How I Built This with Guy Raz What It Really Takes To Build a Food Business: Part 2
52 snips
Oct 25, 2024 
Join Becca Millstein, co-founder of Fishwife, known for making tinned fish trendy; Brian Rudolph, CEO of Banza, a leader in chickpea pasta; and Caue Suplicy, founder of Barnana, who imports Brazilian dried bananas. They share their journeys in building disruptive food brands. Discover their insights on overcoming founder conflicts, innovative marketing strategies, and the importance of consumer engagement. The trio dives into redefining success through sustainability and creating memorable customer experiences, all while promoting ethical sourcing.
AI Snips
Chapters
Transcript
Episode notes
Leveraging Micro-Influencers
- Reach out to micro-influencers on social media, offering free products in exchange for promotion.
- Use their posts as market research to observe how they use and present the product naturally.
Banza's Influencer Marketing
- Banza sent free pasta to influencers without strict instructions, focusing on the novelty and health aspects.
- Many influencers shared it organically, leading to engagement and trial by non-pasta consumers.
Mainstream Placement Strategy
- Banza actively resisted being placed in the gluten-free section, aiming for mainstream appeal.
- End cap placements in stores significantly boosted trial and repeat purchases, proving their broader appeal.