Tractor Beverage Company Names Clay Lichterman SVP of Sales to Build on Its Foodservice Roots

Former chef and food service leader joins the farmer-founded brand to expand the reach of its award-winning, USDA-certified organic beverages

DENVER, Oct. 13, 2026 /PRNewswire/ -- Tractor Beverage Company, the farmer-founded, employee-owned organic beverage company, today announced the appointment of Clay Lichterman as Senior Vice President of Sales, reporting to Chief Revenue Officer John Murphy. A former chef with experience helping launch numerous companies into foodservice, Lichterman joins Tractor to build on the channel where the brand got its start.

Tractor began in foodservice more than a decade ago, partnering with restaurants to make USDA Certified Organic beverages part of the everyday dining experience. Its portfolio includes organic fountain beverages, lemonades, teas, and fruit-forward refreshers, along with Haymaker, its organic apple cider vinegar sparkling tonic available in cans through food service and retail. Haymaker earned a 2026 NEXTY Award for Apricot Peach and 2026 FABI Awards for all four flavors, with Citrus Ginger named a FABI Favorite. Tractor also earned a place on the Inc. 5000 list of America's fastest-growing private companies for the fifth consecutive year in 2026, underscoring the momentum Lichterman joins the company to build on.

"Foodservice is where Tractor began, and Clay understands the people and the work at the heart of that channel," said Murphy. "He's been in the kitchen, he's built customer relationships, and he knows how to help a brand grow. Clay brings an operator's perspective to a company built around giving operators something meaningful to serve: great-tasting, organic beverages with a connection to the land. We're excited to have him help bring Tractor to more tables."

Lichterman began working in a kitchen at age 12 and later ran kitchens as a chef. That experience gave him firsthand appreciation for the demands of the restaurant business and the trust suppliers must earn. Throughout his career, he has helped bring four companies into foodservice, build teams, develop channel strategies, and create lasting customer relationships.

"What first drew me to Tractor was how well the brand showed up in foodservice. Then I got to know the people, the products, and the purpose behind them," said Lichterman. "I'm excited to join a brand with such a clear commitment to organic. The brand's Organic Impact Tracker makes that commitment tangible, giving operators something to share with guests that connects the beverages they serve to the organic farmland they support and the synthetic pesticides they help avoid. That's a powerful story to bring to the table, and I'm excited to help more partners become part of it."

Lichterman brings a team-first approach shaped by a lifelong connection to sports and coaching. His emphasis on shared goals, accountability and caring for the people around him aligns with Tractor's belief in Soil & Soul: that soil is the foundation of life and soul is the foundation of living. 

ABOUT TRACTOR

Farmer-founded and employee-owned, Tractor is built on the belief that a better food system starts with the land—and the people who care for it. We craft every beverage with USDA Organic-certified ingredients and a commitment to supporting soil health. We make drinks that taste great, drive real impact, and raise awareness of regenerative practices that nourish both the earth and the communities it sustains.

Through the Farmhand Foundation, we help secure farming's future by connecting growers with financial tools, education, and regenerative supply chains. And with our Organic Impact Tracker, we provide unprecedented transparency into the environmental benefits of organic sourcing, helping partners see the measurable difference every sip makes.

For more information, visit drinktractor.com or follow @drinktractor on Instagram.

Media contact:
Chrystie Heimert
Tractor Beverage Company
[email protected]
802.338.2556

SOURCE Tractor Beverage Company