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Rob Knight, Chairman & CEO, is a Senior Executive with over 34 years experience in the Consumer Package Goods Industry.  Rob has a diverse set of experiences that include P&L management, strategic selling, sales operations and go to market strategy spanning across direct store delivery and warehouse systems on both the supplier and retailer side of the business.

Rob Knight

Chairman & CEO

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Rob has full responsibility for every component that touches an independent business. Prior to this role, Rob served as the Vice President/Co-Owner managing all business elements for Independent Buyers' Company.

Rob comes with an MBA that has allowed him to establish a strong leadership and management foundation. He believes that academic accomplishments are a powerful tool in running a thriving organization. 


Rob has worked for some of the greatest leaders in the business including Jim Turner-former CEO Dr Pepper/7up Bottling Company, Jim Turner-CEO Dr Pepper/7up Snapple Group Prior to Larry Young, Russ Wiener-CEO Rockstar Energy Drink, and Lee Highsmith-Founder of I.B.C. Observing these leaders, as well as many others, has offered unparalleled knowledge.



Director of Administration/ Executive Assistant to the CEO


As a native born Texan, Yolanda Cuellar, is supported by a Bachelor's Degree in Economics, with emphasis in Finance and Real Estate, from Texas A&M University and

a Master's of Business Administration. She seeks to support I.B.C.'s business objectives by facilitating cross-departmental communication and organization. She balances multiple priorities while providing executive support and serving as the primary contact to the President/CEO. 

Yolanda started at I.B.C. as a Customer Service Manager. Her exemplary performance at this position earned her advanced positions throughout various departments of the company. After years of being a dedicated team member, Yolanda was advanced to an executive level position and given the title of Executive Assistant to the  CEO and Driector of Administration. In addition to her executive duties, she oversees the company fleet, coordinates new hires, organizes company events, manages the company's websites, and serves as liaison to the company's vendor partners.


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President of easystore Companies

Joey Knight graduated from Angelo State University with a Business Management degree in 2014. Starting out as a red shirt his freshman year, he played football while he studied for his bachelor's degree.

After graduation, Joey started working at I.B.C. and started helping in all areas of the business, including sales, marketing, and customer service. In 2015, Joey got promoted as a Sales Manager of the North Texas Region. As I.B.C. continued to grow, Joey moved up as a Regional Manager where had several Sales Managers report to him in the Texas markets. Later on, he helped I.B.C. expand into other states like Oklahoma, California, and Illinois. In 2018, he moved up again as Vice President of Western Division managing 13 Sales Managers in several states. Thanks to his tenacity, he helped I.B.C reach a new milestone by reaching a count of 6,000 store members. Joey is now President of Easystore, LLC with easystore, easystorePRO, easytoreEATS, and easystorePRINT.



Senior Vice President - Beverage Strategy

Bill Pitocco, Senior Vice President of Business Development is an industry veteran with over 35 years of experience in convenience retailing, oil, gas, and consumer packaged goods! Bill is an entrepreneurial, driven strategist and tactical executor with highly effective interpersonal skills who successfully uses an empowering, participatory management style that breeds accountability, teamwork, and continuous improvement and results. He comes to I.B.C. with a proven track record in top and bottom-line growth. 

Bill has personal experience with big brands having spent his developmental years with Texaco, Shell, Coors, and the Dr Pepper Snapple company. He has strong operational skills having led chain store efforts across the United States with Texaco and Buc-ees where he refined his entrepreneurial spirit and skills under the guidance of Don Wasek. Bill put these skills to work as the CEO of the largest cooperative in South Texas, GHRA, developing a strategic structure that delivered phenomenal growth in sales, membership, and the company as a whole. 


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Senior Vice President - Strategic Development

As the Senior Vice President of Strategic Development, Tom supports the I.B.C. organization by leading high-priority initiatives, training and development efforts, reset coordination, and operational excellence. Tom is passionate about helping our I.B.C. members grow their business and compete with larger chains.    

Tom brings a wealth of revenue generating, operational efficiency, and P&L experience from his leadership roles in the consumer-packaged goods, retail, healthcare and transportation logistics industries. No stranger to working with large brands, Tom got his start right out of college with Frito-Lay in the Kansas City area and rapidly progressed through the broader PepsiCo organization collecting key experiences in sales, marketing and ecommerce. From there, he took on progressive leadership roles in sales/marketing, operations, partnerships and channel sales at Delek US Holdings, Enlivant Senior Living, and PCS Software.     

Tom has a BS in Business Administration from William Jewell College where he played football for the Cardinals and earned an MBA from the University of Kansas. He resides in Frisco, Texas with his family.



Senior Vice President of Sales

Beverage industry expert Lance Moss fills the quarterback position of the I.B.C. sales team. His ambition to help the company grow motivates the sales team to achieve results and meet members' expectations. 

He started off as a route salesman, sales account manager, and area sales manager at Keurig Dr Pepper. He transitioned to become the Sales Director for small and large formats to South Texas. Shortly after, Keurig Dr Pepper promoted him to Distribution Manager.


At I.B.C., he worked his way up from Convenience Store Specialist to Regional Director, Vice President of Sales, and ultimately Senior Vice President of Sales. With a robust background in sales, Lance and his team are always poised and ready to run the play. 

brent runion

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Senior Vice President of Center Store and Emerging Brands

Brent Runion, Senior Vice President of Center Store and Emerging Brands, is a CPG veteran with over 34 years of experience. His experience is diverse and encompasses many categories in both the beverage and food industry. Brent’s history crosses over into multiple channels with an emphasis in both large format and C-Store.

Brent’s primary role at I.B.C. is to build, develop and grow emerging brands and program strategies across all food and beverage categories. Using analytics, innovation and current trends, we enable our members to remain competitive in today’s marketplace.


NOel Matthews

Chief Financial Officer

As the CFO, Noel oversees financial planning, budgeting, reporting, support banking and shareholder relationships, and will institute and maintain processes and controls to deliver the organization’s financial objectives. 

Noel has over 20 years of corporate financial experience, spanning all aspects of P&L optimization, financial planning, oversight and management.  The most recent 15 years he served as a finance executive in various roles and geographies in Frito Lay, the largest Snack Food Company in North America.  He most recently served as the financial lead for capital planning for North America, overseeing the largest 3-year capital spend in the organization’s history, with a total annual investment exceeding $1 BB across multiple investment categories, including manufacturing capacity, plant maintenance, IT, Fleet, as well as Warehouse and Distribution facilities. Prior to that, he led the $1 BB Pacific Northwest Sales Geography, a 1,500 employee, 8-state territory as the CFO, responsible for planning, pricing, promotions, investments, productivity initiatives, financial and competitive analysis, customer incentive program design, reporting and controls. 

Noel has BS and MS degrees in civil engineering from West Virginia University and an MBA from Wake Forest University.  He resides in Arlington, Texas with his family.   

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jacob irving

Director of Information Technology

Jacob Irving is a technology enthusiast that brings data management and system design expertise to the I.B.C. team.

A DFW local, Jacob graduated from University of North Texas located in Denton. Entering the workforce immediately, he spent years developing his skills under the mentorship of experienced information technology professionals. Jacob brings to the team the technical background necessary to propel I.B.C. into the cloud computing age. 

I.B.C. has invested in a sophisticated data processing system and a diverse team of career IT professionals to support it. Millions of data points, including real time sales, must be gathered and maintained to support the company's strategic decision making. Jacob and the team work directly from I.B.C.'s corporate office in Arlington where they manage all of the company's hardware and software. As I.B.C. continues to expand its services to members and vendors, this growing team is ready and capable to meet the demands.

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