Taste Radio

In the latest installment of Taste Radio Insider, the hosts discussed the fallout from a controversial profile of GT’s Kombucha creator GT Dave in Forbes magazine. Dave’s comments about competing brands ignited a debate on LinkedIn about production standards and the impact of strategic investment in the kombucha category. Later in the show, we feature an interview with entrepreneur Suzie Yorke, the founder and CEO of Love Good Fats, a fast-growing brand of keto-friendly snack bars and shakes. Leading with a message of “fat is back, sugar is out,” Love Good Fats launched in Canada in 2017 and has emerged as one of the leading brands in the keto space. As part of our conversation, Yorke discussed the company’s fast start and how Love Good Fats is attempting to become the “beacon brand” for healthy fats. Show notes: 1:31: Hipster Taste Test — The episode begins with a discussion about an odd Vita Coco tweet and why it became one of the brand’s most popular social media posts ever. Later, the hosts offered their take on a profile on GT’s Living Foods founder/CEO GT Dave unsettled some in the kombucha community, including Health-Ade co-founder/CEO Daina Trout, who posted a response to the article on LinkedIn. 15:55: Interview: Suzie Yorke, Founder/CEO, Love Good Fats -- In an interview with NOSH editor Carol Ortenberg, Suzie spoke about her decision to launch the brand following a 25 year career as a marketing executive and how Love Good Fats got off to a fast start. She also discussed evolving consumer perception of healthy fats, the importance of staying on brand and why the two-year-old company has invested in TV advertising. Brands in this episode: Vita Coco, Thirsty Buddha, Harmless Harvest, GT’s Kombucha, Health-Ade Kombucha, Proposition Cocktail Co., Love Good Fats

Just as the brand was shifting into high gear, the engine driving one of the hottest brands in food and beverage had basically stalled. Oatly, a Swedish-based brand of oat milk and oat milk-based products, has been available in Europe for over 25 years and entered the American market in 2016. The U.S. launch was timed to meet surging interest in plant-based dairy alternatives, but while Oatly anticipated a strong start, the overwhelming demand for product was more than the company could handle. Just months after its debut, Oatly was faced with severe out-of-stock issues and enraged customers as it sought short and long-term solutions to its supply chain challenges. Although Oatly has gotten back on track and is the leading brand in a thriving oat milk category, Mike Messersmith, the general manager of Oatly’s U.S. operations, was candid about the company’s early mistakes -- and the likelihood that more will follow. “We’ve already failed in the biggest ways possible; we’ll do it again,” he said in an interview included in this episode. “It’s all about progress,” Messersmith said. “Next week will be better than this week, a month from now will be better than that week. It will be messy. It’s always been messy. The thing I have to do more than correcting failure is reminding people -- and remind myself -- that it’s going to get better. And it still won’t be perfect, but the only way is forward.” As part of our interview, Messersmith explained how Oatly leans on its origin story to differentiate itself from the growing number of oat milk brands coming to market and why focusing on the unnecessary has been a valuable part of its business strategy. Messersmith, a former Navy officer and longtime food and beverage executive, also discussed his approach to leadership and how he defines success. This episode is presented by ZoomEssence, the cool-tech powder flavor people. Show notes: 2:50: Interview: Mike Messersmith, General Manager, Oatly -- Messersmith, who leads Oatly’s U.S. operations, sat down with NOSH editor Carol Ortenberg and BevNET’s Jon Landis for a wide-ranging interview recorded in Boston, Mass. Messersmith spoke about the origins of Oatly, its decision to enter the U.S. and why the company is focusing solely on its fluid products stateside. He also discussed his title of “general manager” and what it entails, why he believes that “sometimes the thing that feels completely unnecessary is the most necessary,” and why the company hires for needs that are 6-12 months away. Messersmith also explains why Oatly promises to be a good, if not perfect, company, how the brand developed its voice and why optimism has to come from an authentic place. Brands in this episode: Oatly, Chobani

In this episode, we sit down with Darren Marshall and Ravi Kroesen, the CEO and Head Teamaker, respectively, of specialty tea company Smith Teamaker for a discussion exploring how a small company can influence an entire industry. Portland, Ore.-based Smith Teamaker was founded in 2009 by  Steven Smith, a legendary figure in the tea world best known as the creator of Tazo. The company is renowned for its expertise in blending and commitment to high quality sourcing, as well as its contribution in defining world standards for the tea industry. In our interview, Marshall and Kroesen discussed how Smith Teamaker has continued to grow based on the principles of “craft, creativity and origin” laid down by its founder, who died in 2015. They also explore how the company has continued to drive innovation  despite its relatively small size. “As a small business, we have not only an opportunity but an obligation to push the envelope and to create things that others might not have the ability to do,” Marshall said. As part of our conversation, Marshall and Kroesen spoke about their unique career paths to Smith and their roles as stewards of its founder’s legacy. The pair also explained why the company is taking a patient approach to growth and why becoming a billion-dollar brand is not in their plans. Show notes: 1:18: The Watertown Cooler -- The hosts chatted about a steady stream of visitors to BevNET HQ over the past week, including those from the founders of Nitro Beverage Co. and Rind Snacks. They also shared their thoughts on a new flask-bottled cocktail mixer brand and recalled a time when BevNET’s “product cave” looked very different than it does today. 14:35: Interview: Darren Marshall, CEO & Ravi Kroesen, Head Teamaker, Smith Teamaker -- In an interview recorded at the 2019 Speciality Coffee Association Expo, Marshall and Kroesen discussed their respective career paths to Smith Teamaker, along with the origins of the company and its mission. They also spoke about the current state of the tea industry, how Smith attempts to differentiate itself and why they look “outside the tea world for a lot of inspiration.” Later, they explained the company’s approach to consumer education and what trends they see as guiding the future of the industry. Brands in this episode: Smith Teamaker, Nitro Beverage Co., Rind Snacks, Food Should Taste Good, Tazo, Proposition Cocktail

Better-for-you booze? It may sound like an oxymoron, but a growing cohort of healthier alcoholic beverages have been finding a receptive audience in recent years. Often promoted as low-calorie, low-carb, or infused functional benefits, these products are resonating with a growing number of consumers focused on health and wellness. That’s certainly the case for Boochcraft, a three-year-old hard kombucha brand that has been making waves in its home market of Southern California. In an interview included in this episode, Boochcraft co-founder and CMO Adam Hiner said that while the company originally believed that its consumers would be traditional kombucha drinkers, “we were blown away by the diversity of [people] that we’ve attracted, some of which have never had kombucha.”   “It’s broadened our scope of the way we can talk about the product and the way we can market it.” he said. As part of our conversation, Hiner discussed the origins of the brand and shared his perspective on the trend of healthier drinking. He also spoke about why Boochcraft is resonating with consumers beyond those that are regular kombucha drinkers, the challenges of forecasting demand for a nascent category, and why he sees the company as competing against itself. Show notes: 2:39: Interview: Adam Hiner, Co-Founder/CMO, Boochcraft -- In an interview recorded at Boochcraft’s brewing facility and headquarters in San Diego county, Hiner discussed his initial experience with kombucha and why he began to brew and sell it at his restaurant. He also explained why describing Boochcraft as a “high-alcohol kombucha” attracts a broad range of consumers and what product attributes resonate most with its customers. He also discussed how the company forecasts demand for a nascent trend, he and his two co-founders determined their highest value, the sense of urgency to “not get left behind,” and why he credits Michelob Ultra for spurring the trend of better-for-you alcoholic beverages. Brands in this episode: Boochcraft, GT’s Kombucha, House Beer, Clover Juice, Verve Coffee

Getting into the food business was a “no-brainer” for Patagonia. That’s according to Birgit Cameron, the managing director of Patagonia Provisions, the food and beverage arm of the environmentally-focused apparel company. Launched in 2013, the brand markets a variety of responsibly sourced products, including bison jerky, tinned mussels, seeds and even beer. In an interview included in this episode, Cameron explained that “if you think of Patagonia as this overarching environmental company that’s been dealing with agriculture for many, many years... food was such a natural progression for us.” “Because agriculture as it relates to food is one of the biggest contributors to climate change,” she said. “It felt like a natural segue to say, ‘we know what we know on the apparel side, what are the other things we can do to really shift the supply chain, shift the thinking around climate issues and agriculture?’” Listen to our full interview with Cameron, who spoke about the origins and development of the brand, opportunities and challenges derived from the brand’s alignment with its parent company and why an uncommon innovation strategy is critical to its overarching mission. Show notes: 1:23: San Diego Shandy -- Back at BevNET HQ after a few days on the West Coast, Ray spoke about his visit to San Diego, where he recorded interviews with Mamma Chia founder and CEO Janie Hoffman and Boochcraft co-founder/CMO Adam Hiner (to be featured in Taste Radio Ep. 162). Meanwhile, John, Mike and Jon munched away at some savory snacks sent to the office in recent days and chatted about La Colombe’s new Cherry Shandy coffee. 8:35: Interview: Birgit Cameron, Managing Director, Patagonia Provisions -- Cameron met up with BevNET editor in chief Jeff Klineman and NOSH editor Carol Ortenberg at Expo West 2019 where she discussed Patagonia founder Yvon Chouinard’s initial concept for a food brand and how it was developed. She also spoke about how Patagonia has incubated the Provisions brand and why the company takes a multi-prong approach to its retail strategy. Later Cameron explained why “everything [the brand] makes has a deep reason for being,” how Patagonia is attempting to position its food products for broad appeal, and how its work with documentary filmmakers is helping to connect consumers to their food sources. Brands in this episode: Patagonia Provisions, Nick’s Sticks, Smart Alex Foods, Mamma Chia, Boochcraft, JuneShine, Babe Kombucha, Seven Cold Brew, La Colombe

As Mamma Chia was sprinting to runaway success, an error in judgment nearly caused its demise. Up until that point, the company’s star was on a steady rise. Within a year of its market debut in 2010, its innovative chia-based beverages were distributed in thousands of stores, including nationally at Whole Foods. A few months later, founder Janie Hoffman was highlighted in a widely-read New York Times article about growing consumer demand for chia. Mamma Chia has since evolved into a platform brand that also markets snacks and other foods and is one of the leading brands in the chia space. But when the addition of several new hires threatened to upend the company itself, Hoffman who joined us for an interview included in this episode, was forced to reassess her approach while steering the brand through a potential crisis. “We had gotten to a place where I thought we needed to get to that next step, and I valued experience over cultural fit and [the hires] were absolutely disastrous,” Hoffman said. “They really were. It’s a miracle the company survived it. That’s how damaging those hires were.” As part of a wide-ranging conversation, Hoffman spoke about the origins of Mamma Chia and how she created the foundation for its rapid ascent. She also discussed the importance of a supportive professional network and shared a painful lesson about hiring for experience versus cultural fit. Janie also explained her belief that “you can’t teach attitude” and why everyday happiness starts with a joyful spirit. Show notes: 2:47: Interview: Janie Hoffman, Founder/CEO, Mamma Chia -- In an interview recorded at Mamma Chia headquarters in Carlsbad, Calif., Hoffman spoke about her personal experience with chia and how it led the brand’s creation. She also discussed how she evaluated the opportunity for Mamma Chia, why pre-launch market research was critical to her first meeting with Whole Foods and the brand’s early development, and how she attracted Honest Tea co-founder Seth Goldman as an investor and advisor. Later, she explained why hiring experienced professionals who were not fully aligned with the company’s mission caused very serious problems and how the current staffing process resulted in a new president of Mamma Chia. Finally, Hoffman discussed industry competition, why she’s turned down offers to sell the company and why meditation is key to her “spiritual hygiene.” Brands in this episode: Mamma Chia, Honest Tea, Beyond Meat

When assessing funding opportunities for early- and mid-stage companies, First Beverage Group, an investment and advisory firm that works with and invests in brands across the beverage spectrum, has a category-first mindset. First Beverage believes that “the tail winds of a strong category -- no what that dynamic might be -- can always help a business as it’s starting to get off the ground early,” according to vice president Joe Angiuli, who, along with managing partner Jack Belsito and managing director Bob Nakasone, joined us for an interview included in this episode. That approach has guided the firm as it has made investments in fast-growing brands, including Essentia, Health-Ade Kombucha and Q Drinks. As part of our conversation, the trio spoke about the about the First Beverage’s portfolio and investment philosophy and how they evaluate synergies with entrepreneurial brands. They also discussed the current funding environment for the food and beverage industry, which categories might be best suited to weather a potential downturn, and why CBD is not the only cannabis-based ingredient that’s caught the attention of First Beverage. Show notes: 1:18: The New Way To ‘Gram Your Pepsi Lime — It’s a brave new world out there: PepsiCo is putting lime juice in its flagship cola and perfect Instagram posts are a thing of the past. The hosts break it all down in the opening minutes of the episode. 8:39: Jack Belsito, Bob Nakasone & Joe Angiuli, First Beverage Group — In an interview recorded at Expo West 2019, Taste Radio editor Ray Latif spoke with Belsito, Nakasone and Angiuli about their backgrounds and roles with First Beverage and discussed how the firm’s mission has shaped its portfolio. They also explained why they value entrepreneurs that are “coachable,” and why they believe the energy category will continue to grow and evolve. Later, they spoke about the firm’s perspective on CBD and THC, what growth stage First Beverage usually invests in a brand and what entrepreneurs shouldn’t say in a pitch meeting. Brands in this episode: Pepsi, KeVita, Health-Ade, Essentia, Q Drinks, Project Juice, Repsly, Gem&Bolt, Laws Whisky House, VitaCup

Nearly 20 years ago Jesse Laflamme came home from college to find his family’s egg brand, Pete and Gerry’s, on the precipice. Consolidation in the egg and retail grocery industries left the company in turmoil and on the verge of bankruptcy. Despite the urging of his parents to consider another career, Laflamme, now the CEO of Pete and Gerry’s, was committed to the brand and solving its problems. Over the past two decades, Laflamme has led a turnaround that’s seen the company grow from a struggling business into one of the country’s leading egg brands, pulling in over $200 million in sales in 2018. In an interview included in this episode, Laflamme spoke about how Pete and Gerry's not only got back on its feet, but excelled beyond anyone’s expectations. Show notes: 2:44: Interview: Jesse Laflamme, CEO, Pete and Gerry's -- Laflamme traveled from New Hampshire to BevNET HQ for an interview that explored the highs and lows of his 20-year career at Pete and Gerry’s, his family’s egg farming business. Laflamme discussed how consolidation in the egg industry negatively affected small farms, including his family’s, and detailed the stark differences between conventional egg producers and that of small and organic ones. He also spoke about why Pete and Gerry’s shift to organic production was a “Hail Mary” that helped save the company and how the move helped win over some mainstream grocery chains. Later he discussed how he learned on the job as CEO, why never being complacent was key to the company growth, and why he undertook a major change in the company’s business strategy by partnering with organic egg farm across the country. Laflamme also spoke about surrounding himself with experienced and talented operations and marketing professionals gave the company a foundation for rapid growth and why he is vehemently fighting a PETA-supported lawsuit that alleges the company does not treat its hens as well as advertised. Brands in this episode: Pete and Gerry's, Carol’s Eggs, Nellie’s

You might have put time, money, blood, sweat and tears into building your brand, but at the end of the day it doesn’t belong to you. That’s the perspective of Christian Krogstad and Thomas Mooney, the co-founders of Westward Whiskey, which helped establish the rapidly growing American single-malt whiskey category. As part of a wide-ranging conversation included in this episode, Krogstad and Mooney explained that consumers, via their palates and wallets, are Westward’s true owners. “We share a belief that it’s Westward, not either of us, that should be famous,” Mooney said. “And that we want our whiskey to do the talking. Ultimately, brands belong to the people who enjoy them, not to the people who make the products.” Originally founded as House Spirits Distillery in 2004, Westward was one of several brands in a broad portfolio that included Aviation Gin -- since acquired by actor Ryan Reynolds -- and others. Following an investment from Distill Ventures, the venture capital arm of beer and spirits conglomerate Diageo, in 2018, the Portland, Ore.-based company shifted its primary focus to Westward, a single-malt whiskey that draws inspiration from Oregon’s deep-rooted craft beer culture. As part of our conversation, Krogstad and Mooney spoke about Westward’s origins and explained why it was important for them to develop a personal relationship prior to formalizing their professional one. They also discussed the company’s alignment with Distill Ventures and how they determined it was the right partner, what the notion of a “better whiskey” means to them and why compelling innovation means giving people something they “never realized they wanted.” Show notes: 1:46: John at Kon, DragNet & a Whole Lotta Protein -- John and Mike returned to the studio after a week away from the office and discussed their trips to L.A. and Vermont, respectively. John also spoke about his experience at KombuchaKon, an annual trade show focused on the business of kombucha, where he presented on a panel and sampled a wide variety of products, including one from Iceland. He also explained the concern among KombuchaKon attendees in how some brands are marketing and promoting their products. Later, the hosts bantered about the development of the market for CBD in L.A. and chatted about a few notable products that came into the office over the past week. 19:25: Christian Krogstad/Thomas Mooney, Co-Founders, Westward Whiskey -- Krogstad and Mooney joined Taste Radio editor Ray Latif for an interview recorded at the Westward Whiskey distillery in Portland, Ore. Krogstad spoke about his background in craft brewing and how it led to him to launch a distillery and Mooney discussed how his experience with CPG conglomerates provided him with both a foundation and thirst for entrepreneurship. Later, they explained why partnership with a strategic investor has long been part of the company’s business strategy and how they developed a relationship with Distill Ventures long before its investment in Westward. They also spoke about Westward’s “beer-philic” approach to distilling and why a limited marketing budget means that they “can never be complacent in product development.” Brands in this episode: Nutty Steph's, Alchemist Beer, Kombucha Iceland, GT’s Living Foods, Brew Dr. Kombucha, Humm Kombucha, Boochcraft, Dosist, Cha Cha Matcha, Smashpack, Muscle Milk, OWYN, Smarties, Protes, Lemon Perfect, Westward Whiskey, McMenamins, Fiji Water

It’s remarkable to hear John Bello’s current take on SoBe, the lifestyle beverage brand that he co-founded and sold to PepsiCo for nearly $400 million. Already an accomplished marketing executive when he launched the brand in 1996, Bello helped shape SoBe’s healthy halo and exotic vibe by infusing its drinks with trendy functional ingredients like ginseng and ginkgo biloba. However, he admits that SoBe was essentially “sugar water” packaged and designed to give consumers what they believed to be a healthier option. “There was a user base that liked the fact that there was ginseng, ginkgo and guarana in it,” he said. “And almost every week on every lifestyle show they would be talking about something new that could make you stronger, smarter, skinnier and sexier, and that’s what we promoted. The reality was, we were sugar water. We had a user base that really felt that what they were drinking was better than the alternatives.” Bello’s admission is part of an intriguing conversation included in this episode. In it, he expounded upon the development of SoBe, including early missteps and why coming of age during an era of “healthy hedonism” turned it into a top-seller.  He also chronicled his long career as a business executive and entrepreneur, which began with an ROTC scholarship and a tour of duty in the Vietnam War and included roles with General Foods and the NFL. Bello also explained why he accepted an offer to become chairman of Reed’s, a ginger-centric brand of craft sodas, and how he views its products as providing the kind of functional benefits that SoBe lacked. Show notes: 2:42: Interview: John Bello, Co-Founder, SoBe/Chairman, Reed’s -- In an interview recorded at Reed’s headquarters in Norwalk, Conn., Bello recounted how his experience in the Navy provided a foundation for his business career and how he earned the nickname “Merchant of the Mekong Delta” during the Vietnam War. He also explained why working on the Sanka brand while at General Foods was his “first exposure to wellness,” and what he learned about branding and distribution while at PepsiCo. Later, he spoke about his experience as the vice president of marketing for NFL Properties and how it gave him his first taste of entrepreneurship and how a stint at AriZona paved the way for SoBe’s marketing strategy. He also explained why the initial concept for SoBe failed and how the brand’s embrace of “healthy hedonism” and timely distribution opportunities gave it a runway for success. Finally, he spoke about why he joined Reed’s and why he views its ginger beer brand as potentially filling a void in major beverage portfolios. Brands in this episode: SoBe, Reed’s, Maxwell House, Sanka, AriZona, Mountain Dew, Pepsi, Hint, LaCroix, Goslings, Cock'n Bull, Fever-Tree, Bundaberg, BodyArmor