Dang Foods co-founder Vincent Kitirattragarn reflects on growing up as the child of Thai immigrants and how food preserves cultural identity.
Assertion Contradicted
Vincent Kitirattragarn claims no keto bars existed on the market in 2019
“At the time, there were no keto bars on the market. We're like, wow, this is such a big opportunity.”
Insight
Trader Joe's private-label coconut chips actually helped educate Dang Foods' consumers
“Trader Joe's also came out with a coconut chip around the same time we did, which I thought was bad because I was like, I thought we were going to be the first. But it turned out later that it was actually a good thing because Trader Joe's stays in Trader Joe'…”
Insight
In retail grocery, a brand's packaging is effectively the product itself
“When you're in the store, you have less than a second to grab someone's attention. I think the best way to do that is to create a good package. And there's a saying that your package is your product. It's not what you sell in the bag, it's the bag itself, beca…”
Insight
A packaged food brand needs $500,000 in sales per field representative
“I think, you know, hiring a field team, first off, people are expensive, right? So each person maybe 70,000 dollars, right, in salary. And that's in, you know, that payroll, you have to basically sell half a million in order to get that 70 K contribution that …”
Insight
Snack consumers prefer unadulterated coconut products over complex flavored varieties
“We kind of learned that people kind of want a less adulterated coconut. Kind of similar with coconut water, like, they don't want flavored coconut water, they just want coconut water.”
Assertion Not checkable as stated
Dang Foods' freight costs jumped from 5% to 30% of COGS
“Because two of our three product lines are imported from Thailand. And so when your cost of goods, the freight, you know, goes from five percent to 30% that's a big increase.”