Primo Brands is a leading North American branded beverage company focused on healthy hydration, delivering responsibly sourced diversified offerings across products, formats, channels, price points, and consumer occasions, distributed in every U.S. state and Canada.
Primo Brands has a comprehensive portfolio of highly recognizable and conveniently packaged branded water and beverages that reach consumers whenever, wherever, and however they hydrate through distribution across retail outlets, away from home such as hotels and hospitals, and food service accounts, as well as direct delivery to homes and businesses. These brands include established “billion-dollar brands” Poland Spring® and Pure Life®, premium brands like Saratoga® and Mountain Valley®, regional leaders such as Arrowhead®, Deer Park®, Ice Mountain®, Ozarka®, and Zephyrhills®, purified brands including Primo Water® and Sparkletts®, and flavored and enhanced brands like Splash Refresher™ and AC+ION®. Primo Brands also has an industry-leading line-up of innovative water dispensers, which create consumer connectivity through recurring water purchases.
Primo Brands operates a vertically integrated coast-to-coast network that distributes its brands to more than 200,000 retail outlets, as well as directly reaching consumers through its Direct Delivery, Exchange and Refill offerings. Through Direct Delivery, Primo Brands delivers responsibly sourced hydration solutions direct to home and business customers. Through its Exchange business, consumers can visit approximately 26,500 retail locations and purchase a pre-filled, multi-use bottle of water that can be exchanged after use for a discount on the next purchase. Through its Refill business, consumers have the option to refill empty multi-use bottles at approximately 23,500 self-service refill stations. Primo Brands also offers water filtration units for home and business customers across North America.
Primo Brands is a leader in reusable beverage packaging, helping to reduce waste through its multi-serve bottles and innovative brand packaging portfolio, which includes recycled plastic, aluminum, and glass. Primo Brands has a portfolio of more than 80 springs and actively manages water resources to help assure a steady supply of quality, safe drinking water today and in the future. Primo Brands also helps conserve over 28,000 acres of land across the U.S. and Canada. Primo Brands is proud to partner with the International Bottled Water Association (“IBWA”) in North America, which supports strict adherence to safety, quality, sanitation, and regulatory standards for the benefit of consumer protection. Primo Brands is committed to supporting the communities it serves, investing in local and national programs and delivering hydration solutions following natural disasters and other local community challenges.
Primo Brands employs more than 13,000 associates with dual headquarters in Tampa, Florida, and Stamford, Connecticut.
Leadership
Leadership
Robbert Rietbroek
Chief Executive Officer and Director

As Chief Executive Officer and a member of the Board of Directors of Primo Brands Corporation, Robbert Rietbroek drives strategic initiatives to foster growth, innovation, and sustainability. Leading one of the premier branded beverage companies in North America, he oversees a portfolio of top brands, including Poland Spring®, Pure Life®, Saratoga®, The Mountain Valley®, Arrowhead®, Deer Park®, Ice Mountain®, Ozarka®, Zephyrhills®, Primo Water™, and Sparkletts®, with each brand dedicated to Hydrating a Healthy America™ and environmentally responsible products.
As the primary liaison between the Board of Directors and the leadership team, Mr. Rietbroek drives alignment on delivering value to associates, consumers, customers, communities, vendors, and investors while upholding high standards of corporate responsibility. With over 25 years of experience in the consumer products industry, Mr. Rietbroek has a proven track record of driving transformative growth and innovation while prioritizing stakeholder needs.
Before joining Primo Brands, Mr. Rietbroek started in January 2024 as Chief Executive Officer of Primo Water Corporation, where he implemented a transformational “must-win priorities” framework that enhanced operational excellence, strengthened customer and retail partner relationships, and positioned the company for sustained growth. His leadership was instrumental in orchestrating the successful merger with BlueTriton Brands in November 2024, creating Primo Brands and establishing it as a leader in the North American branded beverage space with a focus on healthy hydration.
Previously, as Senior Vice President and General Manager for five years at Quaker Foods North America, a publicly reported division of PepsiCo, Inc., Mr. Rietbroek was responsible for the end-to-end operations and P&L, overseeing brand management and operational strategies. In his earlier role as Senior Vice President and General Manager for PepsiCo Australia and New Zealand, he led regional business operations and sustainability initiatives. His global leadership experience also includes key roles at Kimberly-Clark Corporation and The Procter & Gamble Company, where he managed strategic initiatives and brand development across Australia, Europe, South America, and the United States.
In 2024, Mr. Rietbroek was recognized by Key Executives as one of Tampa’s Top 25 CEOs for his visionary leadership and industry impact.
Affiliations
- Board, Consumer Brands Association (2025-present)
- Board, World Business Chicago (2021-2023)
- Board, American Chamber of Commerce Australia (2015-2018)
- Board, Australian Food and Grocery Council (2013-2018)
Education
- M.S., Economics and Business Administration, Maastricht University