Taste Radio

Lee Robinson, the director of dairy and beverage for Whole Foods Market, joined us this week for an expansive and highly informative interview focused on how entrepreneurs can build strong and long-lasting relationships with retail buyers. A longtime veteran and key decision maker at the natural retail giant, Robinson held a variety of positions at Whole Foods before taking on his current role in September 2017. Within our conversation, Robinson discussed best practices for engaging with retail buyers, why he urges entrepreneurs to be transparent about their business and innovation strategies and how he evaluates disruptive concepts. He also offered his perspective on the future of plant-based food and shared advice on how new brand owners should set expectations for buyer communication and meetings amid the current crisis. Show notes: 0:33: "Office Hours" Debuts Next Week. Plus, We Have Advice on Advisors -- The episode's host riffed on the relative value of household paper, discussed the upcoming launch of BevNET's new "Office Hours" call-in program and shared their perspectives on how to build an advisory team. They also chatted about new lines of protein and keto bars, Mike's new food crush and a line of functional shots that are keeping Ray elevated. 20:05: Lee Robinson, Director - Dairy & Beverage, Whole Foods Market -- Robinson opened up with Taste Radio editor Ray Latif about his career with Whole Foods and how a stint working with sporting goods chain ? expanded his perspective on business and marketing. He also discussed Whole Foods' process for reviewing new brands and products, how to tactfully decline a retailer request and why vulnerability is key when navigating the terms of a successful relationship. Robinson also offered advice on how brands can take advantage of local retail programs and formulate their channel strategy and why some branding and packaging missteps are more forgivable than others. Brands in this episode: Over Easy, Battle Bars, Farmhouse Culture, Buddha Brands, Biena, Athletic Brewing Co., Z&Z, Honey Mama's, Teaonic, Oatly

Once bitten, the entrepreneurial bug is hard to shake. That was the case for Annie Chun and Steve Broad, who after together building one of the most successful ethnic food brands in America, set their sights on disrupting the snack category. As the co-founders of Annie Chun's, a brand of Asian-inspired noodle bowls, soup bowls, sauces and snacks, Chun and Broad grew sales to $15 million annually before selling the company in 2009 to South Korea-based CJ Foods. Three years later, they saw an opportunity to adapt a traditional Korean snack for an American audience and launched gimMe, a brand of dried organic seaweed snacks. Committed to sourcing sustainably grown organic seaweed, gimMe helped pioneer a new segment of Asian-centric better-for-you brands in the snack aisle and has established itself as the leading company in the burgeoning space. In an interview included in this episode, Chun and Broad spoke about the origins of Annie Chun's and its evolution from selling at farmer's market to gaining national distribution at grocery stores. They also discussed how they have incorporated lessons from their past experience into gimMe and why they continually evaluate the brand's positioning. Show notes: 0:49: Annie Chun & Steve Broad, Co-Founders, Annie Chun's/gimMe Snacks -- In a call with Taste Radio editor Ray Latif, Chun and Broad chronicled the development of Annie Chun's from concept to brand, how a focus on familiar flavors supported the products on shelf and why the brand benefited from a confluence of consumer demand for natural and specialty food. They also explained why many of the company's early decisions were "driven by survival," their approach to innovation and evolution of the brand's product line and why operational efficiency is critical to achieve sustainable margins. Later, they discussed the origins of gimMe Snacks, why they launched with seaweed snacks, why they believed they were "too confident," how they communicate the key selling points of the brand and the importance of "discovering new experiences for the consumer." Brands in this episode: Annie Chun's, gimMe Snacks, Smartwater, Vitaminwater

In this episode, we sat down with Ashley Thompson, co-founder and CEO of MUSH, an innovative brand of ready-to-eat oats. Soaked overnight in dairy-free milk and packaged in single-serve containers with a built-in spoon, MUSH launched at Whole Foods in 2015 and has since expanded distribution to natural, conventional and club retailers nationwide. Just five years since its debut, MUSH pulls in over $20 million in sales annually, according to the company. As part of our conversation, Thompson spoke about her background prior to launching MUSH and what motivated her and co-founder Kat Thomas to innovate within the oatmeal category. She also discussed why she set out to create a "best for you" product, why she likes having a "polarizing" brand name, how she prepared for her first meeting at Whole Foods and why the company has pivoted from being "product first" to "team first." Show notes: 1:04: Subscribe, #Schwarzeneggerstyle & PR Strategy -- The episode opens with a discussion about BevNET's new model, which provides subscribers with access to exceptional content and benefits -- learn more and sign up here -- and a recap of our recent edition of Elevator Talk Livestream, which featured actor, investor and advisor Patrick Schwarzenegger as a guest host. The show's hosts also explored ways that entrepreneurs and brand executives can enhance their relationships with public relations firms. 14:57: Ashley Thompson, Co-Founder/CEO, MUSH -- Thompson spoke with Taste Radio editor Ray Latif about her transition from the financial service industry to CPG, why she set out to "reinvent the way people think about oatmeal," and how the company addresses challenges in marketing and merchandising an innovative concept. She also discussed how MUSH is evolving its pricing and packaging to meet the needs of more consumers, why she struggled initially with handing over the reins to certain aspects of the business and why she's "a firm believer that what got us here won't get us there." Brands in this episode: MUSH, Kitu Life, MALK, Blaze Pizza, Battle Bars, Cloud Water, Fronun, PathWater, Bantam Bagels, Ramona, Califia Farms

It's one of the world's most respected whiskey brands, but early into the development of Jefferson's Bourbon, founder Trey Zoeller could hardly give away his products. Launched in 1997, Jefferson's was one of just a handful of super premium bourbon brands on the market. Although it would take years before consumers began to embrace high quality, small-batch whiskey, Zoeller gradually emerged as one of the industry's most innovative and forward thinking entrepreneurs, having introduced novel and highly experimental methods for maturing bourbon. A prime example is Jefferson's flagship expression, which is aged at sea and exposed to temperature fluctuations, producing a complex flavor profile. In 2006, Jefferson's was acquired by sales and marketing firm Castle Brands, which in turn was acquired by spirits conglomerate Pernod Ricard last year. Today, the brand sells over 100,000 cases annually of its small batch bourbon and rye whiskey and Zoeller maintains his stewardship as the label's Chief Strategist. In an interview featured in this episode, Zoeller spoke about navigating an evolving whiskey category, initial criticism of Jefferson's approach to innovation, balancing consumer demand for diversity and predictably and whether he has any regrets about selling the company prior to the bourbon boom of the past decade. Show notes: 1:09: Trey Zoeller, Founder, Jefferson's Bourbon -- Zoeller spoke with Taste Radio editor Ray Latif about how time away from his home state of Kentucky framed the initial vision for Jefferson's, how consumer appreciation and demand for bourbon has evolved over the past two decades, how he determined his highest value in the company and why he doesn't consider himself a distiller. He also explained why he'll "never create a brand or an expression out of a boardroom," why he's encouraged about the future of Jefferson's under the Pernod Ricard umbrella and whether he plans to launch another bourbon or spirit company. Brands in this episode: Jefferson's Bourbon, Jim Beam, Wild Turkey, Maker's Mark, Jack Daniel's, Macallan

In this episode, we're joined by Jordan Salcito, founder of Ramona, a fast-growing brand of canned wine and wine spritzes. Following high-profile roles as the sommelier at acclaimed restaurant Eleven Madison Park and as the wine director at David Chang's Momofuku, Salcito launched Ramona in September 2016. Lauded by critics and consumers for its striking package design and commitment to high quality organic ingredients and sustainable production methods, Ramona is distributed nationwide at Whole Foods along with independent retail chains and restaurants across the U.S. As part of our interview, Salcito spoke about the origins of her passion for wine and the inspiration for Ramona, why she identified cans as the ideal package type, why she's not prescriptive about how and when people should drink the products and how cultivating industry relationships prior to the brand's launch was critical to its fast start. Show notes: 0:33: Cupcakes, Meal Kits & What To Ask Consumers Post-Sale -- The show opened with Ray discussing a sweeter than usual start to his mornings, and Mike and Melissa praising two better-for-you snack brands. The episode's hosts also responded to three questions posed by listeners this week, including ones about crafting consumer surveys for post-DTC sales and how brands can align with corporate gift programs and meal kit companies. 12:27: Jordan Salcito, Founder/CEO, Ramona -- Taste Radio editor/producer Ray Latif spoke with Salcito about why she named the brand Ramona, how she fell in love with fine dining and parlayed her experience into a career in wine and how restaurateur David Chang played a pivotal role in the decision to launch her own brand. She also discussed why "the vision for Ramona was never the can" even though that's how the brand is visually defined, understanding the reasons that consumers buy the products, communicating values on packaging and what's next for the company. Brands in this episode: Ramona, Belgian Boys, Pillsbury, Project 7, Quinn's Snacks, Al Chapino, Blue Apron, Purple Carrot, Sunday Provisions, ButcherBox, Starbucks

Bagels and cream cheese is a classic pairing. Bantam Bagels co-founders Nick and Elyse Oleksek created an innovative way for folks to skip the prep work: a mini ball-shaped bagel filled with the traditional accoutrement. Launched as a retail concept in 2013, Bantam Bagels has since evolved into a sprawling platform brand that includes mini stuffed pancakes and egg bites. The products are sold at major retailers, including Safeway, Target and Costco, and are also available in Starbucks pastry cases nationwide. Despite selling their company to Lancaster Colony subsidiary T. Marzetti for $34 million in October 2018. the Oleksaks remain at the helm of day-to-day operations and say their passion and commitment to the brand is as strong as ever. In an interview included in this episode, the Olekseks spoke about their transition from Wall Street analysts to bagel entrepreneurs, the role that the TV pitch competition "Shark Tank" had on the brand's genesis and its development, how they assessed opportunities to scale the brand and why they said "yes" to everything. They also explained why cold-emailing works and how to do it effectively, why investing in PR has been crucial to the brand's success and why the timing was right to sell the company. Show notes: 0:44: Nick & Elyse Oleksak, Co-Founders, Bantam Bagels -- The Oleksaks spoke with Taste Radio editor Ray Latif and offered an eye-popping estimate of how many mini bagels they've produced over the years, discussed the notion that entrepreneurs only work for themselves, how they validated the concept and why scaling beyond their home market of New York City required a significant investment in marketing and PR. They also discussed their process for finding a co-manufacturer, how QVC became Bantam Bagels first wholesale partner, why "fake it till you make it" doesn't hold water "unless you deliver on what you're promising," the remarkable story about how they initially connected with a Starbucks buyer and how they proved their value and commitment to the coffee giant. Later, the Oleksaks explained why they have no regrets about selling 25% of the company to "Shark Tank" judge Lori Greiner and how they identified T. Marzetti as the right acquisition partner. Brands in this episode: Bantam Bagels

This week, we're joined by Ethan Hirshberg, the founder and CEO of Ethan's, a brand of organic wellness shots formulated with functional ingredients, including apple cider vinegar, MCT oil and green tea. Launched in 2017, the brand debuted at Whole Foods locations nationwide and has since added distribution at chain retailers in a variety of channels, including Wegmans, Walmart and Sprouts. In an interview included in this episode, Hirshberg, whose father is Stonyfield Farm co-founder Gary Hirshberg, spoke about why launching Ethan's was about "solving a program," the importance of "being nimble responsibly" and why the company is "maniacally obsessed with customer feedback." He also discussed how core values are incorporated into the brand's products and communicated to consumers and what he views as Ethan's biggest advantage over larger and more established competitors. Show notes: 0:37: Ray Needs A Flowbee. Perhaps It Will Arrive In His Virtual Mailbag? -- The hosts riffed on Ray's tousled hair and review and respond to questions posed by listeners over the past week, including ones about funding, CBD, ingredient suppliers and field marketing. They also reflected on an old AT&T ad, chatted about a few upstart brands, including a zaatar company and encouraged the audience to continue sending in questions and suggestions for content. 10:51: Ethan Hirshberg, Founder/CEO, Ethan's -- Hirshberg spoke with Taste Radio editor Ray Latif about growing up in the food and beverage industry, lessons learned from father and other mentors and his experience working at coconut-based food and beverage company Harmless Harvest. He also discussed the company's relationship with Whole Foods, why the company decided to focus on shots and how the past two years have been primarily about frequent and fast iteration and tweaking. Later, he explained the importance and hierarchy of its core values of organic, glass and functionality, how Ethan's educates consumers about usage and drinking occasions and how the company evaluates opportunities to innovate. Brands in this episode: Ethan's, G&Juice, Brewpub Jerky, Wake Up Water, Z&Z

Ben Goodwin and David Lester admit that they've taken on a massive challenge. And that's just the way they wanted it. The founders of Olipop, a brand of sparkling beverages made with prebiotics, botanicals and plant fiber and featuring classic flavors like root beer and cola, Goodwin and Lester promote the products as "the healthy alternative to soda," a tagline that takes direct aim at legacy carbonated soft drinks. "For better or worse, we do seek out those challenges," Lester said in an interview featured in this episode. "It often feels like the most meaningful or impactful thing we can do." Goodwin added: "If there's something worth doing from a scientific or consumer health perspective, it's worth doing at scale." Olipop is the second beverage venture founded by Goodwin and Lester, who previously co-founded Obi, a probiotic-infused soda brand designed to appeal to mainstream consumers; Obi was acquired in 2017. Amid growing distribution along both coasts, Olipop has caught the attention of investors who have fueled its development via a $2.5 million seed round in 2019 and a $10 million Series A round in January. As part of our conversation, Goodwin and Lester spoke about how Olipop was conceived, how they communicate functional ingredients to consumers, why the brand is resonating beyond natural channel retailers and how lessons from their experience with Obi are incorporated into their current business strategy. Show notes: 0:44: David Lester & Ben Goodwin, Co-Founders, OLIPOP -- In a call with Taste Radio editor Ray Latif, Goodwin and Lester spoke about the history of their partnership, the complementary nature of their skill sets and the mission and development of their first brand, Obi. They also discussed the importance of "adaptive, hungry thinking and action," why they describe the beverage industry as "business on expert mode," and their belief that soda offers the broadest opportunity to deliver digestive health benefits to consumers. Later, they explained their approach to branding, how Olipop's package design has fueled trial, why educating consumers about the products' health benefits is not a priority, why they're not interested in non-soda drinkers and why who you're working with is as important as what you're working on. Brands in this episode: Olipop, Halo Top, Beyond Meat

Hilary McCain, founder and CEO of CBD-infused sparkling water brand Sweet Reason, describes the nascent market for legal cannabis-centric products as "a once in a generation opportunity" for entrepreneurs. As part of an interview included in this episode, McCain noted that while the surge in consumer interest for CBD will benefit many early-stage companies in the space, the long-term success of her brand will be rooted in its resonance with consumers. "We are really focused on building a brand around being 'curators of calm,' she said. "It's never been more relevant than in today's day and age. In my mind, CBD is in the same trend as meditation, mindfulness, self-care; that's the lane we're playing in." Launched in 2018, Sweet Reason is aligned with New York-based distribution heavyweight Big Geyser and sold in hundreds of chain and independent retail locations in the metro market and Los Angeles. The company has also attracted a number of influential investors and advisors; in July 2019, Sweet Reason raised $2.5 million in a seed round led by venture capital firm Lerer Hippeau and recently brought on veteran beverage executive Hal Kravitz to support its continued development. As part of our interview, McCain spoke about early roadblocks in the development of Sweet Reason, her perspective that beverages are the best delivery format for CBD and how she communicates functional claims. She also discussed strategizing for the future in an unclear regulatory environment and how she's curated her pitch to investors. Show notes: 0:33: WFH? Good Thing We Have National Cocktail (Every) Day. #Goals -- The episode's hosts discussed how they stayed focused while working from home, setting up a "virtual water cooler" for your organization and why it's important for brands to create meaningful content that's authentic to their values. They also noted conversations with a few entrepreneurs about how their respective businesses are doing amid the current situation. 10:51: Hilary McCain, Founder/CEO, Sweet Reason -- Taste Radio editor Ray Latif spoke with McCain about her career experience prior to launching Sweet Reason, why she became "obsessed with CBD beverages" and why the company is spending significant resources to teach consumers about the ingredient. She also discussed how the brand is attempting to own a distinct message about the benefits of CBD, her involvement in lobbying efforts to achieve GRAS status for CBD in food and beverages and how she convinced Lerer Hippeau, an early-stage venture capital fund notable for early investments in Warby Parker and Casper, to invest in the brand. Brands in this episode: Sweet Reason, Campari, Tip Top Cocktails, Cocchi Americano, Luxardo, Cece's Veggie Co., Core Foods, O2, Smooth Pops, Baaz Bites

If you've ever seen an episode of ESPN's "SportsCenter," chances are that John Brenkus is a familiar face. The Emmy award-winning host and producer of "Sport Science," a series that examines exceptional athletic performance through the lens of data and scientific research, Brenkus was recently announced as the Chief Brand Officer of natural energy drink brand Kill Cliff. According to the company, the role "will build upon the science in its products and elevate the brand among athletes and consumers." In an interview included in this episode, Brenkus, who is also the author of The New York Times bestselling book "The Perfection Point," spoke about the origins of his work and why after dozens of offers to partner with other drink brands he chose to align with Kill Cliff. He also discussed his process for evaluating functional ingredients, in particular CBD, navigating potential pitfalls in consumer education and addressing gaps in sports nutrition. Show notes: 1:17: John Brenkus, Creator, "Sport Science" & Chief Brand Officer, Kill Cliff -- Brenkus spoke with BevNET managing editor Martín Caballero about growing up in the Washington D.C. area and how he merged his passion for sports with science, leading into his foray into television and the development of his career. He also discussed the evolution of athletic performance in amateur and professional sports, what inspired him to align with Kill Cliff and why he describes the brand as a "game changer," how humans process natural versus artificial ingredients and his perspective on competition in the energy drink space. Later, he explained why the ideal Kill Cliff consumer is someone who can make "better decisions," why he believes that CBD has "a really bright future" and how the company is gathering data and research about the ingredient. He also spoke about how he evaluates claims of "rapid hydration" and those associated with MCT oil and the importance of consistent sleep for everyday health. Brands in this episode: Kill Cliff, Red Bull, Monster Energy, Rockstar Energy, Hydrant, Liquid I.V., SOS Hydration