Mastering leadership, understanding consumer behavior, and balancing intuition with business savvy are important to success in the functional beverage world—insights Jim Tonkin has cultivated over four decades. Jim, the “Functional Beverage Guru,” joins Liesl Bernard in this episode to share his journey of creating iconic brands like Essentia Water, Zico Coconut Water, and Suja Juice. From leaving his family’s 7-Up franchise to pursuing healthier options, Jim’s story is a masterclass in leadership, consumer understanding, and the balance between gut instinct and business strategy.
This episode touches on the trends shaping the industry, from innovative packaging to the rise of health-focused drinks with ingredients like probiotics and turmeric. Jim also shares candid advice for entrepreneurs, including why market research and financial planning matter as much as the passion behind a great idea. His personal take on wellness and moderation ties it all together as he offers a holistic perspective on what it means to lead in the world of better-for-you beverages.
If you’re curious about the future of functional drinks or seeking insight into building impactful brands, Jim’s wisdom is not to be missed! What lessons will you take from his remarkable career?
Quotes
- “Most businesses are people-driven… I’m very, very focused on the individuals at the top of the food chain and any small entrepreneurial or startup.” (11:33 | Jim Tonkin)
- “In today’s world, for example, most players that are looking to purchase companies on the private equity or family office side, or even banks, they want companies with positive EBIT, with earnings before interest and taxes. So, if you can’t show a bottom line with some profit, it basically means you haven’t got a business.” (14:20 | Jim Tonkin)
- “Understanding consumer behavior and listening to your customer tell you what they think about your product is really, really important.” (18:10 | Jim Tonkin)
- “Moderation is the key to success. So, drinking eight Diet Cokes doesn’t make it any better than drinking eight Cokes with sugar in them, in my opinion.” (38:54 | Jim Tonkin)
Links
Connect with Jim Tonkin:
https://www.linkedin.com/in/james-tonkin-51021aa/
Email: jimtonkin@outlook.com
Connect with Liesl Bernard:
https://www.linkedin.com/in/lieslbernard/
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