Lewis Goldstein: CEO, Better with Buckwheat

Lewis Goldstein, CEO of Better with Buckwheat, joins Jennifer and Risa on the latest episode of CPG Scoop!

Lewis says his career has a pattern to it: he is drawn to organizations that have a mission he believes in, create products or services that enhance people's lives, have inspiring leaders and are competitive. He has worked at major brands including Sam Adams, Snapple, Kiss My Face, and Organic Valley, and has gravitated toward craft, natural, and organic consumer products. He is inspired by his upbringing in an entrepreneurial family who prioritized healthy eating (read: macrobiotic household).

He is motivated by a passion to support consumers’ healthy lifestyles, building a track record of branded sales growth and product innovation. In notable posts at Organic Valley and Kiss My Face, he drove triple-digit revenue growth, developed strategic innovation capabilities, grew brands’ emotional connections with consumers, and expanded brands into new categories and distribution channels.

He thrives on the front lines building disruptor brands that connect emotionally with people who want their purchases to enable change in the world. He hires great teams and enables them to take ownership of their success and get out of their comfort zones where both personal satisfaction and business success can be found. 

While at Organic Valley, he was gifted a package of Maine Crisps. He loved the product, understood the market potential of better-for-you snacks, and was inspired by the Maine-grown buckwheat that forms the basis of the naturally gluten-free crisps. He joined the Maine Crisp board of directors for a 2-year term, and became CEO in November 2022. In his first year as CEO, they tripled sales revenue over 2022 levels. He presided over major operational and marketing initiatives including a rebrand, a new product line with three SKUs; onboarding a new national broker; and increasing points of distribution from 400 to 2,000 across the country. They are on their way to becoming category-defining brand in buckwheat’s trajectory as the next superfood in the natural & organic sector.

Our favorite takeaways from this episode with Lewis:

• It is okay to take risks and make mistakes. 
• We need to recognize that what we put into our bodies is one of the main contributors to what we get out of life.
• 2024 is full of big aspirations for Maine Crisp (hint, hint: launching at Whole Foods, Thrive, and other regional natural food chains).