Tapping Into Consumer Trends To Build Your Brand With Kathryn Moos, Co-Founder of OWYN

From Persona To Personal

Kathryn Moos is the Co-founder of OWYN, one of the fastest-growing plant-based health and nutrition companies in the US, whose name stands for “Only What You Need.” She is also the Managing Partner at Groundswell Ventures, which addresses critical problems in the areas of health and wellness and climate and sustainability. A former professional soccer player, Kathryn has spent most of her post-athletic career in the health and wellness sector and also founded VROU, a brand that simplifies the way people can get nutrients.

What you’ll learn in this episode:

In the saturated food and beverage and health and wellness market, it’s hard to get a foothold to advance your brand’s growth. Consumers have multiple purchasing options — supermarkets, specialty and big box stores, or various websites, including Amazon or through a brand’s website. What is the best way to position your business to reach its core audience?

When establishing a brand, you’ll have to determine the best place to get your name out in front of consumers and monitor their engagement to grow your business. As the founder of three food and beverage companies and with years in the health and wellness space, Kathryn Moos started by launching D2C initiatives to understand how people were using her plant-based health and nutrition products. By monitoring consumer behavior, Kathryn determined the retailers in the best position to sell her products. In addition to her retail strategy, she uses a subscription model to garner repeat business and stays laser-focused on the data to determine how to expand further.

On this episode of From Persona to Personal, Roger Hurni is joined by Kathryn Moos, Co-founder of OWYN, for a conversation about staying focused on consumer behavior when establishing a brand. Kathryn talks about starting OWYN, determining the most effective venues for product sales, observing which products generate brand loyalty, and using education to attract and retain subscribers.