Ben Bacon: Selling a Brand, Not a Bean
Somehow a guy with the last name Bacon made minimally-processed, plant-based protein the coolest thing to have in your lunchbox. Lentiful didn’t create the lentil category, but it elevated the commodity from a divisive dish to craveable cuisine and brought it to over a thousand retail doors and counting. As famed investor Warren Buffett once said, the most defensible position in business is to “buy commodities, sell brands.” By the looks of how Bacon has cultivated this one, that old adage is proving to hold up under modern market conditions and amid the tides of changing consumer tastes.