Treeline places new sales chief at Lumi to help scale sustainability push

Treeline Inc. placed Adam Olson as Lumi’s new Head of Sales, giving the sustainable beverage company enterprise sales leadership as it works toward its “Highway to 500” goal of eliminating 500 million plastic cups by 2028. The hire is meant to support faster growth across airports, stadiums and foodservice accounts.

Why it matters: - Lumi is trying to scale a sustainability mission that depends on winning large commercial accounts. - The new sales leader is expected to support revenue growth in venues and foodservice channels while Lumi works toward its 2028 waste-reduction target. - Treeline’s placement shows how specialized recruiting can shorten the path to senior sales leadership for growth-stage companies.

What happened: - Treeline Inc. placed Adam Olson as Lumi’s new Head of Sales. - The hire supports Lumi’s “Highway to 500” mission to remove 500 million plastic cups from the global waste stream by 2028. - The announcement was made June 9, 2026, from Wakefield, Massachusetts. - Lumi’s search was led by Co-Founder and Chief Strategy Officer Paul Kradin.

The details: - Lumi wanted a sales leader who could run an enterprise-level go-to-market strategy. - The role called for complex sales experience, strategic vision and a strong cultural fit. - Lumi was looking to secure high-volume contracts with airports, stadiums and global foodservice providers. - Treeline used its proprietary Talent Tracking System to speed the search. - Treeline delivered a curated finalist pool within one week. - Treeline used a contingency sales recruiting model for the search. - The recruiting process included targeted outreach, market mapping, candidate qualification and executive advisory support. - Treeline and Lumi’s executive board worked together to align on technical expertise, sales leadership background and mission fit. - Paul Kradin said the search process gave Lumi’s leadership team the confidence to make a decisive hire.

Between the lines: - The placement suggests Lumi is prioritizing commercial execution alongside its sustainability message. - Specialized recruiting can matter more when a company needs sales talent that understands both enterprise selling and a niche market such as sustainable packaging. - Treeline’s pitch centers on speed, precision and reducing hiring risk for revenue-critical roles. - Adam Olson brings experience with multi-million-dollar contracts and cross-functional teams in sustainable packaging.

What's next: - Lumi expects Olson to help scale its 2026 targets. - The company is aiming to advance its “Highway to 500” plan with stronger commercial leadership. - Treeline will continue offering contingency sales recruiting, executive sales search and strategic sales hiring support. - Lumi will continue marketing its LumiCup as an aluminum alternative to single-use plastic for high-volume venues.

The bottom line: - Lumi is betting that a specialized sales hire will help turn its sustainability mission into faster enterprise growth.