By the ripe age of 11, surfing grabbed Jeff. The ocean, the act of riding waves, the subculture – all of it. Jacques Cousteau once said, “The sea, once it casts its spell, holds one in its net of wonder forever.” Yep, Jeff can confirm that one. When he was 17, he started working in a natural food store and studying nutrition. Once again, he discovered another subculture driven by nature and health with a powerful gravitational pull.

What he didn’t know then was that these two experiences would shape his approach to business and storytelling forever.

Surfing taught Jeff to respect nature. Surf brands opened his eyes to pure creativity, guerilla marketing, authentic culture and that the line between work and fun should be blurry. Natural foods and nutrition deepened his understanding of science and systems thinking. Natural food brands taught him the power of purpose and how to put it into action to grow healthy teams, businesses and positive impact. Working with the backing of a global, multibillion-dollar food giant as a parent company taught Jeff world-class storytelling, innovation, leadership, and collaboration.

As a result, Jeff brings to the table that rare hybrid approach of small company soul and agility with big business sophistication. He’s the guy that’s equally adept at mixing it up with the creatives, collaborating on a complex, industry changing initiatives with supply chain,  presenting strategies to the board, and rolling up sleeves with anyone on the team to make it happen. All while enjoying the ride.