A big thinker, Fred has been dreaming up ideas, whether it be for cocktails or climate solutions, since a very young age. Fred’s career started in hospitality, imbuing him with a deep sense of understanding of customer service and entrepreneurship. An award-winning brand ambassador for Hendrick’s Gin, Fred effortlessly directed the execution of experiential events and shepherded the brand through its strongest period of growth, leading teams of 50+ people all over the globe, and managing budgets up to $12M

He has been the speaker at many industry events, addressing thousands of people a year in a high compliance industry, making him an excellent person to educate the public about hemp. Fred has planned, created, and executed a wide range of events for brands such as Hendrick’s Gin, Music City Food & Wine, Austin City Limits, Lollapalooza, Afropunk, James Beard Awards, Tales of the Cocktail, and Art Basal. 

With GÜDPHORIA, Fred envisions a future where hemp and its byproducts become both a catalyst for climate solutions and a way to heal traditionally marginalized communities throughout the country.