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Kind -- -- snacks has gone from small to big of very fast.
Started in 2004 the company went from making one million dollars in revenues to making over a 120 million in revenues in 2012.
And there's no sign that growth will slow any time soon as kind becomes one of the snack brands leading -- part to get Americans eating healthier and more simply.
Gala -- -- the founder of the kind healthy snacks in studio with me today.
To talk about his company and how he was able to create such a trusted brand so fast.
Daniel thank you so much for being here good to see him.
-- -- time we spoke it was in 2000 -- and you guys were making a roughly around thirty million dollars now it's averaged at a 120 million dollars in 2012.
How -- -- grown so quickly.
I think it's an obsession with quality I think it's the consumers.
Trusting your -- and I was being -- has been maintaining that brand promise.
Attracting a phenomenal team that can teach me how to.
The things better and better together as partners everywhere and an owner in our company.
We're working to -- to -- and even the way we define how we see our business we don't see it as a traditional business -- as -- movement.
I'm trying to really listen to our customers and make them be partners in their efforts.
Both been in that consumption but also in the social mission of ours which is to Foster kindness and to inspire acts of kindness who.
We're trying to really.
Empower our team and our consumers to -- -- lead the way.
Again when -- last -- you have thirty employees now you have over a 180 employees do you manager business differently now.
Completely I mean I have people that teach me how to -- what I do.
-- a phenomenal team.
From mark precedent on to my assistant from everywhere but above the young between bill are.
Better than me at what they do and he's just such a pleasure to learn from the best of the -- -- to.
Be able to attract and crew teams are very very committed and very energized since he's very very different than about.
How did try to change in management strategy.
When you start as -- smoke pumping you need to be a generalist thing to move it over everything and you need to just be very versatile and attracting members that are very versatile and as you growing need to also be a little bit more specialize in attracting members -- -- Phenomenal.
What they do and and empower them and stand back and me -- when one side make sure that you maintain the values of integrity and humility that I think I brought us to where we are.
Kind of quality and a commitment to excellence but on the other side you need to and an -- to.
Stay true true browsing to protect her bra and those things grow so both internally and externally need to be true to yourself.
Other than that didn't stay out of the way -- get your team to two to lead the way.
Okay the healthy snacks industry is huge it's estimated at over three billion dollars how do you continue to be a leader in that industry.
I'm we really love looking at categories that are really not providing we binge -- pronouncement she's what we distinguish yourself -- as one of our pipelines.
And innovating in those -- received -- ways to win the nutritional bar category reinvent that day.
Whole -- and fruit bars that kind for not bars -- -- bridge contemporary mountain and hope those grosso march.
Similarly we've done that and -- an all out and we are working we're having our pipelines -- are all there.
Product lines in different categories who really want to.
Take it to the next level provide people -- where they don't have to sacrifice.
Taste or help where they can get something that's hopeful and delicious we've nutritionally rich ingredients but the social delicious in that.
You can't stop beating it.
So this segment is about growing your business so what would be your advice dodge dealers who are looking to get larger.
I think you need to separated you phases first you need to get it dry and just -- about getting the product ride getting the quality of your book where I was a product or service.
It is really really.
Becoming the best at what you do it just upsets in the weather bowl hopes that so much -- market share growth for about many more people try to access have -- getting the program once you have.
That logic sought special product.
Then he changed gears just -- is -- -- more people tried.
Fortunately my partners help me do that because of the beginning.
When you start -- whole company with -- thousand dollars.
You really watching every opinion as you shoot the benefit -- -- to start investing into letting people try your product and and you need to be able to be made that shift.
At the right time if you go to where do you people -- we -- broken up converting.
Into becoming frowns because if you haven't really got it right but.
What you have the -- I didn't really really shift gears and then it led make sure that you Xbox of that many people as possible contrived.
-- you said in the beginning need to be general and you in just starting the business how'd you also at the same time the -- over the product I mean where do you find the balance.
So what I meant by general isn't like when I started.
My company a very very early days I literally.
Did everything I would go to the stores myself -- store by store and then I woods.
The next -- On my broken beat up car with the trunk.
Having to be sealed with a piece of tape deliver the product and then they -- was a product that ninth and then I would.
We work on the product development you know -- hit -- in the weekend.
That's an extreme example what I generally it's me is right at -- hidden in there hopefully.
You know being -- -- and you have a -- -- members to -- -- that's how it started but even when you have 102030 people.
You need to be able to reverse of people who Wear multiple -- our marketing team back -- was water to people.
Now we have 67 people and our marketing team and about time somebody needed to be able to work on -- -- development done on.
E-commerce -- after a -- -- we have hold.
Different team working on each of those things sometimes multiple people -- -- -- You said even from the beginning you always wanted to be different from the competitors and you attribute a lot about your success.
How are you different.
-- The reason it kind got started is that I was very frustrated with my own.
Healthy snacking or eating options when I was working long hours in my office -- when I was traveling.
To faraway places themselves of a company that.
School piece of that goes to all these conflict we just to promote peace through business or most troubling the US -- -- different cities.
I would find folks -- where the folks are crucial to me or to indulge -- -- not real but not real put food and we created kind who really stunned by our principles which is to make frogs whose ingredients you can see him for announced so when you look at the Prague.
The transparency of the rapid transparent -- the greens is just trying to be brave direct them.
Very distant and an honest -- are consumers are not over -- the problem but to be very very straightforward.
And I need to but doing the kind thing for your body -- -- books and for your world so kind.
For your body needs because hopefully we of their nutritional reach.
Being -- -- -- country -- but because they're delicious and you know sacrifice one for the other.
And kind to your world these rebel movement god doesn't think it's enough to do well -- support -- good.
And what we do is we try to inspire others who an unexpected act of kindness.
The way it works is that every month we have over -- quarter million kinda hollow legs that love kind of -- inspired kindness and we send them a mission.
And -- off of them.
Kind mission which might be just the small kind act that you can put neighbor for your mom with somebody.
But even have a report doing it didn't triggers.
Be coming back from -- for those who need it most so.
One month we supported wounded Wear -- by reuniting them with the families another month.
We helped homeless kids.
We've school supplies.
Another month we provided -- For kids in need that in every month which -- to come up with a different mission to challenge of community.
Tools will be part of virtually all the was it they got personal responsibility to try to make -- -- world.
Do you think that your social mission has helped you in your success now to some degree I mean I started from our very socially conscious.
Company called -- -- that was very different really is great.
-- toward we've got to that what I learned is that people buy your product because it's.
Delicious -- it's helpful because it meets their lifestyle means.
And I think the social mission is very important because it gives -- meaning that tracks the team.
Extra loyalty but first and foremost that when we ask consumers why they're buying the product because delicious and helpful.
And -- about perjury -- -- -- know what our social mission once they find out about it hopefully gives them an added reason to.
Who get behind it and also shared -- dollars and two to join us and what we're trying to reinvent which is capitalism.
Uses the forces of the markets which are the most powerful forces who also do good by your own community.
Yeah and they'll they like you even more other advice on -- Norris would you then tell them to also.
Make sure enough to differentiate themselves from the competitors or do you think that was.
Situation -- with the -- I think the most important things for you to try to find would truly gives you meaning of that -- yourself -- stick with it.
Had to -- most important thing is that somebody else came -- I think what.
A Brad is a promise and a great -- a problem as well capped and I really have learned to do you think Biden.
You you don't need to be everything -- -- need to be what you feel you are and just make sure that you really.
Maintain that consistently so for us what was important what it was attractive to me was.
Coming up with the green is a good chip pronouncement coming up with purple with a -- -- For somebody out of the -- to discover what's important to them and -- just stay consistent with -- it's more important to.
Beat armor that's the -- consumers looks like we would they're getting them to try to satisfy everybody would every fighter trained and -- people don't know who you are.
So when we last -- you -- making thirty million dollars.
Now it's a 125.
Million up words when in three years what what he going to be making.
We upsets how about just.
Doing the right thing and -- growing and I'm sure that the numbers for law and that's hard copper and I could not tell you for in a thousand years.
-- will be in two years or three years but when I can those are we gonna really work and maintaining our values are working really hard when trying to stay.
Don't Wear thin and maintaining our culture because that's when you grow at the space you to make sure that every one of your key members.
We give stock options to everybody wanted to be owners who wanted to feel bad ownership we would have to be -- where resourceful.
Never pickings for -- -- from -- working really really hard and as you grow bigger.
That one dollar transaction that 100 dollar -- may seem less important but it's all the more important -- did you define yourself.
By that particular moment by -- you -- interaction with the individual singular person every one.
Moment that a commentary for that you knocked.
Lose sight of that every employee has stock options yes it.
Wow -- after these fees the company 123 months everybody gets current stock options and they vest over.
-- -- So what does the future for kind are you guys going to focus continue to focus on the bars in the cereal are you going to expand into different areas of food.
Our vision is kind is up.
Lifestyle brand that eventually could play even outside food but for now we're going to be focused in food.
We really do want to continue to be the fastest growing product line -- our categories which is what we are right now -- We want her -- -- our core not like try to expand into fast which is why did my earlier companies and and and learn not to that.
But we do have our commitment to continue growing in other categories had the right time as long as we're not.
Ever betraying the quality -- that's -- we have.
An idea for a pro who from who are durable and couldn't make it he did best in the -- and we were thinking we -- to get out and takes so much did you lose your work.
Such a long time to launch something new you have to just look at the mirror and say.
You know he's he's going to be the best product in that category and if not let somebody tells me that I think we're we're only gonna look into categories what can deliver the.
The best -- Well congratulations on all the success it's great to see you Daniel thank you so much for coming and thank you so much.
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