The Sales Team is an extremely integral part of our organization. Often on the road or in their home offices across the country, they are our boots on the ground. They are the main touch point between us and all our customers. As with most businesses, our customers are the life force of our organization, and their day-to-day happiness has a direct correlation with how we grow and how fast we grow. We, therefore, tend to be selective with the amount and type of customers we have given that our sales organization needs to have the bandwidth to make them feel like we can adjust course when they need us to be nimble.
Beyond selling, the sales team works cross-departmentally, from operations to make sure our scale of shipping is met; to marketing to make sure our brand, voice, and presence align with our consumers values; and our logistics and finance teams to make sure our weekly, monthly, and yearly goals are all on track for success. Categorized by different regions and markets, our Sales Team networks with all the top dogs in the CPG world, from small natural grocers to major mass retailers, to ensure that an assortment of products are visible and available for hungry shoppers everywhere.
Get to know the savvy sales team that gets the goods into your favorite stores!
Josh Reed – VP of Sales
When did you start working at LesserEvil? August 2020
What is your background (schooling, internships, previous jobs)? I earned a Bachelor’s Degree in Physics & Biology. I have been in the Food & Beverage industry for over 12 years and have been fortunate to work with several great brands like Pirate’s Booty, BodyArmor, Saffron Road, & Barnana. Now with LesserEvil, I have developed a whole new love for building brands!
What made you choose this field? It chose me! I am a third generation in the CPG industry.
What is your favorite part about working at LesserEvil? Most importantly, the people and friendships that have been made. Celebrating mutual success. Seeing people grow their experience/careers and become extremely valuable within the organization that will continue to propel them in their future.
What does a typical day look like for you? In my position, there is most definitely no “typical” day. Every day comes with a new set of challenges and roadblocks, but that is what makes it fun!
What is your favorite LesserEvil snack? Himalayan Pink Salt Popcorn will always be the GOAT!!
What is one concept, idea, or lesson you recently learned that you believe to be important enough to share? Good things don’t come easy. I have always said, “Hope is not a strategy.” Having success is up to you and the amount of effort you put in every day. It’s about having a genuine ability in learning from your mistakes. At the end of the day, there is no one that will fight your battles with the same devotion as you.
Mike Walker – Director of Sales, National
When did you start working at LesserEvil? September 2021
What is your background (schooling, internships, previous jobs)? 30+ years selling salty snacks.
What made you choose this field? I didn’t choose the field; it chose me. I worked with a beer company while in college and liked it. I sent my resume to a few food companies before I graduated, and Frito Lay gave me an offer.
What is your favorite part about working at LesserEvil? The people and culture.
What does a typical day look like for you? Walmart, Walmart, Walmart!
What is your favorite LesserEvil snack? Himalayan Pink Salt and Himalayan Gold Popcorn
What is one concept, idea, or lesson you recently learned that you believe to be important enough to share? Love people.
When did you start working at LesserEvil? January 2021
What is your background (schooling, internships, previous jobs)? I graduated from the University of Kansas (Rock Chalk!) and worked at both a radio station and a really amazing unicorn of a company called Nebraska Furniture Mart before moving back to Colorado and beginning my career in CPG with Kellogg. I started in Sales Planning and Trade Management before moving to RXBAR, where I helped grow the west grocery business and eventually the west small format business.
What made you choose this field? I honestly fell in love with the industry during my time at Kellogg. Food is communal and something that is a huge part of our everyday lives. We need to eat to survive, but food is also part of our celebrations, memories, and how we show love to others. Sharing my work with others and seeing people enjoy our products is what makes this job so fun.
What is your favorite part about working at LesserEvil? There is a level of responsibility I feel in this industry to work for companies that are honest about what ingredients they use and the nutrition being provided. I want to grow companies that care just as much about how they are sourcing raw materials, the way they process those materials and the people producing the final products, as they do about how those products taste. That’s what brought me to LesserEvil, and that is what makes me love being here every day.
What does a typical day look like for you? Working in the Alt Channel is kind of the last frontier. We don’t always have regular reviews scheduled, and there are so many different touch points. My channel spans across E-Comm, Drug, C-Store, Airlines, Tech Companies, Hospitality, Food Service, Military, and so much more. A typical day usually involves working with my brokers on new opportunities, sending out samples, and connecting prospective companies with my distributor partners, and really just pushing Himalayan Pink anywhere I can. Success for my channel would mean seeing small bags of Himalayan Pink or Himalayan Gold everywhere customers want to buy snacks.
What is your favorite LesserEvil snack? I like to mix No Cheese Cheesiness and Himalayan Gold Popcorn. I love them both individually, but mixed together is the best!
What is one concept, idea, or lesson you recently learned that you believe to be important enough to share? The Danish concept of Hygge (which simply means coziness or comfort) is a practice of creating special spaces in your home, your mind, and your heart that give you a feeling of comfort and joy. It is about simple indulgences like candlelight and dessert, but it is also both about human connection in addition to solitude. It is about creating the spaces and making the time for all the things that give you a cozy peaceful feeling in mind, body, and spirit.
When did you start working at LesserEvil? January 2021
What is your background (schooling, internships, previous jobs)? I went to St. Joseph’s University in Philadelphia and studied Food Marketing. Prior to joining LesserEvil, I worked for Krave and SmashMallow and started my CPG career at Burris Logistics selling hundreds of branded items into Acme and Giant.
What made you choose this field? I love everything about food and this industry! I knew I wanted to get into the food industry, and once I had my first role at Krave in the CPG world, I knew it was for me!
What is your favorite part about working at LesserEvil? The product and the people. Before joining LesserEvil, I would buy LesserEvil popcorn and Power Curls at my local Whole Foods multiple times throughout the week. I was a huge fan of the brand prior to joining the team! The people at LesserEvil play a huge role in why it’s so enjoyable to work here. There’s a family-like feel to the team, a team that can always rely on each other to help when needed.
What does a typical day look like for you? Every week and day is different! I’ll typically have calls throughout the week with our brokers or UNFI/KEHE account managers to work on salty and baby reviews. Also, I’m always looking to see where we can get off-shelf display opportunities for accounts in the East and Midwest to continue to help grow our brand awareness at key regional accounts.
What is your favorite LesserEvil snack? Watermelon popcorn and No Cheese Power Curls. I can crush a bag of each in one sitting, easily!
What is one concept, idea, or lesson you recently learned that you believe to be important enough to share? Over the last couple of years since I joined LesserEvil, it’s been amazing to see the steps on the operations side with us being vertically integrated. I’ve always worked with brands who use co-packers, so to see how it’s done from start to finish in our own factory has been a major eye-opening experience. I’ve learned so much from this team!
When did you start working at LesserEvil? August 2022
What is your background (schooling, internships, previous jobs)? 10 years in the natural foods industry in sales.
What made you choose this field? Interest in natural foods and sustainability.
What is your favorite part about working at LesserEvil? The product – so delish!
What does a typical day look like for you? Lots of calls and emails from brokers, buyers, and my fellow coworkers as we work to fill voids, launch new items, and execute display programming.
What is your favorite LesserEvil snack? Himalayan Sweetness! It satisfies my sweet tooth without the guilt.
What is one concept, idea, or lesson you recently learned that you believe to be important enough to share? Don’t sweat the small stuff, and practice gratitude always.
When did you start working at LesserEvil? 2015
What is your background (schooling, internships, previous jobs)? 44 years in the food business.
What made you choose this field? I love being a part of the ever-changing food industry.
What is your favorite part about working at LesserEvil? I love that teamwork plays a part in every phase of the company! There’s nothing like being a part of a great team that’s like family!
What does a typical day look like for you? Visiting the Independents in NorCal, taking care of Green Spoon reps in the West, and shipping samples to retailers and reps! Thinking of LesserEvil in the evening and waking up with a plan of spreading LesserEvil love!
What is your favorite LesserEvil snack? Himalayan Gold Popcorn.
What is one concept, idea, or lesson you recently learned that you believe to be important enough to share? Leave a footprint in the sand for others to follow.
Dan Perreault – Regional Sales Manager
When did you start working at LesserEvil? August 2016
What is your background (schooling, internships, previous jobs)? Musician, Landscape Construction Foreman, Mechanical Production.
What made you choose this field? This was not a specific field that I ever thought I would pursue. I was working in manufacturing and was looking for another opportunity. The drummer of the band I was then playing in worked for Natural/Specialty Sales, he told me of a sales position that was open and I got the job. I learned, in turn, that I was good at it and here we are.
What is your favorite part about working at LesserEvil? Selling the absolute best products in their respective categories.
What does a typical day look like for you? Windshield view, walking, talking, selling, and winning.
What is your favorite LesserEvil snack? Either Himalayan Gold or the new Thrive Elote popcorn. Both are great flavors.
What is one concept, idea, or lesson you recently learned that you believe to be important enough to share? Get outside of your comfort zone. There is a whole new world out there to explore.