The Food Means Business Podcast

How Strong Partnerships Built Avsome Brand with Coby Farrow

Coby Farrow didn’t set out to launch a beverage brand.  But when a restaurant concept he was working on fell through, he couldn’t shake the idea of turning avocado seed tea into something bigger. What started as a kitchen experiment quickly became a crash course in CPG, with plenty of hurdles along the way, as Coby embarked on a years-long journey to establish Avsome Brand. In this episode, Coby shares how he navigated the challenges of formulation, why partnerships have made all the difference, and why slow growth is sometimes the smartest path. If you’re an aspiring clean beverage founder, this is one conversation you won’t want to miss! In this episode, you’ll learn… [00:00] Intro [00:38] Coby shares how he’s transitioned from chef to CGP founder [02:58] When Coby first discovered avocado seed tea and his first iterations of Avsome [08:47] How partnerships have shaped the trajectory of Avsome Brand and why networking is key to CPG success [13:30] The iterative process of creating Avsome Brand [20:37] How Avsome Brand found it’s name (and how it’s pronounced) [23:12] Avsome Brand’s launch plan and why growing slowly is often the best route to CPG success Get full notes and a transcript at: https://www.thehudsonkitchen.com/podcast/ [https://www.thehudsonkitchen.com/podcast] To get more Food Business Bites right in your inbox, sign up for our newsletter at thehudsonkitchen.com [https://www.thehudsonkitchen.com/].

Rewriting the Rules of Social Drinking with JW Wiseman of Curious Elixirs

JW Wiseman started his career in marketing and not specifically in the food industry. But that didn’t stop when he decided to branch out into the CPG industry via non-alcoholic cocktails. After years in the corporate world and seeing how alcohol was embedded into networking and socializing in the sphere, he wanted an alternative, and one that used better ingredients than what he could find on the market at the time. Enter: Curious Elixirs, a booze-free cocktail company whose mission it is to redefine how society drinks socially by providing healthy adult beverages that taste great and look cool too. In this episode, JW shares how he started his company, how he’s grown it without investors, why his marketing experience isn’t a substitute for hustle, and how he tries to find balance in his life outside of entrepreneurship. This episode is a must-listen for any aspiring CPG entrepreneurs. In this episode, you’ll learn… [00:00] Intro [00:36] How JW went branched out into non-alcoholic cocktails from a marketing background (and how that related to his experience with alcohol  in his corporate career) [04:37] How JW formulated his own product ideas before approaching a formulator [07:30] Why the hustle is so important when it comes to marketing [12:22] How JW has been able to grow Curious Elixirs without investment money [14:25] The flavors of each Curious Elixir and how they were developed [18:17] JW’s best advice for a new CPG entrepreneur [21:47] How JW takes care of himself outside entrepreneurship Get full notes and a transcript at: https://www.thehudsonkitchen.com/podcast/ [https://www.thehudsonkitchen.com/podcast] To get more Food Business Bites right in your inbox, sign up for our newsletter at thehudsonkitchen.com [https://www.thehudsonkitchen.com/].

Using Influencers to Help Build Awareness for Your CPG Brand With Mike Currie

When you’re starting out creating a CPG brand, one of the most challenging aspects can be simply getting eyes on your product. It’s hard to sell when no one knows you exist, and it’s also hard to create an audience from scratch. But what if you could borrow someone else’s audience to jump start the process? In this episode, Mike Currie, fractional CMO and marketing advisor, is here to break down how to get started with influencer marketing. He’s sharing what influencer marketing actually is, why you might want to use it, and how you can fairly compensate influencers in a way that is mutually beneficial.  Plus, he’s covering how you can find influencers who are as excited about your brand as you are and how they can help build a strong community around your CPG brand. If you’re up for using influencers to get the word out about your brand, this conversation is for you! In this episode, you’ll learn… [00:00] Intro [00:36] How Mike’s CPG career has evolved from corporate to entrepreneur [03:29] What a CMO is and how they support growing businesses [07:11] What influencer marketing is and how it works [13:32] How you can pay influencers to work with your CPG brand and how you can tell if the relationships are working for you [19:37] How influencers can help you build a community for your brand [25:25] How fitness and quality time keep Mike grounded Get full notes and a transcript at: https://www.thehudsonkitchen.com/podcast/ [https://www.thehudsonkitchen.com/podcast] To get more Food Business Bites right in your inbox, sign up for our newsletter at thehudsonkitchen.com [https://www.thehudsonkitchen.com/].

Allergen-Free and Kid-Approved: How Happy Wolf is Revolutionizing Kid’s Snacks with Jana Goodbaum

Jana didn’t necessarily plan to start a CPG business… she just wanted better snacks for her kids that they would actually eat.  But after struggling to find the products that would work for her family, she turned to making her own, first in the kitchen at home and then eventually through her company, Happy Wolf, a snack bar company using allergen-free and no sugar added ingredients. Despite all her marketing research and experience, Jana admits that she was still naive about all the aspects that come along with building a CPG company. So in this episode, she’s sharing the lessons she’s learned from building Happy Wolf, including some of their unique challenges, her perspective shift around success, and how having a strong business partnership relationship has made all the difference for her. If you’re considering breaking into the kid’s snack market, this conversation is a good one! In this episode, you’ll learn… [00:00] Intro [00:48] How Jana made her cubicle to business owner transition (and how her children influenced her decision) [08:56] How Jana approached her business partnership and how she navigates that relationship [16:59] The unique challenges facing a refrigerated kid’s product like Happy Wolf [18:47] How Jana focuses on customer education and experience as a major part of Happy Wolf’s marketing strategy (and the origin of their unique name) [24:37] What Jana wishes she’d have known before getting into the CPG industry [27:01] What success looks like for Jana these days Get full notes and a transcript at: https://www.thehudsonkitchen.com/podcast/ [https://www.thehudsonkitchen.com/podcast] To get more Food Business Bites right in your inbox, sign up for our newsletter at thehudsonkitchen.com [https://www.thehudsonkitchen.com/].

Mixing Family and Business: How Poppa’s Custard Built Their Business on a Solid Foundation with Josh Johnson

At the beginning of his career, Josh Johnson didn’t plan on starting a CPG company with his wife and sister, but now that he’s here, he wouldn’t have it any other way. While business and family might be a volatile mix for some, but when it comes to the Poppa’s Custard Company, that’s part of the magic.  In this episode, Josh Joshson joins me to share how he planned out his transition from corporate to a custard company, how he’s created a business with the people he loves most, how they structured the company to play to each family member’s strengths, and what the sales strategy looks like for a specialized product like chilled custard. If you’ve wondered how a successful family business runs, this is one conversation you can’t miss! In this episode, you’ll learn… [00:00] Intro [00:53] How Josh transitioned from consulting to custard [05:26] How Josh prepared to take the leap before quitting his corporate job [11:14] As a family business, how Josh balances the “family” vs the “business” part of his relationships with his wife and sister [18:16] Why the Poppa’s Custard company chose and designed their product  [21:24] What the sales strategy looks like for a speciality product like Poppa’s Custard [24:51] Josh’s best advice from someone just starting out [27:56] How Josh takes care of himself outside of his family business Get full notes and a transcript at: https://www.thehudsonkitchen.com/podcast/ [https://www.thehudsonkitchen.com/podcast] To get more Food Business Bites right in your inbox, sign up for our newsletter at thehudsonkitchen.com [https://www.thehudsonkitchen.com/].