Watch: Freak Flag Founder On What He Learned In Going from PR to Product

Over his career, Fred Haberman has founded a PR firm, an organic aquaponic farm, an adventure travel company and even the U.S. Pond Hockey Championships. Now he’s setting his sights on grocery store shelves with the launch of soup and condiment brand Freak Flag Organics.

In this video with NOSH editor Carol Ortenberg, Haberman details why he wanted to take on the project of “manifesting vision into products,” and the lessons he’s learned in the process. For example, he noted, the fact that starting a food brand is “more of a B2B play” then it is about just selling to consumers. The discussion also touches on his approach to marketing, how a brand can be smart with their marketing dollars, and how he came up with the brand’s latest product release, soups.

“I think there’s white space in every category, even though they look so packed, so overwhelmingly crowded,” Haberman said. “But every year someone comes out with something new.”