Hello and welcome to how I built this. I'm Guy Raz. Last week I spoke to three

founders of three different food brands about how they got their start. This is

part two of that conversation on building food businesses presented by

Clavio. And if you haven't heard part one from last week, go back in your podcast feed

and check it out. It's a great conversation. In that episode we heard

Becca Milstein who co-founded her brand Fish Wife that's figured out how to

make tinned fish cool. We also heard from Brian Rudolph who wants to transform the pasta category with his

chickpea-based brand Bonza, and finally, Kowi Suplisi, who brought his favorite

childhood snack of dried bananas from Brazil to

America with his company, Barnana. In today's episode, you'll find out how these three

entrepreneurs have grown their brands into category defining businesses.

You'll hear about some pretty challenging moments and also strategic advice if you're building your own food business.

But first, how do they even get people to try their products?

Here's how Becca from Fish Wife did it while selling tinned fish direct to consumer during the pandemic.

Here you are living in a desert town a couple hours outside of LA.

You've got the labeling, and I know you raised a little bit of money from friends and

family to get a production run you've got a cannery in Oregon that's going to work

with you but you got to sell it right then you got to get it the word out what did you

do did you even with like ads on

Instagram and social media, like how do you get people to click the order button and

try this? It's the most universal truth in CPG and in food that your

packaging has to be extremely compelling both on the grocery shelf but also very

...