Video: Q&A with Kevin Rutherford, CEO of nuun hydration

Kevin Rutherford knows a thing or two about taking strong brands and making them better by upping the level of purpose. While serving as CEO of Mrs. Meyer’s Clean Day in 2010, he introduced a new mission that helped transform the cleaning company into a purpose-driven brand focused on wellness for people and the environment. In 2013, Rutherford became CEO of Nuun Hydration, the Seattle-based purveyor of electrolyte tablets that turn water into a sports drink. Nuun has since reformulated its entire product line to remove artificial ingredients, become completely plant-based, and obtain non-GMO certification. In both stints as CEO, Rutherford emphasized a purpose beyond profit — and the brands boomed as a result.