What It Really Takes To Build a Food Business: Part 2
2Digest
This podcast episode continues a conversation with three food brand founders, Becca Milstein of Fishwife, Brian Rudolph of Bonza, and Cowie Supleese of Barnana, about their experiences growing their businesses. The episode delves into the strategies they employed to get people to try their products, including compelling packaging, influencer marketing, and highlighting their commitment to sustainability. The founders also discuss the challenges they faced, such as supply chain disruptions, misinformation campaigns, and navigating co-founder relationships. They emphasize the importance of being prepared for unexpected setbacks, having a strong legal team, and building a strong brand identity to withstand competition. The episode concludes with the founders sharing their visions for the future of their brands and their commitment to making a positive impact on the environment and society.
Outlines
Building Food Brands: From Startup to Growth
This episode continues a conversation with three food brand founders about their journeys from startup to growth, focusing on the challenges they faced and the strategies they employed to build successful brands.
Marketing Strategies for Food Startups
The founders discuss their approaches to getting people to try their products, including compelling packaging, influencer marketing, and highlighting their commitment to sustainability.
Challenges of Growth and Building Resilience
The founders share their experiences with unexpected setbacks, including supply chain disruptions, misinformation campaigns, and navigating co-founder relationships. They emphasize the importance of being prepared for unexpected challenges and having a strong team to support them.
Building a Sustainable and Impactful Brand
The founders discuss their visions for the future of their brands and their commitment to making a positive impact on the environment and society. They emphasize the importance of building a strong brand identity, fostering customer loyalty, and promoting sustainable practices.
Keywords
Tinned Fish
Canned seafood, often considered a healthy and sustainable food source. Fishwife has made tinned fish more appealing to a wider audience with its stylish packaging and focus on quality.
Chickpea Pasta
A plant-based pasta alternative made from chickpea flour. Bonza has gained popularity for its taste and nutritional value, offering a healthier option for pasta lovers.
Dried Bananas
A natural and healthy snack made from dehydrated bananas. Barnana sources its bananas from indigenous communities in the Amazon, promoting sustainable practices and food waste reduction.
Influencer Marketing
A marketing strategy that involves collaborating with influencers to promote a brand or product. All three founders used influencer marketing to reach their target audience and generate awareness for their brands.
Food Waste Reduction
The practice of minimizing food waste throughout the supply chain. Barnana and Bonza both focus on reducing food waste by using ingredients that would otherwise be discarded.
Sustainable Sourcing
The practice of sourcing ingredients from suppliers who prioritize environmental and social responsibility. All three founders emphasize the importance of sustainable sourcing in their business practices.
Brand Marketing
A marketing strategy that focuses on building a strong brand identity and creating a positive customer experience. Fishwife uses brand marketing to differentiate itself from competitors and build a loyal customer base.
Co-founder Relationships
The partnership between two or more individuals who start a business together. Becca's experience highlights the importance of careful consideration and open communication in co-founder relationships.
Q&A
How did Fishwife, Bonza, and Barnana get people to try their products when they were first starting out?
All three founders used a combination of compelling packaging, influencer marketing, and storytelling to generate awareness and encourage trial. They focused on highlighting the unique aspects of their products and their commitment to sustainability and ethical sourcing.
What are some of the challenges that food businesses face when they are growing?
Challenges include unexpected setbacks in the supply chain, dealing with misinformation and attacks, navigating co-founder relationships, and managing litigation. The founders emphasize the importance of being prepared for unexpected challenges and having a strong team to support them.
How do these founders define success for their businesses?
Success is defined by achieving their mission, which includes making a positive impact on the environment and society. They aim to make their products staples in consumers' lives and inspire a shift towards healthier and more sustainable food choices.
Show Notes
This is part two of our special series on building food businesses presented by Klaviyo. If you haven't heard part one from last week, go back and check it out.
In that episode, three founders of three different food brands – Becca Millstein from Fishwife, Brian Rudolph from Banza, and Caue Suplicy from Barnana – shared how they got their start.
Today, you’ll find out how these founders have grown their brands into category-defining businesses. You’ll hear about some challenging moments – and also strategic advice if you’re building your own business.
This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was James Willetts.
Our thanks to Klaviyo for sponsoring today’s episode.
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