Leon Kraig

Independent Member of the Board

2012 - Current

Alsea is the leading Quick Service Restaurant (QSR) and Casual Dinning operator in Latin America and Spain, operating brands of proven success such as Domino's Pizza, Starbucks, Burger King, Chilli's Grill and Bar, California Pizza Kitchen, VIPS and P.F. Chang's China Bistro

Independent Member of the Advisory Board - Mexico

2015

Niagara Water is the largest private label manufacturer of bottled water in the USA.

Venture Partner

2022

General Partner

2011 - 2022

IGNIA is a cross-border early stage venture capital firm investing in world-class tech entrepreneurs who are solving pain points faced by the emerging middle class in Latin America. IGNIA serves as a bridge for international startups coming to Mexico and Latam, and supports high-growth Latam based startups in industries ranging from fintech, digital commerce, SaaS, marketplaces and the future of retail. Learn more about our investments at www.ignia.vc, and check-out our resources for entrepreneurs at www.igniaunlocked.vc.

Independent Member of the Board

2011 - 2023

Family and privately owned leading Mexican based manufacturer of household cleaning products with brands such as Cloralex, Pinol and Ensueño, competing in México and the USA.

Chairman of Investment Committee

2019 - 2023

Corporate Venture Capital in the Mobility Sector

Independent Member of the Board

2013 - 2023

Grupo Proeza is a global supplier of structural components for the light and commercial vehicles in the automotive industry. It also competes in the processing of fruit juices. It focuses in long-term sustainable growth and is recognized for its continuous improvement, long-term relationships with customers and its commitment to developing talent. It currently has 5 business areas: - Metalsa. - Citrofrut. - Zánitas. - Astrum. - Real estate development.

President Petcare Latin America

2008 - 2011

Leon Kraig is an energetic, passionate, engaging and results driven senior executive, specializing in Fast Moving Consumer Goods. He was Regional President for Petcare Latin America at Mars Inc., a +$30 billion USD private and family owned company, best known for brands such as: M&M’s®, Snickers®, Pedigree®, Whiskas®, and Orbit®. Kraig’s career extends over 30 years building businesses in developed and emerging markets, and he has experience in Marketing, Sales, R&D and General Management. He is highly regarded for his ability to develop extraordinary talent, High Performance Teams, world class operations, and strong brands to create large profitable businesses. Kraig has made an enormous contribution to the geographic expansion of Mars, and he has had a positive impact on the lives of many associates in the company. During three years as Regional President, Kraig built capabilities to drive growth in revenue, earnings, cash, and market share, to over $1B USD in sales and 33% market share, by building brands and aggressively driving quality, distribution and display. As an active participant on the Global Petcare Management Team, Kraig is valued for contributing to accelerating the results of the Mars’ 28,000 Petcare associates around the world, through helping re-shape Vision, Purpose and Strategy. Transferred to Mexico in 1992 when Mars had no operations, Kraig was appointed Sales Development Director. He identified the size of the market opportunity and in 1994 was promoted to General Manager. Over the next 13 years he grew the business to the 7th largest market by revenue in Mars. Starting from scratch, Kraig put in place the infrastructure to win: Sales, Manufacturing, Logistics, Purchasing, Finance, R&D, Marketing and Human Resources, with emphasis on having the ‘right people.’ To gain effectiveness, Kraig restructured the operations into three focused business units: Chocolate, Petcare, Candy.

President - Mars México (Petcare, Chocolate and Sugar Divisions)

2004 - 2008

President - Mars México (Petcare, Chocolate and Sugar Divisions) 2004 - 2007 and Member of Latin American Leadership Team Set course of Business Units - Vision and Strategies - and assigned resources (people, assets, brands). Developed plans, by brand and by segment, to reflect relevant strategies. Deployed tools to ensure implementation. Created and maintained winning environment and high engagement, through open communication, great leadership, and development of associates. Protected corporation’s fixed assets, brands, intellectual property, people, and reputation. • Record sales, earnings and shares through leading brands in each category: o Petcare ($330MM USD), Chocolate ($100MM USD) and Sugar Confectionery $70MM USD). o 2004-2007 CAGR growth in sales of 8% and 19% in earnings. o Seventh in revenue out of over 90 countries. o Leading market shares: 66% in Petcare, 19% in Chocolate and 24% in Spicy Sugar. • Drove penetration, distribution, display, quality and off-take. • Restructured business by Category Focused SBUs. • Built Direct to Store fleet of over 500 vans, covering over 100,000 points of sale per week. • Created operational effectiveness through utilization of Lean methodologies, creating one of most profitable geographies within Mars. • Successfully developed relationships up and down value chain, alternating from Board level to front line team members.

General Manager - Mars México

1994 - 2004

General Manager - Mars México (Petcare and Chocolate Divisions) 1994 - 2004 Major responsibility included delivery of shareholder objectives, hiring and developing talent, establishing and strengthening brands, managing assets, establishing Mars Culture. • Started-up organization, operations and infrastructure: Sales, Manufacturing, Logistics, Purchasing, Finance, R&D, Marketing and Human Resources. • Profitably grew sales volume to $350MM USD in 2004 from $25MM USD in 1995. o Ten year CAGR of 33% in sales and 48% in earnings. o Ranked top ten country within Mars in Sales and Profit. • Captured #1 position in Chocolate category in 2002, established Snickers®, M&M’s® and Milky Way® as leading brands. • Captured #1 position in every segment of Pet Food category in 2004, attaining 62% value share, from high loyalty levels in Pedigree® and Whiskas®. • Led implementation of Lean Thinking. • Established and led Pet Calorie Conversion Global Practice Group, from 2002 to 2006. • Authored Pet Food Strategy for Emerging Markets, roadmap for Mars since 2001. • Participated in acquisition team to purchase Lucas (Spicy Sugar) in 2001. • Responsible for Sugar Category since 2003. Turned-around business to 15% profitable growth from having 30% annual sales decreases and unprofitable.

Sales Development Director - Mexico

1992 - 1994

Business Development Director - México • Recognized opportunity in Mexican market when Mars had no presence. • Developed entry strategy, recommended investment plan and executed activities to enter Mexican market with Petcare and Chocolate brands

Brand Manager - Premium Brands (M&M Mars)

1989 - 1992

Brand Manager - New Business Development Generated, evaluated, developed Strategic and Operating Plans and executed activities in Adult and Premium Confectionery Categories; P&L responsibility. • Managed national launch of DOVE® Chocolate brand, Mars’ first entry into solid chocolate segment. Generated concept, market entry strategy, brand equity, marketing plan, advertising and media strategy, trade activity and promotion plan.

Senior Research Manager, Ice Cream (M&M Mars)

1986 - 1989

Segment R&D Product Manager Generated and evaluated technical feasibility of new product ideas, in co-ordination with Operations and Marketing. • Developed product and process for SNICKERS®, MILKY WAY® and 3 MUSKETEERS® Ice Cream Bars, successfully extending Mars power brands for the first time into a different category. SNICKERS® Ice Cream Bar became #1 selling frozen novelty in USA.

Research Food Scientist

1980 - 1986

Entry level Chemical Engineer (I) to Group Leader (IV) Responsibilities included idea and technology generation; new product and process development. • Designed new Yoplait® yogurts, refrigerated desserts and dairy beverages (Yop®). • Created innovative biochemical preservation technique for shelf life extension of low acid refrigerated products. • Led development of novel preservation technology for shelf life extension to 45 days of fresh cut salads and of high quality shelf stable vegetables. • Developed Ready-to-Eat cereal with fruit inclusions. • Participated in development of Fruit Roll Ups®, and developed other fruit based snacks from concept inception through test market.