ATLANTA — May 26, 2026 — Proof of the Pudding, national chef-led hospitality group serving events from intimate celebrations to stadium-scale productions, announces that Jon Lavallee has joined the executive leadership team as Chief Operating Officer.  

In this role, Jon will lead operational strategy and scaling initiatives across Proof’s portfolio while strengthening client relationships and a personalized partnership approach that defines the company’s service model. His appointment to COO underscores Proof’s growth trajectory in the sports, media and entertainment sectors, where the company serves convention centers, sports venues, collegiate athletics programs and major event properties across North America.

“Jon’s track record scaling operations within sports and entertainment, and his deep relationships across shareholders and major events, make him the ideal partner for this next chapter,” said Adam Noyes, CEO of Proof of the Pudding. “He understands how to build operational excellence with complexity at scale, and he’s committed to partnership-first hospitality. This appointment, alongside Ben Witte’s transition to Chief Relationship Officer, ensures we don’t lose an ounce of the culture that’s at our core.”

With over 25 years of operational and financial leadership experience, Jon brings expertise to scaling enterprises and driving measurable results across competitive markets. Most recently, he served as Chief Operating Officer (2023-25) and Chief Financial Officer (2016-23) for On Location & IMG Events, where he oversaw all aspects of operations, financial strategy and M&A activity. During his tenure, the business achieved significant growth in both revenue and EBITDA. At On Location, Jon partnered directly with rights holders, including the NFL, NCAA, PGA and the Rose Bowl, and spearheaded multiple M&A transactions including the company’s sale to Endeavor in 2020.

“Proof operates at a level of culinary craft and service precision I haven’t seen in the sports and entertainment space,” said Lavallee. “The opportunity to support the company’s growth while working alongside Adam and a leadership team this committed to partnership, not just procurement, is exactly where I want to be. I’m excited to help grow what Proof has built across new markets and venues nationwide.”

Before On Location, Jon was an operating executive within Carlyle’s middle market growth fund, leading operational transformations for portfolio companies across sectors. Throughout his career, he has managed P&L responsibilities exceeding $750M and led organizations with more than 500 employees, known for data-driven decision making and leadership aligned with CEO and board objectives.

Proof also recently announced that Ben Witte, who has served as Chief Operating Officer, is transitioning to a new role as Chief Relationship Officer. In this capacity, Ben will continue to support Proof’s strategic growth and deepen existing partnerships, allowing the company to sustain the hands-on approach that has defined its service model.

“This is the right moment for me to step into a new role as Jon begins his tenure as Proof’s COO,” said Witte. “He brings operational and M&A experience needed to continue scaling us nationally, and I’m confident in his leadership. As Chief Relationship Officer, I get to do what I love most—staying connected to our clients and partners—while supporting the leadership team’s vision for Proof’s future.”

For more information about Proof of the Pudding, visit proofpudding.com. 

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ABOUT PROOF OF THE PUDDING

Based in Atlanta, GA, Proof of the Pudding is a Bruin Capital company that has served top-notch cuisine, service and design for clients nationwide for more than 45 years. With a growing footprint spanning the U.S. and Canada, Proof delivers chef-driven hospitality across professional and collegiate sports venues, live entertainment and motorsports properties, convention centers, cultural landmarks, world-class golf courses and destination events.

Proof’s portfolio includes partnerships with organizations and venues such as the PGA TOUR, Circuit of the Americas (COTA), Gas South Arena, The World of Coca-Cola and The Carter Center, among others nationwide. The company provides foodservice and venue management, premium sports and entertainment hospitality, and large-scale event execution for corporate, social and cultural clients.

Proof’s continued national expansion has been supported through strategic acquisitions, including RS3 Strategic Hospitality and Gil’s Elegant Catering, as well as select partnerships such as Marigold & Onions, an award-winning catering company based in Toronto. Proof also operates Southern Crust Catering Company, an upscale, Italian-inspired wood-fired pizza and pasta concept. Proof of the Pudding’s leadership in hospitality innovation and scratch-kitchen execution at scale has been recognized with numerous industry honors, including BizBash’s Industry Innovator Award.

by Dina Biondo in News, Press