Taste Radio

Episode 70 of BevNET’s Taste Radio podcast spotlights a recent conversation with Jeff Church, the co-founder and CEO of Suja, a maker of organic beverages, including high-pressure processed juices, drinking vinegars, and kombucha. At the helm since 2012, Church has guided Suja’s remarkable ascent as the leading brand in a highly competitive cold-pressed juice category and was instrumental in its partnership with the Coca-Cola Co., which in 2015 acquired a 30 percent stake in the company. Recorded at Suja’s vast production facility in San Diego, Church opined on the role of luck in business, why a thorough understanding of consumer demand is critical to success, and explained how “the rule of twos” helped steer the company through its growth and development. Also included in this episode: BevNET assistant editor Marty Caballero and senior brand specialist Jon Landis examined the emerging market for kefir and discussed key brands, sub-segments, including water kefir and plant-based varieties, consumer confusion