This episode features Ryan Emmons, co-founder and CEO of Waiākea Hawaiian Volcanic Beverages, discussing how he built a successful beverage brand with a strong sustainability mission. He shares insights into identifying market gaps, leveraging direct distribution and consignment to gain early traction, and the importance of relationships in scaling CPG distribution, even without prior industry experience. This is a great listen for CPG founders looking to build a brand with purpose and navigate distribution challenges.
Key takeaways
To validate a product idea, leverage available market research and data (e.g., university resources) to identify demographic trends, consumer preferences (e.g., willingness to pay for social/health benefits), and emergent market models like ALOHAS (lifestyle of health and sustainability).
Start building distribution through self-distribution and consignment models to gain initial traction, build trust with retailers, and understand your supply chain before scaling.
Focus on building strong relationships with distributors and partners once you have proven demand; these relationships are critical for efficient scaling and navigating the complexities of CPG logistics.
Embrace a 'triple bottom line' approach (circular packaging, sustainable sourcing, community commitment) from day one to differentiate your brand and appeal to conscious consumers.
Even without prior industry experience, deep market research and a strong understanding of consumer needs can be a significant advantage in launching and scaling a CPG brand.
On this episode of Honest Ecommerce, we have Ryan Emmons, co-founder and CEO of Waiākea Hawaiian Volcanic Beverages. We talk about building a business from a class project, starting without industry experience, building trust through consignment, and so much more!
To validate a product idea, leverage available market research and data (e.g., university resources) to identify demographic trends, consumer preferences (e.g., willingness to pay for social/health benefits), and emergent market models like ALOHAS (lifestyle of health and sustainability).
What does this episode say about supply chain & operations?
Start building distribution through self-distribution and consignment models to gain initial traction, build trust with retailers, and understand your supply chain before scaling.
What does this episode say about brand & content?
Focus on building strong relationships with distributors and partners once you have proven demand; these relationships are critical for efficient scaling and navigating the complexities of CPG logistics.
What does this episode say about founder & leadership?
Embrace a 'triple bottom line' approach (circular packaging, sustainable sourcing, community commitment) from day one to differentiate your brand and appeal to conscious consumers.
What does this episode say about dtc strategy?
Even without prior industry experience, deep market research and a strong understanding of consumer needs can be a significant advantage in launching and scaling a CPG brand.
