Technology
#30: Heritage, Heat, Heart and a Rebrand | Alyzeh Rizvi, Peepal People
In this episode of Local Marketing School, host Emily interviews Alyzeh Rizvi, founder of Peepal People, a South Asian pantry brand specializing in low sodium hot sauces. They discuss Alyzeh's jo...
#30: Heritage, Heat, Heart and a Rebrand | Alyzeh Rizvi, Peepal People
Technology •
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Interactive Transcript
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Okay, everybody welcome back to another episode of Local Marketing School.
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Let's dig into today's conversation with Alize Rizvi.
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She's a founder of People People, a South Asian pantry brand bringing vibrant, punchy flavors
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to American kitchens.
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She co-launched the company to showcase her cultural roots through fresh, small batch,
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low sodium hot sauces.
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People, people has been featured in the eater, New York Times, and Bonapete, and recently
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underwent a complete rebrand, preparing to launch and retail stores across the country.
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Alize is passionate about heritage and focuses on creating a modern South Asian pantry, blending
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cultural storytelling with innovative, better-for-you formulations, and she's based in Atlanta, Georgia.
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Today's conversation we really focused on the journey of founding people, people, why
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does it exist in the world?
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And some of those early insights that she gained by getting out into the community, going
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to festivals, getting feedback from customers that really informed, you know, how to create
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something and then sell something that people really, really love.
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Why did they love it?
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And I think her curiosity has really led her to some really meaningful adjustments in the
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end, and one of the things we dive into is her rebrand process.
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Alize is a designer, so that perspective of coming into being a founder as a designer
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is something really unique, I think, to her experience.
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And so her talking about that experience of redoing, reimagining how people, people
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exist in the world is so intentional, and I think it's just so beautiful to witness
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the process of how that unfolded, and please do go see them on their website and Instagram
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and, you know, all the other channels because you will just be, I think you'll be captivated
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by just the intentionality of the brand.
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So huge hats off to her.
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We talk a little bit about some of the retail stuff that's going on with her.
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She's in some of the earlier days of creating that retail shelf space, but excited to share
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that she does have things coming down the pipeline.
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And of course, you can buy on her website.
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So I'm excited for you to listen to today's podcast.
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Let's get into the show.
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Hi, Lise, welcome to the show.
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Hi, Emily.
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Thank you for having me.
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I'm so excited.
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Yes, I'm excited you're here too.
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So can you tell us about your journey to becoming the founder of people, people?
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Yeah, absolutely.
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So really started with, you know, my husband and I, both of us were, you know, we're
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born in really large families, joined families.
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We both grew up in Pakistan.
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They're both immigrants from Malta.
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You know, in our kind of, I moved in my 20s.
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He moved in as kind of late, early 20s, I would say, for college.
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And we'll, you know, we'll be just throughout the households where we would eat a lot of
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condiments with every day.
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I mean, anywhere from like three to four different condiments with every meal.
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So from Christmas to dinner, we're basically going through like 10 to 20 different
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moments for, and then, you know, when we moved to the US, you know, instantly we were living
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in New York.
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At least I was when I moved and those early years, you would go a lot to like these farmers
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markets where we would find like hot sauces.
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And I think what happened was because our diets were also changing while being in the US.
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We were eating less than that South Asian food, we just started incorporating a lot of
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hot sauce into our diet.
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And later, kind of going into this journey now further down, like what we realized was like
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for both of us, we developed these conditions as a lot of South Asians too.
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I've told you like part of the problem and I had hypertension and diabetes that he
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detected like this.
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I got diagnosed with high cholesterol and I think that's when we kind of started thinking
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about all the things that we were consuming on a daily basis.
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And a lot of these condiments that we just eat, like, you know, have a lot of sodium without
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realizing much reporting meals.
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And so that's really how, you know, we started thinking about people.
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We were in lockdown at in Texas at the time with Emily and had a big backyard after
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New York.
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We had all this space.
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So we planned a bunch of peppers and had a big yield and then fermented, which is something
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that's done culturally, you know, in Pakistan and India as well, fermented those peppers,
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made a few recipes and just sum up and send them to friends.
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And to our surprise, we just started getting, you know, the messages from them, hey,
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you guys have to Shopify.
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Like, what, how to come?
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Can we buy these?
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Yeah.
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And both of us are like, we have full time jobs.
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We're not doing this.
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We're doing this for ourselves.
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But like, and I think fast forward now, it's four years later.
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I mean, this is something that I do full time and really started with the problem that we
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were trying to solve for ourselves.
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And, you know, and we frequented a lot of markets where we kind of heard from people who
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were like, oh, we like this because it has lower sodium.
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So I think it was just a very natural way of starting a business, creating a product
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for ourselves, people liking it and then opening up, you know, the doors for everyone to
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try it.
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Cool.
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Can you tell us a little bit about your product?
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Like, what can people expect to buy from you and they're buying people people?
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Absolutely.
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So we are really, you know, kind of authentic in that it is very unique to us that we use
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fermented peppers in that are lacto fermented.
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So they're not fermented in vinegar, which is usually what's done in the US.
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I mean, if you're walking to your hot sauce aisle, you would find a lot of vinegary sauces
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that are very sour.
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Ours have like a little funky flavor and I say funky because that's the easiest way to
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get a communicate what it tastes like because lacto fermentation is essentially when your
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peppers are in a soft brown, they're fermented in soft brown.
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So that's how we're able to keep the salt to really reduce because it gives it flavor
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of the salt, which is essential for like, you know, our flavor valid, but it's not salty.
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So it doesn't have a lot of sodium.
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So there's that and then we also add a lot of spices that are traditional South Asian
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spices like, you know, super food spices that germic and panagranic seed and dried mango,
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which is all of these kinds of spices that are used in South Asian traditional cooking.
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We also add a lot of produce in there.
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So you would see like fresh gollia, like onions and garlic and things like that.
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So if you think about it, typical hot sauce that is available in the market today in the
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US, like you would expect it to be just, you know, salt, vinegar and peppers.
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It has like all of these different things because we really wanted when the South Asian
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audience tries it, they kind of equated with the chutney because chutney essentially
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like, we're slast, right?
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Like everything that goes in, you just kind of grind it down or blend it to the point
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that it's really liquidy and you just kind of have it.
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So that's essentially what it is.
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There are three skews that we have.
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Raging in three different flavors at three different sheet levels.
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Raging in sour, fruity, to smoky.
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So just kind of something for everyone.
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I love it.
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Beginning me really excited to try.
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Like I should come prepared like have like something to prepare and eat as we,
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we try to be very messy, I think, but
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beginning to be inspired.
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Aw, cool.
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So I would love to hear what are some of the key insights you gain from attending festivals
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and meaning customers in person those early days, right?
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You're sending your product.
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People are like, how do I buy this?
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What other things are happening kind of early days before you went full time and doing
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people, people?
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Yeah.
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I mean, to be honest, I'm, you know, on my education is in design.
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And as a designer, you're always kind of thinking about, you know, not necessarily the
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customer, but who are you designing for?
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Right?
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And I think initially there was this kind of idea that, you know, I was designing for
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the South Asian audience.
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But I think what brave made me realize when I was going to a lot of these festivals is
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that people from all walks of life, you know, are coming there for different reasons.
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You know, families are there, college students are there, their groups and everybody wants
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to try something different, something unique.
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You also find that a lot of the festivals that we were attending, like there was a lot
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of this kind of local community that was there.
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So you wouldn't get to meet.
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So we would get to meet people who were working, you know, in commercial
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kitchens, like those connections that we developed there, they were actually really, really
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important for us now that we're in Atlanta to kind of get to these local stores.
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So I think what we realized at these festivals was just that, you know, how people responded
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to certain players.
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So for instance, one thing that we always do is, you know, we tell anybody who's dropping
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by our booth, like we're going to take this for a journey.
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Because these two sauces are so different that all the reactions that came from them,
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from, you know, the kind of end customer, we're always ranging.
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So for instance, you know, initially before our rebrand, our sauces were named in Urdu,
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which is a language that my husband and I grew up seeking, we're trying to talk to,
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or our card learned Urdu is not happening.
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But, you know, it's something that, you know, as two people who grew up in Pakistan
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and that's what our parents, you know, we want to kind of, so we had names in Urdu.
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So one of we realized was that while we started this business thinking like South Asian
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audience would really adopt us.
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And, you know, it was actually a lot of white Americans who ended up loving, you know,
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our sauces.
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Because they were trying something that was, that was quite true with different.
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It was something that they could go with because normally like hot sauces, you really
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can't go with them because they have a lot of acidity.
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Yeah.
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And ours because it has more kind of flavor than sourness, you know, you know, they kind
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of, at one point the customer starts telling you what they like.
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So, you know, somebody, somebody will come up to us and be like, oh, I love that you
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have germany.
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Like that, you know, that is something that I always add in my meals because it's, you
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know, or they would come up to us and be, oh, I love cooking with these.
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Or I love making cocktails with your, with your, you know, one of the sauces.
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So it's a good idea.
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I think for us, it was just as a designer, like I've always felt that, you know, you
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create something and you put it out in the world, but you really don't know how it works
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under people and drag with it and give you that.
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So I think we collected that feedback over a period of three years.
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And then when we reached a point when we were ready to kind of take this to retail, that
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feedback kind of changed, right?
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Because then it was very specific to how things move in a, it's a, like it wasn't
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direct to consumer.
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It was just kind of like, how do you share everything about your brand and your product in
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a glimpse of the second with customer?
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Um, I love it.
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I know that was, that was really the zone's firing.
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Um, okay.
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So as a designer, you're thinking about all of these inputs and the things you're
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hearing from consumers and you decide to rebrand people people.
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What, what was that process like?
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How did you know it was time?
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You're probably getting retail ready.
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Right.
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A lot of things happening.
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What was, what instigated that?
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Yeah.
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I mean, you know, what I realized was that one, we didn't really have a regional strategy
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going in because you know, what was the product of the pandemic?
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And we kind of relied on that storytelling to be online, to be, you know,
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custom, like facing the customer right in, in, um, let's say your farmers markets
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and things like that in the festivals that we were attending.
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Um, so what really happened was that I had been kind of
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gaining all this feedback and getting all this feedback for the past two years.
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And, um, and we were in about 60 stores across the country where customers
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full bodice online were buying us and stores.
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But, um, I basically applied and for this distributor, uh,
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program, which was essentially distribution across the US, one of the largest
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distributors in the US, um, we got shortlisted for the kind of fine around.
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And then we had a very direct conversation.
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And that direct conversation really opened my eyes because, you know,
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a lot of times what happens is founders are so close to their brands that, um,
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you know, people are not able to give you that direct feedback.
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And because they don't want to hurt you, they don't want to, you know, you,
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they don't want to see you get defensive.
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What's the problem?
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In my case, I think of people people as, yes, it is my baby.
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It's what I would have created.
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But I always also think of it critically.
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Like I'm the first critic for my brand.
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And what I heard from this distributor was that, hey, look,
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like sausage or cheese.
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Um, you know, uh, everything looks great.
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The story is amazing.
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You know, these are low sodium.
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They are far lower sodium.
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Meeting that we have.
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Um, however, the name, like the names and the packaging doesn't really stand out
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on the shelves.
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I mean, you have three seconds, uh, customer house, left and three seconds.
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I should hit when they're working down an aisle to make a decision.
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So what is unique about your brand and what is unique about your product?
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And, um, you know, how would you can read that?
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And I think for me, that was the moment where I was like, okay, I'm going to stop everything.
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I'm going to stop whatever I'm doing.
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And I'm going to focus on this because this resonated with me a lot.
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Yeah.
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Yeah.
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That's a huge moment where we're like, okay, I'm going to roll up my sleeves.
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We got some work to do.
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Yeah.
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And yeah, for us, too, it was, this is like last October.
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Yeah.
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I knew I was going into holiday season.
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And, um, we had an inventory at that time to go through.
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So we just, you know, we're working in the back for the box year.
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I didn't really convey anything to our customers that we were up to.
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Um, yeah.
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And then began the rebrand process.
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Okay.
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I haven't talked to many founders of CBG brands who are also kind of like the lead designer.
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I don't see that combo as often.
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So is there any challenges that come with being the designer?
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And the founder?
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Oh my god.
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I have, um, I think the biggest for me is, you know, what I realized is that I am in some ways
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so lucky that I can see my brand in that light.
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What's the hardest is being so close to the brand, right?
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Um, you know, sometimes the conversations that in the past I would have with my clients,
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you know, it was a lot to do with the data and, you know, what we felt is kind of the qualitative,
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right?
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Like how do people feel the emotions?
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What do you want them to feel?
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And I think I really had to go back to the drawing board for this one.
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Um, you know, when we created people, people four years ago, the branding of people, people,
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I created it with a friend of mine from college.
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Um, and I distanced myself from it.
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I did the illustrations myself, but for the most part, I, you know,
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kind of handed over to her and I let her do the thing.
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But I think what I realized was that because I didn't have any agencies who had experienced,
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you know, kind of in this CPG area, I really had to go up my sleeves, figure out all the different
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stakeholders, uh, who directly brand, right?
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You have your customers, but then there are experts in the industry who have so much more knowledge
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about how product moves, you know, what are people looking for?
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How do you highlight the values of your product on a shelf?
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And, and the category that you're in, right?
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So, um, so for me, personally, I think the hardest thing was to kind of put aside my
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perception of the brand, what, what, what, how, what it means to me, how I started it.
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And then think about the, for me, the North Star, which was the culture piece, right?
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Like, I didn't want the culture to be removed from the brand that was essentially my
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focus. But at the same time, highlight the values that the brand brings to the category.
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Um, so yeah, it was, it was, it was a very tough, uh, a very long and tough process.
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I would say it took us seven months, whereas most companies, you know, if I had hired somebody,
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would take two, three months, um, but, but you know, we jump over that time and really, really
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try to hone in on the things that matter to us.
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Yeah, yeah, that's really special. I mean, it's in there's so much of a story,
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personal story to it too. So like, it feels even more, there's more at stake. It feels like to get
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it right and to honor the, the history and the family connections in the culture. So, I think kind
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of on that is there anything related to storytelling? You feel like you've really been intentional
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about doing with people, people or anything you can share there? Yeah, I mean, you know, just the idea,
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actually, I had this idea for the, I don't know how, how closely you've seen the bottles.
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I'm definitely going to send them to you after this, but we have these kind of effects of silver,
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on there. And then we have a silver band. Um, and I actually had this idea on a night after I did
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my brainstorm session. And I was like, they lie in bed and I said, okay, how do I, as Lisa,
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if I need to travel somewhere, where do I go for it? And immediately I thought of YouTube.
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When I want to travel somewhere and when I'm right about, right before I travel someplace,
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I go to you, I search that place and I see what that looks. And I think for Pakistan specifically,
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people don't go to Pakistan. It's not a country where you ever see tourists walking on the street.
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So, you know, we have this idea of like what India looks like and people have been,
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but people don't know what Pakistan is. So I think I went back to the drawing board. I was thinking
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about what is the design language that represents Pakistan and how do I bring this to the US?
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In a way that feels modern, it doesn't feel too ethnic, I guess, but it feels like it belongs to
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everyone and anyone. Um, and I think those stats silver was essentially the trucks in Pakistan.
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I'm not sure if you've seen truckers in Pakistan, but if you're YouTube truckers in Pakistan or
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just streets in Pakistan, you see a lot of metal, you know, metal utensils on the streets that we
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have full care. A lot of users are metal on the streets where you have like, you know, kind of
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your trucks and road stops and so on. So I wanted to bring that metal, which is a hint on the
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on the labels and the bottle. And those shapes as well, the shapes that you see on the bottle are
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all derived from shapes that you will come across in Pakistani art and architecture. So
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it was a lot of just kind of very subtle way of telling a story and also just kind of thinking
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about how the brand will take the story. Right? So people, people were calling it the a new kind
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of South Asian bad free brand. Um, and for the reason that, you know, I want to bring more
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products that are unique to South Asian neighbors, culture, um, a fresh, you perspective for the
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modern South Asian diaspora. Hmm. So exciting. As you think about people, people expanding, do you,
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I'm sure you have a very big vision? Can you talk a little bit about how you, you're, you're
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you're totally doing like direct consumer. How are you thinking about retail? How are you? What are
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kind of your next, I don't know, year two going to look? I do. Um, so yeah, ideally in an idea world,
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oh my god, there are so many ways to go about this. Um, I think, I think, uh, you know, one of the
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things that I really want to do with people, people is we have a lot of amazing South Asian brands
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that are doing amazing work in bringing very culturally, uh, relevant products. Um, I think I want to,
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how I want to do this is I want to be able to do my, I am a product of the East and West.
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Um, my day to day looks like, you know, very different recipes that I am inspired by from all
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different cultures. And, uh, you know, I feel like the way that I want to take this forward is
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definitely be retail ready. So the packaging now we feel is retail ready and we are kind of hoping
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to get to, um, National Guels, who is next year, we've already in conversation with two of them,
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I'm very excited to bring the sauces to the market. Um, and I think the other thing is like, um,
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you know, just being honest about what our ballots are like, right? Like, you know, when people
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try our sauces, they're like, oh my god, this is very hard for me. Um, but, you know, in, if you ask
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any typical South Asian kids, they have mothers or grandmothers eating raw peppers. That's how I
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grew up. Um, so I don't want to take away the, the element that is very integral to our, how we eat
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and how we consume. Um, I also know that South Asians today shop 96% in stores. So, you know, we have
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this kind of, you know, data that backs the fact that we need to be in retail. Uh, we do have a
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drug frequency in my presence tool that we are. Um, you know, we have a, we'll have an online
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store where people go buy us, but I think for me, it's important to see the flavors, um,
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in stores so that, you know, we can bring, we can answer, um, the second layer of this Asian
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population in the US today is South Asian, you know, and, um, we need more, we need more of our
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flavors represented in natural grocery chain from just chains in the country. Mm-hmm. It feels like
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something you get to do with it and like that has pretty incredible impact beyond like, hey,
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I have a new, exciting product on the shelf. Like you get to represent so many different people in
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our country that are probably missing this type of things being available to them so easily. So
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what a cool, cool gig you have. And so much value. Thank you. Yeah, I just, I'm just really, you know,
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rather in this stage right now where I'm kind of getting feedback everything and it's, it's just
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helping me kind of understand what my next step should be. So really, really, really,
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reading every day. Yeah, yeah. What kind of feedback do you find helpful at the stage of,
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of where you're at with people, people? I mean, I think, you know, operationally, there are a lot
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of challenges that small brands have. Yeah. What's been amazing after the rebrand is just that the
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feedback has been very positive. Like every, um, meeting that I have with retailers, I mean,
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they're, they really value the values that we have on the packaging that it is lower sodium and
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zero sugar. I mean, think about it, right? Like for somebody like me, when I was walking down the
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aisle, try to look out, they look at all the sauces, um, you know, take a typical store, you have
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anywhere from about 100 to 200 reviews that you're looking at. Um, you don't know what zero
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sugar, you don't know what's lower sodium. Um, we're the first ones to highlight this value on
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the packaging because we are significantly lower sodium. Um, and I think that, you know,
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it's just the value that it brings to the customer is that instead of taking 30 minutes in that
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aisle, they can just go out to sell. And you know, and leave that aisle at pretty as possible. So I
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think, um, what's really helpful, been helpful to me is that, you know, how do we get nailed
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at the packaging? Um, and now we're kind of taking feedback from our customers on what they want to
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see next, you know, what's next for people, people in terms of products and flavors that we want to
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highlight and bring forward and, um, what's the natural next step for us? Yeah. Cool. Cool.
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So you get to do people people full time now. Will you tell us like what's the day or week in the
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life? Week in the life is, uh, I mean, I don't even like this last week, I, I also love to host a lot.
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So I have had a pretty packed so if you can have us, you weeks, uh, my parents are even a week. So
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we're going to have a very packed social calendar again, but, um, typically a week, I mean, to be
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honest, I'm doing everything right, um, from our socials to our marketing to our, you know,
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fulfillment of our larger orders to business development to pitching, mean, um, yeah, last week,
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I was in Arizona pitching to sprouts and, um, I don't know what becomes of the app, but, uh,
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you know, it's just, uh, kind of doing all these different things and, um, I'm really excited to
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be doing this. I think I have right now, I have the energy to do it, uh, and, and the bandwidth,
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but I think we'll re-evaluate, continue your feeling. Yeah, you've got, as of now, a month and a half.
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So it's just like staying so focused and like, what can I accomplish? What can I do? And then
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reassess, like, is this working for me? Is this working for the company? Okay.
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Absolutely, yeah. As you've gone on this journey and other CPG brand founders are listening,
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any advice you would give at the stage you're on that maybe you wish you would have known a year ago,
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or back in 2020, pandemic times. Oh my god. I mean, just really knowing your audience. I think,
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who, who is it that you are speaking to? Um, who do you want to bring value to? I think what I've
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realized is, um, I have some customers who've been with me for three years and I keep going to
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them and I keep, you know, kind of honoring them and listening to them. I mean, I kind of emails and,
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uh, messages that I get, you know, from people who talk about, oh, wow, we've never seen
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Pakistanine before front, yeah, in the US. I think, um, my message to founders really is one, um,
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always know that if there's something that you can't figure out through, solve, there are people
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who can do it. You know, don't try to take on too much or yourself. Um, the open to conversations
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and feedback. I mean, I think that, um, the rebrand really was a reflection of all that I have
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been absorbing in the industry, going to ex-falls and things like that. So really, to value those
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conversations and whenever you feel a little time and it's possible and you have the bandwidth,
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you know, um, if things need changing, do we don't reach us to attach to it? You know, yeah.
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Any product that exists today goes through many, many cycles of iteration. So, um, just think of
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you know, that feedback in that way. And, um, I think those are the two most important things I would say.
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Yeah, I really appreciate you sharing your story and your perspective. Anything next
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for people, people to wrap the conversation today? Yeah, I mean, um, just, you know, uh, we're excited
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to bring the sauces to the market. Hopefully you can get them in more stores near you. Um, and other
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than that, you know, we're working on some new products for the next year. Um, some exciting things
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that, uh, I'm super excited about and I can't sure about so. We're gonna have to stop here, but,
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the exciting stuff. But if, you know, folks who are listening to me and have tried people people
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and have an idea of what they think we should do next and tell us as well. We're always open to
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know what the community needs and, uh, yeah. I love your openness to feedback. It can be hard. Sometimes
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as a founder to be so open when you have so much convection around like, no, I really think this
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is like this is it, you know, so it goes to you for being open minded to that. It doesn't always come
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easy. So, um, thank you so much for being on the podcast today. It was such a pleasure
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getting to know you and sharing your story. Thank you so much, Emily. I, for honestly,
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I love the conversation and thank you for featuring us and, um, yeah. You are so welcome.
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All right. That is a wrap on today's episode of Local Marketing School. Thank you so much for
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tuning in. Please don't forget to subscribe, rate, leave a review in your favorite podcast app,
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and we'll catch you on the next episode.