Charles Coristine, a former Wall Street employee who once enjoyed the fast pace of trading, experienced burnout in 2011 after nearly two decades in the industry. Despite trying various remedies such as a vegetarian diet and meditation, he found no relief. At a barbeque, Coristine met the owner of snack company LesserEvil, which was struggling and looking to sell. Intrigued by the idea of a fresh start and the company’s alignment with a healthy lifestyle, Coristine impulsively purchased LesserEvil for $250,000 from his savings, along with a future $100,000 payment.
Despite having no experience in the food industry, Coristine took on the role of CEO and president of LesserEvil in 2011. Under his leadership, the company grew significantly, with annual gross sales reaching $103.3 million in 2023. LesserEvil’s products, including popcorns and healthy snack alternatives, made it into major retailers and corner stores across the U.S. The business became profitable in 2021, generating $14.4 million in earnings before interest, taxes, depreciation, and amortization (EBITDA) in the previous year.
Coristine and his team embarked on a ‘scrappy’ reinvention of LesserEvil by updating the branding, creating their own production line, and moving operations into a larger factory in Danbury. With limited funds, they relied on financial support from friends and family and financing through connections to grow the company. By 2014, LesserEvil had revamped its branding, launched new products such as the Buddha Bowl utilizing coconut oil, and started partnerships with major retailers like Kroger. These changes led to increased revenue and profitability for the company.
In recent years, LesserEvil faced challenges related to the ingredients in some of its products, such as lead in Lil’ Puffs snacks for kids. The company responded by apologizing and planning to relaunch the puffs without the problematic ingredient. Despite setbacks, LesserEvil continued to thrive, bringing in $62 million in net sales during the first half of 2024. A new round of funding, led by investment firm Aria Growth Partners, allowed the company to expand and open a new factory in New Milford.
Today, LesserEvil employs 280 individuals and produces 5,000 pounds of popcorn per hour between its two factories. Coristine’s short-term goals include further growth and product launches, while his long-term vision is for LesserEvil to become a lasting brand. He attributes his personal happiness and reduced work hours to his success with the company, feeling joyous in his role and finding fulfillment in the work he does. As he continues to steer LesserEvil towards success, Coristine remains dedicated to maintaining the brand’s unique positioning in the market through unconventional ingredients and innovative products.
