Right About Now with Ryan Alford: Detailed Episode Summary
Episode: B-Sides: Flavor, Sustainability & Profit with Yousuf Ahmed
Release Date: July 15, 2025
Host: Ryan Alford
Guest: Yousuf Ahmed, Founder of B-Sides
1. Introduction of the Guest
In this episode of Right About Now with Ryan Alford, host Ryan Alford welcomes Yousuf Ahmed, dubbed the "King of Crunch." Yousuf shares his intriguing transition from a high-powered career at Goldman Sachs to founding B-Sides, a venture focused on upcycling food byproducts into innovative snack products.
2. Journey from Finance to Food Entrepreneurship
Yousuf provides an insightful look into his career shift. Originally a private wealth manager at Goldman Sachs, he managed the finances of top-tier clients, including notable musicians like Arcade Fire and Vanessa Carlton. Despite the prestige, Yousuf found the long hours and the disconnect from his passion for food and sustainability unfulfilling.
Notable Quote:
“At the end of the day, the least sustainable company is one that's not profitable. So you can be as mission-driven as you want, but if you can't figure out a business model that scales, what's the point?”
— Yousuf Ahmed [07:26]
This realization led him to leave his lucrative banking career, travel, and explore his true passion—transforming food waste into profitable, sustainable products.
3. The Concept and Importance of Upcycling in Food
Yousuf introduces the concept of upcycling, explaining it as the process of taking byproducts from food manufacturing and reintegrating them into the consumer food system.
Notable Quote:
“Upcycling is taking byproducts from food manufacturing and putting them back into the consumer food system. It's literally just solving for a supply chain problem.”
— Yousuf Ahmed [11:12]
He highlights how common byproducts, such as leftover oats from oat milk production, can be repurposed into new, marketable products instead of being discarded.
4. Product Development: From Spent Grain to Crunch Puffs
Yousuf recounts his initial attempts to utilize spent grains from brewing beer. After several failed attempts with savory products, he found success by focusing on confectionery applications where malted barley performs exceptionally well.
Notable Quote:
“I tried doing like pizza bagels, all sorts of stuff, and I was like, oh, this stuff is terrible. And then I started baking cookies, doing plays on pop tarts, and that's when everything clicked.”
— Yousuf Ahmed [11:12]
This pivot led to the creation of Crunch Puffs, a snack that not only reduces food waste but also delivers on flavor and consumer appeal.
5. Tackling Food Waste: Challenges with Legacy Brands
Yousuf discusses why traditional food companies have been slow to address food waste. He attributes this to the established business models that do not account for byproducts, making it financially challenging to invest in upcycling initiatives.
Notable Quote:
“Most businesses are just focused on whatever the end product is that they're making. Convincing them to invest in their byproducts is a really tough sell.”
— Yousuf Ahmed [15:06]
He explains that companies like Oatly focus solely on their primary product (oat milk) without considering innovative uses for their byproducts, limiting opportunities for sustainability and additional revenue streams.
6. Balancing Sustainability with Product Quality
One of the core challenges Yousuf addresses is integrating sustainability without compromising on taste or profitability. He emphasizes that while consumers value sustainability, their purchasing decisions are primarily driven by flavor and convenience.
Notable Quote:
“Everybody is noble until they get to the cash register. Ultimately, it's about flavor and convenience. That's the sad reality.”
— Yousuf Ahmed [16:32]
By prioritizing product excellence and subtly incorporating sustainable practices, Yousuf ensures that sustainability enhances rather than hinders consumer appeal.
7. Identifying and Reaching the Target Market
Yousuf identifies his primary target audience as professionals experiencing the mid-afternoon slump, seeking a satisfying and guilt-free snack. He also acknowledges niche markets such as health-conscious consumers and parents looking for better snack options for their children.
Notable Quote:
“The target consumer is someone who has a little more flexibility in what they can pay for and just want a good snack without feeling like they're breaking the nutritional bank.”
— Yousuf Ahmed [20:33]
He strategizes to differentiate B-Sides in the crowded snack market by offering a product that combines nostalgia with modern sustainability.
8. Scaling the Business: Distribution and Marketing Strategies
Yousuf outlines his omnichannel approach to distribution, which includes selling through Amazon, Walmart.com, his own e-commerce site, and selective retail partnerships with high-end grocery stores and delis in New York City.
Notable Quote:
“An omnichannel approach is kind of table stakes. You have to have a little bit of both E-commerce and retail presence.”
— Yousuf Ahmed [25:21]
He emphasizes the importance of market testing to understand consumer preferences and optimize distribution channels accordingly.
9. Fundraising and Financial Strategies: Vertical Integration
Addressing fundraising challenges, Yousuf explains his strategy to vertically integrate his manufacturing processes. By producing oat milk in-house, he can reduce costs and increase profit margins, making the business more attractive to investors.
Notable Quote:
“My goal is to grow the brand to a top-line revenue number at such thick margins that I can get acquired by one of the big boys way earlier on.”
— Yousuf Ahmed [33:14]
This strategic move aims to bolster profitability and streamline operations, positioning B-Sides for a successful acquisition.
10. Entrepreneurial Insights and Personal Reflections
Yousuf shares his perspective on entrepreneurship, highlighting the relentless nature of the journey and the importance of resilience and creativity.
Notable Quote:
“You have to be willing to wake up every day and get kicked in the teeth and just say, yeah, I'll do it again.”
— Yousuf Ahmed [36:20]
He expresses passion for product development and the joy of solving real-world problems through innovation.
11. Future Plans and Roadmap
Looking ahead, Yousuf outlines his plans to achieve vertical integration by the end of the year and begin courting national retailers once the brand and production capabilities are robust.
Notable Quote:
“By 2030, I aim to have grown B-Sides to a top-line revenue number at such thick margins that acquisition becomes a viable and attractive option.”
— Yousuf Ahmed [35:14]
His roadmap includes expanding the product line beyond Crunch Puffs and continuing to innovate in the upcycling space.
12. Conclusion and Where to Learn More
In wrapping up, Ryan encourages listeners to support B-Sides by following their journey on Instagram (@EnjoyBsides), visiting their website (enjoybsides.com), and purchasing through various online platforms. Additionally, listeners are teased about upcoming marketing campaigns and flavor developments.
Notable Quote:
“We're looking for sponsors. So you know, Right About Now is on the target list.”
— Yousuf Ahmed [23:23]
Key Takeaways
- Upcycling as a Business Advantage: Yousuf demonstrates that sustainable practices can be seamlessly integrated into profitable business models.
- Focus on Product Excellence: Prioritizing flavor and consumer satisfaction ensures market acceptance and repeat business.
- Strategic Scaling: An omnichannel distribution strategy combined with vertical integration positions B-Sides for sustainable growth and potential acquisition.
- Entrepreneurial Resilience: Success in entrepreneurship requires adaptability, continuous learning, and unwavering commitment to the vision.
Learn More
- Instagram: @EnjoyBsides
- Website: enjoybsides.com
- Amazon: Available through Amazon.com
- Retail Partners: Select high-end grocery stores and delis in New York City
This summary encapsulates the insightful conversation between Ryan Alford and Yousuf Ahmed, highlighting the innovative approach B-Sides takes towards sustainability and profitability in the snack industry.