Jamming from Iceland with Gardar Stefansson, CEO and Co-Founder of Good Good Foods, the #1 Fastest Growing (No Sugar Added ) Jam and Jelly Brand in America!

Welcome to Winning at Work – the podcast for Foodies and Founders!

• In this episode, we sit down with Gardar Steffanson, the CEO and Co-Founder of Good Good Foods, a game-changer in the world of low-sugar jams and spreads.
• Good Good Foods, based in Iceland, has risen to the #1 position in their category in America.

The Secret Ingredient:

• The key to Good Good Foods' success is their emphasis on fruit content. They pack more fruit into each jar and use natural sweeteners, resulting in a low-calorie, delicious product.
• Gardar emphasizes that breakfast jams should be healthy, not packed with excessive sugars, which can often reach 60% in traditional jams.

Innovations for Flavor Balance:

• Good Good Foods invested in extensive research and development to eliminate any aftertaste associated with natural sweeteners like stevia. They conducted thousands of innovations to perfect their recipe.

Market Insights:

• The jam and jelly market boasts a substantial $1 billion in grocery sales.
• Interestingly, peanut butter, a complementary category, is a massive $2 billion industry.

Entering the U.S. Market:

• Gardar shares that their breakthrough into the U.S. market came through Expo West, a pivotal event for their business.

Consumer Trial and Online Presence:

• To encourage consumer trials, Good Good Foods initially launched on Amazon. Their product quickly rose to become the #1 jam on Amazon.
• Tactics for building an online reputation involve collaborating with influencers and ambassadors to create engaging content. They are also actively working on improving their presence in grocery stores.

In-Store Demo Strategy:

• Gardar reveals that the most successful in-store demos are held in high-selling stores and led by Good Good Foods employees, who are experts on their product.
• Building a personal connection with customers during these demos has been key to their strategy.

Challenges Faced:

• Digital ads that previously worked well have seen diminishing returns in recent years.
• On the other hand, building relationships with brand ambassadors and friends has proven effective, with activities like taste testing and recipe creation. These individuals gain access to samples, merchandise, and recipe banks.

Affiliate Platforms and Relationship Building:

• Good Good Foods utilizes affiliate platforms to expand their reach, but they recognize that the true key to their success lies in building strong relationships with partners, influencers, and customers.

Brand Focus:

Gardar emphasizes the importance of not chasing trends but staying focused on their brand's core values and mission

Season 3, Episode 55:

Good Good Brand:

• Website
• Linkedin
• Facebook
• Instagram
• Pinterest
• Youtube
• TikTok

Connect with Gardar

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About me and my mission and the podcast:

Are you looking for a fun and light-hearted podcast to discover unique brands and learn about the people and strategies successful companies are implementing in the CPG and Food and Beverage Industry?  The brands featured here take us into the world of innovation, sustainability, good for you, lifestyle, QSR, Foodservice, Distribution, DTC, Club, and more.

I am a fun-loving business leader, podcaster, husband, dad, cyclist, and Convention of States volunteer in my spare time. My mission is to discover the people and ideas behind these different, better, and special companies. 

 

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