Carl Starkey is the Co-Founder of AWSM Sauce, the world’s first sustainability focused sauce and condiment company. If that doesn’t scream innovation, I don’t know what does! Carl is an expert in all things CPG (consumer packaged goods). Carl provides an interesting perspective to the podcast as his expertise is in sending the consumer home with an excellent customer experience. Tune in and “ketchup” as we tap into this incredible company and venture!

Here are a few highlights from this episode:

What is the most important aspect of the guest experience nowadays?

“We have to trust that our product is going to deliver a good customer experience when we’re not there. We focus on if consumers can relate to the brand. If consumers can relate, then brands have a lot more leeway with your customers. We focus on bringing a sort of voice with with the brand.”

What is a successful tactic or strategy you’ve tried lately?

“Free sampling. That’s a really hard thing for a business to do, depending on your industry. For example, the tire industry. Once you tackle free sampling, you will build trust.”

Who deserves an Ovation in the restaurant industry?

“We did a pilot program with with the Minnesota Twins and Delaware North as a concessionaire. We got to see firsthand behind the scenes, thought processes on how they’re bringing in new concepts, new flavors, and new products into a stadium.”