2025 Generation Next winner Jesse Stratton

For Jesse Stratton, the path to the CPG world began on the marketing side. After earning his economics degree, he worked at Mosaic, a third-party marketing agency that often partnered with major consumer brands.
 

“Working so closely with CPG companies gave me real insight into what it would be like,” he says. “I just kept thinking, I want to be on the other side of the table.”

That opportunity came with Mars Canada—and, ultimately, led him to The Crump Group, a family-owned Canadian manufacturer of natural pet treats and food.

As senior vice-president of sales, Stratton oversees global sales—creating and executing channel strategies, managing the sales associates and securing new business. His proudest achievements include developing a private-label strategy and team that allowed the company to unlock new branded opportunities in the United States, and growing the sales team from two to 20 associates.

“I love building the team, creating strategy and watching people grow,” he says. “We have experienced exponential growth over the past three years; we are dealing with and talking to customers all over the world, and that keeps things very exciting.”

See the full list of Generation Next 2025 winner profiles.

Profiles were published in the December 2025/January 2026 issue of Canadian Grocer.