The millennials have shown significant changes in their choice of products and willing to pay more for sustainable products. In my interview with Shawn Office, the co-founder and COO of Brew City Aqua, I learned about Caviar farming and how their business model is working with Millennials. The company provides a wide range of products from caviar, which it sells to its customers directly.

Caviar is considered the most expensive food in the world, costing you up to $4,500 per pound. In fact, this product has been a luxury item for years that graced the plates of the royalty and dignitaries. However, this seems to be changing as the new breed of companies offering this product are now focusing on the millennial. Like in the case of Brew Aqua City, company’s competitive edge is based on selling caviar fish products to the millennials. It is interesting to see how focus on the sustainable business model is the magic behind the company’s success in selling a luxury product to the millennials community.

In today's interview we learn how brands are selling luxury to the millennial audience more than to the older generations. This group of consumers is gravitating gradually towards sustainable and luxury products. Although competition in sustainable business industry is still low, the demand for their products is becoming more popular among the generations. Since people in this generation have a different set of values compared to older generations, they represent a unique customer base. They are both interested in buying sustainable products and willing to pay more for such products.