In this episode:

On this week’s episode of the NOSH Podcast, NOSH editor Carol Ortenberg and reporter Brad Avery chat about Orchard Valley Harvest’s “No Nut November” ad campaign, including the importance of knowing your target audience when taking a risk with marketing. Then the two muse over Getir’s acquisition of FreshDirect and what the future holds for grocery delivery. In the featured interview, Brazi Bites cofounder and CMO Junea Rocha shares how and why the brand expanded into the frozen waffle set and why building a successful food company involves more than just having a good product.

Show Highlights:

2:10 - Brad and Carol discuss Orchard Valley Harvest’s new provocative ad campaign and talk about the tenuous line brands must walk with risque marketing campaigns.

9:00 - What does the acquisition of FreshDirect by Getir mean for quick service delivery in the Northeast? Why was Ahold Delhaize willing to part ways with FreshDirect after purchasing it in 2021? These are the questions that Brad and Carol ponder while chatting about  the grocery delivery deal.  

12:50 - Brazi Bites co-founder Junea Rocha joins the podcast to explain how TikTok posts of consumers “waffling” the company’s Brazilian cheese bread ultimately led it to enter the breakfast category.

21:00 - Building a brand and launching a new SKU comes down to more than just having a good product. Rocha discusses how finding the right retailer who can put the product in the baskets of the target consumer is just as important to growth.

27:15 - Rocha talks about one of its less successful products and why sometimes a discontinued product can be just as helpful in moving a company forward as a home run.

 

“Our industry is very impatient…You can have a great product and get shelf space, but if it doesn't get discovered in time for you to drive the velocity that you need, then it's going to fall off the shelf the next year.”

- Junea Rocha, Brazi Bites cofounder and CMO

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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