Many business observers might assume that when a company reaches the point where Alpha Foods finds itself today — six years in; 50 employees; $40 million in funding; 30-something SKUs; and 9,000 retailers offering its product — it means “the marketplace” was simply sitting there waiting for someone to just step in and capture the opportunity.

Not so, says the pre-prepared plant-based food company’s Co-founder and CEO, Cole Orobetz. To “really attract people like gravity to the brand, the messaging — and shift people’s perceptions of what plant-based is” requires “hand to hand combat,” especially for the sales and marketing…

Simon Mainwaring

CEO We First Inc, author NYT's bestseller We First, strategic corporate consultant and trainer, father, Australian, optimist.

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