How I Built This with Guy Raz Advice Line with Gary Hirshberg of Stonyfield
19 snips
Nov 14, 2024 
Gary Hirshberg, co-founder and former CEO of Stonyfield, shares his entrepreneurial insights while answering questions from budding founders. He discusses how a social mission can give a product a competitive edge. Cate seeks advice on sustainable practices for her leather goods, while Jamie navigates unexpected demographics for her vegan camping meals. Dianna grapples with hiring the right person for her seeded cracker business. Their conversations highlight persistence, community support, and the importance of aligning business with personal values.
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Grassroots Marketing
- For Stonyfield's 30th birthday, Gary Hirshberg asked his ultimate frisbee team to request Stonyfield yogurt at their local Bread and Circus stores.
- This grassroots marketing tactic led to increased demand and a call from the buyer.
Building Consumer Loyalty
- Build consumer loyalty through direct engagement, whether through farm visits, influencer marketing, or online communities.
- Loyal customers will drive demand and pull your product into retail stores.
Mission-Driven Brands
- While taste and value are important, social and environmental missions are increasingly crucial for brand loyalty.
- Consumers, especially younger generations, demand transparency and ethical practices.
