Rocco Fiorentino, CFE CEO - Benetrends, Inc.
Rocco Fiorentino brings more than 25 years of franchise industry experience as President and CEO of Benetrends. He is also a director and board member for Swiss Farm Stores and Saxbys Coffee, franchisors of drive-through grocery stores and coffee shops, respectively. Fiorentino served as President and CEO of Freedom Rings, LLC, an area developer and multi-unit franchisee of Krispy Kreme Doughnuts for Pennsylvania, New Jersey and Delaware. He currently serves on the Board of Directors for the International Franchise Association (IFA) and is Chair of IFA's Membership Committee. He is a past chairman for the Multi-Unit Franchise Conference, as well as a member of the Board of Advisors. Fiorentino is a frequent speaker and moderator on franchise matters at the International Franchise Association Conference and the Multi-Unit Franchise Conference, and he has authored numerous articles on franchise financing. Fiorentino holds a master’s degree in management from the Richard D. Irwin Graduate School of the American College, as well as the distinction of Certified Franchise Executive (CFE) by the Board of Governors of the IFA.
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