The NOSH Podcast: Fame Sucks, When To Keep That Funding Announcement Quiet

On this week’s show, NOSH editor Carol Ortenberg, reporters Adrianne DeLuca and Lukas Southard and editor-in-chief Jeff Klineman continue their food emojis crusade, while also highlighting some meal news from Tattooed Chef and Kevin’s. Later, Carol and Immi co-founder Kevin Lee talk through the brand’s approach to funding announcements, the leg up celebrity-backing has given its retail and marketing efforts and how the brand “embraced the cringe” to build community.

Show Highlights:

01:31: Jeff recounts his trip to Greece – which included many cephalopod meals and maybe a Pita Party upon return. The team then turns back to emojis with much debate over the origin and availability of these coveted digital creatures, and how the New York Times is trying to bring them on board.

10:28: The team talks through top headlines from the week spanning the sale of meal brand Kevin’s to the bankruptcy announcement from Tattooed Chef and how the different paths these brands took toward growth may have impacted their respective fates.

27:44: What is the value of publicly announcing a funding round? According to Lee, maybe not a lot. He shares insight on why he believes having to ride the media cycle wave doesn’t benefit early stage brands and why the team ultimately made the announcement post-seed stage.

48:17: Tweeting about a fundraise and your company’s valuation goes against Lee’s advice, but building the brand in a public way most definitely does not. Listen in to hear his argument for why every founder should “embrace the cringe,” and the benefit Immi has seen within its core community.

“You generally don’t want to shine a spotlight on your fledgling startup when there are plenty of incumbents out there who would love to eat your lunch, and can probably build your product in a couple of months. There’s also obviously the risk of inviting new entrants into the industry… and the last thing is – it’s really just a distraction.”

-Kevin Lee

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.

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On this week’s show, the team continues their food emojis crusade and highlights some news from Tattooed Chef and Kevin’s. Later, Carol and Immi co-founder Kevin Lee talk through the brand’s approach to funding announcements.