The Team
Janice Shade, Founder & CEO
Janice Shade, Founder & CEO of TrueBody Products
Janice’s career path has been a steady progression toward uniting her alter egos of businessperson and nature girl.
The majority of her work has been in the consumer packaged goods industry—particularly the natural products segment—and includes brand management experience at Procter & Gamble and Welch’s. She’s held leadership roles in the marketing departments of two natural products companies: Nelson Bach—maker of Rescue Remedy, Bach Flower Essences and Nelsons Homeopathy; and most recently Seventh Generation—the nation’s leading brand of natural household products.
In addition to her marketing leadership at Seventh Generation, Janice also played an influential role in that company’s evolution as a socially responsible business leader. Janice has an MBA in Corporate Strategy from the Yale School of Management, and a BS in Finance from Boston University. She’s an active member of Vermont Businesses for Social Responsibility and a founding board member of Local First Vermont. She’s an avid skier, amateur gardener, experimental cook, and enthusiastic mommy. Janice lives in Jericho, VT, with her husband and two daughters.
Paul Ciofalo, Vice President, Business Development
Paul Ciofalo, Vice President
of Business Development
Paul's career path followed a long and winding road that took him from retailer to manufacturer to consultant and finally back together with a friend and colleague (he and Janice worked together at Seventh Generation).
His experience has been in and around the grocery industry throughout his career where he gained immeasurable insight into consumer products and the consumer. He has held leadership positions with Dominick's Finer Foods, Borden Foods, Catalina Marketing, Seventh Generation and SPINS. His unique experience of being a buyer and working for a manufacturer gives him an unfettered knowledge of sales best practices, managing trade spending and retailer acquisition.
His passion and drive come from being part of a third generation produce family that began with his grandfather who pushed a fruit and vegetable cart through the streets of Chicago at the turn on the century. His father ran packages to customers’ doors as a boy and became a produce buyer and business owner later in life. And many of his family members continue careers in the grocery industry today. Paul has a BS in Food Distribution and Marketing from Western Michigan University. He has been an avid Little League coach and manager; is an amateur artist and photographer; and loves to golf, fish and spend time with his family. Paul lives in Lemont, IL, with his wife, daughter and son.