Brand New Blueprint by Smoketown
24 episodes - English - Latest episode: about 3 years ago - ★★★★★ - 27 ratingsThere's a new blueprint for building brands that matter. Let's learn from the most disruptive Founders & CEOs in consumer products while the ink is still wet. Their brands are mission-driven, with new business models and non-traditional paths to market. Brand New Blueprint is produced by Smoketown, a brand strategy and design consultancy that helps visionaries build bold, inspiring brands that are grounded in real consumer needs.
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Episodes
JuneShine: Forrest Dein, Co-Founder & Chief Creative Officer
April 09, 2021 12:00 - 57 minutes - 39.7 MBHow did JuneShine, a hard kombucha brand started in a garage in San Diego, become a rocket ship that is disrupting the alcohol industry while setting a new bar for sustainability? Forrest Dein, Co-Founder & Chief Creative Officer, grew up in Hawai'i, where his exploration of the beautiful landscape became a passion for the planet. Years later, he and his old college roommate found a way to combine that passion with helping to create a new alcohol category. In this episode, Forrest shares how...
Planet FWD: Julia Collins, Founder & CEO
February 11, 2021 04:00 - 1 hour - 43.7 MBHow did Julia Collins, a three-time founder and the only Black woman in history to found a unicorn, create a new venture that channels her passion for joy, food, radical inclusion and regenerative agriculture? Her company, Planet FWD, makes it easier for food brands to create climate friendly products through a software platform that simplifies the search for sustainable, regenerative and climate-friendly ingredients. Planet FWD also owns the software platform's first client, a climate-frien...
Everytable: Sam Polk, Founder & CEO
December 15, 2020 03:00 - 58 minutes - 40.4 MBHow did Everytable, a social enterprise in Los Angeles, create a food service business that can solve two persistent symptoms of racism -- food deserts and the wealth gap? When Sam Polk quit his coveted job on Wall Street, he watched a Netflix documentary about poverty and food that lit a fire...eventually leading to Everytable, a brilliant restaurant chain in South L.A. Everytable has figured out how to sell high quality, incredibly healthy food that is affordable for residents of underserv...
Amore Congelato: Thereasa Black, Founder & CEO
November 11, 2020 00:00 - 35 minutes - 24.6 MBHow did a Chobani Incubator brand, founded by a single mother who serves in the military, start out as a promise to the founder's daughter and become a rising star in the plant-based dairy scene? Thereasa Black carries a heavier load than most of us can imagine. She could be redeployed to a combat zone at any moment. She’s raising a preschooler by herself. All while navigating the challenges of managing a gelato shop and building a CPG brand from scratch. In this episode, Thereasa shares ho...
Hodo: Minh Tsai, Founder & CEO
October 21, 2020 14:00 - 51 minutes - 35.2 MBHow did a plant-based food brand expand from farmer's markets to every Chipotle and thousands of grocery stores by focusing on quality, innovation and empathy for its employees? Minh Tsai, Founder & CEO of Hodo Foods, quietly built one of the most influential food brands in the U.S. by channeling the empathy that he learned as a Vietnamese refugee. In this episode, Minh shares how his mission-driven company combined "old school" business fundamentals with artisanal craft, a commitment to jus...
Good Eggs: Bentley Hall, CEO - Part 2
July 01, 2020 00:00 - 27 minutes - 18.9 MBWhat's fueling the runaway success of Good Eggs in e-commerce, and how does it decide which brands to sell? In our second conversation with CEO Bentley Hall, he shares the company's turnaround story, including the blueprint that's driving their obsessive focus on "absurdly fresh groceries" in northern California. Beyond the company's strategy, he lays out the specific criteria that any brand needs to achieve in order to maximize its shot at being on the Good Eggs platform. See below for wha...
Good Eggs: Bentley Hall, CEO - Part 1
June 30, 2020 20:00 - 34 minutes - 23.6 MBHow could an e-commerce company double in size in just 120 days and still anticipate more growth? That's what Bentley Hall is experiencing as CEO of Good Eggs, an online grocery retailer that has become a rocket ship since COVID-19. In this episode, the first of two parts, Bentley shares how his purpose-driven company kept up with "infinite" demand growth and why he's betting that these changes in shopping behavior are permanent. See below for what you'll learn in this episode. * How to fi...
Beyond Good: Tim McCollum, Founder & CEO
June 25, 2020 15:00 - 1 hour - 45 MBWhat happens when a company’s social mission is so clear, so all-in, that it actually leads to a breakthrough? That’s what happened for Tim McCollum, founder and CEO of Beyond Good (formerly called Madécasse), a chocolate company committed to improving livelihoods in Madagascar. But that commitment led to an amazing discovery that helped the brand get to a new level. See below for what you'll learn in this episode. Text the word BLUEPRINT to 66866 for additional advice and tools to apply wh...
Partake: Denise Woodard, Founder & CEO
May 27, 2020 11:00 - 38 minutes - 26.8 MBWhat happens when Jay-Z becomes an early investor in your company? For Denise Woodard, founder and CEO of the allergen-free cookie startup Partake Foods, the answer was simple: she stayed scrappy. During this episode, Denise offers a masterclass in scrappiness -- from selling her wedding ring to fulfilling hundreds of Amazon orders in her living room to making deliveries around New York City in her SUV. See below for what you'll learn in this episode. Text the word BLUEPRINT to 66866 for ad...
Bread SRSLY: Sadie Scheffer, Founder & CEO
March 27, 2020 22:00 - 53 minutes - 36.6 MBHow does a brand drive epic levels of velocity and loyalty with zero venture capital investment? Many founders assume that equity investment is the only way forward...but most of them will struggle to successfully close a round. With a severe recession looming, fundraising will be harder than ever. That's why this conversation with Sadie Scheffer is so valuable. She is the Founder & CEO of Bread SRSLY, a gluten-free sourdough company that has never raised outside equity investment, despite c...
OLIPOP: David Lester, Co-Founder - Part 2
March 01, 2020 21:00 - 37 minutes - 25.6 MBWhat does it take to disrupt a gigantic category like soda? In this episode, part two of a two part series, OLIPOP's co-founder David Lester breaks down how the team created a wildly successful brand that looks like soda, tastes like soda, and yet somehow is nothing like soda. His story includes OLIPOP's lessons and missteps, plus advice from David's years leading innovation at Diageo. See below for what you'll learn in this episode. Text the word BLUEPRINT to 66866 for additional advice an...
OLIPOP: David Lester, Co-Founder - Part 1
March 01, 2020 21:00 - 31 minutes - 21.9 MBHow did a beverage start-up generate so much momentum that it closed a $10 million round of financing after just one year on the market? In this episode, part one of a two part conversation, David Lester explains that OLIPOP, a sparkling tonic that tastes exactly like soda, is actually their second attempt to disrupt the soda category. He and co-founder Ben Goodwin tried nearly seven years ago with a probiotic soda called Obi. See below for what you'll learn in this episode. Text the word B...
4th & Heart: Raquel Tavares, Founder & CEO
October 28, 2019 15:00 - 35 minutes - 24.7 MBHow do you achieve over 4,000% growth with a niche product mostly known for Indian cooking? In this episode of Brand New Blueprint, find out how Raquel Tavares and her team at 4th & Heart built the #4 fastest growing food/bev company in the country...and in one of the most unlikely product segments: ghee. Here's what you'll learn from this episode: * How positioning can reframe a brand from niche to staple * How to turn setbacks into leaps forward * Ways to keep track of food trends, and...
Raquel Tavares: Strategy, Clarified
October 28, 2019 15:00 - 35 minutes - 24.7 MBHow do you achieve over 4,000% growth with a niche product mostly known for Indian cooking? In this episode of Brand New Blueprint, find out how Raquel Tavares and her team at 4th & Heart built the #4 fastest growing food/bev company in the country...and in one of the most unlikely product segments: ghee. Here's what you'll learn from this episode: * How positioning can reframe a brand from niche to staple * How to turn setbacks into leaps forward * Ways to keep track of food trends, and...
A Dozen Cousins: Ibraheem Basir, Founder & CEO
August 11, 2019 22:00 - 41 minutes - 28.6 MBWhat is the disruptive potential of America's new, record-breaking level of diversity? For Ibraheem Basir, one of those implications is clear: As the country's racial and ethnic make-up shifts, consumers will demand more cultural authenticity from the food they eat. That core thesis led to the creation of A Dozen Cousins, an award-winning brand of ready-to-eat beans that's poised to become a formidable platform for culturally authentic food with clean, healthy ingredients. In this episode,...
Ibraheem Basir: Why Authenticity Matters
August 11, 2019 22:00 - 41 minutes - 28.6 MBWhat is the disruptive potential of America's new, record-breaking level of diversity? For Ibraheem Basir, one of those implications is clear: As the country's racial and ethnic make-up shifts, consumers will demand more cultural authenticity from the food they eat. That core thesis led to the creation of A Dozen Cousins, an award-winning brand of ready-to-eat beans that's poised to become a formidable platform for culturally authentic food with clean, healthy ingredients. In this episode,...
John Foraker: Purpose-Driven Disruption, Part 2
May 23, 2019 20:00 - 36 minutes - 16.7 MBHow do you create a new category? In our second conversation with John Foraker, he explains how Once Upon A Farm is creating the fresh baby food category. Just 18 months into the journey, the brand has already tripled velocities and expanded distribution by 30X. What's the blueprint? Learn how this start-up built its sell-in story for retailers, uncovered critical consumer insights, and figured out how to explain its benefits to consumers. John is Co-Founder & CEO at Once Upon A Farm. Prio...
Once Upon A Farm: John Foraker, Co-Founder & CEO - Part 2
May 23, 2019 20:00 - 36 minutes - 16.7 MBHow do you create a new category? In our second conversation with John Foraker, he explains how Once Upon A Farm is creating the fresh baby food category. Just 18 months into the journey, the brand has already tripled velocities and expanded distribution by 30X. What's the blueprint? Learn how this start-up built its sell-in story for retailers, uncovered critical consumer insights, and figured out how to explain its benefits to consumers. John is Co-Founder & CEO at Once Upon A Farm. Prio...
Once Upon A Farm: John Foraker, Co-Founder & CEO - Part 1
May 19, 2019 17:00 - 30 minutes - 13.8 MBWhen John Foraker and actress Jennifer Garner joined Once Upon A Farm, a fresh baby food start-up, guess what they did first? They created its mission and values. In this episode, the first of two with John, he explains why creating a clear mission has been pivotal for every company he's led, including lessons that you can apply to your own brand. For both Annie's, Inc., and Once Upon A Farm, their missions not only solidified company culture, but jumpstarted disruptive growth. John is Co-F...
John Foraker: Purpose-Driven Disruption, Part 1
May 19, 2019 17:00 - 30 minutes - 13.8 MBWhen John Foraker and actress Jennifer Garner joined Once Upon A Farm, a fresh baby food start-up, guess what they did first? They created its mission and values. In this episode, the first of two with John, he explains why creating a clear mission has been pivotal for every company he's led, including lessons that you can apply to your own brand. For both Annie's, Inc., and Once Upon A Farm, their missions not only solidified company culture, but jumpstarted disruptive growth. John is Co-F...
Dirty Lemon: Zak Normandin, Founder & CEO
April 22, 2019 12:00 - 33 minutes - 15.3 MBWhen Zak Normandin founded Dirty Lemon, a beverage brand with celebrity fans, he and his team broke every rule. High price, no retail distribution, experimental ingredients. Dirty Lemon even bought a technology company best known for weather forecasts. But it's working...extremely well. Coca Cola led the most recent $15 million fundraising round for Dirty Lemon's parent company, Iris Nova. In this episode, Zak, CEO of Iris Nova, explains how Dirty Lemon won and why there's "no playbook" to ...
Zak Normandin: Dirty Lemon, the Rule Breaker
April 22, 2019 12:00 - 33 minutes - 15.3 MBWhen Zak Normandin founded Dirty Lemon, a beverage brand with celebrity fans, he and his team broke every rule. High price, no retail distribution, experimental ingredients. Dirty Lemon even bought a technology company best known for weather forecasts. But it's working...extremely well. Coca Cola led the most recent $15 million fundraising round for Dirty Lemon's parent company, Iris Nova. In this episode, Zak, CEO of Iris Nova, explains how Dirty Lemon won and why there's "no playbook" to ...
REBBL: Sheryl O'Loughlin, CEO
February 26, 2019 17:00 - 33 minutes - 15.6 MBSheryl O'Loughlin is the CEO of REBBL, a functional beverage brand that was created, literally from day one, to defeat human trafficking. But, before REBBL, she had walked away from leading CPG companies forever. Learn how Sheryl is building the most impressive Benefit Corp in the CPG industry -- but doing it very differently than Clif Bar and Plum Organics, both of which she previously led as CEO. Sheryl is also an author. In 2017, she introduced her book, Killing It: An Entrepreneur's Gui...
Sheryl O'Loughlin: REBBL with a Cause
February 26, 2019 17:00 - 33 minutes - 15.6 MBSheryl O'Loughlin is the CEO of REBBL, a functional beverage brand that was created, literally from day one, to defeat human trafficking. But, before REBBL, she had walked away from leading CPG companies forever. Learn how Sheryl is building the most impressive Benefit Corp in the CPG industry -- but doing it very differently than Clif Bar and Plum Organics, both of which she previously led as CEO. Sheryl is also an author. In 2017, she introduced her book, Killing It: An Entrepreneur's Gui...