Taste Radio

How did a three-year-old brand with a retail footprint of less than 2,000 locations land $7 million in new capital? Wyatt Taubman, the founder and CEO of wellness shot maker Vive Organic, explained it in three words: "test and learn."

In an interview included in this episode, Taubman offered a detailed look at the Vive's strategy for raising money since its debut in 2015. From friends and family, to seed funding to the recent completion of the aforementioned $7 million Series A round, Taubman noted that each new step in financing the company was accompanied with learnings about its consumers and the retail channels where Vive excelled. That information was key to winning over investors.

"We dove really deep on our early velocity and early performance to identify what we felt was going to be the right focus for us to scale the business," Taubman said. "And we stayed local in Southern California for the first two years because we wanted to make sure that we figured everything out and solved all the issues that we were facing in a more focused manner. We didn't want to get ahead of ourselves."

Listen to our full interview with Taubman, who also spoke about the importance of aligning timing and opportunity, the role of competition in the brand's development and how Vive has worked with its retail partners to drive velocity.

Show notes:

1:32: A Quick and Dirty Start -- The hosts riffed on the recent news that functional beverage brand Dirty Lemon has discontinued its CBD variety, discussed the episode's featured interview and thanked a couple brand owners for their visits to BevNET HQ.

10:08: Interview: Wyatt Taubman, Founder/CEO, Vive Organic -- In a interview recorded at Vive Organic headquarters in El Segundo, Calif., BevNET's John Craven and Mike Schneider sat down with Taubman for a conversation that spans Vive's three years in business and includes details about the company's thoughtful approach to raising capital.

Brands in this episode: Dirty Lemon, Vive Organic, H Factor, Pricklee

How did a three-year-old brand with a retail footprint of less than 2,000 locations land $7 million in new capital? Wyatt Taubman, the founder and CEO of wellness shot maker Vive Organic, explained it in three words: “test and learn.”

In an interview included in this episode, Taubman offered a detailed look at the Vive’s strategy for raising money since its debut in 2015. From friends and family, to seed funding to the recent completion of the aforementioned $7 million Series A round, Taubman noted that each new step in financing the company was accompanied with learnings about its consumers and the retail channels where Vive excelled. That information was key to winning over investors.

“We dove really deep on our early velocity and early performance to identify what we felt was going to be the right focus for us to scale the business,” Taubman said. “And we stayed local in Southern California for the first two years because we wanted to make sure that we figured everything out and solved all the issues that we were facing in a more focused manner. We didn’t want to get ahead of ourselves.”

Listen to our full interview with Taubman, who also spoke about the importance of aligning timing and opportunity, the role of competition in the brand’s development and how Vive has worked with its retail partners to drive velocity.

Show notes:

1:32: A Quick and Dirty Start -- The hosts riffed on the recent news that functional beverage brand Dirty Lemon has discontinued its CBD variety, discussed the episode’s featured interview and thanked a couple brand owners for their visits to BevNET HQ.

10:08: Interview: Wyatt Taubman, Founder/CEO, Vive Organic --  In a interview recorded at Vive Organic headquarters in El Segundo, Calif., BevNET’s John Craven and Mike Schneider sat down with Taubman for a conversation that spans Vive’s three years in business and includes details about the company’s thoughtful approach to raising capital.

Brands in this episode: Dirty Lemon, Vive Organic, H Factor, Pricklee

Lance Armstrong is back. Sort of. Armstrong, who admitted to use of performance enhancing drugs and blood doping while winning the Tour de France, has become a podcaster and investor.

Despite his being persona-non-grata at professional cycling events, Armstrong's analysis of the races has become a popular way for fans to augment their thirst for the Tour, as well as a few other races.

As that podcast has grown, cold brew brand High Brew Coffee has started to sponsor it; from a product direction standpoint, it makes sense: the company has started to aim for the cycling community as one of its consumer groups. From a relationship standpoint, it makes sense as well; like Armstrong himself, High Brew is a product of Austin, Texas; and Armstrong is even an investor in High Brew as a limited partner in Charles Street Partners, a local investment firm run by former MLB pitcher Huston Street and event promoter Charles Attal.

But still, it presents a question for all food and beverage brands: notably, who do you want to work with? What are the kinds of things that a product endorser can and should bring to the brand? Is it just popularity or notoriety? Is there something like a character requirement? And just how long does it take for a tarnished spokesman to rehabilitate his image and get back in the race? As you'll hear in this interview with Armstrong, he didn't hold much back when it came to exploring these questions. This episode is sponsored by Symrise Califormulations.

Show notes:

3:18: Interview: Lance Armstrong, Founder, WEDŪ -- BevNET editor-in-chief Jeff Klineman spoke with Armstrong at the High Brew Coffee booth at the 2018 National Association of Convenience Stores show. As part of their conversation, the former cycling star spoke about his podcasts, The Forward and The Move, and the audience he's attempting to reach with each. Armstrong also discussed sponsors of the podcasts, which include Patron and High Brew, and what the support means for their brands.

Brands in this episode: Patron, High Brew Coffee

Lance Armstrong is back. Sort of. Armstrong, who admitted to use of performance enhancing drugs and blood doping while winning the Tour de France, has become a podcaster and investor.

Despite his being persona-non-grata at professional cycling events, Armstrong’s analysis of the races has become a popular way for fans to augment their thirst for the Tour, as well as a few other races.

As that podcast has grown, cold brew brand High Brew Coffee has started to sponsor it; from a product direction standpoint, it makes sense: the company has started to aim for the cycling community as one of its consumer groups. From a relationship standpoint, it makes sense as well; like Armstrong himself, High Brew is a product of Austin, Texas; and Armstrong is even an investor in High Brew as a limited partner in Charles Street Partners, a local investment firm run by former MLB pitcher Huston Street and event promoter Charles Attal.

But still, it presents a question for all food and beverage brands: notably, who do you want to work with? What are the kinds of things that a product endorser can and should bring to the brand? Is it just popularity or notoriety? Is there something like a character requirement? And just how long does it take for a tarnished spokesman to rehabilitate his image and get back in the race? As you’ll hear in this interview with Armstrong, he didn’t hold much back when it came to exploring these questions. This episode is sponsored by Symrise Califormulations.

Show notes:

3:18: Interview: Lance Armstrong, Founder, WEDŪ -- BevNET editor-in-chief Jeff Klineman spoke with Armstrong at the High Brew Coffee booth at the 2018 National Association of Convenience Stores show. As part of their conversation, the former cycling star spoke about his podcasts, The Forward and The Move, and the audience he’s attempting to reach with each. Armstrong also discussed sponsors of the podcasts, which include Patron and High Brew, and what the support means for their brands.

Brands in this episode: Patron, High Brew Coffee

The latest installment of Taste Radio Insider kicks off with a discussion about the hottest ingredient in food and beverage, CBD. Amid surging interest for the cannabidiol, the hosts examined CBD's influence on innovation strategies and discussed the factors affecting its future.

Later in the show, we feature an interview with entrepreneur, investor, and author David Yeung, who's the co-founder and CEO of Green Monday, a global platform for plant-based food and lifestyles. Yeung was recently named social entrepreneur of the year by the World Economic Forum, and he is influencing society through food through a set of eateries in Hong Kong, through convincing companies like the MGM Macau Casino and Hotel and more than 600 universities across the globe to not serve meat at least one day a week.

Yeung is also the creator of Omnipork, an innovative plant-based meat substitute sold in Asia and akin to domestic brands like Beyond Meat and the Impossible Burger -- albeit marketed a bit differently. The selling points at the root of the Omnipork -- and other vegan products marketed in Asia -- are a bit different from the ones that might stimulate U.S. consumers, and the illustration of those differences is why we sought Yeung's perspective for this week's episode. According to Yeung, consumer worries about the safety of food production in China trump even environmental and resource concerns. While at heart there's a need to feed a population heading towards 10 billion people, he said, the success of any campaign needs to meet the target consumer group.

Show notes:

1:20: L.A., CBD and GT -- BevNET's John Craven and Mike Schneider recapped a recent visit to Los Angeles, which included a handful of interviews recorded for upcoming episodes of Taste Radio Insider. They also discussed the growing market for CBD-infused products in the city, and along with BevNET's Ray Latif and Jon Landis unpack some of the key issues affecting how they are marketed and sold.

21:55: Interview: David Yeung, Co-Founder/CEO, Green Monday -- In addition to Yeung's insights into marketing in Hong Kong and China, our discussion profiles an influential international entrepreneur -- one whose work influenced governments and corporations alike. In our conversation, Yeung discussed the reasons he is serving as an investor in both U.S. and international vegan companies, and the kinds of adjustments brands need to make when they seek to sell in China and throughout Asia.

Brands in this episode: Erewhon, Vybes, M Kombucha, GT's Kombucha, Recess, Madre Mezcal, Beanfields, Vive Organic, OWYN, Minor Figures Coffee, Waka Coffee, Omnipork

The latest installment of Taste Radio Insider kicks off with a discussion about the hottest ingredient in food and beverage, CBD. Amid surging interest for the cannabidiol, the hosts examined CBD’s influence on innovation strategies and discussed the factors affecting its future.

Later in the show, we feature an interview with entrepreneur, investor, and author David Yeung, who’s the co-founder and CEO of Green Monday, a global platform for plant-based food and lifestyles. Yeung was recently named social entrepreneur of the year by the World Economic Forum, and he is influencing society through food through a set of eateries in Hong Kong, through convincing companies like the MGM Macau Casino and Hotel and more than 600 universities across the globe to not serve meat at least one day a week.

Yeung is also the creator of Omnipork, an innovative plant-based meat substitute sold in Asia and akin to domestic brands like Beyond Meat and the Impossible Burger -- albeit marketed a bit differently. The selling points at the root of the Omnipork -- and other vegan products marketed in Asia -- are a bit different from the ones that might stimulate U.S. consumers, and the illustration of those differences is why we sought Yeung’s perspective for this week’s episode. According to Yeung, consumer worries about the safety of food production in China trump even environmental and resource concerns. While at heart there’s a need to feed a population heading towards 10 billion people, he said, the success of any campaign needs to meet the target consumer group.

Show notes:

1:20: L.A., CBD and GT -- BevNET’s John Craven and Mike Schneider recapped a recent visit to Los Angeles, which included a handful of interviews recorded for upcoming episodes of Taste Radio Insider. They also discussed the growing market for CBD-infused products in the city, and along with BevNET’s Ray Latif and Jon Landis unpack some of the key issues affecting how they are marketed and sold.

21:55: Interview: David Yeung, Co-Founder/CEO, Green Monday -- In addition to Yeung’s insights into marketing in Hong Kong and China, our discussion profiles an influential international entrepreneur -- one whose work influenced governments and corporations alike. In our conversation, Yeung discussed the reasons he is serving as an investor in both U.S. and international vegan companies, and the kinds of adjustments brands need to make when they seek to sell in China and throughout Asia.

Brands in this episode: Erewhon, Vybes, M Kombucha, GT’s Kombucha, Recess, Madre Mezcal, Beanfields, Vive Organic, OWYN, Minor Figures Coffee, Waka Coffee, Omnipork

It was about eight years ago when Hayden Slater received the bad news: his startup juice company, Pressed Juicery, had been ordered to be closed following an inspection by the Los Angeles Department of Public Health. Slater and his two co-founders were newcomers to the food business and didn't realize that Pressed, which initially made juice out of a local cupcake shop and whose first retail location was a broom closet inside of a yoga studio, lacked the permits necessary to operate.

Devastated but determined to learn from the experience, Slater immersed himself in the business of food safety and juice manufacturing, building his own knowledge while also later hiring experts with deep experience in both fields. The learnings and expertise provided Pressed with an operational advantage over other juice companies and were key to fueling its growth, according to Slater, who joined us for a conversation included in this episode.

Pressed Juicery is now one of the country's biggest juice chains with 75 locations and a projected 2019 revenue of $75 million. The efficiencies derived from its operations have also helped the company achieve price points in line with mainstream consumer expectations, which Slater said has been an important goal since the beginning.

"Starbucks has essentially trained the world that $5 is an appropriate price to pay for beverage. And my mindset was always, 'if I can replace [coffee] beans with four to five pounds of produce, just think about the white space and the amount of hands we could get to and what a difference and impact that could make on people's lives.'"

Listen to our full interview with Slater, which includes more about the company's origins and why building a retail experience around the brand has been so critical to its growth. He also explained his belief that "it's always about the details" and why chasing white space is as much about location as it is innovation.

Show notes:

2:58: Interview: Hayden Slater, Co-Founder/CEO, Pressed Juicery -- Recorded at the offices of Hunt & Gather PR in New York City, Slater spoke with BevNET's Ray Latif about his decision to launch Pressed following a stint as a TV producer, the trials and tribulations of starting a juice company, and why he and his co-founders eschewed wholesaling their products. He also discussed why calling the FDA was a bad decision in the short term, but paid dividends down the line, why he was adamant that the first dozen locations of Pressed had very heavy doors, the importance of "California to the core" in branding, and how he maintains balance in his life.

Brands in this episode: Pressed Juicery, Suja, BluePrint, Starbucks

It was about eight years ago when Hayden Slater received the bad news: his startup juice company, Pressed Juicery, had been ordered to be closed following an inspection by the Los Angeles Department of Public Health. Slater and his two co-founders were newcomers to the food business and didn’t realize that Pressed, which initially made juice out of a local cupcake shop and whose first retail location was a broom closet inside of a yoga studio, lacked the permits necessary to operate.

Devastated but determined to learn from the experience, Slater immersed himself in the business of food safety and juice manufacturing, building his own knowledge while also later hiring experts with deep experience in both fields. The learnings and expertise provided Pressed with an operational advantage over other juice companies and were key to fueling its growth, according to Slater, who joined us for a conversation included in this episode.

Pressed Juicery is now one of the country’s biggest juice chains with 75 locations and a projected 2019 revenue of $75 million. The efficiencies derived from its operations have also helped the company achieve price points in line with mainstream consumer expectations, which Slater said has been an important goal since the beginning.

“Starbucks has essentially trained the world that $5 is an appropriate price to pay for beverage. And my mindset was always, ‘if I can replace [coffee] beans with four to five pounds of produce, just think about the white space and the amount of hands we could get to and what a difference and impact that could make on people’s lives.’”

Listen to our full interview with Slater, which includes more about the company’s origins and why building a retail experience around the brand has been so critical to its growth. He also explained his belief that “it’s always about the details” and why chasing white space is as much about location as it is innovation.

Show notes:

2:58: Interview: Hayden Slater, Co-Founder/CEO, Pressed Juicery -- Recorded at the offices of Hunt & Gather PR in New York City, Slater spoke with BevNET’s Ray Latif about his decision to launch Pressed following a stint as a TV producer, the trials and tribulations of starting a juice company, and why he and his co-founders eschewed wholesaling their products. He also discussed why calling the FDA was a bad decision in the short term, but paid dividends down the line, why he was adamant that the first dozen locations of Pressed had very heavy doors, the importance of “California to the core” in branding, and how he maintains balance in his life.

Brands in this episode: Pressed Juicery, Suja, BluePrint, Starbucks

Taste Radio listeners may recall that we first featured Spindrift founder and CEO Bill Creelman on the podcast in 2016. At the time, Spindrift was undergoing a major shift in its business strategy, discontinuing the craft sodas upon which it was founded to focus on its fast-growing sparkling water line. In the years since, Spindrift has continued to thoughtfully evolve its positioning as a premium and differentiated sparkling water brand in various ways, such as curbing its use of added natural flavors.

Despite a highly competitive environment for sparkling water, Spindrift has succeeded by staying focused on its own development, according to Creelman, who once again joined us for an interview included in this episode.

"It really is not helpful, from my perspective, to dwell on any particular competitor," he said. "We sit next to them in the space. They're servicing their folks. We're doing our thing. And that type of focus has served us well historically and continues to be our modus operandi."

Listen to our full conversation with Creelman and Spindrift SVP of marketing Caroline Kibler, who discussed the continued development of the brand and its marketing strategy, including how actress Kristen Bell came into the fold as a brand ambassador. They also spoke about how the company is building upon its retail and food service relationships, and efforts to add incremental value through product innovation.

Show notes:

1:25: Subscriber NOW; NOSH News — If you haven't already, please subscribe to Taste Radio Insider on iTunes, Spotify, Google Play, Soundcloud or Stitcher. BevNET's Ray Latif and Mike Schneider and NOSH's Carol Ortenberg discussed recent funding announcements from notable food brands, including Kite Hill, Kettle & Fire and Once Upon a Farm. They also spoke about the upcoming NOSH Live Winter 2018 conference, including featured speakers, the Pitch Slam competition and Sampling Expo.

18:22: Interview: Bill Creelman, Founder/CEO and Caroline Kibler, SVP Marketing, Spindrift -- Recorded at Spindrift HQ in Newton, Mass., Creelman and Kibler spoke about Spindrift in the context of a rapidly growing flavored sparkling water category and how it is attempting to separate itself from upstart and legacy brands. They also discussed how the relationship with Kristen Bell came together, Spindrift's long standing partnership with Panera and other fast-casual restaurants and why its product development cycle is longer than other beverage brands.

Brands in this episode: Kite Hill, Kettle & Fire, Once Upon a Farm, Spindrift, LaCroix

Taste Radio listeners may recall that we first featured Spindrift founder and CEO Bill Creelman on the podcast in 2016. At the time, Spindrift was undergoing a major shift in its business strategy, discontinuing the craft sodas upon which it was founded to focus on its fast-growing sparkling water line. In the years since, Spindrift has continued to thoughtfully evolve its positioning as a premium and differentiated sparkling water brand in various ways, such as curbing its use of added natural flavors. 

Despite a highly competitive environment for sparkling water, Spindrift has succeeded by  staying focused on its own development, according to Creelman, who once again joined us for an interview included in this episode.

“It really is not helpful, from my perspective, to dwell on any particular competitor,” he said. “We sit next to them in the space. They’re servicing their folks. We’re doing our thing. And that type of focus has served us well historically and continues to be our modus operandi.”

Listen to our full conversation with Creelman and Spindrift SVP of marketing Caroline Kibler, who discussed the continued development of the brand and its marketing strategy, including how actress Kristen Bell came into the fold as a brand ambassador. They also spoke about how the company is building upon its retail and food service relationships, and efforts to add incremental value through product innovation.

Show notes:

1:25: Subscriber NOW; NOSH News — If you haven’t already, please subscribe to Taste Radio Insider on iTunes, Spotify, Google Play, Soundcloud or Stitcher. BevNET’s Ray Latif and Mike Schneider and NOSH’s Carol Ortenberg discussed recent funding announcements from notable food brands, including Kite Hill, Kettle & Fire and Once Upon a Farm. They also spoke about the upcoming NOSH Live Winter 2018 conference, including featured speakers, the Pitch Slam competition and Sampling Expo.

18:22: Interview: Bill Creelman, Founder/CEO and Caroline Kibler, SVP Marketing, Spindrift -- Recorded at Spindrift HQ in Newton, Mass., Creelman and Kibler spoke about Spindrift in the context of a rapidly growing flavored sparkling water category and how it is attempting to separate itself from upstart and legacy brands. They also discussed how the relationship with Kristen Bell came together, Spindrift’s long standing partnership with Panera and other fast-casual restaurants and why its product development cycle is longer than other beverage brands.

Brands in this episode: Kite Hill, Kettle & Fire, Once Upon a Farm, Spindrift, LaCroix