Taste Radio

Ray DeRosa, the founder and CEO of dandelion-based tea brand Lion Tea, knows that it's an uphill battle getting consumers to understand why they should drink his products. How do you communicate the detoxifying and digestive health benefits of the beverages without a significant financial investment in consumer education that start-up companies like his rarely have?

As DeRosa explained in an interview included in this episode, he's tackled this issue by using a simple, yet powerful and efficient method to create brand loyalists: direct conversations with potential consumers.

"There's really nothing that compares in the early days to just talking to 50 or 75 people about your product," he said. "It took us a long time to realize that if we let people try our product and understand the functionality, they're going to come back for it."

As part of our interview, DeRosa shared his journey as a beverage entrepreneur and how he weathered early stumbles on his way towards securing national distribution for Lion Tea at natural grocery chain The Fresh Market and a fast-growing e-commerce business on Amazon. He also spoke about why "finding the partners that are going to provide you extraordinary support in the early days ultimately make you successful" and how mentorship from Health-Ade Kombucha Co-Founder/CEO Daina Trout supported his development as a leader.

Show notes:

1:36: A Scary Way to Start The Show -- The hosts discussed the variety of new shot brands and products that came into the office this week, including a line of CBD-infused shots from Sunday Scaries, whose booth at Expo West 2019 had an impact on BevNET CMO Mike Schneider. They also spoke about why the direct message feature on Instagram has become a useful way to communicate with industry professionals, why Mike isn't crazy about "yummus," and an interesting new brand of matcha beverages.

11:00: Interview: Ray DeRosa, Founder/CEO, Lion Tea -- DeRosa spoke with Taste Radio editor Ray Latif about how his experience with a rare eye condition spurred the creation of Lion Tea, his experience as a competitor in New Beverage Showdown 13 at BevNET Live Summer 2017 and why entrepreneurs should be realistic about rapid growth expectations. He also explained why simply surviving the first two years provided the company with a foundation for growth, why he "drew a line in the sand" when reassessing Lion Tea's retail strategy and how it benefited the company, why brand ambassadors have been critical to the brand's development and how he collates and quantifies raw sales data from Amazon.

Brands in this episode: Sunday Scaries, Ethan's, Stonyfield Farm, Back Bay Roasters, Just N' Case, Grillo's, Min's Matcha, Lion Tea, Health-Ade Kombucha

Ray DeRosa, the founder and CEO of dandelion-based tea brand Lion Tea, knows that it’s an uphill battle getting consumers to understand why they should drink his products. How do you communicate the detoxifying and digestive health benefits of the beverages without a significant financial investment in consumer education that start-up companies like his rarely have? 

As DeRosa explained in an interview included in this episode, he’s tackled this issue by using a simple, yet powerful and efficient method to create brand loyalists: direct conversations with potential consumers.

“There’s really nothing that compares in the early days to just talking to 50 or 75 people about your product,” he said. “It took us a long time to realize that if we let people try our product and understand the functionality, they’re going to come back for it.”

As part of our interview, DeRosa shared his journey as a beverage entrepreneur and how he weathered early stumbles on his way towards securing national distribution for Lion Tea at natural grocery chain The Fresh Market and a fast-growing e-commerce business on Amazon. He also spoke about why “finding the partners that are going to provide you extraordinary support in the early days ultimately make you successful” and how mentorship from Health-Ade Kombucha Co-Founder/CEO Daina Trout supported his development as a leader.

Show notes:

1:36: A Scary Way to Start The Show -- The hosts discussed the variety of new shot brands and products that came into the office this week, including a line of CBD-infused shots from Sunday Scaries, whose booth at Expo West 2019 had an impact on BevNET CMO Mike Schneider. They also spoke about why the direct message feature on Instagram has become a useful way to communicate with industry professionals, why Mike isn’t crazy about “yummus,” and an interesting new brand of matcha beverages.

11:00: Interview: Ray DeRosa, Founder/CEO, Lion Tea -- DeRosa spoke with Taste Radio editor Ray Latif about how his experience with a rare eye condition spurred the creation of Lion Tea, his experience as a competitor in New Beverage Showdown 13 at BevNET Live Summer 2017 and why entrepreneurs should be realistic about rapid growth expectations. He also explained why simply surviving the first two years provided the company with a foundation for growth, why he “drew a line in the sand” when reassessing Lion Tea’s retail strategy and how it benefited the company, why brand ambassadors have been critical to the brand’s development and how he collates and quantifies raw sales data from Amazon.

Brands in this episode: Sunday Scaries, Ethan’s, Stonyfield Farm, Back Bay Roasters, Just N’ Case, Grillo’s, Min’s Matcha, Lion Tea, Health-Ade Kombucha

Immersed in the booming business of esports, G Fuel, a fast-growing brand of gamer-focused energy powders and ready-to-drink beverages, is pressing all the right buttons.

Since its debut in 2014, G Fuel's rapid ascent has mirrored that of competitive video gaming, an industry expected to top $1 billion in revenue this year. Having amassed a loyal following of esports participants and enthusiasts, G Fuel products generated overall sales of $25 million last year; according to Cliff Morgan, founder of G Fuel parent company Gamma Labs, its powders alone are currently pulling in $1 million per week.

In an interview included in this episode, Morgan, an investment banker turned beverage entrepreneur, spoke about G Fuel's development and how it has been able to weave itself into the social fabric of the gaming community through influencer marketing, partnerships and original content. He also discussed the importance of constant and focused interaction with G Fuel's consumers through digital platforms like Twitch and why he's taken a personal interest in the brand's social media initiatives.

Show notes:

2:41: Cliff Morgan, Founder/CEO, Gamma Labs -- In a call with Taste Radio editor Ray Latif, Morgan spoke about the emergence of esports in mainstream culture, including the recently held Fortnite World Cup, a gaming competition that attracted two million viewers. He also discussed the genesis of the brand's alignment with esports, its communication strategy and how it works with influencers to create "an authentic integration within the gamer lifestyle." He also explained the company's hiring process, why most employees engage with consumers via their personal social media accounts and how Twitch, a live streaming platform popular with the gaming community, has become a critical part of the brand's marketing strategy. Finally, Morgan spoke about the opportunities and challenges in launching G Fuel's ready-to-drink line, which debuted earlier this month.

Brands in this episode:

G Fuel, Bang, Monster, Red Bull

Immersed in the booming business of esports, G Fuel, a fast-growing brand of gamer-focused energy powders and ready-to-drink beverages, is pressing all the right buttons.

Since its debut in 2014, G Fuel’s rapid ascent has mirrored that of competitive video gaming, an industry expected to top $1 billion in revenue this year. Having amassed a loyal following of esports participants and enthusiasts, G Fuel products generated overall sales of $25 million last year; according to Cliff Morgan, founder of G Fuel parent company Gamma Labs, its powders alone are currently pulling in $1 million per week.

In an interview included in this episode, Morgan, an investment banker turned beverage entrepreneur, spoke about G Fuel’s development and how it has been able to weave itself into the social fabric of the gaming community through influencer marketing, partnerships and original content. He also discussed the importance of constant and focused interaction with G Fuel’s consumers through digital platforms like Twitch and why he’s taken a personal interest in the brand's social media initiatives.  

Show notes: 

2:41: Cliff Morgan, Founder/CEO, Gamma Labs -- In a call with Taste Radio editor Ray Latif, Morgan spoke about the emergence of esports in mainstream culture, including the recently held Fortnite World Cup, a gaming competition that attracted two million viewers. He also discussed the genesis of the brand’s alignment with esports, its communication strategy and how it works with influencers to create “an authentic integration within the gamer lifestyle.” He also explained the company’s hiring process, why most employees engage with consumers via their personal social media accounts and how Twitch, a live streaming platform popular with the gaming community, has become a critical part of the brand’s marketing strategy. Finally, Morgan spoke about the opportunities and challenges in launching G Fuel’s ready-to-drink line, which debuted earlier this month.

Brands in this episode: 

G Fuel, Bang, Monster, Red Bull

In this episode, we're joined by Rizal Hamdallah, the Global Chief Innovation Officer of Ocean Spray, for a discussion about how companies of all sizes can use innovation to positively impact the food system.

Hamdallah recently arrived at Ocean Spray from Tyson Foods, where he served as managing director of the company's Innovation Lab, an incubation unit designed to rapidly bring new and potentially disruptive products to market. In his current role, he's focused on a similar mission: helping the farmer-owned cooperative develop new, health-focused products.

As part of our conversation, Hamdallah explained why he's bullish about the future of personalized nutrition, how the company attempts to "develop and deliver innovative products that consumers didn't even know they needed," why he views Ocean Spray's size as a key advantage over smaller companies, and why he's critical of how some brands are promoting sustainability.

Show notes:

1:16: Livin' That New-Age Life -- The hosts sipped and snacked their way through a dozen new food and beverage products sent to the office over the past week, including CBD-infused coconut water and coffee, cheese-dusted granola, and chocolate-covered chickpeas. Later on, Mike remarked on the number of new hydration-focused powders coming to market.

15:33: Rizal Hamdallah, Global Chief Innovation Officer, Ocean Spray -- In an interview recorded at Ocean Spray's new Boston office, Hamdallah spoke with Taste Radio editor Ray Latif about his new role with the company, why he views Boston as a key hub for the food and beverage industry, how he defines "innovation" and the elements of an innovative concept. He also explained why companies need to incorporate the "self-centered" mentality of modern consumers into their innovation strategy, why leaders have to "walk the walk," and why testing and learning must include constant iteration. Finally, he offered his take on a few major food trends, including plant-based formulations, reduced sugar and sustainability.

Brands in this episode: C-WTR, Good Day, Nix and Kix, Seven Teas, Moti, Health-Ade Kombucha, Coco To Go, Bumble and Butter, Smartfood, Stonyfield, lil'gourmets, Lebby Snacks, Biena, Whoppers, Gatorade, BodyArmor, Skratch Labs, Superieur Electrolytes, Cure Hydration, Benni, SoS Hydration, Liquid I.V., Barnacle Foods, Ocean Spray, Tyson Foods

In this episode, we’re joined by Rizal Hamdallah, the Global Chief Innovation Officer of Ocean Spray, for a discussion about how companies of all sizes can use innovation to positively impact the food system.

Hamdallah recently arrived at Ocean Spray from Tyson Foods, where he served as managing director of the company’s Innovation Lab, an incubation unit designed to rapidly bring new and potentially disruptive products to market. In his current role, he’s focused on a similar mission: helping the farmer-owned cooperative develop new, health-focused products. 

As part of our conversation, Hamdallah explained why he’s bullish about the future of personalized nutrition, how the company attempts to “develop and deliver innovative products that consumers didn't even know they needed,” why he views Ocean Spray’s size as a key advantage over smaller companies, and why he’s critical of how some brands are promoting sustainability.

Show notes:

1:16: Livin’ That New-Age Life -- The hosts sipped and snacked their way through a dozen new food and beverage products sent to the office over the past week, including CBD-infused coconut water and coffee, cheese-dusted granola, and chocolate-covered chickpeas. Later on, Mike remarked on the number of new hydration-focused powders coming to market.

15:33: Rizal Hamdallah, Global Chief Innovation Officer, Ocean Spray -- In an interview recorded at Ocean Spray’s new Boston office, Hamdallah spoke with Taste Radio editor Ray Latif about his new role with the company, why he views Boston as a key hub for the food and beverage industry, how he defines “innovation” and the elements of an innovative concept. He also explained why companies need to incorporate the “self-centered” mentality of modern consumers into their innovation strategy, why leaders have to “walk the walk,” and why testing and learning must include constant iteration. Finally, he offered his take on a few major food trends, including plant-based formulations, reduced sugar and sustainability.

Brands in this episode: C-WTR, Good Day, Nix and Kix, Seven Teas, Moti, Health-Ade Kombucha, Coco To Go, Bumble and Butter, Smartfood, Stonyfield, lil'gourmets, Lebby Snacks, Biena, Whoppers, Gatorade, BodyArmor, Skratch Labs, Superieur Electrolytes, Cure Hydration, Benni, SoS Hydration, Liquid I.V., Barnacle Foods, Ocean Spray, Tyson Foods

If you're familiar with yerba mate, you're probably familiar with Guayaki.

Founded in 1996, Guayaki was one of the first companies to introduce yerba mate -- a naturally caffeinated herbal infusion native to South America -- to U.S. consumers. In the years since, the brand, which markets a range of ready-to-drink and loose leaf products, helped create a loyal and rapidly expanding market for the beverage, while establishing itself as a vertically integrated company driven by responsible and sustainable business practices.

In an interview included in this episode, co-founder David Karr discussed why a focus on "regenerative thinking" throughout the company's growth has guided its business strategy, rather than "an end dollar, an end goal."

"There's no end game," he said. "It's a mindset. The greatest influence we're going to have as a tribe or as a collective is to inspire rather than to have to do it all ourselves."

Within our conversation, Karr opened up about Guayaki and its origins, how the brand creates evangelists for yerba mate, why he considers the business as "a reforestation vehicle," how the company communicates its mission to consumers and its unique approach to distribution and hiring.

Show notes:

2:29: David Karr, Co-Founder, Guayaki -- Karr met with BevNET CMO Mike Schneider in Brooklyn and discussed his journey as the co-founder of Guayaki. Karr explained how the brand got its name, how his experience studying abroad in Europe shaped his business perspective and the story of his introduction to mate via co-founder Alex Pryor. He also spoke about why he abandoned plans to start a tech company in favor of launching Guayaki, the early days of demoing the brand across California in a Volkswagen bus and having personally served millions of cups to consumers, why he believes that "time is an illusion" and what it makes to "make it" as an entrepreneur. He also discussed Guayaki's "Market Driven Regeneration" business model and how he measures its impact, staying privately-owned, the company's approach to self-distribution and its goal to hire 10,000 formerly incarcerated people over the next decade.

Brands in this episode: Guayaki, Red Bull

If you’re familiar with yerba mate, you’re probably familiar with Guayaki. 

Founded in 1996, Guayaki was one of the first companies to introduce yerba mate -- a naturally caffeinated herbal infusion native to South America -- to U.S. consumers. In the years since, the brand, which markets a range of ready-to-drink and loose leaf products, helped create a loyal and rapidly expanding market for the beverage, while establishing itself as a vertically integrated company driven by responsible and sustainable business practices. 

In an interview included in this episode, co-founder David Karr discussed why a focus on “regenerative thinking” throughout the company’s growth has guided its business strategy, rather than “an end dollar, an end goal.”

“There’s no end game,” he said. “It’s a mindset. The greatest influence we’re going to have as a tribe or as a collective is to inspire rather than to have to do it all ourselves.”

Within our conversation, Karr opened up about Guayaki and its origins, how the brand creates evangelists for yerba mate, why he considers the business as “a reforestation vehicle,” how the company communicates its mission to consumers and its unique approach to distribution and hiring.

Show notes: 

2:29: David Karr, Co-Founder, Guayaki -- Karr met with BevNET CMO Mike Schneider in Brooklyn and discussed his journey as the co-founder of Guayaki. Karr explained how the brand got its name, how his experience studying abroad in Europe shaped his business perspective and the story of his introduction to mate via co-founder Alex Pryor. He also spoke about why he abandoned plans to start a tech company in favor of launching Guayaki, the early days of demoing the brand across California in a Volkswagen bus and having personally served millions of cups to consumers, why he believes that “time is an illusion” and what it makes to “make it” as an entrepreneur. He also discussed Guayaki’s “Market Driven Regeneration” business model and how he measures its impact, staying privately-owned, the company’s approach to self-distribution and its goal to hire 10,000 formerly incarcerated people over the next decade.

Brands in this episode: Guayaki, Red Bull

This week's episode features interviews with the founders of three innovative brands and focuses on how each landed placement in their dream retailers. Jesse Wolfe, the founder of dressing brand O'Dang Hummus, Lisa Curtis, the founder of Kuli Kuli, a brand of moringa-based foods and beverages and Tyler Noyes, the co-founder of meat snack brand Kalahari Biltong, discussed their respective paths into popular chains, including Publix, Walmart, Sam's Club and Wegmans, and revealed key steps along the way.

Show notes:

1:21: The European Kombucha Tour & Pickles On a Beach -- The episode opens with John Craven fiddling with adaptogenic drops, discussing his recent visit to Europe and recounting the variety of kombucha brands he saw during his travels. The hosts also bantered about a kombucha product created for SodaStream, munched on superfood bars with compostable packaging, pondered as to whether Ray's beach attire is dissimilar from his everyday outfit, and spoke about a few ready-to-pour cocktail brands.

16:48: Interview: Jesse Wolfe, Founder/CEO, O'Dang Hummus -- In an interview recorded at the 2019 Summer Fancy Food Show, Wolfe spoke about the years-long process of getting O'Dang Hummus, a brand of hummus-based dressings, into Publix, a Florida-based chain of conventional grocery stores. Wolfe went into detail about how the brand, now distributed at 1,200 Publix locations, was conceived, why he believed that Publix was the right fit, his first interaction with the retailer, how an appearance "Shark Tank" kept it out of the chain and how the company ultimately won acceptance on shelf.

33:45: Interview: Lisa Curtis, Founder/CEO, Kuli Kuli -- Curtis, who appeared Taste Radio Ep. 98, sat down with editor Ray Latif at the 2019 Summer Fancy Food Show, for an interview about how Kuli Kuli landed at Walmart. As part of their conversation, Curtis explained why Walmart had been in her sights nearly since the brand's inception, how years of persistent email communication with a buyer eventually led to a key meeting, and why sales data was a critical part of getting on shelf. She also spoke about how an unplanned car ride with a fellow entrepreneur played an important role in winning placement at Sam's Club and why the wholesale/club retailer was interested in bringing the brand into its stores.

46:18: Interview: Tyler Noyes, Co-Founder, Kalahari Biltong -- Noyes met with Latif at BevNET HQ in Watertown, Mass. and spoke about the origins of Kalahari Biltong, a brand of thinly-sliced meat snacks, and why he identified Wegmans, a regional grocery chain known for its product selection and shopping experience, as its ideal retailer. He also explained how the company's strong relationship with its national distribution partner, paved the way to placement at Wegmans, how e-commerce data helped seal the deal, and how Kalahari is supporting the brand at the retailer's nearly 100 locations.

Brands in this episode: Lokai, Health-Ade, SodaStream, Soda Press Co., MiO, GT's Kombucha, LivBar, Clif Bar, Rick's Picks, On The Rocks, LIQS, Fireball, Knob Creek, Cruzan Rum, Straightaway Cocktails, OWYN, Soylent, Fly By Jing

This week’s episode features interviews with the founders of three innovative brands and focuses on how each landed placement in their dream retailers. Jesse Wolfe, the founder of dressing brand O’Dang Hummus, Lisa Curtis, the founder of Kuli Kuli, a brand of moringa-based foods and beverages and Tyler Noyes, the co-founder of meat snack brand Kalahari Biltong, discussed their respective paths into popular chains, including Publix, Walmart, Sam’s Club and Wegmans, and revealed key steps along the way.

Show notes:

1:21: The European Kombucha Tour & Pickles On a Beach -- The episode opens with John Craven fiddling with adaptogenic drops, discussing his recent visit to Europe and recounting the variety of kombucha brands he saw during his travels. The hosts also bantered about a kombucha product created for SodaStream, munched on superfood bars with compostable packaging, pondered as to whether Ray’s beach attire is dissimilar from his everyday outfit, and spoke about a few ready-to-pour cocktail brands.

16:48: Interview: Jesse Wolfe, Founder/CEO, O’Dang Hummus -- In an interview recorded at the 2019 Summer Fancy Food Show, Wolfe spoke about the years-long process of getting O’Dang Hummus, a brand of hummus-based dressings, into Publix, a Florida-based chain of conventional grocery stores. Wolfe went into detail about how the brand, now distributed at 1,200 Publix locations, was conceived, why he believed that Publix was the right fit, his first interaction with the retailer, how an appearance “Shark Tank” kept it out of the chain and how the company ultimately won acceptance on shelf.

33:45: Interview: Lisa Curtis, Founder/CEO, Kuli Kuli -- Curtis, who appeared Taste Radio Ep. 98, sat down with editor Ray Latif at the 2019 Summer Fancy Food Show, for an interview about how Kuli Kuli landed at Walmart. As part of their conversation, Curtis explained why Walmart had been in her sights nearly since the brand’s inception, how years of persistent email communication with a buyer eventually  led to a key meeting, and why sales data was a critical part of getting on shelf. She also spoke about how an unplanned car ride with a fellow entrepreneur played an important role in winning placement at Sam’s Club and why the wholesale/club retailer was interested in bringing the brand into its stores.

46:18: Interview: Tyler Noyes, Co-Founder, Kalahari Biltong -- Noyes met with Latif at BevNET HQ in Watertown, Mass. and spoke about the origins of Kalahari Biltong, a brand of thinly-sliced meat snacks, and why he identified Wegmans, a regional grocery chain known for its product selection and shopping experience, as its ideal retailer. He also explained how the company’s strong relationship with its national distribution partner, paved the way to placement at Wegmans, how e-commerce data helped seal the deal, and how Kalahari is supporting the brand at the retailer’s nearly 100 locations.

Brands in this episode: Lokai, Health-Ade, SodaStream, Soda Press Co., MiO, GT’s Kombucha, LivBar, Clif Bar, Rick’s Picks, On The Rocks, LIQS, Fireball, Knob Creek, Cruzan Rum, Straightaway Cocktails, OWYN, Soylent, Fly By Jing