Generation Reinvention 57: Boomers, LOHAS Business and Conscious Capitalism

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Steve Demos is the natural foods pioneer and visionary behind NextFoods and its GoodBelly brand.

A progressive entrepreneur with more than 30 years experience in creating and marketing environmentally and socially-conscious foods, he is also the founder and former president of White Wave Inc., the largest producer and marketer of soy-based products in the U.S (Silk Milk Brand). He founded White Wave in 1977, where he led all aspects of strategic planning, operations, product conception and development, and branding until the company was sold to Dean Foods in 2005 for $296 million.

An avid world traveler, lifelong seeker and vegetarian, Steve Demos was inspired to create White Wave following one of his first trips abroad to India. He spent several years traveling throughout Europe and Asia, and returned determined to create a sustainable business that upheld and demonstrated the values of “right livelihood,” a concept that fosters responsible, mindful and profitable capitalism. Simply stated: “Good for me, good for you, good for everyone that touches it.”

NextFoods is an extension of Steve’s belief in “right livelihood,” as the company aims to produce healthy, natural, and organic foods with a functional edge base on scientifically substantiated health benefits.

He currently serves as chairman of the board for NextFoods, although he continues to enjoy trekking the globe, visiting exotic locales, out running cannibals and seeking adventure. Steve says he resides in Colorado but he doesn’t seem to be there much.

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