Meet Forward Campaign Co-Chair Jimmy Reyes

By: Jessi Wilson

James V. “Jimmy” Reyes ’85 was named co-chair of Forward: The University of Maryland Campaign for the Fearless ahead of its public launch in October 2025. As co-chair of the campaign, which aims to raise $2.5 billion to support the university’s strategic goals, Reyes acts as an ambassador for the University of Maryland (UMD), working with the University of Maryland College Park (UMCP) Foundation Board of Trustees and University Relations leadership to ensure its success. By hosting events with key constituents and meeting with fellow volunteers and alums, he is in a unique position to communicate the campaign’s priorities to the Terp community and to potential partners whose mission and goals align with the university’s.

“As co-chair of the Forward campaign, I’m honored to help lead an effort that builds on Maryland’s momentum. With President Pines’ amazing leadership, UMD has shot up the rankings,” said Reyes. “We were named a Public Ivy by Forbes magazine, so the secret of the University of Maryland is getting out to the world.”

The Forward campaign is launching at a time when the university’s impact is increasing across the state and around the world. Private philanthropy is key to accelerating this transformation. “Under President Pines, the money that we're giving in philanthropy will go to a meaningful use, such as for scholarships for first-generation students and improvements on campus,” said Reyes. His message to potential supporters is to look at the future with their own eyes. “You just have to go to campus and see the young people that you would be supporting. It’s absolutely an investment worth making.”

In his professional life, Reyes is president of Reyes Holdings, a global leader in the production and distribution of food and beverage products. Reyes Holdings' operations include Reyes Beverage Group, the nation’s largest beer distributor with a diversified beverage portfolio; Martin‑Brower, McDonald’s largest supplier worldwide; and Reyes Coca‑Cola Bottling, one of the largest Coca‑Cola bottlers in the U.S. He credits his student experience at the University of Maryland, where he earned a degree in Government and Politics, as particularly influential on his life beyond college. This includes his time as a member of Theta Chi fraternity and as captain of the men’s rugby team. “Maryland is where I grew up. It's part of who I am. I was surrounded by a lot of smart people. I made lifelong friends at Maryland who have gone on to do amazing things, and we're all still in touch with each other,” said Reyes.

Reyes’ engagement with the university is part of a multi-generational legacy of philanthropy and service to his alma mater. His father, Joseph A. Reyes, Jr., earned a Bachelor of Science in Electrical Engineering from the University of Maryland in 1957 and became a longtime member of the A. James Clark School of Engineering Board of Visitors, where he acted as a dedicated advocate of the school to members of industry, government and other academic institutions.

Reyes’ own experience as an active supporter of the university has included membership on the UMCP Foundation Board of Trustees as well as personal contributions supporting Maryland Basketball and Cole Field House. With his brothers (including fellow alum Chris ’75), he established the Joseph A. Reyes, Jr. ’57 Endowed Department Chair in Electrical and Computer Engineering and the Frances Reyes Endowed Department Chair in Mechanical Engineering, named in tribute to their parents.

This long relationship with the university has allowed Reyes to appreciate the ambition of the Forward campaign. The $2.5 billion goal is the largest fundraising goal in the university’s history. To Reyes, however, the effort is worth it because “Maryland gives people a chance to succeed in this world.”