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Tagged: “Sales and Marketing”

Consider That Unconventional Market

Consider That Unconventional Market

The best food entrepreneurs know which markets they should be in and optimize for. If they have a niche product, they should only be in markets and channels where their product will get traction and will be supported by the store and the store’s customers. But, in the absence of all the data entrepreneurs need to fully understand their customer (including sales data), it may not be clear where is the best market for their products. While most shoppers still get the bulk of their food from brick and mortar grocery stores, we encourage food entrepreneurs to think outside the box in terms of how they reach customers, including unconventional markets if their location or customer data suggests it is a good idea.

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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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Your Relationships With Your Customers Are Your Food Business’ Biggest Asset

Your Relationships With Your Customers Are Your Food Business’ Biggest Asset

In a marketplace with rapidly changing food preferences, restrictions, diets and ethical concerns around food production, one of your biggest challenges is figuring out how to deliver a product that solves enough problems for the right customers while building a strong relationship with them. Food entrepreneurship is a stressful endeavor, full of obstacles and roadblocks. No entrepreneur does it alone, and in addition to having a great team at the governance and management levels, the best food entrepreneurs develop deep enough relationships with their customers so that their customers become deeply invested in the company’s success.

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Where Does My Food Brand Need To “Be”?

Where Does My Food Brand Need To “Be”?

There are wide variety of tools and marketplaces to reach customers for today’s food brands. And, sometimes the ideal distribution path looks different than the entrepreneur intended when they started the business. The brands that survive today’s marketplace will be making decisions about distribution and channels of delivery with their customers’ expectations and preferences center stage.

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Food Entrepreneurship and Resilience: A Funky Fresh Take With Trueman McGee

Food Entrepreneurship and Resilience: A Funky Fresh Take With Trueman McGee

Funky Fresh Spring Rolls is a company that produces uniquely flavored, hand rolled spring rolls that are baked or grilled (not fried) with fresh and local ingredients. Originally, the founder had wanted Funky Fresh to go directly to grocery store retail in part to avoid the all-consuming nature of owning a restaurant. But, grocery stores have competitive margins and shelf space where it is difficult to get trial, potentially limiting his cash flow at the early stage of the business. The Funky Fresh team began selling at Farmers Markets, which in addition to providing early cash flow have functioned as market research, allowing them to talk directly to consumers about the price point and what flavors are most popular. Funky Fresh has also been selling at sporting events, festivals and through catering, but recently opened up a temporary retail location. The company has plans to distribute frozen versions of their product to grocery stores in 2019/2020 after opening a few more retail locations and a “Funky Fresh Fun Factory” to mass-produce rolls.

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Grow Your Food Brand On Amazon, If You Constantly Optimize

Grow Your Food Brand On Amazon, If You Constantly Optimize

The Amazon platform provides a means for small and emerging brands to find an audience and generate sales if they dedicate time and resources to ensure discoverability on the platform by constantly optimizing product pages with the right keywords and features once the user is on the page, in addition to paying for keyword-based advertising. Many food and beverage brands have found that they need to sell variety packs or other bundles to get their products to the $10 – $20 price point that is optimal for both what consumers are looking to pay while balancing achieving profitability on each unit that is not possible with selling individual products for less than $10. While there are some perishable products available through Amazon Fresh or Amazon Prime Now, the brands that have the most traction today in selling through Amazon tend to have shelf-stable products.

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How This Hard Cider Business Is Learning From “The Struggle”

How This Hard Cider Business Is Learning From “The Struggle”

Brix Cider is a hard cider company in southern Wisconsin with about 1,000 trees, many of which were hand-grafted from local cultivated and wild apple varieties. After initially home brewing for many years, the hard cider company eventually connected with a local winery that had extra production capacity and began producing in small batches and self-distributing throughout southern Wisconsin. Their ultimate goal is to open a cider tasting room (increasing margins and cash flow); however, there have been many elements preventing them from getting their own facility. Through this struggle to find the right space, they have learned business problem solving skills and financial literacy. The combination of pragmatism and passion they have demonstrated has allowed them to work through and overcome “The Struggle” as they look to growing their business in the future.

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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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