Capturing A Not-So-Obvious Consumer

This week on the NOSH Podcast, editor Carol Ortenberg and reporters Adrianne DeLuca and Brad Avery debrief from their trip to the final Natural Products Expo East including some approaches brands have taken to combat the rising costs of retail and Expo's new replacement. Then, Brad sat down with Ronak Shah, the co-founder and CEO of flavored collagen brand Obvi, to discuss how his brand built a D2C-first model on the foundation of a very specific consumer demographic. In this episode: 1:33: The team dives into New Hope's announcement about Expo's final act and what we'll all be looking to see during next year's inaugural Newtopia Next in Savannah, Georgia. 6:22: How are brand's tackling the rising costs of doing business in retail? Some are looking beyond natural grocery, conventional and mass channels – and instead branching the business out to new areas, with lower overhead and higher margins. 14:15: Ronak Shah shares details about Obvi's history which dovetails into a discussion of how the brand landed its focus on targeting a very specific age demographic of women in the Midwest. 36:55: Shah discusses Obvi's first brand acquisition – Coffee Over Cardio – and how Obvi's existing consumer base is helping drive the brand onward. "We're taking the route of using our community to become our super women." - Ronak Shah, co-founder and CEO of Obvi 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 [email protected]. Subscribe on Apple Podcasts