Sari 0:04
I'm Sari Kimbel and I've done just about everything in the food industry. I have helped hundreds of packaged food business entrepreneurs, and now I want to help you make your delicious dream a reality, whether you want to be successful at farmers markets, online, or wholesale onto store shelves. Food business success is your secret ingredient. I will show you how to avoid an expensive hobby and instead run a profitable food business. Now, let's jump in. Welcome back to the podcast. So happy to have you here today. We are continuing on with the sales series, and I have an amazing guest for you guys today, someone who I've known a very long time, and she is just crushing it, killing it in her kombucha business. And before we jump into the interview, though, I would love for you to take two minutes out of your time. Please head over to Apple Podcasts and rate and review the podcast, or go to the Food Business Success Facebook page and leave me a review there. I would love to read it on air, and those reviews helped me grow the podcast and the audience, just like you. How you found it helped me find those people, so appreciate that. And here we go on with the show. So I am so excited to welcome my guest today. She and I go way back, way, way back. So, welcome Rachel Walker of Life's a Buch Kombucha. Thank you for being here today.

Rachel 1:49
Thank you for having me. I'm so excited to be here.

Sari 1:52
It's fun to have you back, ot on the podcast, but we've done some Instagram lives, we've done check-ins here and there, so people definitely, if you've been listening to podcasts, have heard your name before, and we can put a link to our, we did a, yeah, that Instagram live, and then it's on YouTube now. That was back in 20, I think, summer of 2020 so we were catching up then.

Rachel 2:20
Yeah, so it was the height of Covid back then.

Sari 2:23
Like what's happening. So I would love for you just tell people a little bit about you and your business, and then I just. We haven't talked for a little while, so I want to, I want to check in for me and to check in for everybody else as they've, like, people have come along this journey with you.

Rachel 2:42
Yeah, it's been a while. A lot has been going on since we've talked last. It's been pretty crazy, but good crazy. So, my name is Rachel Walker. I'm from Colorado. You know, love being outdoors, love spending time on the water, love spending time hiking and camping, doing whatever I can. When I'm not spending my time outside, I am hustling and bustling kombucha, brewing a lot of kombucha, bottling a lot of kombucha, doing sales, doing deliveries. So we're called Life's a Buch based out of Fort Collins. We've been in business for almost four years now, it's our fourth summer at the farmers markets. I cannot believe it's better. Yes, I know it goes by so fast yet so slow at the very same time, but we're in almost 50 stores all around the front range, so you can find us at stores in Denver, Boulder, Greeley, Fort Collins, of course, and then we just got into a couple stores in Laramie, Wyoming, as well.

Sari 3:44
Oh my god.

Rachel 3:45
That's pretty exciting. Finally made it across state lines, but we are a very low sugar kombucha. We only have six grams of sugar per 12 ounce serving, which makes us have the lowest content out of sugar content out of all of the kombuchas, the local kombuchas in Colorado.

Sari 4:01
That's awesome.

Rachel 4:02
Very low sugar content, 100% woman-owned, and we also use locally sourced ingredients as well, whenever we can, and a good 85% of our ingredients are organic as well.

Sari 4:15
Yeah.

Rachel 4:15
So very light taste, we're not super pungent. I tell people nine out of 10 people who hate kombucha love ours. It's science. I've done the research, and you can't argue with science, but we're very mild. We're not super vinegary. It's, you know, it doesn't kind of punch you in the face like other kombucha's do. So, just a great alternative for soda, if you're not drinking alcohol. Also, a great alternative, but I started brewing kombucha. I had really bad acid reflux, and I found that when I consistently drink kombucha every day, it's completely eliminated my acid reflux. So, it's a great, great gut healing, full of probiotics, full of nutrients, antioxidants, but really just all around good for you health wellness drink.

Sari 5:01
That's so cool. Yeah, you've definitely made a name for yourself in the kombucha world here in Colorado, which is a very crowded space, for sure.

Rachel 5:12
Yes, and you know it's, it's getting to the point now more and more people are hearing about it than not. You know, if I tell them I own my Life's a Buch, they're like, I love that kombucha. I get it at Luckies Market all the time. That's happening more and more, especially as we're expanding. So, that's pretty cool.

Sari 5:29
Yeah, and I don't think. I think the last time we talked last winter, you.. I don't know that you were outside of kind of northern Colorado. So, is that new that you've gone into Denver, Boulder.

Rachel 5:42
Yeah, so we had been in a couple stores, you know, in Longmont, Loveland areas, but over the past year we've really expanded. So we're actually doing the Boulder farmers market on select Saturdays and then select Wednesdays, and same thing with the Longmont Farmers Market, and we're also doing the Netherland farmers markets as well. That has really helped expand the business and the growth of the business, and just people being aware of what the business is, which was why I wanted to expand into those markets, because you know it's untapped market for us, because we haven't been there before, and so same thing in Boulder and Denver, more people are hearing about who Life's a Buch is, and they know who we are.

Sari 6:24
Yeah, and so are you in retail as well, down in these areas?

Rachel 6:28
Yes, we're at Levers Locavore, off of West 38th and Denver, and then at Luckies Market in North Boulder. Also working on a few more stores in Boulder as well, but yeah, we're in a few patients. Hopefully, once the market season dies down, I can get into some more stores in the Denver area. We are self-distributed, so I do all the deliveries, which has been a lot this summer, with, you know, we're doing four to seven events or markets a week, so it's been a lot to try to figure out, like, what works best for my schedule, but we're making it work, and so I'm excited for the market season to die down, that way I can kind of hit sales again and get some more accounts.

Sari 7:08
Yeah, and you know, we have people listen all over the country, so if kind of give people a frame of reference, you know, you well, I mean, your business model, I love it. I know people, some people are like, I never want to do farmers markets, but I love the way you have grown organically. You started out at one or two local farmers markets, you were able to leverage that awareness to then get your product into a couple stores, which has just grown that, and you really stayed, you know, I describe it as like that, like you got to start with your initial circle of influence, and then work the rings out, and because you have this model of self delivery, you purposely have, or self distribution, you have purposely stayed really hyper local, kind of saturated that market before you go to the next sort of outer ring, if you will, and then I love that you chose a market model where you're like, okay, if we're going to go into, you know, this next outer ring of where my sort of home base is, then we're going to do that same market strategy, grow awareness, which then gives you leverage to get into stores. So, would you say I kind of described it?

Rachel 8:20
Yes, that's exactly how you described it. Yes, and you know, I was kind of using this summer. I knew that this summer was going to be very busy, especially compared to last year, so it's very welcomed. But I was using the summer to expand the business to check out the other markets, because we've only done the local markets in Fort Collins and the markets that are in Boulder, Laramie, Wyoming, I'll be there later today. We have a market, Netherland, Longmont, all of those markets have been really, really good, and so now that I know that they're successful next year, I can rent out cooler space in Denver and do more markets in Denver, and then hire people you know to go pick up the kombucha at the cooler in the morning and then go work the farmers market, so I'm really hoping next year we'll be doing anywhere from 10 to 20 markets a week.

Sari 9:10
Oh my gosh, and you certainly have not done that without help. I know you were a one woman show for a while, but yes, quickly evolved, and I love it that every year, like you're in this for the long haul, this is not a quick, quickie business. And every year you've kind of, you've taken a next level step, and you've managed to sort of take some risks, and you know, not just stay super stagnant, but every year you're growing kind of organically and evolving without being like we're going try to get into all, you know, yeah, we're going to go all over Colorado, but you've like kind of grown it naturally, and I know you've brought on staff. Can you tell us a little bit? We're going to get to sales, which is what this is about, but I love. You have so many pieces, so much wisdom to share with everybody, so you are such the, like, you're such my client, like people are going to resonate with, with you so much, the people listening, because, yeah, you just started with this dream, you were home brewing, and we've been together in this journey this whole time, checking in and cheering you on, so when at what point did you bring on help? And then kind of keep, like I said, every year you kind of have these milestones.

Rachel 10:33
Yeah, so the first year, you know, I was starting my business, working a full-time job, my friends, honestly, the first year were free help, free labor. I would get us pizza or dinner, and we'd have a kombucha bottling party, but you know that wears out over time. We want to help so much. I'm so grateful for my friends. Without them, this business would not be possible, without, you know, the help of my friends and my family, of course, but after about a year I actually brought one of my really good friends, Jack, on full time as a brewer, and he eventually left, and then I was able to have another really good friend, who's actually a professional brewer, help me as well, and once he moved on to another position as well, I was able to have a summer intern, which was really awesome this whole summer. I had a student who was in the fermentation program at CSU, and so he really brought a lot of knowledge to the table. And once he left, I just hired on a new brewer as well, and he's also going to help me start working on some marketing stuff, but with going into all these markets I've been talking about this summer, there's no way I could do it myself, right?

Sari 11:45
There are literally not enough hours.

Rachel 11:48
Not enough hours in the day, and I'm only one person, I can only do so much. So I've hired a couple Bucha Babes, is what we call ourselves, and Haven and Catherine work the Fort Collins farmers markets, and then I've been the one expanding, checking out the other market scenes, and so I'm hoping to next year be at the place, have a market manager, so I can focus on other aspects of the business, and then also just me not working in the farmers markets as well, and just having employees work all the markets for me.

Sari 12:19
Yeah, well, I love it that you're willing to go first, and there's no better representative for a product than the founder, yourself.

Rachel 12:27
Exactly. And finding that's, you know, some advice is my two Bucha Babes this summer. I have three employees right now, which is awesome. That's just a cool thing to, you know, say out loud that I have.

Sari 12:39
Yeah, you are employing people, you are getting people work for me.

Rachel 12:43
Yeah, really cool finding people that are passionate about your product. When I posted for help, two of my friends reached out, and they're like, "we would love to work the farmers markets this season, and they have been amazing, and it's 100% people I trust. If I happen to have a Saturday off, which doesn't come very often, if I'm, you know, going camping and I'm not in service, I have no stress, because I 100% trust them, and I know that they're passionate about Life's a Buch, and that they're going to sell it well. So, hiring people, whether they be someone you know before or not, hiring someone that's passionate about the business that you're in, whether it be kombucha food, any other sort of thing you find on a retail shelf, but finding someone who's passionate about it, because you're going to make more sales if you're passionate and excited to sell your product.

Sari 13:32
Yeah, 100%. So that's actually a great segue into talking about sales, which I, you know, we're, I'm doing a sales series on the podcast, because this is an area that I think a lot of my people, a lot of people listening, get really hung up on, and that's that's because, you know, they've never been a salesperson, like they've been in the kitchen perfecting this product, which is awesome, and then they're like, okay, now I'm a real business, yeah, and I've had people tell me, like, I'm just, I'm terrified, right, like they can get all the way to a product, and then they're like, I'm so scared to actually sell this, so when we're, I mean, we, you do both the farmers market and wholesale, and like I said, we go way back. Rachel and I work together at Whole Foods Market. She was one of my favorite people to work with at events, just because you guys will hear it in her voice, just her positivity, and kind of light the way she approaches life is amazing, but yeah, so we've known each other a really long time, and then when you started, when you were like, I'm thinking about doing this, you came and saw me at the Small Business Development Center, and you were still working the full time job, and so I think you're such a great example, and I know we've talked sales before, but to give people both from, like, let's maybe approach farmers markets first, and then we can talk about wholesale, but what are some sort of, what, like, how do you approach a farmer's market, to what's your mindset? What are some of the tools, some things that you use and do at a market?

Rachel 15:28
Yes, well, first off, I love sales. I would have to say that the sales, and just connecting with the store managers, the for me, it's the dairy managers, or the grocery managers, or the market managers, the farmers market managers, connecting with more people who are, you know, working in our community, trying to make it a better place, is one of my very favorite things about owning a business and running a business. So, for farmers markets, I always like to tell people, you know, look at what other vendors are doing, what do you like about what they're doing, and what do you think are areas of opportunity for what they're doing? Make sure you call out what you're selling. So, it's been a scorcher this summer, so we have a little A-frame right in front of the tent that says Ice Cold Kombucha. Call out your deals, so we do buy six, get one free at every single market as well. You know, and then do some research online, Google, you know, great farmers markets setups, and see what works, see what you like again, see what you don't like, and kind of go from there. And then taking feedback from other vendors and also customers to see what they like and what they think works as well.

Sari 16:37
Yeah, and then how do you show up? So, well, actually, I'm going to go back a little bit, because I think it's easy. Maybe that's just the word sales, right? But what I heard you say is I'm just making friends, like just talking with people. And actually, I was talking to this woman yesterday. She's actually working on getting on to airlines, which is a cool area. Yeah, but she said something about sales, and she's like, I don't do sales, I just bring people some cake and have, like, make a new friend. Yeah, that's a great way to look at it, right? It's not sales, and that, like, I'm trying to make somebody buy my product, I'm just going in with some kombucha and having a chat.

Rachel 17:21
Yes, and so you know, you mentioned we worked at Whole Foods together. After I left Whole Foods, I was a sales rep for a nationwide company, where I repped over 50 organic natural food brands, a lot of huge brands that all of us know and love. And it was there I was taught that the power of relationships is huge in this industry, 100% because if a manager doesn't like you, they don't have to carry your product. If you're not on the schematic, you know, at Whole Foods or at Natural Brochures, then it's going to be really hard for you to actually get your product in the store if you're not being personable and being yourself. So, you know, I kind of like to say, just live the human experience, and get to know these people. Ask them who they are, you know. A tip I like to say is, if you're starting to build up a lot of momentum, a lot of stores, and you're having a hard time remembering a buyer's name or something about them, start a list and write it down. Yes, you know, ask them, when you're delivering on a Friday, what are you up to this weekend, and see what they mentioned. If they mentioned they're hanging out with their kids or going on a hike with their dog, write that down. So the next time you come to the store, you say, "hey, how are your kids doing? And that's going to be huge for them. And then also walking into new accounts and asking the manager how they are, how their day is going before just starting with your sales pitch, like being personable and actually making that connection is why Life's a Butch has been so successful in our stores. The stores we're at, you'll see I have, you know, five feet of shelf placement at eye level, you know, I have great placement and I have a great relationship with the employees, with the managers, with everyone, and it's really just, you know, experiencing like what life is about, and connecting with other people.

Sari 19:08
Yeah, I love that. And I remember when you first got into Lucky's, you weren't at eye level, you didn't have a full, you know, people might be like, I don't even know what they're talking about, but you know, in retail it's super important, your placement, and how large your facing is, and I remember you telling me, like, I go in there every week, I'm chatting, I'm restocking, if you know, if a store will let you do that, you're facing your product, and did you even ask them, like, what do I need to do to get up, moved up, or how did you, because you didn't start at that level.

Rachel 19:42
I did not start at eye level, honestly. With Lucky's Market in particular, and a lot of local stores, they want to see demo support, they want to have you in the store sampling your product.

Sari 19:52
That's right.

Rachel 19:53
That way they can see that it sells, and then once you can get in there, you know, when Lucky's Market first opened in Fort Collins, I was doing. Two demos a week for a solid three or four months, and that just really raised awareness to the brand, and people started, you know, buying it all the time. Also, working with the marketing and doing bi-monthly sales, and then they put us in the ad, and then that also brings more sales as well, but after you know, doing so many demos, we really started to see an increase in, in sales at Lucky's Market, in particular, and we are selling just as good, if not better than Rowdy Mermaid right now. At Lucky's Market, we're one of the best-selling kombuchas that they have.

Sari 20:36
Oh my gosh.

Rachel 20:37
Which is awesome, you know, but it really is just doing whatever you can to get the brand out there, so you know, posting on your social media, on your Instagram business account, on your Facebook business account, and then asking whoever is in charge of marketing at whatever account you're at to help share that as well, so that you guys can go both get promoted and get more brand awareness as well.

Sari 20:59
Yeah, yeah, I know. I love to say, like, people just think, like, let me just do the scatter method, where if I get in a number of stores, that's going to be the best thing for me. And I would say, go into a couple of stores, and then baby the heck out of them, like, love on them. Yeah, like you did grow, and then you can grow a data story that helps you to go open new accounts, but you've like loved on these people, you've moved up, you have large shelf presents, and all of that's only going to increase your sales, so you have like the flywheel going, but you got to like don't just try to get in 15 stores, like get into three and then love them.

Rachel 21:41
And you know that was something I've learned the first two years. I was just trying to get into any store I could, but then one, like you said, it takes away your attention from your bigger stores, where you have the potential to make more sales, and it's really important to focus on the ones that are doing well, and then yes, start to get a couple stores at a time, and then baby, and take care of those accounts until those ones are good, and then work on another one. Always having a what's what's my next plan of action? What's the next account I want to get into, but also going off of, you know, you kind of asked, how did I get the shelf placement? Is I always like to advise new brands going into a store to go look at the product wall before you talk to a manager, so whenever I go into a new store, I actually just got into UNC Greeley, which is exciting, Northern Colorado. That one was really exciting, and you know, I walked into their student center and they only have one kombucha on the shelf, and it's a kombucha that's owned by Pepsi, so the fact that they don't have one local kombucha, I was like, this is perfect. So, going to the shelf, looking at what they have that way, when you go and talk to the buyer, if they're like, "Oh, we don't have any room, then you can come back with, you know, with, "Oh, well, you actually have two or three facings of this one brand. Why don't we put those down to one facing or two facings to make room for us, and then we'll see how we, how we do right? Then we can talk, you know, bringing in more flavors and getting better shelf placement.

Sari 23:12
Yeah, and then do everything in your power to help it to get off shelves.

Rachel 23:18
Yes, and you know another thing that's really special about Life's a Buch, which from the feedback I've gotten, a lot of brands don't do this is stocking your own product. I most, probably three fourths of our accounts, I stock my own product, and I mean that's my pride and my joy, it's my baby. Yeah, you know, then I can check dates, I can make sure everything is spaced, and I can make sure the shelf looks good. If you just go and throw your product into a cooler, you don't know when it's going to be put on the shelf, like these managers and buyers are dealing with hundreds of local brands, like yourself, so you can take it out of sight, out of mind, and just do the job for them. Spend an extra locking your shelf, you'll be able to grow the relationships and sales as well, because they'll like that it's one less thing that they have to do, and then they'll want to work with you and do it like you want them to do.

Sari 24:06
Yeah, and I'm sure people are going to be asking, like, do you ask for permission ahead of time to do that? Like, can I just walk into a store?

Rachel 24:15
Yes. And so that's, you know, a great talking point is whenever I land a new account, because you know small local businesses have to be aware, like I said, these managers have hundreds of brands they're dealing with, so if you're not in distribution, if they can't just go on the computer and press a button to order your product, that's a, that's a lot to ask them to bring in your product and to watch your product and to stop your product, so whenever I land a new account, I always ask, what is the best way for me to contact you to place an order? Would you prefer I email you? Would you prefer I call? And then also being mindful of the timing you call, so or you deliver, you know, we're in a couple cafes, I know not to deliver, you know, before 10 o'clock in the morning because that's cafe's busiest time, a brewery, you know, I wouldn't deliver after 4o'clock because that's when people are getting off of work and going to get a beer. So just having that conversation, which a lot of times people feel awkward and uncomfortable with, that was something I was taught about sales, is to let that awkwardness, like, be there in the air, because they have to answer, you know, like, so even asking for shelf placement, can I have this, you know, this better spot. The worst thing they can do is say is no, but even if you're feeling awkward, still actually asking them, so asking them what works best for you, can I call you, can I email you, or I can send you a PO, and then you can email me whenever you need to place another order, and I've also seen great success with that. My biggest stores, I'm friends with the managers, and I just text them every week, and they just tell me what to bring.

Sari 24:15
Right.

Rachel 25:01
So, but yes, asking permission also, are you okay if I stock my own product? Nine times out of 10, they will say yes.

Sari 25:14
Yeah. So, good. I love that about just letting the awkwardness be there so much of the time. And I, in sales, you know, and I'm learning this too. Like, you make an offer, you ask a question, and then we like want to just keep talking over ourselves because we're nervous, but like, do it, say it, and then shut up.

Rachel 26:24
Let there be the awkward silence, because they have to answer, and worst thing they can do is say no, and then you know, ask them, why can I not move up to the shelf space, why can we not bring in this other flavor, right?

Sari 26:37
What can I do? What can what needs to change?

Rachel 26:42
And also, you know, kind of, it's included with all of this is when you walk up to a manager for the first time, ask them if they have a couple minutes to talk to you, ask them if they do have time, ask them to walk over to the kombucha shelf with you, or to whatever product you're trying to sell, so you guys can look at the shelf together, and it almost makes them feel like you are including them in the final decision, which you are, because they're the ones that say yes at the long run, you know, in the long run, but if you go to the shop beforehand and know what space you want, you know, have a couple come backs to say to them for if they say no to certain things, bringing them over and being like, hey, well, I noticed you have two facings of this brand and two facings of this brand. So, what if we, like, put just, you know, three facings of my kombucha here, and I'll do all of the work for you,

Sari 27:30
Right.

Rachel 27:31
But asking them if they have time, if they're busy, if they're, you know, unloading a palette might not be the best time. So, ask them when would be a good time for me to come back and make sure you follow up.

Sari 27:42
Right. And I love the.. I always encourage people, CRM, right, stands for customer relationship management. So, whether that's a Google spreadsheet or a fancy tool, there are definitely online programs, but keeping track of when you came by, who you talk to, what did they say? What were the next steps? Their personal, you know, as you get to know them more, what are those notes like?

Rachel 28:08
Yes, and as you get bigger, that's so hard to keep track of. And so I just made an Excel spreadsheet for myself and my biggest stores, I'm contacting every week, the smaller ones every two to three weeks, and then you know, I just put a check mark when I visit them if they ordered or not, and that way, like, I know when to follow up.

Sari 28:27
Yeah.

Rachel 28:27
Because you get bigger, there's so much to keep track of, and it's so easy to miss something, or to not call someone, and then you might end up losing the account because the product doesn't get ordered, and they lost the space, or they brought in someone else.

Sari 28:42
Makes me think of kind of a upward spiral versus a downward spiral, and these are those systems you need in place as a business owner, like an upward spiral is, I, you know, I ask about them, I ask for time, I ask if I can stock the shelf, I make it super easy for them, I follow up the way that they request. I show up when I say I'm going to show up, right? I'm communicative.

Rachel 29:08
Exactly. You know, you're in their work environment. Yeah, aware and cognizant of that, that you're in their world. So, whatever you need to do to make them feel comfortable in their world, you know, and like to feel like things aren't getting what is the word I'm thinking of, displaced or they're having to do any extra work, whatever you can to help them, you know.

Sari 29:31
As a small brand, like you don't get the luxury of just like they're on, I'm on the shelf now, I can set it or forget it.

Rachel 29:39
Yeah, so even, even with my sales job, you know, when I was repping all these huge nationwide brands, you really see that the brands who had sales reps in the store every week, stocking and facing the product, talking to the managers, those brands did so much better than the brands that did not.

Sari 29:56
Yeah.

Rachel 29:57
So it's really just having a face in the store. And being present in the store that way, when someone's like, you know, a customer walks up to the manager, I want to get some kombucha, what should I get, like the manager's like, oh, Life's a Buch, my friend Rachel owns it, she's awesome, try it, you'll love it, you know.

Sari
That's actually a great piece, too. I'm curious, what your philosophy is on generosity with your product, and like employee love, as we like to say.

Rachel
Yes, well, you know, we are very small business, so a lot of other brands sometimes will give a discount the first time they order. I try not to do that, but if the store asks for a discount for the first time, then I'll say yes. You'll get a discount, 15% off case for the first order, and then after that, you know you'll have to continue to pay to bring it in. I always, always, always walk into a new account with samples, you can't walk in and be like, "hey, buy my kombucha" without them trying it. So many people don't like kombucha until they try ours, and then they love drinking kombucha. But whenever I have, which isn't very often, but if we have a bottle that goes out of date, or a couple bottles, those are samples I'm giving to the employees. I'm walking around all the employees, you want to bottle a kombucha, you want a bottle of kombucha? Because even though the date says it's expired, it's of course still perfectly fine. But for instance, we get cucumbers from Lucky's Market, where they get it from a farm here in Fort Collins, and the produce manager hadn't had the cucumber basil kombucha yet, so as soon as we bottled a fresh batch of cucumber basil, I brought her one over, and she was so excited, and so, yes, being generous, but not being overly generous at the same time.

Sari
Right. And I think generally generous is about the product, but it's also about kind of what you're talking about, the compliments or the smile, the conversation, right, it's all of it, like you can be generous in your words and your actions.

Rachel
Yes, you know, and if, for instance, we're coming out with a new flavor soon, pumpkin pie. I'm so excited, you know, I'm starting to tell the managers about that. So then, once we have the product finished, I'll bring him in a sample, you know, whenever we try something new, bring him in. Whenever I get some sort of swag, shirts, koozies, bottle openers, bring that type of stuff to them, especially swag and marketing stuff, because then they'll wear it, and it's the coolest thing, like when I go into a store and the manager's wearing one of my shirts.

Sari
Right, like you said, it all translates into, you know, if an employee has gotten some love. I mean, we saw that at Whole Foods all the time, right? Like, drop off samples in the break room and leave some T-shirts, and then people are wearing your T-shirt, right? Walking advertisement.

Rachel
Exactly. And not all employees, obviously, have the say to bring in a brand or not, but if you're already in a store, then yes, drop off what you can for swag, because then when just another random customer asking about a product, they'll go straight to yours.

Sari
Yep, exactly. So good. And I'm curious, I know we're kind of jumping around markets and wholesale, but when you go into a market, what are some of your tips for just, I mean, you kind of talked about your booth, but how do you show up? Kind of, what's your attitude or your mindset when you're going to a farmer's market?

Rachel
That you are seeing new faces every time you're at a market, you know, Fort Collins, we have our very, what is the word I'm trying to think of, committed customers. Very loyal customers who come and get their growlers filled every week, but it's every day at a farmer's market is a great opportunity to get more customers, and so with sampling is a huge thing, if you see someone walking by and they're just meandering, peeking at your booth, ask them if they want to come in and have a sample, and then they try the product, and then they buy it, you know. Yeah, I would just really say, just really interacting with the customers as much as possible, with the vendors around you, bring them samples, that way when you know someone is at their booth and is looking for a kombucha. They're like, "oh, Rachel's with Life's a Buch, you should go try some of hers."

Sari
Yeah, I think people miss sometimes the opportunity, the vendor community there, which, if you just kind of take a small action very quickly, you have like a whole network of people that are like, "oh, you got to try that, and we love Rachel and love our product, so."

Rachel
Yes, but definitely, you know, if you're at a farmer's market, make sure you have samples, because if that was a hard thing with COVID last summer, as we couldn't do samples. It was really hard to get people to try kombucha, because you know, kombucha sometimes has a bad rap, it can be very vinegary, it can be very pungent, so being able to sample your product is huge. So, make sure you have some sort of way or resource to sample your product, and to get it into people's mouths.

Sari
Yeah, I love it. Okay, I think we covered some great things around to-do's, and maybe not to-do's, and I would say maybe you just do this naturally, is that piece like at the market, like you show up engaged, you have a good attitude, you're not like, oh my god, I know it's going to be really hot, this is going to be brutal for the next four or five hours, but you're just like, I'm here, I'm going to make the most of it, like I'm prepared as much as possible, and just a great attitude, and you're engaged, you're not like sitting on your phone, not you know, not looking at the customer, like you're very welcoming, you want people to come into your booth.

Rachel
Yeah, yeah, like everything you just said, really just being engaging with the customers and the vendors, and you know, your market managers, you want to have a good relationship with all of those people. Because those people are going to keep coming back, so you know, just being the best person you can be, knowing you're there to work. Yes, but have fun with it, like farmers markets are fun, because you get outside, you get to connect with your community, and mindful, like enjoying the moment, you know.

Sari
Right, right, and you have a plan, to, you know, like, you're not going to do markets forever, or you might, but just hiring people, like, you know, it's not always going to be you, but that's awesome, alright, so I wanted to just ask you some questions about, because again I think this comes more naturally, and certainly some people this will come more naturally than others. I think you're you, you're probably a little more of an extrovert, you just have a little more natural sort of relationship building ease than maybe some people, but how do you, I mean, you had never run a business before, you came from Whole Foods, and then you were with a large broker, you had always been an employee. What were some of the thoughts that helped you as you started this, because you had never done this before, right? I mean, you didn't have confidence that you knew how to do it, because you had never done it.

Rachel
Yes, that's a really good question.

Sari
Like, what were some of the things, like, when you were coming in to meet with me in the Small Business Development Center, and obviously you were very, you know, passionate about your product, but what made you think you could, who are you to do this, right?

Rachel
You know, well, it was, it was really when I started brewing kombucha, all my friends were lining up to buy it, and I was kind of at the point where I didn't want to work for anyone else anymore. I wanted to be my own boss, and what did I have to do to do that? And the first big jump, which was scary, was leaving Whole Foods. I had the best benefits at Whole Foods, you know, they pay their employees great, but making that jump into the brokerage was what really helped guide me on my journey to being a business owner. I learned so much from being, you know, working with those other brands, reaching out to other brands that are similar to your brand in the area, and asking them, you know, what did you do for, you know, finding labels, finding bottles, but really, I think it was just, you know, I'm young, I'm 30, I was 26 when I started the company, I don't have children, I don't really have a lot of responsibilities, now I have a huge responsibility, my business.

Sari
New employees.

Rachel
Yes, but that was the time to quit my job and follow my passion and create something that's for me, because I don't have, you know, to, I don't have other things to take care of at home, and so it was kind of like now or never, and life's too short to not follow your dreams and to take the leap, because at the end of the day, you can always get a job, you know, at another grocery store, or at a cafe, or doing something part time, but it really just, for me, was money isn't everything, and being happy is kind of like the real reason behind being my own business owner. And what do I need to do to achieve that?

Sari
And what about the skill set piece, or like even being an employer, right? Like, you didn't know

Rachel
Oh man, I still don't know much. I'm learning every day, and leaning, you know, reaching out to the Small Business Development Center in your area, leaning on other businesses who have, you know, started their own business, and who are successful, reaching out to them and asking them, you know, where do you get certain things? What licensings do I need? No one tells you what to do, and that's something I'm at the end of the day I am most proud of, is that 100%, I started this business from the ground up by myself and yes, I've had so much help along the way, and I would not - we would not be where we are without our Bucha Babes, and without everyone who has helped, but I had no idea what I was doing, like no one tells you what to do.

Sari
Yeah, you sought out resources like myself.

Rachel
Yes, and reach out and ask for help, and that's one of the biggest things I've learned, is asking for help when you need it. You're not going to be good at everything, so learning when to ask for help and knowing that it's okay to ask for help. You're human, and you can't come up with all the answers yourself.

Sari
Yeah, I think it's an.. it's a little meta, because you're like, I don't know, I'm just in it, I'm just doing it. But I will tell you that not everybody has thoughts like your thoughts in that. What I think my observation is, you have, you don't. When you started, you didn't have confidence in that. I know how to run a business, because you've never run a business before, but you had self-confidence that I can figure it out, I can ask for help, I can do the next thing. Like, you didn't start with employees, you started with yourself. You started, you know, reaching out. You started small. You kind of use the skills that you had, the knowledge, the skill set that you had, and then said you probably were thinking to yourself, I can figure it out, I can find help.

Rachel
Yes, and you know, like I said, my friends were a huge help at the beginning, so until I was in a place to have employees to hire someone, reach out to the closest people in your life and tell about this amazing thing you're trying to build, and you know if they're your true friends and supporters, they'll want to help you. Yes, they might not be able to help you out all the time or do what you think they should be helping you with, but like surrounding yourself with good people who are there to support you and help you along the way definitely helps, but you know, you mentioned kind of growing confidence in business. I had no confidence as a business owner when I first started. Very meek, very timid. I've come up quite a long way as myself as a business woman, and to what I know works, what I know doesn't work, saying no to things, saying yes to things, and having the confidence to saying yes to things and saying no to things, and knowing that I create a good product. If you have people telling you your product's good outside of your friends and your family, then you know you have something good, and so you know be present when someone tells you this is the best kombucha I've ever had, like you know, take that as a compliment, because to them that's the best kombucha they ever happen, and that's how you know you're, you're, you're being, you're getting there to being successful, you're on your way, and really focusing. I feel like with business, the highs are high, the lows are low, especially as an entrepreneur, you know, I'm, it can be very isolating when you're working by yourself, so really being present in those high moments, I like to write things down. I have a little jar, like my happiness jar. When something good happens, I write it down, and that way, when I'm having a low, go to my jar and open up all the good, positive things that have happened, and remember what got you to like where you are in your journey today.

Sari
Yeah, I love that. I always recommend keeping some kind of success folder jar, email folder or something, take screenshots of like great reviews.

Rachel
Yeah, I have a file on my notes in my phone, all the podcasts I've done, all the articles we've been a part of, all the reviews, that way you know when I'm feeling like what am I doing right now with my life? I go back and look at that, and I'm reminded of, oh, this is why I'm doing this. I'm good at this. I love doing this, you know. So, continue on working through whatever struggles you're going through to be able to get to that place again.

Sari
Yeah, I mean, it is this belief in yourself, and again, I see a lot of people do not have this solid belief, and so having a strong why. Why do you want to do this? For sure, getting resources, finding help, like come work with me in Food Business Success, like that's exactly what it's for, is a community and knowledge and all of those pieces. And then, yeah, that developing that belief that, like, you can handle any emotion, you can handle the lows, you can handle the highs, right? Like, this is all part of it.

Rachel
Yes, it's, you know, it's all it's that's life, you know. We're kind of taught to not feel the lows, whenever, you know, whether it be business or personal, to not let yourself be sad or angry, you know. I really learned, let yourself be sad, let yourself be angry. Then move on, pick yourself up, and be like, all right, what do we have to do, you know, to keep moving on? Like, yes, that sucked. What do I have to do to not let that happen again?

Sari
Yeah.

Rachel
And learn from your lessons. It doesn't happen again.

Sari
Yeah.

Rachel
That's a huge thing.

Sari
Yeah. I mean, and to your, you know, another milestone, which we didn't talk about, like you move from a commissary kitchen model to you now own your own manufacturing, you have your own space, because you were outgrowing, you really outgrew that.

Rachel
Yes, and that I still like, I'm in here right now, and I walk in every day, I'm like, this is mine, and it's unbelievable sometimes, because what, like, who would have thought that I would have been here, and it's like, you know, feelings like that is what I'm talking about, being present, like this is my space, I built this, and that right there is super empowering in itself, and you know, for anyone who is struggling with self-confidence of being a business owner, and how to get that motivation, I would recommend seeing if there's any small business groups in your area. My friend and I started a women in small business group called Chicks Who Crush, and every month we meet, and we have a different topic: taxes, sales, self-care. care resources that you use, and then we share all those things, so it's a great way to not only get more resources and tools, but then connect with other people who are going through the same thing that you're going through, and really the whole reason we started that was so we could make connections with fellow women in business in the area who are going through the same struggles we're going through.

Sari
Yeah.

Rachel
So that's that's something I've always felt, is you know, my friends might not 100% understand what I'm going through as a business owner, but finding, you know, one or two business owners that you really connect with, developing and maturing that relationship, because you guys are probably going through a lot of the similar things, and so having someone to reach out to and to confide in is huge.

Sari
Yep, yep, I find that, yep, I have the same thing, and that's why I created, and since we've talked, there's a new membership community inside Food Business Success, and we do group calls, and it's so fun, like to see everybody interacting with each other, and they, they know what people are going through. It's unlike anything else.

Rachel
And you know, even if you don't have a partner, you know, in life at the moment, what's the point of doing this, unless you have people to share it with?

Sari
Yeah.

Rachel
It can be very lonely if you're not sharing it with others.

Sari
Doing a little dance by myself.

Rachel
I've done before, definitely, because you, you have to be, you know, your number one fan, your best hype girl, you have to be, but you know it's definitely important, and I think a huge factor is finding a couple people that if you're having a bad day with business, you can call them, and you know that they'll understand and that they'll resonate with what you're saying. Yeah, I couldn't, you know, kind of press on that more, that that having those couple people in your life to be able to vent to is so important.

Sari
Yep, yep. Well, I'm so glad that you believed in yourself. You bet on yourself. You just keep kicking ass. You're just crushing it. It's amazing.

Rachel
I'm trying trying, you know. We have a lot planned for the future, and it's been a crazy busy summer, but it's been so welcomed, and COVID, you know, like every other business owner, it really tore me down mentally. You know, I was like, I've worked so hard for this business. We signed our five year lease, two weeks before the pandemic was a thing last year, and you know it's kind of like, what do I need to do to like to keep moving this business forward? Yes, but I'm finally feeling at a good place after Covid, but I'm in a really good place with the business. I'm excited about the future, I'm excited about the present. We have a lot of awesome things that are going to be happening, so you know, focusing on those things, writing them down, the things that you're excited for in the future, and start working on those and taking action to make those things happen.

Sari
Yeah, absolutely. Well, any last words on other people betting on themselves, believing in themselves, going into this?

Rachel
Yeah, you know, you can do it. There's life is too short. You can always go back to doing something else, but at least you can say you tried if you didn't succeed. But also be kind to yourself, be very kind to yourself. If you're doing it by yourself, you know, all by yourself, realize that you're doing it by yourself, and give yourself grace and forgive yourself when you make mistakes. That's definitely something I had a hard time with at first, was not letting things go when I made a mistake, but you're going to make mistakes, you're human, so learn, use it as a learning point in your growth as a business owner, and just do whatever you need to do to not let it happen again.

Sari
Yeah, I mean, welcome the mistakes, as hard as it is, like this is how you grow and evolve, and well, are you? I mean, I love to say, like, you have evolved into a person you probably don't even.. I don't know if you recognize.

Rachel
Oh, 21 year old Rachel would never have thought that 30 year old Rachel is doing what she's doing, and honestly, like 21 year old me would be so proud of me for how far I've come, because I never thought I would be doing this or be a professional, you know, but I am, and I love that, and I'm very proud of that, you know. So that's another tip of advice, is be proud of what you do, like know that you built this, and you made this, and be proud of yourself. Like, a lot of people want to start something, but they never do. So, the fact that you've actually started it, that's just a huge accomplishment in itself. And so, be you know, be aware of that feeling, and welcome it.

Sari
Yeah, I mean, the person you've grown into, even if this all went away tomorrow, I mean, obviously, the beast's sad, but would you appreciate the journey that you went on to become this person?

Rachel
I have learned so much about, obviously, business and brewing, but so much about myself and who I am as a person, you know, and what I learn in business just carries on into my personal life. So yes, like I would 100%.

Sari
Awesome. So fun to connect and catch up. We see each other a couple times during the year, but it's been a while.

Rachel
It has been a while, it's been quite some time.

Sari
Yeah, and if people want to find you, how can they go? And well, we didn't even get into social media, but your social media is fantastic. So, if people want a great model to look at, definitely go check out your stuff. So, tell people where they can find you.

Rachel
Yes, we're on Instagram, Life's a Buch, and on Facebook, Life's a Buch as well, and then you can check out our website, lifesabuch.com and we have all of our stores on there. You can order for delivery on there. You can contact us through there if you guys have any questions or business inquiries, but I would say the website or social media is the best way.

Sari
Awesome. Thank you so much for being here today, Rachel, and sharing your truth bombs and your experience, and helping us grow in sales. You are amazing, and I love that we are in each other's lives.

Rachel
Thank you so much for having me. This is awesome.

Sari
All right, that's what I have for you today. So fun, and I hope you guys are getting a lot out of this sales series. If you are interested in a future workshop around sales and increasing your confidence, go visit foodbizsuccess.com/sales-workshop, and you can put your name on the waiting list, so that when we put that out into the world, you will be notified. And until then, have an amazing week.

Sari
Are you ready to start that delicious idea that you make in your home kitchen, or grow your existing packaged food business and take it to the next level, the most successful food business entrepreneurs have support, guidance, focus, and accountability to help them make it happen quickly without wasting time or money. Plus, I think starting your packaged food business should actually be fun. Food Business Success is your secret ingredient to creating your food business dream. Please don't go this alone. Check out the private free Food Business Success Facebook Group to connect with other foodpreneurs, get your questions answered quickly, share your wins, and receive special training and tools I only share inside the private community, just search for Food Business Success on Facebook, or get the link in the show notes. Curious about how Food Business Success can help you? Head over to foodbizsuccess.com and fill out the application to see if you're a great fit for the program. Together, let's make your food business dream a reality.