UC Berkeley Alumni Making a Difference in Food with Ali Kelley and Aashi Vel Video Lecture | Edible Education: Understand Food & its production - Personal Skills

- GOOD EVENING.
WELCOME TO "EDIBLE EDUCATION
101."
THIS IS OUR 13TH CLASS.
WE HAVE ONE MORE TO GO.
IT HAS BEEN A REALLY EXCITING
SEMESTER.
TONIGHT OUR FOCUS IS ON WHAT YOU
CAN DO TO MAKE AN IMPACT IN THE
FOOD MOVEMENT.
TONIGHT WE ARE FEATURING TWO
HAAS ALUMS WHO DEDICATED THEIR
LIVES IN THE FOOD SECTOR.
WE WILL HEAR FROM THEM IN A FEW
MINUTES.
AS A COURTESY TO OUR SPEAKERS WE
APPRECIATE IT WHEN YOU PUT YOUR
SCREENS DOWN WHILE WE ARE HERE.
I WANTED TO INVITE -- DOES
ANYBODY HAVE AN ANNOUNCEMENT TO
MAKE TONIGHT?
ANYBODY?
OKAY.
GREAT.
YEAH, YOU HAVE AN ANNOUNCEMENT?
STAND UP.
SPEAK INTO THE CAMERA.
- (NO MICROPHONE)
- (INAUDIBLE)
- CAN YOU POST THAT ON BCOURSES,
THE LINK TO THAT?
RYAN HAS AN ANNOUNCEMENT, RYAN
PETERSON OUR NOBLE LEADER.
- THANKS, WILL.
I WANTED TO MAKE A BRIEF
ANNOUNCEMENT THAT I THINK TIES
CLOSELY TO THE RECENT
EXPLORATION IN THE CLASS OF FOOD
WASTE.
AS MANY OF YOU KNOW BERKELEY'S
NEWEST ACADEMIC BUILDING IS
GOING TO BE OPENING IN THE FALL
OF 2017, CHO U-HAUL.
STATE OF THE ART FACILITY, THE
FIRST ACADEMIC BUILDING TO BE
DESIGNED FOR LEAD PLATINUM AND
WELL CERTIFICATION AND IT WILL
BE A ZERO WASTE BUILDING.
SO WE ARE HOPING TO ACHIEVE ZERO
WASTE CERTIFICATION BY THE
SUMMER OF 2018 AND IT WILL BE
THE FIRST BUSINESS SCHOOL IN THE
U.S. TO ACHIEVE SOMETHING LIKE
THAT.
- WHO IS THE PROJECT LEAD?
- THE PROJECT LEAD IS MYSELF.
I HAVE THIS AWESOME TEAM OF
FELLOW STUDENTS WORKING WITH ME
AS WELL.
SO IT IS A STUDENT LED
INITIATIVE AND PART OF THAT IS
IT REALLY REQUIRES THE WHOLE
STUDENT BODY BE ON BOARD.
UC SYSTEM IS PLEDGED TO HAVE
ZERO WASTE BY 2020, BUT WE ARE
CURRENTLY ONLY AT 50 PERCENT.
WE NEED A MODEL FOR THE CAMPUS
TO FOLLOW IN ORDER TO ACHIEVE
THIS INITIATIVE.
WE WANT TO START AT HAAS WHICH I
THINK IS A GREAT OPPORTUNITY FOR
HAAS TO FURTHER ADVANCE AND TAKE
A STEP OTHER SCHOOLS WON'T TAKE
IN ENVIRONMENTAL SUSTAINABILITY.
WITH THAT WE WILL BE TABLING IN
THE COURTYARD 24TH FROM 10:30 TO
3:00 P.M.
WE WILL ANSWER ANY QUESTIONS
ABOUT SUSTAINABILITY IN THE
BUILDING AND EDUCATE YOU HOW WE
CAN APPLY IN THE INITIATIVE.
HE EVERYTHING WILL BE REUSABLE
AND COMPOSTABLE AND EVERYTHING
SOLD IN THE BUILDING WILL BE
THERE TO BUILD THAT.
THERE WON'T BE ANY LANDFILL
BUILDING.
WE HAVE OUR E-MAIL THERE IF YOU
HAVE QUESTIONS OR IDEAS OR YOU
WANT TO GET INVOLVED.
- THANK YOU RYAN.
THANK YOU FOR YOUR LEADERSHIP ON
THAT.
IT ALL HAPPENS HERE IN THIS
CLASSROOM.
IT'S AMAZING.
A REMINDER THERE'S A WONDERFUL
SLOW FOOD GET TOGETHER HAPPENING
APRIL 30TH.
IF YOU TAKE OUT YOUR ICLICKER I
HAVE A COUPLE OF SURVEYS FOR YOU
TONIGHT.
THIS ONE SAYS, WHAT IS THE MOST
IMMEDIATE WAY YOU WILL
PARTICIPATE IN THE FOOD
MOVEMENT?
THIS IS JUST SO I GET A LITTLE
SENSE OF WHAT YOU ARE THINKING
ABOUT, REDUCING FOOD WASTE,
EATING MORE LOCAL, HEALTHIER,
SUSTAINABLY PRODUCED FOOD.
C REDUCING FOOD INSECURITY.
DEMANDING GREATER TRANSPARENCY
FOR THE PEOPLE WHO PROVIDE YOUR
FOOD AND SUBSCRIBING TO CIVIL
EATS.
THERE'S NO WRONG ANSWER THIS
WEEK.
TAKING THE STRESS OUT.
I HEAR STRESS LEVELS ARE UP, IS
THAT RIGHT, COMING INTO FINALS?
WE ARE REDUCING THE STRESS ON
THE ATTENDANCE QUESTION THIS
WEEK.
SHOULD WE LOOK AT THE RESULTS?
SO --
-
I EXITED BY ACCIDENT.
- IF YOU ARE HERE YOU ARE IN
GOOD SHAPE.
WE WILL GO ON.
WE ARE GETTING DOWN TO THE FINAL
STROKES OF ORGANIZING OUR FIELD
TRIP FOR MAY 5TH TO GO TO CANARD
FARMS.
BOB CANNARD IS THE LEGENDARY
FARMER, FOOD PRODUCER.
HE IS REALLY KIND OF A SHAWMAN.
HE IS AN AMAZING PERSON IF YOU
GET A CHANCE TO INTERACT WITH
HIM.
HE HAS GROWN A LOT OF THE FOOD
FOR CHEZ PANISSE FOR 30 YEARS.
HE IS A REALLY REMARKABLE MAN.
WAY THIS IS SHAPING UP IS THIS
FIELD TRIP IS COMPLETELY
AUTONOMOUS FROM THE UNIVERSITY.
IT IS SELF ORGANIZED AMONG US
BUDDIES, AND SO YOU NEED TO SIGN
UP ON A GOOGLE DOC THAT ROUHINI
HAS CREATED.
WE ARE ASKING YOU IF YOU WANT TO
GO AND WE ARE GOING TO DRIVE.
WE WILL MATCH PEOPLE UP AND YOU
HAVE TO SIGN A WAIVER RELEASE
SAYING YOU ARE GOING ON YOUR OWN
ACCORD, IT HAS NOTHING TO DO
WITH ANYTHING OFFICIAL.
I AM THINKING IT WILL GO SORT OF
9-3 ON A FRIDAY.
SHOULD BE A GREAT OUTING.
PROBABLY HAVE A CHANCE TO GET
SOME FOOD ON THE WAY.
I WANTED TO REMIND YOU, YOUR
SECOND ASSIGNMENT IS DUE NEXT
WEDNESDAY AT 6:00 BEFORE THE
CLASS STARTS.
I KNOW MANY OF YOU ARE MAKING
GOOD PROGRESS.
YOU ARE HEARING ABOUT SOME OF
THE SPECIFICS.
DON'T LEAVE THIS ONE TO THE LAST
MINUTE, IT REALLY REQUIRES
THOUGHTS.
LAST WEEK I OFFERED YOU EXTRA
CREDIT IF YOU WERE WILLING TO
ARGUE THE ALTERNATIVE CASE OR
THE OPPOSING CASE FOR THE
POSITION THAT YOU TOOK IN YOUR
ARGUMENT.
I WAS THINKING IT WOULD BE FUN
IN CLASS 13 TO REVIEW THE
OBJECTIVES WE SET OUT IN THE
COURSE IN THE BEGINNING.
ONE WAS TO UNDERSTAND HOW THE
FOOD SYSTEM WORKS AND IS
STRUCTURED, TWO, UNDERSTAND YOUR
ROLE IN THE FOOD SYSTEM AND HOW
YOUR PERSONAL CHOICES AND
ACTIONS ARE LINKED.
CLARIFY YOUR PERSONAL VALUES AS
THEY RELATE TO THE FOOD SYSTEM
AND FOOD MOVEMENT.
DEVELOP A PERSONAL ACTION PLAN
FOR PARTICIPATION IN THE FOOD
MOVEMENT, AND DEVELOP A VISION
FOR HOW YOUR EDUCATION CAN
PREPARE YOU TO MAKE A DIFFERENCE
IN THE FOOD MOVEMENT.
WE HAVE TALKED A LOT ABOUT
DEVELOPING THIS SUPER POWER OF
X-RAY VISION OF TRANSPARENCY SO
YOU CAN DEVELOP KIND OF A
SKEPTICAL MIND OF INQUIRY TO SEE
THROUGH A LOT OF THE OPACITY AND
A LOT OF THE HEIGHT AND
CONFUSION WITH LABELLING.
I THOUGHT IT WOULD BE
INTERESTING TO GET A LITTLE
FEEDBACK FROM YOU.
SO IF YOU HAVE YOUR ICLICKER,
ANSWER THIS QUESTION FOR ME,
TOO.
HOW WOULD YOU RATE THE INCREASE
IN YOUR GOOD SYSTEM'S
INTELLIGENCE SINCE CLASS ONE?
A WOULD BE NO INCREASE, B WOULD
BE A MODEST INCREASE, C A
MEANINGFUL INCREASE, AND D WOULD
BE A MASSIVE INCREASE.
LET'S SEE HOW THE CLASS FEELS
TONIGHT ABOUT YOUR FOOD SYSTEM
INTELLIGENCE.
B, MEANINGFUL INCREASE.
THAT'S GOOD.
GREAT.
PEOPLE ARE CHANGING THEIR MIND.
THANK YOU FOR THAT.
OKAY.
GO ON.
WE WILL CAPTURE THAT.
AS WE WRAP THIS COURSE UP, ONE
OF THE THINGS WE ARE HOPING TO
DO IS ACTIVATE IN YOU AND
EMPOWER YOU TO MAKE A
DIFFERENCE.
I THOUGHT I WOULD JUST INTRODUCE
YOU TO A CONCEPT THE PHILOSOPHER
PETER SINGER HAS INTRODUCED.
HAS ANYBODY READ PETER SINGER OR
SEEN HIS TED TALK?
HE IS REALLY A REMARKABLE KIND
OF PRACTICAL PHILOSOPHER.
HE HAS COME UP WITH A TERM
CALLED EFFECTIVE ALTRUISM, WHICH
HE IS HOPING TO CATALYZE INTO A
MOVEMENT.
HE WROTE A BOOK CALLED "THE MOST
GOOD YOU COULD DO."
IT IS KIND OF A RIGOROUS
APPROACH TO THINKING ABOUT HOW
EACH OF US CAN BE EMPOWERED TO
EFFECT POSITIVE CHANGE.
HE FOCUSES A LOT ON SAVING
LIVES.
HE FOCUSES ON THE PEOPLE WHO ARE
MOST AT RISK IN THE WORLD.
HE PROMOTES A CONCEPT CALLED
EFFECTIVE ALTRUISM, WHICH BRINGS
ALMOST A BUSINESS PERSON'S MIND
AROUND RIGOR TO THE IDEA OF
MAKING THE WORLD A BETTER PLACE.
HE SHOWS DIFFERENT MODELS IN HIS
BOOK.
ONE MODEL IS HE TALKS ABOUT ONE
OF HIS FORMER STUDENTS WHO
DECIDED HE WAS GOING TO GO OUT
AND MAKE THE MOST MONEY HE
POSSIBLY COULD SO HE WOULD HAVE
THE MOST MONEY TO GIVE AWAY.
THAT WAS ONE APPROACH.
HE ALSO TELLS A STORY OF SOMEONE
ELSE WHO DECIDES TO KIND OF SLIM
DOWN THEIR OVER HEAD TO A WAY
WHERE THEY ARE JUST LIVING ON
WHAT THEY NEED TO AND THEN THEY
GIVE THE REST AWAY AND THEY
ACTUALLY CALCULATE THE NUMBER OF
LIVES THAT THEY CAN SAVE.
HE ALSO TALKS ABOUT A LOT OF
ORGANIZATIONS THAT HAVE BEEN
KIND OF TRACKED AND RATED AND
GRADED FOR THE EFFECTIVENESS OF
THEIR PHILANTHROPY OR THEIR
GIVING OR THEIR INTERVENTION.
I THINK IT IS AN INTERESTING WAY
FOR US TO THINK ABOUT THIS NOW
THAT EDIBLE EDUCATION IS HOUSED
HERE AT THE BUSINESS SCHOOL,
THAT WE CAN THINK ABOUT HOW EACH
OF US CAN BECOME AN EFFECTIVE
ALTRUIST.
NAOMI STARKMAN OUR GUEST A FEW
WEEKS AGO SHOWED ME LAST NIGHT
ON CIVIL EATS.
WHICH IS A WHOLE LIST OF
RESOURCES YOU MIGHT WANT TO LOOK
AT ABOUT WHERE YOU CAN START IN
CHANGING THE FOOD SYSTEM.
I JUST POSTED THAT TO BCOURSES.
I HOPE YOU WILL LOOK AT IT.
I HOPE YOU WILL TAKE SERIOUSLY
THE IDEA THAT YOU CAN MAKE A
DIFFERENCE IN YOUR OWN ACTIONS
INDIVIDUALLY AND ALSO YOU CAN BE
A HUGE SOURCE OF INFLUENCE AS A
LEADER MODELING ACTIONS AND
BEHAVIORS AND POSITIVE MESSAGING
THAT REINFORCES YOUR VALUES IN
THE FOOD SYSTEM.
I HAD THE PLEASURE OF BEING
VISITED BY JUDY ONE OF OUR
STUDENTS THIS AFTERNOON AND SHE
WAS ASKING ME ABOUT HOW DOES ONE
GO ABOUT STARTING A FOOD
BUSINESS?
I THOUGHT I HAVE KIND OF A FUNNY
STORY ABOUT THAT.
A LOT OF YOU ARE GOING TO
GRADUATE AND YOU ARE THINKING
ABOUT HOW TO GET INTO THE
WORKING WORLD AND INTO AN AREA
WHERE YOU CARE ABOUT AND YOU ARE
PASSIONATE ABOUT, WHAT I WANTED
TO DO IS JUST TELL YOU MY OWN
STORY OF STARTING THE REPUBLIC
OF TEA AND ALSO JUST UNDER SCORE
THE ELEMENT OF SERENDIPITY THAT
COMES INTO PLAY.
I THINK SOMETIMES IN BUSINESS
SCHOOL WE TALK A LOT ABOUT
STRATEGY AND PLANS AND VISIONS
AND SOMETIMES JUST SHOWING UP IN
THE RIGHT PLACE CAN COMPLETELY
CHANGE YOUR LIFE.
WHEN I WAS ABOUT 29, I GOT
INVITED TO A CONFERENCE OF A
GROUP OF PEOPLE CALLED THE
SOCIAL VENTURE NETWORK WHICH WAS
AN ORGANIZATION THAT CONSISTED
OF PEOPLE WHO HAVE BEEN IN
BUSINESS, ENTREPRENEURS,
INVESTORS AND PHILANTHROPISTS
THAT WERE INTERESTED IN CHANGING
THE WORLD THROUGH BUSINESS.
I WENT TO THIS CONFERENCE.
I WAS VERY IDEALISTIC, VERY
IMPRESSIONABLE.
IN THAT ONE WEEKEND I MET BEN
AND JERRY.
I MET GARY HERSHBERGER WHO WAS
OWNER OF SEVENTH GENERATION.
PAUL HAWKEN WHO STARTED SMITH &
HAWKEN.
A GROUP OF PEOPLE WHO WERE 10 OR
15 OR MORE YEARS OLDER THAN I
WAS.
THEY COME OUT OF THE VERY
TUMULTUOUS PERIOD OF THE 60'S.
THEY HAD A VERY ACTIVATED
ACTIVIST BACKBONE BUT THEY WERE
ALSO VERY ENTERPRISING AND THEY
WANTED TO FIGURE OUT HOW TO
CHANGE THE WORLD THROUGH
BUSINESS.
THERE WAS A DISPROPORTIONATE
AMOUNT OF THEM WHO WERE
INTERESTED IN WORKING IN FOOD.
SO I WENT TO THIS CONFERENCE AND
I WAS JUST SO AWE STRUCK WITH
THE ENERGY AND THE CONVERSATION,
AND IT WAS A LITTLE BIT LIKE
BEING AT AN OUT POST.
HAS ANYBODY HEARD OF JOSEPH
CAMPBELL OR THE HERO'S JOURNEY?
ANYBODY READ THAT BOOK THE HERO
WITH A THOUSAND FACES?
IS HAS ANYBODY SEEN STAR WARS?
THAT MIGHT BE MORE SUCCESSFUL.
IN STAR WARS THE HERO GOES OUT
TO THE OUT POST WHERE SHE IS
COMPLETELY DISORIENTED WITH THE
SURROUNDINGS.
IT IS OFTEN AT THAT PLACE,
THAT'S THE PLACE OF EMBARKATION
THAT JOSEPH CAMPBELL WOULD TALK
ABOUT, WHERE THE JOURNEY BEGINS.
THAT'S WHAT THIS CONFERENCE WAS
LIKE FOR ME.
I WAS COMPLETELY OUT OF MY
ELEMENT.
I HAD NEVER SEEN ANYTHING LIKE
THIS.
I WENT TO THIS CONFERENCE
ANTICIPATING THAT I WAS GOING TO
FLY BACK FROM NEW JERSEY WHERE
THE CONFERENCE WAS ON SUNDAY
MORNING.
I HAD AN APPOINTMENT AND A DATE
WITH THE GENTLEMEN WHO HAD
OFFERED ME A JOB AT A PUBLISHING
COMPANY IN SAN FRANCISCO.
I WAS KIND OF NERVOUS ABOUT
THAT.
HE WAS A BIG DEAL KIND OF A
FAMOUS GUY.
HE HAD STARTED THE TED
CONFERENCE.
I WAS WORKING WITH HIM ON THE
TED CONFERENCE.
HE WAS EXPANDING HIS EMPIRE AND
ASKED ME TO WORK WITH HIM.
HE SAID, I WILL UPGRADE YOU TO
FIRST CLASS SO WE CAN FLY ACROSS
THE COUNTRY TOGETHER AND SETTLE
THE TERMS OF THIS DEAL.
I WAS VERY EXCITED.
I WAS A LITTLE BIT STRESSED OUT
AND NERVOUS AND I GOT UP REALLY
EARLY.
I GOT UP AT LIKE 4:00 IN THE
MORNING TO GET A CAB TO NEWARK
AIRPORT, AND I AM STANDING IN
THE LOBBY AND I COULDN'T GET THE
CAB.
I WAS IN RURAL NEW JERSEY.
ANYBODY KNOW WHERE THAT IS?
IT WAS NOT -- YOU KNOW WHERE IT
IS.
THERE WERE NO CABS THERE.
I WAS SITTING IN THE LOBBY.
I AM LOOKING AT MY WATCH.
DON'T FORGET, THIS IS NO CELL
PHONES.
NO TEXTS.
NO APPS.
I AM WATCHING THE CLOCK AND
THERE'S NO WAY FOR ME TO GET IN
TOUCH WITH THIS GENTLEMEN.
THERE'S NO WAY FOR ME TO GET A
CAB, I AM OUT OF LUCK.
I MISSED THE CAB.
I MISSED THE FLIGHT, AND I AM
FEELING A LITTLE BIT LOST.
I AM SITTING IN IF THE LOBBY AND
THIS GUY WALKS UP TO ME, NOW
IT'S 6:00 IN THE MORNING.
HE WALKS UP TO ME AND HE SAYS,
YOU NEED TO GO TO THE AIRPORT?
HE WAS ALL DRESSED IN KHAKIS.
HE LOOKED LIKE HE WAS RIGHT OUT
OF BANANA REPUBLIC.
TURNS OUT, HE WAS, ACTUALLY.
HE OFFERED ME A RIDE TO THE
AIRPORT.
IT WAS GREAT.
TURNED OUT WE WERE ON THE SAME
FLIGHT.
WE WERE GOING TO THE SAME PLACE.
I HAD TO CHANGE MY FLIGHT.
I GOT ON THE NEXT FLIGHT TO SAN
FRANCISCO.
WE RODE TO THE AIRPORT.
WE CHANGED OUR SEATS.
WE SAT TOGETHER ON THE PLANE.
MY DAY WAS GETTING A LITTLE BIT
BETTER.
I WAS GETTING OVER THE
DISAPPOINTMENT OF MISSING THIS
FLIGHT AND WONDERING WHAT THAT
MEANT.
WE ENDED UP SITTING TOGETHER ON
THE PLANE AND TOOK OFF TO SAN
FRANCISCO SOMEWHERE OVER
PHILADELPHIA THE FLIGHT
ATTENDANT COMES UP AND OFFERS US
BOTH COFFEE.
I SAID I WOULD LIKE TEA, PLEASE.
HE SAID, I WOULD LIKE TEA.
WE KIND OF LOOKED AT EACH OTHER,
THAT'S INTERESTING.
THEN THE FLIGHT ATTENDANT LOOKED
AT US LIKE A QUIZZICAL LOOK.
THIS IS THE MOMENT UNITED
AIRLINES HAD PUT STARBUCKS
COFFEE ON ALL OF THEIR FLIGHTS
AND THEY WERE PROMOTING THAT
LIKE CRAZY.
THEY GAVE US THIS TERRIBLE TEA.
WE LOOKED AT EACH OTHER, THIS IS
THE WORST TEA I HAVE EVER HAD.
IT STARTED A 6 HOUR CONVERSATION
ABOUT TEA, HOW YOU CAN'T GET A
DECENT CUP OF TEA IN THE UNITED
STATES.
TURNED OUT WE WERE BOTH
AFICIONADOS OF EASTERN
PHILOSOPHY AND HAD STUDIED KIND
OF THE TEA CEREMONY.
WE HAD A LOT IN COMMON AND WE
WERE RIFFING ON THIS 30,000
SQUARE -- NOT SQUARE FEET, FEET
UP CONVERSATION.
I HAVE NEVER HAD A CONVERSATION
LIKE THAT IN MY LIFE.
HE WAS A REALLY GREAT
ENTREPRENEUR.
HE WAS RETIRED.
WILL HE WAS ABOUT 15 YEARS OLDER
THAN ME.
HE WAS ONE OF THE FOUNDERS OF
THE BANANA REPUBLIC.
RIGHT BEFORE WE WERE READY TO
LAND IN SAN FRANCISCO I SAID,
WHY DON'T WE START A TEA
COMPANY?
HE KIND OF LOOKED AT ME AND
SAID, WELL, I DON'T KNOW.
I DON'T REALLY KNOW IF I WANT TO
GO BACK INTO BUSINESS RIGHT NOW,
BUT I WILL CERTAINLY THINK ABOUT
IT WITH YOU, BUT I HAVE GOT A
NAME FOR YOU.
HE SAID, HOW ABOUT THE REPUBLIC
OF TEA.
I BLURTED OUT, OKAY, I'LL BE THE
MINISTER OF PROGRESS.
I WENT HOME.
I WAS SO EXCITED.
MY HEART WAS JUST BEATING.
I FELT LIKE SOMETHING HAD BEEN
BORN IN THAT CONVERSATION.
I WENT HOME TO MY WIFE AND WE
HAD A 1-YEAR-OLD BABY AND SHE
WAS EXPECTING ME TO COME HOME
AND SAY, I SEALED THE DEAL ON
THE NEW JOB AND I WILL BE ABLE
TO PAY THE RENT AND BUY THE
GROCERIES, AND I SAID, HONEY, I
AM HOME.
I AM GOING TO START A TEA
COMPANY.
SHE ALMOST DROPPED THE BABY, I
REMEMBER THAT.
IT WAS A SURPRISE.
ANYWAY, MY NEW FOUND MENTOR AND
I STARTED WRITING IDEAS BACK AND
FORTH BY FAX.
ANYBODY STILL KNOW WHAT A FAX
MACHINE IS?
WE WROTE ABOUT 400 PAGES OF
FAXES IN SIX WEEKS.
IT WAS INSANE.
WE WOULD GO BACK AND FORTH.
I WOULD SEND SOMETHING IN THE
MIDDLE OF THE NIGHT.
I WOULD HAVE AN IDEA.
I WOULD SEND IT TO HIM.
I WOULD GET A FAX RIGHT BACK.
I WAS DOING MASSIVE AMOUNTS OF
RESEARCH.
I WAS WRITING BUSINESS PLANS.
THIS IS BEFORE ANYBODY KNEW --
THIS IS BEFORE WE HAD A ROAD MAP
FOR STARTING A BUSINESS.
SIX WEEKS INTO THIS, HE SENDS ME
THIS KIND OF HEARTBREAKING --
NOT E-MAIL, BUT FAX AND SAYS,
WELL, I AM KIND OF DONE WITH
THIS.
WHY DON'T YOU START THE
BUSINESS?
IS I WAS LIKE, WHAT?
IS START THE BUSINESS?
I AM NOT ABLE TO DO THAT.
HE SAID, WELL, I HAVE GIVEN YOU
THE IDEAS THAT I HAVE AND WHY
DON'T YOU -- WHEN YOU ARE READY,
LET ME KNOW.
ABOUT THE SAME TIME ANOTHER
FRIEND OF OURS WHO WE MET AT
THAT SOCIAL VENTURE NETWORK, WHO
IS ALSO A SUCCESSFUL
ENTREPRENEUR, HE HAD STARTED A
COMPANY CALLED ROCKPORT SHOES
AND SOLD IT TO REEBOK FOR A LOT
OF MONEY.
HE WAS READING THESE FAXES ONE
NIGHT, HE SAYS, WOW, THIS IS
AMAZING.
THIS SHOULD BE A BOOK ABOUT HOW
TO START A BUSINESS.
I WAS LIKE, WOW, GREAT.
HE SAID, DO YOU MIND IF I SEND
THESE TO MY FRIEND AT DOUBLE
BAY.
I SAID SURE, GO AHEAD.
HE SENT SOME SAMPLES OF THE
FAXES TO HARRIET REUBEN AT
DOUBLE DAY.
SHE SAID I WANT TO PUBLISH THESE
AS A BOOK.
I WAS ELATED.
I GET ON THIS AIRPLANE I WANT TO
START A TEA COMPANY NOW I HAVE
GOT A BOOK OFFER.
I SAID TO MY COLLEAGUE, YOU
KNOW, NOW WE COULD PUBLISH THESE
LETTERS.
HE SAID I DON'T THINK WE SHOULD
PUBLISH THE LETTERS OF HOW TO
START A BUSINESS IF WE DON'T
HAVE A BUSINESS.
I WAS LIKE, YEAH, SMALL DETAIL,
RIGHT?
ANYWAY.
I WON'T TELL YOU THE REST OF THE
STORY TONIGHT, BUT IT TOOK ABOUT
18 MORE MONTHS FOR ME TO FIGURE
OUT HOW TO START THE REPUBLIC OF
TEA.
ONE OF THE THINGS I REALIZED
ABOUT EIGHT MONTHS IN WAS THAT
WE HAD A LOT OF GREAT MARKETING
IDEAS, BUT FUNDAMENTALLY I
DIDN'T KNOW ENOUGH ABOUT TEA TO
REALLY BRING GREAT TEA TO
MARKET.
I HAD TO BECOME A TEA EXPERT.
THAT TOOK ME A BIT LONGER TO DO.
ANYWAY ABOUT ANOTHER 18 MONTHS
LATER I WENT BACK TO HIM AND
SAID, I AM READY.
WE SENT THE REST OF THE FAXES TO
OUR FRIEND AT DOUBLE DAY.
SHE EDITED OUR CORRESPONDENCE
INTO THIS WONDERFUL BOOK, AND,
THE ADVANCE FOR THE BOOK
PROVIDED THE SEED CAPITAL FOR
THE BUSINESS.
WE STARTED THE BUSINESS.
MAN WHO HAD SENT THE LETTERS TO
HER IN THE FIRST PLACE BECAME
OUR ONLY INVESTOR.
WE WERE OFF TO THE RACES.
THAT WAS 25 YEARS AGO AND THE
COMPANY STILL EXISTS.
IN THE BACK OF THE BOOK IS THE
MISSION, VISION AND VALUES
STATEMENT THAT I WROTE, WHICH IS
CALLED THE CHARTER OF THE
REPUBLIC OF TEA.
IT IS STILL ON THE WALL AT THE
BUSINESS.
STILL GUIDES THE BUSINESS.
IT IS REALLY SOMETHING THAT
CREATED ENDURING VALUE.
AND WHEN THIS BOOK WAS PUBLISHED
IT BECAME KIND OF A CASE STUDY
FOR BUSINESS SCHOOLS.
IT STARTED GETTING ASSIGNED IN
ENTREPRENEUR SHIP CLASSES.
I WOULD GET INVITED TO COME POP
UP AT THE END OF THE CLASS AND
TELL WHAT HAPPENED.
THAT'S HOW I BECAME A TEACHER.
THEN SEVERAL YEARS AGO, A
PROFESSOR AT CLEMSON CREATED AN
ACADEMIC JOURNAL ON THE THEORY
OF NARRATIVE IN ENTREPRENEURIAL
EDUCATION.
THEY DID AN ENTIRE ISSUE.
THERE WERE 15 ACADEMIC PAPERS ON
THE REPUBLIC OF TEA BOOK AS A
TEACHING TOOL FOR HOW TO LEARN
ABOUT THE ENTREPRENEURIAL
JOURNEY.
THAT'S A LITTLE BIT ABOUT MY
JOURNEY, WHICH I JUST THOUGHT I
WOULD SHARE WITH YOU.
IT REALLY SET MY LIFE UP TO BE
PART OF THIS FOOD MOVEMENT.
IF YOU ARE INTERESTED IN THIS, I
THINK YOU CAN GET IT ON AMAZON
FOR A DOLLAR OR SOMETHING.
IT IS AN INTERESTING BOOK.
IT IS SOMETHING YOU CAN
DEFINITELY READ ON AN AIRPLANE
RIDE.
I THOUGHT I WOULD TELL YOU, TOO,
IF YOU ARE THINKING ABOUT GOING
OUT INTO THE WORLD AND
ESTABLISHING YOURSELVES, WHAT
CAN YOU DO PRACTICALLY?
WHAT HAVE I LEARNED THAT I CAN
SHARE WITH YOU THAT YOU CAN DO
THAT IS GOING TO INCREASE YOUR
CHANCES OF SUCCESS?
I WOULD THINK WE ARE ALL IN
THESE INTERESTING ORBITS.
YOU ARE GOING TO GRADUATE, YOU
ARE GOING TO GO OUT AND YOU ARE
GOING TO BE LOOKING FOR A JOB.
NOW YOU ARE IN ORBIT.
YOU PICK A SECTOR YOU WANT TO
WORK IN.
THEN IMAGINE THE PEOPLE, THE
ORGANIZATION AND THE
INSTITUTIONS ARE ALSO IN ORBITZ.
BUT THEY ARE NOT EXACTLY IN YOUR
ORBIT.
THEY ARE GOING TO GROW.
THEY ARE THINKING ABOUT MAYBE
THEY ARE GOING TO CREATE A NEW
JOB OR MAYBE SOMEBODY IS GOING
TO LEAVE, IT'S HARD TO TELL.
YOU HAVE TO KIND OF IMAGINE
YOURSELF IN FIGURING OUT HOW YOU
ARE GOING TO END UP IN ORBIT
WITH YOUR COMRADES AND
COMPANIONS.
THE MAYBE ALI CAN TALK ABOUT
THIS.
SHE WENT THROUGH AN INTERESTING
EXPERIENCE IN FINDING HER ORBIT.
COUPLE OF WORDS OF UNSOLICITED
ADVICE.
ONE YOU HAVE TO BE PREPARED.
WHEN YOU ARE GETTING INTO ORBIT
YOU HAVE GOT TO BE PREPARED.
YOU HAVE GOT TO KNOW WHAT YOU
ARE TALKING ABOUT.
YOU HAVE TO HAVE DOMAIN
EXPERTISE.
HOPEFULLY A CLASS LIKE EDIBLE
EDUCATION HAS HELPED PREPARE YOU
FOR BEING ABLE TO HAVE A LUCID
CONVERSATION, FOR HAVING A
PERSPECTIVE THAT YOU CAN SHARE.
YOU HAVE TO KNOW YOUR STUFF
WHENEVER YOU ARE INTERACTING.
YOU ALSO HAVE TO BELIEVE IN
YOURSELF.
YOU HAVE TO BELIEVE THAT YOU
REALLY HAVE SOMETHING UNIQUE TO
OFFER.
IF YOU HAVE TROUBLE THINKING
ABOUT WHAT YOUR OWN GIFTS AND
TALENTS ARE, GO TALK TO A FRIEND
AND ASK THEM, WHAT DO I HAVE TO
OFFER?
WHAT DO I OFFER YOU IN OUR
FRIENDSHIP?
WHAT DO I OFFER YOU ON OUR TEAM?
WHAT AM I GOOD AT?
YOU START TO UNDERSTAND WHAT YOU
HAVE TO OFFER AND WHAT YOU CAN
BELIEVE IN AND THEN COMMIT
YOURSELF TO BEING ABLE TO
DELIVER THAT.
ONE THING THAT IS CRITICAL AND
IT GETS LOST IN OUR DIGITAL
LIVES IS SHOWING UP IN PERSON,
MAKING EYE CONTACT, BEING IN
PROXIMITY TO ANOTHER HUMAN BEING
IS SO CRITICAL.
IF YOU CAN BREAK THROUGH THE
NOISE AND THE SEPARATION AND
KIND OF THE ALIENATION THAT THE
DIGITAL WORLD PROVIDE, YOU ARE
GOING TO HAVE A LOT BETTER
RESULTS IN CREATING THE KIND OF
CONNECTIONS THAT ARE GOING TO
FUEL A MEANINGFUL LIFE FOR YOU.
TO CONDITION THE TEA STORY, ONCE
I GOT GOING I WAS TRYING TO
SOURCE THIS TEA.
I HAD FOUND A REALLY DELICIOUS,
BEAUTIFUL TEA THAT WAS PEACH
FLAVORED.
I FOUND IT IN LONDON.
I ALSO LEARNED THAT ALL OF THE
TEA FLAVORING COMPANIES ARE IN
HAMBURG, GERMANY.
I ORDERED SAMPLES FROM ABOUT 12
DIFFERENT HOUSES AND I WAS
ABLE -- I HAD DEVELOPED MY
PALLET.
I WAS ABLE TO TRACE THIS TEA I
BOUGHT IN LONDON IN THE TEA SHOP
WITH THE COMPANY IN HAMBURG THAT
SOLD IT, THE WHOLESALE COMPANY.
I WROTE BACK AND SAID I WAS IN
AN ENTREPRENEUR IN THE U.S. AND
I WANTED TO MAKE UNITED STATES
FAMILIAR WITH FINE TEA.
GUY WROTE ME BACK AND SAID
THAT'S REALLY NICE, BUT WE DON'T
SELL TEA TO PEOPLE WE DON'T
KNOW.
I HAD TO GET ON A PLANE AND FLY
TO HAMBURG.
I SPENT THREE-DAYS WITH HIM.
THAT RELATIONSHIP ENDED UP BEING
THE KEY RELATIONSHIP THAT
FINANCED ALMOST ALL OF THE
GROWTH IN THE COUNTRY.
IT'S REALLY AMAZING.
SHOWING UP IT IS CRITICAL.
I LIKE THE NOTION OF
CULTIVATION.
CULTIVATION IS AN ACTIVE ONGOING
PROCESS, IT CHANGES WITH THE
SEASONS.
IT ALSO REALLY VALUES
RECIPROCITY.
THINK ABOUT CULTIVATION IS ABOUT
RECIPROCITY AND RELATIONSHIP,
AND IN CONTRAST TO SAY
TRANSACTION.
THINK JUST HOW HABITUALLY WE
HAVE ENTERED INTO A LIVELIHOOD
OR A LIFE OF TRANSACTIONS, YOU
KNOW, WHETHER WE ARE ORDERING
SOMETHING ONLINE OR CLICKING TO
FIND SOMEBODY FOR A LIFE OR
WHATEVER.
THINGS HAVE BECOME
TRANSACTIONAL.
I THINK WE KIND OF HAVE TO FIGHT
THAT AND FOCUS ON RELATIONSHIPS.
FINALLY PERSIST.
YOU HAVE TO BE PERSISTENT.
YOU HAVE TO BE PATIENT.
BUT YOU HAVE TO KEEP TRYING AND
YOU HAVE TO KEEP FIGURING OUT
HOW YOU ARE GOING TO END UP IN
ORBIT.
ALL OF A SUDDEN SERENDIPITOUSLY
SOMETHING IS GOING TO HAPPEN
THAT YOU DON'T EVEN EXPECT.
ALL OF THE SUM TOTAL OF ALL OF
THE EFFORTS WILL HAVE SORT OF
COMPELLED IN YOUR FAVOR TO
CREATE AN OPPORTUNITY THAT YOU
DIDN'T EVEN KNOW EXISTED FOR
YOU.
OKAY?
NEXT WEEK FINAL WEEK WE HAVE A
VERY SPECIAL GUEST, ONE OF ALI
KELLEY'S GOOD FRIENDS.
SAM KASS WAS THE PRESIDENT AND
MICHELLE OBAMA'S CHEF AND WAS
THE POLICY DEVISER AND DIRECTOR
OF THE "LET'S MOVE" PROGRAM OUT
OF WASHINGTON.
NOW HE IS AN ENTREPRENEUR.
HE IS DOING A LOT OF DIFFERENT
THINGS.
HE IS ONE OF THE MOST
INTERESTING PEOPLE AND
FASCINATING PEOPLE AND HAS HAD A
LOT OF REALLY UNIQUE INSIGHTS
INTO WHAT'S GOING ON IN THE FOOD
MOVEMENT.
HE WILL BE OUR FINAL GUEST NEXT
WEEK.
WITHOUT FURTHER ADIEU, THIS WEEK
I AM REALLY, REALLY THRILLED TO
WELCOME TWO ALUMS, AS I
MENTIONED ALI KELLEY WILL BE OUR
FIRST SPEAKER.
ALI IS A RECENT GRAD FROM THE
HAAS SCHOOL WHERE SHE GOT HER
MBA.
NOW SHE IS WORKING WITH ANNIE'S
HOME GROWN LOCALLY.
SHE WORKS CLOSELY WITH ANOTHER
HAAS ALUM JOHN FORAY SOME OF YOU
MAY HAVE HEARD HIM SPEAK.
HE'S A VERY INSPIRING CEO.
ANOTHER MEMBER OF THE BERKELEY
ALUMNI CLUB IN FOOD.
WITHOUT FURTHER ADIEU PLEASE
WELCOME ALI KELLEY TO TELL US
ABOUT THE POWER OF PURPOSE IN
BRANDS.
- SO AFTER THAT REALLY
COMPELLING TALK ON ORBITZ, I AM
INSPIRED TO JUST TELL STORIES
ABOUT ORBITZ FOR THE NEXT 20
MINUTES, BUT IT IS BECAUSE I WAS
IN ORBITZ WHILE I WAS A STUDENT
HERE THAT I AM HERE TODAY.
I HAVE BENEFITED FROM BOTH OF
THOSE ORBITZ.
I ENCOURAGE YOU TO FOLLOW WILL'S
I THINK VERY PERTINENT AND CLEAR
ADVICE THERE.
I AM A GRADUATE OF THE HAAS
FULL-TIME MBA PROGRAM CLASS OF
2015.
SO IT REALLY WAS NOT LONG AGO
THAT I WAS SITTING HERE IN THESE
SEATS.
ACTUALLY THE CLASS WAS SOMEWHERE
ELSE WHEN I TOOK IT.
ON A PERSONAL NOTE, BEFORE I
BEGIN, THIS CLASS IS REALLY NEAR
AND DEAR TO MY HEART.
I TOOK IT WITH A MAN WHO AT THE
TIME WAS MY FRIEND AND IS NOW MY
FIANCEE.
HE IS HERE IN THE AUDIENCE.
I WON'T EMBARRASS HIM.
WE ARE GETTING MARRIED IN
SEPTEMBER, AND HE IS WONDERFUL.
WATCH WHO YOU ARE SITTING NEXT
TO.
YOU NEVER KNOW WHAT MIGHT
HAPPEN.
A VERY ROMANTIC CLASS.
I AM IN BRAND MARKETING AT
ANNIE'S WHICH IS BASED IN
BERKELEY.
I WILL TELL YOU ALL ABOUT
CHEDDAR BUNNIES.
I WILL TELL YOU ABOUT THE POWER
OF BRAND PURPOSE AND HOW WE HAVE
GROWN FROM A MAC AND CHEESE
COMPANY TO A SEVERAL HUNDRED --
SEVERAL HUNDRED MILLION DOLLAR
BUSINESS.
POWER OF BRAND PURPOSE GROWS
WITHOUT COMPROMISE.
I THINK WE HEAR THIS TERM A LOT
THESE DAYS, MISSION DRIVEN
BUSINESS, MISSION DRIVEN
COMPANY, RIGHT, BUT WHAT DOES
THAT REALLY MEAN?
WE SAY THAT A BRAND'S PURPOSE OR
MISSION IS A DECLARATION OF WHAT
A BRAND BELIEVES AND WHY IT
EXISTS IN THE WORLD.
SO IT IS NOT ABOUT WHAT A BRAND
OR BUSINESS PROVIDE, IT'S ABOUT
WHY THEY PROVIDE IT AND WHY THEY
EXIST.
THIS IS MOST OFTEN USED IN THE
CONTEXT OF SUSTAINABILITY AND
SOCIALISM PACT.
IT CAN ALSO GO BEYOND THAT.
THE BUT TODAY THAT'S THE FOCUS.
IN OUR CASE IT'S REALLY
SUSTAINABILITY.
WHY DOES MISSION MATTER?
SIMPLY PUT, BRAND'S MISSION IS
REALLY ITS NORTH STAR.
IT IS REALLY WHAT GUIDES ITS
DECISIONS AND WHAT DRIVES THE
BUSINESS FORWARD.
A TRILLION MISSION DRIVEN BRAND
IS A POSITIVE FEEDBACK LOOP.
MISSION IS INTEGRAL TO THE
BUSINESS MODEL AND AS THE
BUSINESS GROWS THE IMPACT
SCALES.
THIS IS THE CONCEPT YOU HAVE
HEARD OF, THE TRIPLE BOTTOM
LINE.
IT IS A POSITIVE RELATIONSHIP
BETWEEN PEOPLE, PLANET AND
PROFIT AND THOSE IMPACTS.
THAT IS VERY MUCH WHAT WE DO AT
ANNIE'S.
MISSION ALSO BUILDS MEANINGFUL
CONNECTIONS WITH THE BRAND
STAKEHOLDERS.
CONSUMER, EMPLOYEES, OTHER KEY
PARTNERS.
MISSION IS REALLY THE REASON TO
BELIEVE.
IT IS THE SOURCE OF AUTHENTIC
RELATIONSHIPS WITH THOSE PEOPLE.
AND I THINK THAT INCREASING
MISSION IS BECOMING AN IMPORTANT
DIFFERENTIATOR LIKE COMPETITIVE
INDUSTRIES LIKE FOOD FOR
INSTANCE WHERE A LOT OF PEOPLE
ARE OFFERING REALLY SIMILAR
PRODUCTS.
WHY BECOMES INCREASINGLY
IMPORTANT.
FOR US AT ANNIE'S THAT'S BECOME
ESSENTIAL TO OUR GROWTH.
THIS ON THE RIGHT IS FROM THE
HARVARD BUSINESS REVIEW.
THIS SHOWS MOST COMPANIES WHO
CONSIDER THEMSELVES MISSION
DRIVEN ARE PURPOSE PRIORITIZERS
ARE SEEING DOUBLE DIGIT GROWTH,
WHICH IS IMPRESSIVE.
MISSION IS TO CULTIVATE A
HAPPIER HEALTHIER WORLD BY
SPREADING GOODNESS THROUGH
NOURISHING FOODS, HONEST WORDS
AND CONDUCT THAT IS CONSIDERATE
AND FOREVER KIND TO THE PLANET.
WE HAVE BEEN LIVING OUR MISSION
SINCE 1989.
ANNIE STARTED IN THE BOSTON AREA
IN 1989.
ANNIE'S PRODUCT WAS A NATURAL
MAC AND CHEESE.
RAISE YOUR HAND?
HOW MANY OF YOU HAVE TRIED
ANNIE'S MAC AND CHEESE.
OKAY.
THAT'S PRETTY GOOD.
SO ANNIE IN THE BEGINNING WAS
REALLY FIGHTING FOR EVERY BOX
SHE SOLD LITERALLY DISTRIBUTING
MAC AND CHEESE OUT OF THE BACK
OF HER TRUCK.
WE HAVE GROWN A LOT.
WE WENT PUBLIC IN 2012 AND 2014
WE WERE ACQUIRED GENERAL MILLS.
THROUGH OUT THAT PATH OF
EVOLUTION AND CHANGE, WE HAVE
REALLY STAYED TRUE TO OUR
MISSION IN OUR OFFICE AND IN OUR
PROGRAMS AND PARTNERSHIPS THAT
WE HAVE USED TO ADVANCE, LIKE I
SAID NOURISHING WORDS AND
SUSTAINABLE BUSINESS PRACTICES.
THESE ARE SOME OF THE HIGHLIGHTS
WHICH I WILL TALK MORE ABOUT
LATER.
WE ARE DEDICATED REALLY TO
ADVANCING THE NEXT GENERATION OF
SUSTAINABLE FARMERS.
TO THAT END WE HAVE DIFFERENT
PROGRAMS LIKE GRANTS FOR GARDENS
AND OUR AG SCHOLARSHIP PROGRAM
WHICH FUNDS AGRICULTURAL
RESEARCH THAT ARE GETTING AT
THAT END.
WE WON SUSTAINABILITY AWARDS.
WE ARE LEAD GOLD CERTIFIED AND
THE PATH VERY MUCH CONTINUES.
WHEN WE THINK ABOUT
SUSTAINABILITY, WE REALLY VIEW
IT IN THE CONTEXT OF THE BROADER
FOOD SYSTEM.
WE MAKE DECISIONS BASED ON THEIR
IMPACT ON PEOPLE, PLANET AND
PROFIT.
WE SEEK TO SPREAD POSITIVE
IMPACT ACROSS THE BOARD FROM
FARC TO FORK.
IT SHOWS SUPPLY CHAIN BROKEN
DOWN.
GREATEST OPPORTUNITY IS TO HAVE
A IMPACT.
THAT IS MATERIAL PRODUCTION OR
INGREDIENTS.
THIS IS REALLY THE BIGGEST LEVER
FOR CHANGE.
IN GENERAL WE HAVE THREE MAIN
STRATEGIES THAT WE ARE USING TO
PUSH OUR SUSTAINABILITY AGENDA.
DESIGNING BETTER FOOD INSPIRING
CONSUMERS AND LEADING BY
EXAMPLE.
I MENTIONED INGREDIENTS ARE OUR
BIGGEST LEVER FOR CHANGE.
OUR PRIMARY INGREDIENTS WHICH
ISN'T SURPRISING IS WHEAT AND
DAIRY.
WITHIN ALL OF OUR SOURCING WE
ARE PRIMARILY FOCUSED ON
ORGANIC.
YOU GUYS HAVING TAKEN THIS CLASS
PROBABLY UNDERSTAND ORGANIC VERY
WELL.
BUT IT IS FUNDAMENTALLY A
HOLISTIC, SUSTAINABLE
AGRICULTURAL SYSTEM BASED ON THE
PHILOSOPHY THAT EVERYTHING IS
CONNECTED.
NATURE KNOWS BEST.
IT IS REALLY A WAY OF MAKING
CONNECTIONS BETWEEN HEALTHY
PEOPLE, HEALTHY PLANET, THE FOOD
WE EAT, THE WAY WE LIVE THAT IS
ORGANIC.
ORGANIC STANDARD ITSELF AS YOU
PROBABLY KNOW IT IS ABOUT NO
GMO'S PESTICIDES, FERTILIZERS,
TOXIC CHEMICALS.
IT IS ABOUT LEADING THE WORLD TO
A BETTER PLACE SOIL TO HABITAT
CONSERVATION.
WE ARE MAKING ORGANIC FOR EVERY
BUNNY.
EVERYTHING WE DO HAS A BUNNY
THEME AS YOU WILL PICK UP LATER
IN THE PRESENTATION.
ORGANIC FOR EVERYBODY MEANS TWO
THINGS.
NUMBER ONE MAKING GREAT TASTING
ORGANIC FOODS MORE ACCESSIBLE.
NUMBER TWO EXPANDING ORGANIC
ACREAGE.
THIS MIGHT BE A SURPRISE TO SOME
OF YOU WITHOUT YOUNG KIDS, BUT
WE HAVE GROWN A LOT.
SO LIKE I SAID, IN 1989 WE
STARTED WITH OUR NATURAL MAC AND
CHEESE, AND TODAY WE ARE IN OVER
15 CATEGORIES WITH OVER -- I AM
SORRY.
WE ARE IN 15 CATEGORIES WITH
OVER 300 PRODUCTS.
AS YOU CAN SEE RIGHT NOW IT
INCLUDES CEREAL, YOGURT, WE HAVE
ORGANIC SANDWICH COOKIES OR
OREOS AND WE HAVE BAKED CINNAMON
ROLLS, ORGANIC TOASTER PASTRIES
AND POP-TARTS.
LIST GOES ON.
WE ARE PROUD OF WHAT WE ARE
DOING TO BRING MORE ORGANIC
FOODS TO MORE PEOPLE.
LAST YEAR 88 PERCENT OF OUR
SALES CAME FROM ORGANIC
PRODUCTS, WHICH INCLUDES BOTH
MADE WITH ORGANIC AND CERTIFIED
ORGANIC.
OTHER PIECE OF THIS AS I SAID IS
WORKING TO EXPAND ORGANIC
FARMLAND.
WHEAT AND DAIRY ARE OUR PRIMARY
INGREDIENTS.
WITH THOSE AND OTHER INGREDIENTS
COMBINED WE SOURCE 200 MILLION
POUNDS OF ORGANIC INGREDIENTS
OVER THE LAST FIVE YEARS.
LAST YEAR 60 MILLION POUNDS,
WHICH IS A 30 PERCENT INCREASE
OVER THE PREVIOUS YEAR.
THIS IS SOMETHING WE ARE PROUD
OF AND HOPING TO MAKE STRIDES.
YOU GOES KNOW, THEY ARE PRIMARY
CHEESE PROVIDERS.
WE ANNOUNCED A PARTNERSHIP TO
INCREASE ORGANIC ACREAGE ACROSS
20 DAIRY FARMS FOR 3,000 NEW
ORGANIC ACRES.
AS WE GROW AND AGAIN YOU HAVE
TALKED ABOUT THIS IN THIS CLASS
OUR CONTEXT IS CHANGING.
CONSUMERS ARE DEMANDING MORE
TRANSPARENCY, MORE AUTHENTICITY
THEY WANT MORE VISIBILITY WHERE
THEIR FOODS ARE FROM AND HOW
THEY ARE MADE.
THEY ARE SEEKING LESS PROCESS
MORE NUTRIENT DENSE FOODS AND
THE LIST OF FOOD TRENDS
CONTINUES.
IN GENERAL CONSUMERS ARE MORE
INFORMED AND BETTER ENGAGED --
MORE INFORMED AND ENGAGED THAN
EVER BEFORE WHICH IS ULTIMATELY
A REALLY GOOD THING.
OTHER PIECE OF COMPETITION.
ARGUABLY IN THE 90'S WHEN WE
WERE JUST GETTING STARTED WE
WERE KIND OF THE ONLY GAME IN
TOWN.
THERE WEREN'T MANY BRANDS
PROVIDING NATURAL ORGANIC FOOD
TO KIDS.
NOW THAT'S NO LONGER THE CASE.
AS YOU KNOW, THERE ARE ANY
NUMBER OF BRANDS MAKING REALLY
GREAT NATURAL PRODUCTS.
ONE IS THE CONVENTIONAL BRANDS
THAT ARE CLEANING UP INGREDIENTS
LIKE KRAFT MAC AND CHEESE TAKING
OUT ARTIFICIAL FLAVORS AND
COLORS.
THERE'S A LOT OF PRIVATE LABEL
NATURAL AND ORGANIC BRANDS.
YOU THINK ABOUT A SAFE WAY,
KROGER, WAL-MART, TARGET, THEY
ALL HAVE THEIR OWN IN STORE
BRANDS.
THEY CAN MAKE NATURAL AND
ORGANIC FOODS PRETTY
INEXPENSIVELY.
THIRD PIECE IS ALL OF THESE
SMALL DISRUPTIVE PLAYERS.
THEY ARE CHOMPING AT OUR ANKLES
OFFERING COOL PRODUCTS WITH
PRETTY COOL BRAND STORIES.
THAT'S THE COMPETITIVE LANDSCAPE
WE ARE IN.
RETAIL LANDSCAPE IS CHANGING
ALSO.
I DON'T KNOW HOW MANY OF YOU GO
ONLINE TO BUY GROCERIES, BUT
ONLINE GROCERY SHOPPING RIGHT
NOW IS 4 PERCENT OF TOTAL
GROCERY SALES.
IT IS PROJECTED TO INCREASE 20
PERCENT BY 2025.
THIS IS OBVIOUSLY DRIVEN BY
AMAZON AND THEN WAL-MART AND
ALSO STORES LIKE SAFE WAY AND
KROGER HAVE THEIR OWN DELIVERY
SERVICES.
THEIR OWN DELIVERY SERVICES LIKE
JET WHO ARE ALSO PURELY ONLINE.
THAT CHANGES THE WAY WE
INTERCEPT WITH CONSUMERS.
HOW DO WE MAKE THE AUTHENTIC
CONNECTION THROUGH A SCREEN?
IS ALL OF THIS TO SAY OUR
MISSION NOW WE THINK IS MORE
IMPORTANT THAN EVER BEFORE.
WHAT DOES MISSION MEAN AT
GENERAL MILLS?
YOU MIGHT WONDER HOW IT SORT OF
PLAYS OUT FOR US AT GENERAL
MILLS.
GENERAL MILLS DID ALMOST
$17 BILLION IN SALES.
GENERAL MILLS BRANDS INCLUDES
CHEERIOS, PILLSBURY, ICONIC
BRANDS, WE ARE PART OF THAT
FAMILY AND PROUD OF THAT I WILL
SAY.
WHEN WE ACQUIRED IN 2014 THE
SENTIMENT WAS NOT POSITIVE.
WE GOT 30,000 FACEBOOK COMMENTS
JUST AROUND THE ACQUISITION AND
12,000 OF THOSE JUST ON THE
FIRST POST.
GENERALLY THE SENTIMENT WAS NOT
SUPER ENCOURAGING.
YOU GUYS CAN'T READ THIS.
I AM GOING TO READ AN EXCERPT
WHICH IS CHARACTERISTIC OF A LOT
OF THE COMMENTS WE RECEIVED.
MAJORITY OF PEOPLE THAT LOVE THE
PRODUCTS WILL STOP PURCHASING
THEM.
DO YOU GUYS SERIOUSLY HAVE TO
SELL OUT?
I KNOW YOU LIKE BEING HONEST BUT
ENJOY BEING MILLIONAIRES.
THAT HE IS WHAT WE FACED FOR
SEVERAL MONTHS AFTER THE
ACQUISITION.
WE CONTINUE TO REFUTE THAT AND
SAY WE ARE BETTER TOGETHER.
HERE'S WHY.
THIS IS THE POSITIVE FEEDBACK
THAT I MENTIONED UP FRONT.
THIS IS HOW IT PLAYS OUT FOR US.
WE ARE ON A MISSION TO PROVIDE
ORGANICS FOR EVERYBODY.
THIS IS THE SUPPLY AND DEMAND
SIDE OF THAT.
WITH GENERAL MILLS RESOURCES AND
SUPPLY CHAIN WE CAN MAKE MORE
ORGANIC PRODUCTS.
OUR PORTFOLIO EXPANDED WE CAN
GET MORE PEOPLE MORE ACCESS AND
ULTIMATELY MORE VISIBILITY.
WITH MORE PEOPLE CHOOSING
ANNIE'S WE ARE HAVING GREATER
COMMUNITY IMPACT, AND ALL OF
WHICH IS DRIVEN BY MORE ORGANIC
ACREAGE.
THIS IS THE POSITIVE FEEDBACK
CYCLE WE ARE IN, WHICH IS JUST
FUELED BY THE SUPPORT AND
RESOURCES WE NOW HAVE FROM
GENERAL MILLS.
DOES THIS SOUND LIKE TOO GOOD TO
BE TRUE, BIG COMPANIES BUY SMALL
COMPANIES, SMALL COMPANIES KEEP
ITS MISSION?
EVERYBODY IS HAPPY AND WE ARE
GROWING LIKE NEVER BEFORE.
THAT'S BASICALLY WHAT I JUST
TOLD YOU.
IF YOU ARE SAYING HOLD UP, HOW
DO YOU DO THAT?
THAT'S A TOTALLY FAIR REACTION.
SO I NOW HAVE TO TELL YOU JUST
SHARE A FEW TIPS FROM OUR PLAY
BOOK.
THIS IS A RABBIT NAMED KEVIN WHO
PLAYED IN OUR BUNNY BOLE WHICH
WE HOSTED AROUND SUPER BOWL
TIME.
THESE ARE 10 TIPS FOR STAYING
TRUE TO YOUR MISSION DESPITE
RAPID CHANGE.
SO, THE FIRST TIP IS NEVER
COMPROMISE.
OUR PRODUCTS REPRESENT A SACRED
PACT BETWEEN OUR BRAND AND OUR
CONSUMERS.
WE WON'T MAKE ANY DECISIONS THAT
AFFECTS OUR CONSUMER'S TRUST.
IF YOU HAVE EVER SEEN ONE OF OUR
PRODUCTS IT HAS THE MADE WITH
GOODNESS BANNER THAT IS SYMBOLIC
OF OUR INGREDIENT STANDARDS.
WE DON'T USE ARTIFICIAL
INGREDIENTS, FLAVORS,
PRESERVATIVES, NO GMO'S, NO HIGH
FRUCTOSE CORN SYRUP AND THE LIST
GOES ON AND ON OF ADDITIVES WE
DON'T ALLOW IN OUR FOODS.
WE SEEK THE BEST INGREDIENTS WE
CAN FIND WHICH IS OF OH TEN
DIFFICULT AND COSTLY AS YOU CAN
IMAGINE.
WE ARE VERY, VERY STRICT ON
LABELLING STANDARDS WHEN IT
COMES TO EVEN TRACE INGREDIENTS
AND ALLERGENS AND NUTRITIONALS.
WE PARTNER WITH A LOT OF THIRD
PARTY VERIFYING BODIES TO ENSURE
ACCURACY THERE.
SECOND TIP FROM OUR PLAY BOOK IS
DO THE RIGHT THING.
THIS MIGHT SOUND CLICHE.
I AM GOING TO TELL YOU A STORY
TO ILLUSTRATE THE POINT.
RULE HERE IS OUR CONSUMERS COME
FIRST ALWAYS.
WHAT I SAID ON THE FIRST SLIDE.
LAST YEAR WE HAD TO PUT THIS
PLAY INTO PRACTICE WHEN A
QUALITY ISSUE AROSE ON OUR BUNNY
GRAM BUSINESS.
IN LATE NOVEMBER WE STARTED
RECEIVING CONSUMER COMPLAINTS OF
A PAINT LIKE ODOR AND A SORT OF
WOODY TASTE IN OUR BUNNY GRAHAMS
WHICH IS KID'S FIRST SOLID FOOD.
THEY ARE BITE SIZED AND CUTE AND
EASY TO EAT.
WE HEARD CONSUMERS THAT THERE
WERE THESE WEIRD ODORS AND TASTE
COMING FROM THE BUNNY GRAHAM
BOXES.
THIS IS CLASSIC SYMPTOMS OF
RANCIDITY WHICH IS ACCELERATED
AGING THAT CAN OCCUR IN WHOLE
GRAIN PRODUCTS AS THEY APPROACH
THEIR EXPIRATION DATE OR THEY
ARE EXPOSED TO HEAT.
AS WE LOOKED AT THE ROOT CAUSE
THE COMPLAINTS KEPT COMING IN
AND COMING IN.
BY JANUARY SEVERAL HUNDRED
CONSUMERS HAD CALLED OR E-MAILED
US WITH THE COMPLAINTS.
THEY RAISED THINGS LIKE THIS IS
REALLY INCONVENIENT.
WE HAD TO BUY A DIFFERENT BOX OF
SNACKS TO YOU ARE POISONING MY
CHILDREN WITH TOXIC CHEMICALS, I
HATE YOU.
I WILL NEVER BUY YOUR PRODUCTS
AGAIN.
THIS IS LIKE THIS INFLUX OF
CONSUMER FEEDBACK.
WE WERE SORT OF WORKING QUICKLY
BEHIND THE SCENES TO SEE WHAT
WAS ACTUALLY CAUSING THIS
REACTION.
WHAT WE DID WAS USE THE BEST BUY
DATES FROM THE BOXES AS YOU HAVE
SEEN TO TRACE THE PRODUCTS BACK
TO CERTAIN WHAT IS CALLED LOCK
HOSTS WHERE AND WHEN THEY WERE
PRODUCED.
WE WERE ABLE TO ISOLATE THE
ISSUE TO SOME FLOUR THAT HADN'T
BEEN STORED PROPERLY AND CAUSED
A RANCID REACTION.
BUT BECAUSE THE INCIDENT OF THIS
RANCIDITY WAS SO SPORADIC IT
OCCURRED OVER FOUR MONTHS WE
DIDN'T WANT TO EXPOSE ANY
CONSUMERS TO THE BAD BOXES.
NO HEALTH OR SAFETY ISSUES, JUST
AN UNPLEASANT EXPERIENCE.
WE ENDED UP TAKING ALL OF THIS
PRODUCT OFF THE MARKET, FOUR
MONTHS WORTH OF PRODUCT.
THAT'S LIKE IF YOU GO INTO A
GROCERY STORE YOU SEE WHAT IS
CALLED AN OUT OF STOCK ON SHELF,
NO PRODUCT THERE, THAT WAS US.
THAT WAS US FOR A FEW WEEKS.
IT WAS REALLY EXPENSIVE AND
REALLY EMBARRASSING, BUT WE DID
IT BECAUSE THAT WAS THE RIGHT
THING TO DO FOR OUR CONSUMERS.
WITHIN A COUPLE OF MONTHS OF
THAT ANNOUNCEMENT WE WENT BACK
TO OUR CONSUMERS SPECIFICALLY
THE ONES WHO HAD WRITTEN US AND
SAID HEY, WE ARE GOING TO MAKE
GOOD ON THIS.
WE ARE GOING TO UPGRADE THE
PRODUCT FROM A MADE WITH, 70
PERCENT ORGANIC TO CERTIFIED
ORGANIC.
95 PERCENT OR MORE.
WE CHANGED THE FORMULA TO AVOID
THIS ISSUE FROM HAPPENING AGAIN.
PRIOR TO THE LAUNCH OF THE NEW
PRODUCT WE WROTE A LETTER FROM
PRESIDENT JOHNS, ALL OF THESE
CONSUMERS AND MAILED THEM THE
NEW PRODUCT.
RESPONSE WAS UNANIMOUSLY
POSITIVE.
THAT'S SOMETHING THAT IT SEEMED
AT THE TIME IT WASN'T THE RIGHT
THING TO DO FOR THE BUSINESS BUT
THERE'S NO QUESTION TO US THAT
WE HAD TO PROTECT THAT CONSUMER
TRUST AND RELATIONSHIP.
OTHER TRADE-OFFS WERE NEGLIGIBLE
FOR US.
THAT WAS A LONG ONE.
THIS ONE IS QUICKER.
TIP NUMBER 3 IS FOCUS.
THREE CLEAR THINGS HERE.
NUMBER ONE, KNOW YOUR CONSUMER.
HAVE A CLEAR STRATEGY AND
IDENTIFY WHAT WE CALL UNMET
NEEDS.
SO THE ANNIE'S CONSUMER, WE ARE
VERY FOCUSED ON THE MILLENNIAL
MOM OR PARENT WITH KIDS IN THEIR
HOUSEHOLD UNDER THE AGE OF 12.
THEY TYPICALLY HAVE SOME DEGREE
OF HIGHER EDUCATION AND ABOVE
AVERAGE INCOME AND SHE IS
WILLING TO PAY MORE FOR PREMIUM
NATURAL AND ORGANIC FOODS.
OUR STRATEGY IS TO SOLVE THE
TENSION BETWEEN PARENTS AND
KIDS.
SO WE MAKE PRODUCTS THAT MOMS
APPROVE OF AND KIDS REQUEST.
SHORTHAND FOR THAT IS UNJUNKING
KID CLASSICS.
YOU SEE HOW THAT CAN APPLY TO A
CLASSIC MAC AND CHEESE OR MANY
OF OUR OTHER PRODUCTS, FRUIT
SNACKS, COOKIES, CHEDDAR
BUNNIES, ET CETERA.
THIS IDEA OF UNMET NEEDS, IT IS
REALLY UNDERSTANDING YOUR
CONSUMER'S LIVES AND WHERE YOU
CAN FIT INTO THEM.
UNDERSTANDING THE JOB THAT YOU
DO FOR THEM OR THE PROBLEM THAT
YOU SOLVE VERSES STARTING WITH
PRODUCT ATTRIBUTES.
JOB WOULD BE I NEED A MESS FREE
SNACK FOR MORNING COMMUTES.
THEN THERE'S ANY NUMBER OF
PRODUCTS THAT MEET THAT JOB.
IT IS DIFFERENT FROM AN
INNOVATIVE PERSPECTIVE, I AM
GOING TO DESIGN A CREAMY MAC AND
CHEESE WITH CURLY NOODLES.
THAT DOESN'T REALLY IMPLY ANY
CONSUMER EMPATHY.
AGAIN OUR STRATEGY IS TO UNJUNK
KID'S REQUESTS.
ON THE LEFT YOU SEE SOME OF THE
CATEGORIES WHERE THE STRATEGY
WORKS AND ON THE RIGHT YOU SEE
WHERE IT DOESN'T WORK.
ANNIE'S CAN'T REALLY DO THAT
CREDIBLY.
IT IS OFTEN NOT SOMETHING THAT
OUR CONSUMER WOULD NECESSARILY
SEE FOR THEIR KIDS.
KETTLE CHIPS, GREAT PRODUCT.
I EAT THESE ALL OF THE TIME.
NOT SUPER POPULAR WITH OUR
CONSUMER.
BABY CARROTS.
IT WOULD BE GREAT IF CONSUMERS
EAT BABY CARROTS BUT WE ARE NOT
IN THE FRESH PRODUCE.
HERE'S WHAT WE USE TO GUIDE THE
STRATEGY.
- NUMBER 4, YOU KNOW THAT WE ARE
ACTIVE AND WE USE SOCIAL MEDIA
REALLY TO COMMUNICATE DIRECTLY
AND WITH A LOT OF I THINK
KINDNESS AND EMPATHY WITH OUR
CONSUMERS.
THIS IS ONE EXAMPLE, AND I WILL
TELL THE STORY QUICKLY.
IT IS REALLY POWERFUL.
IN JANUARY A FATHER WROTE TO US
AND SAID THAT HIS 7-YEAR-OLD
DAUGHTER ARDON WAS GOING THROUGH
LEUKEMIA TREATMENTS AND SHE ONE
MORNING, INSTEAD OF BRINGING HER
STUFFED ANIMAL TO HER TREATMENT
SHE CHOOSE TO BRING A BOX OF
ANNIE'S MAC AND CHEESE.
HE POSTED THAT ON OUR WALL.
WE WROTE BACK AND SAID HEY LET
US SEND YOU ARE SOME PRODUCT.
WE ARE SO MOVED THIS.
WISHING ARDEN ALL THE BEST.
OUR PRESIDENT JOHN WEIGHED IN
AND SAID HOW HIS SON WHO IS NOW
17 WAS A LEUKEMIA SURVIVOR.
HE HAD LEUKEMIA AT AGE 3 AND GOT
THROUGH THE EXPERIENCE WITH MAC
AND CHEESE AND WATCHING A LOT OF
BARNEY ON TV.
JOHN WAS ABLE TO REALLY CONNECT
WITH THAT CONSUMER.
I THINK IT'S REALLY EXCEPTIONAL
THAT A COMPANY PRESIDENT IS
ALWAYS ON OUR SOCIAL MEDIA AND
HAVING THESE CONVERSATIONS WITH
OUR CONSUMERS.
THIS IS ONE OF MANY EXAMPLES.
NUMBER FIVE, THE LEARNING MIND
SET.
IN OUR INDUSTRY FAILURE IS
INEVITABLE.
NOT EVERYTHING IS GOING TO WORK.
IT MATTERS HOW YOU REACT TO IT.
THIS IS TRUE IN LIFE ARGUABLY.
THESE ARE TWO EXAMPLES OF
PRODUCTS THAT HAVEN'T WORKED
VERY WELL FOR US.
FIRST -- I DON'T ACTUALLY EVER
SEE THIS ON THE SHELF.
IT IS A FROZEN PIZZA WITH MAC
AND CHEESE ON TOP.
TURNS OUT PEOPLE LIKE THESE
FOODS SEPARATELY.
THEY DON'T REALLY LIKE THEM
TOGETHER.
THAT PRODUCT NO LONGER EXISTS.
THE SECOND ITEM THE KETTLE
BUNNY, IF YOU HAVE SEEN OUR
CRACKERS AND COOKIES, THEY COME
IN THESE 7 OUNCE BOXES.
WE THOUGHT, WELL, HEY, OUR MOMS
ARE ALWAYS TAKING OUR CRACKERS.
THEY ARE JUST STUFFING THEM IN
THEIR PURSES AND TAKING INNER
BAGS AND PUTTING THEM IN THE
PURSES AND EATING THEM AS ON THE
GO SNACK FOODS.
LET'S MAKE THEM A SMALLER BAG.
WOULDN'T THAT BE GREAT.
WE DID.
IT TURNS OUT THAT A FEW
UNEXPECTED OUTCOMES SORT OF CAME
WITH THIS.
ONE WE LOST A LOT OF PRESENCE ON
THE SHELF.
IT IS EASIER TO SEE A BOX THAN
IT IS THIS TINY BACK.
YOU GO TO THE STORE AND LOOK FOR
ANNIE'S CRACKERS YOU MIGHT NOT
FIND THEM BECAUSE THEY ARE
LITERALLY PUSHED TO THE BACK OF
THE SHELL OF.
ANOTHER CONSUMER BEHAVIOR WE
LEARNED ABOUT IS THE MOMS
PREFERRED TO PACK THEIR OWN ZIP
LOCKS OF CRACKERS.
THEY DIDN'T NEED US TO DO THE
BAG.
INSIGHT WITH THAT, PEOPLE WITH
MORE THAN ONE KIDS ARE SEEKING
VALUE.
THEY WANTED THE BIGGER BOXES
THAT WOULD LAST THEM LONGER IN
THE WEEK.
IN RETROSPECT THAT'S THE
STRATEGY AND WE ARE GOING BACK
TO BOXES.
STAY POSITIVE.
THIS IS ABOUT JOHN OUR PRESIDENT
WHO HAS BEEN WITH THE COMPANY
SINCE 2000.
HE WAS A 94 HAAS GRAD.
JOHN COULDN'T BE HERE BECAUSE
HE'S IN MINNEAPOLIS AT AN
IMPORTANT MEETING AT
HEADQUARTERS, BUT HE HAS GUIDED
THE COMPANY THROUGH SO MUCH
CHANGE AS YOU SAW FROM OUR TIME
LINE AND IS RELENTLESSLY
DEDICATED TO THE MISSION.
HE'S POSITIVE IT, HE'S KIND.
HE RECOGNIZES GOOD WORK.
HE'S THE MOST INSPIRING LEADER I
HAVE EVER WORKED FOR AND MAYBE
WILL, AND A LOT OF THAT IS
BECAUSE OF HIS POSITIVE
ATTITUDE.
I AM RUNNING OUT OF TIME SO I AM
GOING TO BE CONCISE ON THIS ONE.
WE ARE INVOLVED IN MANY
ORGANIZATIONS INCLUDING FEEDING
AMERICA AND FOOD CORE AND OTHERS
THAT ARE COMMITTED TO OUR SAME
MISSION OF SUSTAINABILITY AND
NOURISHING FOOD.
WE PARTNER WITH EM THIS ON A
NUMBER OF LEVELS FROM FUNDING TO
INDUSTRY ADVOCACY AND WE ALSO DO
A LOT OF IN PERSON VOLUNTEER
EVENTS.
I MENTIONED YOU WOULD SEE A LOT
OF BUNNIES IN THIS PRESENTATION.
EASTER IS, BY THE WAY, OUR
BIGGEST SEASON.
BOTH CULTURALLY AND OUR BUSINESS
BECAUSE OF THE BUNNY THEME.
THIS IS NOT UNCOMMON TO SEE
PEOPLE WEARING BUNNY EARS.
THIS IS OUR EXECUTIVE TEAM.
THERE ARE 10 OF US IN THE
BERKELEY OFFICE AND BECAUSE OF
THAT WE FEEL LIKE A TIGHT KNIT
FAMILY.
FOR THOSE OF YOU GOING ON TO THE
WORKING WORLD IT IS A COOL
EFFECT TO BE IN A POST COMMUNITY
LIKE THAT.
MANY PEOPLE DON'T KNOW THAT
GENERAL MILLS IS THE FOURTH
LARGEST PRODUCER OF NATURAL AND
ORGANIC FOODS.
ALL OF THESE ARE GENERAL MILLS
BRANDS AND THIS IS OUR BROADER
FAMILY BACK IN MINNEAPOLIS WHERE
GENERAL MILLS IS BASED.
REMEMBER WHERE YOU CAME FROM.
CHANGE BEGINS WITH A VISION.
THIS IS ANNIE LITERALLY PACKING
BOXES OF PRODUCT PROBABLY IN THE
EARLY 90'S.
CHANGE TAKES A COMMUNITY TO MAKE
IT HAPPEN.
THIS PERSON ON THE RIGHT IS RON
FINLEY WHO IS KNOWN AS THE
GANGSTA GARDENER.
HE IS A SORT OF URBAN FARMING
FIGURE ACTIVIST IN L.A.
JOHN HAS A RELATIONSHIP WITH RON
AND RECENTLY HAS BEEN HELPING
RON FIGHT TO KEEP HIS GARDEN,
WHICH IS AT RISK OF BEING
EVICTED FROM THE PLOT HE HAS
BEEN GARDENING FOR SEVERAL
YEARS.
JOHN IS RALLYING THE TROOPS IN
THE ORGANIC INDUSTRY TO HELP RON
SAVE HIS GARDEN.
THIS IS REALLY THE CONCEPT OF
HUMILITY AND PAYING IT FORWARD
AND REMEMBERING WHERE YOU CAME
FROM.
- FINALLY KEEP IT WEIRD.
WE DON'T TAKE OURSELVES TOO
SERIOUSLY.
WE TRY ALWAYS TO HAVE FUN AND
KEEP THINGS IN PERSPECTIVE AND
REMEMBER THAT AT THE END OF THE
DAY WE ARE SELLING MAC AND
CHEESE.
THESE ARE JUST THREE LITTLE
VIGNETTES.
LAST YEAR WE DID A 420
APPROPRIATELY TIMED A 420 VIDEO
ON INSTAGRAM WHERE WE HAD A
SPINNING MAC AND CHEESE ON A
TIE-DYE BACKGROUND.
MIDDLE SLIDE SHOWS AN APRIL
FOOLS JOKE ONE YEAR WE GOT SO
MUCH POSITIVE FEEDBACK THAT WE
LAUNCHED THE PRODUCT.
WE CALLED IT BUNNY TAILS.
IT EXISTS.
YOU CAN BUY IT TODAY.
WE HAD THE CAMPAIGN ON SPOONING
AND THE BENEFITS OF SPOONING.
WE HAVE A LOT OF FUN AND I WOULD
ENCOURAGE YOU GUYS TO DO THE
SAME AND LOOK FORWARD TO
ANSWERING SOME QUESTIONS.
(APPLAUSE)
- THANK YOU, ALI.
WE ARE GOING TO DO THE QUESTIONS
ALL TOGETHER AT THE END.
WE ARE LUCKY TO
HAVE ANOTHER
GRADUATE OF THIS ILLUSTRIOUS
INSTITUTION HERE WITH US
TONIGHT.
AASHI VEL IS THE CO-FOUNDER OF
TRAVELING SPOON AND REALLY AN
INSPIRING ENTREPRENEUR.
AASHI YOU TOOK THIS CLASS, TOO.
YEAH.
A LOT OF THE FEED TO THE IDEAS
CAME OUT OF THIS.
ALICE WATERS EARLY MENTOR
ADVISOR MEMBER OF YOUR TRIBE
WITH US.
WE ARE DELIGHTED TO HAVE YOU
WITH US TODAY.
AASHI VEL, CO-FOUNDER OF
TRAVELING SPOON.
- THANK YOU, WILL.
I AM EXCITED TO BE HERE.
THIS WAS ONE OF MY FAVORITE
CLASSES.
SIMILAR TO ALI, I SAT WITH MY
CLASSMATE WHO BECAME NOT MY LIFE
PARTNER BUT MY BUSINESS PARTNER.
I ALSO MET MY LIFE PARTNER AT
HAAS.
THIS HAS BEEN A GREAT PLACE FOR
ME.
I WANTED TO SHARE A LITTLE BIT
ABOUT THE COMPANY.
A FEW MINUTES TALKING ABOUT
TRAVELING SPOON AND REALLY
TALKING ABOUT MY JOURNEY
STARTING THE COMPANY WHILE I WAS
AT HAAS WHICH I THINK WOULD BE A
LITTLE BIT MORE HELPFUL TO YOU
GUYS.
THEN WE CAN ANSWER QUESTIONS.
I AM THE CO-FOUNDER OF TRAVELING
SPOON.
OUR TAG LINE IS TRAVEL OFTEN EAT
(INDISCERNIBLE).
IT IS AN ONLINE MARKETPLACE THAT
CONNECTS TRAVELERS WITH LOCAL
AND AUTHENTIC FOOD EXPERIENCES
IN PEOPLE'S HOMES AROUND THE
WORLD.
OUR GOAL IS TO DISRUPT THE
$246 BILLION CULINARY TOURISM
INDUSTRY AND TO MAKE TRAVEL
MEANINGFUL.
WE DO THAT BY CONNECTING LOCAL
HOSTS TO TRAVELERS TO SHARE
PRIVATE FOOD EXPERIENCES FROM
HOMEMADE MEALS TO COOKING
CLASSES TO MARKETEERS IN THESE
LOCAL HOMES.
IMAGINE WALKING THROUGH THE RICE
PADDY FIELDS
AND LEARNING
COOKING FROM SCRATCH.
(INDISCERNIBLE).
WE MAKE THESE EXPERIENCES
HAPPEN.
WE HAVE A BEAUTIFUL WEB SITE
THAT WAS LAUNCHED A YEAR AND A
HALF AGO.
YOU CAN GO TO travelingspoon.com
TODAY, BROWSE OUR HOSTS FROM
AROUND THE WORLD AND YOU CAN
EXPERIENCE ONLINE.
WHAT'S THE BUSINESS MODEL?
TRAVELING SPOON TAKES A
PERCENTAGE OF THE EXPERIENCES
BOOKED ONLINE.
OUR HOSTS SET THEIR OWN PRICES.
TRAVELERS PAY IN ADVANCE AND WE
PAY THE HOSTS AT THE TIME OF THE
EXPERIENCE.
WE ARE PROVEN TRACTION AND WE
HAVE A GLOBAL PRESENCE.
WE HAVE OVER 20 COUNTRIES, OVER
250 AMAZING HOSTS.
WE HAVE A WHOLESALE SUPPLY AND
WE ARE ON TRIPADVISOR AND
EXPEDIA AND OTHERS.
WE HAVE AN INCREDIBLE TEAM THAT
HAVE EXPERIENCE IN DESIGN
MARKETING AND PRODUCT
DEVELOPMENT BACKED BY A TERRIFIC
ADVISOR.
CEO OF EXPEDIA (INDISCERNIBLE).
OF COURSE ALICE WATERS WHO IS A
CONSTANT SORT OF INSPIRATION FOR
US.
WE HAVE INCREDIBLE CUSTOMER
TESTIMONIALS FROM TRAVELERS WHO
SAY OVER AND OVER AGAIN THE
TRAVELING SPOON WAS THE
HIGHLIGHT OF THEIR TRIP.
THEY SPENT THREE WEEKS TRAVELING
IN SOUTHEAST ASIA THIS WAS THE
BEST EXPERIENCE OR BEST MEAL
THEY HAD.
WE LOOK AT IT QUALITATIVELY AND
QUANTITATIVELY.
CONSUMER'S WILLINGNESS TO REFER
TRAVELING SPOON IS 77.
JUST TO FRAME THAT FOR YOU IN
THE CONTEXT OF THE INDUSTRY,
OVER THREE TIMES THE TRAVEL
INDUSTRY AVERAGE.
THIS IS ONE OF OUR HOSTS IN
BALI.
REASON I WANTED TO SHARE THIS
STORY WAS TO SAY THAT MOST
IMPORTANTLY FOR US IT IS NOT
ONLY ABOUT BRINGING MEANINGFUL
IMPACT TO TRAVELERS BUT ALSO TO
YOU ARE OH HOSTS.
ONE PERSONALLY TOLD ME HE WAS SO
GRATEFUL FOR TRAVELING SPOON
BECAUSE IT ENABLED HIM TO SEND
HIS KIDS TO SCHOOL.
THE FUTURE OF TRAVEL LIES IN
CONNECTING PEOPLE TO TRAVELERS,
TO BRING IN MEANINGFUL INCOME
AND IN DOING SO PRESERVING
CULTURE AND CULINARY TRADITIONS.
WE ARE HERE TO CHANGE THE FUTURE
OF FOOD AND TRAVEL.
THAT'S A LITTLE BIT ABOUT THE
COMPANY.
I THOUGHT MAYBE I WOULD START
WITH TELLING YOU HOW IT GOT
STARTED AND WALK YOU THROUGH MY
JOURNEY THROUGH BUSINESS SCHOOL.
SO DURING BUSINESS SCHOOL I WAS
AN INDUSTRIAL DESIGNER FOR OVER
11 YEARS.
ALWAYS HAD A PASSION FOR FOOD
AND TRAVEL.
WHEN I STARTED BUSINESS SCHOOL I
WENT ON A TRIP OF MEXICO DURING
SPRING BREAK.
I AM ONE OF THOSE PEOPLE WHO
TRIES TO FIND THE MOST AUTHENTIC
FOOD TO UNDERSTAND THE CULINARY
REASONS IN THE REGION.
I
WAS IN THE YUCATAN PENINSULA
IN MEXICO.
A MAGICAL PLACE.
I HAD A HARD TIME FINE FINDING
AUTHENTIC FOODS.
ALL OF THE RESTAURANTS WERE OVER
CROWDED AND TOURISTY.
AMBIANCE WAS GREAT BUT THE FOOD
CATERED TO MORE OF A WESTERN
TASTE.
I KNEW MEXICO HAD GREAT FOOD BUT
I STRUGGLED TO FIND THAT.
ONE DAY I PASSED BY THIS WOMAN'S
HOME AND SHE HAPPENED TO
DISAPPEAR THROUGH HER WINDOW.
I SAW HER COOKING AND I HAD THIS
MOMENT WHERE I WAS LIKE, I WISH
I COULD EAT WITH HER AND HEAR
HER STORIES AND HAVE INCREDIBLE
FOOD.
SO THE IDEA SORT OF STARTED
THERE AND FAST FORWARD A FEW
MONTHS AND THIS IS WHERE
SERENDIPITY COMES IN PLAY.
I WANTED A FOOD ENTREPRENEUR
SHIP.
THAT'S WHY I GOT HERE.
MY ESSAY TO GET HERE IS SIMILAR
TO WHAT I ENDED UP DOING.
I MET STEPH, MY CO-FOUNDER, OVER
FOOD OF COURSE.
IT WAS A BARBECUE.
SHE HAD A VERY SIMILAR
EXPERIENCE.
SHE WAS LIVING IN CHINA.
ON HER BUCKET LIST WAS TO LEARN
TO MAKE (INDISCERNIBLE).
SHE COULDN'T FIND THAT
EXPERIENCE.
YOU WANT TO KNOW HOW TO COOK
WITH LOCALS, I WANT TO EAT AT
LOCAL'S HOME.
EVER SINCE THAT FIRST WEEK WE
GOT TOGETHER EVERY COUPLE OF
WEEKS TO UNDERSTAND EACH OTHER.
SEE WHETHER WE WOULD BE A GOOD
FIT.
WE WERE HONEST ABOUT WHAT OUR
STRENGTHS WHERE, WHERE THE GAPS
LAY AND OUR SKILL SET.
PASSION THAT WE HAD TO REALLY
MAKE THIS SOMETHING THAT WOULD
BE USEFUL TO THE WORLD WAS
REALLY STRONG AND WE WASHED HARD
TO -- WORKED HARD TO GET THERE.
IT WAS THE INCEPTION OF
TRAVELING SPOON.
EVERYBODY HAD SAID THE BEST
THING TO DO IS HAVE AN MVP WHICH
IS THE LEAST YOU CAN DO TO TEST
YOUR PRODUCT TO SEE IF PEOPLE
ARE INTERESTED OR IF THE REST OF
THE WORLD ISN'T AND THIS SORT OF
THING.
HOW MUCH WOULD PEOPLE PAY?
I REMEMBER THERE WAS ONE OF OUR
MBA CLASSES.
I SENT THEM AN E-MAIL I SAID
WOULD YOU BE INTERESTED IN
EXPERIENCING A LOCAL HOME AND
HAVING HOMEMADE FOOD.
I GOT E-MAILS FROM IT THE ENTIRE
GROUP SAYING THIS SOUNDED GREAT
AND THEY WOULD LOVE TO DO IT.
I WAS LIKE, GREAT.
BUT NOW I NEED TO FIND A HOST.
I HAD NOBODY IN MIND.
TESTING IT OUT, SEEING IF YOU
ARE INTERESTED.
WE SCRAMBLED, I GOT A FRIEND TO
POST ON FACEBOOK TO SEE IF HIS
FAMILY AND IN-LAWS WOULD BE
INTERESTED IN HOSTING.
WE FOUND A MATCH AND WE HAD
THESE STUDENTS GO INTO THIS
HOST'S HOME.
THEY CAME BACK AND SAID THAT WAS
THE BEST THING THEY DID.
THEY SPENT TWO AND A HALF WEEKS
IN INDIA AND THEY WENT TO A
LOCAL INDIAN'S HOME.
THEY SAW HOW THEY LIVED.
THEY WERE CHRISTIANS A SMALL
POCKET IN INDIA.
THEY HAVE VERY DIFFERENT FOOD
AND CULTURE.
YOU FELT LIKE A PART OF THAT
REGION.
MANY SAID IT WAS THE BEST MEAL
THEY EVER HAD.
THAT WAS WHEN WE REALLY STARTED
TO GET CONFIDENT.
PEOPLE WERE REALLY EXCITED ABOUT
THIS.
IN ADDITION WE HAD A DONE OF
RESEARCH, IT IS THIS A PROBLEM
THAT EXISTS?
BE FINE.
TRAVELERS ARE ALSO TIRED OF THE
SAME OLD THING.
USED TO BE GUIDE BOOKS THEY
TURNED TO BACK IN THE DAY THAT
THEN BECAME TRIP ADVISOR.
NOW THE TOP 10 RECOMMENDED SPOTS
ON TRIP ADVISORS ARE FOR
TOURISTS JUST LIKE THEMSELVES.
THAT'S NOT HOW THEY WANT TO
TRAVEL.
WE SAW THE INDUSTRY CHANGING.
GONE ARE THE DAYS WHEN WHITE
TABLE CLOTHS ARE EXCITING.
PEOPLE ARE LOOKING FOR SOMETHING
NEW AND DIFFERENT.
STORIES THEY CAN COME BACK AND
SHARE WITH THEIR FRIENDS AND
FAMILY.
WE PROVIDE A CHANCE TO CONNECT
WITH LOCALS.
COME SUMMER, THE NEXT STEP WAS
TO FIND OUT IF WE CAN SCALE OUR
FOOD SUPPLY.
I WENT TO INDIA DURING MY SUMMER
BREAK AND TRIED TO FIGURE OUT,
HOW QUICKLY CAN WE DO THIS.
WE BROUGHT IN 35 HOSTS IN THREE
DIFFERENT CITIES.
REASON FOR THE HOSTS JOINING OUR
PLATFORM WERE REFRESHING FOR ME.
I THOUGHT IT WOULD JUST BE FOR
THE MONEY.
THEY DO IT FOR A PLETHORA OF
REASONS.
ONE OF OUR HOSTS IN ENGLAND,
MANY OF OUR WOMEN, 90 PERCENT OF
OUR HOST COMMUNITIES ARE IN
INDIA.
WOMEN WHO HAVE BEEN COOKING
THEIR WHOLE LIVES FOR THEIR
FAMILY AND THE KIDS HAVE LEFT
THE HOME.
THEY WANT SOMETHING TO DO.
THEY WANT TO SHOW OFF THE
COOKING SKILLS AND DOING WHAT
THEY LOVE IN THEIR HOME.
WE GIVE THEM THE OPTION.
OUR HOSTS IN VIETNAM THEY HOST
BECAUSE IT GIVES THEM PRACTICE
WITH THEIR ENGLISH SKILLS.
ONE CHILD SAID I
GREW UP IN
TOKYO WITH TWO SIBLINGS AND WE
NEVER MET PEOPLE FROM ANYWHERE.
I HAVE TWO KIDS AND I WANT TO
MEET PEOPLE FROM AROUND THE
WORLD.
HOW MUCH OF AN IMPACT IT WOULD
BE MAKING TO THESE HOSTS.
SO AFTER I CAME BACK FROM HAVING
BROUGHT ON 35 HOSTS, WE THEN
STARTED TO FIGURE OUT A WAY TO
GET TRAVELING SPOON IN EVERY
CLASS WE COULD.
FROM BUSINESS TO A FINANCE
PROJECT RELATED TO TRAVELING
SPOON.
WE TOOK THE ENTREPRENEUR SHIP
CLASS.
WE ALSO DID -- I HIGHLY
RECOMMENDED YOU ALREADY HAVE A
COMPANY YOU ARE WORKING ON NOW,
ONE OF THE PROFESSORS.
I DID TWO INDEPENDENT STUDIES
WITH HIM.
IN THE WINTER STEPH AND I HAD A
CHANCE TO TRAVEL TO SOUTHEAST
ASIA.
WE BROUGHT ON MORE HOSTS THEN.
IN THE SPRING OF 2013 WE APPLIED
AND GOT INTO THE LAUNCH PAD
PROGRAM.
IT IS A GREAT LEARNING
EXPERIENCE FOR US.
IT WAS TAUGHT BY STEVE BLANK AT
THE TIME.
THREE LESSONS THAT WE GOT OUT OF
IT WERE ONE, HE SAID HE WILL GET
OUT OF THE BUILDING, GET OUT OF
THE BUILDING.
IT IS SO TRUE.
IT REALLY IS IMPORTANT FOR YOU
AS WILL WAS MENTIONING, GO OUT,
TALK TO PEOPLE.
MAKE THOSE CONNECTIONS.
THEIR WHAT PEOPLE HAVE TO SAY.
IN THIS DAY ANYTHING THAT HAS A
NEW FUTURE COME OUT TO MAKE SURE
THEY ARE WORKING TO INTEGRATE ON
IT AND THINGS LIKE THAT.
SECOND THING IS THE IMPORTANCE
OF STAYING IN.
IN THE FIRST PRODUCT WE HAD TO
WORK FOR A SITE FOR $1,000.
THAT'S WHAT WE HAD AS A WEB SITE
FOR TWO YEARS.
WE HAD NO MONEY.
IT WORKED.
IT WAS A FORM AND PEOPLE WOULD
SAY WHERE THEY WERE GOING AND
WHAT THEY WERE INTERESTED IN AND
WHAT THEIR BUDGET WAS.
WE WOULD GET -- I HAD THIS
RIDICULOUS EXCEL SPREAD SHEET
WITH EVERYBODY'S NAME AND WHAT
THEY WERE WANTING AND WHICH HOST
WE COULD SET THEM UP WITH.
THEY DIDN'T KNOW THAT, BUT IT
WORKED.
THERE ARE INEXPENSIVE WAYS TO
TEST THE COMPANY TO ACTUALLY
HAVE THIS WORK FOR THE FIRST FEW
YEARS.
THIRD THING THAT WAS REALLY
IMPORTANT IS FINDING PARTNERS.
AS A YOUNG COMPANY, YOU DON'T
HAVE INCREDIBLE AMOUNT OF
RESOURCES OR MONEY TO PUT
TOWARDS MARKETING CAMPAIGNS AND
SALES.
WORKING WITH PARTNERS REALLY
HELPED US OUT.
WE FOUND TWO OPERATORS WHAT
WOULD DO TWO-WEEK TRIPS FROM A
TRAVELING SPOON IDEA.
THIS IS A REALLY START OF OUR
BUSINESS RIGHT NOW.
IN THE SUMMER HE GRADUATED.
HEADS DOWN, LAUNCHED THE
PRODUCT.
FIRST BIT OF MONEY WE GOT I
STILL REMEMBER, ONE OF THE MOST
MEMORABLE DAYS OF OUR COMPANY.
WE WON THE VENTURE LAB CONTEST,
AND WE HIT ALL AROUND MILESTONES
AND WE WERE THE FIRST COMPANY TO
DO THAT IN THE INCUBATOR BATCH
AND WON $12,000.
IT IS FREE MONEY.
BEST MONEY YOU CAN GET.
WE KNEW WE WANTED TO RAISE MONEY
IN THE SPRING SO WE WANTED TO
MAKE SURE YOU COULD HAVE REVIEWS
TO SHOW THEY WERE REALLY
ENJOYING IT.
IT IS HARD TO SHOW TREMENDOUS
GROWTH WHETHER YOU DON'T EVEN
HAVE AN ALTERNATIVE PRODUCT, BUT
IT IS IMPORTANT TO SHOW DEPTH.
BE SURE EVERY TRAVELER HAD A
PHENOMENAL TIME.
THAT IS STUCK IN THE MIND OF OUR
INVESTORS.
WE RAISED -- (INDISCERNIBLE) A
BUNCH OF FOOD AND TRAVEL EXPERTS
INTO THE AREA AND INTO INDIA AS
WELL.
WITH THAT MONEY OUR GOAL WAS
THREEFOLD.
WE WANTED TO BUILD A TEAM, UNTIL
THEN IT WAS JUST STEPH AND ME.
WE WANTED TO EXPAND IN OTHER
REGIONS.
WE WERE IN THREE COUNTRIES FOR
THE GREATER PART OF TWO YEARS.
THIRD ONE WAS TO HAVE AN
AUTOMATED WEB SITE THAT RAN ON
ITS OWN AND DIDN'T INCLUDE ME
WORKING ON A EXCEL SPREAD SHEET
IN THE BACKGROUND.
IN THE FALL OF 2015 A YEAR AND A
HALF AGO WE LAUNCHED OUR WEB
SITE.
THAT'S THE SITE YOU SEE TODAY.
BEAUTIFUL RUBY AND RAILS WEB
SITE.
WE ARE PROUD.
THE NOW WE JUST CLOSED A
(INDISCERNIBLE).
WITH THAT MONEY OUR GOAL IS
TWOFOLD TO REALLY EXPAND INTO
EUROPE.
IF YOU KNOW OF ANY GREAT COOKS
IN EUROPE PLEASE LET ME KNOW.
WE WANT TO GET A HOLD OF
TRAVELERS AT THE TIME OF THEIR
DECISION MAKING.
NOW WE HAVE THE MONEY TO PUT
TOWARDS IT.
I WANTED TO SHARE THREE LESSONS
THAT I HOPE WILL BE HELPFUL TO
YOU.
THE FIRST IS TO SHARE YOUR IDEA.
BENEFIT YOU GET FROM THIS REALLY
TRUSTED, INCREDIBLE COMMUNITY.
FEEDBACK AND THE PEOPLE WHO WILL
TEST IT FOR YOU AND GIVE YOU
THEIR HONEST REVIEW AND
CONNECTIONS.
IT OUT WEIGHS THE RISK THEY ARE
GOING TO TAKE YOUR IDEA AND RUN
WITH IT.
THIS REALLY WORKED FOR ME.
I GREW UP IN INDIA AND PEOPLE
WOULD SAY IF YOU HAVE AN IDEA
KEEP IT CLOSE TO YOUR HEART YOU
DON'T WANT ANYBODY STEALING IT.
EVERY CLASSMATE I SPOKE TO AND
EVERY PERSON I MET HAD GREAT
ADVICE OR CONNECTIONS WITH FOOD.
IT IS SUCH A COLLABORATIVE
COMMUNITY.
I REALLY STRONGLY ENCOURAGE YOU
TO SHARE YOUR IDEA AND REALLY
LISTEN TO WHAT PEOPLE HAVE TO
SAY.
YOU HAVE TO TEST AND IT WORKED
REALLY WELL FOR US.
SECOND THING IS TO SEEK ADVICE.
STEPH AND I HAD DESIGN AND
MARKETING AND PRODUCT
DEVELOPMENT, ALL OF THOSE THINGS
WE WERE REALLY STRONG IN, BUT WE
HAD A FEW GAPS.
ONE OF THOSE WAS TECHNOLOGY.
NEITHER HAD A TECH BACK GROUND
OR CS DEGREE.
WE KNEW IF WE DIDN'T DO IT WE
WOULDN'T DO AS WELL AS WE COULD.
WE WENT OUT AND LOOKED FOR
PEOPLE IN THE INDUSTRY THAT
WOULD BE EFFECTIVE AND WE
TRUSTED AND TRIED TO GET EXPERTS
SO THEY WOULD COME ON OUR BOARD
AS ADVISORS.
SECOND TIP I HAVE FOR YOU THERE
IS AT FIRST NOT TAKE ADVISORS
BUT SEEK ADVICE.
WHAT I AM TRYING TO SAY HERE, IF
YOU GO TO SOMEONE WHO YOU TRULY
RESPECT IN THE FIELD AND IS A
LEADER IN THE INDUSTRY AND YOU
SAY WOULD YOU BE MY ADVISOR,
CHANCES ARE THEY GOING TO SAY I
AM TOO BUSY.
I DON'T HAVE TIME TO BE YOUR
ADVISOR.
BUT IF YOU GO UP TO THEM AND
SAY, HEY, WOULD YOU MIND GIVING
ME 30 MINUTES OF YOUR TIME?
I HAVE A FEW QUESTIONS.
YOU ARE AN EXPERT IN THIS.
I WOULD LOVE TO RUN IT BY YOU.
YOU SPEND THE 30 MINUTES WITH
THEM AND HAVE SPECIFIC QUESTIONS
OUTLINED.
START BY SAYING THIS IS WHAT WE
IMPLEMENTED THIS IS WHAT WORKED
THIS IS WHAT DIDN'T.
KEEP UP WITH THAT AND WEEKS
LATER YOU SAY I HAVE A FEW MORE
QUESTIONS.
I THINK YOU WOULD BE GREAT AT
IT.
YOU DO THAT A FEW TIMES AND WHEN
IT COMES TO PITCH YOUR IDEA.
YOU SAY HEY I HAVE TO MAKE THIS
PRESENTATION TO X GROUP DO YOU
MIND IF I LIST YOU AS AN
ADVISOR.
AT THAT POINT THEY HAVE GIVEN
YOU THE ADVICE NO SKIN OFF THEIR
BACK TO SAY YEAH, SURE.
THAT'S HOW WE GOT QUITE OF OUR
ADVISORS.
IT HAS BEEN FANTASTIC.
YOU HAVE TO FIND THE PEOPLE YOU
TRUST AND RESPECT AND IT IS
THEIR ADVICE YOU TAKE INTO
CONSIDERATION.
TRY TO ASK FOR ADVICE AND NOT
ADVISORS WHEN YOU START OFF.
THIRD THING IS ASK VERY CLEARLY
FOR WHAT YOU WANT.
STEPH AND I WOULD GO INTO
MEETINGS.
WE WOULD RUN THROUGH YOU OUR
PITCH AND THEY WOULD TALK AND
YOU WOULD LISTEN THEN WE WOULD
LEAVE.
WE WOULD SAY, WELL, WHAT
HAPPENED?
WE DIDN'T ASK FOR MONEY.
WE DIDN'T ASK FOR WHAT WE
WANTED.
WE WERE SCARED WHAT THEIR ANSWER
WOULD BE.
BUT IF YOU DON'T ASK YOU WON'T
GET AN ANSWER.
MAYBE THEY ARE NOT INTERESTED.
YOU CAN FOLLOW UP AND SAY, I
KNOW YOU ARE NOT INTERESTED, BUT
MIGHT YOU KNOW SOMEBODY WHO
MIGHT BE INTERESTED IN INVESTING
INTO THE INDUSTRY.
ALWAYS ASK FOR WHAT YOU WANT.
IN THAT VAIN I HAVE TWO ASKS OF
YOU.
FIRST IS, IF YOU ARE TRAVELING
IN THE NEXT FEW MONTHS AND
REALLY WANT AN AUTHENTIC
EXPERIENCE, TO GET A DISCOUNT
OFF OF YOUR EXPERIENCE.
THE SECOND ONE IS WE ARE
EXPANDING INTO EUROPE THIS
SUMMER.
WAY WE SOMETIMES BRING ON HOSTS
IS TO OFFER THE AMBASSADOR IN
EXCHANGE FOR THEIR PERSONAL
HONEST REVIEW AND PHOTOGRAPHS.
IF YOU ARE TRAVELING TO EUROPE
THIS SUMMER SEND US AN E-MAIL AT
AMBASSADOR OF THE
travelingspoon.com.
WE WILL SET YOU UP.
(APPLAUSE)
- THANK YOU SO MUCH.
I HAVE SOME QUESTIONS FROM THE
GROUP.
I AM REALLY STRUCK BY THE
BEAUTIFUL COMPLEMENTARITY OF
EACH OF YOUR PATHS.
I THINK IT IS VERY NICE AND
ILLUSTRATIVE.
AASHI, YOU WERE TRYING TO MEET
YOUR OWN UNMET NEED AND YOUR OWN
DREAM.
I LOVE THAT YOU USED THE KIND OF
CRUCIBLE OF THE SCHOOL AND THEN
THE RIGOROUS PROCESSES THAT YOU
USED TO VET, AND ALI, YOU CAME
HERE REALLY WITH A DREAM OF
BEING IN FOOD, AND YOU WERE
REALLY SET ON THAT.
YOU HAD WORKED IN THE OBAMA
WHITE HOUSE ALSO WITH SAM KASS
AND REALLY AT THE INTERSECTION
OF HEALTH AND FOOD AND THE UNDER
SERVED POPULATIONS AND IT IS
REALLY INTERESTING.
I REMEMBER YOU KIND OF TRYING TO
FIGURE OUT THAT RIGHT FIT OF HOW
YOU WERE GOING TO FIND YOUR WAY.
CAN YOU JUST ELABORATE A LITTLE
BIT ON THAT, ON YOUR OWN SEARCH
AND KIND OF -- I REMEMBER THERE
WERE MOMENTS OF UNCERTAINTY AND
YOU PERSEVERED.
YOU PERSISTED AND THEN THE
ORBITZ CHANGE.
- DOES THIS WORK?
I THINK I MIGHT HAVE DONE TO
WILL THE ADVICE STRATEGY THAT
AASHI TOLD US ABOUT.
I HAD SO MANY CONVERSATIONS WITH
YOU THROUGH OUT MY TWO YEARS
HERE ABOUT WHO I WAS AND WHERE I
WANTED TO GO AND WHAT SHOULD I
DO AND KNOWING THAT I WANTED TO
BE AS YOU MENTIONED SORT OF IN
THIS SPACE AROUND FOOD AND
SUSTAINABILITY AND ACCESS.
SO MY PROCESS WAS -- I REALLY
THINK YOUR ORBITZ SLIDE CAPTURED
IT REALLY WELL.
I THINK YOU CANNOT UNDERESTIMATE
THE POWER OF IN PERSON
CONVERSATION.
I SORT OF BEGAN BY MAPPING OUT
WHAT IT IS I THOUGHT I WANTED
AGAINST WHAT I THOUGHT THAT I
COULD BRING TO AN ORGANIZATION,
AND THEN I SORT OF LISTED THIS
EXHAUSTIVE LIST OF ALL OF THE
COMPANIES THAT MET THOSE SPECS.
THERE WERE MANY COMPANIES IN
THAT LIST, AND THEN I STARTED
NETWORKING AGGRESSIVELY, BUT
INJURY RESPECTFULLY.
I TRIED TO SEE WHO I KNEW AT
THESE ORGANIZATIONS THROUGH
FRIENDS OF FRIENDS AND ON AND
ON.
TRULY THE ROLE OF SERENDIPITY.
YOU MEET A PERSON WHO KNOWS
SOMEONE ELSE.
YOU PUT YOURSELF OUT THERE.
YOU SHOW UP.
I THINK ALSO THE POWER YOU SAID
OF COMING PREPARED.
SO MANY PEOPLE NOW ARE
INTERESTED IN FOOD AND WANT TO
GET INTO FOOD AND CHANGE THE
FOOD SYSTEM.
BUT I THINK WHEN YOU PUT
YOURSELF OUT THERE YOU HAVE TO
BE CREDIBLE.
TO ME THAT MEANT, LIKE I HAD
WORKED FOR MICHELLE OBAMA ON HER
"LET'S MOVE" INITIATIVE WITH SAM
WHO YOU WILL MEET SOON.
I HAD THAT EXPERIENCE BUT I
DIDN'T KNOW MUCH ABOUT THE FOOD
INDUSTRY.
SO AS AASHI DID WITH HER
TRAVELING SPOON EXPERIENCE, I
TOOK EVERY COURSE AT HAAS TO DO
A DIFFERENT THING LIKE
MARKETING, STRATEGY, I WOULD
MEET WITH PEOPLE LIKE WILL AND
OTHERS AND I WOULD ASK THEM
QUESTIONS AND ASK FOR ADVICE.
I WOULD COME WITH A PERSPECTIVE.
IF YOU DON'T HAVE EXPERIENCE
WITH FOOD AND YOU KNOW YOU WANT
TO BE IN FOOD AND YOU DON'T KNOW
HOW, GO TALK TO PEOPLE BUT ALSO
GET INFORMED AND COME WITH A
PERSPECTIVE.
- ONE OTHER THING YOU DID THAT I
WANT TO MENTION.
ALI GOT VERY INVOLVED IN A
NUMBER OF ACTIVITIES IN THE
SCHOOL.
ONE WAS THE GLOBAL SOCIAL
VENTURE COMPETITION.
SHE TOOK ON THIS BIG MEATY JOB
OF FIGURING OUT HOW TO REDESIGN
IT FOR TEST NEXT CHAPTER.
I THINK DOING THAT WAS
CHALLENGING GIVEN ALL OF THE
COURSE WORK AND EVERYTHING YOU
HAD.
WHAT WAS INTERESTING ABOUT IT
WAS YOU DEMONSTRATED TO A WHOLE
COMMUNITY OF PEOPLE IN THE
SCHOOL WHAT YOU WERE CAPABLE OF
DOING.
WHEN WE GOT THE CALL, THE
REFERENCE CALL ABOUT YOU AND YOU
WERE INTERVIEWING WE REALLY HAD
SUBSTANTIVE EXPERIENCE WITH YOU
AND WHAT YOU COULD DO AS OPPOSED
TO SHE CAME TO MY OFFICE HOUR
ONCE AND I THINK SHE IS A REALLY
THOUGHTFUL PERSON.
YOU HAD ACTUALLY DONE THINGS.
I WANTED TO GIVE THAT ADVICE TO
THE STUDENTS AS WELL THAT WHEN
YOU CAN DEMONSTRATE YOUR
LEADERSHIP SKILLS OR TEAM WORK
SKILLS OR COMMUNICATION SKILLS,
WHATEVER THEY ARE IN SOME
COMMUNITY BASED OR GREATER
INITIATIVE AROUND HERE, IT GOES
A LONG WAY I THINK TO ACCRUING
YOUR OWN VALUE AND CONCEPT IN
THE MARKET.
- YOU WANTED TO ADD SOMETHING TO
THAT.
- THANK YOU FOR THAT.
YOU HAVE TO FIND THIS BALANCE
BETWEEN BEING OPEN MINDED AND
OPEN TO NEW OPPORTUNITIES THAT
YOU DON'T NECESSARILY KNOW
EXIST.
BUT ALSO BEING FOCUSED.
IF YOU GO OUT WITH EVERY PERSON
TANGENTIALLY CONNECTED TO FOOD
IT IS NOT A GOOD USE OF TIME FOR
ANYBODY.
I WOULD SAY A PROCESS OF SORT OF
SMART DISCOVERY, BUT IT IS NOT
TOTALLY UNBRIDLED AND WITHOUT
PURPOSE.
>> WHEN YOU GO OUT AND DO THESE
THINGS AND LEAD ORGANIZATIONS
YOU BUILD RELATIONSHIPS WITH
PEOPLE.
THOSE RELATIONSHIPS GO REALLY
FAR.
TO GIVE YOU AN EXAMPLE WITH
INVESTORS IT IS RARE THAT
SOMEBODY UPON MEETING YOU THE
FIRST TIME IS GOING TO GIVE YOU
MORE MONEY.
IT IS FOCUSING ON PEOPLE THAT
YOU RESPECT AND COMMUNICATE WITH
THEM.
- I JUST GOT A QUESTION FROM THE
AUDIENCE AND MAYBE ROUHINI MAYBE
YOU CAN RUN IT UP.
THERE'S A QUESTION HERE.
INTRODUCE YOURSELF.
THANK YOU.
- I AM ELISE A STUDENT AT HAAS.
THIS QUESTION IS FOR ALI.
I REALLY APPRECIATE ANNIE'S
MISSION TO HAVE ORGANIC FOR
EVERY BUNNY BUT I SAW A
DISCONNECT WHEN YOU WERE TALKING
ABOUT THE MARKET AND THE FACT
THAT YOU TARGET MOMS WITH HIGH
INCOME.
I WONDER WHAT ANNIE'S IS TRYING
TO DO TO MAKE ORGANIC ACCESSIBLE
FOR EVERYBODY.
- GOOD QUESTION.
WE HAVE- THANK YOU FOR THAT
GREAT QUESTION.
ELISE IS YOUR NAME?
THE CONSUMER I DESCRIBED TODAY
WAS WHO WE CALL OUR CORE
CONSUMERS.
SHE IS THE MOM WHO HAS BEEN WITH
US SINCE DAY ONE.
WE MAY NOT HAVE CALLED HER A
MILLENNIAL IN 1995 BUT SHE IS
THE MOM WHO IS GENERALLY SEEKING
OUT MORE PREMIUM, MORE NATURALLY
ORGANIC FOODS.
SHE PROBABLY STOPS
AT -- MAYBE
YOU ARE TALKING ABOUT THE
WAL-MART MOM.
THAT IS ONE OF THE BIGGEST
BENEFITS OF BEING PART OF
GENERAL MILLS.
NOW WE ARE IN WAL-MART AND SAM'S
CLUB AND COSTCO.
WE ARE ABLE TO OFFER THE SAME
PRODUCTS TO PEOPLE FOR MORE
AFFORDABLE PRICES.
SO WE CALL IT CHANNEL STRATEGY.
WE ARE IN WHOLE FOODS AND THE
SPECIALTY ORGANIC GROCERS THAT'S
WHERE WE WILL ALWAYS BE IT IS
THE FOUNDATION OF OUR BUSINESS.
AS WE GROW RAPIDLY WE OFFER OUR
PRODUCTS IN DIFFERENT SIZES AND
FRANKLY BETTER VALUES THAN OTHER
CHANNELS.
THANK YOU FOR CALLING THAT OUT.
- ALI, IF YOU GO BACK THROUGH
THE ARCHIVES OF THIS YEAR'S
CLASS HERE, ONE OF MY PET PEEVES
I HAVE BEEN PICKING ON IS THE
TERM CONSUMER AND THE
RELATIONSHIP.
YOU WORK FOR A CPG, A CONSUMER
PACKAGED GOODS BUSINESS WHICH
HISTORICALLY HAS DEFINED THE
PEOPLE WHO BUY THE PRODUCTS AS
CONSUMERS.
I HAVE BEEN SORT OF CHALLENGING
OUR GUESTS TO THINK ABOUT USING
DIFFERENT LANGUAGE.
WE AGREE LANGUAGE IS IMPORTANT.
THAT IS ONE OF YOUR CORE VALUES.
IF A COMPANY THINKS OF CUSTOMERS
AS CONSUMERS, WE MAY NEVER GET
TO A SUSTAINABLE KIND OF A
RELATIONSHIP.
SO WE HAVE BEEN KIND OF
SEARCHING AROUND FOR OTHER
WORDS.
I WANTED TO PLANT THAT SEED WITH
YOU.
ALVIN TOFFLER USED THE WORD
PROSUMER IN HIS BOOK WHICH IS
MORE OF A EGALITARIAN
RELATIONSHIP.
I SUS THE WORD.
I DON'T KNOW IF YOU HAVE A
THOUGHT ON THAT.
YOU WILL BE THE CEO OF ANNIE'S.
- THE IDEA IS TO MOVE PAST THE
RELATIONSHIPS.
- ANYBODY IN THE AUDIENCE HAVE A
GOOD TERM FOR THAT.
- ANYBODY WRITING ABOUT THAT IN
YOUR PAPER?
NOT YET?
OKAY.
WHO ELSE HAS GOT A QUESTION?
OVER HERE.
THANK YOU.
- I AM JAMES.
I AM STUDYING MASTER OF SCIENCE
AND SUSTAINABLE FOOD SYSTEM.
THIS CONVERSATION IS EXCITING.
I HEARD ABOUT IT THROUGH TWITTER
AND EDIBLE SCHOOL GARDEN.
MY QUESTION IS ABOUT -- I FORGET
YOUR NAME.
>> AASHI.
>> AASHI.
THE MODEL OF THE BUSINESS AND
SENDING FAMILIES INTO TRAVELERS
-- ESPECIALLY IN HOMES AROUND
THE WORLD, WHAT'S THE
VERIFICATION FOR TRAVELERS TO
PROTECT THE FAMILIES.
YOU HAVE WEB SITES LIKE
COUCHSURFING.COM AND HOW DO YOU
PROTECT THE FAMILIES?
- GREAT QUESTION.
- WE WANT TO MAKE SURE THAT
EVERY HOST THAT COMES ON WE VET
THEM.
WE VET THEM AND TALK ABOUT WHAT
SORTS OF TRAVELERS COME TO THEIR
HOUSE, HOW DO THEY CORRESPOND
WITH THESE TRAVELERS?
WE HAVE A LOT OF COMMUNICATION
THAT HAPPENS BEFORE A HOST
ACCEPTS A TRAVELLER INTO THEIR
HOME.
WE TRY TO GIVE THEM ACCESS TO
THEIR SOCIAL NETWORKS SO THEY
CAN SEE IF THEY HAVE A FACEBOOK
PAGE AND WHAT THEY LOOK LIKE AND
WHO THEIR FRIENDS ARE.
THEY HAVE A COMMUNICATION
CHANNEL THAT IS OPEN FOR THEM.
IF THEY FEEL AT ALL THIS MAY BE
SOMEBODY THEY ARE NOT
COMFORTABLE WITH THEY HAVE A
CHANCE TO REALLY TALK TO THEM
AND HEAR MORE ABOUT THEM BEFORE
THEY ACCEPT THEM.
SOMETHING THAT CAME OUT OF A
CHANGE THAT WE MADE ON OUR WEB
SITE WAS ADDING A LITTLE ON THE
BOOKING FORM TO SAY, HEY, TELL
THE HOST A LITTLE BIT ABOUT
YOURSELF.
THEY FEEL A NORMAL CONNECTION.
YOU WILL BE SURPRISED AT THE AIR
GRAPHS.
THESE PEOPLE ARE LACKING FOR A
MEANINGFUL CONNECTION.
WE FOUND THERE'S BEEN A REALLY
WONDERFUL CONNECTION THAT
HAPPENS BETWEEN HOSTS AND
TRAVELERS.
HAVING SAID THAT WE HAVE HOSTS,
WOMEN WHO SAY THERE'S A SINGLE
GUY WHO IS COMING OVER.
I WANT TO HOST HIM BUT I AM A
LITTLE WORRIED.
WE SAY A, COMMUNICATE, AND B ASK
A FRIEND OVER TO HOST WITH YOU
OR HAVE YOUR FAMILY MEMBERS
THERE.
DO FEEL LIKE YOU HAVE TO HOST
THEM BUT THESE ARE THE THINGS
YOU SHOULD DO TO MAKE SURE YOU
ARE SAFE.
IN ADDITION TO THAT WE HAVE A
HOST GUARANTEE POLICY WHERE WILL
THINGS BREAK AND THINGS HAPPEN
THAT COMES OUT OF OUR FUND.
- I REALLY LIKE -- YOU HAVE SUCH
A CARING KIND OF HIGH TOUCH
APPROACH TO YOUR OWN BEING, AND
I SEE THAT TRANSLATED INTO THE
BUSINESS.
IT IS INTERESTING IN THIS ERA
WHERE EVERYTHING IS DIGITIZED,
AND WE LIVE IN THE BUBBLE OF
UNICORNS HERE WHERE COMPANIES
ARE EXPECTED TO SCALE UP
IMMEDIATELY.
WE ARE SURROUNDED BY THEM IT
FEELS LIKE WHEN I LOOK AT YOUR
TIME LINE.
YOU HAVE BEEN VERY CAREFUL AND
THOUGHTFUL.
TO BUILD ON THIS QUESTION.
HOW DO YOU MANAGE THIS SO YOU
DON'T BECOME LIKE TRIP ADVISOR?
- YOU ELUDED TO THIS EARLIER,
BUT CUSTOMER SERVICE IS ONE OF
OUR TENANTS.
WE BELIEVE THAT'S OUR
COMPETITIVE BARRIER AGAINST
OTHER COMPANIES.
PEOPLE CAN DO THIS.
IT'S NOT LIKE WE HAVE A PATENT
ON IT OR EXCLUSIVE RIGHTS WITH
OUR HOSTS.
WE LEARNED FROM AGAIN ONE OF OUR
ADVISORS AT LYFT HOW IMPORTANT
IT IS TO REALLY MAKE TRAVELERS
FEEL LIKE THEY REALLY ARE BEING
CARED FOR.
NOT ONLY DURING THE GOOD TIMES,
BUT ALSO WHEN THINGS DON'T GO
RIGHT.
MY HUSBAND KNOWS THIS.
EVERY TIME --
THIS WOULD HAPPEN, PEOPLE WERE
LATE OR DURING THE TIME OF THE
EXCEL SPREAD SHEET WHEN IT WAS
PRONE TO HUMAN ERROR.
WE HAD ONE OF OUR TRAVELERS GO
TO JAPAN AND CAME TO THE HOME
AND HE WAS IN HIS PAJAMAS.
WE DIDN'T SEND THEM A REMINDER.
THEY WERE NOT EXPECTING THESE
TRAVELERS.
BEING SUPER HOSPITABLE AS ASIANS
ARE THEY WELCOMED THEM IN.
THEY HAD AN EXPERIENCE.
WE FELT SO BADLY.
WE COMPLETELY REFUNDED THE
EXPERIENCE AND SENT THEM A
COOKBOOK, ONE OF OUR FAVORITE
COOKBOOKS.
THAT TRAVELER HAS RETURNED TO US
SO MANY TIMES.
IT IS REALLY IMPORTANT, WHEN YOU
GET A LOYAL TRAVELER IT IS
SOMEBODY YOU HAVE TURNED A
NEGATIVE EXPERIENCE INTO A
POSITIVE EXPERIENCE.
THAT'S ONE OF THE THINGS.
TALKING ABOUT SCALE.
WAY WE DO IT, WE WERE IN THREE
COUNTRIES OF ASIA FOR TWO YEARS.
WE WANTED TO UNDERSTAND THE
NUANCES OF EACH CULTURE AND
REGION.
WHEN WE UNDERSTOOD IT FAIRLY
THEN WE STARTED TO EXPAND INTO
OTHER PARTS OF ASIA.
IT IS TOUGH WITH TRAVEL BECAUSE
ON THE ONE HAND INVESTORS WOULD
SAY YOU HAVE TO GO DEEP AND HAVE
ALL OF THE HOSTS A CITY, BUT AT
THE SAME TIME, OUR TRAVELERS WHO
GO TO THAT CITY HAVE SUCH A
GREAT EXPERIENCE AND IF WE ARE
NOT IN ANOTHER CITY THEY'RE
TRAVELING TO THE NEXT YEAR OR
SIX MONTHS FROM THEN, THEN WE
HAVE LOST THAT TRAVELER.
IT IS A LITTLE BIT OF DIVING
DEEP AND THEN WIDENING UP AGAIN.
THEN LOOKING AT THE REGIONS
WHERE WE GET A LOT OF TRAFFIC
AND GOING DEEP IN THAT AS WELL.
WHEN WE STARTED, INDIA, THAILAND
WAS BIG FOR US.
IN BANGKOK WE HAVE CLOSE TO 50
HOSTS.
WHEN WE GREW TO OVER 20
COUNTRIES IN ASIA, JAPAN WAS A
HUGE MARKET FOR US.
WE ARE LOOKING TO EXPAND OUR
HOSTS IN JAPAN.
WE TRY TO HAVE ON BOARD 5-10
HOSTS IN EACH CITY TO START
WITH.
WHEN WE KNOW THE DEMAND IS
RISING WE PUT MORE RESOURCES AND
BOOTS ON THE GROUND TO SEE IF WE
CAN SCALE UP THAT CITY TO A
CRITICAL MASS.
- YOU ARE LOOKING AT CRITICAL
MASS AND GIVEN IN YOUR LAST
SLIDE OF ASKING US, YOU ARE
USING THE NETWORK AND COMMUNITY
TO HELP YOU BUILD AND SCALE IT
WITH INTEGRITY.
- YES.
COMMUNITY HAS BEEN REALLY
WONDERFUL.
I THINK PEOPLE IN FOOD AND
TRAVEL ARE SO PASSIONATE AND
LOVE WHAT THEY DO.
THIS WHOLE AMBASSADOR PROGRAM
CAME ABOUT BY ACCIDENT.
YOU WOULD GET PEOPLE WRITING TO
US AND SAY I LOVE WHAT YOU ARE
DOING, HOW CAN I HELP?
WE WOULD SAY WE DON'T HAVE
ANYTHING YOU CAN DO RIGHT NOW,
BUT WE WILL PUT YOU ON THE LIST
AND GET BACK TO YOU.
YOU HAD ALL OF THESE PEOPLE,
PHOTOGRAPHERS AND BLOGGERS AND
WE ARE LIKE, MAYBE WE CAN GET
THEM TO VET OUR HOSTS.
WE TRAIN THEM, AND IN EXCHANGE
FOR A FREE MEAL THEY GIVE US
THEIR UNBIASED OPINION AND
PHOTOGRAPHS.
WE HAVE PHOTO CHECKLISTS AND HOW
TO GIVE US THE BEST PHOTOS AND
THINGS LIKE THAT.
SOON WE HAVE A FEW HUNDRED
AMBASSADORS IN OUR PROGRAM WE
CONSTANTLY COMMUNICATE WITH.
WHENEVER THEY ARE TRAVELING AND
THEY HAVE A HOST IN THE REGION
WE CONNECT THE TWO.
WE HAVE A SOPHISTICATED SYSTEM
OF DOING THAT RIGHT NOW.
- WHAT WOULD BE THE BEST WAY FOR
A STUDENT TO SEEK ADVICE FROM
YOU GUYS?
- FAX.
(LAUGHTER)
AN E-MAIL TO ME AT
AKELLEY@ANNIES.COM.
- HOW WOULD YOU SPELL THAT?
A-K-E-L-L-E-Y@A-N-N-I-E-S.COM.
I WOULD
BE HAPPY TO TALK TO ANY
ONE.
- SAME.
AASHI, AASHI@TRAVELINGSPOON.COM.
- THANK YOU BOTH FOR BEING HERE.
IT IS WONDERFUL AND INSPIRING TO
HEAR BOTH OF YOU.
(APPLAUSE)
- WE WILL SEE YOU NEXT WEEK FOR
SAM KASS FOR THE FINAL CLASS.
NEXT WEEK I WOULD APPRECIATE IT
IF YOU ALSO THINK ABOUT WHAT WE
SHOULD ABSOLUTELY REPEAT IN THE
CLASS AND WHO IS MISSING OR THAT
WE SHOULD INVITE IN THE FUTURE.
THAT FEEDBACK WOULD BE REALLY
HELPFUL FOR ME.
THANK YOU.