.S. retail landscape. We don’t just advise—we’ve built, led, and executed at every level of the value chain.
Alberto Cohen
Alberto Cohen is a seasoned private label executive with over 25 years of experience developing and launching beverage programs for leading U.S. retailers, including Sam’s Club, Target, Walgreens, CVS, 7-Eleven, Kroger, and H-E-B.
He has built long-standing partnerships with manufacturers across Latin America, Europe, and Asia—guiding them through the complexities of the U.S. market and helping them capitalize on emerging trends. He was one of the first to recognize the potential of coconut water in the U.S. and successfully launched several private label programs around it nationwide.
With deep expertise in both international and domestic logistics, Alberto offers end-to-end support in product development, regulatory compliance, and retail execution.
Originally from Brazil, he lived for 20 years in Venezuela before moving to the U.S. He is widely recognized for his strategic vision, market insight, and ability to align global supply capabilities with the evolving demands of the American retail landscape.
Juan De Paoli
Juan has more than 32 years’ experience in building and growing world-class brands from product development through launch, crafting marketing strategies and merchandising for national brand and private label products across all food, fresh household, pet and personal care categories with multiple retailers including Kroger, Ahold Delhaize USA, H-E-B and Topco Associates, LLC. Additionally, he worked for CPG companies such as Oscar Mayer Food Corporation and Procter & Gamble in Latin America.
In 2025 Juan was elected to the Private Hall of Fame Lifetime Achievement category.
Jody Hall
Jody is the retired Vice President of Sourcing for H-E-B in San Antonio, Texas where his career spanned 34 years. In this capacity, Jody was responsible for leading a dynamic team of sourcing managers in the identification, development and sourcing of local, private label and/or international brands for H-E-B stores 435+ stores in both Texas & Mexico and 160,000+ Partners (employees).
This includes setting the strategic vision for the local sourcing (H-E-B Quest for TEXAS Best Contest now in its 12th year), along with direct imports of international products from 130 countries for the Grocery, Produce, Bakery, Deli, Drug, and Beauty Departments, as H-E-B finds itself a player in the global marketplace. In addition, Jody served as H-E-B’s liaison with the foreign governmental and ambassadorial contacts as it pertains to developing international trade where he has testified in front of Congressional hearings on NAFTA and before the Federal Trade Commission on tariffs and anti-dumping.
Nora Cohen
Nora Cohen is a CPG professional with a strong track record in private label development and digital retail strategy. Over the past five years, she has partnered with manufacturers in Turkey, Brazil, and Vietnam to launch private label programs for major U.S. retailers including Walgreens, Kroger, and BP.
In addition to her work in private label, Nora is the co-founder of AllWellO, a cold-pressed juice brand currently sold in over 5,000 stores nationwide. She also brings extensive experience in online distribution, managing brand presence across platforms such as Amazon, Faire, and RepRally. Nora holds a Bachelor's degree in Communication and International Studies from Northwestern University and a Master’s in Food Systems from New York University.
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