LETS MEET FOR A BEER - EPISODE #29
Episode #29
Living the Brand: How Steve McVicker Builds Culture, Not Just Products | CREATE - The Podcast
Wednesday, February 19th, 2026•45:00
Steve McVicker is the Chief Brand Officer and Co-Founder of Matt & Steve’s, the proudly Canadian company behind The Extreme Bean and one of the most recognizable names in the Caesar and pickle category. What began as a bold idea between two best friends has grown into an international brand built on fun, flavour, authenticity, and emotional connection.
Steve is the driving force behind the brand’s voice, personality, and cultural impact. He believes great brands aren’t just marketed — they’re lived. From storytelling and partnerships to consumer engagement and community-building, Steve ensures Matt & Steve’s doesn’t just stand out on shelves, but resonates with people in real life.
Driven by curiosity, discipline, and a relentless work ethic, Steve continues to compete – and win – against much larger players by staying authentic and building experiences people don’t just see, but feel.
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