Meet The Team
Ellia Kassoff, the CEO of Leaf Brands, always loved brands and the psychology behind them. As the top high tech headhunter in the country for 2009, Mr. Kassoff turned his hobby for marketing and branding into a new career path when he bought the rights to his favorite candy Astro Pops®, from Spangler Candy. In 2011 he started Strategic Marks, LLC to bring back many of the old brands which faded away. Also in 2011, he restarted Leaf Brands, LLC, once the 4th largest candy company in the US until it was sold to Hershey in the late 1990’s.
Ellia always had his “hand in the candy jar” with his Uncle Ed Leaf running distribution for LEAF when he was a kid. The original LEAF Brands®, produced candy classics such as Whoppers®, Jolly Rancher® and Rain Blo Bubblegum.
Garvey Daniels joins Leaf Brands LLC after 20 plus years of experience in sales and distribution where he established a record of accomplishment through strategic marketing, brand management and client retention programs. Most recently Garvey was a Key Account Manager for Southern Wine and Spirits where he oversaw a territory with more than 40 million in annual sales and was consistently recognized as a top performer by both his company and his suppliers.
“Candyman” Research & Development
David Klien In 1976 David Klein revolutionized the jelly bean market by creating Jelly Belly®, Jelly Beans. He envisioned that people would be willing to pay 10 or 20 times more for jelly beans if they simply tasted better, came in scores of natural flavors and had a clever name. After single-handedly, launching the gourmet jelly bean craze with only $800 and turning it into a national movement, he was pushed-out of the business by his manufacturer and disenfranchised from the company.
But that never stopped David from pursuing his dream, making candy. In 2011 Klein and Leaf® teamed up and created David Klein’s Signature ‘Beyond Gourmet’® jelly beans and 2014 NCAA, award winning FARTS® Candy.
Cody’s Bio Cody Sheean, Director of Marketing and International Sales
Cody is responsible for planning, development and implementation of all of the Leaf® Brand’s international sales and domestic/international marketing strategies, marketing communications, and public relations activities, both external and internal. He oversees development and implementation ofsupport materials, sales and services for all distributors’ worldwide. Cody spent seven years in China shortly after finishing his international business degree so his fluency in Mandarin comes in handy as Leaf® Brands develops its international markets.
Helen Horwich, our Director Merchandising
Helen is responsible for centralized merchandise planning and concept design for all tradeshows and retail promotions for Leaf Brands. She uses her experience as a fashion designer to build exciting and whimsical displays and sales features around the world, spreading the “love” and conveying the image of Leaf Brands as a fun and creative company.