# Barak Bar-Cohen

> Barak Bar-Cohen is the founder and CEO of Sojo Industries, a mobile manufacturing and packaging automation company. After operating variety-pack lines at Bai Brands, he built Sojo around a simple inversion: instead of trucking products to a fixed packing line, move the line to the product. The idea also carries a personal inheritance from his father, thermal-science engineer Avram Bar-Cohen, whose work included NASA's Sojourner Mars rover mission.

- **Role:** Founder and Chief Executive Officer at Sojo Industries
- **Organizations:** Sojo Industries, Desert Angel, Bai Brands, Piksel, Narrowstep, RCN Corporation, Lemon Perfect
- **Nationality:** American and Israeli
- **Education:** BA in Economics with Honors, Brandeis University, MBA, Tuck School of Business at Dartmouth
- **Known for:** Built and operated Bai variety-pack systems that supported production of millions of cases per month., Helped scale Bai Brands before its $1.7 billion acquisition by Dr Pepper Snapple in 2017., Founded Sojo Industries around patented mobile manufacturing and track-and-trace technology.

## Career timeline

- **1992-1996** — Worked as a senior associate at economic consulting firm Putnam, Hayes & Bartlett.
- **1999-2004** — Held senior management responsibilities at RCN Corporation, including customer service, marketing and public relations.
- **2008** — Appointed president and chief operating officer of London-based internet television platform Narrowstep after serving as general manager of European operations.
- **2012** — Served as interim CEO and a director of KIT digital, later known as Piksel.
- **2012-2017** — Served as chief operating officer and an early investor at Bai Brands, overseeing production, quality, logistics, freight and co-packing relationships.
- **2017** — Bai was acquired by Dr Pepper Snapple in a $1.7 billion transaction; Bar-Cohen founded investment and advisory firm Desert Angel.
- **2021** — Founded Sojo Industries with Steve Rubin to apply robotics, mobility and software to packaging and supply chains.
- **2024** — Sojo received a patent for its Sojo Flight mobile manufacturing system and raised $10 million in Series A funding.
- **2025** — Sojo announced $40 million in financing from S2G Investments and opened a 215,000-square-foot facility in Langhorne, Pennsylvania.
- **2026** — Described Sojo's 33 deployed lines, four regional hubs and company-wide physical AI strategy on the S2G Podcast.

## Achievements

- Built and operated Bai variety-pack systems that supported production of millions of cases per month.
- Helped scale Bai Brands before its $1.7 billion acquisition by Dr Pepper Snapple in 2017.
- Founded Sojo Industries around patented mobile manufacturing and track-and-trace technology.
- Led Sojo through a $40 million financing from S2G Investments in 2025.
- Expanded Sojo to a four-region U.S. operating footprint with 33 deployed lines by 2026.

## Latest updates

- **2026-03** — Appeared on the S2G Podcast to discuss physical AI, Sojo's 33 deployed lines, four regional hubs and an 'atoms to bits' data strategy.
- **2025-08** — Sojo opened a 215,000-square-foot facility in Langhorne, Pennsylvania, expanding its robotics and multi-format packaging capacity.
- **2025-06** — Sojo announced $40 million in financing from S2G Investments to expand mobile manufacturing, automation and adjacent consumer-product categories.
- **2024-11** — Sojo announced that the U.S. Patent and Trademark Office had awarded a patent covering the Sojo Flight mobile manufacturing system.

## Links

- Website: https://www.sojoindustries.com/
- LinkedIn: https://www.linkedin.com/in/barakbarcohen
- YouTube: https://www.youtube.com/@SojoFlight

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Profile page: https://yespress.io/barak-bar-cohen
Published by YesPress — https://yespress.io
Last updated: 2026-09-27