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William Siff, founder and CEO of Goldthread, discussed why building the plant-based tonic brand was akin to “inventing a category,” effective methods for driving consumer education and brand awareness, defining metrics for success and how the company incorporates ingredient trends into its innovation strategy.
Ben Van Leeuwen, co-founder & CEO of super-premium brand Van Leeuwen Ice Cream, spoke about how why running a lean and profitable company is a core element of its business strategy, how the brand has bucked the trend toward healthy eating, promoting brand pillars through packaging and the synergistic relationship between its stores and wholesale business.
This week, we’re joined by Tommy Kelly and Salim Najjar, co-founders of Sound Brands, a fast-growing company that markets carbonated teas and tea-infused sparkling waters. In our conversation, they explained why “a failure is really a lesson if looked at properly,” why it was costly to hire consultants without having a clear go-to-market strategy and how corporate sales have been a boon for the brand.
We spoke with Marco Canora and Andrew Garner, the founder and CEO, respectively, of pioneering bone broth company Brodo about communicating its value proposition to consumers, how Canora attempts to use his influence as an award-winning chef as to support better-for-you brands and why he believes the steepest part of the learning curve in CPG is also its most frustrating.
Anouck Gotlib, CEO of European-inspired snack brand Belgian Boys, spoke about how her background in fashion influenced the brand’s identity, the key to successful relationships with retail buyers, how Costco has become a critical partner for incubating new products, best practices for effective merchandising and how the company landed a deal with JetBlue.
Viraj Puri, co-founder/CEO of greenhouse innovator and fresh produce brand Gotham Greens, discussed the company’s genesis, its ambitious mission and multifaceted business model, weaving technology and human resources to reach an optimal outcome, how he defines and communicates ‘local’ as a marketing term and best practices for working with local governments and leaders.
This week’s episode focuses on how two food companies are evolving to meet the needs of modern consumers. In our first interview, we spoke with Alden Blease and Emma Frelinghuysen, the founder and CEO, respectively, of REDD Bar, who discussed the reasons for and execution of a rebrand and reformulation. Later, we sat down with Arnold Coombs of top-selling organic maple syrup brand Coombs Family Farms, who discussed how the company has built consumer loyalty through education about the product’s health benefits along with the development of an innovative package.
Sam Dennigan, founder of innovative plant-based brand Strong Roots, spoke about the company’s focus on making sustainable food that appeals to the next generation of health-conscious consumers, how thoughtfully planned demos can be the best path to trial, why Strong Roots is positioned as a “Consumer Packaged Good” and its “top down/bottom up” strategy for becoming a global brand.
Nona Lim spoke about the development of her namesake food brand and the importance of saying “no” to “top-line growth that isn’t in line with our profitability requirements.” She also discussed the ways in which she funded her upstart brand prior to accepting venture capital, how she negotiates favorable terms with suppliers and why she describes venture capital as a “double-edged sword.”
Eboost founder/CEO Josh Taekman chronicled his career path from music marketing, including a partnership with hip-hop and fashion mogul Sean “P. Diddy” Combs, to beverage entrepreneurship with energy platform brand Eboost, and also discussed why he initially focused on non-traditional retail and how he landed a joint venture with AriZona Beverage Co. to produce and distribute the product.