This book provides a first look at the process of launching a food product, whether for small-scale local consumption or with the goal of becoming a nationally-distributed brand.
Author Douglas Raggio, a former marketing manager for numerous national brands as well as the founder of several food start-ups and a venture capital fund specializing in the food industry, makes it clear immediately that hope and grit are no substitute for planning in the crowded packaged food market.
Using four different types of would-be entrepreneurs as starting points, Raggio offers a pick-your-path style adventure to illustrated different courses for getting a product successfully launched and established. Whether finding sources of financing, deciding to invest in marketing or supply, to sell direct or through retailers, Raggio alerts readers to the pros and cons of each approach.
So You Wanna: Start a Food or Beverage Business is not a comprehensive step-by-step manual. Instead, it is a frank exploration of large-scale issues that will help an entrepreneurially curious reader understand the kinds of choices that will need to be made to stay on course to create a functioning business.