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John Bello John Joseph Bello (born March 30, 1946 in New Britain, CT) is an American entrepreneur best known for creating and building the SoBe brand of New Age beverages. ==Early life==
Bello grew up in Plainville, Connecticut, the son of the late Generoso “Jerry” and Edith (Melito) Bello. He is a 1964 graduate of Plainville High School in Plainville, Connecticut, where he played football, was student council president and was named to The National Honor Society. Bello went on to matriculate at Tufts University in Medford, Massachusetts, on a Navy ROTC scholarship. There, he played football for two years, was a member of Delta Upsilon fraternity, and played drums in a rock band called “The What Four.” He earned a bachelor's degree cum laude in history in 1968. While at Tufts he also met the former Nancy Nelson, to whom he was married 1969.
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