Taste Radio

When considering business decisions, Rip Pruisken, the co-founder and CEO of fast-growing snack brand Rip Van Wafels, asks himself a simple question: “Is it true?” In an interview included in this episode of Taste Radio, Pruisken stated his belief that at the foundation of every decision is a known truth that, when identified and accepted, will present a clear conclusion. “You’re trying to really look at the reality and trying to diagnose, ‘Okay, well, is this strategy really leading to my goals? Are the people on our team really the right ones to achieve those goals? Are the goals reasonable in the first place?’” he said. “And so, once you go through this iterative process on a regular cadence of ‘is it truing?’ these different facets of your goals, your work machine and the outcomes, you’re… going to understand how to goalset better and then also how to adapt better as a result of your execution through that process.” Trusting the process has yielded retail relationships based on value and velocity. As part