With 25 years of experience in the global sales and marketing of domestic and imported food and beverage brands, Steef drives the sales, channel distribution and territory development efforts for Craft Catalyst partners, including brands like High Road Craft Ice Cream, PopCorners and Boomsma Distilling. Prior to this role, most recently Steef was President of in2food Gourmet, a manufacturer and importer of European pastry ingredients that acquired his previous company, de Boer Food Importers.
Steef was VP Sales for Stirrings, the Boston-based all natural cocktail mixer and ingredients manufacturer that was acquired by Diageo. He has also held executive positions with several of Hagemeyer Foods North America’s distributors that built national distribution for brands such as Stash Tea, Annie’s Homegrown and Apolinaris Mineral Water; as well as with Wine.com, Grolsch Beer and Fritz Cellars.
Steef holds a BA from Emory University and an MBA from Erasmus University in the Netherlands.