Want a taste of how we help emerging food & beverage brands?

Corporate Development

By developing strategic partnerships and supporting fundraising efforts

Millions ($) in private placements with clients

Sales & Distribution

By strategically expanding the footprint based on priorities and objectives

Consistent over-delivery in volume sales and store-count growth


By focusing on market- and store-level execution to generate trial & repeat purchase activity

Thousands of stores across multiple retail channels programmed for optimal brand execution and consumer pull-through


By managing development of new varieties and new lines across multiplecategories

Several national product launches executed for clients

The proof’s in the pudding. Check out our Case Studies

Kill Cliff is a sports recovery drink with a strong brand promise, but at the time we met the company was struggling to make weight. Find out how we helped them become a powerhouse in just a couple years.

High Road Craft began with a delicious concept of innovative craft ice creams and sorbets by chefs for chefs, but needed leadership and experience in developing new sales channels and strategic accounts. Discover how Craft Catalyst secured a strategic partnership to sweeten their top-line revenue.

When this sixth-generation Dutch distillery sought to resuscitate their lackluster US business, they called on us to be their U.S. arm and steward the transition to a new importer. Learn more about our partnership and roadmap for the future here.


About us

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

Read More

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.

Steef Schelke



  • 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

Read More

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.