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Becca Milstein

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25
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2024-10-25
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2024-10-25
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  1. “That Becca Milstein, co founder and CEO of Fishwife, Ryan Rudolph, co founder and CEO of Bonza, and Kauai Suplice. Co founder and CEO of Barnan Thanks so much for listening to this special episode series broadcast. And before you go Make sure to click the follow button on your podcast app so you never miss a new episode. Show, and as always, it's free. This episode was produced by Alex Chung with Music composed by Rumtin Era Bluey. It was edited by John Isabella. Our audio engineer was. James Willetts, our production staff also. Estevez, Christmasini, Devin Sch JC Howard, Catherine Cyp Carrie Thompson and Neva Grant. I'm Guy Ross, and you've been listening to How I Built This.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  2. “People who are ve Kaui also grain free products that you make. How do you think about acquiring new customers? And then who do you think of when you think of that kind of core customer?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  3. “As you all know, this episode is supported by Clavio, and this is a brand that does sort of marketing automation, right? That kind of automates SMS and email marketing for businesses to acquire and then retain and grow customers through that kind of marketing. And I wonder how you think about customer acquisition and targeting maybe a core type of customer or like a maybe there's sort of an avatar for who you imagine using your products. First to you, Brian, how do you guys acquire and then seek out and who is the kind of person you're looking for?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  4. “Becca, I'm curious. I mean, one of the perils of being successful and really opening up a category is lots of other people say, wait a minute, why am I not in that category? And they jump in and then it becomes more complicated, especially when the big players in that category were kind of asleep at the wheel, and then they start to ramp things up again. Because now you have attracted competitors and even some of the big brands are looking at you and thinking, hmm, maybe we need to do some of this. How do you withstand that? How do you pivot to make sure that you stay sort of a leader in your category?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  5. “Are looking for class action lawsuits. And again, not to vilify lawyers. I'm married to one, but there are industries out there people who are looking for ways to go after brands because there's a business opportunity.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  6. “What I've learned, I think, from over 600 episodes of this show is that crises pass faster than you think, that we remember them as being longer than they actually are in the grand scheme of things. Every brand, every business has had a crisis or some kind of crisis that has passed. And I'm sure all of you have had, I mean, Becca, you talked about your own with the falling out with your co-founder. I'm assuming you guys have had some crises as well that you had to deal with.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  7. “Brian, I want to talk to you about a recent challenge. Your brand has become the fifth best-selling pasta brand in the United States, which is extraordinarily remarkable. I mean, this is a huge category. Pasta is a massively widely consumed food product. But earlier this summer, there was a group that claimed that there was a chemical detected in your pasta that's not healthy. And they started to kind of talk about this. Tell me a little bit about how you've dealt with that, how you're responding to it, and what you feel businesses can do. In research and science.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  8. “I love this perspective because it's very counterintuitive, right? Like the Paul Graham model and the famous founder of Y Combinator, he says he only invests in businesses that have co-founders. And the reasons why it makes sense for many, many people because it's tough starting a business. And there are going to be moments where you feel like you're not going to make it. And having somebody with you on the journey can be very helpful. I have a production company. We make kids programs. I've got co-founders. We're very close partners. Kowie, I know that you have very close co-founders Brian, your brother's your co-founder. Oftentimes we don't, when we start businesses, most of us don't want to sort of have those tough conversations. It's almost like a prenuptial agreement. Most people don't do them because they just feel weird and unromantic, even though they might make sense, right? And there's this kind of a version of this with getting a co-founder. And I wonder, Kaui, when you brought on your co-founders, did you guys have those?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  9. “Hey, welcome back to How I Built This I'm Guy Ross. Here's more for my conversation with Becca Milstein from Fishwife, Brian Rudolph from Bonza, and Kauai Suplici from Barnana. So I do want to ask, and we've talked about challenges, but I do want to ask about a couple of tough moments that you've all been through, and I want to start with you, Beka, because starting a business is challenging, especially when you have co-founders and others. And I know that you had a co-founder, you had a falling out, you haven't talked about it publicly very much, and I'm sure it was personally painful, but I'm wondering if you can share a little bit about what you've learned as you've navigated that experience, because this is very common. We've had many, many examples of this on the show. Humans are humans, and we make the different decisions, and we have different views and philosophies about where the business should head. So tell me a little bit about what you've learned from that.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  10. “And treating every interaction like it counts because it does. To do it well, you need tools that turn customer data into powerful insights and deliver spot on, personalized experiences wherever your customers are. That's where Clavio comes in. Today, over one hundred fifty thousand brands grow more personalized customer relationships with Clavio, because at Clavio, making every moment count matters, not only during Black Friday to Cyber Monday, but every day of the year, with time-saving AI powered email, SMS, and more, Clavio helps you build smarter digital relationships with your customers. This Black Friday to Cyber Monday make every moment count with Clavio. Learn more at KLAVIO. com. FCM.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  11. “You know that feeling when your favorite brand really gets you? Deliver that feeling to your customers every time. Memorable moments like these are key to building your business and your brand. Clavio turns your customer data into real time connections across AI powered email, SMS, and more, making every moment count so you can continue to build smarter, more meaningful relationships with your customers. Redclay Hotsu's co-founder and CEO Molly Feening believes that email has been key to raising their customer lifetime value. I'd say she's on to something, but results like this don't happen instantly. They take time and a deep understanding of your customers building real connections.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  12. “When we come back in just a moment, Becca, Brian, and Kauai talk about some of their most challenging moments and advice for founders starting food companies today. Stay with us, I'm Guy Ros, and you're listening to a special episode of How I Built This brought to you by Claudio.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  13. “How about you, Koei? I mean, you guys also have several different products. I mean, you've got the Chewy Classic dehydrated bananas, but then you've also got chocolate-dipped bananas, and then you also have other products that you sell chips, for example, plantain chips, and other things. How do you guys decide what works? And have you tried something that didn't work and then you just kind of pulled it down?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  14. “When does it make sense? When did it start to make sense for you guys to really start to expand it out? And why did that make sense?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  15. “In one of our earliest episodes was with Herb Kelleher of Southwest Airlines, and he talked about the secret of their success, which is they only fly 737, so they only need to service those aircraft, right? They only need to get parts of that plane, which is like the Honda Accord of airplanes. And they turned planes around very quickly. So very efficient business, not too many offerings. You line up and you go on the plane. That principle also applies to food businesses. In Out Burger, we've had raising canes on the show, right? They offer four things. Initially, you had two pasta, right? Rotini and Pene. Now you've got like Cavitelli and Roti, you know, beyond rotini, you've got wheels and alphabets and Cascatelli and Bucatini and Pene. I mean, all these different, and you've got rice and pizza and mac and cheese and protein waffles. I mean, arguably it's more, it would be more efficient to just do two kinds of pastas and really lean into that.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  16. “So, in your business, it makes sense that you've got sort of a clear and, I would say, limited number of SKUs, right? You've got trout, anchovies, and tuna and sardines and smoked salmon, and a couple of different flavor variations, right? But I wonder, and this is for all of you, and I'll start with you, Becca, how do you decide how many different product lines, different products to offer? Is it, in your view, like as you kind of begin to grow in scale, is it just tinned fish that you want to focus on or at what point do you start to think maybe we should sell pasta to go with this tinned fish or certain kinds of crackers or other things?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  17. “In your first full year, you also ran into a pretty difficult setback. I guess the cannery that you were working with in Oregon was backed up and they said, we cannot get your product out for many, many months.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  18. “Yeah. Kellie, how were you guys able to get people to try this? I mean, dried bananas are not totally unusual, but still, you know, obviously raisins, I'm assuming, and dried apricots, you know, when you're talking about dried fruits, those are the best sellers. But dried bananas, you know, not so much. So how did you get people to try this thing?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  19. “What you've got at the end of the aisle in the grocery store, because I'm assuming you were put in the gluten free section initially. You weren't put with the regular pasta.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  20. “Brian, once you got into Meyer, just having it on the shelf is not enough. Eventually you would settle on your sort of now iconic orange packaging. It really jumps off the shelves. Orange is just an orange box, very few things on the packaging. But still, you need people to try it and to adopt it because it's a new thing. Chickpea pasta, a little weird at the time. How did you get people to try it and to start to use it?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  21. “But really, to get them to try it, you really focused on just getting them to buy it because they thought the packaging was really cool and interesting.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  22. “And did you give influencers advice on how to talk about it? Because for some people, they would see it and say, well, what do I do? I just open up the can and just eat it with a fork? Do I make a pasta out of it? Do I throw it in a pan and heat it up? Did you help the influencers kind of show people what to do with it?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  23. “And so you would go to micro influences, right? Because this is because a lot of them will say, well, I'm not going to do this unless I'm paid or unless there's something in it for me. So how did you navigate that with a limited amount of money that you were working with?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  24. “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 going to work with you. But you've got to sell it, right? Then you've got to get the word out. What did you do? Did you, even with ads on Instagram and social media, how do you get people to click the order button and try this?”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT

  25. “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 Clavio. 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 Cowie Suplici, 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.”

    2024-10-25 · How I Built This with Guy Raz · What It Really Takes To Build a Food Business: Part 2 · IDENTIFIED FROM THE TRANSCRIPT