2024-10-25
37 分钟This is part two of our special series on building food businesses presented by Klaviyo. If you haven't heard part one from last week, go back and check it out. In that episode, three founders of three different food brands – Becca Millstein from Fishwife, Brian Rudolph from Banza, and Caue Suplicy from Barnana – shared how they got their start. Today, you’ll find out how these founders have grown their brands into category-defining businesses. You’ll hear about some challenging moments – and also strategic advice if you’re building your own business. This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was James Willetts. Our thanks to Klaviyo for sponsoring today’s episode. You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Hello and welcome to How I Built this.
I'm Guy Raz.
Last week I spoke to three founders of three different food brands about how they got their start.
This is part two of that conversation on building food businesses presented by Klaviyo.
And if you haven't heard part one from last week, go back in your podcast feed and check it out.
It's a great conversation.
In that episode we heard Becca Milstein, who co founded her brand Fishwife, that's figured out how to make tinned fish cool.
We also heard from Brian Rudolph, who wants to transform the pasta category with his chickpea based brand Bonza.
And finally, Kawi Suplisi, who brought his favorite childhood snack of dried bananas from Brazil to America with his company Barnana.
In today's episode, you'll find out how these three entrepreneurs have grown their brands into category defining businesses.
You'll hear about some pretty challenging moments and also strategic advice if you're building your own food business.
But first, how do they even get people to try their products?
Here's how Becca from Fishwife did it while selling tinned fish direct to consumer during the pandemic.
Here you are living in a desert town a couple hours outside of la.
You've got the labeling and I know you raised a little bit of money from friends and family to get a production run.
You've got a cannery in Oregon that's gonna work with you, but you gotta sell it right Then you gotta get the word out.
What did you do?
Did you even with like ads on Instagram and social media, like, how do you get people to click the order button and try this?
It's the most universal truth in CPG and in food that your packaging has to be extremely compelling, both on the grocery shelf, but also very much on social media.
So I think, you know, the position that we had was by being the first to really try to upend the category and by doing it in such an interesting way.