Name: Billy Paretti
Job title: CEO
Company: CleanCo
What was your first job? I grew up in New York, and my first job was tying up Christmas trees at a landscaping company called Frankie & Johnny’s. I couldn’t believe how much money I made in tips. And I very responsibly saved it for big purchases, like a stereo I wanted. It installed an unshakeable work ethic in me, which I bring to CleanCo every day now.
What’s been your worst job interview? Years ago, I was interviewing for a senior marketing role at a major American fashion house. I’d met everyone from the CEO down, and two days before Christmas I attended a meeting that was supposed to be a formality. The first question was, “Who do you know at Bloomingdales?” I said, “No one – I’m here for what I do, not who I know.” They could have asked months before and taken me out of the running! I came home so deflated, because I really wanted the job, it was supposed to be a done deal, and I didn’t get it. But hindsight is a wonderful thing. I’m so glad I didn’t get it in the end, because I moved on to bigger and better things.
What was the first album you bought? Parallel Lines by Blondie. I bought it with my chore money. Debbie Harry is the epitome of cool with New York attitude.
“My mission is to open the non-alc space to everyone and anyone – from the raver turned triathlete, to the bartender who just loves the craft”
How do you describe your job to your friends? It really depends on the day. I run an ambitious, fast-scaling, category-leading startup in the non-alcoholic spirits space. My mission is to open the non-alc space to everyone and anyone – from the raver turned triathlete, to the bartender who just loves the craft. The freedom to socialise your way, to still be part of the moment, and to wake up ready for the next one. Every day is different. It’s fast and brilliant.
What is the most rewarding part of your job? I love that we can be incredibly agile, and I love seeing progress. Putting in the work and watching it land, whether it’s a new partnership, a new product, or someone discovering CleanCo for the first time. I’ve worked on brands I couldn’t fully connect with; this one I believe in.
We’re advocating for a world where everyone has the choice to drink clean. That’s because – for us – drinking clean means living more. I really back our mission; it’s how I can offer some good to this world that we all know desperately needs it at this point.
What is the least rewarding part? Fundraising. It’s necessary, but you have to show your underbelly – the wins but also the challenges – to total strangers and make them see what you see. It’s energising when it goes well, but it can be emotionally exhausting.
What is your motto in life? Lead with positivity and everything sorts itself out. I don’t always get it right, but it’s the compass I try to follow.
If you were allowed one dream perk, what would it be? This is a hypothetical perk because I’d feel too guilty about the carbon footprint…but a private driver – or better yet, a private plane. The grind of getting from place to place squished next to 100 people in coach is never fun.
Do you have any phobias? I’m claustrophobic. The thought of being trapped in a small space freaks me out – which might explain why I spend so much time thinking outside the box…
If you could change one thing in grocery, what would it be? Education. Morality around food and drink is so broken. Grocers and producers have a responsibility to help people understand what they’re consuming. Better information leads to better choices, and that ultimately improves lives. That’s one of the many reasons I’m so passionate about CleanCo’s mission.
What luxury would you have on a desert island? Ice cold, drinkable water. An obvious choice perhaps, but got to keep it practical.
What animal most reflects your personality? A dog – loyal, very social – I love to be around my people – and curious. What kind of dog really depends on the day!
What’s your favourite film and why? I love films; I have a Masters in Cultural Theory and Media Studies. I have a long list, but my first favourite film was The Graduate. The storytelling was unconventional, the cinematography progressive, and it made me realise how powerful film can be in shaping culture.
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What has been the most embarrassing moment in your life? It took a long time to think of it and when I did recall the moment, I realised it is something I will never, ever share with anyone. Sorry!
Which celebrity would you most like to work with and why? Personally, any celebrity actively championing human rights. Angelina Jolie and Jane Fonda come to mind as good examples, both unwavering and both making an impact. Professionally, for CleanCo, it would probably be someone like Bradley Cooper or Gwyneth Paltrow as celebs who promote a ‘moderation’ lifestyle – it doesn’t hurt that Paltrow’s Goop audience is massive, and loyal.
What would your death-row meal be? It would probably be a combination of the amazing foods that my Sicilian grandmother made me as a child…Amogio, fried potatoes and eggs, her cutting board pizza. I’d find that comforting.
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