From Wall Street to Snack Street: The Remarkable Journey of Charles Coristine and Lesserevil

In the high-stakes world of Wall Street, Charles Coristine was a name synonymous with success. Working at Morgan Stanley, he thrived in the fast-paced environment, often waking up in the middle of the night to trade in international stock markets. Yet, despite his achievements and the thrill of the financial rollercoaster, Coristine found himself grappling with burnout by 2011. The symptoms were unmistakable: fatigue, lack of fulfillment, and a gnawing sense that there had to be more to life than the relentless pursuit of financial gain. He tried various remedies, from adopting a vegetarian diet and meditating to pursuing an MBA, but nothing seemed to fill the void.

It was during a seemingly ordinary barbecue that Coristine’s life took an unexpected turn. There, he met the owner of Lesserevil, a struggling snack company on the brink of collapse. The owner expressed interest in selling the business, and despite having no experience in the food industry, Coristine was intrigued. In a move that many would consider impulsive and poorly researched, he decided to buy Lesserevil for $250,000. At the time, the company was hemorrhaging money and generating less than $1 million in annual revenue. It was a significant risk, one that could have easily ended in disaster.

Coristine’s decision to dive headfirst into the unknown was driven by a combination of desperation and curiosity. He didn’t know anyone in the food industry, which, in hindsight, he believes was a blessing in disguise. Had he done more research, he might have realized the low probability of success and backed out. Instead, his ignorance allowed him to approach the challenge with a fresh perspective, unencumbered by the conventional wisdom that often stifles innovation. He continued working at TD Bank while pursuing his MBA at Cornell University, juggling multiple responsibilities as he prepared to take the helm at Lesserevil full-time.

In 2012, Coristine officially stepped into the role of CEO at Lesserevil. His first order of business was to assemble a team that could help him turn the company around. He hired his MBA friend as COO and CFO and brought on his wakeboard instructor as head of marketing. Together, they set about rebranding the company and creating their own production line to reduce costs. They moved into a bigger factory, using equipment purchased from auctions to keep expenses low. To fund their efforts, they raised money from friends and family and secured financing through a connection at a bank. It was a scrappy, resourceful approach that laid the foundation for future success.

One of the pivotal moments in Lesserevil’s transformation came from an unlikely source: Coristine’s personal nutritionist. She suggested using coconut oil in their snacks, a recommendation that proved to be a game-changer. Coconut oil not only aligned with the company’s mission to provide clean, healthy snacks but also set Lesserevil apart from competitors. The introduction of products like the Buddha Bowl, which brought in $2 million in sales, demonstrated the potential of this new direction. The company’s commitment to high-quality ingredients and sustainable practices resonated with consumers, driving growth and brand loyalty.

As Lesserevil gained traction, Coristine and his team continued to innovate and expand. They moved into a larger, 5,000-square-foot factory in Danbury, Connecticut, and later into a 20,000-square-foot facility by 2017, thanks to a partnership with Kroger. In 2018, the company received $3 million in funding to add more production lines and update packaging. These strategic moves enabled Lesserevil to scale its operations and meet the growing demand for its products. By 2023, the company’s annual gross sales had skyrocketed to $103.3 million, with $82.9 million in net sales and $14.4 million in earnings in 2021.

Despite the impressive financial turnaround, Coristine’s journey was not without its challenges. The early years were marked by uncertainty and financial strain. After running out of personal savings, the team had to rely on external funding to keep the business afloat. It wasn’t until eight years into owning the company that Coristine was able to start paying himself a salary. Yet, through it all, his vision and determination never wavered. He believed in the potential of Lesserevil and was committed to making it a household name. His relentless efforts paid off, as the company’s products began appearing in major retailers and corner stores across the United States.

One of the keys to Lesserevil’s success has been its strong online presence and engagement with customers on social media. Coristine understood the importance of building a community around the brand and leveraged digital platforms to connect with consumers. The company also collaborated with popular influencers and celebrities to promote its products, further boosting its visibility and appeal. These marketing and branding efforts have helped Lesserevil carve out a niche in the competitive snack industry, positioning it as a leader in the market for clean, organic snacks.

Another factor contributing to Lesserevil’s growth has been its commitment to innovation. The company continuously explores new product lines and flavors to keep its offerings fresh and exciting. This dedication to innovation is evident in the variety of snacks available, from popcorn and cheese balls to puffs and beyond. Each product is crafted with care, using high-quality ingredients that align with the company’s mission to provide healthier snack options. This focus on quality has earned Lesserevil a loyal customer base and numerous accolades within the industry.

Looking ahead, Coristine has ambitious plans for Lesserevil. He envisions the company continuing to expand its product line and reach, with the goal of becoming a globally recognized brand. To achieve this, Lesserevil will need to navigate the complexities of international markets and adapt to evolving consumer preferences. However, with Coristine’s track record of turning challenges into opportunities, there is every reason to believe that the company will continue to thrive. The future looks bright for Lesserevil as it builds on its success and strives to make a positive impact on the world through its commitment to clean, healthy snacks.

In conclusion, the story of Charles Coristine and Lesserevil is a testament to the power of resilience, innovation, and vision. From the burnout of Wall Street to the triumphs of the snack industry, Coristine’s journey is a remarkable example of what can be achieved when one dares to take risks and pursue their passions. Lesserevil’s transformation from a failing company to a $103 million powerhouse is a source of inspiration for entrepreneurs everywhere. It serves as a reminder that with determination, creativity, and a willingness to embrace the unknown, anything is possible.

As Lesserevil continues to grow and evolve, it remains committed to its core values of providing clean, healthy snacks and contributing to a more wholesome world. The company’s success is not just measured in financial terms but also in the positive impact it has on its customers and the broader community. With Coristine at the helm, Lesserevil is well-positioned to continue its upward trajectory and become a lasting force in the snack industry. The journey is far from over, and the best is yet to come for Lesserevil and its visionary leader, Charles Coristine.