Ep. 210 – [Pantry Podcasts] Advice From Exited Founders: Interviewing Jon Sebestiani and Will Rosenzweig at Food Funded

We’re introducing something called the Pantry Podcasts, which is basically an analogy that these podcasts, like your pantry items, are practically timeless but eventually, you have to create something with them! Don’t think of this as year-old pasta, but rather that special bottle of bourbon you’ll open on special occasions or perhaps to reward yourself from surviving the tough period we’re all going through now. These interviews are timeless and get better with age.

This was recorded a little bit less than a year ago back when I was planning another podcast but life changes and I just have been swarmed. During my time trying to make a new podcast, I had a ton of really amazing guests, but I didn’t have the capacity to make another, short-form podcasts.

You’ll hear clapping in the background because I do this face to face at Food Funded, an amazing Entrepreneur and Investor Fair. I actually went to my first one to meet Paul and Joanna, the founders of Better Meat Co for the first time. The second time, I had a blast doing these interviews. The next one is on June 4th. I wonder what will happen again?

Thank you, Cynthia Maxey, who is a super-connector of the food industry in the Bay Area, for introducing me to these amazing guests and letting me use her space to share these people’s stories.

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Our first guest is Jon Sebastiani, I don’t think he needs any introduction. A pioneer of the natural food movement, he founded Krave Jerky, sold it to Hershey, and then started Sonoma Brands which has Smashmallow, Guayaki, and Dang Foods.

Here you’ll learn how and why Sonoma invests in really cool brands. It’s more than just growth.

Sonoma Brands Krave Jerky Why would a candy company want to be a Jerky Company? What was the hardest part of Krave?: the first 2.5 years of not knowing if we had something Was the growth of Krave gradual or exponential?: I was at the right place and the right time and the consumer was ready What do you look for in the companies you invest?: We want to understand the product fits into a need case. What food trends are exciting right now?: Actually everything. There are consumers who are always looking for premium products Why are you at Food Funded?: At Food Funded, I met some awesome people at the beginning and I want to give back What advice would you give someone who has an idea but is scared to share it?: Do a small MVP and see who buys it ----------------------- 

Will Rosenzweig is the Faculty Co-Chair at Berkeley Haas Center for Responsible Business

Will has a great track record, just look at his resume. After founding the company, Republic of Tea, he then became a VP of Odwalla, holds a ton of leadership positions, and is just an all around good guy.

Also, fun fact, I thought Will reminded me of Seth Godin and Seth Godin actually has a class about Food with Will! It’s called The Business of Food Workshop. Small world.

I inherited a class by Alice Waters and Michael Pollen I also teach a social entrepreneur course on food innovation Berkeley Food Institute Transforming Food Systems Graduate Certificate Revolution Foods Republic of Tea – How an Idea Becomes a Business What do you teach your students?: We usually teach how to think and try to guide your moral compass Then we teach you how to become a systems thinker Edible Ed Class on youtube Edible School Yard Project Edible Education 101 How do you choose a problem?: Generally, the problem will find you and you will try and find a solution Design Thinking Toolkit Sam Kass Food investing has changed. You can raise money on an idea. Before you had to prove your worth What brings you to Food Funded?: I’m a big fan Regenerative Agriculture Mission Chinese Full Belly Farms Regenerative Agriculture is to restore the land and that’s through the soil What do you recommend for someone to start something?: Enroll a list of advisors You have to be credible You need passion, credibility and tenacity Prototype, test and iterate

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