My passion for snacking and search for a great tasting, better-for-you snack sparked my interest in creating what has become popchips.
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Marketing is a core part of anything you do.
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You can't rest on your laurels. You have to continue to innovate; you have to continue to be different.
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We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.
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I'm definitely a serial entrepreneur and a serial snacker. And when it comes to snacks, I'm more of a salty snacker, though I've been known to have a craving for sweets from time to time.
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We have 11 great potato flavors, and customers have been clamoring for tortilla. For over a year, we worked to develop the four flavors of tortilla popchips: chili limon, nacho cheese, ranch and salsa. They're made with traditional stoneground masa, are gluten-free, and have less than half the fat of other chips.
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I knew I shouldn't be eating fried chips, but I'm just not a fan of baked chips, as much as I tried them.
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There's a deli around the corner from my office where I'd get a bag of chips with my sandwich, and I was hiding them under my sandwich because I was embarrassed. When I had this epiphany that I was hiding the potato chips from myself, I realized there was an opportunity there.
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The influencer strategy hasn't been built around celebrities. We're looking for influencers within every marketplace, who are the people who help influence decision-makers within that community.
