Lichterman joins the Denver-based firm with a track record of scaling four companies within the competitive foodservice sector. His background, which includes working in professional kitchens since age 12, provides a tactical perspective on the demands restaurant operators face daily. According to Murphy, this operational insight is critical for Tractor as it seeks to place its USDA-certified organic portfolio—ranging from fountain beverages to the award-winning Haymaker sparkling tonic—onto more tables nationwide.
In section Releases
Tractor Beverage Taps Former Chef Clay Lichterman to Lead Sales Growth
Clay Lichterman, a veteran foodservice leader and former chef, has been appointed Senior Vice President of Sales at Tractor Beverage Company. Reporting to Chief Revenue Officer John Murphy, Lichterman will focus on expanding the reach of the organic brand within the restaurant channel, where the company originally established its roots.
The appointment follows a period of significant growth for the farmer-founded, employee-owned business. Tractor secured a position on the Inc. 5000 list of fastest-growing private companies for the fifth consecutive year in 2026. Lichterman intends to leverage the company’s Organic Impact Tracker, a tool that quantifies the environmental benefits of organic sourcing, to help partners communicate the value of regenerative agriculture to their guests. His strategy will center on the company's core "Soil & Soul" philosophy, emphasizing long-term relationships and a team-first approach to channel strategy.
Comments (0)
No comments yet. Be the first!