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.


Chris brings to Craft Catalyst almost 20 years in marketing, commercialization and business development in consumer products, as well as media and technology.  In this role, Chris’s first engagement was as Acting Chief Marketing Officer and a Director for Craft Catalyst partner Kill Cliff, stewarding the brand from under $1mm to almost $10mm in sales and hundreds of thousands in social media followers 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, makers of a diabetes-friendly beverage brand he co-founded and subsequently sold.  Chris began his food & beverage career at In Zone Brands where he was  responsible for brand management and strategic planning, marketing and licensing for the BellyWashers and TummyTickler brands (now good2grow), 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.


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 partners, including brands like High Road Craft Ice Cream, PopCorners and Boomsma Distilling among others.  Prior to this role, most recently Steef was President of in2food Gourmet, a manufacturer and importer of European pastry ingredients that acquired his previous company, de Boer Food Importers.

Steef was VP Sales for Stirrings, the Boston-based all natural cocktail mixer and ingredients manufacturer that was acquired by Diageo.  He 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.