Podcasts about sonoma brands

Keith Levy, Operating Partner at Sonoma Brands Every company must have a strong capital allocation strategy to maximize its potential. Without it, the company may end up missing opportunities and spending money on things that won't help it grow or become more profitable.  In this episode of the M&A Science Podcast, Keith Levy, Operating Partner at Sonoma Brands, shares his experience on successful and unsuccessful capital allocation strategies.  Things you will learn in this episode: • Strategy vs IRR • Venture capital vs recapitalization strategy • Minority vs majority recapitalization • Evaluating exit strategy This episode is sponsored by the DealRoom Ready to take your M&A to the next level with software made to manage each stage of the deal process? See how DealRoom can facilitate your next deal at https://dealroom.net ****************** Episode Bookmarks 00:00 Intro 11:27 Focusing on organic growth 16:37 Post-merger integration execution 25:01 Strategy vs IRR 26:59 Handling projections 28:07 Integration with Mars 36:20 Role of an operating partner 42:07 Big company vs Small company in M&A 43:39 Venture capital vs recapitalization strategy 48:44 Cashing out from an owner's perspective 50:42 Minority vs majority recapitalization 54:03 Impact of valuations and interest rates on investment decisions 59:07 Timing on investments 1:01:25 Evaluating exit strategy 1:03:46 Advice for practitioners 1:05:41 Craziest thing in M&A  

The Today in Manufacturing Podcast is brought to you by the editors of Manufacturing.net and Industrial Equipment News (IEN).This week's episode is sponsored by Oracle Netsuite. Join David Mantey and Jeff Reinke as they discuss Oracle Netsuite's latest white paper, The Ultimate Guide to Scenario Planning, to hear about new strategies and steps you can use to de-risk your organization. Watch here.Every week, we cover the five biggest stories in manufacturing, and the implications they have on the industry moving forward. This week: - Sonoma Brands Wins $21 Million from Machine Builder that Sunk the Smashmallow- Marines Test Robot Goat with Rocket Launcher- Baby Products Startup Founded by Actors Files for Bankruptcy- Michelin to Wind Down Okla. Tire Production, Cut 1,400 Jobs- UAW Says Strike 'Won Things No One Thought PossibleIn Case You Missed It- Welding Company Scolded for Trying to Pay Settlement in Coins- Several Hundred-Thousand Clean Energy Jobs Estimated- Insider Q&A: AI-Enabled Tool Tackles Elusive Screwdriving AutomationPlease make sure to like, subscribe and share the podcast. You could also help us out a lot by giving the podcast a positive review. Finally, to email the podcast, you can reach any of us at David, Jeff or Anna [at] ien.com, with “Email the Podcast” in the subject line.

We talk about his background in CPG, general investments, what they look for in a company, brand and founder, what the market looks like now and how to get through it.

Finding the next Consumer Packaged Good (CPG) winner can be even more elusive than the next big SaaS Startup. Not only do you face similar challenges to software startups, but you also need a solid supply chain and amazing branding just to stay in business. Our guest today has developed a knack for spotting the next big thing in CPG, Shahir Amin is Partner at Sonoma Brands, a specialist growth-equity firm exclusively dedicated to disruptive, high-growth consumer brands. In addition to selectively incubating original concepts, Sonoma partners with passionate entrepreneurs and founders ushering in a new wave of bold, innovative products. Also in this episode, Matt Cohen chats with John Ruffolo before the interview to break down current events impacting the tech and start-up world.About Shahir Amin:Shahir is Managing Director at Sonoma Brands Capital. He joined the firm in 2017 and is actively involved in all aspects of the investment process, including sourcing, diligence, execution, and portfolio management.Prior to joining Sonoma Brands Capital, Shahir was a member of the Private Investments team at UNC Management Company (“UNCMC”). While at UNCMC, Shahir managed alternative asset classes, including Venture Capital and Private Equity, on behalf of the $8.5 billion UNC Investment Fund. Prior to UNCMC, Shahir was an investment banking analyst at SunTrust Robinson Humphrey.Shahir received a B.S. in Business Administration from the University of North Carolina at Chapel Hill.In This Episode We Discuss:(0:00:39)  Intro News Rundown w/ John Ruffolo - Elon, Twitter, Tech Layoffs, and ChatGPT/OpenAI(0:23:10)  Interview: Shahir's journey to CPG Investing(0:24:54)  His time at UNC's Endowment Fund(0:30:57)  How Shahir landed at Sonoma Brands(0:40:41)  What Sonoma looks for in a CPG Founder(0:43:41)  The Importance of supply chain transparency and sustainability(0:45:07)  How major CPG brands are viewed in the US today(0:49:03)  What brands are doing post-pandemic to adjust to new demands(0:51:49)  The viability of building DTC in 2023(0:53:55)  Current trends in CPG(0:56:15)  Risks and viable paths to exit of CPGs(1:00:32)  How Sonoma avoids overfunding their companies(1:03:36)  What used to be true in CPG but just isn't anymoreFast Favorites:*

Presented by Ferret: Ferret is the first relationship intelligence tool for all business savvy investors to know, for the first time, who they can trust Click Here to jump to the top of the waitlist. Presented by Gorgias: Gorgias is the #1 helpdesk for Shopify, Magento and BigCommerce stores, and can turn your customer support into a profit center.If you're looking to increase your retention for your business, mention Consumer VC and get 2 months of Gorgias for free. Click Here to get started. Thank you Ben Jang for the intro to our guest today, Jon Sebastiani, founder of Sonoma Brands and Krave Jerky. Sonoma Brands is a private equity firm focused on the growth sectors of the consumer economy. Krave was one of the first better for you beef jerky brands on the market. Jon is the first founder we've had on this show that not only scaled and sold his company to a strategic, but also reacquired the company. Some of the questions I ask Jon: You're a fourth generation wine maker, and was president of Viansa winery. Why did you decide to become an entrepreneur and focus on beef jerky? What were your first steps when you decided to start the brand? When did you realize Krave was gaining traction? What were some of the things you did right or went your way that led to Krave's success? Looking back, what were some of the mistakes that you made? How did the sale to Hershey come about? Why did you decide to create Sonoma Brands? Why do you decide to focus on the growth stage instead of early stages? What's different creating and scaling a brand now vs. when you did it with Krave? What are elements you look for in businesses? What is the opportunity investing in consumer brands? Why did you buy Krave back? What are current trends you're passionate about? Do you only look at single category businesses? How do you think about growth vs. profitability? Is there a trend that you think is misunderstood? As an investor what is a good exit? What's one thing you would change about venture capital? What's one book that inspired you personally and one book that inspired you professionally? What's the best piece of advice that you've received? What's one piece of advice for founders?

Why are several niche and premium brands that were acquired by legacy brands just a few years ago now being sold off by these big companies? In this podcast, our analysts discuss big brands and the challenges of niche acquisitions.

We’re introducing something called the Pantry Podcasts, which is basically an analogy that these podcasts, like your pantry items, are practically timeless but eventually, you have to create something with them! Don’t think of this as year-old pasta, but rather that special bottle of bourbon you’ll open on special occasions or perhaps to reward yourself from surviving the tough period we’re all going through now. These interviews are timeless and get better with age. This was recorded a little bit less than a year ago back when I was planning another podcast but life changes and I just have been swarmed. During my time trying to make a new podcast, I had a ton of really amazing guests, but I didn’t have the capacity to make another, short-form podcasts. You’ll hear clapping in the background because I do this face to face at Food Funded, an amazing Entrepreneur and Investor Fair. I actually went to my first one to meet Paul and Joanna, the founders of Better Meat Co for the first time. The second time, I had a blast doing these interviews. The next one is on June 4th. I wonder what will happen again? Thank you, Cynthia Maxey, who is a super-connector of the food industry in the Bay Area, for introducing me to these amazing guests and letting me use her space to share these people’s stories. ---------------------------- Our first guest is Jon Sebastiani, I don’t think he needs any introduction. A pioneer of the natural food movement, he founded Krave Jerky, sold it to Hershey, and then started Sonoma Brands which has Smashmallow, Guayaki, and Dang Foods. Here you’ll learn how and why Sonoma invests in really cool brands. It’s more than just growth. Sonoma Brands Krave Jerky Why would a candy company want to be a Jerky Company? What was the hardest part of Krave?: the first 2.5 years of not knowing if we had something Was the growth of Krave gradual or exponential?: I was at the right place and the right time and the consumer was ready What do you look for in the companies you invest?: We want to understand the product fits into a need case. What food trends are exciting right now?: Actually everything. There are consumers who are always looking for premium products Why are you at Food Funded?: At Food Funded, I met some awesome people at the beginning and I want to give back What advice would you give someone who has an idea but is scared to share it?: Do a small MVP and see who buys it -----------------------  Will Rosenzweig is the Faculty Co-Chair at Berkeley Haas Center for Responsible Business Will has a great track record, just look at his resume. After founding the company, Republic of Tea, he then became a VP of Odwalla, holds a ton of leadership positions, and is just an all around good guy. Also, fun fact, I thought Will reminded me of Seth Godin and Seth Godin actually has a class about Food with Will! It’s called The Business of Food Workshop. Small world. I inherited a class by Alice Waters and Michael Pollen I also teach a social entrepreneur course on food innovation Berkeley Food Institute Transforming Food Systems Graduate Certificate Revolution Foods Republic of Tea – How an Idea Becomes a Business What do you teach your students?: We usually teach how to think and try to guide your moral compass Then we teach you how to become a systems thinker Edible Ed Class on youtube Edible School Yard Project Edible Education 101 How do you choose a problem?: Generally, the problem will find you and you will try and find a solution Design Thinking Toolkit Sam Kass Food investing has changed. You can raise money on an idea. Before you had to prove your worth What brings you to Food Funded?: I’m a big fan Regenerative Agriculture Mission Chinese Full Belly Farms Regenerative Agriculture is to restore the land and that’s through the soil What do you recommend for someone to start something?: Enroll a list of advisors You have to be credible You need passion, credibility and tenacity Prototype, test and iterate

Following a recent evolution in its branding, Dang Foods co-founder/CEO Vincent Kitirattragarn says his company is well-positioned to tap into what he believes is one of the most overlooked and influential demographics in the U.S.: Asian-Americans. Best known for its sweet and savory coconut chips, Dang Foods was launched in 2012 by Kitirattragarn and his brother Andrew . Since its debut, the company has expanded its product portfolio to include rice chips and a fast-growing line of keto-certified snack bars made with Asian-inspired flavors. The brand is represented in over 13,000 retail locations nationwide, including at Kroger, Target and Whole Foods, where its bars are the top-selling brand in its category, according to Dang. Earlier this year, the company repositioned itself as an “Asian-American snack brand,” a move that Kitirattragarn said will enhance sales and help it attract new consumers from a community that he described as “perfect when designing a brand.”  “It’s the highest income consumer, it’s the consumer with the highest levels of education, most likely to be organic eaters, most likely to be vegetarians, and nobody’s speaking to that consumer,” Kitirattragarn said in an interview included in this episode. “This positioning is something that we can fully, authentically own.” In our conversation, Kitirattragarn spoke further about the company’s origins and how Dang communicates its brand story across product lines. He also explained why he keeps a tight grip on the company’s innovation strategy and discussed its relationship with investment firm Sonoma Brands. Show notes:  2:00 Vincent Kitirattragarn, Co-Founder/CEO, Dang Foods -- Taste Radio editor Ray Latif spoke with Kitirattragarn about how college classmates spurred his foray into entrepreneurship, the history behind the name, the evolution in its branding and whether its current positioning could have existed when it first launched. He also discussed Dang’s product mix and why entrepreneurs have to be “excited by [their] own innovation,” why “category size is super important” in new product development, how investors were skeptical about his decision to launch a line of snack bars and how he proved them wrong. Later, he spoke about what Sonoma Brands and Krave Jerky founder Jon Sebastiani brings to the table as an investor, how his leadership style has changed over the years, building company culture through core values and his work with the JEDI Collaborative, a non-profit group that promotes diversity and equality within the CPG industry.  Brands in this episode: Dang Foods, Krave Jerky, Smashmallow

This episode with Jon Sebastiani could have gone on for 5 hours -- there was just so much to talk about. We bounce around from what it was like growing up in a family wine business, creating and selling KRAVE jerky (to Hershey's), running marathons, starting a new business (Sonoma Brands), being a father and more. Sonoma Brands is company that incubates and invests -- currently at 14 different brands today. Some of these brands include SmashMallow, Dang, Guayaki Yerba Mate, Peckish and most recently Milk Bar. This number could grow quickly as he discovers new opportunities that align with their company's ethos. It will be fun to see what other ideas are hatched through Sonoma Brands. Sondra has a long history with Jon as she worked for/with him 1995 - 1197 at Viansa Winery before she left to open her first restaurant. With Jon back as the managing partner at Viansa, Sondra and her business partner John Toulze they have come full service with a partnership that provides food for the winery. To check out more about Sonoma Brands - visit www.sonomabrands.com or on instagram @sonomabrands.

On today's episode of Gritty Founder, Kreig Kent talks with Jon Sebastiani about how he built KRAVE and Sonoma Brands. Jon shares advice on brand marketing, building a team, and trusting your instincts as an entrepreneur. Jon Sebastiani founded Sonoma Brands, a specialist growth equity firm, in January 2016 and currently leads all aspects of the Firm's investment strategy and portfolio management. Prior to starting Sonoma Brands, Jon founded KRAVE Pure Foods, which he sold to the Hershey Company in 2015. Some Questions Kreig asks Jon: - How did you decide to start a beef jerky company? (13:10) - How long did it take you to see traction? (23:45) - What are some gritty things you did in the early days to get the KRAVE brand off the ground? (26:17) - How did you hire your first employee? (32:48) - What was the transition from running and operating KRAVE to Sonoma Brands? (43:34) - How do you view entrepreneurship? (49:29) - What do you look for when you meet an entrepreneur for the first time? (51:57) - What advice would you give your younger self? (56:31) In This Episode, You Will Learn: - About Jon's background and how he became an entrepreneur (4:28) - How Jon built KRAVE Jerky (17:04) - Tips for brand marketing (26:32) - Jon's thoughts on equity (38:07) - Only the paranoid survive (50:42) - Enjoy the journey of entrepreneurship (53:45) - The importance of true authenticity, charisma, and the ability to sell your vision (55:02) - Trust your instincts (58:51) Connect with Jon Sebastiani: Twitter Sonoma Brands KRAVE Also Mentioned on This Show... Jon's favorite quote: "The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy." ―Martin Luther King, Jr. Jon's book recommendation: Different by Youngme Moon

We’ve interviewed a lot of great jerky brands on Brand Builder: Country Archer, Field Trip, Chomps, all progressive brands who have helped people  see the category in a whole new light. But every single one of these brands give props to one brand that did it first and paved the way for the rest - KRAVE. So of course, we’ve been dying to get Jon Sebastiani, the founder of KRAVE jerky on the podcast for a while now. The wait is over, as Jon joined us in the Brand Builder studio for this incredible interview. Jon founded KRAVE way back in 2007. At the time, the brand was revolutionary - an elevated jerky that had more in common with gourmet foods or fine wine than the typical gas-station fare that existed at the time. In fact, what Jon created with KRAVE is pretty remarkable when you think about it - a market big enough where all of these brands can coexist and be successful. Jon walked us through his career path which has been marked with milestone accomplishments, including the founding of KRAVE. What you might not know - Jon also founded Smashmallow, sits on the board of brands like Dang, and is now an investor through Sonoma Brands, his consumer products incubator and venture fund. Takeaways What it's like to be a first-mover, and the importance of speed in today’s CPG landscape. The emotional toll of entrepreneurship. Jon gives tips for dealing with self-doubt, anxiety, and gives you tips to stay focused. Links Sonoma Brands KRAVE Jerky Smashmallow Connect with Jon on LinkedIn. Join our Exclusive Facebook Group! What's your biggest takeaway from the episode? Join our invite-only, private Facebook group just for Brand Builder Community members, where you can connect with fellow entrepreneurs and founders, crowdsource ideas, share best practices (or lessons learned), and get your most important questions answered. Join now! Brand Builder is a co-production of SnackNation and ForceBrands.

Jon Sebastiani, the founder of Krave Jerky and Sonoma Brands, might want to invest in your company. Just make sure that you’re not chasing the latest hot trend. He’s really not into that. Sebastiani founded Sonoma Brands, a unique consumer product incubator and private equity firm, in 2015 following the sale of Krave Jerky to The Hershey Co. for $240 million. Earlier this year, Sonoma Brands launched a new $60 million fund and has in recent months deployed the capital to expand its holdings. The portfolio includes a mix of internally developed concepts, such as Smashmallow, Zupa Noma and Peckish, along with investments in high-growth brands like Guayaki, Dang Foods and, most recently, Vintage Wine Estates. In a conversation included in this episode, Sebastiani explained how Sonoma Brands eschews bleeding-edge concepts and trends in favor of opportunities to disrupt established categories through innovation and investment. “When you look at the line of products that we’ve created, including Krave, most of them aren’t highly complicated,” he said. “When you find that right sector or category and design a brand against it, it can become very obvious and generally we look at the size of the addressable market in a way to show true scalability. I don’t want to build a brand that can only live in natural/speciality [retailers].” Also, included in this episode: BevNET’s Ray Latif, Marty Caballero and Jon Landis discussed beverage-related news, trends and innovation in the convenience store channel as viewed at the recently completed 2018 NACS show. Show notes: 1:47: We’ve Got a Knack for NACS -- The hosts chat about news and new products in notable beverage categories, including coffee, bottled water, and kombucha, as seen through the lens of the 2018 NACS show, held Oct. 8-10 in Las Vegas. 14:41: Interview: Jon Sebastiani, Founder, Krave/Sonoma Brands -- In an interview recorded at Natural Products Expo East 2018, Sebastiani sat down with BevNET Managing Editor Ray Latif to discuss the business and investment strategy of Sonoma Brands, how the company’s portfolio is nurtured as a unit, how he’s promoting the Sonoma region as a hub for innovative brands and why he’s back in the wine business after vowing never to return. Brands in this episode: Forto Coffee, High Brew Coffee, Starbucks, La Colombe, Califia Farms, Coca-Cola, Far Coast Coffee, Illy Coffee, Dunkin, McCafe, SmartWater, Essentia, Core Hydration, San Pellegrino, Perrier, Topo Chico, Jarritos, Eternal Water, Qure Water, Sparkling Ice, Avitae, Water Joe, Nestle Waters, Brew Dr. Kombucha, Wonder Drink Kombucha, Koe Kombucha, GT’s Kombucha, Buchi, Peet’s, Revive Kombucha, KeVita, PepsiCo, White Castle, Impossible Foods, Krispy Kreme, Chester’s Chicken, Pixotine, Krave Jerky, Smashmallow, Zupa Noma, Jack Link’s, Oberto, Slim Jim, Chobani, Clif Bar, Peckish, Guayaki, Dang Foods, Hu Chocolate, Vintage Wine Estates

Jon Sebastiani founded Krave Jerky in 2009, one of the fastest growing CPG brands in the industry.  He later sold it to Hershey's for $220 million in 2015. Jon is currently the founder and managing partner of Sonoma Brands which helps emerging brands achieve breakout growth. In this episode Jay and Jon had an energizing chat about the story of Krave Jerky and Sonoma Brands, balancing growth and delusion, listening to our instincts, business funding and investors, the best traits of leaders and so much more. Visit https://jayrooke.com/026-jon-sebastiani/ for resources and show notes. Check out my website: https://jayrooke.com/. Follow me on: Facebook: https://www.facebook.com/TribeCreator/ LinkedIn: https://www.linkedin.com/in/jayrooke/ Twitter: https://twitter.com/JayRooke  

Jon Sebastiani is no stranger to the world of entrepreneurship. At the age of 8, Jon got his taste of working as an entrepreneur on his family’s vineyard in Sonoma Valley, founded in 1894 as one of the wine region’s first vineyards. He continued to work on the business side of the family brand throughout his 20s and early 30s, until the company was sold in 2005. After a self-proclaimed identity crisis of sorts, Jon shifted his focus to his own health, which led him to run in the New York City Marathon, and shortly after, put him on the fast track to launching a jerky brand, KRAVE. Now, his passion for wellness influences the majority of his business endeavors as founder of Sonoma Brands, one of the most well-respected and innovative venture capitalist firms in natural consumer packaged goods right now, with investors in wellness favorites like Hu Kitchen and True Botanicals. In this episode, we trace Jon’s entrepreneurial spirit from his beginning wine days to the genesis of Sonoma Brands, the trend of mission-driven food companies, and how he uses his savvy business chops to tap into the heart of the wellness industry and introduce products that are bold and accessible to all. We also talk about the tough side of family business, what it was like to sell his company to Hershey, and how to elevate classic, old-fashioned snacks with a modern twist to the masses with health, innovation, and wellness in mind. If you’re curious about the future of small food brands, the tricky business of wellness and fast trends, and how to combine grit and passion as an entrepreneur, this episode’s the one for you. Enjoy! Go to TryOmax.com/mindbodygreen to get a box of Omax3 Ultra-Pure, for FREE! Omax3 comes with a 60-day money-back guarantee, so you have plenty of time to try it and really feel the Omax difference! Hungryroot delivers weekly boxes of healthy convenience foods that customers can use to make a variety of inspiring and delicious dishes. All our food is plant-based and gluten-free, and comes either ready to eat or ready in less than 15 minutes. Use code mbg to get $25 off your first two deliveries with a total savings of $50. To contact Jason with comments, questions, or speaker ideas, please e-mail podcast@mindbodygreen.com. For all sponsorship inquiries, please e-mail sales@mindbodygreen.com. Want to join our podcast newsletter? Sign up here!

This episode's FREE download Your brand's selling story is the cornerstone of all effective business building strategies. Learn How To Get Your Brand On The Shelf and What Retailers REALLY Want.  This Is Your Roadmap To Success.  CLICK HERE TO GAIN INSTANT ACCESS TO MY FREE TURNKEY SALES STORY STRATEGIES COURSE Brands stories that resonate and connect with shoppers help them stand out on crowded shelves and appear in more shopping baskets. They inspire brand evangelism and fierce loyalty. This is accomplished through consistent and impassioned storytelling. Today’s story is from an industry thought leader that says that usage occasion disruption is one of the most important things that every brand should be focused on. He shares that the most effective way to do this is through storytelling. Jon Sebastiani is a master storyteller. So what do I mean about that, and why is this important? Jon grew up in the wine business, and in the wine business, people learn how to tell stories about how the grapes are unique to the climate, to the ground. They talk about the importance of a vintage and why that vintage is unique or different from any other vintage out there. They tell stories to help us identify with the products, stories that help us fall in love with a product before we’ve even tasted it.  Think about it. What’s the difference between a $2 and a $2,000 bottle of wine? Why would anyone pay so much for a bottle of wine? It’s the anticipation. It’s the theater. It’s the story behind the bottle of wine. Jon used these strategies to create a disruptive brand, to re-create a category. His message wasn’t focused on, well, this is a blue box or this is a green box or this is something unique. Instead, he built a story around why his product was so unique, why this is something everyone had to taste, everyone had to try. Jon’s ability to effectively tell a story that was crafted in the uniqueness of the product, again, the usage disruptive occasion, that helped consumers identify with the product that brought new consumers into this category. Today, Jon shares his story with us and, more importantly, how he uses these strategies today with the new brands that he’s created as well as the brands that he’s invested in. I’ve listened to Jon speak on stage a few times and I’ve had the privilege of meeting him in person this year as a mentor for the Expo Pitch Slam. Jon was a judge. He’s even more inspirational in person. You’re going to love this podcast. I invited Jon to be a guest today to share with you how he uses romance to effectively tell a story, how he uses his story to change the way people talk about food, think about it. You’ve heard the story “You need to sell the sizzle, not the steak.” This is the strategy I talk about a lot. Brands need to have an effective selling story. They need to be more than just a package on the shelf. They need to help retailers grow sustainable category sales by leveraging their product.  This is how a brand becomes more than just an ATM machine. This is how a brand stands out on a crowded shelf. This is how a brand gets their product on more retailers’ shelves and into the hands of more shoppers. Here's Jon Sebastiani of Sonoma Brands Krave Smash Mallow Download the show notes:  brandsecretsandstrategies.com/session52

Jon was the Founder and CEO of Krave Pure Foods, a gourmet jerky company.  The company became one of the fastest growing food brands in the country and was acquired by The Hershey Company for around $220 million in 2015. Today he is the CEO of Sonoma Brands, an investor and incubator for new branded food startups. Jon lives in Sonoma, California.    Some interesting insights from this episode:  Learn how he reinvented the entire jerky category and broadened its appeal.  The most important litmus test as to whether a new product will succeed is simply whether it makes sense to you. If it's a problem you can personally relate to, that's a good start.  The lean startup method isn't just for technology companies but consumer packaged goods businesses as well.  Learn how he brought a new product to the market for just $10,000.  His experience in the ultra-competitive wine industry gave him a “PhD” in branding.  While serendipity plays a role, there is a playbook that allows new brands to come to life.  Excellence is an aspiration that you never quite reach. It's a mindset.           

This week’s episode of Taste Radio features a wide-ranging conversation with Krave Jerky and Sonoma Brands founder Jon Sebastiani. Recorded at the 2017 Summer Fancy Food Show, Sebastiani delved into his background in the food and beverage industry as an heir to a legacy wine family and talked about what spurred him to strike out on his own with Krave. He reflected on the meteoric growth of the meat snack brand, which launched in 2009 and was acquired by The Hershey Co. in 2015 for $240 million, and how he used the proceeds to create Sonoma Brands, a CPG incubator and venture fund that develops and partners with innovative food and beverage brands. Also included in the episode: an interview with veteran marketing executive Greg Fleishman, who is the CEO and co-founder of boutique marketing firm Purely Righteous Brands. Having worked with a range of innovative brands in his 20-year career, including Fuze, Bear Naked, Kashi and Suja, Fleishman opined on why successful entrepreneurs always have a “hunger and humility to learn.” He also discussed why consumers are becoming more attuned to sustainable farming practices and “food justice” and shared his perspective on the potential for cannabis-based CPG products. And in the latest edition of Elevator Talk, we speak with Julie Ndjee, co-founder/EVP of Neilly's Foods, an upstart maker and distributor of healthy and natural cuisine featuring flavors of Africa, the Caribbean and Latin America. Show Notes: 0:44: Intro to the episode and hosts Ray Latif, John Craven, Jon Landis and Mike Schneider, who chat about which drinks and snacks in the office attract the most interest and why and which ones get the cold shoulder. Mike talks about the appeal of trying new brands and line extensions while Jon offers his take on the elements of effective packaging and branding. John explains why approachability and easily understood beverages often win in the office and Ray discusses the advantage of nutritious, low-calorie and low-sugar formulations. 8:36: Interview -- Ray and John sit down with Jon Sebastiani, the founder of Krave Jerky and founder and CEO of CPG incubator and venture fund of Sonoma Brands. Sebastiani talks about working as part of his family’s wine business and decision to launch Krave; the emergence of premium meat snacks and what’s next for the category; how Sonoma’s team of former operators offers a competitive edge/advantage to other venture capital funds. 37:42: Interview -- John speaks with Greg Fleishman, a 20-year marketing executive who is currently the co-founder and CEO of Purely Righteous Brands LLC, which is a boutique consultancy dedicated to fostering the growth of "green space" health food & beverage companies. 1:01:35: Elevator Talk -- Meet Julie Ndjee, the co-founder and EVP of Neilly's, a maker and distributor of healthy and natural cuisine from around the world. Brands in this episode: Krave Jerky, Zupa Noma, Dang Foods, SmashMallow, Fuze, Bear Naked, Kashi, Temple Turmeric, Suja, Foodstirs, Sambazon, Neilly’s For sponsorship opportunities, feedback and suggestions contact podcast@bevnet.com.

Kumar Arora - CEO of AroridexAllison Maslan - CEO of Allison Maslan InternationalJon Sebastiani - CEO of Sonoma Brands

Kumar Arora - CEO of AroridexAllison Maslan - CEO of Allison Maslan InternationalJon Sebastiani - CEO of Sonoma Brands

Jon and Jenna discuss how entrepreneurs are reimagining the food industry.