The NOSH Podcast: Capturing A Not-So-Obvious Consumer
Episode 50
Nosh Staff
In this episode:
This week on the NOSH Podcast, editor Carol Ortenberg and reporters Adrianne DeLuca and Brad Avery debrief from their trip to the final Natural Products Expo East including some approaches brands have taken to combat the rising costs of retail and Expo’s new replacement. Then, Brad sat down with Ronak Shah, the co-founder and CEO of flavored collagen brand Obvi, to discuss how his brand built a D2C-first model on the foundation of a very specific consumer demographic.
In this episode:
1:33: The team dives into New Hope’s announcement about Expo’s final act and what we’ll all be looking to see during next year’s inaugural Newtopia Next in Savannah, Georgia.
6:22: How are brand’s tackling the rising costs of doing business in retail? Some are looking beyond natural grocery, conventional and mass channels – and instead branching the business out to new areas, with lower overhead and higher margins.
14:15: Shah shares details about Obvi’s history which dovetails into a discussion of how the brand landed its focus on targeting a very specific age demographic of women in the Midwest.
36:55: Shah discusses Obvi’s first brand acquisition – Coffee Over Cardio – and how Obvi’s existing consumer base is helping drive the brand onward.
“We’re taking the route of using our community to become our super women.”
– Ronak Shah, co-founder and CEO of Obvi
About The NOSH Podcast
The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food.
New episodes are released every week. Send us comments and suggestions anytime to podcast@nosh.com.
Show Highlights:
This week the team debriefs after the final Expo East including approaches brands have taken to combat the rising costs of retail and Expo’s new replacement. Then, Ronak Shah, co-founder and CEO of Obvi, discusses how his brand built a D2C-first model on the foundation of a very specific consumer demographic.
About CPG Week
CPG Week is the podcast that explores the latest happenings in the consumer packaged goods industry. Join our seasoned reporting team as they dish out the week’s stories in quick, easy-to-digest episodes. Catch up on the top headlines of the week, dive into exclusive insights with the BevNET and Nosh teams, and set yourself up to make more informed business decisions. Tune in to stay up-to-date on the latest developments in the dynamic world of packaged food and beverage.
New episodes are released every week. Send us comments and suggestions anytime to cpgweek@nosh.com.
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