Episode #49 RangeMe/ECRM - Winning Pitches - Parmela Creamery

Episode #49 RangeMe/ECRM - Winning Pitches - Parmela Creamery

In this episode, ECRM’s Joseph Tarnowski sits down with Tim Cox from Parmela Creamery to pull back the curtain on how they cracked the code on authentic, meltable, plant-based cheese. From an LA private chef’s kitchen to managing a massive footprint in the US grocery market, Tim shares the fascinating science, business strategy, and innovation driving the company’s massive success at retail with its branded and private label products. Whether you are a retail buyer, a plant-based foodie, or an aspiring food entrepreneur, Tim’s masterclass on retail navigation, product development, and category expansion is packed with actionable insights. What You'll Learn in This Episode: * The 14-Year Journey & The Vietnam Connection: How Parmela's founder set out to solve his own culinary frustrations, leading to a decade-long relationship with a specific cashew farm in Vietnam. * The Science of the Melt: Why traditional aging and custom-developed cultures make Parmela taste exactly like real dairy cheese – without the separation and grease common in starch-and-oil alternatives. * The Private Label Boom: Think the plant-based category is shrinking? Think again. Tim reveals how Parmela controls 80% to 85% of the nation's private label plant-based cheese market and why private label is skyrocketing while major national brands dip. * Innovating for the Next Generation: A deep dive into MunchBox, Parmela Creamery’s clean-label, grab-and-go snack box featuring Koji mushroom ham that gives plant-based kids a seat at the "lunch table" culture. * Foodservice Offerings: From one-pound bags to dense, 28-pound blocks, how Parmela supplies universities, hospitals, and industrial pizza makers. * Retail Buyer Pitch Masterclass: Tim shares his ultimate advice for pitching mass retailers like Target and Walmart, handling 12-to-18-month onboarding timelines, and why "knowing when to stop talking" is a salesperson's superpower. * What’s Next for 2026: A look ahead at Parmela's big push for branded expansion, upcoming flavor drops, and their highly anticipated debut on TikTok and Instagram.

Episode #48 RangeMe/ECRM - Winning Pitches - Osia

In this episode, the co-founders of Osia, Isabella Hoag and Gabriel Walsh join ECRM’s Joseph Tarnowski to share the journey of their functional, non-alcoholic beverage brand. They highlight its origins as beverages served at events hosted by Hoag’s local event company, to its recent retail wins from RangeMe, including being listed as one of the RangeMe Top Brands in Food & Beverage, and a Golden Ticket win from KeHE’s Trendfinders.  Osia’s Origin Story: From Kitchen Mocktails to Manufacturing The brand began unexpectedly when Isabella Hoag, coming from a design background, started crafting mocktails for friends while she wasn't drinking alcohol. The venture evolved through several stages: * Organic Demand: The drinks gained a following at events, leading to a pop-up non-alcoholic bar company. * Product Testing: Thousands of people provided feedback on the recipes during these events. * The Transition: Encouraged by Gabriel Walsh – who brought technical experience from the aerospace and canning industry – the duo decided to scale by moving into manufacturing. * Naming the Brand: The name Osia is a streamlined version of Ambrosia, a word both founders had independently envisioned for a beverage company years before they met.  The Functional Beverage Lineup  Osia focuses on "moods" rather than just flavors; using clean, plant-based ingredients without alcohol, caffeine or THC. Its four core products include: *  Boost: A citrusy, energizing blend featuring rhodiola and ginseng for mental clarity without jitters. * Ease: Their top-selling relaxing beverage made with tart cherry (which naturally produces melatonin), juniper berry, and lemon balm. * Passion: A stimulating, aphrodisiac-inspired drink using damiana and prickly pear. * Bliss: A light, tropical "in-between" mood featuring yuzu, pineapple, and rhodiola for balanced relaxation. Branding and Retail Strategy  The founders emphasize a "bootstrapped" approach, handling everything from formulation to photography in-house. *  Intentional Design: The packaging uses a minimalist, off-white aesthetic with the logo at the bottom to "throw people off" and stand out on crowded retail shelves. * Retail Wins: After starting with local deliveries from their own car, the brand landed Total Wine in January and was recently selected as a KeHE Golden Ticket brand through RangeMe. * RangeMe Success: Gabriel highlights the importance of regularly updating their profile, noting that a simple update led a previously uninterested retailer to request samples.  Advice for New Founders Reflecting on their journey, Isabella and Gabriel offer two key pieces of advice for entrepreneurs: 1. Persistence: Simply "don't quit" when facing the "wall after wall" of the CPG industry. 2. Self-Care: Work hard, but don't be too hard on yourself, as "everything plays out the way it's supposed to".

Episode #47 RangeMe/ECRM - Winning Pitches - Desert Diamond Casinos

In this episode, ECRM’s Joseph Tarnowski sits down with Belal Rajab, the Executive Chef for Desert Diamond Casinos in Arizona. With over 30 years of culinary experience spanning from the Middle East to the American Southwest, Chef Belal oversees a massive operation including nearly 20 diverse restaurants. From high-speed food courts to fine-dining steakhouses and large-scale banquets, he shares his secrets for maintaining quality across a high-volume landscape. What You’ll Learn in This Episode: * The Global Journey of a Chef: How Chef Belal worked his way from Iraq and Jordan to leading royal hotels and major American casinos. * Managing Diversity in Dining: The logistics of overseeing 20 different venues, including sports bars, steakhouses, and food courts. * Hiring for the Right Fit: Why a banquet chef is a totally different hire compared to a steakhouse or casual dining chef. * Agility and Dietary Trends: How the casino adapts to new tastes and the increasing demand for gluten-free and vegetarian options. * Community Impact: Chef Belal’s experience doing "ride-alongs" with firefighters to teach them healthy, fast-paced cooking and food safety. * Embracing the "Wow” Factor: Why social media-friendly items like 40-ounce Tomahawk steaks and Matcha Tiramisu are essential for modern guest engagement. * New Vendors: Chef Belal shares what he looks for when meeting new vendors, emphasizing that 90% of his menu is made in-house. He highlights the importance of suppliers doing their research and understanding the unique tribal casino licensing requirements before they even hit the meeting table. * Seasonal Menu Refreshes: To keep the experience fresh for both locals and visitors, the casino changes its menus four times a year to prioritize seasonal ingredients.

Episode #46 RangeMe/ECRM - Winning Pitches - Food Biz Wiz

Muhammad Ali believed that the fight was won or lost long before entering the ring, decided by preparation on the road and in the gym. He used mental warfare, trash talk, and immense confidence to dominate opponents mentally before the first bell. The same goes for buyer meetings. Often the buyer makes a decision based on initial impressions before the actual meeting even gets going.  In this episode, ECRM’s Joseph Tarnowski sits down with Alli Ball, a former supermarket buyer and founder of Food Biz Wiz, to discuss the critical moments that define a brand's success with retail buyers. While many founders obsess over their actual pitch, Alli argues that the initial impression is formed through your email outreach, digital RangeMe profile, and the first 60 seconds of face-to-face interaction. During their discussion, you’ll learn how to put your best foot forward and gain an edge before the formal meeting even begins!  Key Highlights from the Conversation: *  The Pre-Meeting Impression: Buyers begin judging your brand the moment they see your RangeMe profile, sell sheet, or initial email outreach. Alli emphasizes the importance of using "wholesale language" rather than recycling consumer-facing marketing copy from your website. * The Power of Non-Verbal Cues: Learn why subtle gestures like eye contact, showing open palms to signal trust, and standing up to greet a buyer can re-energize a tired category manager. * The "Five Ps" of Snap Judgments: Alli breaks down the intuitive checklist every buyer runs through when approaching your table: * Product & Packaging: Is it shelf-ready and durable? * Pricing: Does the margin make sense for the category? * Placement: Where does this literally sit in the store? * Promotion: Is the brand taking responsibility for driving off-shelf sales? * Purchasing: What are the lead times and distribution methods? * The Goldilocks Pitching Method: Avoid being too soft (rambling about your story) or too hard (acting like a sales robot). Discover how to act as a host who leads the conversation with confidence. * AI with a Human Touch: While AI tools are useful for drafting emails or creating shelf mockups, Alli and Joe warn against AI fluff that erodes personal connection.

Episode #45 RangeMe/ECRM - Winning Pitches - PDG Insights

Private label has become a destination – not a trade-down. But as shoppers evolve, so do their expectations for value, experience, and cultural relevance. In this episode, Joseph Tarnowski sits down with consumer strategist Diana Leza Sheehan of PDG Insights, who breaks down the most important shifts in shopper sentiment shaping private brand growth in 2026 and beyond.  Among the insights you’ll learn: * The New Value Equation: Why shoppers no longer define value by price alone and how expectations around quality, transparency, and purpose are reshaping private label loyalty. * The Emotional Drivers Behind Choice: Fresh insights into the motivations influencing trial and repeat purchases, including trust, retailer identity, and the expanding role of premium store brand experiences. * The Rising Influence of Culture & Identity: How growth consumers, including Latino and Millennial shoppers, are redefining flavor, authenticity, and brand connection, and what this means for innovation and collaboration. Perfect for both retailers and manufacturers, this discussion translates shopper sentiment into clear strategic actions that strengthen private brand programs and partnerships!