Natural & Organic

Hippeas Hires Snack Vets to Lead Sales Efforts

Mar 13, 2017
By TGR Edit Desk

 Seventi, Francis and Ledyard worked together at Pirate Brands

Hippeas Organic Chickpea Puffs has hired three experienced sales executives.

Led by CPG veteran Joe Serventi, who has been appointed general manager, Hippeas has invested in expanding its sales force nationwide with the addition of Josh Francis as VP of sales and Luke Ledyard as director of sales. In these roles, Serventi, Francis and Ledyard will be responsible for driving cross-channel distribution among traditional, natural and club retailers, and growing revenue in the United States.

Prior to joining the Los Angeles-based chickpea puff company, Serventi served as the EVP of corporate development at Barkthins, where he built the larger organization and infrastructure while establishing the disruptive snack brand in the competitive marketplace. As a key member of the executive team, Serventi drove 775 percent revenue growth, culminating in the company’s sale to Hershey’s. Before Barkthins, Serventi was an instrumental member of the Pirate Brands senior management team, where he revitalized the stagnant brand and quadrupled sales.

Former colleagues of Serventi at Pirates Brands, Francis and Ledyard “come together to reunite the dream team” of sales and business development. Before joining Hippeas and following Pirates Brands, Francis worked at Babyganics and Ledyard worked at Cookie Chips and Krave Jerky.

Following its launch in July 2016 with Starbucks, the bright yellow bag with the chickpea smile is officially taking over the grocery aisle. With presence in over 18,500 doors, Hippeas can now be found at premium retailers including Whole Foods, Wegman’s, HEB, Shaw’s and Central Market, and has recently secured distribution in Kroger.