Health-Ade's CEO navigates competition with these 3 strategies.
new fashion-forward print campaign. It's also what Health-Ade's CEO, Daina Trout, did when a major competitor threw jabs at the company claiming , Trout explains how she trusted her gut to take the high road on a seemingly devastating claim on her company. Health-Ade was started back in 2012 by Trout, her now-husband, Justin Trout and former colleague Vanessa Dew.
Health-Ade still brews the old-fashioned way just like the founders did in their apartments back in 2012. Their process includes fermenting living cultures in super-small 2.5-gallon batches, and in glass which prevents plastic or metal leaching, Health-Ade flavors with only the highest quality ingredients, like cold-pressed juice from organic produce. Health-Ade's artisanal process results in a delicious, smooth, bubbly, and naturally low sugar kombucha that makes you feel good.
So for another kombucha brand to say that Health-Ade was bastardizing the industry was far from the truth, but Trout stands by these three ways to navigate positive or negative competition.According to Trout competition in a marketplace is a sign that the market is growing and has legs."For me, competition isn't something I feel too negatively about. To me, its a positive sign of growth to a category and I do think there is a way to be friendly competitive.
The competition hasn't stopped Health-Ade or Trout from trying to get into every fridge in America. This month, Health-Ade has unveiled a new ad campaign, “You Brew You” which is meant to position kombucha, a beverage typically viewed as health-focused, as a mainstream drink option, a new kind of healthy soda. It’s a bold move to entice middle America. The campaign, which reimagines popular millennial-inspired phrases, breathes humor and broad appeal into the category.
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