In this episode of the Behind the Food Podcast, Christina Dordrecht, founder of Willis, shares her journey from a successful career in advertising to launching a plant-based milk brand. She discusses the challenges of entrepreneurship, the importance of family dynamics in business, and the commitment to health and wellness that drives her brand. Christina emphasizes the significance of consumer insights, the role of heritage in product development, and the need for innovation in the food industry. The conversation also touches on the impact of personal experiences, such as her battle with cancer, on her perspective as an entrepreneur.

00:00 The Journey to Entrepreneurship

03:01 Building a Family Business

05:52 Navigating Personal and Professional Dynamics

08:52 The Importance of Boundaries

11:53 Early Signs of Success

14:54 The Impact of Health on Business

17:44 Product Development and Iteration

20:43 Heritage and Values in Product Creation

23:52 Adapting to Market Changes

26:50 The Role of Resilience in Entrepreneurship

33:12 Embracing Adversity and Growth

39:27 Creativity Born from Challenges

44:34 Consumer Evolution and Market Trends

55:36 Innovations and Future Directions for Willows

Connect with Our Guest

Website - Use Code BEHINDTHEFOOD

Instagram

TikTok

LinkedIn

Connect with the Hosts

👤 Jimmy Feeman – Linktree

👤 Daniel Yarzagaray – LinkedIn