Rebuilding the Aloha brand — Rebuilding the Aloha brand — Brad Charron // Aloha

What does it take to re-found a brand and still be competitive? If you're a CPG marketer, you know the competition is brutal, from the operations side to distribution and shelf space. As a smaller CPG, there's only one way to stand out and run a sustainable business: profit and purpose. Want to find out how ALOHA is doing it? Listen to Brad Charron, CEO of ALOHA, as he discusses how he and his team have rebuilt ALOHA into a profitable enterprise.
About the speaker

Brad Charron

Aloha

 - Aloha

Brad Charron is CEO at Aloha

Show Notes

  • 02:15
    How ALOHA took the protein bars category by storm
    It is a difficult and heavily fragmented category, but ALOHA has a great-tasting product and a compelling story behind it.
  • 03:07
    Why is ALOHA a B Corp?
    The company is a balance between profit and purpose.
  • 05:02
    The size and growth of the company so far
    Theyve grown 100%, doubled the company's size in the last three years, and are profitable.
  • 08:10
    The small brand advantage in CPG
    The ability for constant iteration gets talked about by bigger companies, but they're just not built for that. Thats the difference maker for smaller CPG brands. Plus, the employee ownership element takes it to another level.
  • 11:07
    ALOHAs sustainable business model and why it works
    Its about doing everything to be a profitable company with a purpose and on purpose.
  • 14:45
    How to make big bets and not make stupid mistakes
    Nail down a great product, get the certifications around it that consumers care about, be knowledgeable and respectful of your competition and then bet on your strengths.

Quotes

  • "Plant-based protein is like a $15 billion market. You got a lot to play for. Protein bars itself for like $6 billion domestically and are heavily fragmented categories, so there is a lot to play for. And so the product tastes good. We get a very heavy repeat. And if you're a marketer, you know, starting with a good product is critical. And then it comes down to how you tell the story." - Brad Charron

  • "A B Corp is, in our case, a public benefit corporation. We changed our corporate charter in Delaware to authentically reorient the company as a balance between profit and purpose." - Brad Charron

  • "What's nice is that we've grown 100%; we've doubled the size of our company the last three years in a row. We're a profitable enterprise." - Brad Charron

  • "If you focus on a good corporation or business's fundamentals, it goes back to the product reasonably. And that's where we've spent the energy refounding the company." - Brad Charron

  • "There's the founding side of CPG which is the passion side of it in terms of going off and doing things with the consumer in mind and being comfortable failing, knowing you have a good thesis and theory to go after it. And that constant iteration gets talked about by bigger companies, but they're just not built for that. And we are made for that. If you add the employee ownership element, everything is personal." - Brad Charron

  • "We're focused on sustainable businesses, which means like the tortoise, not the hare, that means we have an income statement, that's actual numbers, we quote our numbers, we have KPIs, we're on track to scale to more than $100 million in sales. And you don't get to that size without being operationally buttoned up, especially with less than 20 people in the whole company." - Brad Charron

About the speaker

Brad Charron

Aloha

 - Aloha

Brad Charron is CEO at Aloha

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