About Alchemy


Alchemy is the global leader of innovative solutions that help food companies engage with their workforces to drive safety and productivity. Over two million food workers at 15,000 locations use Alchemy’s tailored training, coaching, and communications programs to safeguard food, reduce workplace injuries, and improve operations.

From farm to fork, Alchemy works with food growers, manufacturers, processors, packagers, distributors, and retailers of all sizes to build a culture of operational excellence.


The Alchemy Story

In 2003, Alchemy Systems was formed to address key food industry issues such as employee turnover, regulatory compliance, and crisis management. Our business model created an interactive training experience that would engage large, diverse workforces, while providing the documentation needed for critical audits.

Fast forward a decade later and we are proudly working with over two million workers at more than 15,000 locations worldwide. We continue to focus on ensuring a safe, high quality food supply through a food industry workforce that is highly productive, always safe, and positively engaged.

In January 2013, Riverside Investments, a global private equity firm, acquired Alchemy.

Our Vision

Alchemy’s vision is to ensure a safe, high quality global food supply through a food industry workforce that is highly productive, always safe, and positively engaged.

Our Mission

Alchemy’s mission is to help food companies optimize their front-line workforce performance through training, coaching, and communications programs to meet their safety, quality, and productivity objectives.

Our Values

Customer Driven

  • Delight customers with adaptable solutions that create cultures of excellence
  • Deliver on commitments and aim to exceed expectations
  • Strive for superior quality in our products and services

We Value Each Other

  •  Multiply our effectiveness by fostering a culture of trust and collaboration
  • Act ethically, treat people fairly, and communicate open and honestly
  • Acknowledge and celebrate exemplary performance

Focused on Growth

  • Sales, Quality and Innovation are everyone’s job
  • Do things right, every day, to provide quality solutions
  • Always look for opportunities to create and provide value


  • Anticipate opportunities and be proactive with creative solutions
  • Promote and encourage innovation to solve customer problems
  • Develop superior skills and excel at everything we do

Passionate About What We Do

  • Passionate about our ability to help save lives and impact our community
  • Demonstrate enormous energy towards excellence
  • Never be satisfied and challenge the status quo

We believe our people are our greatest asset. It is the teamwork of “Alchemists” (Alchemy employees) that makes our company successful. An environment of innovation and collaboration is strongly encouraged, making Alchemy a very dynamic and progressive workplace.

Management Team


Jeff Eastman
Chief Executive Officer

Jeff is a co-founder of Alchemy and brings over 30 years of entrepreneurial and management experience to Alchemy. Prior to becoming CEO of Alchemy, Jeff was CEO of Alchemy Studios, a nationally recognized leader in the development of multimedia educational and training products for academic, commercial, and government clients. His experience also includes managing operations and leading the organizations in start-up ventures for software development, real estate development projects, and retail ventures. Jeff is a graduate of the University of Texas.


Rick Hoffman
Chief Operating Officer

Rick joined Alchemy in 2011 and brings more than 30 years of experience in management, product development and operations at some of the industry’s leading technology organizations. His most recent role was VP of the Payment Solutions Group at ACS, a Xerox company. Here Rick led the technical services organization responsible for delivery and support of the electronic payment solutions in the Government Solutions Group. Prior to that, Rick was President and CEO of ClearCube and VDIworks, pioneers in the PC Desktop Blade and Virtualization market. Hoffman also spent 5 years at Dell in a number of strategic roles, including Director and GM of the Linux Systems Group and 15 years at IBM in the RS/6000 division in various middle management positions. Rick received his BS in Electrical Engineering and his MS in Electrical Engineering from the University of Texas at Austin.


Perry Barth
Chief Financial Officer

Perry is a seasoned financial executive with over 25 years of experience in the technology sector with a strong background in mergers and acquisitions, and equity and debt financing. He most recently served as CFO of Uplogix for 5 years, a venture backed network infrastructure management company. Prior to Uplogix, he was VP of Finance at Borland Software, a publicly traded enterprise software company that was sold to Micro Focus.  Perry has also served in various financial leadership roles at Cisco Systems and NetSolve Inc. He started his career at PricewaterhouseCoopers in Dallas, working in accounting, financing, merger and acquisition, and consulting engagements. Perry is a CPA and has a BBA in Accounting from Texas A&M University.


Archie Barrett
Chief Technology Officer

As a founder of Alchemy’s predecessor Avatar Technology, Archie served as both CTO and CEO. He has managed multiple engineering teams responsible for the design and development of various software and network solutions. He led the development of Avatar (formerly named Course InSite), a recognized industry-leading management system for professional development in the K-12 market. Archie holds two undergraduate degrees and a Masters in Electrical and Computer Engineering from the University of Texas.


Steve Best
EVP of Sales

Steve brings over 25 years of B2B technology sales and consulting experience, and a passion for building high performing teams. Prior to Alchemy, he held several leadership positions, including SVP of North American Sales, at OpenText Corporation – Canada’s largest software company. At OpenText, Steve is credited with defining and leading the company’s strategic entrance into the oil and gas and chemical and utilities markets. Steve previously resided in Houston where he was an Associate Partner in Accenture’s Energy Consulting Practice. He is a graduate of Texas A&M University with a Bachelor of Science in Engineering Technology, and earned his Master of Business Administration from the University of Texas.


Raj Shah
Chief Marketing Officer

Raj brings 25 years of go-to-market strategy and execution expertise to Alchemy. Prior to Alchemy, Raj ran a strategy firm helping technology clients design and implement B2B sales and marketing initiatives. Raj is an entrepreneur at heart and was the founding executive at three successful technology firms in Austin and Silicon Valley. He was also senior manager at McKinsey working with executives in retail, energy, manufacturing, and technology companies devise growth strategies. Raj has an MBA from Kellogg and a B.S. in Accounting from LSU (Geaux Tigers!).


Erin Silver
VP of Customer Operations

As an early member of the Alchemy team, Erin has at one time or another managed Alchemy’s marketing, customer support, operations, and training activities. As VP of Customer Operations, Erin serves on Alchemy’s executive team and is responsible for ensuring customer satisfaction throughout the customer life cycle. Previously, Erin worked for over 10 years at Sachem, Inc., an Austin-based manufacturer of specialty chemicals. Erin holds a B.S. in Nutrition from the University of Texas.


Laura Dunn Nelson
VP of Business Development & Professional Services

Laura joins Alchemy with over 25 years of experience implementing food safety and quality control programs for processing, packaging, food service, and retail operations. She has worked with global retailers and manufacturers in the implementation of their GFSI certification programs. Prior to Alchemy, Laura managed Silliker’s South Region food testing laboratories, implemented ISO 17025 requirements, conducted GMP and HACCP audits, and trained food safety auditors. Her hands-on experience in testing food products has assisted food companies in the successful implementation of good manufacturing practices (GMP), quality assurance, and HACCP programs. Laura is a graduate of University of Texas with a Bachelor of Science in Microbiology.



“I love working for Alchemy because of all the positive changes we are creating and developing as a company. I take pride in the work we do – the potential for growth as a company and individually are very exciting.”
Marnie, Creative


“I love working at Alchemy because the team spirit is very positive, cooperative, and anxious to achieve bigger goals.”
Carlos, Technical Services