In this conversation, David Istier, founder and CEO of gutzy Organic, shares his journey from personal health struggles to creating a successful line of gut health snacks. He discusses his early stumbles with the brand that caused the need to reformulate the products to dial in taste and texture, the importance of organic ingredients, and the challenges he’s faced trying to grow a brand in the CPG industry. David talks about consumers’ growing concern for gut health and the difference it makes when you use quality ingredients, even if they’re more expensive. David then shares his vision for the future of gutzy Organic, and his commitment to inspiring healthier lifestyles.

Takeaways:

• gutzy Organic focuses on gut health through delicious snacks.
• The journey to gut health began with personal health struggles.
• Reformulating products to dial in taste and texture is crucial for market success.
• Organic ingredients enhance product appeal and quality.
• Gut health is a growing concern in the US and worldwide.
• The pouch format was chosen for on-the-go convenience.
• Prebiotic fiber is essential for gut health, which aids overall wellness.
• Balancing protein and fiber is key for a healthy diet.
• David’s past CPG experience helped him grow gutzy Organic.

Sound bites:

“It actually started with a business struggle that turned into a health challenge.”

“I ended up going to see a herbalist and that's when I discovered the power of plants and the power of gut health to heal my body.”

“Gut health is such a big problem in the US, maybe worldwide.”

“We worked with GoGo Squeeze to reformulate the product to make it more palatable, better testing, and scalable.”

“It's part of the journey, like the up and down and the learning curves and the pivot and the adjustment, right?”

“Only one in 10 Americans eat the five a day of fruit and veggies that people should be eating.”

“Only one in 20 actually meet the daily fiber requirement.”

“So it's like super delicious, a little bit of sweetness from natural sugars from fruits and veggies, no added sugar in it and also extra clean deck of ingredients. We don't even add coloring or flavoring in our products.”

“I call Acacia the queen of prebiotic, it's because it's the purest form that blends well, and doesn’t call bloating and gas.”

“It's very hard to get a plant protein that doesn't have a chalkiness to it, so we use organic yellow peas because it’s sustainably grown in the U.S., clean, and easy to blend.”

“At Quorn and GoGo Squeeze I learned how to build a new category and create awareness.”

“You think you have a business plan and then reality starts and it takes a lot longer than you think.”

"Building a brand takes time and money."

"Less is more in the food industry."

““The Stoic Sage, or wise man, needs nothing but uses everything well; the fool believes himself to “need” countless things, but he uses them all badly.”— Donald J. Robertson

Links:

David Istier on LinkedIn - https://www.linkedin.com/in/david-istier-8b05742/

gutzy Organic - https://gutzyorganic.com/

gutzy Organic on LinkedIn - https://www.linkedin.com/company/energyfruits-keep-moving/

gutzy Organic on TikTok - https://www.tiktok.com/@gutzyorganic

gutzy Organic on Facebook - https://www.facebook.com/gutzyorganic

gutzy Organic on Instagram - https://www.instagram.com/gutzyorganic

gutzy Organic on Pinterest - https://www.pinterest.com/gutzyorganic/_saved/

gutzy Organic on YouTube - https://www.youtube.com/channel/UCpasHfXTpZJ5Xx22wFo6hdQ

…

Ramping Your Brand (book) by James F Richardson - https://www.rampingyourbrand.com/

James F Richardson on Brands for a Better World (Formerly Evolve CPG) - https://modernspecies.com/brands-for-a-better-world-podcast/focus-on-your-fans-dr-james-richardson-premium-growth-solutions?rq=ramping

How to Think Like a Roman Emperor: The Stoic Philosophy of Marcus Aurelius (book) by Donald J. Robertson - https://www.goodreads.com/book/show/39863499-how-to-think-like-a-roman-emperor

…

Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

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Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

Chapters:

03:00 Introduction to gutzy Organic

04:07 The Journey to Gut Health

07:29 Reformulating for Success

12:11 The Importance of Gut Health

13:27 Choosing the Right Product Format

14:44 The Power of Prebiotic Fiber

18:25 Navigating the Gut Health Trend

23:02 Balancing Nutritional Needs

28:10 Lessons from Industry Experience

32:51 Navigating Cash Flow Challenges

34:57 The Importance of Brand Positioning

39:15 Evolving Brand Identity and Packaging

43:49 Surprising Challenges in Entrepreneurship

52:04 Celebrating Retail Success and Expansion

55:50 Vision for the Future of gutzy Organic

57:46 Personal Insights and Advice

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