Meet Victor Willis
Founder, Red Alder CPG
I’ve spent my career helping brands and good ideas in food and agriculture find their way to market.
That has taken me across retail, brands, brokerage and international market development; and into entrepreneurship, education, mentoring and agricultural commercialization.
The common thread is curiosity about what makes an idea commercially viable: who it’s for, where it fits, how it reaches the market, and what needs to be true for it to grow.
Today, I bring that perspective to Red Alder CPG, working alongside founders and leadership teams to make better commercial decisions, turning promising opportunities into concrete sales, and helping emerging brands turn traction into strong revenue and sustainable growth.
I offer strategic advisory, fractional sales support, and brokerage for natural, organic, and specialty brands. I work alongside founders and teams with curiosity, candor, and enthusiasm. I’m patient with the process, persistent through challenges, and proactive about opportunities. I bring joy to the work, too.
Born in the U.K. and based in Portland, Oregon, I love the mission-driven food, beverage and wellness industry. Portland’s independent food culture keeps me close to what draws me to this industry: people building businesses with character, provenance, and purpose.
Experience from several sides of the business
My experience includes roles with New Seasons Market, Safeway in the U.K., The Jasmine Pearl Tea Company, and The Fine Cheese Co., as well as leading an in-house brokerage team serving Kroger through Daymon. Through my work with the Agriculture and Horticulture Development Board, I help British dairy brands develop their U.S. business.
I’ve advised or mentored more than 50 food and wellness brands, including Rogue Creamery, Fishpeople, Pan’s Mushroom Jerky, Bluebird Grain Farms, Hot Mama Salsa, Whole Circle Farms and Soothie Suckers. Food is at the heart of my background, with additional experience in natural personal care, skincare, and CBD products.
My work also extends upstream into agriculture from specialty crop commercialization and regional market viability to evaluating technologies that can bring more production closer to home.
My training in food science, economics, and marketing helps me connect the product with the business behind it.
I bring a holistic, data-informed perspective to questions about customers, categories, pricing, distribution, and growth.
Building a stronger food community
I’m especially drawn to businesses with a strong sense of place, provenance, or purpose, including farm-origin brands. Staying involved in the food community matters to me. I mentor entrepreneurs through Built Oregon, volunteer with the Culinary Breeding Network, and am helping build the Naturally Portland chapter.
Most weekends, you’ll find me at a Portland farmers market. I proposed to my wife at one. At home, a resident beaver has developed a particular fondness for my fruit trees—which keeps me up at night more than any category review.
Why Red Alder?
Red alder restores the soil beneath the forest. Everything above it grows stronger.
Red Alder CPG helps strengthen the commercial roots of your business.
Let’s talk.
Have an opportunity you’re weighing ? Challenge you’re working through? Let’s talk.