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Tagged: “National Wholesale Brand”

At Evolve Brands, Strategy is Everything

At Evolve Brands, Strategy is Everything

As a growing company, strategy is everything at Evolve Brands. Since the snack category is crowded, they have focused their efforts on sales and marketing to build and continually support a strong distribution footprint of around 2,500 independent, natural and co-op grocery stores. From that position of strength and with valuable data to support their strategy, they can evaluate opportunities in more traditional retail channels. In physical stores, Evolve Brands strategically chose to pursue a single-serving product strategy to open up both placement possibilities in store as well as distribution in non-traditional channels where snacks are prominent, like convenience stores.

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Peter Robertson of RP’s Pasta On Managing Growth And Changing With The Consumer

Peter Robertson of RP’s Pasta On Managing Growth And Changing With The Consumer

RP’s Pasta is now part of the portfolio of brands of Tribe 9 Foods. One of founder Peter Robertson’s first challenges was category placement as a fresh, refrigerated pasta. RP’s started moving with the consumer to come up with flavors that were non-traditional in Northern Italy, including unique flavors and ingredients. A trip to Expo West in 2010 validated the demand and uniqueness of their gluten-free SKUs, generating demand that spawned rapid growth of RP’s on a more national level. Managing growth and matching it with the right equipment setup/space has also proven a challenge. Peter had mostly funded RP’s with free cash flow and bank financing until accepting the help of an outside investor during their rapid growth phase. In 2017, RP’s merged with Yumbutter and Ona Treats to form Tribe 9 foods, forming a portfolio of brands with a co-packing line of business in a new facility big enough to house the in-house manufacturing for all three companies. Peter expects Tribe 9 to experience tremendous growth over next 5 years, especially in the growth of their private label and contract manufacturing lines of business.

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How Tribe 9 Foods Balances Economies Of Scale With A Changing Marketplace

How Tribe 9 Foods Balances Economies Of Scale With A Changing Marketplace

Tribe 9 Foods is the result of merging Yumbutter, RP’s Pasta and Ona Treats. The new company also secured growth capital to bring manufacturing in-house for all three brands, something that has allowed them to have control over batch timing, batch size and product quality. In addition, in-house production allows them the flexibility to try new things and have a co-packing line of business for their core product types (nut butters, pasta, bars). Yumbutter’s team brings experience in branding/marketing and RP’s team brings experience in innovative food manufacturing and food safety protocols, allowing them to combine flexibility with economies of scale while serving multiple types of customers with their co-packing service. Tribe 9 is always looking to be flexible and nimble, diversifying as the market changes and as everyone tries to figure out a more sustainable way to produce and distribute high quality food.

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Angela Mavridis Of TRIBALÍ Foods On Resonating With Your Tribe

Angela Mavridis Of TRIBALÍ Foods On Resonating With Your Tribe

TRIBALÍ foods is a national brand of freshly made, frozen grass-fed and grass-finished beef patties. TRIBALÍ’s products resonate with the “tribe” of people who are looking for convenient, easy ways to eat whole, nutrient dense and ethically raised foods. Their clean, simple packaging that communicates their organic, grass-fed and Paleo certifications stands out on the freezer shelf and helps communicate their brand’s promise to that tribe. TRIBALÍ has worked hard to find the right partners – like co-packers that understand their brand’s defensibly unique product quality – to help scale their brand. Angela Mavridis, TRIBALÍ’s founder and CEO reflects that the investor pitch process forces you to learn every single aspect of the business to anticipate questions about your competition, your brand’s potential in your category / current marketplace and about how you can deliver on your business model to meet the goals of your company and investors.

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Scaling Innovative Food Products At The Right Time

Scaling Innovative Food Products At The Right Time

Shari Leidich, founder of Know Brainer, started down the path of being a serial entrepreneur when she found out she had Multiple Sclerosis (MS). She turned her love for healthy, sprouted raw whole foods that helped mitigate her MS into products under the brand Two Moms in the Raw (now Soul Sprout). Shortly after she left Two Moms in 2016, she began to experiment with incorporating grass-fed ghee and medium-chain triglycerides (MCT) oil into consumer products like individual creamers. The ideal market for their individual creamer products has been online with Amazon and their own online store while their multi-serve product is more of a conventional grocery item. Shari reflected that she knows more about how to grow the business the 2nd time around. Now that the company is growth mode, they are seeking investment. But, they are ensuring their product has traction and their processes are tight before partnering with investors, and that has meant saying no to some potential opportunities, at least for the time being.

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How Top Note Tonics Pivoted Beverage Categories and Understood Their Market

How Top Note Tonics Pivoted Beverage Categories and Understood Their Market

Mary Pellettieri is the co-founder of Top Note Tonics, a company that makes complex and layered American craft mixers. Mary’s experience in sales, marketing, distribution and new product development/research and quality assurance, including at Goose Island and Miller/Coors, has allowed her to take calculated risks. Top Note has pivoted away from syrups towards niche ready-to-drink, already mixed sparkling tonics, using their foray into syrups to further understand the mixer category and build their brand. Mary reflected that having a good bank as a partner is important and that learning about money has been the most important and useful thing that she has picked up as an entrepreneur.

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A Steady, Slow Growth Path For Quince and Apple’s Niche Domination

A Steady, Slow Growth Path For Quince and Apple’s Niche Domination

Matt and Clare Stoner Fehsenfeld are the married duo behind Quince and Apple, a national brand of small-batch, well-balanced preserves that are often paired with cheese and charcuterie. When they started their business, they realized that because they have a labor-intensive, artisanal product, their best strategy was not to compete on quantity or price. Instead, they chose to compete by dominating an emerging niche (pairing their products with specialty cheeses) while telling the defensibly unique story of their brand’s artisanal processes.

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New Product Development and Rollouts For National Food and Beverage Brands: A Process

New Product Development and Rollouts For National Food and Beverage Brands: A Process

Big food and beverage companies start the new product development process by focusing on their target consumer and the value proposition they are offering that consumer through their brand promise. Discovering and defining a consumer driven product is much harder to do than making a food product. For big food companies, the new product development process includes “screening people in” i.e. finding people who already your target customer and have the right attitude toward your potential new product but are still finding their needs unmet in the current marketplace.

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Building Yumbutter™ Into a National Nut and Seed Butter Brand

Building Yumbutter™ Into a National Nut and Seed Butter Brand

Matt D’Amour, Co-Founder and Chief of Yumbutter™, talks about the concept of a brand in general and the importance of having multiple things that distinguish your food brand so you can remain defensibly unique. There are many challenges in growing a national food brand and it is important to raise the right amount of money (usually more than you think) to support the roll-out of your national brand in grocery stores. Matt also talks about the social impact of Yumbutter™ and how that is hardwired into their DNA as a certified B-Corp, something that other brands lack. However, he talked about their customers first and foremost caring about the quality of their product and how the social impact of what they do figures in to the hierarchy of their messaging to consumers.

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