STRATEGY • ACTION • GROWTH
In Foodservice,
Growth Begins
With A Strategy
We help purpose-driven brands clarify their path, build distribution, and scale with confidence.
Strategy & Planning
We dig into the “why.” Before spending a dollar, we identify segments, define launch needs, and build a plan grounded in reality – not just ambition.
Sales Development
We target operators to generate demand signals. Whether through primary distributors or redistribution, we ensure your product is accessible.
Scaling with Partners
We help identify the right partners, support engagement, and provide oversight to keep growth aligned and on track.
Strategy Before Sales.
Many brands enter the channel eager to grow but find it difficult to turn activity into real progress. We help brands bring clarity and direction to their foodservice approach, ensuring every move builds toward a measurable goal.
The Role of Strategy
We dig into the “why.” Whether you are pre-launch or gaining traction, we define what is needed for success, from pricing and pack sizes to segment-specific marketing, before you spend a dollar. That clarity shapes every decision that follows.
Building Distribution
We target operators whose adoption generates the demand signals distributors need. We ensure operators can access your product easily, whether through primary distributors or redistribution channels that support multi-location programs.
Learning Through Success
We treat every early adoption as a case study. By studying what works operationally and what drives engagement, we help brands move from initial traction to sustainable, repeatable growth across new operators and regions.
Scaling With The Right Partners
Most brokers need a foundation of distribution to succeed. We ensure that is in place first, then connect you with trusted partners, providing the oversight and accountability needed to deliver results aligned with your brand goals.
The Complete Pathway For Growth
Providing a complete pathway for growth, starting with strategy, building traction through direct sales, and expanding through the right broker partnerships. By focusing on the right steps at the right time, we help brands avoid costly mistakes, earn distributor support, and build lasting, sustainable growth. For purpose- driven companies.
The Full Pathway
A comprehensive approach to foodservice success, from diagnostic planning to national scaling.
Strategic Foundation
Diagnostic and planning phase. We analyze brand readiness, pricing architecture, and pack sizes. We define the “why” and identify the right operator segments to ensure your launch is built on solid ground.
Collaborative Sales Development
Integration with internal sales teams. We don’t just consult; we work alongside your team to align objectives and build a focused plan that turns intention into execution, bridging the gap between retail and foodservice.
Direct Sales & Distribution
Operator activation and distributor alignment. We target large operators whose adoption unlocks local and regional distribution. These anchor wins generate the vital demand signals distributors need to stock your product.
GPO & Contract Management
Institutional expansion. Deep expertise in managing complex RFPs, bids, and contract compliance. We build high-impact partnerships with GPOs and state agencies, navigating the complexities of USDA Commodity Processing.
Scaling Through The Right Partners
Broker management and accountability. Once distribution is established, we identify the right broker networks to scale. We provide the oversight needed to ensure they execute the plan with confidence and results.
Segment Expertise
Specialized focus on College & University (C&U), K-12, Business & Industry (B&I), and National Accounts. We leverage deep industry relationships across all Commercial and Non-Commercial segments to place your product where it fits best.
The Collective
We translate purpose into performance with decades of leadership in the natural and better-for-you segments.
Thaddeus Thorne
Strategy & Growth Leadership
Thaddeus brings 20+ years of experience executing growth strategies for emerging brands. A recognized leader in the better-for-you segment, he builds scalable go-to-market strategies that connect innovation with execution.
My experience has been built inside real foodservice environments, working across brands at different stages of growth and within complex, imperfect systems.
I have led foodservice growth for both emerging brands and established companies entering or expanding within the channel. In many cases, this meant treating foodservice like a startup environment. Defining a clear point of entry, earning early wins with the right operators, and using those wins to build distribution and national momentum.
Across my career, I have identified priority segments to drive adoption, partnered closely with distributors to convert interest into availability, and worked with every type of broker model including local, regional, and national partners. I have also built and led high performing sales teams designed to scale alongside the business rather than ahead of it.
This work is not linear and it is not easy. Sustainable growth in foodservice requires patience, alignment across leadership and investors, and consistent focus over time. It requires knowing when to push, when to wait, and how to ensure progress in one area does not create friction in another.
My approach is grounded in discipline and sequencing. Establish credibility, create repeatable success, and expand with intention. That philosophy has shaped my work and continues to guide the partners and brands I support through THORNE Collective.
Ed Cristofoli
National & Chain Sales Leadership
Read Bio
- EXPERIENCE: Senior roles at Nestlé, The J.M. Smucker Company, McCain Foods, and Thai Union.
- EXPERTISE: Building and managing partnerships with major operators and distributors nationwide.
- FOCUS: Aligning teams around shared goals to achieve sustainable success.
Lisa Wright
K-12 & Institutional Leadership
Read Bio
Lisa is a veteran executive with over two decades driving growth in K-12 and institutional segments. Deep expertise in USDA Commodity Processing, distributor relations, and national account management.
- TRACK RECORD: Consistently delivered revenue expansion and operational excellence across leading organizations.
- RECOGNITION: Earned “Supplier of the Year” award from Premier, Inc.
- LEADERSHIP: Appointments to the National SNA Industry Advisory Council and ACDA committees.
Proven Results - Success Stories
Show traction and validation through real results. By showcasing how brands grow, perform, and succeed, we reinforce credibility and create confidence for what comes next.
Spare Burger
Sustainable Growth
Spare Burger partnered on a multi-year growth initiative to navigate the challenges of scaling a mission-driven foodservice brand. The strategy focuses on disciplined expansion across priority segments, strengthening operator adoption, and aligning national distribution. Now in execution, this approach is driving sustainable growth, improving market positioning, and laying the groundwork for long-term scale and category leadership.
Gardein
Category Pioneer
Gardein partnered on a foundational growth initiative to establish the plant-based category within foodservice. The strategy defined clear priority segments and key accounts, while building a national broker network from the ground up. This disciplined approach created credibility, repeatable success, and national distribution, ultimately positioning the brand for scale and supporting its successful acquisition by Pinnacle Foods.
Sambazon
Structure & Scale
Sambazon partnered on a strategic initiative to address the absence of a cohesive foodservice approach. A unified roadmap was designed and implemented, establishing structure, processes, and priority segments while building a high-performing sales team and aligning regional and national partners. This work transformed foodservice into a scalable, profitable, and core division, creating a repeatable foundation for sustained growth.
Let’s build your foodservice growth plan.
Foodservice rewards preparation, not guesswork. Let’s talk about building a clear plan that elevates your product, partners, and long-term performance.
La Jolla, California
RESILIENCE & ENDURANCEDespite their tiny size, hummingbirds migrate long distances and are incredibly tough, representing determination and adaptability.
MINDFULNESSBecause they live in the moment, hummingbirds are often associated with living fully and appreciating the present.
TRANSFORMATIONTheir speed and constant motion often symbolize the ability to adapt quickly and thrive in changing conditions.