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Your Food Business Has A Life Of Its Own

There are many ways to make your food company defensibly unique. This can include building an innovative brand that speaks to consumers that weren’t being spoken to before and stands out in its category or categories. This could mean developing a proprietary technology or process that allows you to make truly unique products. This could mean sourcing unique ingredients from a known and understood supply chain.

Food businesses, like all businesses, take on a life of their own if they are successful. What started as one person’s idea or passion quickly turns into a complex branded relationship with a customer supported by complex manufacturing processes and multiple sales, marketing and other staff to support the business growth. Similar to a human life, businesses grow and mature. Unlike a human life, whether or not a business declines and dies is up to the business owner.

Many food businesses start out as a hobby or “side-hustle” of someone passionate about making food. Then, that person starts experimenting with making their products in bigger batches and validating their product in limited venues like a local store or farmers market. But after initially dipping their toes in the water of the food business life, these beginning food entrepreneurs have to decide if they want their business to mature and take the next steps into growth and sustainable revenue. This often involves making big business decisions about scale, financing and the lifestyle the entrepreneur wants to lead while they build their business.

On our podcast this week, Peter Robertson describes the impressive arc and life-cycle of his business and brand RP’s Pasta, now part of Tribe 9 foods and a national brand in its own right. The name “RP’s” is based on his nickname “RP” and reflects how personally involved he was at the beginning in making the products and building all of the relationships that helped sustain his business. But now, the signature gluten-free product lines of the RP’s pasta brand are being rebranded as “Taste Republic” because the new brand more clearly communicates the value proposition to consumers.

Peter experienced the full arc of validating his idea with friends and family, seeking further validation by selling at farmers markets and local grocery stores, later expanding to regional and national distribution and now being part of a portfolio of brands at Tribe 9. As the business has changed, evolved and matured over the past 20+ years, so has Peter and Peter’s role at the company. For example, while he was initially skeptical of taking outside money, he realized how useful taking on an investor was to help finance his brand’s growth at a critical time and how taking out a bigger line of credit helped him more easily manage his cash flow needs.

While businesses go through “growth spurts”, the life of a business that is built to last is a marathon, not a sprint. Business owners like Peter that slowly build capacity and continuously respond to the needs of their core consumers can grow sustainably and thrive even over long periods of time and in today’s competitive marketplace. Being aware of those growth and life cycles can help entrepreneurs put their current activities in a context that helps them make decisions that meet both their personal and business goals.


And now, our roundup of the best food and beverage finance news, events and resources from around the web…

Food and Beverage Business Models

Business Model Insights

Raising Capital

Raising Capital

Grocery Store Shopping

CPG/National Brands

Grocery Store Produce Section

Market Trends

Regenerative Agriculture

Farming and AgTech

Mergers and Acquisitions

Deals/M&A

Events

Industry Events

Categories: Insights Newsletter