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Fermenting Your Business Growth: Cleveland Kitchen on the NexxtLevel Brands Podcast!
Manage episode 341891969 series 2803188
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Today’s guest is Mac Anderson, Co-Founder & Chief Commercial Officer at Cleveland Kitchen. Mac and his siblings were raised in a culture of natural foods - their mom is a trained Chef who started a natural food co-op in Ohio way before such things were widespread. Join us as we discuss the origin story and rocket to success of this family business, how they gained retail placement, their acquisition of a pickle-manufacturing plant in CA, and the growth Mac sees continuing and building in the fermented foods category.
Cleveland Kitchen uses the finest ingredients to make the best tasting sauerkraut, kimchi, pickles, dressings and marinades. Their kraut, kimchi, and pickles have a delicious crunch thanks to their rustic cut and their dressings and marinades provide a rich, flavor-packed boost of fermented vegetables that is a perfect addition to any meal. Cleveland Kitchen creates world-class culinary fermented foods for all. Fermented foods are regularly consumed within European and Asian cultures and now U.S. consumers can simply (and deliciously) do the same.
The “NexxtLevel Brands Podcast’ is hosted by G. Steven Cleere, Founder and “Chief Pot Stirrer” of NexxtLevel Brands. This show focuses on disruptors and thought-leaders from the Entrepreneurial Food, Beverage, and CPG Industry, but we also share tips from veterans and key suppliers that may help fellow CPG professionals achieve their goals.
Discussion Points
- Mac’s background and early years
- Fermenting became a business concept for the family around 2014, fortunately right at a crest of popularity for fermented foods and drinks
- How are Cleveland Kitchen’s foods presented, fresh and refrigerated or shelf stable?
- Retail plans for Kraut - started with local Giant Eagle in Cleveland
- The grocery strategy that won - selling in the produce section (vs. deli) doubled sales
- Retail placement grew to Target, Albertsons, Publix, and Walmart
- A certain giant retailer asked them to provide pickles - so they acquired a pickle manufacturing plant in CA
- Pickles - are they that different from producing Kraut?
- The “pandemic effect” was a complete boon to Cleveland Kitchens – fermented foods, gut health, changing food choices, immunity boost – Cleveland maintained 99% on time/in full even in the pandemic
- Investors and capital - the Korean/German couple who was the perfect first investor
- Co-packers - it may have been an easier route but they wanted to own their own destiny
- How does the future look? Cleveland Kitchen is seeing double digit growth on grocery shelves over the past 18 mos.
- Words to Grow by: always be scrappy and strategic, act like you don’t have a big budget, and don’t do things just for the sake of ‘growth’
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