On this week’s show, NOSH editor Carol Ortenberg, editor-in-chief Jeff Klineman and reporter Adrianne DeLuca talk about some notable, viral marketing campaigns as well as some tips, tricks and potential trends for Expo West. Later, Carol chats with Bobo’s CEO TJ McIntyre about the common missteps he believes brands make when they approach innovation and growth in tandem. 

Show Highlights:

02:22: The NOSH team talks through how Three Wishes used a TikTok trend to promote their own rebrand as well as the ‘nepo babies’ that appeared in Silk’s plant-based iteration of the iconic Got Milk campaign.

06:34: The discussion then shifts toward Expo West and the team shares some handy supplier sorting strategies, how they intend to tackle the troves of booths and what they are looking out for on the floor this year (Hint: Adrianne wants to meet all the millet makers)

21:10: TJ reigns in brand expectations about launching new innovations. He also explains why he believes introducing a new product to work your way out of business and financial troubles is a big mistake.

36:19: What happens to your margins when rapid innovation is the near-term goal? TJ said in his experience, the business quickly ends up building off pennies instead of cash and long term, can lead itself right to extinction.

“If you're going to come out with new innovation and put it into another category, don't believe in your own hype that people are going to follow you there.”

-TJ McIntyre, CEO at Bobo’s

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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