We are creating something new at Vista Brands…
A forward-thinking, results-oriented way of doing business in the CPG world. We believe the traditional broker model is no longer relevant in our industry. It once was a great way to get support for a brand, but as brokers took on more and more clients, many fell through the cracks. Seeing this, we wanted to DO better and BE better and not let that happen to you. This is how Vista Brands was born. From emerging to mature brands, our guiding philosophy is to treat each one of our clients as if they are our only brand. We work alongside you and act as an extension of your company, representing you as if we are shareholders.
Lisa Feddersen, Founder
Lisa Feddersen is a 20+ year veteran of the consumer packaged goods industry with a deep focus on sales strategy, sales enablement, trade marketing and product life cycle over a wide range of products and categories.
Lisa’s career started at Procter and Gamble where her tenure and acumen led her to quickly rise as director of regional merchandising and account teams managing multiple notable brands; Tide, Crest, Cover Girl and Clairol. Lisa rapidly rose through the ranks helping design and lead P&G’s corporate National Retail Merchandising Group leading a team of two hundred which operated as a separate internal national brokerage and merchandising firm.
After her P&G tenure, Lisa held C suite and strategic sales positions at several companies with emerging brands, providing revenue and demand creation leadership at Rainbow Light, Country Life Vitamins and High Quality Organics. Within these roles, Lisa developed strong footholds in the Natural Channel (Whole Foods, Sprouts, Central Market) and overtime, translated these natural brands to the FDMC channels providing her deep relations, skill, knowledge and experience in all classes of retail trade including E-commerce.
When Lisa is not driving profitable volume growth, she resides in Austin Texas. Lisa is a foodie at heart and her hobbies include hiking, skating and boating.