California Sales Lead Full Time

About Wholesome Crave
Wholesome Crave is a mission-driven, sustainable food company that produces the
healthiest, and most delicious plant-based soups in the U.S.

We DO WELL and DO GOOD. Our freshly-made, chef-inspired soups are not only
delicious and nutrient-dense, they drive positive change in the world by
directing 5% of soup sales to our sister non-profit organization Wholesome
Wave. Wholesome Wave provides private funding to community-based food
organizations that create incentives for lower-income Americans to purchase
fresh fruits and vegetables that they otherwise could not afford. The
organization has been successful advocating for federal policy to support these
programs throughout the field
Wholesome Crave was founded in 2018 by four-time James Beard award-winning chef
Michel Nischan, who is also Co-Founder and Chairman of Wholesome Wave, and led
by former CEO of Newman s Own and Weight Watchers, Mike McGrath.
Nischan s entire career has been devoted to local, regional, organic,
regenerative, and plant-forward cooking and sourcing. His vision is our vision:
a world where everyone, regardless of income, can afford and choose the high-
quality fruits and vegetables they need to lead a healthful, meaningful
lifestyle.

About the Position: Foodservice Sales Lead
It s all about who you are, and how well you align with our vision.
You aim to be one of the most significant people in bringing the next impactful
plant-forward food brand to market. You will be instrumental in introducing
Wholesome Crave s portfolio of vegetarian and vegan-prepared products to th
higher education, healthcare, and large-employer markets by engaging and
landing new food service accounts, growing existing partnerships, enrolling
distributors and brokers as brand champions, and growing our sales team from
the ground-up. This is a hands-on role that is perfect for your irrepressible
passion, entrepreneurial skills, personal drive for success, and true devotion
to cause. Our business is growing and you will help us shape, grow, and lead
it!

What_You_Crave:

• An environment where you can thrive as a seasoned food service sales

leader

• An opportunity to work with world-class, experienced founders in a

mission-driven company, focused on a plant-forward future

• An exciting new home for you to house your extensive relationships with

change-hungry food service accounts, brokers and distributors

• An opportunity to prove your chops in the complex scaled food service

environment with multiple layers of decision makers, price/pain points,
and feeding environments

• An opportunity to sell more than just the most delicious plant-based

soups an opportunity to sell meaningful change

• A home where your high energy and incredible passion are embraced by an

opportunity to share in the success of the overall organization

• The opportunity, story, and resources to affect meaningful change in our

food system. After all, for you, this is like breathing

• An opportunity to take true ownership in facing barriers head-on, while

forging innovative solutions

Who_You_Are:

• You re a highly effective sales leader. You are a warm, generous huma

being who believes that doing business the right way doing well by
doing good is a way of life, not an option. You re passionate
positive at work, at home, and in public. You love focused, efficient
work, are excited by challenges and barriers, and are driven by
integrity, humility, and a genuine desire to positively impact the world.
You are persistent as hell. Your organizational skills are deployed
through a lens of excellence, and genuine hospitality otherwise kno
as a sincere desire to please people.

Enough_about_you_ _now_what_about_us?

• We re the next wave in scaled food service products designed to solve

the existing gap of delicious, nutritious, and healthful fully-plant-
based soups. We intend to disrupt the status quo of the current food
service environment, which is replete with fat-rich, high-sodium, un-
delicious soups, made by very big companies with little or no concern for
planet or people. We also intend to disrupt how meaningful change is made
in the communities of those struggling with serious poverty and food
insecurity.

• We are a premier solution to expanding delicious plant-based choices on

the menus of selective customers like Google and Guckenheimer

• We re on a mission to save our planet, our health, and to help

Americans struggling with serious food insecurity all while driving
positive change in the food system.

• We re a company of high-quality humans who live and breathe integrity

benevolence, kindness, awesomeness, and excellence.

• We re the company you want to become part of

We_Need YOU to:

• Work directly with our President and talented board of directors to help

build out Wholesome Crave s sales strategy and sales plan. Selling in
targeted accounts in the college and university, boutique employer, and
healthcare food service sectors. Expansion into direct-to-consumer and
CPG are expected over time

• Define, design, and implement new account launch plans with a keen eye

toward sectors focused on social and environmental impact, such as the
Menus of Change University Research Collaborative, Healthcare Without
Harm, and others. This activity will include trade promotion plans,
activations, and co-branded opportunities

• Own all aspects of the sales cycle: identifying key food service

accounts, closing deals and signing on new accounts, and managing and
growing existing accounts most importantly, listening genuinely to
your customers so we can respond

• Monitor sales in each of our accounts (using CRM tools) to assess the

product s position in the market and effectively forecast sales volum
for each distributor and end user

• Execute the sales strategy which includes defining clear objectives and

challenging goals to gain market share, then organize annual sales
targets into quarterly and monthly sales goals with established execution
plans

• Create and manage an effective and mission-aligned network of

distributors and brokers managing relationships in a manner
consistent with the core values of Wholesome Crave

• Support field marketing events and local promotional activities to grow

the Wholesome Crave brand and to achieve maximum sell-through

• Provide input into marketing, social/digital media, activation, and

influencer campaigns

• Travel to New York for quarterly and other meetings as necessary to

promote dynamic start-up activities and coordination

• Conduct market audits to assess the products position in the

marketplace; monitor competitive activity and distributor effectiveness,
and; stay ahead of trends in the plant-forward, plant-based food service
product sector

• Help build, shape, and lead Wholesome Crave s sales team over time
• Most importantly, genuinely care about our customers and supply chain

partners. Genuine hospitality is the ultimate builder of lasting trust,
and long-standing relationships

This is a full-time job, located in Northern California, with a competitive
compensation package, including equity for the right individual with
demonstrated performance, stellar references and professional background. Share
your resume with Mike McGrath by sending to

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