In 2011, after decades in retail food and beverage collectively, Chris Olivier and Steef Schelke decided to combine skill sets and pursue a mutual passion for helping young brands grow; Craft Catalyst was born. Now with several noteworthy successes already on the books, Craft Catalyst has quickly become known as a force in helping early-stage food and beverage companies manage growth, avoid pitfalls and enhance shareholder value.
- 20 Years in Marketing and Commercialization
- Former CMO & Board Member for Kill Cliff, Inc.
- Co-Founder, White Hat Brands, LLC
- Marketing Director for In Zone Brands’ Kids Beverages
Chris brings to Craft Catalyst almost 20 years in marketing, commercialization and business development in consumer products, media and technology. Most recently with Kill Cliff, Inc., Craft Catalyst’s first client, Chris served on the Board and Executive Team as Chief Marketing Officer, stewarding the brand from under $1mm to almost $10mm in sales over the span of approximately 24 months.
Previously, Olivier was Chief Marketing Officer for Capsalus Corp., a public holding company with a portfolio of investments in the consumer health and wellness arena, including White Hat Brands, a shelf-stable juice manufacturing business he co-founded.
At the outset of his beverage marketing career a decade ago, Chris was responsible for brand management and strategic planning, marketing and licensing for the BellyWashers and TummyTickler brands of In Zone Brands, a leading children’s beverage business with national distribution across all channels of trade.
Chris has also held management roles in media and technology for such multi-national corporations as Mediacom, Adobe and Accenture. He holds a B.A. in International Relations from Colgate University.
- 25 Years in Global Sales & Distribution in Food & Beverage
- Former President of in2food Gourmet
- VP of Sales for Stirrings, acquired by Diageo
- Helped build National Distribution for Annie’s Homegrown and Grolsch Beer
With 25 years of experience in the global sales and marketing of domestic and imported food and beverage brands, Steef drives the sales, channel distribution and territory development efforts for Craft Catalyst.
Previously, Steef was President of in2food Gourmet, a manufacturer and importer of European pastry ingredients that acquired his previous company, de Boer Food Importers.
Prior to selling his business and launching Craft Catalyst, Steef was VP Sales for Stirrings, the Boston-based all natural cocktail mixer and ingredients manufacturer that was acquired by Diageo.
Steef has also held executive positions with several of Hagemeyer Foods North America’s distributors that built national distribution for brands such as Stash Tea, Annie’s Homegrown and Apolinaris Mineral Water; as well as with Wine.com, Grolsch Beer and Fritz Cellars.
Steef holds a BA from Emory University, and an MBA from Erasmus University in the Netherlands.