On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself. Brad Neumann is co-founder and co-CEO of organic beverage brand Saint James Iced Tea. How would you describe your job to someone who doesn’t work in retail? To paraphrase one of my favorite quotes about entrepreneurship, it’s like jumping off a cliff and building the plane on the way down. My job essentially works toward getting one person to grab one bottle of Saint James off the shelf instead of the other 300+ options at the store. To do that, I’m working on packaging, distribution, discounts, displays, and so much more—it’s about a lot more than just getting on the shelf. But when you do see us on the shelf, it’s a direct result of us funding, fighting for, and earning that space. One thing we can’t guess about your job from your LinkedIn profile? LinkedIn, like other social platforms, shows the fun stuff and the big wins really well—the Stagecoach sponsorships and national distribution deals. What it doesn’t show is all the behind-the-scenes work. It doesn’t show me taking three flights in 24 hours, or driving three hours to meet with a retailer for just 30 minutes; it doesn’t show the 5 a.m. distributor kickoffs or 6 a.m. ride-withs. Even as CEO, I’m very hands-on and I will never ask my team to do anything I haven’t done or won’t do myself. To this day, you can still find me stocking shelves and coolers, organizing storage, breaking down pallets, and even doing weekend demos at local stores. This business is a full-on grind that never stops, and the job is all encompassing—but I absolutely love it. What’s your favorite project you’ve worked on? Our transition from Tetra into Alumitek re-sealable bottles was my favorite project. It required a full upheaval in packaging, production process, co-packer sourcing and creative, and was a true demonstration of cross-functional efficiency from our team. Keep reading here.—EC |