This week on the NOSH Podcast, Carol Ortenberg, Jeff Klineman, Adrianne DeLuca and Lukas Southard sit down to discuss celebrity branded coffee, a resolution to Miyoko Schinner’s battle with her former company and new (but veteran) leadership taking over Ben & Jerry’s. In the interview, Carol speaks with Jorge Gaviria, CEO and founder of Masienda, and its creative director Daniel Klein about how the company’s focus on video and storytelling  has fueled new growth in customer acquisition and retail placements -- and led to several James Beard award nominations this year.

In this episode:

1:20 - The team starts the podcast with a conversation about celebrity-backed coffee brands in light of Millie Bobby Brown’s announcement that her cosmetics brand Florence By Mills had released branded coffee.

8:35 - Carol explains the recent update (and seemingly end) to the legal battle between Miyoko Schinner and her former vegan cheese brand.

10:50 - Lukas talks to the team about the leadership change at Ben & Jerry’s and what it says about the brand’s legacy and future in the premium ice cream category.

17:00 - In the interview this week, Carol spoke with CEO and founder of Masienda Jorge Gaviria, and the company’s creative director Daniel Klein about the company’s digital marketing strategy of focusing on film.

22:15 - Gaviria talks about how the brand’s change in content strategy to longer form videos helped build customer acquisition. 25:08 - Klein explains his journey with the company and how video became a big part of not only telling Masienda’s story but telling the story of scaling sustainability among farmers in Latin America.

34:00 - Gaviria discusses how the brand’s videos and D2C strategy has allowed Masienda to go nationwide in Whole Foods Market and establish its retail presence.

 

"This is a testament to how global of a culture we're in right now. Bad Bunny is the highest grossing artists of all time -- [and] he doesn't do interviews in English, he literally just speaks Spanish…The times have changed, and have really embraced this deeper dive into cultures that maybe don't reflect your own, but are fascinating and deserve representation."

-Jorge Gaviria, Masienda CEO and founder

 

"Masienda has always been a brand with a lot of integrity and beauty in the work that they do. And we try to make that clear also in the video that we present." 

- Daniel Klein, Masienda Creative Director of Film and Video

 

About the NOSH Podcast

The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food.

New episodes are released every week. Send us comments and suggestions anytime to [email protected].

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