Taste Radio

When discussing the unconventionality of her brand's name and label design, Starr Edwards, the co-founder and CEO of Bitchin' Sauce, a maker of vegan, almond-based dips, described herself as "the Bob Ross of branding." There were "a lot of happy accidents," she noted. Those playful mishaps provided the foundation for what is now one of the fastest-growing brands in its category. Launched in 2004, Bitchin' Sauce emerged as a cult hit at farmers markets in Southern California as consumers embraced its unapologetically quirky labels and commitment to clean ingredient formulations. While the packaging and ingredients have essentially remained the same over the years, the brand's retail footprint has grown dramatically: Bitchin' Sauce is sold nationwide at over 6,800 retail stores, including those of Costco, Walmart, Target, Albertsons and 7-Eleven. In an interview included in this episode, Edwards and her co-founder and husband L.A. discussed about how a passion for veganism and music provided a foundation for the brand's origins, how they landed a deal with Costco early into the brand's development and why they believe that owning a production facility has given them an advantage when working with retailers. They also spoke about how consumers perceive and respond to the brand's name and why they'll never change the primary elements of its packaging, as well as how they worked with 7-Eleven to develop an exclusive line of products for the retailer. Show notes: 0:36: Nowhere Else Exists A Retailer Like This One… Yet -- The episode's hosts chatted about their weekly Clubhouse meet-up, a New York Times profile on upscale grocery chain Erewhon, the news that Oatly might be valued at $2 billion or more and discussed new products to come across their desks in recent days, including plant-based milks, clean label energy drinks and non-alcoholic spirits. 22:01: Interview: Starr & L.A. Edwards, Co-Founders, Bitchin' Sauce -- The Edwards spoke with Taste Radio editor Ray Latif about raising four kids while building a small business, why Starr juggled multiple jobs as a teenager and how being the mechanic for L.A.'s band was helpful down the road. They also discussed how their relationship with Costco began and grew, how they saved hundreds of thousands of dollars in building their production facility, getting up to speed on food safety and why an alternative name for the brand is never as popular as the original. Later, they explained why they've tried to stay under the radar when it comes to press, when to say "yes" to retailers and how the pandemic actually supported consumer trial of Bitchin' Sauce. Brands in this episode: Bitchin' Sauce, Imperfect Foods, Ithaca Hummus, Oatly, MALK, Rise Brewing Co., Better Than Milk, Fat Snax, Naya Foods, Base Culture, Brew Dr. Kombucha, Highkey, Hydrant, Fluere, Tanqueray

The opportunity, as Bill Shufelt explained, was hidden in plain sight. Shufelt, the co-founder and CEO of non-alcoholic beer maker Athletic Brewing Co., believed that despite decades of stigma and ridicule for sober suds, modern consumers were ready and waiting for a better tasting and premium option. Following months of category research and market analysis, he launched Athletic Brewing Co. in 2017, which has emerged as the leading brand in a rapidly expanding market for non-alcoholic beer. Athletic has dominated the craft side of the category and holds a 54 percent share of the segment, which, according to Bill, is the fastest growing within non-alcoholic beer and grew over 300 percent in 2020. In an interview featured in this episode, Shufelt, speaking from the company's San Diego production facility which opened last year following a $17.5 million capital raise, discussed how a high-pressure career in finance led him to non-alcoholic beer, how he dealt with consistent rejection from beer industry professionals and how he landed his first investors. He also spoke about the yin and yang of his relationship with Athletic's co-founder, John Walker, why he believes that "drama is so unproductive," how he planned for and is managing explosive growth and how he evaluates strategic partnerships. Show notes: 0:42: Interview: Bill Shufelt, Co-Founder & CEO, Athletic Brewing Co. -- Shufelt spoke with Taste Radio editor Ray Latif for an expansive interview that began with his initial assessment of the non-alcoholic beer category, how his fast-paced lifestyle as a hedge fund executive introduced him to the category and how his calm, composed demeanor is reflected in the culture of Athletic Brewing Co. He also discussed the impact of health and wellness trends on the non-alcoholic beverage market, his methodology in measuring the potential for non-alcoholic beer, how a chance meeting at a BevNET Live event led to one of his first investors and the key to landing his most valuable distribution and retail partnerships. Later, Shufelt spoke about outgrowing Athletic's initial production facility, his advice for forecasting demand, including why brand owners should avoid debt, how the brand's personality has evolved since its launch and how major beer conglomerates have supported the company. Brands in this episode: Athletic Brewing Co., Stonyfield Farm, Honest Tea, Krave Jerky, Suja, Ballast Point

In this episode, we profiled the remarkable rise of Organifi in an interview with CEO Mae Steigler. Launched in 2014, Organifi is best known for its flagship powdered green juice and has quietly emerged as one of the leading direct-to-consumer brands in the nutritional supplement space, generating over $100 million in sales since its debut. The company is now setting its sights on the grocery channel, part of a growth strategy led by Steigler, who has been with Organifi since its launch and was promoted to CEO in January. As part of our conversation, Steigler spoke about the origins of Organifi, the company's impressive direct sales business and how she and her team crafted an effective consumer acquisition and retention strategy. She also discussed how Organifi scaled while being bootstrapped and taking in no outside capital and how daily huddles and employee empowerment are key to the company culture. Show notes: 0:42: Oatly's 'Super' Gamble, Clubhouse Fatigue And Why We're Talking About Leggs -- The hosts discussed Oatly's admired/reviled Super Bowl ad, evaluated the usefulness of social media platform Clubhouse, encouraged entrepreneurs to join us for a "closeup" and riffed on a few new and notable products sent to the team over the past two weeks. 18:53: Interview: Mae Steigler, CEO, Organifi -- Taste Radio editor Ray Latif sat down with Steigler who spoke about how Organifi was born out of healthy lifestyle media platform Fitlife.tv, the reason that the company focused on powders and supplements and why direct-to-consumer (DTC) has been the brand's primary sales channel. She also discussed the key components of an effective DTC strategy, why the company is now making retail sales a priority, the reasons that the company has avoided outside capital and how it has stayed under the radar within the food and beverage industry. Stiglier also spoke about her leadership style, how to cultivate efficient meetings and why the company takes a cautious approach to new hires. Brands in this episode: Organifi, Oatly, Harmless Harvest, Clearly Kombucha, Better Booch, Culture Pop, Flow Water, Kite, Skittles, Prevail Jerky, GT's Living Foods, Big Easy Bucha, Magic Bullet, Suja, Blueprint Juice, Evolution Fresh

Few faces in the fitness world are more familiar than that of Denise Austin. Known for her vibrant personality, motivational tone and sleek physique, Austin has sold over 24 million exercise videos and DVDs over the past four decades and hosted one of the longest running fitness-focused television shows. Today, she's setting her sights on the food business with the launch of Ever Better snacks. Launched in 2020 in partnership with brand management firm Healthy Lifestyle Brands, the line of protein- and probiotic-infused cookie bites are positioned as healthy, indulgent snacks for women. The products are the first part of Ever Better, a platform that will eventually encompass Austin's website, magazine and workout videos. As part of an interview featured in this episode, Austin spoke about her rise from college gymnast to one of the most recognized names in fitness and how she evaluates food and diet trends. She also discussed her role in the formulation and branding of Ever Better snacks, how she plans to be involved in the brand's development and why integrity is the key factor in everything she does. Show notes: 0:45: Interview: Denise Austin, Founder, Ever Better -- Austin sat down with Taste Radio editor Ray Latif for an expansive conversation that began with a chat about Denise's surprising love of beer, why her daily workouts are shorter than you might expect and what her father taught her about becoming a great salesperson. She also explained why she advocates for people to eat healthy food 80% of the time, indulgent foods for the other 20% and how Ever Better fits into both categories, why the brand focused on protein and probiotics as the key functional ingredients and the key elements of its packaging. Later, Austin spoke about why her personality is the same onscreen and offscreen, , how she plans to attract women of all age groups with Ever Better and how she's leaning on her core audience as the foundation for the brand's consumer base. Brands in this episode: Ever Better Snacks

Denise Woodard, the founder and CEO of Partake Foods, is not shy about asking for advice. In an interview featured in this episode, she reflects on how guidance from other entrepreneurs has been a key part of her success in building a fast-growing packaged food brand. You might be surprised, however, that the counsel she most values comes from unsuccessful founders. "I think oftentimes when you're company's on a rocketship to success, it's hard to remember the stuff that went wrong," Woodard said. "But when you've lost your last dollar and put all your blood, sweat and tears into a company that didn't work for whatever reason, you have really good advice about what not to do and what you wished you would have done." A former executive with The Coca-Cola Co.'s Venturing and Emerging Brands (VEB) unit, Woodard founded Partake in 2016 after her infant daughter was diagnosed with severe food allergies. Frustrated with the lack of allergen-friendly food brands, she launched Partake with a line of cookies that are free from the eight major allergens, followed by a move into baking mixes. The brand, which sells its cookies at Target, Whole Foods and Sprouts stores nationwide, made waves in June of 2020 when it announced a $1 million seed round that was partly funded by Jay-Z's Marcy Venture Partners. Seven months later, Partake closed on a $4.8 million Series A round that included industry luminary John Foraker and music icon Rihanna. It took a lot of heavy lifting, sacrifice and hearing the word 'no' dozens of times to get Partake where it is today, and as part of our interview, Woodard spoke about how her experience working with entrepreneurs while at Coca-Cola impacted the planning for and development of Partake, as well as how a boom in allergen-friendly brands has affected the brand's growth and why leaning into retailer programs that support Black and female-owned companies has been critical. She also discussed why Partake was self-funded at launch, how she went from raising $5,000-$10,000 at a time to multi-million dollar, celebrity-led funding rounds, how the tragedy and social unrest of 2020 impacted Partake and why she sings the praises of a leadership coach. Show notes: 0:36: Celebrate Green Juice! But Did You Forget About Everything Bagel Ice Cream? Join The Club. -- The hosts chatted about waves of greens and green juice, a new ice cream product with a unique flavor and what they are learning about social media app Clubhouse. They also discussed new packaged food and beverages to hit the office, including better-for-you noodles, a "big" candy bar brand and non-alcoholic craft beer. 23:22: Interview: Denise Woodard, Founder/CEO, Partake Foods -- Taste Radio editor Ray Latif spoke with Woodard about her prompt email replies, her background as an entrepreneur, her transition from a beverage executive to a founder of a food brand and how she's saved at least $250,000 in retailer fees. She also discussed how she was able to differentiate Partake from a growing set of competitors in the allergen-free space, how she determined her capital needs for launching the brand, staying focused after hearing rejection from investors, why data was a key asset in the company's Series A round and why she doesn't separate personal and professional responses to issues of racism and inequality. Later she explained why entrepreneurs should ask for specific versus general advice about building a business and why she views her employees as her "boss." Brands in this episode: Partake Foods, Suja, Evolution Fresh, Your Super, Organifi, Jeni's, Coolhaus, Ben & Jerry's, Foodstirs, Zesty Z, Ayoba Foods, Belgian Boys, Nona Lim, Om Som, Banza, Daytrip, BrewDog, Athletic Brewing Co., De La Calle, immi, Gigantic Bar, Ugly Drinks, Milky Way, Hershey's, Honest Tea, Zico, Once Upon A Farm

It might be surprising to learn that Celsius, a fitness-centric energy drink brand that generated over $100 million in sales in 2020 and is profitable, was in turmoil just a few years ago. Founded in 2004, Celsius was originally positioned as a brand of "negative calorie" and "fat burning" functional beverages. That focus, which was initially successful in driving consumer and retailer interest, eventually proved to be problematic and resulted in the company spending years in turnaround. CEO John Fieldly, who joined the company nine years ago and has been at the helm since 2017, was at the forefront of Celsius's turnaround and is spearheading its current growth strategy which is supported by distribution at top retailers, including nationwide at Walmart. In an interview featured in this episode, Fieldly spoke about his role in the turnaround, including his belief that a strong understanding of finance was a significant factor in helping to fix Celsius's problems, the importance of setting expectations with staff and investors, how to optimize placement at key retailers and why he has an open door policy when conducting business. Show notes: 0:37: Interview: John Fieldly, CEO, Celsius -- Fieldly spoke with Taste Radio editor Ray Latif about his initial experience as the company's CEO and how his background in finance provided a foundation for identifying and resolving the company's most critical problems. He also discussed why data analysis helped Celsius focus on key markets and retail channels, why he viewed the energy category as the biggest opportunity for growth and how he's attempting to shed an industry stigma about the brand. Later, he spoke about his leadership style and why it's important to address personnel issues immediately, as well as how he plans to maintain Celsius's momentum through 2021 and beyond. Brands in this episode: Celsius, Bang Energy, Monster Energy

This week we're joined by Drew and Mac Anderson, brothers and co-founders of Cleveland Kitchen, a fast-growing brand of fresh, fermented foods. Founded in 2013, the company's flagship line of sauerkraut has risen to become the top-selling premium product in the category in the U.S., according to the company, and is available at over 9,000 retail stores including those of Target, Wegmans, Whole Foods, Sprouts, Kroger and Publix. Amid growing consumer demand for probiotic-rich foods, the Andersons, along with their co-founder and brother-in-law Luke Visnic, are aiming to build Cleveland Kitchen into "a household name with a healthy halo," including moving into other products such as its recently launched marinades and dressings. Within our conversation, the Andersons spoke about the roles that their mother and the city of Cleveland had in the brand's inspiration, their experience leaning into new use occasions for sauerkraut and why it was key to growth, how data led to more impactful merchandising and bigger sales and how the brothers balance family and business. Show notes: 0:36: None Of Us Are Doing Dry January, But We Do Love These Products. And Probiotics. -- The episode's hosts chatted about notable names and nicknames, riffed on a "bitchin'" brand and discussed the recent boom in new non-alcoholic spirits and ready-to-drink cocktails and a few products within the growing cohort. They also spoke about the revamped, yet still remarkable, GT's Cocoyo and a few other food and beverage brands sampled over the past month. 18:34: Interview: Drew & Mac Anderson, Co-Founders, Cleveland Kitchen -- Taste Radio editor Ray Latif sat down with with the Andersons, who shared their enthusiasm for the NFL's Cleveland Browns and the team's recent playoff run, spoke about what they learned from working at farmers' markets at a young age and how they incorporated fermentation into their college experiences. They also explained how they communicated Cleveland Kitchen's sauerkraut as a functional, culinary food that is cross-cultural, and versatile, making the leap from natural to conventional retailers and why owning and operating a production facility is a significant asset and advantage over competitors. Later, they discussed considerations for new product development and how they settle disagreements and stay focused on the company's mission. Brands in this episode: Cleveland Kitchen, Bitchin' Sauce, Athletic Brewing, HOP WTR, Seedlip, Wilderton, Ugly Drinks, Budweiser, Schlitz, Golden Road, Guinness, Everleaf, Three Spirit, bonbuz, Spirity Cocktails, Kin Euphorics, Cedar's, Cann, Proposition Cocktail, Sweet Crude, Sweet Reason, Local Roots Kombucha, GT's Living Foods, Coconut Cult, Jetson Probiotics, Betera

In the vernacular of our times, someone who is considered to be the best at a skill, sport or profession is described as a "G.O.A.T.," an acronym which stands for "Greatest Of All Time." It's an apt term for Jerry Rice, the NFL Hall of Fame wide receiver, a four-time Super Bowl champion with the San Francisco 49ers and holder of nearly every significant career receiving record in American professional football. Today, Rice is tackling a new challenge as the co-founder of G.O.A.T. Fuel, the aptly named energy drink brand which markets health-focused beverages made with green tea, natural caffeine and cordyceps mushrooms. It's not Rice's first involvement in the beverage industry: along with his work as a longtime ambassador for Muscle Milk, he previously launched an energy drink brand in the mid-2000's called e10. As a result, he's using his experience on and off the playing field to support the development of G.O.A.T. Fuel as the company's executive chairman. In an interview included in this episode, Jerry and Jaqui Rice, his daughter and a co-founder and CEO of the company, spoke about the inspiration behind, planning and launch of G.O.A.T. Fuel, and how they're leveraging Jerry's fame in a way that's authentic to the brand and its positioning. They also discussed the products' unique formulation and how they evaluate partnerships, including a recent deal with gaming and sports betting company FanDuel. Show notes: 0:40: Interview: Jerry Rice & Jaqui Rice, Co-Founders, G.O.A.T. Fuel -- After giving his prediction for this year's Super Bowl, Jerry Rice and his G.O.A.T. Fuel co-founder Jaqui Rice spoke to Taste Radio editor Ray Latif about their motivations for entering the energy drink category despite its challenges and long odds. They also discussed why they viewed the company as led by "a family of G.O.A.T.s," how they plan to educate consumers about the functional benefits of cordyceps mushrooms, why the target consumer is more about personality than demographics and how they are building out an ambassador team for the brand. Later, they explained why core values have to align in any partnership and shared Jerry's advice for any individual that wants to become a G.O.A.T. Brands in this episode: G.O.A.T. Fuel, Muscle Milk, Rowdy Energy

This special edition of Taste Radio Insider highlights actionable insights and advice from interviews with four founders, creators and investors who joined us on the show during the second half of 2020. Our guests include Greg Fleishman, Co-Founder/CEO, Foodstirs; Jing Gao, Founder & CEO, Fly By Jing; Carlton Fowler, Managing Partner, Goat Rodeo Capital; and Breezy Griffith, Co-Founder & CEO, SkinnyDipped. Show notes: 0:35: Mike Missed His Shot. Plus, Soda Strategies, Samples And Salutes. -- The episode opens with a bit of banter about a recent win streak and the return of BevNET/NOSH's Elevator Talk series in 2021. The hosts also discussed two independent soda brands and how each is navigating an evolving market for the category and spotlighted a few notable products sampled over the past week. 16:38: Interview: Greg Fleishman, Co-Founder/CEO, Foodstirs -- We kicked off the interview portion of the show with Greg Fleishman, co-founder and CEO of clean label baking mix and snack company Foodstirs. In the following clip, pulled from Ep. 93 of Taste Radio Insider, Fleishman explained why successful entrepreneurs are most often purpose-driven, the importance of collaborating with retail buyers when formulating an innovation strategy and why tapping your network for advice and feedback is more important than ever. 25:44: Interview: Jing Gao, Founder & CEO, Fly By Jing -- Next up is Jing Gao, founder & CEO of Sichuan-inspired sauce and seasoning brand Fly By Jing. Within our interview from Ep. 103, Gao spoke to BevNET CMO Mike Schneider about the company's success in landing widespread media coverage and how she addressed production and logistical challenges that arose from crushing demand. 33:11: Interview: Carlton Fowler, Managing Partner, Goat Rodeo Capital -- We continued with Carlton Fowler, managing partner of venture capital firm Goat Rodeo Capital. In this clip from Ep. 101, Carlton explained how he identifies new products that have a runway for success, the three tenets that shape Goat Rodeo's funding decisions and why he is always on the hunt for category-creators. 41:25: Interview: Breezy Griffith, Co-Founder & CEO, SkinnyDipped -- Wrapping up the episode is Breezy Griffith, co-founder and CEO of fast-growing coated nut brand SkinnyDipped. In an interview featured in Ep. 96, Breezy shared a remarkable story about how Skinny Dipped made its way into the offices of two top tech companies and how she built a lasting partnership with a key buyer at Target. Brands in this episode: Zevia, Jones Soda, Coca-Cola, Pepsi, Genius, Amazi Foods, Tru, Nerd Focus, Foodstirs, Fly By Jing, Drnxmyth, Skinny Dipped

An icon of the personal fitness industry and founder of lifestyle platform brand Body By Jake, Jake Steinfeld is also an infomercial legend whose TV appearances have generated hundreds of millions of dollars in sales of exercise equipment and workout videos. Earlier this year, he extended his reach in consumer products with the launch of Don't Quit, a line of meal replacement drinks developed in partnership with Keurig Dr Pepper (KDP) and brand incubator L.A. Libations. Despite his decades of experience in business, however, the Brooklyn native acknowledges that his foray into the beverage industry is a challenge unlike any he's tackled before. In an expansive interview featured in this episode, Steinfeld opened up about his background as an innovator and entrepreneur, how he identifies synergies and alignment with consumer brands and the keys to cultivating a winning personality. He also shared the most important lessons he's learned about business and how the partnership with KDP and L.A. Libations evolved from concept into a market-ready brand. Show notes: 0:37: Interview: Jake Steinfeld, Founder, Body By Jake/Don't Quit -- Steinfeld spoke with Taste Radio editor Ray Latif and kicked off the conversation with a discussion about his memorable cameo in the movie "Coming To America" and why he's not in the upcoming sequel, why he's maintained a very early morning routine for decades and how and why he got serious about fitness. He also recounted his breakthrough moment in becoming a trainer to Hollywood stars, how he built the Body By Jake brand and the key to making your own luck. Later, he explained his initial interest in the beverage industry, how a meeting with L.A. Libations co-founder Danny Stepper sparked the idea for protein-centric drink, his involvement in the formulation and packaging of Don't Quit and what's next for the brand. Brands in this episode: Don't Quit