Tractor Beverage Company Appoints Clay Lichterman as SVP of Sales

Tractor Beverage Company, a farmer-founded and employee-owned organic beverage company, has appointed Clay Lichterman as its new Senior Vice President of Sales. Lichterman will report to Chief Revenue Officer John Murphy.

In his new role, Lichterman is tasked with expanding the company's sales, particularly within the foodservice channel where Tractor Beverage Company initially established its roots. He brings prior experience as a chef and has been involved in launching multiple companies into the foodservice industry.

"Foodservice is where Tractor began, and Clay understands the people and the work at the heart of that channel," said John Murphy. "He's been in the kitchen, he's built customer relationships, and he knows how to help a brand grow. We are excited to have him help bring Tractor to more tables."

Founded over a decade ago, Tractor Beverage Company offers USDA Certified Organic beverages, including fountain drinks, lemonades, teas, and fruit-forward refreshers. The company has also received several industry accolades, such as a NEXTY Award and FABI Awards.