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08/02/2022

Flow Alkaline Spring Water  appoints new CFO

Trent MacDonald replaces Devan Pennell, who steps into new role.
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Trent McDonald
New Flow CFO Trent McDonald

Flow Alkaline Spring Water (Flow) is welcoming Trent MacDonald as its new chief financial officer.

In the release, Flow said MacDonald “brings deep experience in retail operations, operational efficiency and business intelligence in high growth entrepreneurial environments” to the company. MacDonald previously held the same position with cannabis LP HEXO Corp and Neighbourly Pharmacy.

“We are adding bench strength to our organization to drive continued operational efficiencies, maximize working capital management and accelerate our path to profitability,” Flow founder and CEO, Nicholas Reichenbach,  said in a release. "I’d like to extend a warm welcome to Trent and thank Devan for his continuing contributions to the Flow executive team,”

Former CFO Devan Pennell will stay on with Flow as its chief strategy officer.

Flow is a fast-growing premium water company. Founded in 2014, Flow’s mission is to reduce environmental impacts by providing sustainably sourced naturally alkaline spring water in a sustainable, 100% recyclable and up to 75% renewable, plant-based pack. The company offers a diversified line of health and wellness-oriented beverage products: original naturally alkaline spring water, award-winning organic flavours, and collagen-infused flavours in sizes ranging from 330-ml to 1-litre.  Flow beverage products are available online and are sold at more than 35,600 stores across North America.