In this Natural Products Expo West 2019 session, New Hope’s Eric Pierce sits down with ReGrained co-founder Dan Kurzrock to discuss the transparent and even unconventional ways in which the upcycling brand has been able to forge deep connections with consumers.

Molly McCahan

March 28, 2019

1 Min Read
Proven strategies to forge deep connections with consumers

“Today’s customers don’t just consume our products, they actually are consuming pretty much everything about our company … individually they don’t care about each of the things that we’re doing, but collectively they care about everything.”

— Dan Kurzrock, ReGrained


  • The ReGrained mission: to better align the food we eat with the planet we love, and doing that through a model of upcycling.

  • Broadcast your message through every channel possible, but make sure you treat it as a dynamic conversation.

  • Our financing was very untraditional, with 700-plus investors via equity crowdfunding.

  • Discussing the “P” in CPG. We’re in the future trash business.

  • Being human vs. just being a brand/status quo for business; think about your values and how you create culture around those. 

This session—Connecting with the Changing Consumer: Brand Strategies for Meeting Consumers Where They Are—was recorded at Natural Products Expo West 2019. 

About the Author(s)

Molly McCahan

Molly McCahan is a freelance writer.

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