Most Homework: Annie Streit, Chief Commercial Officer, Daily Harvest
📚 Most Homework: Annie Streit, Chief Commercial Officer, Daily Harvest
Talk about a sales job. Daily Harvest’s long-awaited expansion to brick-and-mortar retail couldn’t have come at a better time – largely because the company’s influencer-driven direct-to-consumer sales bridges were burning in the wake of a summer 2022 recall that left revenue down by about one-third, according to some reports.
Enter Annie Streit, a 20-year-plus experienced sales veteran whose job is to take the company’s instant smoothies and meals out of the delivery realm and into full-fledged displays in Kroger, Wegmans, Costco, and eventually all forms of physical retail – in other words, to fulfill the promise that founder Rachel Drori brought to investors when pitching DH as one of the next great lifestyle brands. Also, she’s got to help rebuild that DTC revenue, all while convincing consumers and retail customers that the company’s offerings are safe and tasty.
A self-described “Pirate Captain” who is all about leading her sales squad to battle in the aisles, Streit has already managed to convince company stakeholders to support the move into brick and mortar – now they just need to convince millions of consumers to move the product into their carts. The good news? The recall’s in the rearview. But if those in-aisle consumers really do research new products from their phones, the question is whether that old, bad news resurfaces, or this high seas sales leader can beat back the attacks.