Sari Kimbell: Reinvention Coach | Speaker | Author | Podcaster | Course Creator

Join us for an insightful conversation with Sari Kimbell, a distinguished figure in the Consumer Packaged Goods (CPG) industry. In this episode, Sari, known for her extensive experience as a former Whole Foods buyer and an expert in the food sector, delves into the nuances of succeeding in the retail landscape and the art of entrepreneurial thinking.

Listeners will be treated to a journey through the intricacies of developing a food business, from the grassroots of farm-to-table movements to the high-stakes decisions of large retail environments. Sari's unique blend of personal anecdotes and professional expertise illuminates the path for aspiring entrepreneurs and industry veterans alike, highlighting the significance of perseverance, creative problem-solving, and the ever-important mindset shift needed to navigate the complex world of CPG.

Tune in to this episode for an engaging and enlightening exploration of the challenges, victories, and transformative experiences in the world of food business and design. It's an essential listen for anyone passionate about the confluence of design, business strategy, and the evolving food industry landscape.

Transcript

Sari Transcript

 Kirk and Kurtts number 65 have a very merry 

seri.  

Here 

you go, have some fun.  

I'm Kirk Visola, I'm the founder and creative director of Mind the Font, and I'm here with my good friend  Andy Kurtts, 

founder and creative director of Buttermilk Creative.  

And this is the Kirk and Kurtts Design Podcast. Beep 

beep beep.

Beep. Beep. Beep. 

Beep. Beep.  All right. So  we have today on our show a person who I am incredibly intimidated by because of their savviness and tact and everything else in regards to CPG as well as being a podcaster. Um, an extreme reinvention, reinvention coach, a speaker, author, podcaster. Like I said, course creator, former whole foods buyer, former organic foods person, Rocky mountain region manager for all kinds of just the list goes on and on.

But today, um, we have, um, Sari Kimbell, not related to Richard.  Um, how did you guys escape Tommy Lee Jones? Anyway, that's the biggest question. I mean, you kept harassing your dad. And it was some serious bullshit. I just wanna know,  are you guys still friends or, I'm sorry, I couldn't resist. I'm a smart ass and I love the Fugitive, but thank you so much, Siri, for coming on.

It's so awesome to have you on.  

Thank you so much for having me. This is really fun. Been looking forward to it. 

Yay. Um, yeah, so we were inspired. Yeah. Andy and I were inspired too by your.  content format, as well as the length in which you do things. So we're going to try to keep it short and sweet. Uh, cause we tend to drone on and on like I am right now. 

Challenge accepted. Let's go.  Let's get to the meat.  

So  always start with the origin story.  And what is your origin story?  

All right. Yeah, I, I'm not going to go back to the beginning of time on, on this for the challenge here to keep it short and sweet, but, uh, I would say, you know, in my twenties, I was always really involved in, um, food.

I was waiting tables, um, working in restaurants in San Francisco and there was the farm to table movement starting to happen. I'm way, I'm older than you guys probably think I am. So this was  the 90s. And, um,  just always felt a pull towards the food in space and how it brings us all together. Um, I was always searching for my purpose, like the big capital P.

I didn't go to school, like I didn't go to college right outside of, right out of high school. I tried a whole bunch of shit and was just constantly like, What's my purpose? What am I meant to do here on the world? And, um, and I really should, if I could go back to that.  Younger self, I would tell her to like calm the fuck down and chill out and it's all going to be okay and have a little bit more fun. 

Yep. Stop being so anxious all the time. Um, but as I got older, um,  Uh, in my thirties, I ended up working, I got, um, laid off from, I was in real estate. I was a junior high teacher for a little while, and then I was in real estate development and I got laid off. It was 2008,  not the right time to be in a real estate.

And I ended up getting a super random job at, uh, an organic farm in Northern Colorado.  I had no idea what I was doing. I had never done sales. I basically created a job.  I went in for an interview for one job and he's like, well, I don't think you're the right fit for that, but what do you think about doing all of this other stuff? 

Okay. I'm laid off. I love food. Right? I was definitely calling the food space. And so I said, sure, let's do it. And so I created a wholesale program. I was, uh, delivering, uh, created a wholesale program delivering to chefs and small retail. We were doing, like, direct store delivery to some of the Whole Foods in the Colorado Denver area.

Um, we were, we were actually the fifth largest organic farm in the U. S. at the time.  The farm was no longer there. It's gone bankrupt.  Oh, it was a cool job. We, um, I oversaw the CSA, um, after a while I took over the CSA, the Community Supported Agriculture program. We had 5,000 members. It was insane. Um, it was ridiculously stressful and fun and all the things we were supposed to do.

And then, um, I could see the riding on the wall. The farm was, uh, probably not gonna last. Um, and so I went over to Whole Foods Market. Um, there's a theme here of like, I don't really ever know what I'm doing, but people see my potential.  They're like,  we like you.  

Yeah. It's everyday life for me, so yes, I feel you. 

Just stumbling through life. 

You know.  

I, um, joined Whole Foods Market as a buyer for the prepared foods department at the local store first, and then I went to the regional, um, offices for a while, and I was helping onboard local makers and helping them be more successful in the Whole Foods system. And, um, then I was the marketing director back at the store level, um, for the Fort Collins store.

And, um, just. Local was always a focus of mine, like how do we support these local growers, makers, producers, all of it, you know, and really, um,  this was pre Amazon days, so this was about community, and we had big budgets, and I had a big staff, we were the third largest store in the Rocky Mountain region, and, uh, I put, I put as much muscle as I could behind supporting local and helping people be more successful. 

And then I got laid off again.  Ha ha ha ha. And uh, yeah.  So, 

I took it much better. There's also another theme coming. Yes. It 

was finally time to go make my own way and not be at the mercy of a corporate job. So, um, yeah, I got laid off. And, uh, it was kind of pre Amazon. They were trying to clean things up.

And, uh, they laid off all of the marketing departments. And then kind of consolidated. Yeah.  Um, it was a pretty incredible time when I look back. I mean, I had two chalk, I had two designers, two graphic designers. One was specialized in all, you know, do you guys remember all the beautiful chalks that they used to do?

Yeah, oh yeah. Whole foods. Yeah? Yeah. Um, so I had two full time graphic designers. I had a full time marketing assistant. And then I had two part time people.  And none of us were like, on the floor directly impacting, I mean, we were impacting sales through our marketing efforts. Yeah.  Wow.  I look back, I'm like, that was pretty fun.

Like, they don't have budgets 

like that anymore. No.  Not 

at all.  So, um, I got laid off and, um, decided to take that. I was also going through, I had gotten through a divorce. I turned 40 that year. I was like, All my identities were shattered that year, and I was like, huh, okay, now what? And, um, I had some runway from the divorce, I was living with my mom, I got the severance, so I just decided to take a little time off.

I think I frankly had a little PTSD.  Mm hmm.  And, um, and then I found myself, uh, helping somebody with their, they had a commissary kitchen, and she needed help, and so just kind of part time, I was meeting with People who are excited to make their products and, uh, they'd show up very excited. And I would start asking them all these questions, wondering, Hey, what's your business model?

How are you? What's your profitability? What's your cogs? And they looked at me like I was crazy.  And I just said, you know, I was like, there's something here where these are the people I really want to help. I help them at Whole Foods and helping these people for a long time. And so had a lot of unique.

Experiences that, you know, made me a quote unquote expert in some areas. And I was a,  I was a really good learner, figured things out. So  I launched, um, an online program called Food Business Success in 2019.  I worked with one-on-one clients, and then in, uh, 21 I became a certified life coach. So,  wow. 

Just 

I realized running the gamut.

Yeah. Because I all of a sudden had to become an entrepreneur. And I was dealing with all the shit, all my mindset stuff, all the drama. And then I was trying to help other people. And I'm like, wait a second. It's actually not the strategy and tactics and all the things that everybody says they're hungry for.

It's all the mind drama. Like, you're your biggest problem. So that leads us to today.  

Wow. And that's a nice way to circle back to what you initially said. You are your biggest problem.  The journey you went on  So you laid the foundation to give you a strong cornerstone on a very particular market in, in the retail space, the CPG market.

And you worked with farms, so you understand like the buying aspect of the farms, but also how those things circulate and process through and food in general. Then you worked with a large retail group where you were a buyer there, as well as like the head of the marketing department. So you understand how that aspect works of getting into a store. 

It's hard to tell people that Whole Foods won't even look at your product if it doesn't look good enough to sell. Like,  you have the best product in the world, but if it doesn't market well or look good, they won't put you on shelf. And then you decided, hey, I'm going to, um, start my own thing because I just happened upon a kitchen that has all these CPG counters. 

You are the,  don't take this the wrong way,  forced gump of the CPG industry. Meaning like, you just happen to be at the right place at the right time. Uh, you really absorb what's around you and you apply simple, simple things and simple ways to help others get out of your own way. Right. Um,  and you're not as fast as, as Forrest, but you're much more, more smart.

Um, so yeah, I, that's just amazing. I,  I love, I love hearing that. Now, what are some of the challenges, Andy, I don't know if you had any questions, but I did have a question because  it was weighing on my heart  as a female. In this space,  what are some of your biggest obstacles or challenges in regards to having people listen to you and actually respect your opinion because oftentimes women are overlooked as well as other marginalized groups just like, uh, Pisha, whatever, I'm not going to trust you, you're a woman, like, what obstacles have you had to face or about overcome because of that? 

I have never been asked that question before. I've done a lot of podcast interviews. Uh, it's a great question.  

We ask great questions on the Crypt and Curse Design Podcast. We do. That's  what we do. 

Um,  I mean, I definitely will say at the beginning, and maybe still a little bit, there were some challenges around, um, the bro club, you know, I'd go to like,  back in the day, going to Naturally Boulder and other networking events, and there was,  I mean, CPG, especially the very successful people, tend to be men. 

You know, we know that there's more  BC money for men and, and things like that. So  at first I was like, Hey, I'm sorry. I help people start package food businesses. And it was kind of like, that's cute. Like, who are you? You know,  but I've lasted and  I'm sassy enough and fun enough and.  That I can hang  Yeah, well 

if Brandon's recommending you and your friends with Brandon not to interrupt  That  dude, yeah, I you can hang  yeah, he's one of the few guys I know that  He will talk to you like, oh, that's not gonna fucking work.

That's, that's not gonna work. You're just, no, it's wrong. Yeah, I'm kidding. You could have said that nicer, but So if he's recommending you, that means that you could put up with him. I'm so happy you're on. And as I interrupted you, when you were talking just like men do. Um, and talked over you.  

Serious fighting.

Yeah, I mean  

That's it. That's it. That's, that's, that's my job. Serious planning. Um,  I'm telling you, girl, trademark that. Serious planning.  What, so aside from getting out of your own way, is there any advice that you can give? Because I know your time is not free, which y'all, I'm not a podcast listener, but go check out her podcast because I was hooked on the first one.

I am going to listen to more now, but you know, your time isn't free. 

Yeah. That was a bit of a rant one.  Oh, that's, that's 

the best. Oh my God, that's the best. I think every one of our, yes, every one of our podcasts, when it's Andy and I, I all, I go off on tangents like  at least 10 times during the episode. 

That's, you said human factor is one of the biggest challenges and your time isn't free. And this goes back to what Chris was saying too, that oftentimes we get so entangled in wanting to make a sale or wanting to make an impression or fear of losing out on a customer that we,  we, um,  You know, lose our morals or we go against our morals and what our foundation is initially like, this is what I'm charging.

This is what I'm worth. But if someone comes in and says, Oh, well, what you, and you have to think about it, it's like, how do you coach people to, to realize their worth and to realize that their time is worth something and their products were some. Yeah. 

I  mean, that episode really came about because, you know, speaking of women, like I, I think  just to put a bow on what we were just talking about and it ties into this is that.

I actually think being a woman has actually really served me in a way, and that, um, I come across, and it's, I mean, it's real, I'm very nurturing, and I want to bring in, I want to make this space more inclusive of, um, for all, uh, you know, women, men, um, all  ethnicities, everybody, right? Because I really believe that whether you are successful, quote unquote, with a capital S, like, I'm Justin's with the 286 million  buyout, right?

Like, I don't care if all you do is sell 1, 000 in product and you decide it's not for you. Entrepreneurship is a vehicle for you to become a better person.  And so I want to encourage people, especially women, especially, you know, we have so many amazing people making amazing products in their home kitchen. 

Let's get them a place where they can just start selling at a minimum viable  cost, right? Just get them up and running because I really think you're going to learn so many amazing lessons about yourself and become a better human.  Um, so that's, that goes against the bro club of like, we only, you know,  the big,  the big money.

But  yeah,  we were talking about this last week with  our season opener,  limited time offers.  You know, anytime a company has a limited time offer, depending on the company,  they will buy it, like, you roll something out and you can take risks then, but the thing that's established is, the company that's doing it has a great brand that tells a great story and is consistent in their storytelling because people will see past your bullshit.

People will see when you're not being authentic and when you're not being real, and that's exactly what you're talking about. When people are genuine and have some care and concern, it turns them into More empathetic leaders and it starts that entrepreneurial step towards I want to make things good And I want to tell you why I'm making this because that's what you're buying.

You're buying in essence me  And I like the fact you said make a place for people to sell. Yeah, give them a space  

Try it out. And I think that's how we're gonna change the world and make it better and be more inclusive is like How do we get? People who just have this great idea because so many people that in the like the big industry They all they don't they know that early stage startups and I'm talking early stage like I have an idea I make the best most amazing fill in the blank salsa kombucha coffee, whatever and Everybody's gonna try it.

You know, everybody's gonna love it and  Nobody will touch those people right cuz they're like they don't have any money Yeah, and  so I'm willing to like And even Brandon's always like, I can't believe you, you must, you're a saint, you know,  like helping people just create the entrepreneurial chops of like, how do I make offers?

How do I get rejected? How do I put stuff out there? Even when it's not perfect and just try it out and I'm going to risk rejection and failure and all the things. That's what entrepreneurship is really about. Like, who cares what your product is. I mean, I better be amazing, of course, but like, it's really about you as an entrepreneur, as a founder, like  putting yourself out there and it's fucking scary.

So that's, that's where I really, I think I'm very unique in that way because I'm really trying to help people become more business minded, put themselves out there and nurture the entrepreneurial journey. Uh, cause so many people start and stop so before they need to.  

I'm getting pumped up just hearing this. 

Cause it, it gets,  it gets so overwhelming just because you're not, there's no school for it. And so you just have the passion for a product. Um, but you don't, yeah, there's no, there's no path. And luckily nowadays there is more.  Like the timeframe you're talking about, there was, um,  there wasn't any kind of,  I don't know, like all these new resources that have popped up, startup CPG  and, um, food bevy and whatever, you know, all these, all these things, um,  even like BevNet and NOSH and just these, these  things that now focus on the startup community, um, weren't around in the 2007, 2008, sort of that 

timeframe. 

We're very fortunate. 

And so, yeah, so like to, to be able to, you know, supply these folks with these tools and they're pretty basic tools, like your book, key ingredients. It's, it's not that big, you know, like it's a quick read, but that's a great, it's like, it's just this great sort of like. handbook to have by your side, you know, as you're, you know, fumbling along.

Um, and I noticed there's some things that I had to Google, or, you know, I remember Googling when I was starting out helping brands get the right FDA compliant, you know, label, or how do I format this or that or whatever. And you cover it in here. Um, and it's funny, you said something about, you know, like you don't have to Google anymore, you know, like it's all in here.

Um.  But it's neat, you're tapping into that, and I mean, you were probably, you were an early adopter to that sort of,  to what now we sort of, has become sort of um, I don't know, like commonplace. Yeah. You know, we're used to tiny brands launching,  and uh, and so you're, you know, you were on the front end of that, um, helping, helping them get started, and  um, yeah, you definitely have a bit of a foresight.

You know, that it sounds like as well, you know, in each of your stages of your career too, um, as well. Yeah, all, 

all 90 of them. I 

know. Yeah. I will say I feel like I have finally found my purpose, you know, because I talked about the beginning of my origin. Yeah. With a capital P. Capital P.  I don't think it's like that you're just doing one thing, but for me, it's like, I'm serving people to help them become better versions of themselves to, and frankly, to suffer a lot less, like,  you know, as entrepreneurs, I bet 90 percent of the people listening are entrepreneurs and,  you know, we  were doing really hard shit, but we're suffering so much along the way.

We're in anxiety. We're second guessing ourselves. We're, I'm feeling terrible every time somebody rejects us, um, and it, it's awful and it's, it's completely unnecessary. And I only know this because I was in it. Yeah.  I figured it out, right? And right. Yeah.  Well, one of the things I was gonna say, um, I love that there are so many amazing groups that are supporting and yeah, when I started, which I don't mean to be like, I'm the old timer, which I don't think I am.

I mean, Allie Ball was like a year and a half, maybe two years before me. And I totally reached out to her like, 

and here we are, we're good friends. And, um, I actually coach in Jordan's group, Bevy, um, solving your biggest problem, we do mindset coaching in there. Um, but a lot of these groups are still so focused on the tactics and the strategy and the how, like just give me the plan. Give me the social media plan.

Give me, if I just knew this one thing, and you're like,  it's all there. What's the formula? It's that you're not actually doing the shit. You're not, like, becoming a CEO. You're not following through. You're not creating discipline. You're getting locked up in your own drama. That's it. I think the bigger problem and we need to be talking 

about that.

Yeah. 

Yes. Yeah. 

Yeah. I think there's some, some sort of camaraderie  with  brands who have made it and brands who have done stuff. I think of like, or Bora or Midday Squares or brands that have started to gotten started to get big, but they're still humble enough to like have conversations and answer questions because they've been there.

And it takes, it takes a certain kind of asshole to not be willing to help someone when they're going through the same thing you're going through to make it easier for them. How does it hurt you? Even if they're doing the same thing you are, you have to have enough confidence in yourself and in your product to help someone along the way to, to give them a lifting hand because what is the rising tide lifts all boats, right?

So. Why wouldn't you help people around you and, and explain things? Because the more people who do this, the more people who are involved in, in helping others, the better off everyone becomes because we're all able to experience and help and learn and grow. And that's what it's all about. So I think that's really, truly fundamental, the idea of wanting Mm-hmm, to help, like you want to help.

And  of course you're gonna get paid like, duh.  But there's no angle like that's the thing and I think a lot of times people want to see like, oh, what's your angle? Like what are you trying to get from me? It's like  I just want to help  So that's that's so important. It's it's  you are you are a  Saint amongst  the amongst the bros sinners  or bros frat bros, I Love the 

and this was something that  Midway through My  Current career running buttermilk creative was something that I discovered, which is the mindset and like, and like, um, my particular mindset came from this, um, pricing coach, uh, Blair ends and they talk about the Jedi mindset and how like you show up to, uh,  you show up to proposal meetings, uh, you know, you are the prize, you know, that.

It's not the other way around. Like the job is not what needs to, you know, you don't need the job that the client needs you, you know? And you're the, and that really helped me sort of like, I don't know, like I've never been good at proposals and like, I'm Southern, so like I tiptoe around things and I'm, you know, very non confrontational and at least having that mindset going in there and being like, take it or leave it, you know, like, here's, this is how much it's going to cost. 

You can, if you don't, if that doesn't work for you, that's okay. Um, but that helped me because before I'd be like, well, what, how much can you afford? Okay. Yeah, we can do that. We can do that. Yeah. Yeah. We'll bend on scope and we'll do all this stuff and timelines and whatever. 

You bend over backwards and then you're hating it.

Yeah. And 

then they're terrible clients. So the power of mindset brought, so now the, you know, just talking about broadly, that's my little mindset that helps me. But like, when you talk about mindset and just there's the power of mindset is amazing. Once you start digging into that,  how in the, and so, you know, just listening to your other podcast, the invention podcast  and how powerful our minds are in either making us feel really shitty or feel really good.

And be okay with, and be content. It's like, it's there.  Yeah. It, it, there's no  magic formula. It's just, it's there. It's just, you know,  being able to set your mind and yeah, anyways, it's 

uh. It's the difference like, it's the same exact scenario. Maybe you're, you're a CPG brand and you're going to go approach a buyer and either way that's a circumstance, but if you're coming at it from like.

I don't know if my product's worth it. I don't know if we're good enough.  Right? Like, we get into our head and all the anxiety and maybe I can't supply it and what if I can't blah blah. Apologizing. Yeah, like that's a very different energy than like, my product's amazing. Take it or leave it. I believe in it.

It's priced accordingly and here's how we're going to support it. And I have a plan. And I'm going to be a great partner, right? And you're showing up with a completely different, like. Again, it's a want versus need, right? It's not a like, I need this so much, right? Please, I gotta have this versus like,  I want this for you!

And I tell people all the time with coaching, like when I make offers, I, I want this for you. I want you to see success and I can't make people get coaching, right?  

Right. Yeah. 

But it's a different energy. Same exact situation, right? Approaching a buyer.  

Yes, I think. Yeah, yeah. Confidence. Confidence and organization are so much more important than your product itself.

Like, people, like I said, people will buy you. And so if you're coming there and like exactly what you said, this is my product, this is how we're going to market it, these are the regions we have, these are the stores we're in, these are the SKUs I want to do, here's what I'm looking for for the future, possibly to expanding.

So you have like a plan, people are more enthralled by like, oh, okay, this person is confident, like you, it's almost contagious. Like, right, you give what you want to get, and it's like, it's a very contagious thing. Um, and I really like that a lot, but, um, you know, we are coming up on time. 

I know. We had a challenge to do a short episode.

And this 

is, it's because of you. You just got started. I'm not paying you for coaching, coaching me through your podcast.  So I'm just taking your advice and running with it. 

Well, I, I hope that at least this was a good intro to, to me and I have two podcasts, Food Business Success and then Reinvent with Sari Kimbell.

So one's very like nurturing and every now and again, a little rant and then one's like pretty spicy.  

Yeah, that's great. And  we always say once, once a guest, always a guest. And this is the first, cause I feel like we've scratched the surface on, on your plethora of knowledge. So this is so awesome. But.

We're going to do a quick informal goodbye, and then we'll see a proper one in a sec, but  I, um, Oh, anything you would like to add besides the podcast stuffers?  Just want to make sure.  

Yeah, I guess. Um, I mean, you guys have the book already. So, um, key ingredients. You can find it on Amazon if you're starting or kind of in those early stages of business and then foodbizsuccess. 

com and everything's got a YouTube channel. All the things are foodbizsuccess. com. 

Awesome. Awesome. Thank you so much. Um, awesome. I am Kirk Visola. I'm the founder and creative director of Mind the Font. And I'm here with my good friend.  

Andy Kurtts. Founder and creative director. And 

we are joined today by the amazing Sari Kimbell, not related to Richard.

Thank you so much for coming on and we'll talk to y'all next time. Peace. Thank you. 

Bye. 

All right. 

Okay, Sari. Yay! 

Thanks so much for tuning in to the Kirk and Kurtts Design Podcast. A very special thanks to our guest, Sari Kimbell. You can find out more about Sari in the podcast description. Peace.