What It Really Takes To Build a Food Business: Part 2
How I Built This with Guy Raz
Deep Dive
Why did Becca Milstein focus on influencer marketing for Fishwife?
To gauge early product-market fit and generate excitement around the brand.
How did Becca Milstein handle the challenge of limited funds for influencer marketing?
She bootstrapped the business for eight months, relying on influencers' genuine excitement rather than payments.
Why did Brian Rudolph avoid being prescriptive with influencers promoting Bonza?
To see how influencers naturally used the product and gather market research.
How did Brian Rudolph's strategy with end caps in grocery stores benefit Bonza?
End caps led to immediate trial and repeat purchases, serving as a case study for retailers.
Why did Kawe Suplicy focus on demos and sampling for Barnana?
To encourage trial and educate consumers on the product's unique attributes.
What lesson did Becca Milstein learn from her co-founder experience?
The importance of upfront hard conversations and aligning on vision and values.
How did Brian Rudolph respond to the claim about a chemical in Bonza pasta?
He published a quick statement addressing the issue and provided testing results.
Why does Becca Milstein emphasize brand marketing for Fishwife?
To create a unique customer experience and build a loyal customer base.
How does Kawe Suplicy view the success of Barnana?
Success is measured by the impact on reducing food waste and helping communities.
What is Brian Rudolph's vision for Bonza's ultimate success?
To inspire increased bean consumption and improve the quality of pasta products.
- Fishwife used influencer marketing and compelling packaging to attract consumers.
- Bonza leveraged social media influencers and end caps in grocery stores to increase product visibility.
- Barnana invested in demos and storytelling to highlight their sustainable sourcing practices.
Shownotes Transcript