May 15, 2025 • 20 mins
Whole Foods Market CEO Jason Buechel speaks with Gail Becker, founder of CAULIPOWER, and Tyler Ricks, CEO. The three share a unique background of being grandchildren of dairy farmers and how that has influenced them in their current roles today.
We also cover:
- The value of having influence on the supply chain for our future of food.
- How CAULIPOWER works to bring back positive economics to farmers.
- Finding innovation through creating food for all to enjoy.
Did you enjoy listening to this episode? Don’t forget to like and subscribe to hear more conversations spotlighting innovation, perseverance, and meaningful impact.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jason (00:00):
Gail, besides your phone, what's something that you always have on you?
Gail (00:01):
Well, I think my, my team would definitely laugh at this question because I'm just pulling this outta my pocket right now. Three coupon, whichever one in this room gets. Um, I hope you don't mind if I give so. To you too. Oh, absolutely.
Jason (00:02):
Absolutely.
Gail (00:03):
By the way, I've given free coupons to billionaires and they happily take them, so this is perfect. So good. Yes. Free coupons everywhere I go.
Jason (00:04):
Welcome to Beyond the Board where we break bread with some of the most interesting industry leaders. I'm Jason Bele and I'm honored to host in-depth conversations with some of the most innovative and impactful leaders. In the food industry today, we welcome Gail Becker, founder of Ali Power and Tyler Ricks CEO of the brand. Together they have taken Caulipower from a home kitchen experiment to a disruptive force in the frozen food industry with a mission to bring better for you. Gluten-free alternatives to mainstream grocery shelves. Cauliflower is now in over 17,500 stores nationwide. Gail and Tyler share a deep rooted passion for quality, ingredients, sustainability, and innovation. It's great having both of you with us today, Gail and Tyler. Uh, tell me what we're gonna be sampling today.
Gail (00:05):
Well, this is the first ever frozen dill pickle pizza. Which I might add, we're so excited to be launching in Whole Foods Market. Uh, we put Dill pickle brine in the sauce and it's actual dill pickle brine, which is, which is what gives it that. That briny sort of tangy flavor in every bite. I can't wait for you to try it with roasted garlic on top and fresh dill.
Jason (00:06):
Ooh.
Gail (00:07):
And then I, we heard you like dill pickle. So we also brought, our dill chicken bites. Mm. Which are unbelievable. They're coated in cauliflower and chickpea flour, and the chicken is also marinated in brine. So I don't think you've tried that one.
Jason (00:08):
I have not tried this. Um, where do you think of these ideas?
Gail (00:09):
You know, we obviously have a lot of data and a lot of insights that tell us about trends and what consumers are looking for, but we're so fortunate because we also have incredibly generous consumers who share ideas with us, who share the white space and the market for us, what they're looking for, what they're not looking for. And so we put, we have an incredible team. We put all of that together and you know, we spend years on innovation. That Dill Pickle Pizza took about two years to bring to market.
Jason (00:10):
Well, it was well worth the wait. It is. They're both so outstanding and I, I love Dill pickle anything, but these are outstanding, uh, products. I love, love the innovation with that. Um, Gail, your journey started, uh, outside of the food industry, uh, with a career in corporate communications. Uh, but in 2017, you created a new category and disrupted the entire $6 billion frozen pizza category. With the innovation of Caulipower, what was the turning point that led you to create the brand?
Gail (00:11):
You know, it was actually three things sort of happening in my life at the same time. One, uh, wasn't very happy in corporate America. You could sort of say I worked my way up the, the corporate ladder, and when I got to the top, I realized I didn't like the view very much. Uh, two, um, I'm the mom of two boys with celiac disease and you know, when they, they were diagnosed at such a young age that there was no gluten-free food in the store. So it gave me a really good perch from which to watch the industry evolve. And what I began to notice over the years was a lot of the junk that the industry was putting in, gluten-free food. Um, and so I sort of waited for someone to do something, but no one ever did and then finally my father passed away. And I think when you know someone close to you passes, you sort of realize the fragility of life and how you wanna spend it, and I really just wanted to do something more meaningful. So I put all of those things into a proverbial blender. And what I came out with was, I know I'm gonna leave my job and start a company called Caulipower. And uh, I did that in um, May of 2016.
Jason (00:12):
Wow, that is, that is pretty amazing. This might be just a wives tale, but I was originally told that you got introduced Whole Foods Market by dropping your product off at a regional office. Is that true?
Gail (00:13):
I sure did. I tell everybody, I tell founders everywhere I say Whole Foods as this tremendous program where you can sort of pitch your product to the local region, couldn't get a meeting by. So they said, you can bring in your product. So I packed up my pizzas like they were babies. I put them in a Styrofoam container with some dry eyes. I left them with the receptionist in your Glendale Regional office. And, uh, honestly, it was like leaving your kids to daycare. I was like, okay, please be careful with that. Please, please. And then, um, a week later I got an email from Monica Coyle. I still remember the name, still remember the email that said, uh. We all tried your pizzas. We love them. We're going to bring them into 30 stores.
Jason (00:14):
Wow.
Gail (00:15):
And my heart stopped.
Jason (00:16):
Wow. That's, that's, that's pretty amazing. And what happened since that initial launch of the 30 stores?
Gail (00:17):
How long is this podcast? Um, a lot has happened. Uh, we, we certainly grew very quickly. So, we launched in those 30 Whole Foods stores in the Soak region in February of 2017. Uh, and we came to Expo West in that March, and we just grew exponentially. Uh, and, uh, we grew, and we grew some more. We've, we've introduced new products. We brought in a lot of new consumers into the brand. It's been one wild, crazy ride.
Jason (00:18):
Yeah, that is, that is absolutely outstanding. What a, what a great journey. Tyler, you've had an impressive career in food and beverage. What drew you to Cali Power in the first place? And, uh, how has this sort of shaped, um, some of your experiences, um, coming to the company, I.
Tyler (00:19):
Yeah, I'm, I'm very fortunate to have worked with some of the, you know, brightest and biggest disruptors in the industry over the last 20 years, and I've known Gail for about five years and maybe six now, I guess at this point. And I just always had a, a passion for what entrepreneurs have been able to accomplish. You know, starting small in a kitchen, taking on the big guys, disrupting markets. And as I thought about what I wanted to do next, much like Gail, my father who worked in big corporate America for many years, um, he, he passed away and I watched him not necessarily love what he did and love the people he worked with. So as I thought about that next chapter, for me, it was about making sure I surround myself with people, right, that I really wanna work with, and a mission that I really care about.
Jason (00:20):
Cauliflower isn't just about pizza, as I've had the chance just to try these amazing chicken bites, but it's also about the ingredients, health benefits, and the first to market products. How do you continue to innovate and where do you find the inspiration?
Gail (00:21):
We're so fortunate now because, uh, we do, um, have a lot of data and insights and all kinds of. Uh, we follow trends very closely and as I said, our consumers are very generous with their ideas. So, I think what's important about our innovation strategy is not just what we bring to market, but also what we leave on the cutting room floor. And that's because all of our innovation really needs to hit on three important elements. One, it needs to taste great. I learned a long time ago at this show, as a matter of fact, that if it doesn't taste good, people aren't going to eat it.
Jason (00:22):
Yep.
Gail (00:23):
No matter how good it is for you. Um, second, it does have to have some nutritional benefit, right? It does have to be better, better for you in some respect. And third, it needs to be convenient and affordable, and that is really the core and the essence of the products that we make. We've had products that have hit one of those things or two of those things. Yeah, but they, but we left them behind because they needed to deliver on all three.
Jason (00:24):
It's hard to hit on all three no matter what the product is in the category.
Gail (00:25):
It's absolutely.
Tyler (00:26):
I, I'd just add to that too, that, you know, we think of ourselves much more than just a gluten-free brand or. Cauliflower products brand. We think of ourselves as a convenient, better for you solutions brand. And a big part of the reason our core consumers bias today is not because we're gluten-free, but because we can deliver. You can eat half a pizza for only 360 calories. Oh yeah. Right? So we're a lighter, better for you, healthier, you know, brand where you can envo, enjoy your comfort foods.
Gail (00:27):
I'm so glad you said that, Tyler, because you know, the fact that my sons were gluten-free is the reason. I started the company, but the whole ethos of the brand is really that you can, that we can all eat the same food even if we all have different reasons for eating it. Maybe you want a lower calorie pizza. Maybe you want a gluten-free pizza. Maybe you want a lower sugar pizza. Maybe you just want a great tasting pizza. All of those people can share from the same plate, and that is, is really what makes the brand, uh, come alive.
Jason (00:28):
Well, in, in preparation for our talk today, I learned that all three of us have something in common. Um, all each of our, each of one of us had, uh, grandparents who were dairy farmers, which is, uh, pretty amazing and. Pretty remarkable. Yeah, pretty, pretty remarkable. Exactly. Uh, you know, and for me, uh, having that, uh, that connection, um, with both of my parents growing up on dairy farms, my dad being a cheesemaker, me doing a lot of gardening as, uh, since I, since I was seven, you know, has me have a deep connection to our food systems, but also to sustainability and, um, the role that we ultimately play as Whole Foods as a retailer, uh, I have a lot of connection to what we can do in, in helping nourish people and the planet. How has, you know, having grandparents who ran dairy farms influenced your careers and the, the work that you're doing today with Caulipower?
Tyler (00:29):
Yeah, I, my story's interesting. I mean, there's nothing like being on a dairy farm, right? As a kid especially, but I didn't really understand. It the economics of it, right. As a kid, as I got older, I realized that my grandfather, as the oldest boy actually had to leave the dairy farm and go get another job to help save the farm. Right? And that's something that a lot of farmers deal with. So as we look at our products, for us it's about. Getting a premium in the marketplace, right? Providing value to consumers, but getting a premium in the marketplace where we can ensure the economics work all the way down to the farm, right? And by using high quality ingredients, you know, some of our competitors don't even use real cheese. It's imitation cheese. How's that helping a dairy farmer, right? So for us it's really about the quality and economics all the way down the supply chain.
Jason (00:30):
Oh, that's great.
Gail (00:31):
Yeah, and I think for me it was really, it placed a tremendously high value. And how important it, how, how food played in all of our lives. It was the great democratizer. My, my parents grew up, they had no food. They were starving. Uh, they grew up in Europe during the war. And, um, and so food always just had this tremendous place in our home. Uh, and, and I think, somehow because my mother never wanted to waste anything, she would put it in the freezer. So I just think that all of these points helped, helped, you know, sort of raise me into someone who went into frozen food, even though all the signs were there and I never, I never really knew it, but it was really just about showing people you love them. By giving the, the, the food that you helped create.
Jason (00:32):
Yeah. And for me it's, it's, uh, building on that, uh, what you all said, it's the appreciation for the work. Yeah. That goes into all the things that we enjoy day in, day out. And I think, you know, so many consumers just don't have a visibility to that lens like. You know, as a farmer, you're working every single day. You don't have, you don't have a day off.
Tyler (00:33):
There's no sick day.
Jason (00:34):
Exactly. Exactly. But in, and just, you know, what it takes just for one acre of crops to be growing the, the effort that goes behind that. And so, um, that's for me, I just have a deep appreciation and obviously connecting with so many suppliers, seeing that the same, same things take place. But uh, yeah, it gives a huge appreciation. The food industry is shifting towards more health conscious and climate smart options. How do you see. Ali Power fitting into the future of food.
Tyler (00:35):
I think for us, you know, we're always trying to innovate. We're always trying to become. Uh, better at what we do. We're working with our suppliers and our contract manufacturers to make sure that they institute policies like zero waste facilities and things like that. Um, we, we don't own our own manufacturing, right? For, so for us, our influence can be through the supply chain, through working with our suppliers, trying to focus on quality of ingredients and then their practices, whether it be regenerative agriculture, upcycling, things like that. So, you know, we, we can influence it in certain ways. And what, what we're trying to do is align on what we want the brand to stand for as we go forward. And so as we think about the future of food. As I've come into the role, a lot of what we're focused on, Gail and I, is back to the future for our brand, which is what helped us become great. And part of that is we got away from the storytelling and the practices that really helped us, right in the consumer's mind, be a leading class supplier. We want to be there, we wanna stay there. And I feel like we're, we're really on our way. To unlocking some of the things that Gail had, you know, and held dear to herself as she started this company that I wouldn't say we completely strayed away from. We didn't. We stopped doing a great job of telling that story.
Jason (00:36):
Well, and the storytelling is so important, especially to break through. I. So many different products that are available for customers today. It's one of the things I love about our team members at Whole Foods Market. Is the engagement they have with our customers. Telling the stories about their pro, about the products, the passion they have, uh, for it, which I think helps create a lot of unique differences for us in that space as well.
Gail (00:37):
I love that about Whole Foods because So interesting. It, when you think about all the products in your store that actually have a person. Behind it. And when you have your locally, like locally sourced, or you have the person's picture or whatever, it puts a real. Name and a face to the products where when you go in shopping, it's really hard to find that elsewhere. So I love those stories.
Jason (00:38):
Yeah. Thanks. Yeah. I think it's a, it's a way to really connect with, with customers in an authentic way.
Tyler (00:39):
Yeah. I think back, you know, when I first entered the natural food industry, there really wasn't even social media, right? And so if you wanted to get educated on ingredient functional ingredients in trends, you went to Whole Foods. That's what you did. Yeah, because they were the experts, they were the people that knew all the information, the leading edge trends. And you know, that's still the case today. Obviously there's social media and there's a lot of access to information online. But you know, one of the things that is, is so great about Whole Foods is the education, that the team members have.
Gail (00:40):
Yeah. And we learn a lot from you too.
Jason (00:41):
Well, it's, it's one of the things that I, I love about, uh, all of our stakeholders with our suppliers. We help make each other better.
Gail (00:42):
Yeah, that's well said.
Jason (00:43):
So you, me, you mentioned, uh, you know, you've got a lot of, uh, customers who are generous with their feedback. Yes. You've got a lot of suppliers who are generous with their feedback. I love it as well, but it helps us raise the bar Exactly. And collectively serving all of our customers better and, and doing better by all of our stakeholders. So, yeah. Yeah, absolutely. It definitely is an nterconnected web there for sure. I think we're gonna move on to a lightning round if you guys are ready. Uh, it's been a great conversation so far. So we've got some fast and fun questions for, uh, both of you. Uh, Gail, what is your favorite pizza topping?
Gail (00:44):
I. I like something that I call back of the fridge pizza, which is basically all of my leftovers already admitted. I hated waiting, wasting food. Yeah, all the leftovers, whatever. I have veggies that I made two nights before. I'll just throw it on a pizza. And call it dinner. And it just feels really nice not to have to waste anything.
Jason (00:45):
I once used ground lamb, you know, basically as a leftover ended up being one of the best pizza toppings I made. Same thing.
Gail (00:46):
Oh my gosh. If it was on a Cauilpower crust, you should have tagged us. Oh, next time.
Jason (00:47):
Next time. Yeah. Uh, Tyler, same question. What's your favorite pizza topping?
Tyler (00:48):
I am, uh, similar to Gale. I like to use our untopped crust as a base and experiment. So right now I'm loving, um, high quality cheese, like a burrata or something. Arugula and some hot oil.
Jason (00:49):
Oh, sounds delicious. Make making me hungry here. Uh, Gail, besides your phone, what's something that you always have on you?
Gail (00:50):
I. Well, I think my, my team would definitely laugh at this question because I'm just pulling this outta my pocket right now. Free coupons, whichever one in this room gets them. I hope you don't mind if I give some to you too. Oh, absolutely, absolutely. By the way, I've given free coupons to billionaires and they happily take them.
Jason (00:51):
Yes, yes. This is perfect. So good. Yes. Free coupons everywhere I go.
Tyler (00:52):
And my, my answer's easier to, that I carry her backup free coupons. Okay. There you go.
Jason (00:53):
There you go. We got the, we got the free, free coupons. Hey, uh, it helps give discovery folks try the product once and then. They will keep buying it again and again.
Gail (00:54):
It's the most important thing that we can do.
Jason (00:55):
Tyler, what is your biggest accomplishment?
Tyler (00:56):
Oh, by far, uh, partnering with my wife to raise our three. Wonderful. Now, adult children, that's by far and away thing that's most important. That's, that's outstanding.
Jason (00:57):
And Gail, uh, who inspires you?
Gail (00:58):
I would say just to, along the same, uh, uh, trek as Tyler. Uh, definitely my kids. You know, it's so funny. When I, when I started Cauilpower, um, there were, um, the kids were very young and so it was kind of fa a family decision 'cause everybody was gonna have to make some sacrifices Oh yeah. In order for me to start this company. So I sat everyone down and I said, okay guys, are you in? And um, my son the next day sent me a note, which I still have. And he said, um, uh, mom, I've never been more proud of you.
Jason (00:59):
Oh. Wow. That's, that's really, that's amazing. That's amazing. I love that. Tyler, in a meeting, do you take notes on your phone or on paper?
Tyler (01:00):
Uh, usually on my computer. On your computer, right? Yeah. Sometimes on paper, but usually on the computer.
Jason (01:01):
All right. Uh, Gail, what is a daily habit that keeps you grounded?
Gail (01:02):
Well, I have to say exercise. It's just, uh, like I said, I eat a lot of pizza. You know, when you get paid pizza, you gotta go to the gym too.
Jason (01:03):
I'm with you on that one. It, it also helps me relax.
Gail (01:04):
Yeah, me too.
Jason (01:05):
Uh, Tyler, what's next for Caulipower?
Tyler (01:06):
You know, we are really focused on, uh, doubling down on what the brand stands for, right? And, and building out an innovation pipeline. Uh, our goal is to get back to being a really high growth brand. We're a very strong, you know, stable brand with a loyal following. And, uh, there's no reason we can't be a high growth brand. So when we talked about that core essence of what Ali Power stands for and why people buy us, and you think about that, you know, great high quality food. Better for you, healthier, lower calorie. The sky's kind of the limit as we unlock that.
Jason (01:07):
Yeah, that's, that's great. So, so exciting to see, um, all the future potential that we can unlock together, uh, in ser in serving more customers. Um, and I appreciate both of you for taking the time to, uh, being part of the conversation today. Uh, Gail and Tyler, uh. Appreciate everything that you're doing in helping share these amazing stories from caulipower with our listeners. Um, I enjoyed going beyond the board, uh, in our conversations and appreciate your dedication to our future of food at the same time, I. Through cauliflower, Gail Becker and Tyler Ricks have proven the better. New food doesn't have to compromise on taste or convenience. Their mission to revolutionize the frozen food space continues to inspire healthier eating habits across the country. Thank you for tuning into Beyond the Board where we highlight the people and products shaping the future of food. Until next time, let's keep supporting brands like Ali Power that bring innovation and authenticity to our tables.
Gail, besides your phone, what's something that you always have on you?
Gail (00:01):
Well, I think my, my team would definitely laugh at this question because I'm just pulling this outta my pocket right now. Three coupon, whichever one in this room gets. Um, I hope you don't mind if I give so. To you too. Oh, absolutely.
Jason (00:02):
Absolutely.
Gail (00:03):
By the way, I've given free coupons to billionaires and they happily take them, so this is perfect. So good. Yes. Free coupons everywhere I go.
Jason (00:04):
Welcome to Beyond the Board where we break bread with some of the most interesting industry leaders. I'm Jason Bele and I'm honored to host in-depth conversations with some of the most innovative and impactful leaders. In the food industry today, we welcome Gail Becker, founder of Ali Power and Tyler Ricks CEO of the brand. Together they have taken Caulipower from a home kitchen experiment to a disruptive force in the frozen food industry with a mission to bring better for you. Gluten-free alternatives to mainstream grocery shelves. Cauliflower is now in over 17,500 stores nationwide. Gail and Tyler share a deep rooted passion for quality, ingredients, sustainability, and innovation. It's great having both of you with us today, Gail and Tyler. Uh, tell me what we're gonna be sampling today.
Gail (00:05):
Well, this is the first ever frozen dill pickle pizza. Which I might add, we're so excited to be launching in Whole Foods Market. Uh, we put Dill pickle brine in the sauce and it's actual dill pickle brine, which is, which is what gives it that. That briny sort of tangy flavor in every bite. I can't wait for you to try it with roasted garlic on top and fresh dill.
Jason (00:06):
Ooh.
Gail (00:07):
And then I, we heard you like dill pickle. So we also brought, our dill chicken bites. Mm. Which are unbelievable. They're coated in cauliflower and chickpea flour, and the chicken is also marinated in brine. So I don't think you've tried that one.
Jason (00:08):
I have not tried this. Um, where do you think of these ideas?
Gail (00:09):
You know, we obviously have a lot of data and a lot of insights that tell us about trends and what consumers are looking for, but we're so fortunate because we also have incredibly generous consumers who share ideas with us, who share the white space and the market for us, what they're looking for, what they're not looking for. And so we put, we have an incredible team. We put all of that together and you know, we spend years on innovation. That Dill Pickle Pizza took about two years to bring to market.
Jason (00:10):
Well, it was well worth the wait. It is. They're both so outstanding and I, I love Dill pickle anything, but these are outstanding, uh, products. I love, love the innovation with that. Um, Gail, your journey started, uh, outside of the food industry, uh, with a career in corporate communications. Uh, but in 2017, you created a new category and disrupted the entire $6 billion frozen pizza category. With the innovation of Caulipower, what was the turning point that led you to create the brand?
Gail (00:11):
You know, it was actually three things sort of happening in my life at the same time. One, uh, wasn't very happy in corporate America. You could sort of say I worked my way up the, the corporate ladder, and when I got to the top, I realized I didn't like the view very much. Uh, two, um, I'm the mom of two boys with celiac disease and you know, when they, they were diagnosed at such a young age that there was no gluten-free food in the store. So it gave me a really good perch from which to watch the industry evolve. And what I began to notice over the years was a lot of the junk that the industry was putting in, gluten-free food. Um, and so I sort of waited for someone to do something, but no one ever did and then finally my father passed away. And I think when you know someone close to you passes, you sort of realize the fragility of life and how you wanna spend it, and I really just wanted to do something more meaningful. So I put all of those things into a proverbial blender. And what I came out with was, I know I'm gonna leave my job and start a company called Caulipower. And uh, I did that in um, May of 2016.
Jason (00:12):
Wow, that is, that is pretty amazing. This might be just a wives tale, but I was originally told that you got introduced Whole Foods Market by dropping your product off at a regional office. Is that true?
Gail (00:13):
I sure did. I tell everybody, I tell founders everywhere I say Whole Foods as this tremendous program where you can sort of pitch your product to the local region, couldn't get a meeting by. So they said, you can bring in your product. So I packed up my pizzas like they were babies. I put them in a Styrofoam container with some dry eyes. I left them with the receptionist in your Glendale Regional office. And, uh, honestly, it was like leaving your kids to daycare. I was like, okay, please be careful with that. Please, please. And then, um, a week later I got an email from Monica Coyle. I still remember the name, still remember the email that said, uh. We all tried your pizzas. We love them. We're going to bring them into 30 stores.
Jason (00:14):
Wow.
Gail (00:15):
And my heart stopped.
Jason (00:16):
Wow. That's, that's, that's pretty amazing. And what happened since that initial launch of the 30 stores?
Gail (00:17):
How long is this podcast? Um, a lot has happened. Uh, we, we certainly grew very quickly. So, we launched in those 30 Whole Foods stores in the Soak region in February of 2017. Uh, and we came to Expo West in that March, and we just grew exponentially. Uh, and, uh, we grew, and we grew some more. We've, we've introduced new products. We brought in a lot of new consumers into the brand. It's been one wild, crazy ride.
Jason (00:18):
Yeah, that is, that is absolutely outstanding. What a, what a great journey. Tyler, you've had an impressive career in food and beverage. What drew you to Cali Power in the first place? And, uh, how has this sort of shaped, um, some of your experiences, um, coming to the company, I.
Tyler (00:19):
Yeah, I'm, I'm very fortunate to have worked with some of the, you know, brightest and biggest disruptors in the industry over the last 20 years, and I've known Gail for about five years and maybe six now, I guess at this point. And I just always had a, a passion for what entrepreneurs have been able to accomplish. You know, starting small in a kitchen, taking on the big guys, disrupting markets. And as I thought about what I wanted to do next, much like Gail, my father who worked in big corporate America for many years, um, he, he passed away and I watched him not necessarily love what he did and love the people he worked with. So as I thought about that next chapter, for me, it was about making sure I surround myself with people, right, that I really wanna work with, and a mission that I really care about.
Jason (00:20):
Cauliflower isn't just about pizza, as I've had the chance just to try these amazing chicken bites, but it's also about the ingredients, health benefits, and the first to market products. How do you continue to innovate and where do you find the inspiration?
Gail (00:21):
We're so fortunate now because, uh, we do, um, have a lot of data and insights and all kinds of. Uh, we follow trends very closely and as I said, our consumers are very generous with their ideas. So, I think what's important about our innovation strategy is not just what we bring to market, but also what we leave on the cutting room floor. And that's because all of our innovation really needs to hit on three important elements. One, it needs to taste great. I learned a long time ago at this show, as a matter of fact, that if it doesn't taste good, people aren't going to eat it.
Jason (00:22):
Yep.
Gail (00:23):
No matter how good it is for you. Um, second, it does have to have some nutritional benefit, right? It does have to be better, better for you in some respect. And third, it needs to be convenient and affordable, and that is really the core and the essence of the products that we make. We've had products that have hit one of those things or two of those things. Yeah, but they, but we left them behind because they needed to deliver on all three.
Jason (00:24):
It's hard to hit on all three no matter what the product is in the category.
Gail (00:25):
It's absolutely.
Tyler (00:26):
I, I'd just add to that too, that, you know, we think of ourselves much more than just a gluten-free brand or. Cauliflower products brand. We think of ourselves as a convenient, better for you solutions brand. And a big part of the reason our core consumers bias today is not because we're gluten-free, but because we can deliver. You can eat half a pizza for only 360 calories. Oh yeah. Right? So we're a lighter, better for you, healthier, you know, brand where you can envo, enjoy your comfort foods.
Gail (00:27):
I'm so glad you said that, Tyler, because you know, the fact that my sons were gluten-free is the reason. I started the company, but the whole ethos of the brand is really that you can, that we can all eat the same food even if we all have different reasons for eating it. Maybe you want a lower calorie pizza. Maybe you want a gluten-free pizza. Maybe you want a lower sugar pizza. Maybe you just want a great tasting pizza. All of those people can share from the same plate, and that is, is really what makes the brand, uh, come alive.
Jason (00:28):
Well, in, in preparation for our talk today, I learned that all three of us have something in common. Um, all each of our, each of one of us had, uh, grandparents who were dairy farmers, which is, uh, pretty amazing and. Pretty remarkable. Yeah, pretty, pretty remarkable. Exactly. Uh, you know, and for me, uh, having that, uh, that connection, um, with both of my parents growing up on dairy farms, my dad being a cheesemaker, me doing a lot of gardening as, uh, since I, since I was seven, you know, has me have a deep connection to our food systems, but also to sustainability and, um, the role that we ultimately play as Whole Foods as a retailer, uh, I have a lot of connection to what we can do in, in helping nourish people and the planet. How has, you know, having grandparents who ran dairy farms influenced your careers and the, the work that you're doing today with Caulipower?
Tyler (00:29):
Yeah, I, my story's interesting. I mean, there's nothing like being on a dairy farm, right? As a kid especially, but I didn't really understand. It the economics of it, right. As a kid, as I got older, I realized that my grandfather, as the oldest boy actually had to leave the dairy farm and go get another job to help save the farm. Right? And that's something that a lot of farmers deal with. So as we look at our products, for us it's about. Getting a premium in the marketplace, right? Providing value to consumers, but getting a premium in the marketplace where we can ensure the economics work all the way down to the farm, right? And by using high quality ingredients, you know, some of our competitors don't even use real cheese. It's imitation cheese. How's that helping a dairy farmer, right? So for us it's really about the quality and economics all the way down the supply chain.
Jason (00:30):
Oh, that's great.
Gail (00:31):
Yeah, and I think for me it was really, it placed a tremendously high value. And how important it, how, how food played in all of our lives. It was the great democratizer. My, my parents grew up, they had no food. They were starving. Uh, they grew up in Europe during the war. And, um, and so food always just had this tremendous place in our home. Uh, and, and I think, somehow because my mother never wanted to waste anything, she would put it in the freezer. So I just think that all of these points helped, helped, you know, sort of raise me into someone who went into frozen food, even though all the signs were there and I never, I never really knew it, but it was really just about showing people you love them. By giving the, the, the food that you helped create.
Jason (00:32):
Yeah. And for me it's, it's, uh, building on that, uh, what you all said, it's the appreciation for the work. Yeah. That goes into all the things that we enjoy day in, day out. And I think, you know, so many consumers just don't have a visibility to that lens like. You know, as a farmer, you're working every single day. You don't have, you don't have a day off.
Tyler (00:33):
There's no sick day.
Jason (00:34):
Exactly. Exactly. But in, and just, you know, what it takes just for one acre of crops to be growing the, the effort that goes behind that. And so, um, that's for me, I just have a deep appreciation and obviously connecting with so many suppliers, seeing that the same, same things take place. But uh, yeah, it gives a huge appreciation. The food industry is shifting towards more health conscious and climate smart options. How do you see. Ali Power fitting into the future of food.
Tyler (00:35):
I think for us, you know, we're always trying to innovate. We're always trying to become. Uh, better at what we do. We're working with our suppliers and our contract manufacturers to make sure that they institute policies like zero waste facilities and things like that. Um, we, we don't own our own manufacturing, right? For, so for us, our influence can be through the supply chain, through working with our suppliers, trying to focus on quality of ingredients and then their practices, whether it be regenerative agriculture, upcycling, things like that. So, you know, we, we can influence it in certain ways. And what, what we're trying to do is align on what we want the brand to stand for as we go forward. And so as we think about the future of food. As I've come into the role, a lot of what we're focused on, Gail and I, is back to the future for our brand, which is what helped us become great. And part of that is we got away from the storytelling and the practices that really helped us, right in the consumer's mind, be a leading class supplier. We want to be there, we wanna stay there. And I feel like we're, we're really on our way. To unlocking some of the things that Gail had, you know, and held dear to herself as she started this company that I wouldn't say we completely strayed away from. We didn't. We stopped doing a great job of telling that story.
Jason (00:36):
Well, and the storytelling is so important, especially to break through. I. So many different products that are available for customers today. It's one of the things I love about our team members at Whole Foods Market. Is the engagement they have with our customers. Telling the stories about their pro, about the products, the passion they have, uh, for it, which I think helps create a lot of unique differences for us in that space as well.
Gail (00:37):
I love that about Whole Foods because So interesting. It, when you think about all the products in your store that actually have a person. Behind it. And when you have your locally, like locally sourced, or you have the person's picture or whatever, it puts a real. Name and a face to the products where when you go in shopping, it's really hard to find that elsewhere. So I love those stories.
Jason (00:38):
Yeah. Thanks. Yeah. I think it's a, it's a way to really connect with, with customers in an authentic way.
Tyler (00:39):
Yeah. I think back, you know, when I first entered the natural food industry, there really wasn't even social media, right? And so if you wanted to get educated on ingredient functional ingredients in trends, you went to Whole Foods. That's what you did. Yeah, because they were the experts, they were the people that knew all the information, the leading edge trends. And you know, that's still the case today. Obviously there's social media and there's a lot of access to information online. But you know, one of the things that is, is so great about Whole Foods is the education, that the team members have.
Gail (00:40):
Yeah. And we learn a lot from you too.
Jason (00:41):
Well, it's, it's one of the things that I, I love about, uh, all of our stakeholders with our suppliers. We help make each other better.
Gail (00:42):
Yeah, that's well said.
Jason (00:43):
So you, me, you mentioned, uh, you know, you've got a lot of, uh, customers who are generous with their feedback. Yes. You've got a lot of suppliers who are generous with their feedback. I love it as well, but it helps us raise the bar Exactly. And collectively serving all of our customers better and, and doing better by all of our stakeholders. So, yeah. Yeah, absolutely. It definitely is an nterconnected web there for sure. I think we're gonna move on to a lightning round if you guys are ready. Uh, it's been a great conversation so far. So we've got some fast and fun questions for, uh, both of you. Uh, Gail, what is your favorite pizza topping?
Gail (00:44):
I. I like something that I call back of the fridge pizza, which is basically all of my leftovers already admitted. I hated waiting, wasting food. Yeah, all the leftovers, whatever. I have veggies that I made two nights before. I'll just throw it on a pizza. And call it dinner. And it just feels really nice not to have to waste anything.
Jason (00:45):
I once used ground lamb, you know, basically as a leftover ended up being one of the best pizza toppings I made. Same thing.
Gail (00:46):
Oh my gosh. If it was on a Cauilpower crust, you should have tagged us. Oh, next time.
Jason (00:47):
Next time. Yeah. Uh, Tyler, same question. What's your favorite pizza topping?
Tyler (00:48):
I am, uh, similar to Gale. I like to use our untopped crust as a base and experiment. So right now I'm loving, um, high quality cheese, like a burrata or something. Arugula and some hot oil.
Jason (00:49):
Oh, sounds delicious. Make making me hungry here. Uh, Gail, besides your phone, what's something that you always have on you?
Gail (00:50):
I. Well, I think my, my team would definitely laugh at this question because I'm just pulling this outta my pocket right now. Free coupons, whichever one in this room gets them. I hope you don't mind if I give some to you too. Oh, absolutely, absolutely. By the way, I've given free coupons to billionaires and they happily take them.
Jason (00:51):
Yes, yes. This is perfect. So good. Yes. Free coupons everywhere I go.
Tyler (00:52):
And my, my answer's easier to, that I carry her backup free coupons. Okay. There you go.
Jason (00:53):
There you go. We got the, we got the free, free coupons. Hey, uh, it helps give discovery folks try the product once and then. They will keep buying it again and again.
Gail (00:54):
It's the most important thing that we can do.
Jason (00:55):
Tyler, what is your biggest accomplishment?
Tyler (00:56):
Oh, by far, uh, partnering with my wife to raise our three. Wonderful. Now, adult children, that's by far and away thing that's most important. That's, that's outstanding.
Jason (00:57):
And Gail, uh, who inspires you?
Gail (00:58):
I would say just to, along the same, uh, uh, trek as Tyler. Uh, definitely my kids. You know, it's so funny. When I, when I started Cauilpower, um, there were, um, the kids were very young and so it was kind of fa a family decision 'cause everybody was gonna have to make some sacrifices Oh yeah. In order for me to start this company. So I sat everyone down and I said, okay guys, are you in? And um, my son the next day sent me a note, which I still have. And he said, um, uh, mom, I've never been more proud of you.
Jason (00:59):
Oh. Wow. That's, that's really, that's amazing. That's amazing. I love that. Tyler, in a meeting, do you take notes on your phone or on paper?
Tyler (01:00):
Uh, usually on my computer. On your computer, right? Yeah. Sometimes on paper, but usually on the computer.
Jason (01:01):
All right. Uh, Gail, what is a daily habit that keeps you grounded?
Gail (01:02):
Well, I have to say exercise. It's just, uh, like I said, I eat a lot of pizza. You know, when you get paid pizza, you gotta go to the gym too.
Jason (01:03):
I'm with you on that one. It, it also helps me relax.
Gail (01:04):
Yeah, me too.
Jason (01:05):
Uh, Tyler, what's next for Caulipower?
Tyler (01:06):
You know, we are really focused on, uh, doubling down on what the brand stands for, right? And, and building out an innovation pipeline. Uh, our goal is to get back to being a really high growth brand. We're a very strong, you know, stable brand with a loyal following. And, uh, there's no reason we can't be a high growth brand. So when we talked about that core essence of what Ali Power stands for and why people buy us, and you think about that, you know, great high quality food. Better for you, healthier, lower calorie. The sky's kind of the limit as we unlock that.
Jason (01:07):
Yeah, that's, that's great. So, so exciting to see, um, all the future potential that we can unlock together, uh, in ser in serving more customers. Um, and I appreciate both of you for taking the time to, uh, being part of the conversation today. Uh, Gail and Tyler, uh. Appreciate everything that you're doing in helping share these amazing stories from caulipower with our listeners. Um, I enjoyed going beyond the board, uh, in our conversations and appreciate your dedication to our future of food at the same time, I. Through cauliflower, Gail Becker and Tyler Ricks have proven the better. New food doesn't have to compromise on taste or convenience. Their mission to revolutionize the frozen food space continues to inspire healthier eating habits across the country. Thank you for tuning into Beyond the Board where we highlight the people and products shaping the future of food. Until next time, let's keep supporting brands like Ali Power that bring innovation and authenticity to our tables.
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