All about learning

In 2012, I knew I needed a business education, and/or, an outlet for a vision of myself that I could not express in an engineering role. So, I spent about 6 months studying for the GMAT, with the goal of attending a top-tier business school. I also had the entrepreneurial itch, and was thinking about ways I could both learn and blaze a new trail at the same time - possibly earn a real world MBA.

I was 30, single, and fit; with an overwhelming frustration with giant food companies who use manipulative marketing tactics, selling garbage products, produced on the back of a toxic, chemical dependent agricultural system. Fortunately, or unfortunately (the jury is still out), I gave up on the business school path to blaze a new trail in the food industry. Little did I know, I was at the forefront of a tectonic shift towards healthier, plant-based foods.

In 2013, I launched an innovative avocado-based foods company, with a brand that stood on the pillars of authenticity, transparency, and trust. The big picture goal was to reinvent existing products, such as mayo & yogurt, using one of natures healthiest foods. Starting with the mayos - for development speed and cost reasons. I've since licensed the mayo recipes to another company, brought on an industry veteran and stepped away from the company. The company is now selling an amazing yogurt-like avocado product, we call Spoonable Avocado.

I often get asked why I made a career tangent, so different to the role I was in… The short answer is, to try to change the world for the better, and to learn - earning that business education in the real world.

Branding

Transparency, Trust, and Authenticity. There is a lot of misinformation in the food industry, and I was very passionate about being a part of a new revolution in food/ingredient awareness and new products. I created a product and brand that truly embodied my passion for delicious, no BS food products

Sales & Marketing

I had to learn the food business of the ground up. When I first started I knew nothing about sales, marketing, distribution, brokers, and critical sales metrics. It was a long road, but I made a big splash. Above, that's Andrew Zimmern and Gail Simmons loving our avocado mayo. Andrew posted to instragram that it was his favorite new product!

innovation

I wanted to apply what I do best. Distilling customer insights, crafting a vision of the future, and rallying teams for product innovation.  The image above is a taste of that vision, a ready-to-eat avocado snack, positioned similarly to yogurt.

In 2015, I won the Sam Adams regional business pitch competition, then took 2nd in the national finals. It was an incredible experience to be able to present to so many leaders in the food and beverage industry.