How I Built This with Guy Raz Freshpet: Scott Morris
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Oct 9, 2023 Scott Morris, the co-founder of Freshpet, shares his journey in revolutionizing the pet food industry with fresh, refrigerated meals. He recounts the initial skepticism from retailers who resisted installing necessary refrigeration. Navigating logistical nightmare challenges, Freshpet now boasts a 96% market share in fresh pet food for 10 million households. Scott's story underscores the transformation of pets into family members and the rigorous development behind creating nutritious, appealing meals for pets.
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Early Entrepreneurial Spirit
- Scott Morris started multiple businesses in high school and college, including landscaping and loft bed building.
- He even sold one of these businesses for over $10,000.
Starting at the Bottom
- After graduating, Morris joined Ralston Purina in a sales training role.
- His territory was challenging, covering a wide area, and he even stocked shelves at 3 AM.
Brand Building over Discounting
- Morris and his colleague Rick Spiekeman discovered that excessive couponing and discounting weren't effective.
- They shifted focus from these short-term tactics to fundamental brand building.