Huib van Bockel is the CEO and founder of the energy drink company Tenzing.
Formerly head of marketing at Red Bull he’s taken his company from start-up to significant player while maintaining a commitment to environmental protections. But it has not been easy.
In this episode we talk about:
- Why he left Red Bull to start his own energy drink company
- The ancient Tibetan tea that inspired Tenzing
- What happened when met the family of Everest explorer Tenzing Norgay
- How to create your own category in an existing industry
- Why his first marketing spend was installing bins in Nepal
- Should legislation force companies to improve their environmental impact?
- Why he doesn’t like a hierarchical company structure
- Why he cried after his unusual first pitch to Selfridges appeared to fail
For more news, interviews and analysis, pick up the Evening Standard newspaper, or head to standard.co.uk/business
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