How I Built This with Guy Raz Stonyfield Yogurt: Gary Hirshberg (2017)
Aug 19, 2019
Gary Hirshberg, co-founder of Stonyfield Yogurt, shares his inspiring journey from eco-conscious farmers to leading yogurt moguls. He recounts the financial struggles and near-death experiences while scaling their organic yogurt brand, emphasizing the power of resilience and community support. Hirshberg discusses pivotal decisions, like selling their cows, and the importance of grassroots marketing in overcoming challenges. Additionally, the narrative introduces Carin Luna-Ostaseski, who transitioned from skepticism to success in launching her own Scotch whisky brand, showcasing determination and passion.
AI Snips
Chapters
Transcript
Episode notes
One Cow and the Nuns
- Stonyfield started with one cow, Lily Bell, whose yogurt was initially sold to raise funds for the Rural Education Center.
- The yogurt was sold locally for $1.49 a quart, the same price as Dannon.
Fundraising Strategy
- Frame your business as the next step in achieving your mission to attract investors.
- Ask funders for loans instead of grants to show commitment to financial sustainability.
Frisbee Team Marketing
- Gary's frisbee team helped create demand for Stonyfield yogurt at Bread and Circus, a key retailer.
- This grassroots effort led to Stonyfield becoming the top-selling yogurt there, demonstrating the power of word-of-mouth marketing.