How Charles Coristine Transformed LesserEvil from a Failing Snack Company into a $750 Million Success

In the saturated world of snacks, the journey of Charles Coristine stands out as both improbable and inspiring. Once a high-stakes Wall Street trader, Coristine left behind a fast-paced financial career to reinvent a failing organic snack brand. 

His $250,000 investment in LesserEvil in 2011 has blossomed into a $750 million deal with The Hershey Company in 2025. 

This is the story of how a Canadian-born entrepreneur, now a New Canaan resident, turned a struggling company into a beloved household name through vision, grit, and a mission rooted in wellness and authenticity.

From Wall Street Burnout to Wellness Visionary

Charles Coristine’s story begins in an unexpected place — the trading floors of Morgan Stanley and TD Bank. By his early 40s, he was burned out. A vegetarian diet, meditation, and even an MBA from Cornell failed to relieve the stress. 

Then, at a barbecue, he encountered the owner of LesserEvil — a small, cash-strapped snack company looking to sell. 

Coristine didn’t know much about the food industry, but he was drawn to the company’s potential and name, which resonated with his search for a healthier, more meaningful life.

Without a formal plan, Coristine bought LesserEvil in late 2011 for $250,000, plus a $100,000 future payment. The company was losing money and earning less than $1 million annually. But to Coristine, it was a blank canvas for reinvention.

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Building from Scratch in Danbury

In 2012, Coristine moved the company from Wilton to Danbury, Connecticut. He leased a small 5,000-square-foot facility and personally oversaw the buildout of a scrappy production line using auctioned equipment and the help of local welders. 

That same year, he hired his Cornell MBA classmate Andrew Strife as CFO and a wakeboarding friend to run marketing.

They rebranded the company and streamlined operations by vertically integrating production — an uncommon strategy in the snack world. This allowed LesserEvil to control quality, lower costs, and boost profit margins, which later proved to be a key strategic advantage that drew Hershey’s interest.

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A Bold Flavor Shift and Branding Overhaul

A major turning point came in 2014 when Coristine’s nutritionist recommended using coconut oil instead of standard oils to pop the corn. 

After successful shelf tests, the new “Buddha Bowl” product launched — and it worked. The Buddha-inspired logo helped emphasize the brand's wellness mission and boosted revenues to over $2 million that year.

Retail giants like Kroger took notice. By 2017, LesserEvil moved into a 20,000-square-foot factory. 

The brand gained new investments — including $3 million from InvestEco — and introduced product packaging that featured spiritual “gurus” like Homer and Thoreau.

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A Company Culture Rooted in People and Purpose

As LesserEvil grew, Coristine remained grounded in community. He emphasized a people-first culture, where factory workers could move into corporate roles, and all employees held equity in the company.

The Danbury facility became a local success story — a magnet for immigrant workers, entrepreneurs, and those seeking a fresh start, much like Coristine himself. 

Danbury Mayor Roberto Alves called it “a story of people chasing a better life,” and it resonated so strongly that Coristine ensured the Hershey deal included a commitment to keep the business rooted in Danbury.

Hershey’s $750 Million Vote of Confidence

In April 2025, Hershey confirmed it would acquire LesserEvil for a reported $750 million. Though details remain under regulatory review, Coristine secured a two-and-a-half-year leadership role post-sale, as well as incentives tied to performance milestones.

With new production lines and a recently leased 300,000-square-foot warehouse, Coristine says the brand is poised for even greater expansion. 

LesserEvil now produces 5,000 pounds of popcorn per hour and employs over 350 people across its Danbury and New Milford plants.

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What’s Next for Charles Coristine?

At 53, Charles Coristine is already looking ahead. Though he’s committed to leading LesserEvil through the transition, he’s expressed interest in teaching entrepreneurship or taking time to travel in Europe. 

For now, though, he’s still in the trenches — driving growth, innovating in product development, and preserving the culture that made LesserEvil more than just a snack company.

FAQ

Who is Charles Coristine?

Charles Coristine is the CEO and president of LesserEvil, an organic snack company headquartered in Danbury, Connecticut. Formerly a Wall Street trader, Coristine acquired the struggling brand in 2011 and transformed it into a $750 million success story.

Where is Charles Coristine from?

Originally from Canada, Charles Coristine now lives in New Canaan, Connecticut. His company, LesserEvil, has become a fixture in Danbury, CT.

What is Charles Coristine’s age?

As of 2025, Charles Coristine is 53 years old.

What is Charles Coristine’s family background?

Coristine is a father of two teenage children. His eldest child recently made headlines as part of Elon Musk’s DOGE development team.

What is Charles Coristine’s connection to politics?

There is limited public information on Charles Coristine's political views. However, search interest in “charles coristine politics” and “charles coristine trump” has grown following his rise to public prominence.

Is Charles Coristine on LinkedIn?

Yes, you can find Charles Coristine’s LinkedIn profile where he shares insights into entrepreneurship, wellness branding, and the growth of LesserEvil.

Who is Edward Coristine?

Edward Coristine is believed to be a relative of Charles Coristine, though details are sparse publicly.

What’s next for LesserEvil under Hershey?

LesserEvil will remain in Danbury and continue operations under Coristine’s leadership for at least the next 2.5 years. Long-term plans include new product development, global distribution, and maintaining its health-focused brand identity.