Podcast Summary: From the Ground Up – "Jumping Off the Shelf, with Jen Zezit of Goodles"
Episode Information:
- Title: Jumping Off the Shelf, with Jen Zeszut of Goodles
- Release Date: February 10, 2025
- Hosts: Diana Ransom (Inc. Executive Editor) and Christine Lagorio-Chafkin (Editor-at-Large)
- Guest: Jen Zezit, CEO and Co-Founder of Goodles
1. Introduction and Guest Background
The episode kicks off with a light-hearted conversation between Christine Lagorio-Chafkin and Diana Ransom about family life, setting a warm and relatable tone. Diana introduces the guest, Jen Zezit, highlighting her extensive entrepreneurial background. Jen is not new to the startup scene; she has co-founded multiple companies, including marketing firms and Cerebelly, a baby products company.
Notable Quote:
- Diana Ransom [01:18]: “Jen is not a first-time founder. This is like her third company she's co-founded.”
2. Launching Goodles: Going Big from the Start
Jen discusses the bold decision to launch Goodles, her first consumer packaged goods (CPG) company, by securing placement in 1,900 Target stores within five months. Contrary to the conventional approach of starting small and iterating, Jen and her co-founder Paul Earle opted for a large-scale launch to compete directly with industry giants like General Mills and Kraft.
Notable Quote:
- Jen Zezit [04:39]: “I kind of instilled the, no, we're going big or we're going home from day one.”
3. Differentiating in the Market: Incremental Revenue Strategy
Goodles differentiates itself by not directly taking market share from existing brands but instead generating incremental revenue. By targeting young adults instead of the traditional demographic of moms with young children, Goodles opens up a new customer base. This strategy ensures that retailers like Target benefit from additional sales without cannibalizing existing products.
Notable Quote:
- Jen Zezit [08:50]: “If we can bring those people back to Mac, it's incremental to the category. So now we're a win, win, win.”
4. Unique Branding and Packaging
A significant factor in Goodles' success is its distinctive packaging. Choosing neon pink boxes allowed Goodles to stand out in the typically brown and gray pasta aisle. This bold design choice not only attracts attention but also signals that Goodles offers something different—an adult-oriented, better-for-you Mac and cheese option.
Notable Quote:
- Jen Zezit [22:55]: “Our pasta boxes are neon pink… we have to signal that something’s different down that aisle.”
5. Unexpected Support from Micro-Communities
Beyond their initial target market, Goodles has garnered support from various micro-communities, including parents of children with autism, individuals recovering from illnesses, and people seeking safe, nutritious comfort foods. Jen shares heartfelt stories of how Goodles has positively impacted these groups, highlighting the company's broader social impact.
Notable Quote:
- Jen Zezit [21:28]: “We've gotten letters from people who are looking for safe foods after being anorexic, and Goodles became the first safe carb that they felt comfortable eating.”
6. Navigating VC Advice and Building the Right Team
Jen recounts the challenges of securing venture capital and the unsolicited advice received from VCs to make the packaging appear “healthier” with vegetables depicted on the boxes. Unfazed, Goodles maintained its edgy and fun branding, believing that mass appeal required differentiation rather than conformity. This steadfastness attracted investors who genuinely believed in Goodles' vision.
Notable Quote:
- Jen Zezit [25:56]: “If you do your work and you really feel it in your bones, don’t be swayed by unsolicited advice.”
7. Emphasizing Legendary Business Results and Company Culture
A pivotal moment for Jen was a conversation with the CEO of an acquiring company, who suggested that prioritizing team culture over business results would limit her company's potential. Determined to prove otherwise, Jen committed to achieving "legendary business results" while fostering a positive and motivated team culture. This dual focus has driven Goodles' rapid growth and solidified its market presence.
Notable Quote:
- Jen Zezit [37:42]: “If you want to run a business, the measure of success is a legendary outcome.”
8. Conclusion and Key Takeaways
The episode wraps up with reflections on Goodles' journey, emphasizing the importance of staying true to one's vision, the value of incremental revenue strategies, and the power of unique branding. Jen encourages entrepreneurs to seek out investors who align with their mission and to prioritize both business success and team well-being.
Notable Quote:
- Jen Zezit [35:27]: “We have to prove it. And we haven't done it yet, but we will.”
Key Takeaways:
- Bold Launch Strategy: Going big from the outset can be a viable strategy when aiming to disrupt a mature market segment.
- Incremental Revenue: Targeting untapped customer bases can provide value to both the brand and retailers without direct competition.
- Distinctive Branding: Unique and vibrant packaging can set a product apart in a crowded aisle, attracting the right consumer attention.
- Community Impact: Building a brand that resonates with diverse micro-communities can lead to unexpected and meaningful support.
- Vision Over Conformity: Staying true to your brand’s vision, even in the face of unsolicited advice, is crucial for long-term success.
- Balanced Growth: Achieving legendary business results while maintaining a positive company culture is essential for sustainable growth.
Final Thoughts:
Jen Zezit's journey with Goodles exemplifies how audacious vision, strategic differentiation, and unwavering commitment to both product and culture can lead to remarkable success in the competitive CPG landscape. Her story serves as an inspiring blueprint for entrepreneurs aiming to make a significant impact in their industries.