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The Story of a Brand

Apr 26, 2022

This episode is brought to you by Yotpo.


An essential key to success in the CPG marketplace is being disciplined and knowing which audience you're speaking to, says Raina Kumra, founder of Spicewell, a nutrient-dense salt, and pepper brand.


For Spicewell, the ideal customer is the person responsible for the household nutrition, she says.


"At the end of the day, we're not a supplement - we are a food - but we are a nutritious, nutrient-dense food," Raina says.


It took more than 30 attempts to find a recipe that worked for Spicewell. Raina used her two children as tasters along the way, eventually finding a blend they enjoyed.


That blend includes plenty of organic vegetables such as broccoli, spinach, kale, pumpkin, sweet potatoes, sunflower seeds, and mushrooms. Each provides vitamins and nutrients that are better absorbed when consumed with food.


Raina says reviews and social sharing are critical as a new small business owner. Likewise, salt and pepper are only the beginning for Spicewell. Other seasoning mixes are planned, including a taco seasoning with an even greater vitamin profile.


Her words of wisdom to fellow entrepreneurs going through the stress of growing a brand: "Just take a deep breath, eat as healthy as you can today, and drink a lot of water."


In Part 2, Raina talks about:


* Advice for other brand owners considering creating a new product.
* How to communicate with different audiences.
* Why moms are the prime constituent.
* Why vitamins and nutrients are best absorbed during meals rather than in pill form.
* The importance of turmeric.
* A short tour of the brand's website.
* The importance of dealing with stress and anxiety.


Join Ramon Vela and Raina Kumra as they break down the inside story on The Story of a Brand.


For more on Spicewell, visit: 


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This podcast is supported by Yotpo, the leading eCommerce marketing platform for brands looking to drive customer loyalty.


As I’m sure many of you know, customer retention is the new acquisition. With Yotpo, brands can provide value through a strategic loyalty program — and ensure shoppers come back time and again.


Want to know more? Visit 


And turn your one-time shoppers into lifelong brand lovers.