After announcing its acquisition by JV2 Innovative Products, a newly formed, Delaware-based company, earlier this month, Tervis—the drinkware company founded in South Sarasota County in 1946—has named Roger Parsons its new president and chief revenue officer. Parsons' appointment takes affect Aug. 25. He replaces outgoing CEO Hosana Fieber, who joined the company in 2023.

Parsons has held senior executive roles at The Dannon Company, Yankee Candle and Wellness Pet Company and has experience leading initiatives that result in revenue growth and brand expansion.

In his new role at Tervis, Parsons will oversee all aspects of the company’s commercial consumer business strategy, including e-commerce and direct-to-consumer (DTC) business.

“I’m honored to join Tervis at such a pivotal moment,” Parsons said in a statement. “I look forward to working with the talented team to build on the company’s legacy of quality and innovation while charting a bold new path for growth.”

In September 2024, Tervis filed for Chapter 11 bankruptcy. Earlier this year, the company announced that it had exited bankruptcy with litigation dismissed and debt resolved. In May, it fully moved out of its nearly 120,000-square-foot Venice campus nearly five years after it was first listed for sale. 

JV2 Innovative Products, which purchased Tervis with a majority investment, is now operating as Tervis LLC and plans to keep the Tervis name. The new ownership group plans to invest in a larger sales force with a renewed emphasis on product development.

Rogan Donelly—a member of the Tervis founding family who was appointed president in 2016 and CEO in 2021 before stepping into a position as executive chairman of Tervis' board—will remain a minority owner. Fieber, who has been assisting with the leadership transition, will pursue other career opportunities.