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“There’s the role of tenacity, almost forcing things to happen, really pushing through walls and barriers, but at some point, you have to realize the difference between that and banging your head against a brick wall.”
Jojo Collins started making Jojo’s Sriracha back in 2010. She was 26, which made her, as she says, “old enough to know I wasn’t taking care of my body but still young enough to try and do something about it.” She took refined sugar out of her diet for a month and started reading food labels and learning about what she put in (and on) her body. Jojo’s Sriracha is a tiny company, often just a crew of two or three, but she’s had the good fortune to create something truly noteworthy with a big reach. The company has been featured in “Sriracha,” the documentary, and on The Cooking Channel. She recently moved her production from shared kitchens in Brooklyn to a 323-square-foot commercial kitchen in Denver, where she works closely with farms in both Colorado and New Mexico to create a unique green chili sriracha that is indicative of the region.
Listen And Learn:
- The difference between quality and jargon.
- Why authenticity and vulnerability are key to connecting with her customers and brand ambassadors.
- Her simple philosophy of, “fail quick and pivot.”
- The importance of developing collaborative relationships.
- How smaller brands like her own have an opportunity to bring about some “much-need change in the food system.”
TO LEARN MORE ABOUT JOJO’S SRIRACHA, CLICK HERE.
TO FIND JOJO COLLINS ON LINKEDIN, CLICK HERE.
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