Insider Ep. 95: Why Successful Brands Respect And Love Their Competitors

This week, we’re joined by Hannah Crum, the co-founder and president of Kombucha Brewers International (KBI), a trade association whose stated mission is to promote and protect commercial kombucha brewers around the world. For over a decade, Crum, who’s also the founder of homebrew education platform Kombucha Kamp, has been one of the most influential figures in the development of the kombucha industry. A respected voice among her colleagues, Crum’s work has supported the creation of educational initiatives and production standards that have shaped the modern kombucha category. 

As part of our conversation, Crum discussed how her passion for kombucha spurred the creation of KBI, how she manages a membership group comprised of “frenemies,” the recent launch of a Code of Practice for brewing kombucha and why she believes it’s important to support the category’s evolution despite the misgivings of some within the space.

Show notes: 

0:35: We Have A New Mailing Address. Plus, A Camping Hack That Will Change Your Life. -- The episode’s hosts chatted about BevNET HQ’s move down the road to Newton, Mass. (note our new address: BevNET/NOSH 65 Chapel Street, Newton MA 02458), how an unlikely cuisine provided the perfect camping food for brand specialist Melissa Traverse and her family and the potential career of a “condiment magician.” They also discussed news about the sale of a prominent PR firm, how our Brand Spotlight platform provides a critical conduit to industry gatekeepers and professionals amid the pandemic and congratulated an upstart sparkling water brand that recently completed a $1.3 million funding round. Ray also shared details about how scotch whisky brand Bruichladdich is taking "No Hidden Measures" when it comes to what's inside the bottle.

17:11: Interview: Hannah Crum, Co-Founder/President, Kombucha Brewers International (KBI) -- Crum spoke with Taste Radio editor Ray Latif about how her background in acting and love for fermented foods provided a useful foundation for the establishment of KBI, how she worked with kombucha entrepreneurs to address a category crisis in 2010 and how she sourced guidance and feedback on KBI’s code of practice. She also discussed the impact of new kombucha-based and shelf-stable products on expanding awareness and sales for the category and shared her thoughts on the increasing influence of strategic beverage companies getting involved in the space.

Brands in this episode: Brooklyn Delhi, Maya Kaimal, Coconut Bliss, Sir Kensigton’s, Lupii, Moodygirl Chocolate, Sanzo, Bruichladdich, Kombucha Kamp