Encore: Irrational Persistence - Learn from the Skinny Butcher

In this Encore Podcast episode, I speak with Dave Zilko, Co-Founder of Skinny Butcher.  You’ll hear the amazing origin story of the “plant poultry” brand that was founded after Dave and his partner Jack built and sold Garden Fresh salsa to Campbell Soups for $231M.

Dave shares his passion for Skinny Butcher’s sustainability focus, hopes for a global flexitarian society, the fun marketing and branding strategy that has led to unusual promotions like the Stranger Things/Netflix promotion at Walmart, and inspiring stories that also appear in his book, “Irrational Persistence.” Skinny Butcher’s major successes partnering with Costco, Walmart and Kroger have consumers embracing the flavorful taste and ‘better for you’ pea protein meat replacement products that offer a kinder gentler option for our planet.

The “NexxtLevel Brands Podcast’ is hosted by G. Steven Cleere, Founder and “Chief Pot Stirrer” of NexxtLevel Brands. This show focuses on disruptors and thought-leaders from the Entrepreneurial Food, Beverage, and CPG Industry, but we also share tips from veterans and key suppliers that may help fellow CPG professionals achieve their goals.

 

Discussion Points

• The origin story of Skinny Butcher –“Two flunkies from Detroit” launching in the plant-based protein space
• Focusing on flexitarians - this category needs to happen for the planet
• Impossible burgers at Burger King - making this movement mainstream
• Focusing on the Costco customer and buyers - Skinny Butcher outperformed expectations
• Pandemic challenges - retailers are still struggling with supply chain
• Copacking and Golden West
• The virtual restaurant concept - licensed kitchens prepare Skinny Butcher recipes, and you order on apps like Uber Eats
• The unusual Netflix promotion with Walmart and Stranger Things – there are more in the works!
• Planned expansion of Skinny Butcher from chicken to turkey, fish, sausages, etc.
• Pitching to buyers - fun branding connects with consumers
• Words to Grow By: “Irrational Persistence!”

 

Resources:

Irrational Persistence: Seven Secrets That Turned a Bankrupt Startup Into a $231,000,000 Business

Skinny Butcher

Dave Zilko LinkedIn

NexxtLevel Brands Website

G. Steven Cleere LinkedIn