『From Eswatini to the World | Building a Challenger Food Brand with Purpose』のカバーアート

From Eswatini to the World | Building a Challenger Food Brand with Purpose

From Eswatini to the World | Building a Challenger Food Brand with Purpose

無料で聴く

ポッドキャストの詳細を見る
What do you do when events beyond your control hit sales in your biggest growth market? How should you react when a branding expert tells you yours looks 'safe'? Why would you launch a chilli brand in countries where, apparently, nobody eats chilli? Claudia Castellanos is the founder of Black Mamba Foods. Originally from Colombia, she worked in Italy, then spent 4 months volunteering in Eswatini and never went home. Find out how she's scaling up a global hot sauce challenger brand from one of the smallest countries on Earth. Claudia didn't set out to build a hot sauce brand. A Colombian marketer working in corporate Italy, she went to Eswatini — one of the smallest countries on Earth — for a four-month volunteering stint. Sixteen years later she's still there, running Black Mamba: a purpose-driven range of hot condiments made with organically grown chilli, packed in glass, produced by a workforce that's 94% women, and sold across South Africa, the UK and — the market that surprised everyone — the UAE. Then, at a trade show, a buyer she desperately wanted to convert asked, "Would you be willing to make your brand look more African?" And then a passing brand expert summed up ten years of work in three words: "It looks safe." This is a refreshingly honest conversation about what those two gut-punches set in motion — and about the commercial reality underneath a feel-good brand story. Claudia is candid about how the criticism landed and answers the question that makes many scaling founders uncomfortable (do you make a profit? She also admits that she "sucks at operations". Listen to the episode to discover: The Gross Margin rule that brutally decides whether a new product even launchesWhy a buyer telling her to "look more African" was the best bad feedback she ever got — and why she still refuses to put an elephant or a sunset on the labelUnderstanding Black Mamba's customers — chilli heads, ethical foodies and African AdmirersWhy sustainability isn't what sells the sauce (and the thing that actually does)What happened to sales in her fastest-growing market when the US-Iran war broke out — and how she respondedThe founder's-sanity mantra she repeats when it all gets too much Chapters: 01:31 — From corporate Italy to Eswatini: the four months that became sixteen years02:59 — Why chilli was an economic decision before it was a product one05:37 — Scaling: VC money, and choosing to go deep instead of wide08:11 — The UAE, the war, and a 45% overnight drop10:15 — "It looks safe": the rebrand, and African-ness without the clichés14:33 — The Good Food Manifesto, and why flavour beats purpose at the till17:46 — Three avatars, one jar: segmenting the message not the product23:41 — "Do you make a profit?" and the 40% pricing rule27:41 — Building a team where the talent doesn't exist, and "I suck at operations"31:00 — Staying sane: optimism, breathing, and open heart surgery33:11 — Quick-fire questions, Fridays and productivity hacks39:36 — Books, flow states and the founders she actually trusts Links and Resources: Online shop and stockists: https://blackmambachilli.com/Connect with Claudia on LinkedIn: https://www.linkedin.com/in/claudiacastellanos/ Recommended Reading: Traction by Gino WickmanThinking Bigger by Sarah Dusek -- Ever wondered why sometimes achieving goals is effortless and other times, it feels like pushing water uphill? Get your Friday Accelerator scorecard to find out why. Answer ten questions about your approach to work, goals and success, to access your personalised report and action list. Go to fridayaccelerator.scoreapp.com now. If you want a regular dose of inspiration and impetus for growth, resilience and success, subscribe to The Friday Accelerator wherever you get your podcasts - https://pod.link/1849435884 - and why not leave a review too. If you want to accelerate your personal and business performance, you can book a discovery call at https://calendly.com/buyerology/friday-accelerator-1-1
adbl_web_anon_alc_button_suppression_t1
まだレビューはありません