Making Mealtime More Mindful - How Kinsho is Getting People to Slow Down and Pay Attention to Food

Our new blog series, “Five Food Startups Winning the Branding Battle,” is all about founders at rising startups in the Branchfood community who are launching the next wave of exciting food brands.

We spoke to five incredible founders about product development, branding and marketing, and the success stories they’ve experienced so far.

Part 4 features Heather Sears, founder of Kinsho (formerly Kensho Kitchen), a retailer of kitchen products based on the idea of mindful eating and food choices. In this interview, you’ll learn Heather’s approach to starting her own online retailer, how her mission drives her decision-making, and why she’s changing the name of her company.

This is part 4 of the “Five Food Startups Winning the Branding Battle” series. Don’t forget to check out Part 1 (Veggie Table Foods), Part 2 (i-Bars Club), and Part 3 (Shameless Pets). Check back in two weeks for part 5!

Tell us a bit about Kinsho.

I started Kensho Kitchen a few years ago because I love cooking and food, and I saw an opportunity to bring fun products to market. I learned to sell on Amazon and work with factories to start a private label based on inspiration I gleaned while eating and cooking.

I’m about to relaunch and scale as Kinsho. I’m taking everything I learned from Kensho Kitchen and being more intentional with the brand, messaging, and content.

Kensho is a Japanese word that refers to the initial moment of enlightenment. Before full enlightenment, you only have glimpses of it. One day, I was using a mandolin slicer and it calmed me down and connected me with my food. If we slow down, pay attention to our senses and environment, we can make better health and food decisions. I try to help people apply the idea of kensho to food. It’s about tools, not specific foods.

When did you know you had something you could build a business around, as opposed to just an interesting idea?

The way I chose the products was by doing a lot of research on Amazon - it’s the number one search engine for products. My launch would be on Amazon. I did data mining to understand the products’ sales in the categories I was in.

I was a bit different - I don’t have new patents for mandolin slicers or anything. I know design can make a difference, so it was a matter of asking what are people already looking for and how I can provide better design. All of this would be done with the message of kensho: Slow down, pay attention, be mindful of your food decisions.

What are some concrete steps you took to go from idea to product, to something that can scale?

I did data mining and looked at the monthly sales for specific product categories, how many reviews there are, how easily I could get sales, etc. Once I did this analysis and chose the products, I researched factories that make these products. I talked with them about design, cost structure, etc. From there, I negotiated prices.

After that, it was a matter of developing the brand and launching/testing products on Amazon to get feedback.

Can you share your process for gathering feedback and turning it into actionable steps for your own product development?

You have to ask the right questions. With Amazon, you can read reviews and learn, even from the negative ones. I also do purposeful outreach through surveys and customer research. Once you have that information, you have to see what you can change, what you should change, and what can’t change, and then getting back to the factory to see how your desired changes will affect your costs

For example, we had a mandolin slicer and the reason we put a rubber handle on it based on what people wanted because it made it more comfortable to use. Other people wanted waterproof lunch containers - I have developed a leak proof bento box that I plan to launch based off what people want.

What food brands have been most influential to you?

There are two that I often think of:

  1. Oui Yogurt. It’s French yogurt sold in little glass pots by Yoplait. It’s more mindful and European-styled. They tap into the beauty of the product’s colors through reusable glass containers. It’s a great flavor - not too sweet or tangy. The whole brand is about being in the moment and savoring the yogurt.

  2. Nestle. I know they’re huge and sometimes have negative publicity, but they were founded on the mission to save a dying child. They have a culture of mindful eating - their entire factory for chocolate is all about mindful eating. They are constantly innovating and evolving with the times. I also love how they’re are very strategic with M&A, which helps small brands go global.

Can you share the most impactful strategies you’ve used so far to market your business?

Digital marketing, particularly Facebook and SEM ads, have been huge drivers of sales for me. Optimizing my Amazon profile has also been very important. By optimizing my digital presence,  I’ve been picked up by other online retailers like Sears and other kitchen product sites.

What success story are you most proud of?

I had a very large business order of one of my bento products - a retirement home in Hawaii ordered 200 of them for its residents. They really focus on healthy eating there, and I love that they chose my products to have a fun healthy meal.

Can you share your reasoning behind changing the name of your company from Kensho Kitchen to Kinsho? What prompted that?

I wrote a book that came out in November - Mind to Mouth: A Busy Chick's Guide to Mindful Mealtime Moments - that won three book awards. It’s about being mindful in all things food - shopping, cooking, eating. I’m continuing with that sort of content with the launch of Kinsho - evolving the kitchen products and including mindfulness microlearning pieces with each product. I’ll have digital stickers and Facebook chat bots. Purposeful design linked with mindful eating content - no one is doing that.

The company is bigger so I wanted a one-word brand. It’s combining kitchen and kensho to get kinsho, which is unique and practical. It’s also more likely to get the trademark. Now I’m redoing the look and feel to go along with that.

Your relaunch will include “mindfulness microlearning content.” Can you tell us what that will look like?

It will be insights about how our minds impact our meals. It’s all based on my book and the research I did to write it. It will be on the packaging of the products, so it’s smaller, bite-sized content. I will also have content delivered to fans by Facebook message.

People say food prepared with love tastes better. There’s science behind that - we read the intention of the people who cook for us. One thing we want to do is to show people how to apply that when they cook for others. It’s a combination of mindfulness and science behind the impact.

My book was the inflection point for me. I did a ton of research about how we make food decisions and how we experience food. Digital media impacts 70% of our food decisions subconsciously. Learning how to be mindful of our food takes back some control, lets us make better decisions, eat healthier, and shop according to our values. My mission is to help people have more enlightened eating by helping them understand what they’re eating. It’s about helping people connect with food and themselves.

How important is it for food companies in particular to have a mission? Is it essential?

I think today it is very important. People have a lot of passion for food. Having a mission helps you clarify things when you have decisions to make about which way to go. There are so many tradeoffs and decisions to make when you run a business, and having a clear mission helps make decisions with clarity. That touches everything from product design and to marketing that gives customers transparency about why you’re selling these products. A mission helps you be authentic.


This interview was conducted and written by Ideometry, an all-in-one growth marketing agency helping everyone from startups to Fortune 500 companies engineer brilliant integrated campaigns, find their ideal audience, fuel their pipeline, and drive real success.

In the middle of a campaign and need some support? Want to build something awesome from scratch? We’d love to hear from you. Get in touch with us at ideometry.com or at hello@ideometry.com

Read the rest of our “Five Food Startups Winning the Branding Battle” series:

Guilt-Free Pet Snacks - How Shameless Pets is Upcycling Food Waste into Tasty Treats for Dogs

Our new blog series, “Five Food Startups Winning the Branding Battle,” is all about founders at rising startups in the Branchfood community who are launching the next wave of exciting food brands.

We spoke to five incredible founders about product development, branding and marketing, and the success stories they’ve experienced so far.

Part 3 of the series features Alex Waite, cofounder of Shameless Pets, a pet food company making delicious dog treats using upcycled ingredients. Learn how Alex and her team are combating food waste by finding a productive use for unwanted ingredients, how she’s building a brand pet parents can trust, and why entering a space dominated by big corporations can be a great idea.   

This is part 3 of the “Five Food Startups Winning the Branding Battle” series. Don’t forget to check out Part 1 (Veggie Table Foods) and Part 2 (i-Bars Club). Check back in two weeks for part 4!
 

Tell us a bit about Shameless Pets.

We make all-natural dog treats that are made from upcycled ingredients. We do this to help battle our food waste problems in the supply chain while providing delicious and nutritious treats to dogs.

When did you know you had something you could build a business around, as opposed to just an interesting idea?

My background is product development and I’ve always aspired to have my own brand in some regard that was mission-driven. At some point my team and I were considering food waste as a challenge that a CPG company could have an impact on.

We thought we would go into the dog food realm. We talked to people in the industry to see if this concept was worth pursuing and we learned that our pets could be a key way to solve food waste and create a great product at the same time.

What are some concrete steps you took to go from idea to product, to something that can scale?

We started with one flavor and found an ingredient we could build around, which was lobster. The seafood industry throws away a lot of lobster mince - bits of lobster that has been picked out of the shell outside of the tail. There are some suppliers already taking that mince and selling it to manufacturers for other products. So we asked, “How do we build a product around lobster?”

As the product developer, I had to figure out how we could incorporate a functional benefit for pets and make it something they like. We made a lobster and kelp combo that helps dogs keep their coats healthy.

We’re creating flavors around suppliers who were already doing something awesome in the upcycling world. We’re collaborating with them and growing together. People ask us if our upcycling strategy makes us too reliant on ingredients, but when you think about how much food is wasted before it even gets to market, it’s clear there will always be a way to work with suppliers and farmers to upcycle that waste.

Sometimes, the reason something gets thrown away is as simple the product not looking pretty enough for the shelf. It’s perfectly good, but because it doesn’t look perfect, consumers don’t want it. There’s a growing awareness of this, and several other amazing companies are working with these previously unwanted products. Brands are specifically working with growers and processors to create new added-value products from ingredients that would have been wasted otherwise.

Pet food makes sense here. Dogs love food - they don’t care if the pumpkin or lobster is ugly.

Can you share your process for gathering feedback and turning it into actionable steps for your own product development?

We have created our first five SKUs - pumpkin, blueberry, lobster, apple, and egg. Creating food for dogs is not quite the same as developing food for humans. I develop recipes in my own kitchen, and have my dog try the treats. When I go walk my dog, I ask other pet parents if I can share the treats to see if their dogs like them.

I use all natural ingredients, and there’s no fillers. We also use catchy names to drum up interest - Lobster Rollover, Pumpkin Par-tay - stuff that catches people’s interest. We talk to retailers, and they literally want to smell the food. There’s an idea that if it smells potent, the dogs will like it. Texture is key for dogs - most of biscuits on the market are crunchy, and now we’re moving toward soft-baked treats. It seems like that’s what pet owners like because it’s easier to portion control. Plus, the dogs love the softer texture.

We’re always maintaining conversations with dog owners and retailers - everything we learn will go into our future re-formulations. We’ve never been too far off - the flavor combos make sense and they’re based around what dogs already like for the most part.

All of our products have a functional benefit in terms of health because retailers are telling us that this is what people want. They’re treats, so they’re not intended to be a full source of daily nutrition, but it’s definitely an added benefit. For example, pumpkin helps digestion, and our lobster formula benefits joint health. People love their pets as if they were their kids, so this is important.

What food brands have been most influential to you?

As a team, my co founders and I look at companies like Misfit Juicery and Regrained - they’re doing great things with upcycling and tackling the problem of food waste. They’re very upfront with it. They are making food for humans, but they’re paving the way for what we do as well.

What makes your brand unique and different from your competitors?

We don’t really compare ourselves to other pet food companies. We see ourselves in the community of companies fighting food waste. We like to say that we’re green, but we’re not going to be in-your-face about it. We care about what we’re doing and we’re dedicated sourcing responsibility and being sustainable with our packaging, but we’re doing it in a way that’s not going to alienate people who might not be super into the sustainability movement. We’re just very approachable for all consumers.

Can you share the most impactful strategies you’ve used so far to market your business?

As a food product developer, I knew we would need to connect with sales and marketing side of things. I come from science, so starting out, I needed someone with the connections in sales and marketing. My team fills in those gaps.

Being a part of Branchfood has been hugely helpful for me and my company. Just the conversations and connections I’ve made there have influenced our business. For example, Ahmad Zamelli of Evergreens is working on aeroponics, and I’ve been talking to him about making a powder out of his roots as a potential nutrient-dense product. At one of the events - FoodEdge - we met a connection at H-E-B and now they’re launching a test run of our products in 60 stores.

The wider strategy is just filling the gaps in your team and putting yourself out there.

What success story are you most proud of?

It’s not a single story: how Shameless Pets came about was a series of fortunate events, which makes me feel like I’m on the right path. We’ve had challenges, but the series of events of finding the perfect team, finding great manufacturers - all of the makes me feel like we’re on to something big. H-E-B taking on a small startup has definitely been a big success, and we’re seeing where that can go.

Most pet food brands are owned by just a few massive corporations. What advice do you have to CPG startup founders entering these kinds of verticals?

I think that means there’s huge opportunity. I think society is hungry for smaller brands that are making a real difference. The perception of large brands is that they’re not always totally transparent. If you want to enter a space, I’d say just go for it and work hard to change people’s perceptions.

Even at Branchfood, we’re the only dog treat company. We’re the only ones doing this in our space. Leverage your community and just go for it. What’s cool for us is that in the pet food world, innovation is further behind than it is in CPG for human food. Big players are taking notice too - just look at General Mills’ recent acquisition of Blue Buffalo.

Given all of the recalls and even federal investigations into the quality of pet food, what do you think is the best way to build trust with pet owners, who are likely pretty skeptical of packaged pet foods?

I think asking questions is important for pet owners, and they should be doing that. For us, we’re doing everything we can do be transparent about our ingredients and being upfront about that we don’t put artificial ingredients in our products. We feel strongly that you should treat your pet food like you would your own food.

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How did you make the connection between pet food and human food waste?

It was the challenge of it. It’s not really food waste - it’s nutrient-dense, usable food that gets tossed because of perceptions. My dog would eat anything. I wouldn’t feed her scraps on the ground, but she would definitely eat them if I did.

My dog is pretty shameless in what she eats. Dogs don’t care if food is ugly. That’s where the name Shameless Pets came from - pets are shameless about food. They really teach us how to be better consumers.


This interview was conducted and written by Ideometry, an all-in-one growth marketing agency helping everyone from startups to Fortune 500 companies engineer brilliant integrated campaigns, find their ideal audience, fuel their pipeline, and drive real success.

In the middle of a campaign and need some support? Want to build something awesome from scratch? We’d love to hear from you. Get in touch with us at ideometry.com or at hello@ideometry.com

Read the rest of our “Five Food Startups Winning the Branding Battle” series:

 

 

 

Strength from Diversity - How i-Bars Club is Creating Innovative Protein Bars With International Ingredients

Our new blog series, “Five Food Startups Winning the Branding Battle,” is all about founders at rising startups in the Branchfood community who are launching the next wave of exciting food brands.

We spoke to five incredible founders about product development, branding and marketing, and the success stories they’ve experienced so far.

In part 2, we spoke to Moemen Abbas, CEO and founder of i-Bars Club, whose mission is to create internationally themed, healthy protein bars. Read on to learn how i-Bars Club tests new ideas, how an incredible team is driving his innovative products, and the secret ingredient in his soon to be released Tokyo-themed bar.

This is part 2 of our “Five Food Startups Winning the Branding Battle” series. Don’t forget to check out Part 1 (Veggie Table Foods). Check back in two weeks for part 3!

Tell us a bit about i-Bars Club.

We make premium vegan protein bars with an international theme. We’re introducing new flavors from different cities and each of our bars is named after a city where the key ingredient is from.

There are a lot of meal-replacement, protein, and health bars on the market today - what do you feel is i-Bars’ biggest differentiator?

We try to introduce new flavors you can’t get anywhere else. Most brands of bars have the same flavors - chocolate chip, peanut butter, and so on. Some bars have just a few benefits, and we want our bars to have them all - gluten-free, high-protein, GMO-free, etc. Very few bars hit on all of those. Even worse is that some “protein bars” have less than 15g of protein. That’s not a protein bar for someone who’s working out a lot.

We consider ourselves very innovative, with new products always coming in the pipeline, and we want to introduce a lot of different international flavors. We’re also in a niche market where we’re targeting affluent consumers. These are people who want high quality ingredients from all over the world. For example, our next bar is “Tokyo.” For that, we’re importing matcha directly from Japan to use in our bars. That’s expensive, so we’re targeting affluent consumers. No one else is doing that.

I’ve hired a chef, food scientist, and nutritionist, and I’m a pharmacist by training. This combination is very strong for creating scientifically healthy bars that taste good.

When did you know you had something you could build a business around, as opposed to just an interesting idea?

I studied in international schools for years, and I had this idea to do something that was both healthy and reflected my international background. So I worked with health consultants and they suggested protein bars that sourced ingredients from different countries. It’s taken a lot of time get to a point where we can start production, but so far people love the bars and we’re able to bring super foods from all over the world.

What are some concrete steps you took to go from idea to product, to something that can scale?

I’m bootstrapping and focusing on finding the right team who can work with a startup. It’s tough to build a good team with minimal resources. Building a memorable brand is also challenging.

It was also very difficult to get my visa as an immigrant. It took 7-8 months just to get my visa. I had to overcome a lot of hurdles.

Can you share your process for gathering feedback and turning it into actionable steps for your own product development?

We worked with focus groups we put together through our network - friends, people at the gym, etc. Targeted focus groups are important. Our products are international and everyone has different taste buds. We test with American-only groups and international groups and ask them about our bars as well as our competitors.

We also just go out on the streets and to cafes and hand out samples. We ask just people to try it and get feedback.

For just our first bar, we ran over 25 trials to make sure we had it right.

What food brands have been most influential to you?

Every company has a model - I really like RXBAR. When they changed the design, their sales increased a lot and was noticed more by customers. That showed me how important packaging is for CPG sales.

Labeling all of the ingredients right on the front of the package was a smart move - being transparent is the most important thing in our space. For me, a protein bar must have premium superfoods and quality ingredients. I wish every protein bar told you everything inside it.

Being available everywhere is important as well - Quest Bars has done a great job of getting distributed almost anywhere you can think of.

What success story are you most proud of?

I would say, I invested a lot in real estate in Egypt - I had a lot of experience and I was very lucky when I bought my real estate because I could sell it high. I invested when everyone was selling, and when the market boomed, I made a lot of profits. I’m also very proud of my Master’s in marketing, which has given me a lot of connections worldwide. My network has helped me a lot and I’m proud of it.

How does your global background influence your products and branding?

I traveled all over the world for my education, and I worked in Egypt, Dubai, Singapore, the U.S., and some others. Every time I met people in different parts of the world, I saw that everyone had different habits and cultures. More specifically, I learned that everyone looked at food differently. I was never passionate about health before, but now I am and I’m combining it with my love of travel and sharing it. You can see all of my passions in iBars.


This interview was conducted and written by Ideometry, an all-in-one growth marketing agency helping everyone from startups to Fortune 500 companies engineer brilliant integrated campaigns, find their ideal audience, fuel their pipeline, and drive real success.

In the middle of a campaign and need some support? Want to build something awesome from scratch? We’d love to hear from you. Get in touch with us at ideometry.com or at hello@ideometry.com

Read the rest of our “Five Food Startups Winning the Branding Battle” series:

Mapping the Future of Food, Cooking and the Kitchen at the Smart Kitchen Summit

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The Smart Kitchen Summit is the first and only event dedicated to mapping the future of food, cooking, and the kitchen. Branchfood is thrilled to be a marketing partner of the conference since its inception and we'll have someone there at the event! If you would like to connect with us, DM us on Twitter!

The Summit was founded in 2015 when smart home and IoT veteran analyst Michael Wolf noticed a trend forming in the smart home space – the emergence of kitchen technology or, the smart kitchen. He realized that this unique relationship between the food we consume and create and the technology that is revolutionizing that experience was beginning to grow at an increasingly fast pace. Mike saw an opportunity to create a forum for conversation around this burgeoning trend that would bring leading voices across the various niches in smart kitchen together to share ideas and information.

Now in its third year, Smart Kitchen Summit is the premier convening of leaders from technology, food, appliances, commerce and retail, and delivery and features discussions, panels, fireside chats and workshops on how connectivity, artificial intelligence, robotics and machine learning, virtual reality, design innovation and the on-demand economy will transform the consumer experience with food.

In addition to conversations and presentations, the Smart Kitchen Summit features opportunities for companies to expand their presence in the industry. The Startup Showcase, a competition that seeks out the most interesting and disruptive startups in food and kitchen tech, is a place for emerging leaders to demo and pitch their ideas to an audience packed with key decision makers and thought leaders.

The Smart Kitchen Summit is more than just an event. With the success of the Summit came a joint venture – The Spoon, a media B2B site dedicated to covering the future of food, cooking and the kitchen through regular industry news, contributed pieces, and more.

Interested in joining the conversation? Join us October 10-11, 2017 at Benaroya Hall in Seattle, WA for two packed days of networking, product demonstrations, and programming. Use code BRANCHFOOD for 25% off the price of any ticket type. www.smartkitchensummit.com

The State of Food Innovation: Consumer Packaged Goods in Boston

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Consumer Packaged Goods (CPG) manufacturing is a leading global industry. Over the past ten years, food manufacturers have transformed business practices in response to changing consumer preferences. Campbell Soup, one of the largest CPG companies in the world, saw a decrease in profits of almost 20% in the last fiscal year, and is one of many Big Food companies that are experiencing the shift: since 2009, the top twenty-five food and beverage names in the United States lost the equivalent of $18B in market share to startups and small businesses. The entrepreneurs behind these smaller companies create products that reflect changing public values and build trust between company and consumer. Greater Boston has been an unsuspecting leader in CPG since the dawn of the NECCO wafer and cites companies like Schrafft's, Stacy's Pita Chips, and The Boston Beer Company as more recent success stories. Beyond brand, Boston is a place where innovative food product companies continue to launch and grow. 

RESOURCES

The visionary ethos of Boston perfectly complements its historic roots. Kendall Square in Cambridge has been called the most innovative square mile on the planet, and much of Boston’s creative energy goes toward product development for CPG companies. With an experimental kitchen in Fenway, Chew Labs works with food companies both high and low profile to create tastier, more cost-effective CPGs. CEO Adam Melonas explains, “Everyone here has an equal seat at the table. It’s interesting to see the food scientists start to lean on the chefs to direct and guide the taste. And the chefs start to lean on the food scientists to help guide the conversation on stability, technique, and what’s possible, and where we go next.” The unique combination of food and technology found in Boston means the city incorporates both old-world tradition and new culinary innovation into its rapidly developing food scene.

A profusion of commercial kitchens makes Greater Boston an ideal city for startup CPG companies looking to scale manufacturing out of home kitchens. CommonWealth Kitchen, with locations in Somerville and Medford, is one example of these shared community spaces, offering business assistance to aspiring entrepreneurs and strengthening the regional food economy. Smaller kitchens, such as Caroline Huffstetler’s Local Fare and Food Revolution, are able to provide allergen-free workspaces. Foundation Kitchen and Stock Pot Malden offer even more variety to the mix. Many CPG startups, whether they need storage, guidance, or workspace, use these commercial kitchens as a steppingstone as they build their brand and their consumer base.

EDUCATION

One of Greater Boston’s most notable characteristics is its abundance of colleges and universities. Out of these institutions have grown community resources such as the Harvard University i-lab, where Harvard affiliates can participate in a twelve-week program that provides workshops and mentoring sessions about entrepreneurship. The founders of Six Foods, producer of one of the country’s first-ever cricket-based snack, started at the i-lab when they were undergrads before making a national debut. The startup BevSpot is another Boston education success story: founded by students from the Harvard Business School and MIT, the online tool helps bar and restaurant managers track inventory and spending.

Annual events, such as Harvard's public lecture series on the science of cooking, further contribute to the conversation surrounding innovation and food. MIT's Sustainability Summit explores green technology, and the Harvard Food Better initiative hosts conferences which focus on the empowerment of food service employees. Harvard also hosts the Global Food+ Conference, which features top Boston area scholars in a wide variety of disciplines to highlight research findings related to food and its impact on society and the environment.

At Tufts, the School of Nutrition Science and Policy combines the efforts of nutritionists, economists, policy makers, physicians, and many other experts toward the goal of improving nutritional health everywhere. With its Food Sol Program, Babson College focuses similar efforts on a different socio-economic sector through the Cultivate Small Business initiative, in collaboration with the Initiative for a Competitive Inner City (ICIC) and CommonWealth Kitchen. Through Cultivate Small Business, entrepreneurs from low-income backgrounds receive mentoring sessions, the chance to network, and small capital grants.

FUNDS

Local funds including Beechwood Capital, Centerman Capital, and Sherbrooke Capital, to name a few, are providing capital for entrepreneurs to get their businesses off the ground and disrupt the food and beverage industry. The past five years have seen an increase in funds that invest exclusively in this industry, paving the way for transformative businesses, such as Boston-based Yasso and Spindrift, to realize their full potential. Financing reaches beyond local companies, too -- Fidelity and Bessemer Venture Partners invested in New York meal kit service company Blue Apron when it was in its early stages. Fresh Source Capital, which targets high-tech companies dedicated to sustainable regional economies, counts Just Add Cooking among its investments.

PLAYERS

Broadly considered the birthplace of the American Revolution, Boston offers CPG companies a legacy brand recognition unachievable anywhere else in the country. The craft brewery Samuel Adams exemplifies this position: founder and sixth generation brewer Jim Koch debuted his beer on Patriots’ Day in 1985, depicting the founding father mid-cheers in a pose now iconic across the nation.

Beyond history, Boston’s reputation as an durable, revolutionary city is conducive to establishing legacy brands, and consumers respond with enthusiasm to enduring names -- the “What the Fluff” festival, held annually in Somerville, celebrates Marshmallow Fluff as a historic, even traditional food staple in New England, the nation, and abroad. Further to the west, Big Y Supermarkets have been one of the most recognizable grocery establishments in New England since 1936. Stacy’s Pita Chips got its start in Boston, and Quincy-born Dunkin Donuts (“Dunkin’,” “Dunks”) is another iconic brand, its comforting pink and orange logo glow never far from sight.

THE FUTURE

Boston is a city of Millennials, with the highest concentration of 20- to 34-year olds of any populous American city. Values of that generation have already permeated the CPG industry. Sustainability, nutrition, and transparency in sourcing ingredients are three major movements that will continue to affect consumer preferences. Digital spending will also continue to increase, foreshadowed by the recent acquisition of Whole Foods by Amazon, the online retail giant reportedly soon to sign a lease for a space in Seaport.

Investment in small businesses from big names in food ensures a virtuous cycle of innovation in the industry. In this spirit The Boston Beer Company, partnered with small business lender ACCION, provides financial advice and other business coaching to entrepreneurs through their Brewing the American Dream program. As digital spending continues to rise, a high number of niche markets will emerge, fueled by startups. Innovation in the CPG industry and support for small businesses are instrumental in Boston’s role as a national player.

At Branchfood we aim to raise awareness about Boston as a leading food community. This blog post is the first in a series on innovation in Boston’s food and beverage industry. Written by Chloe Barran.

Know Your Food Entrepreneurs #6: Mint Pattanan + Naphat Chaiparinya from Rootastes

What do you do on your lunch break, besides eat? Socialize with colleagues, make a pharmacy run, eat chicken salad at your desk between emails? According to a study done by the hiring company OfficeTeam, Americans are increasingly falling into the latter category, with 29% saying they work through their breaks. New food startup Rootastes is hoping to bring a greater sense of community to the workplace through the oft-neglected lunch hour.

“Even for one hour, we try,” says co-founder Naphat Chaiparinya. She sighs, visibly frustrated. “You’re supposed to have a good time with your good lunch.”

This mission is heavily influenced by the founders’ Thai origins. Co-founder Mint Pattanan Ketthin chimes in, “we like going out together, in a big group. We enjoy eating out. In Thai culture, getting together makes good relations between employees.” With this philosophy, Rootastes targets corporate employers who want to create a sense of community in the workplace.

Another substantial part of the Rootastes mission is addressing the abstraction of mealtime food that’s intensified in the past decades. Both Chaiparinya and Pattanan have experience working in the corporate world, and talk passionately about bridging the gap between workers and the farmers that produce their food. Reflecting on her time WWOOFing on an organic farm in Japan, Chaiparinya says, “Why is life so complicated? You want money to buy food, but you can grow the food yourself! Whatever you want to eat, you just have to wait for it.” It’s this farm-to-table mentality that inspire the founders to maximize partnerships with local farms and curate a seasonal menu in order to accommodate fluctuating supply.

For similarly minded restauranteurs and caterers who don’t know how to start finding suppliers, Rootastes offers a surprisingly simple path: Chaiparinya and Pattanan went to major distributors Baldor Food’s and Russo’s to taste produce from various local farms, then visited the farms which seemed most promising. “It’s good to learn how they make their product,” says Pattanan. “I work in marketing, but the most important thing is that I work in corporate social responsibility. Besides making good food for people, we want to help local farms as well.”

This initiative to find local ingredients demonstrates the applied passion with which Rootastes’ founders conduct their business. Halfway through our interview, Chaiparinya says with a laugh, “you don’t need to ask us questions -- we really want to talk about this!” The two of them had been up since six in the morning to work on an event, but become instantly re-animated when asked about the new corporate lifestyle they hope to encourage. Pattanan’s attraction to the startup industry lies in this problem-solving mentality: “We find the problem, and the company’s product and service are the solution. I want to create something that benefits the community.”

As for building the Rootastes team, Pattanan explains it happened organically: she and Chaiparinya were friends from before, and their executive chef, Wachira Sittikong, was a friend of a friend. Coming from a long line of family-owned leading Thai restaurants in Boston and Massachusetts, Sittikong studied business and worked in the financial district before attending Le Cordon Bleu.

Instrumental in the creation of new dishes, Chef Sittikong helped design the Rootastes menu. Clients choose packages that consist of a carbohydrate base, like white rice or specialty grain, vegetables such as umami medley mushroom or sesame spinach, a protein, perhaps baked spinach or grilled shrimp, and lastly a sauce, be it ginger teriyaki or garlic basil aioli. The menu is extensive, and packages vary in number of servings and scope of choice. Since the spotlight is on the ingredients themselves, the actual cooking process is simple: a bit of seasoning, with house-made herb oil. And it seems to work -- Pattanan recalls one happy employee who told her it was the best lunch he’d had in two years.

I work in marketing, but the most important thing is that I work in corporate social responsibility. Besides making good food for people, we want to help local farms as well.

When it comes to scaling the business, Chaiparinya and Pattanan take a measured approach. In business for just two months, they are entirely self-funded and use a commercial kitchen to prepare food. “We just want to make this happen first,” says Chaiparinya. “We proved to ourselves already that we can make it, but we have to prove that to other people. We got a good answer from our customers, so for me it’s a good start. But for the next step, of course funding is the most important. We know that right now.” Pattanan agrees: “The most important thing is the food. We want to make sure we have a very good product before we jump into technology.”

At the moment, Rootastes clients can order through a chat bot on the company Facebook page, as well as the company’s website. But Pattanan envisions, in the near future, incorporating slack, the inter-company messaging system. “People already know our product, they know our food,” she explains. “When we bring in technology so we can reach new markets, new customers.” Chaiparinya says that most of Rootastes’ clients are companies that employ Boston’s extensive millennial population, a demographic that’s both open to trying new things and interested in sustainable sourcing and transparency in where their food comes from.

Rootastes is just one company in a community of startups that take advantage of Branchfood’s numerous resources. Pattanan and Chaiparinya have met with Branchfood mentors several times to discuss business development, and appreciate the sense of like-minded community they share with other entrepreneurs they’ve met through the organization. “The Boston community is very supportive for entrepreneurs,” says Pattanan. Chaiparinya adds, “It’s been over our expectations. We’re looking forward to using more facilities here -- we should, but we’re so busy!”

You can read more about Rootastes here. If you’re interested in joining the Branchfood community, you can read more about membership options here. Interview conducted by Chloe Barran.

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