Why Lance Collins, Creator Of Billion-Dollar Brands, Can’t Stop

The New York Times recently hailed Graza’s “sizzle” variety as “the best all around olive oil that you can buy in a store.” It’s the latest high-profile praise for the brand, which launched in 2022 and is beloved for its chef-inspired, squeezable green bottles. While acclaim for Graza has become commonplace, its popularity among influencers has led some to mock it as “the Instagram olive oil.”  Occasional derision, however, is fine with co-founder and CEO Andrew Benin. Being aligned with one of the world’s most popular social media platforms is a good thing, he says, and should be celebrated. Since its debut, Graza, which markets extra virgin olive oil sold in “sizzle” and “drizzle” varieties, has been a constant presence in the pantries and kitchens of Instagram, YouTube and TikTok influencers. Virality has helped the brand generate millions of dollars in direct-to-consumer sales and supported its presence at national retailers, including Whole Foods, Target and Walmart. According to a recent CNBC report, Graza expects to bring in over $48 million in gross sales by the end of 2024. We sat down with Andrew for a conversation about how Graza has inspired authentic and fervent enthusiasm for its products on social media, how the company has maintained relationships with influencers “at scale” and how taking a bet on the upside has guided its demand planning strategy. He also explains why he describes Graza as an “early team-led company” versus a founder-led one and shares his nuanced perspective on profitability. Show notes: 0:35: Interview: Andrew Benin, Co-Founder & CEO, Graza —Andrew and Taste Radio editor Ray Latif recall their first conversation as part of an episode of BevNET & NOSH’s Elevator Talk and discuss The New York Times’ coverage of Graza. Andrew talks about the impact of creating a “memorable action,” how his lightbulb moment occurred in the shower, why he describes working for other entrepreneurs as part appreciation and part envy, and why he views Graza as a “best supporting actor.” He also explains why social media needs to be “a part of your brand’s DNA at inception, how the company’s social media strategy and team have evolved, the importance of hiring people that are motivated and nimble, why the development of Graza’s refill cans addressed several consumer and operational challenges, and his belief that “ you shouldn't get too much credit for being profitable and not knocked for being unprofitable.” Brands in this episode: Graza, Dr. Bronner’s, Magic Spoon 

It’s rare for a five-month-old CPG brand to be featured in the checkout aisles of one of the world’s largest retailers. But Katie Lefkowitz, the founder and CEO of Harken Sweets, an upstart brand of plant-based, better-for-you candy bars, made it happen. Prior to launching Harken, Katie was the chief operating officer of Caulipower, helping the cauliflower-centric brand generate $100 million in sales annually within four years of its launch. In 2022, she set her sights on the confectionery space with the goal of creating a brand that rivaled legacy players like Snickers in terms of taste and texture, but made with significantly less calories and sugar and enhanced with functional ingredients. Harken was the result. The brand debuted earlier this year and comes in three varieties: the Crunchy One, the Gooey One and the Nutty One.  Last month, Walmart added Harken’s Crunchy and Nutty varieties to 3,500 of its locations across the U.S. The retailer merchandises the candy bars in the cash register aisles of its stores next to category stalwarts like Twix and Payday. In this episode, we speak with Katie about how a personal crisis led her to create Harken, how she drew upon her professional experience to develop the candy bars, and how she secured and prepared for a pitch meeting with Walmart. She also explains why the category buyer said “yes” almost immediately, balancing a healthy margin with a reasonable everyday price and how the company is supporting sales growth at Walmart. Show notes: 0:42: Is That My Daughter In There? CPG Heroine (Check The Spelling). Aye, Poppi. – A local brand feeds the beast(s) just before the staff lunch, which, for some, becomes unnecessary. The hosts reveal their favorite moments of BevNET Live (the pen of judgment!) and discuss the ramifications of a high-profile class-action lawsuit. They also binge on boba (not popping) pearls. 22:43: Interview: Katie Lefkowitz, Founder & CEO, Harken Sweets – Taste Radio editor Ray Latif professes his passion for Harken; Katie talks about how cancer impacted her dietary habits and her perspective of “food as medicine.” She also discusses the challenges of developing a candy bar that can compare to ones like Snickers, why it’s imperative for entrepreneurs to be honest with themselves about taste and how package design influences retail strategy. Katie also talks about how Walmart buyers are empowered to “own their sets,” why understanding how the retailer operates was valuable information, how the popularity of GLP-1 drugs factored into Walmart’s decision and how a minor degree in consumer psychology helps guide her assessment of the CPG landscape. Brands in this episode: Dumpling Daughter, Poppi, Twrl Milk Tea, Heath-Ade, Bai, Harken Sweets, Caulipower

Jocko Willink admits that he made mistakes during his time in the military. The retired Navy SEAL lieutenant commander, author and entrepreneur says that, in some cases, his errors led to circumstances in which “things went terribly wrong.” Certainly, it’s difficult to compare the experiences of leading soldiers on the battlefield and running a CPG company. But Jocko, who is the founder of better-for-you beverage and supplement brand Jocko Fuel, believes that in any situation when mistakes occur, it’s important for the person in charge to take ownership, figure out a solution and find a way to make sure the problem doesn’t happen again. That perspective is a core tenet of Jocko’s leadership style, which guides Jocko Fuel. Born as Jocko Tea in 2018, the brand has evolved into a CPG platform that markets several product lines, including energy drinks, protein shakes, greens powder and hydration beverages. Jocko Fuel has a nationwide retail footprint and is carried at grocery chains H-E-B, Meijer and Wegmans along with GNC, The Vitamin Shoppe and 7-Eleven. We sat down with Jocko for a conversation about the development of Jocko Fuel, including why having a “military mindset” means more than you might think and how his personality and beliefs are embedded into every aspect of the brand. He also talks about empowering his team to navigate the complexities of running a modern consumer brand and its alignment with private equity firm Goode Partners, which invested $30 million in Jocko Fuel in 2022. Show notes: 0:35: Interview: Jocko Willink, Founder, Jocko Fuel – Jocko explains his daily reading habit, why he wakes at 4:30 AM each morning and how that routine has benefited him as a soldier and entrepreneur. He also explains how his military experience taught him to approach every situation with an open mind and to listen to feedback, the reason that Jocko Fuel energy drinks contain less caffeine than competing products, and why he isn’t managing the brand’s retail strategy. Jocko also explains what he means by “extreme ownership,” why he believes that the buck always stops with him, his perspective on competition, the influence of company investors on management decisions,his role in the promotion of Jocko Fuel, and the brand’s pricing strategy. Brands in this episode: Jocko Fuel

Have non-alcoholic cocktail menus gone the way of the BlackBerry? Milan Martin thinks so, and he has good reason to believe it. Milan is the founder and CEO of The Free Spirits Company, a brand of hand-crafted, non-alcoholic spirits and RTD cocktails. Founded in 2020, the company markets zero-proof bourbon, gin, tequila, amaro and vermouth, along with a canned margarita and Kentucky mule. Milan’s vision is not to replace spirits from consumers’ drinking occasions, but to empower them – and bartenders – with the optionality to create no- or low-proof cocktails, depending on their mood and setting.  Free Spirits products are produced using a process it describes as “distillate reconstruction.” The company sources natural ingredients – American white oak, European juniper, and Mexican blue agave, to name a few – and distills their essences while reconstructing the nose, flavor notes and mouthfeel of traditional spirits. Vitamins B3 and B6 are also added to enhance the consumption experience. In our interview, Milan talks about the “aha” moment that led him to create The Free Spirits Co., why flavor improvement is a process, how to convince someone who didn’t like a product the first time to give it a second try, and why he’s bullish on the brand’s RTD cocktails. Show notes: 0:35: Community, Class, Clouds and Cookies – BevNET’s director of community Melissa Traverse joins the show and chats about recent and upcoming episodes of Community Call and the hosts collectively talk about valuable content for early-stage founders at BevNET Live Summer 2024. They also munch on mood-boosting, freshly baked cookies (and some crispy ones, too) and highlight Cloud Water’s new look energy drinks along with a new flavor variety for a sparkling tea brand. 22:20: Interview: Milan Martin, Founder & CEO, The Free Spirits Co. – Milan shares recommendations for Philadelphia restaurants, before Taste Radio editor Ray Latif shares an anecdote about the popularity of non-alcoholic cocktails in Boston. Milan explains why he undertook “zero” market research when developing Free Spirits, why cocktails generate irrational behavior (but not in the way you’re thinking) and the most common reasons that people buy his products. He also quotes Netflix founder Reid Hoffman when discussing flavor development, why niche retailers are a big part of the brand’s consumer trial strategy and why building strong relationships with the hospitality industry has helped the company compete with deep-pocketed brands Brands in this episode: The Free Spirits Co., Fancypants Baking Co., Doughpamine, Bang, Oathaus, Honey Mama’s, Cloud Water, Sarilla, Seedlip, Ritual Zero

Despite major strides taken by a new generation of bold entrepreneurs and brands, Black-owned food and beverage companies still face persistent headwinds getting on the shelves of mainstream supermarkets, finding significant investment,and scaling long-term. From a consumer and an equity standpoint, this is untenable. A significant slice – 14% – of American consumers are Black. We know that there are Black founders out there but they are not necessarily making their way into our consciousness or on the radar of much of the established CPG structure.  As a resource for all founders, Taste Radio, in collaboration with Quentin Vennie, the co-founder and CEO of beverage brand Equitea, has developed a special series that highlights conversations on various aspects of the challenges felt by all entrepreneurs filtered through the experience of Black founders. We also discuss the ways that the environment has changed, and how it has not, as well as identifying resources that our founders may not yet realize exist.  In this first edition of the series, we sat down with Quentin, Partake Foods founder Denise Woodard and Ibraheem Basir, the founder of A Dozen Cousins, for a roundtable discussion that explores the foundational reasons that each started their brands, how modern Black-owned brands are extending a legacy of Black entrepreneurship, ways in which they are building their companies’ culture to reflect their own, and the impact of Black-owned and ethnic-themed brands in expanding the audience for natural and organic foods. Show notes: 0:35: Quentin Vennie, Equitea; Denise Woodard, Partake Foods; Ibraheem Basir, A Dozen Cousins – Quentin discusses the origins of the special series and the goals he hopes to achieve; Ibraheem and Denise talk about their respective families history in entrepreneurship, before Quentin explains how the creation of Equitea is partly rooted in his inability to find products that represented him or his culture. Ibraheem and Denise discuss the impact of their experience in corporate CPG companies in the development of their brands; they also explain what gave investors and retailers confidence to “place a bet” on their brands. The trio also talk about how the ebb and flow in how the CPG industry supports Black founders via diversity initiatives and why Quentin was unable to benefit from an initiative intended to support BIPOC entrepreneurship. Ibraheem explains how culture influences all aspects of A Dozen Cousins; Denise talks about incorporating a holistic perspective on culture into Partake Foods; Quentin discusses how black founders in food & beverage can collectively and independently help each other be successful. Ibraheem talks about “the sticky part” of racism and how it affects fundraising; Denise highlights the challenges faced by investment funds that are focused on women- and minority-owned businesses and the trickle down effect on brands like hers; and all three founders explain what they hope to leave as a legacy. Brands in this episode: Equitea, Partake Foods, A Dozen Cousins

If you’ve ever wanted to get inside the mind of a retail buyer or merchandiser, this episode, in which we sit down with key executives representing mass, specialty and natural grocery retail chains, is required listening. Will McDonald, the Vice President DMM - Beverages for Walmart; Kristin Alas, a Category Manager for Gelson's; and Brian Albert, a Sr. Category Manager for Sprouts, reveal how each retailer evaluates emerging brands, assesses innovation and trendy ingredients, and cultivates successful relationships with founders. Show notes: 1:10: Interview: Will McDonald, VP DMM - Beverages, Walmart – Will talks about how he cut his teeth at Walmart in the retailer’s gift card section, why “being choiceful” in managing assortment is “the bedrock of what we do,” and why Walmart is interested in meeting with as many potential suppliers as possible. He also explains why he prefers in-person introductions to emails, how long it takes from an initial meeting to getting product on-shelf and the value of working with brands that are sold in a limited number of Walmart locations. Will also engages in some category word association (RTD coffee, energy drinks, mid-calorie soda, RTD cocktails, functional beverages, kombucha/chilled beverages, kids’ beverages) and answers a question about Walmart’s ability to influence how kids’ beverage brands formulate their products. 23:35: Interview: Kristin Alas, Category Manager, Gelson's – Kristin explains why Gelson’s wants to be known as a place for discovery of new brands and novel concepts, why uniqueness is key to her buying strategy, and her interest in products made with adaptogens and added functionality. She also discusses her interest in adding new products to Gelson’s stores on a monthly basis, the reason brands stay on shelf and best practices for enhancing trial and awareness. Kristin also talks about why she urges founders to email her and not send unsolicited samples, what she covets in package design and why she encourages brands to launch at Gelson’s. 35:20: Interview: Brian Albert, Sr. Category Manager, Sprouts – Brian talks about how Sprouts has become a hub for new and innovative brands and how he defines innovation, while sharing an example of a brand that captured his attention and why it was given placement in all Sprouts stores. He also explains how the retailer assesses taste, why organic ingredients are a “table stakes” attribute, what to highlight and what you shouldn't say in a pitch meeting. He also shares the lead time to get into Sprouts’ innovation center and what makes for a great working relationship between founder and retail buyer. Brands in this episode: Good Dirt, Juni, Happy

If you know Peloton, you probably know Kendall Toole. Kendall is one of the most recognizable and beloved trainers on the exercise platform, known for her upbeat personality and high-intensity cycling classes. She’s also a popular wellness and fitness influencer with 1.3 million followers on Instagram and TikTok combined and an ambassador for athletic apparel company Lululemon.  In October 2023, Kendall entered the beverage industry as a partner with Don’t Quit, a sports nutrition brand that markets high protein shakes and clean ingredient energy drinks.  We sat down with Kendall for a conversation about her involvement with Don’t Quit and how she’s involved in marketing and promotional initiatives. As part of our conversation, Kendall shared her approach to communicating authenticity on social media, how she talks about Don’t Quit’s functional ingredients with consumers and how she played a key role in a label revamp for the brand’s energy drink line. Show notes: 0:35: First Time? Meet A Retail Buyer In NYC. Data (Not The Star Trek Guy). Lithium & Cocktails. – The hosts discuss valuable opportunities for both attendees of the upcoming BevNET Live Summer 2024 event and BevNET/NOSH Insiders. The Newton-based crew also sips on sparkling coconut with a groovy vibe, full strength and non-alcoholic cocktails and a lithium-infused beverage while Jacqui munches on candied nuts. 18:00: Kendall Toole, Partner, Don’t Quit – Kendall teaches Taste Radio editor Ray Latif a new word, discusses how she incorporates her everyday consumption of Don’t Quit products into her social media posts and how the energy drink makes its way into her Peloton classes. She also chats about a key brain-boosting ingredient in the beverages, her influence on package design, shares a recipe for a high-protein ice cream and why her goal is to spur conversation and “give people a platform to be seen” on Instagram and TikTok. Brands in this episode: Don’t Quit, Via Carota, Aplos, Live Loud Foods, Paqui, Strange Water, Happy Pop, Lithios, Curious Elixir No. 9

It’s no secret that Patrick Mahomes is one of the best players in the NFL. What is perhaps less known is his beverage of choice throughout the day: coffee. The three-time Super Bowl-winning quarterback says he drinks at least five cups a day to stay energized. It’s only fitting that Patrick is the lead investor in Throne Sport Coffee, a better-for-you iced coffee brand developed for athletes and active consumers. Founded by former BodyArmor marketing chief Michael Fedele, Throne is made with sustainably sourced arabica coffee and contains 150mg of natural caffeine per 11 oz. can. The products, which are sweetened with cane sugar and enhanced with B vitamins, electrolytes and BCAAs, come in four varieties: Mocha Java, Salted Caramel, French Vanilla and Black. Prior to Throne’s launch on May 16, we sat down with Patrick and Michael who discussed the origins of the brand and their relationship, why the brand’s target audience includes both health-minded athletes and blue-collar workers, the reason they don’t describe the products as energy drinks, the company’s initial focus on convenience stores and how Patrick is highlighting his consumption habits to build an authentic relationship with consumers. Show notes: 0:35: Michael Fedele, Founder/CEO & Patrick Mahomes, Lead Investor, Throne Sport Coffee — Taste Radio editor and Buffalo Bills fan Ray Latif clears the air with Patrick before Michael explains his interest in entrepreneurship and the opportunity he saw in the RTD coffee category. Patrick discusses his daily coffee routine and his perspective that Throne is a healthier option for himself and consumers. Michael talks about how he met Patrick and how a genuine connection helped formalize a business relationship. Ray samples Throne’s French Vanilla variety and recalls a conversation with Kobe Bryant before asking Patrick about which aspects of the company’s business plan and strategy are most attractive to him. Michael explains why Throne’s products only include a small amount of cane sugar and highlights the $7 billion market for RTD coffee and Gen Z consumers’ interest in the category. Patrick explains why his regular consumption of Throne is the basis for his promotion of the brand, and Michael discusses the company’s initial focus on retailers in middle America. Brands in this episode: Throne Sport Coffee, BodyArmor, Vitaminwater

Jacqui’s recap of the recently held Vegan Women’s Summit spurs a conversation about consumer perception of – and some resentment about –  plant-based food and meat alternatives, in particular. The hosts also highlight a new high-test coffee brand that’s backed by a high-profile investor, note a new and valuable benefit for Insiders and sample prebiotic sodas, BFY cookies and a show-stopping non-alcoholic red wine. This episode also features a conversation with Dr. Farnoush Fadavi is the co-founder of Bala Enzyme, a brand of plant-based drink mixes formulated with a proprietary blend of turmeric, bromelain, and papain that contain no sugar. When taken regularly, the products are said to help regulate the body’s inflammatory response and improve circulation to accelerate recovery and natural healing.  Show notes: 0:43: Almost T-Boned. The Grimace Burger. Sporty Samples. Wine Keys. Uncouth Swine! - Mike recalls a moment in time when Jon Landis may have saved four lives; Jacqui gives a rundown of a recent vegan-centric event that emphasized inclusivity and the hosts discuss Beyond Meat’s less-than-rosy outlook and Actual Veggies’ newly announced funding round. They also sample and chat about Throne Sport Coffee, a new brand whose primary investor is NFL superstar Patrick Mahomes; how to access useful data at a nominal cost; why they’re gaga about a certain saint; and how Craven cringes every time Ray pours anything into a cup. 29:47: Interview: Dr. Farnoush Fadavi, Co-Founder, Bala Enzyme – Bala launched in 2019 and has since picked up distribution in over 2,000 retail locations, including nationwide at Sprouts and is also sold DTC via its website and on Amazon. In this interview, Dr. Farnoush talks about how a confluence of her education, career as a dental surgeon and an unfortunate accident spurred the creation of Bala, why the company is emphasizing brick-and-mortar retail as much as e-commerce, its package size and pricing strategy and the key terms that help drive trial. Brands in this episode: Bala Enzyme, BodyArmor, Core Hydration, Fuze, NOS Energy, Beyond Meat, Meati, Actual Veggies, BodyArmor, Lemon Perfect, Equitea, Aura Bora, Nguyen Coffee, Heywell, Saint Viviana, Levo, Olipop, Good Word, Cien Chiles, Fishwife

Twenty-three years, nine brands and four successful exits. Serial entrepreneur Lance Collins has seen it all.  Yes, he sold Fuze and NOS to the Coca-Cola Co. and reaped a windfall return. Yes, Coke also paid billions to buy BodyArmor, while Keurig Dr Pepper acquired Core Hydration for $525 million. There’s no question that his wins are impressive.  But Lance will tell you that he’s made nearly every mistake one can make in the beverage industry and has experienced raw and desperate times, including mortgaging his house to stay in business.  When asked about a throughline that has linked his companies and defined his career, Lance points to passion. He says it’s why he continues to develop new beverage concepts, such as organic sports drink Recover 180, fitness-centric energy brand Accelerator, additive-free tequila Casa Azul, better-for-you soda MyMuse and ZEN WTR, a brand of sustainable bottled water. We sat down with Lance at the 2024 Beverage Forum, where he talked about his current and past ventures, lessons from successes and missteps, how he identifies white space and defines differentiation, the reason that entrepreneurs fail and why he encourages founders to make “fast mistakes.” Show notes: 0:35: Interview: Lance Collins, Founder, BodyArmor/Recover 180/Accelerator/Fuze – Lance and Taste Radio editor Ray Latif reminisce on past interviews and why the entrepreneur is a “traveling salesman.” Lance also talks about the grind and long-term process of building a beverage company, getting into the beverage alcohol business and why he launched another sports drink brand. He also explains lessons learned from BodyArmor and how he’s applying them to Recover 180, the challenge of competing with Celsius, his take on Poppi, the impact of standout package design and why he credits great people to much of his success.  Brands in this episode: BodyArmor, Fuze, NOS Energy, Core Hydration, Recover 180, Accelerator, Casa Azul, Celsius, Poppi, MyMuse, Bang, Monster Energy, Red Bull