Show Notes: In this podcast episode, Xeba Zareie, founder of Preme Foods, shares her journey from battling chronic gut issues to creating a food brand focused on gut health. She discusses the brand's nostalgic yet strong aesthetic, the challenges of the food industry in the US, including the use of chemicals and the need for consumer awareness. The conversation covers the differences between prebiotics and probiotics, the financial aspects of starting a CPG brand, and the importance of educating consumers amidst misinformation. Xeba emphasizes self-advocacy in food choices, the evolution of snacking culture, and her mission to promote gut health transparency. About Xeba Zareie: Her journey with persistent gut illness inspired Xeba to transition from TV & Film Development, to tell a story through a snack idea. She dreamt of this idea every morning while making oatmeal to meet her limited diet, Xeba longed for a more luxurious alternative. After much trial and error, and with the help of her functional medicine doctor, Preme was born! This gut conscious delicious any-time sweet snack has 10g of protein from collagen, gentle prebiotics and is naturally sweetened with maple. This dreamy, luxurious low fodmap pudding has proven beneficial to many after just one serving! Xeba is on a mission to improve the way we tackle about gut health. Timestamps: The font choice (00:00:10) Discussion about the intentional choice of font for the branding of Preme Foods and the nostalgic and tough feel of the brand. Origin story of Preme Foods (00:01:20) Xeba Santop's personal journey from working in TV and film development to founding Preme Foods due to her own chronic gut issues. Challenges in the food industry (00:03:59) Comparison of the impact of mutated wheats in the US and Europe, and the rise in gut health issues due to GMOs and chemicals in food production. Impact of chemicals in food (00:05:24) Discussion about the use of chemicals in the US food industry, lack of regulations, and the difference in morals and values in government regulation. Trends in food production (00:07:09) Exploration of the progress and challenges in the food industry, the influence of corporations, and the power of consumers in shaping the market. Strategies for growing a niche product (00:08:14) Xeba's approach to building the brand, finding the niche consumer base, and the importance of allies in the space. Expansion and distribution strategy (00:11:33) Discussion about retail expansion, interest from international markets, and the challenges of extending shelf life in the CPG space. Differentiating prebiotics and probiotics (00:14:20) Explanation of the differences between prebiotics and probiotics, and their respective roles in gut health. Financing and bootstrapping (00:15:59) Considerations for financing a company like Preme Foods, including the possibility of bootstrapping and the potential need for external investment. Bootstrapping a CPG Brand (00:16:15) Discussion on the need for capital to scale a business and the importance of cash flow. Educating Consumers (00:17:36) Challenges in educating consumers about new products and overcoming outdated information and preconceived notions. Functional Foods and Consumer Experience (00:18:03) The effectiveness of functional foods, consumer experience, and the importance of product performance. Generational Differences (00:20:32) Differences in consumer reception between younger and older generations regarding new food products. Verifiable Information and Self-Advocacy (00:22:06) Trends in Food and Snacking Culture (00:27:17) Changes in consumer habits, the rise of snacking culture, and the value of trusted and convenient food brands. The Mission of Raising Awareness (00:29:24) This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands https://dilliecreative.com/

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