UMAI Social Circle

#35: How Steady Growth Created a Better CPG Business with April King

April King, founder of Better Than Provisions, joins Alison and Karin to discuss her journey of building her own keto-friendly, grain-free granola brand.

From farmers' market roots to an all-grown-up re-brand, April shares her biggest wins, advice she has for other founders, and how taking the Consumer Goods Growth Course has given her the confidence to show up on social for her community.

 Listen in to discover how April's motto to be "better than", paired with small steps and small actions, led to long-term growth.

 

Let's break it down for you:

[0:46 - 5:17] Introduction

[5:18 - 11:44] The leap of faith that took her brand from a hobby to a real business

[11:49 - 20:11] April's grassroots approach for steady growth

[20:13 - 25:30] How April connects to her audience to better share her brand's mission 

[25:32 - 30:50] What keeps April driven

[31:03 - 32:46] Looking forward for Better Than Provisions

[32:47 - 35:30] Using community & continued education to build her brand

[35:34 - 41:30] How April uses the Consumer Goods Growth Course to build her strategy & marketing knowledge

[41:34 - 44:11] Closing remarks

 

Mentions from this episode: 

Learn more and Join there mailing list -

• Check out their grain-free granola, here
• Instagram, here
• Facebook, here
• Use code UMAI20 and get 20% discount off to your entire order

Stay in touch:

Join UMAI’s Facebook Group: CORE 3

 

 

#34 CPG Pandemic Pivot with Diana Beshara, Co-founder & CEO of Cantina Royal

Co-Founder and CEO of Cantina Royal Hot Sauce, Diana Beshara, joins UMAI Social Circle podcast to chat about her biggest wins, challenges she overcame as an owner (including a major pandemic pivot from restauranteur to CPG brand owner), and how a pinch of luck landed her hot sauce on "Hot Ones", an Emmy nominated celebrity interview YouTube show with a viewing of over 100 million people. You're going to love this SPICY episode, so let's get into it! 🔊

 

Timestamp:

[0:47 - 8:30] Starting as a restauranteur

[8:31 - 12:00] How running a restaurant helped Diana succeed in CPG

[12:05 - 15:20] Why building a commercial space was the right move

[15:37 - 21:48] How Diana’s hot sauce became famous on the show "Hot Ones"

[21:55 - 27:43] From part-time to going ALL in

[27:48 - 29:17] How the Growth Course motivated Diana to market her biz

[30:07 - 33:29] How Cantina Royal used the Growth Course to cut their marketing spend in half without a decrease in sales

[33:42 - 36:05] Closing remarks

 

📩 Learn more and Join there mailing list -

Check out their bold inventive sauces: https://cantinaroyalhotsauce.com/

Instagram: https://www.instagram.com/cantinaroyalhotsauce/

Facebook: https://www.facebook.com/cantinaroyalhotsauce

👉🏼 Stay in touch:

Join UMAI’s Facebook Group CORE 3: https://www.facebook.com/groups/core3inspiration/

 

#33 Developing Relationships for Strategic Sales Growth with Amy Zitelman of Soom Foods

Amy Zitelman is the co-founder and CEO of the premium tahini brand, Soom Foods. In this podcast episode, join Alison and Karin, co-founders of UMAI Marketing, as they chat with Amy about her journey of bringing high-quality tahini to consumers here in the states. Discover how Amy successfully rooted Soom Foods in B2B first, created valuable relationships with chefs and influencers to help spread the Soom word, and how she's been using UMAI's Consumer Goods Growth Course to expand and train her marketing team (we love to hear it!). Sit back and turn the volume up! 🔊

 

Timestamp:

[0:45 - 5:09] Introduction

[5:10 - 8:14] Market research before launching

[8:21 - 13:05] Soom's omnichannel approach

[13:06 - 18:08] Tips for brands with high competition on shelves

[18:10 - 22:36] Nurturing influencer and chef partnerships

[22:46 - 26:11 ] How Soom created a foundation in restaurants first

[26:11 - 28:18] B2B vs. D2C channel marketing

[29:24 - 33:37] Navigating financial teams

[37:14 - 38:32] Amy’s advice to a small CPG business owner 

[38:47 - 39:52] Outro

 

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Learn more about -

Soom Foods

Facebook

Instagram

LinkedIn

 

👉🏼  Stay in touch:

Join UMAI’s Facebook Group: CORE 3 

#32 Going ”All-In” on your CPG Business with Morgan from Granarly

Granarly founder, Morgan Potts, joins Alison and Karin to discuss her dream of bringing granola baked with whiskey to the masses. She shares her business philosophy, how her brand landed on the shelves of Whole Foods, and how taking leaps of faith in business ended up driving much of her success. 

 

In this episode, Morgan shared how she made the jump from "half-in" to "all-in" on her CPG business, and what it's been like running the daily operations, sales, and marketing! See what's in store for Morgan and Granarly on this episode of UMAI Social Circle!

 

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Mentions from this episode: 

 

Learn more and Join there mailing list -

Shop Granarly

- use the code “UMAI20” 20% off 

Instagram

Facebook

 

Reach out to Morgan -

Email: morgan@granarly.com

Instagram

 

Stay in touch:

Join UMAI’s Facebook Group: CORE 3 

#31 Creatively Marketing your Herbal Brand while adhering to Regulations with Zoë and Summer

We're speaking with Zoë and Summer, herbalists, creatives, and regulatory nerds to share how herbal brands can creatively market their brands despite strict regulations. Zoë, a PhD in Plant & Soil Sciences, and Summer, Communications Manager and author of Kosmic Kitchen Cookbook, met while working at one of the largest herbal tea companies. They both dropped out of the corporate world at the same time and decided to join forces. They realized that in the world of herbal products, the regulatory and creative teams deeply need each other in business. In this podcast episode, join Alison and Karin, Co-Founders of UMAI Marketing, as they break down the journey of Summer & Zoë, as well as how they help herbal brands succeed. 

#30 Define, Align and Activate a Killer Brand Strategy with Katie Mleziva

Independent Brand Strategist, Katie Mleziva left the corporate world after working with brands like American Girl and Kraft Foods to pursue her own entrepreneurial journey as an independent Brand Strategist working with smaller more natural food businesses and farms. She joins UMAI Social Circle podcast to chat about why brand strategy is paramount and dives into detail on her three-pronged strategy for brand success. Let’s get into it! 

#29 The Good Audit Episode 4: The Cumin Club with The Rind PR

Join Alison and Karin as they audit The Cumin Club with Stef Shapira and Lindsey Leroy of The Rind PR! Learn about everything you need, from website click throughs to social copy as they look over this up-and-coming CPG brand. 

#28 The Good Audit Episode 3: Sippin Snax with The Rind PR

Join Alison and Karin as they audit Sippin Snax with Stef Shapira and Lindsey Leroy of The Rind PR! Learn about everything you need, from product bundling to social posting as they look over this up-and-coming CPG brand. 

#27 The Good Audit Episode 2: Lost River Apothecary with The Rind PR

Join Alison and Karin as they audit Lost River Apothecary with Stef Shapira and Lindsey Leroy of The Rind PR! Learn about everything you need, from sending product to influencers to product linking as they look over this up-and-coming CPG brand. 

#26 The Good Audit Episode 1: Willow Street Snacks with The Rind PR

Join Alison and Karin as they audit Willow St. Snacks with Stef Shapira and Lindsey Leroy of The Rind PR! Learn about everything you need, from influencer affiliates to product photography as they look over this up-and-coming CPG brand.