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Jeff Williams

CEO of Universal Pure

Jeff Williams is an accomplished executive with over 30 years of domestic and international experience in the food and beverage industry, having held a variety of leadership positions in sales, marketing, product development, engineering, and operations.  Jeff joined Universal Pure as CEO in 2019 and has led the company though industry-leading growth, including more than a doubling of high pressure processing capacity, several successful acquisitions, and a broad expansion of technical services across Universal Pure’s geographic footprint.  Prior to joining Universal Pure, Jeff served as CEO of Avure Technologies, a leading manufacturer of high pressure processing machinery, where he guided Avure through several years of profitable growth and an eventual sale to JBT Corporation.  

Jeff partnered with Aurora in 2022 to drive organic growth in high pressure processing services, expand the company’s value-added service offerings, and accelerate capital deployment in M&A and high return on capital investment opportunities.