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Rob Hurlbut is President and CEO of Attune Foods, a venture backed functional food company headquartered in San Francisco, California. Rob has over 20 years of experience in the food industry distinguished by his passion for innovation, value creation and team building. In October 2006 Attune introduced a line of Probiotic Wellness Bars which deliver over five times the live active cultures of yogurt in a proprietary bar form. Attune launched its bars nationally at Whole Foods in early 2007 and they can now be found in the dairy department at over 2,500 retail locations. Prior to leading the launch of Attune, Rob was CEO of Niman Ranch, where he built the nation's leading brand of premium, natural meat. He created an innovative supply chain that allowed sustainable family farmers access to the burgeoning market for artisinal foods thereby adding value to both the consumer and producer experience. Rob's consumer branding skills and food industry expertise were honed at Nestlé where he excelled in a number of positions including purchasing, financial risk management and brand management. Rob launched is career in the financial side of the food world trading coffee futures, options and derivatives. Rob is a graduate of Harvard College and lives in San Francisco with his wife and two children. | 