MadeGood

“Well, the bank of parents' retirement funds, also, we went to an actual bank and got a loan. We securitized it with the homes that we had, and we went, and it's rare to get pre-revenue loans from a bank. But because they knew us, and they saw what we did befor…”

“Made Good takes up 50% of the front, front panel, and so this was all design disruption that we did to stand out on shelf.”

“They rented a 3000 square foot facility, they bought used equipment, they had no food science background, and it sounds simple making nuggets, but making nuggets is extremely difficult.”

“Whereas if we started doing the same thing, we brought with ourselves the most valuable thing, which was a decade or a decade and a half of experience. And there's no point in throwing that away. Forget about the money. The money was the least important thing …”

“And today, I would say our brand awareness in Toronto is incredibly high. Maybe 90% of the people know.”

“So I believe in the 100 mile radius marketing strategy. So when we started, we're like, let's make sure we own where we are. So, because we can drive there. If I can drive there, and if my team can drive there, we can merchandise store, we can demo”

“Our first order was actually for Costco for a contract manufacturing brand, and it was 300,000 bars.”

“The U.S., we get in just into the northeast of one region of Whole Foods, the northeast region of Whole Foods. So we kind of do a little test first in 2015. With 10 stores, 10 top stores in Manhattan, I hire a merchandiser, I hire a demo crew, and I made sure …”

“Yeah, I think the silver lining is that our relationship with our customers is so much better, because every time we go there, they're like, this was a best-in-class recall.”

“We have to make it. We're not co-packing it. That's the thing that makes it difficult. Like, every time we have an idea, we have to build the capability from ground up.”

“We're not a billion dollar brand. We're in the hundreds, and .”

“In Canada, we're the number two brand. In the US, we are number six and the fastest growing brand in the category, whereas, you know, we have ambition to get to number two.”

“The other layer of insight that we had was that the allergen free should not be a prominent call out. It's something that it's a background. Yes, we're allergen free, but first and foremost, we taste great.”

“Made Good is not a kid-forward brand. It's an all-family, and 50% of our households actually don't have kids.”