One of the United States’ (US) leading organic and Fairtrade coffee brands, Death Wish Coffee Co. has announced Steve Gardiner as its new CEO.
Gardiner has joined the coffee brand from snack brand Nature’s Bakery, prior to which he spent 24 years in a variety of roles at PepsiCo.
Founder of Death Wish Coffee Mike Brown says the appointment of Gardiner is key in the roaster continuing its growth.
“When it comes to scaling CPG brands, Steve is a seasoned professional,” says Brown. “He stresses the importance of always starting with a deep understanding of your consumer and then bringing that to life digitally across retailers and sales channels.
“This is critical to accelerating our velocity at Death Wish Coffee. Steve’s strategic vision will be extremely valuable as we continue to grow our national footprint and introduce a steady pipeline of innovation to our dedicated community of coffee lovers and new fans.”
Death Wish Coffee Co. is the number one selling Fairtrade and organic roasted coffee brand in the US according to the SPINS MULO Scan Data in January 2025, and is found in more than 25,000 stores nationwide.
“I have long admired Death Wish Coffee Co.’s commitment to quality, its unique brand identity, and its passionate customer base,” says Gardiner.
“It’s an honour to be given the opportunity to lead this team and build upon the brand’s growth and success.
“I am excited to dive in and get to work with the team, expanding our reach and bringing the leading Fairtrade and organic coffee brand to more consumers.”
