Ugly Talk
Recorded live at The Yard in Herald Square, this edition of Ugly Talk dives into the unpolished reality of building and scaling a food and beverage brand in 2025. This isn't about the highlights—it's about the messy formulation tweaks, the grind of "pounding the pavement" in New York City, and the hard-earned lessons that come with trying to move product off a retail shelf. Moderated by Glenn Johnson (Marketing Consultant & Fractional CMO), the panel brings together three founders building their brands in real time: * Joe Rotondo (Founder & CEO, SMEARCASE) shares the journey of turning cottage cheese ice cream into a high-protein sensation, detailing how a chance outreach from Whole Foods turned into a tri-state launch. * Kabir Kurani (Founder & CEO, GetUp Nutrition) discusses the "ugly" side of manufacturing overseas and the sheer hustle required to sell through a nationwide trial at 455 Sprouts locations. * Will Custis (Founder, HoopFuel) breaks down the "Corporate Hooper" persona and his hyper-focused strategy of dominating the basketball category through community events and equity-based creator partnerships. You’ll hear their unfiltered takes on: * The Power of Niching Down: Why speaking to everyone means speaking to no one, and how to identify your "hyper-focused lens". * The "Ugly" Side of R&D: Handling flavor failures, bitter caffeine maskings, and shipping 50 pounds of dry ice across Brooklyn. * Retail Reality vs. Hype: The difference between getting on the shelf and actually hitting the velocity targets required to stay there. * Community as a Growth Engine: Hosting tournaments and "demoing" in unmarked containers to get unbiased feedback from the right audience. * 2026 Strategy: How to move from a "pounding the pavement" founder to a scalable business with smart creator ecosystems and regional dominance. Chapters 00:00 – Intro: The importance of niching down and hyper-focus. 01:00 – Housekeeping: Ugly Talk’s national footprint and host introductions. 02:00 – Sponsor Spotlight: AI-powered operations with Copley. 04:20 – Meet the Founders: Elevator pitches for Smearcase, GetUp, and HoopFuel. 07:13 – The "Corporate Hooper": Building a brand through a social persona. 08:50 – Validation: Testing cottage cheese ice cream in marathon training groups. 10:56 – Finding the Gap: Why basketball players were ignored by traditional nutrition. 14:40 – The Co-Founder Fit: Balancing brand vision with strategy and ops. 16:00 – Creative Expression: Why every entrepreneur should start a clothing brand. 20:50 – Scientific Formulation: Using sweat-tracking patches to design HoopFuel. 23:20 – The Bias Trap: Getting honest feedback outside of friends and family. 26:00 – The Failed Batch: Selling through "disgusting" product to fund the fix. 28:50 – The Super Bowl Moment: Landing Whole Foods via a "janky" website. 34:15 – The New Influencer Model: Moving from one-off posts to equity-based creators. 40:55 – The Network Effect: Using Manhattan dominance to fuel word-of-mouth. 44:30 – Advice to Self: The logistical nightmare of dry ice and being "supply ready" Want to share your Ugly story? Visit uglytalk.com/podcast [https://uglytalk.com/podcast] and send us a message.
8 episodios
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