Arcadia Biosciences, Inc. announced it has named Brian Schaffer as senior vice president of sales, as the company continues to expand its consumer goods platforms.
A seasoned sales and general management executive with deep CPG experience, Schaffer has a proven track record of building and leading world class sales organizations. He is tasked with driving the retail launch of Arcadia’s GoodWheat brand, a company priority in 2022 as it works to build out its portfolio of plant-based, better-for-you products.
“Brian’s expertise comes at a critical time for the company, as we establish our brands in an increasingly competitive and rapidly evolving retail environment,” said Matt Plavan, Arcadia CEO. “I’m confident in Brian’s commitment to lead our sales team and execute a successful retail launch of GoodWheat, leveraging his retail channel relationships, proven leadership and growth-oriented mindset. His experience and passion for building brands will enable us to continue to grow Zola coconut water and our portfolio of natural body care products including Saavy Naturals, SoulSpring and ProVault.”
With a CPG pedigree that includes leadership roles at PepsiCo and Kellogg’s, Schaffer possesses comprehensive knowledge across categories, channels of trade and go-to-market systems. Throughout his extensive career, he has successfully developed and executed growth strategies for brands including Keebler Chips Deluxe, Cheez It, Gatorade, Tropicana, Quaker Foods & Snacks and On The Border tortilla chips and salsas.
“I am delighted to join a dynamic, world-class team,” said Schaffer. “The impressive work that’s been done by the team thus far has readied the innovative GoodWheat products for launch, and I’m excited to build the brand at retail. In addition, I see significant opportunity for continued retail growth of the existing Arcadia portfolio of on-trend, plant-based beverage and body care products.”
Arcadia’s chief growth officer, Chris Cuvelier, will be leaving the company effective November 30 to pursue other opportunities. “I am proud of the work we have done at Arcadia to integrate Zola and the body care brands into our portfolio of wellness products and set the foundation for continued growth,” said Cuvelier. “Brian is a strong addition to our leadership team with his proven ability to build and successfully execute CPG sales strategies, and I am confident he will continue to successfully build on the foundation we have set.”
