Taste Radio

Tofurky, which has been producing plant-based meat products since 1980, is the OG of animal protein alternatives. The brand always had a loyal following, but with consumer interest in plant-based meat surging in recent years, sales of Tofurky products, which are distributed on six continents, reached $40 million in 2018. Tofurky president and CEO Jamie Athos recently joined us for a wide-ranging interview included in this episode in which he discussed the origins of Tofurky and how the brand has evolved over its nearly four decades on the market. Athos also discussed current challenges for plant-based meat companies, executing and learning from a recent brand revamp, the reason that Tofurky has resisted acquisition offers and why he believes that plant-based ham has to taste great, but doesn't have to taste exactly like... ham.

Show notes:

2:57: Interview: Athos sat down with NOSH editor Carol Ortenberg for an interview recorded at the Alternative Protein Show, an annual industry networking event in San Francisco. As part of their conversation, Athos discussed how challenges in Tofurky's first 35 years have differed from those in the last five, how the company attempts to make manufacturing "as virtuous as possible," and why he believes that "the upside for the world is greater if Tofurky is in the hands of people who understand its place in the ecosystem." He also spoke about Tofurky's lawsuit against the state of Missouri, which is attempting to limit how companies can use the word "meat," navigating the hype for plant-based foods and his belief that the company "should not be in business if we can't make great tasting food."

Brands in this episode: Tofurky

Tofurky, which has been producing plant-based meat products since 1980, is the OG of animal protein alternatives. The brand always had a loyal following, but with consumer interest in plant-based meat surging in recent years, sales of Tofurky products, which are distributed on six continents, reached $40 million in 2018. Tofurky president and CEO Jamie Athos recently joined us for a wide-ranging interview included in this episode in which he discussed the origins of Tofurky and how the brand has evolved over its nearly four decades on the market. Athos also discussed current challenges for plant-based meat companies, executing and learning from a recent brand revamp, the reason that Tofurky has resisted acquisition offers and why he believes that plant-based ham has to taste great, but doesn’t have to taste exactly like... ham.

Show notes:

2:57: Interview: Athos sat down with NOSH editor Carol Ortenberg for an interview recorded at the Alternative Protein Show, an annual industry networking event in San Francisco. As part of their conversation, Athos discussed how challenges in Tofurky’s first 35 years have differed from those in the last five, how the company attempts to make manufacturing “as virtuous as possible,” and why he believes that “the upside for the world is greater if Tofurky is in the hands of people who understand its place in the ecosystem.” He also spoke about Tofurky’s lawsuit against the state of Missouri, which is attempting to limit how companies can use the word “meat,” navigating the hype for plant-based foods and his belief that the company “should not be in business if we can’t make great tasting food.”

Brands in this episode: Tofurky

From artisanal foods to craft spirits, this episode explores the evolving business landscape for specialty food and distilled beverages. Steven Rannekleiv, the global sector strategist for beverages at global financial services firm Rabobank, has covered the alcoholic beverage industry for over a decade and in our conversation, we explored the emerging market for craft spirits, including parallels to and differences in the development of the craft beer category. Rannekleiv also discussed how the investment community is evaluating craft distilling companies and how growing consumer demand for cannabis products is affecting alcoholic beverage categories.

Later in the episode, we sit down with Phil Kafarakis, who is the president of the Specialty Food Association, the industry trade group that the organizes the annual Winter and Summer Fancy Food Shows. In our discussion, Kafarakis spoke about how the term specialty food has evolved in recent years and the ingredients and formulations that are shaping the future of the industry. He discussed the role legacy food and beverage categories, like cocktail mixers and charcuterie, in the development of the space and the Specialty Food Association's long-standing work with international food and beverage producers.

Show notes:

2:16: Sitting Pretty at #WFFS19 -- On location at the 2019 Winter Fancy Food Show in San Francisco, the hosts riffed on notable exhibits, brands and products featured at the annual trade show.

9:24: Interview: Steven Rannekleiv, Global Sector Strategist - Beverages, Rabobank -- In a call with Rannekleiv spoke about the launch and mission behind Rabobank's beverage-focused podcast, Liquid Assets. He also discussed the growing consumer demand for craft spirits and the opportunities and challenges facing small producers, explained how strategic investors are evaluating the space, why wine, not spirits, might be the alcoholic beverage category most at risk from rising consumer demand for cannabis.

32:28: Interview: Phil Kafarakis, President, Specialty Food Association -- Recorded at the 2019 Winter Fancy Food Show, Kafarakis spoke about the evolution of the Winter event, and the development of its education platform and Incubator Village exhibit. He also explained how the trade group defines "specialty food," and why speciality products are becoming increasingly available at mainstream retailers.

Brands in this episode: Chobani, Loca Food, Sonar, Siete Foods, Zola, Pulp Pantry, Cleveland Kraut, Ayoba-Yo, Bohana, Kween Foods, Tea Crush, Q Soo, 1821 Bitters, Pappy's, Bittermilk, Freshe, Perky Jerky, Blue Bottle Coffee, Copper & Kings, Kuli Kuli

From artisanal foods to craft spirits, this episode explores the evolving business landscape for specialty food and distilled beverages. Steven Rannekleiv, the global sector strategist for beverages at global financial services firm Rabobank, has covered the alcoholic beverage industry for over a decade and in our conversation, we explored the emerging market for craft spirits, including parallels to and differences in the development of the craft beer category. Rannekleiv also discussed how the investment community is evaluating craft distilling companies and how growing consumer demand for cannabis products is affecting alcoholic beverage categories.

Later in the episode, we sit down with Phil Kafarakis, who is the president of the Specialty Food Association, the industry trade group that the organizes the annual Winter and Summer Fancy Food Shows. In our discussion, Kafarakis spoke about how the term specialty food  has evolved in recent years and the ingredients and formulations that are shaping the future of the industry. He discussed the role legacy food and beverage categories, like cocktail mixers and charcuterie, in the development of the space and the Specialty Food Association’s long-standing work with international food and beverage producers.

Show notes:

2:16: Sitting Pretty at #WFFS19 -- On location at the 2019 Winter Fancy Food Show in San Francisco, the hosts riffed on notable exhibits, brands and products featured at the annual trade show.

9:24: Interview: Steven Rannekleiv, Global Sector Strategist - Beverages, Rabobank -- In a call with Rannekleiv spoke about the launch and mission behind Rabobank’s beverage-focused podcast, Liquid Assets. He also discussed the growing consumer demand for craft spirits and the opportunities and challenges facing small producers, explained how strategic investors are evaluating the space, why wine, not spirits, might be the alcoholic beverage category most at risk from rising consumer demand for cannabis.

32:28: Interview: Phil Kafarakis, President, Specialty Food Association -- Recorded at the 2019 Winter Fancy Food Show, Kafarakis spoke about the evolution of the Winter event, and the development of its education platform and Incubator Village exhibit. He also explained how the trade group defines “specialty food,” and why speciality products are becoming increasingly available at mainstream retailers.

Brands in this episode: Chobani, Loca Food, Sonar, Siete Foods, Zola, Pulp Pantry, Cleveland Kraut, Ayoba-Yo, Bohana, Kween Foods, Tea Crush, Q Soo, 1821 Bitters, Pappy’s, Bittermilk, Freshe, Perky Jerky, Blue Bottle Coffee, Copper & Kings, Kuli Kuli

At first glance, you might mistake Stillhouse Whiskey for a classic motor oil brand. And you wouldn't be alone; the distillery's signature cherry red steel can has turned more than a few heads in the spirits aisle — which is by design, according to Stillhouse founder and CEO Brad Beckerman.

Describing the package as both disruptive and "unbreakable," Beckerman said in the three years since the company introduced the can, Stillhouse has consistently won over consumers drawn to the unique look and brand's portability; "it goes where glass can't," he said. Distributed nationally at major retail chains, Stillhouse also has the backing of popular Oakland-based rapper G-Eazy, who in 2017 joined the brand as an investor and co-creative director.

The brand's path to growth and success, however, was riddled with early challenges, pivots and risks. In an interview included in this episode, Beckerman discussed the origins of Stillhouse, which had originally been positioned as moonshine and sold in glass jugs, and the missteps that almost doomed the company. Beckerman, the son of Starter sportswear brand founder David Beckerman, also spoke about his background in entrepreneurship, parallels between his previous career experience and current role, and how country music legend Johnny Cash factored into the partnership with G-Eazy.

Show notes:

2:32: Interview: Brad Beckerman, Founder/CEO, Stillhouse Spirits Co. — Recorded at Stillhouse headquarters in West Hollywood, Calif., Beckerman chronicled his journey from Starter to the launch of music apparel brand Trunk Limited to the founding of Stillhouse. He also explained why the spirit brand's original positioning as a moonshine was ultimately unsuccessful and how the idea for a steel can became a reality. Finally, he discussed how the deal with G-Eazy came together and why a white rapper from Oakland is a perfect fit for Stillhouse.

Brands in this episode: Stillhouse Whiskey, Patron

At first glance, you might mistake Stillhouse Whiskey for a classic motor oil brand. And you wouldn’t be alone; the distillery’s signature cherry red steel can has turned more than a few heads in the spirits aisle — which is by design, according to Stillhouse founder and CEO Brad Beckerman.

Describing the package as both disruptive and “unbreakable,” Beckerman said in the three years since the company introduced the can, Stillhouse has consistently won over consumers drawn to the unique look and brand’s portability; “it goes where glass can’t,” he said. Distributed nationally at major retail chains, Stillhouse also has the backing of popular Oakland-based rapper G-Eazy, who in 2017 joined the brand as an investor and co-creative director.

The brand’s path to growth and success, however, was riddled with early challenges, pivots and risks. In an interview included in this episode, Beckerman discussed the origins of Stillhouse, which had originally been positioned as moonshine and sold in glass jugs, and the missteps that almost doomed the company. Beckerman, the son of Starter sportswear brand founder David Beckerman, also spoke about his background in entrepreneurship, parallels between his previous career experience and current role, and how country music legend Johnny Cash factored into the partnership with G-Eazy.

Show notes:

2:32: Interview: Brad Beckerman, Founder/CEO, Stillhouse Spirits Co. — Recorded at Stillhouse headquarters in West Hollywood, Calif., Beckerman chronicled his journey from Starter to the launch of music apparel brand Trunk Limited to the founding of Stillhouse. He also explained why the spirit brand’s original positioning as a moonshine was ultimately unsuccessful and how the idea for a steel can became a reality. Finally, he discussed how the deal with G-Eazy came together and why a white rapper from Oakland is a perfect fit for Stillhouse.

Brands in this episode: Stillhouse Whiskey, Patron

Madeline Haydon, the founder and CEO of non-dairy creamer brand Nutpods, isn't fazed by the occasional negative review of her products. On the contrary, she welcomes all customer feedback, good or bad. It's the follow up that matters.

"You have to know you're not going to get everyone and you have to be open to hearing what your customers really think about your product," she said in an interview included in this episode. "We have very strict protocols with customer service because what I'm building is not just a brand; it's an experience. And part of that experience is how you can turn someone who's unhappy with your brand to say, 'You know what? They have great customer service.'"

That focus on high quality customer service has anchored nutpods' thriving direct-to-consumer and ecommerce strategies and helped it become a top-selling brand on Amazon. As part of our interview, Haydon also discussed her foray into entrepreneurship and how she laid the groundwork for a successful online business via targeted outreach to consumers with specialized diets.

Also in this episode: an interview with Nicole Cogan, the founder of Nobread, a popular social media brand focused on gluten-free lifestyles. In our conversation, Cogan spoke about her work with CPG brands, best practices for sponsored social campaigns and how influencer marketing has evolved in recent years.

Show notes:

1:39: Fancy Food, Dry January & Sliced Ketchup -- The hosts discussed the upcoming 2019 Winter Fancy Food and Good Food Mercantile shows, which will be held in San Francisco. They also spoke about brands that are embracing "Dry January," new episodes of our Elevator Talk series, which is featured on YouTube and Instagram TV, and a recent Chobani Incubator event in Boston.

16:42: Interview: Madeline Haydon, Founder/CEO, nutpods -- Haydon is the founder and CEO of nutpods, a fast-growing brand of alt-dairy, unsweetened creamers made from almonds and coconuts. Launched in 2015, nutpods has become a best-selling brand on Amazon and parlayed its online success into the grocery channel, where the products are sold in major grocery chains, including Publix, Kroger and Wegmans. In an interview with BevNET CMO Mike Schneider she discussed the attributes of great products, testing nutpods at retail before launching online, the benefits of selling direct-to-consumer, and why reviews and high quality customer service are critical for nutpods.

36:42: Interview: Nicole Cogan, Founder, Nobread -- Haydon noted the importance working with social influencers that are authentically aligned with a brand's mission and marketing strategy. That's also the perspective of Nicole Cogan, who's the creator of gluten-free lifestyle brand Nobread. As of the publication of this podcast, Nobread has over 163,000 followers of its Instagram page, which is loaded with content promoting gluten-free recipes, products and brands. Cogan discussed her role as a social media influencer and how she establishes mutually beneficial relationships with CPG companies.

Brands in this episode: Dry Soda, Ugly Drinks, Seedlip, Curious Elixirs, Slice of Sauce, Grain Elevator, Drink Simple, 6AM Health, Nuttin Ordinary, nutpods, Simple Mills, Enjoy Life Foods, Cocokind

Madeline Haydon, the founder and CEO of non-dairy creamer brand Nutpods, isn’t fazed by the occasional negative review of her products. On the contrary, she welcomes all customer feedback, good or bad. It’s the follow up that matters.

“You have to know you’re not going to get everyone and you have to be open to hearing what your customers really think about your product,” she said in an interview included in this episode. “We have very strict protocols with customer service because what I’m building is not just a brand; it’s an experience. And part of that experience is how you can turn someone who’s unhappy with your brand to say, ‘You know what? They have great customer service.’”

That focus on high quality customer service has anchored nutpods’ thriving direct-to-consumer and ecommerce strategies and helped it become a top-selling brand on Amazon. As part of our interview, Haydon also discussed her foray into entrepreneurship and how she laid the groundwork for a successful online business via targeted outreach to consumers with specialized diets.

Also in this episode: an interview with Nicole Cogan, the founder of Nobread, a popular social media brand focused on gluten-free lifestyles. In our conversation, Cogan spoke about her work with CPG brands, best practices for sponsored social campaigns and how influencer marketing has evolved in recent years.

Show notes:

1:39: Fancy Food, Dry January & Sliced Ketchup -- The hosts discussed the upcoming 2019 Winter Fancy Food and Good Food Mercantile shows, which will be held in San Francisco. They also spoke about brands that are embracing “Dry January,” new episodes of our Elevator Talk series, which is featured on YouTube and Instagram TV, and a recent Chobani Incubator event in Boston.

16:42: Interview: Madeline Haydon, Founder/CEO, nutpods -- Haydon is the founder and CEO of nutpods, a fast-growing brand of alt-dairy, unsweetened creamers made from almonds and coconuts. Launched in 2015, nutpods has become a best-selling brand on Amazon and parlayed its online success into the grocery channel, where the products are sold in major grocery chains, including Publix, Kroger and Wegmans. In an interview with BevNET CMO Mike Schneider she discussed the attributes of great products, testing nutpods at retail before launching online, the benefits of selling direct-to-consumer, and why reviews and high quality customer service are critical for nutpods.

36:42: Interview: Nicole Cogan, Founder, Nobread -- Haydon noted the importance working with social influencers that are authentically aligned with a brand’s mission and marketing strategy. That’s also the perspective of Nicole Cogan, who’s the creator of gluten-free lifestyle brand Nobread. As of the publication of this podcast, Nobread has over 163,000 followers of its Instagram page, which is loaded with content promoting gluten-free recipes, products and brands. Cogan discussed her role as a social media influencer and how she establishes mutually beneficial relationships with CPG companies.

Brands in this episode: Dry Soda, Ugly Drinks, Seedlip, Curious Elixirs, Slice of Sauce, Grain Elevator, Drink Simple, 6AM Health, Nuttin Ordinary, nutpods, Simple Mills, Enjoy Life Foods, Cocokind

For Steve Grasse, the founder of Philadelphia-based creative agency Quaker City Mercantile, inspiration often comes from the music business. In an interview included in this episode, Grasse, who created iconic spirit brands Sailor Jerry Rum and Hendrick's Gin, explained that he's "always approached brands like bands."

"Bands create passion and excitement; and they're not always trying to sell you something," he said. "The content is what you're excited about… and you become part of their circle and their lives. They created an identity that was visual, that was audible and that was also visceral. And then they toured to get you to sign up and be part of their group. They didn't buy a TV commercial and say 'Van Halen!'"

That perspective led the strategy for Sailor Jerry Rum, which upended traditional marketing for spirit brands and has since become a standard on back bars and liquor store shelves. Sailor Jerry netted Grasse a fortune when it was acquired by spirits conglomerate William Grant & Sons in 2008, and, not content to sail off into the sunset, he used the proceeds to launch boutique distilling projects Art in the Age and Tamworth Distilling.

As part of our conversation, Grasse discussed the roots of his career in branding and design and how he built Sailor Jerry Rum and Hendrick's from concepts into best-selling brands. He also discussed how Quaker City Mercantile, which he described as a "spirits company that does corporate gigs to pay for experimentation" took on a project to revitalize Guinness beer and why he identifies himself as a "filmmaker that makes booze."

Show notes:

3:16: Interview: Steve Grasse, Founder, Quaker City Mercantile: In an interview at Quaker City Mercantile (QCM) headquarters in Philadelphia, Grasse discussed how the firm creates both spirit brands and "the worlds around those brands." He also explained why constant experimentation, frugality and a sneaker deal with Converse were keys to the development of Sailor Jerry Rum, why a focus group that panned the idea for Hendrick's Gin was a good thing. He also spoke about QCM's work with Guinness and why he urged executives to "stop thinking like a marketer and start thinking about the beer," and revisited one of his most infamous projects, "Bikini Bandits."

Brands in this episode: Glenfiddich, Sailor Jerry Rum, Captain Morgan Rum, Hendrick's Gin, Guinness, Tamworth Distilling

For Steve Grasse, the founder of Philadelphia-based creative agency Quaker City Mercantile, inspiration often comes from the music business. In an interview included in this episode, Grasse, who created iconic spirit brands Sailor Jerry Rum and Hendrick’s Gin, explained that he’s “always approached brands like bands.”

“Bands create passion and excitement; and they’re not always trying to sell you something,” he said. “The content is what you’re excited about… and you become part of their circle and their lives. They created an identity that was visual, that was audible and that was also visceral. And then they toured to get you to sign up and be part of their group. They didn’t buy a TV commercial and say ‘Van Halen!’”

That perspective led the strategy for Sailor Jerry Rum, which upended traditional marketing for spirit brands and has since become a standard on back bars and liquor store shelves. Sailor Jerry netted Grasse a fortune when it was acquired by spirits conglomerate William Grant & Sons in 2008, and, not content to sail off into the sunset, he used the proceeds to launch boutique distilling projects Art in the Age and Tamworth Distilling.

As part of our conversation, Grasse discussed the roots of his career in branding and design and how he built Sailor Jerry Rum and Hendrick’s from concepts into best-selling brands. He also discussed how Quaker City Mercantile, which he described as a “spirits company that does corporate gigs to pay for experimentation" took on a project to revitalize Guinness beer and why he identifies himself as a “filmmaker that makes booze.”

Show notes:

3:16: Interview: Steve Grasse, Founder, Quaker City Mercantile: In an interview at Quaker City Mercantile (QCM) headquarters in Philadelphia, Grasse discussed how the firm creates both spirit brands and “the worlds around those brands.” He also explained why constant experimentation, frugality and a sneaker deal with Converse were keys to the development of Sailor Jerry Rum, why a focus group that panned the idea for Hendrick’s Gin was a good thing. He also spoke about QCM’s work with Guinness and why he urged executives to “stop thinking like a marketer and start thinking about the beer,” and revisited one of his most infamous projects, “Bikini Bandits.”

Brands in this episode: Glenfiddich, Sailor Jerry Rum, Captain Morgan Rum, Hendrick’s Gin, Guinness, Tamworth Distilling