Keith Belling
Keith Belling
indulgence recognized
Like a lot of snackers, I recognized that snacking is an indulgence and is all about taste.
Marketing is a core part of anything you do.
business error lots potatoes rice technology took trial using
Potatoes are popped, with no oil, using the same technology used in the rice cake manufacturing business. It took a lot of trial and error and lots of practice, though, to get the right flavor.
You can't rest on your laurels. You have to continue to innovate; you have to continue to be different.
baked bulb cakes heat pops realized rice saw soon visit
When I went to visit this rice cake plant, I hadn't realized how the rice cakes were made. As soon as I saw the molds of rice and how the heat pops it like popcorn, the light bulb went off. This is popped. This isn't baked or fried.
definitely known salty serial sweets though time
I'm definitely a serial entrepreneur and a serial snacker. And when it comes to snacks, I'm more of a salty snacker, though I've been known to have a craving for sweets from time to time.
good
I'm a snacker, but also health-conscious. I thought there had to be an alternative to what was out there. But it had to taste good - if it doesn't taste good, it isn't a snack.
good hard news ton twice
You have to have a ton of passion for what you're doing because being an entrepreneur is probably twice as hard as you think it's going to be. The good news is that it's probably twice as much fun when it's going well.
I answer every single e-mail that comes in myself.
came consumers corn decided figure needed quickly
We came out with a rice and a corn chip, then quickly decided we needed to focus on potato. It was just too much for consumers to figure out at once.