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ColoradoBiz CEO of the Year 2015 finalist: Craig Lieberman

34 Degrees is in 8,000 stores and counting


Founder and CEO, 34 Degrees

Lieberman started importing Australian crisps in 2003, then began making them in Colorado with Fresca Foods in 2007. Eight years later, the brand can be found in “north of 8,000 stores” in the U.S. and Canada, he says, including Kroger, Costco and Whole Foods. The year 2015 saw 34 Degrees move into Target stores nationally.

Observes Lieberman: “Ninety-nine percent of the time, the issues have to do with people. You can’t overestimate the importance of your team.”

His major motivators for employees? “Great coffee is on the top of the list,” he laughs, citing a new office on Larimer Street. “We’re right across from one of the best coffee shops in Denver — Crema.”

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Eric Peterson

Denver-based writer Eric Peterson is the author of Frommer's Colorado, Frommer's Montana & Wyoming, Frommer's Yellowstone & Grand Teton National Parks and the Ramble series of guidebooks, featuring first-person travelogues covering everything from atomic landmarks in New Mexico to celebrity gone wrong in Hollywood. Peterson has also recently written about backpacking in Yosemite, cross-country skiing in Yellowstone and downhill skiing in Colorado for such publications as Denver's Westword and The New York Daily News. He can be reached at Eptcb126@msn.com

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