Ep. 197 - How to Sell Delicious French Cookies to the United States Marketplace with Evan Holod, CEO of Michel et Augustin

Evan Holod is the CEO of Michel Et Augustin, a cookie company located in France, but Evan is bringing it to the states with a colorful brand and personality Evan is a funny guy with a candid sense of humor but has a lot of wisdom to share about marketing brands like Bazooka Joe, Ring Pop, and Coca-Cola. Michel et Augustine is recently pushing into retail launching in many different grocery stores around the United States. We talk about how to reset your career trajectory, as Evan worked in finance for 7 years before getting a degree in marketing and starting as a marketing assistant for food, then worked his way up to CEO for food. We also talk about marketing tactics. From packaging to convincing people to go with your crazy ideas. About Evan Evan Holod is the CEO (and Chief Troublemaker) at Michel et Augustin, a leading French manufacturer founded in 2004 and known in Europe for their unique approach to everything. A lifelong eater, Evan spends his days with the unenviable task of introducing French pastry know-how to unsuspecting Americans. Whether ideating the next great Franco-American food innovation, securing a distribution deal, or participating in another grueling cookie taste test, Evan and his team of trublions (French for ‘troublemaker’) will stop at nothing to make sure that Americans of all ages have access to delicious, honestly indulgent cookies like their bestselling Cookie Squares (buttery shortbread cookie squares filled with a variety of different chocolate ganache recipes). Prior to his current adventure, Evan was the Brand Director for Coca-Cola in the U.S., responsible for developing and implementing the U.S. brand strategy, targeted marketing communications and advertising, and creating and executing programs like the “Share a Coke” campaign. Evan spent his early years in marketing at glacéau, working on the team that helped drive the growth of smartwater. Evan holds multiple degrees in unrelated and peculiar subjects, with a B.A. from Duke University in History and a Masters in Sports Marketing from NYU. Married for over 10 years and with 2 often lovable children, Evan and his family moved back to NY in 2018 and now reside in Brooklyn, NY. Sponsor The Cultured Meat Symposium is taking place in San Francisco on November 14-15th. Join experts from science, food, and tech industries to discuss the future of food. Join speakers from Aleph Farms, Finless Foods, Memphis Meats, Wild Type, IntegriCulture, VOW, the American Meat Science Association and more. Use coupon code MYFOODJOBROCKS20 for 20% off General Admission tickets. Or use this link here I’ll be there with a mobile podcast studio. See you there! Show Notes First sentences: I’m the chief troublemaker. We’re a cookie company that helps people brighten their day. Michel En Augustin – people who traded their suits for pastry hats. Our employees have to pass the French pastry exam We have one card for everyone. We have 11 of us in the United States so we all have it on the card. Michele and Augustin have been around for 15 years in France, but it’s so different in the United States Danone buyout Coca Cola Who was a mutual friend who introduced you to Augustine?: A French friend in Coca Cola How did you get to where you are today?: I used to work in investing but hated it after 7 years. I wanted to work in sports but my investor friend said to work in consumer goods. I got my degree in marketing and then got a job as a marketing assistant and rose to Coca-Cola and ended up having sports as my portfolio because Coca-Cola is the best brand in the world My role in coca-cola: my job is to recruit a new generation of coke drinkers There are tons of marketing divisions in coca-cola from stores Mexican Coke How do you convince people?: People need to trust you, but you have to bring people along in the beginning. People like to be involved Where do you manufacture?: In Europe, sometimes we have to ship by air to the US Where are you available?: Some SF stores, available at Safeway, Target, Shoprite, Fairway, 20% Coupon if you message Evan on LinkedIn We were slow on retail. We mostly focused on food service and front-end We decided to focus on multipacks. We had to do a lot of different ways to repackage. We had to do some of our manufacturing in the US such as packing products What is one thing in the food industry you’d like to know more about?: The science and the technical side. It’s a language I don’t speak or understand. I don’t like having to tap out of the conversation How do you learn?: I don’t read anymore. I’ve reached to a point where it’s more curated. Tom Goodwin, Mark Rittztons Where can we find you?: First Thrusday at 98 4th Street Open House 7-8pm at Brooklyn Facebook Page: Michel et Augustin Learn more about your ad choices. Visit megaphone.fm/adchoices