Q: What is Mix1 and why did you decide to found the company after leaving IZZE Beverage Co.?
A: Mix1 is a company dedicated to providing the highest quality all-natural food and beverage products that support health, wellness and performance through truly functional nutrition. When we create a product, we will not compromise on quality by using artificial ingredients, nor will we make claims of functionality without true scientific support for the nutritional benefits of our products.
I founded the company in mid-2006 with my two partners because we felt that there was an unmet need for a healthy snack or meal replacement that was all natural, relatively low in sugar, had a significant amount of protein and tasted great.
Q: Since Mix1 began how have sales and volume increased?
A: We are very fortunate to have received incredible support from retailers and consumers. Within six months of our first production, we were one of the fastest-growing products at King Soopers and Whole Foods here in the Rocky Mountains.
That initial success was a major factor in getting national placement with Whole Foods within nine months of making our first product and national authorization with Kroger in late 2007. Now we are in more than 3,000 stores, with new retailers and stores being added every month.
Q: What year did you found IZZE Beverage Co. and what happened to the company?
A: A partner and I founded IZZE in 2002 to be a natural alternative to the typical carbonated soft drinks/juices in the market. Over the next four years, IZZE grew quite nicely, based in large part on getting placement in large retail locations such as King Soopers, Whole Foods, Target and Starbucks. IZZE was sold to Pepsi in 2006.
Q: You started in the beverage business in your family’s brewery. How did you make the leap from brews to natural beverages?
A: My family was in the beer business, The Stroh Brewery, and I worked there for 12 years. Stroh’s also made a product called Sundance, which was a sparkling fruit juice similar to IZZE. It was before its time in the early ’80s. This was my inspiration for IZZE, which got me into the natural-beverage business.
As much fun as the beer business is, I truly love being involved with a healthy product like Mix1.
Q: What have been the challenges of being in the natural-beverage business?
A: I feel that the greatest challenge I have been through as an entrepreneur in the natural-beverage business is working with a very small budget to launch a product.
You have to work extra hard and very creatively to get the word out about your brand. Many large companies will launch using traditional media to educate people about their product, but it is just not realistic for a small startup. Therefore — as a true entrepreneur — you have to get your hands dirty day in and day out. It means making many sacrifices in your personal life and working long hours.
And given that it’s the beverage business, spring and summer are the busiest times of the year — and that means working just about every weekend. However, all of this extra hard work makes victories — even small ones — that much sweeter.
I am lucky to be surrounded by a team that knows their hard work will ultimately lead to creating a successful brand.
Q: You have said Mix1 has helped you on the dance floor. How?
A: I take my dancing very seriously. Think Kevin Bacon in Footloose. I am all about freestyle on the floor. Well, when you dance like that you need sustained energy that keeps you out there making fancy moves.
Edited for length and clarity by Elizabeth Aguilera
