"When it comes to scaling CPG brands, Steve is a seasoned professional."
"He stresses the importance of always starting with a deep understanding of your consumer and then bringing that to life digitally and across retailers and sales channels. This is critical to accelerating our velocity at Death Wish Coffee."
Steve Gardiner joined Death Wish Coffee as CEO after six years at Nature's Bakery, including more than three years as CEO, and 24 years in leadership roles at PepsiCo. He is the first formally announced CEO since Mike Pilkington departed in 2023; founder Mike Brown previously served as CEO. Mike Brown praised Gardiner's CPG scaling abilities, emphasizing deep consumer understanding and activation across digital, retailers, and sales channels to accelerate brand velocity. Death Wish cited private SPINS data calling it the #1 Organic and #1 Fair Trade coffee brand in the United States. Its products are available in more than 25,000 U.S. retail locations. In 2021 TA Associates made an undisclosed investment and still lists Death Wish as an active portfolio company as of Sept. 15, 2025.
Read at Daily Coffee News by Roast Magazine
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