Bill Creelman on Spindrift and Moments of Joy with Guy Raz | How I Built This | NPR

Transcript

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Summary

In this video, Bill Creelman, the founder and CEO of Spindrift Sparkling Water, discusses how his company has been navigating the economic crisis caused by the pandemic. He talks about the challenges they have faced, such as deciding whether to keep their field team in grocery stores, the impact on their supply chain, and the shift in consumer purchasing behavior. He also discusses the potential opportunities for innovation and growth during this time. Finally, he touches on the importance of diversity and inclusion in business and his commitment to taking action.

Questions & Answers

Q: How has the pandemic affected Spindrift's business so far?

The pandemic has posed significant challenges for Spindrift. They had to make tough decisions, such as whether to keep their field team in grocery stores and how to navigate their supply chain. However, they have also seen a surge in sales in certain channels, such as e-commerce, and have been able to maintain their long-term growth projections.

Q: Did Spindrift experience a spike or drop in purchases when the lockdowns began?

Spindrift initially saw a spike in purchases as people stocked up on essential goods, including their sparkling water. However, they also experienced a drop in sales in channels such as food service and convenience stores, which were heavily impacted by the lockdowns.

Q: How did Spindrift handle the challenges in their supply chain?

Spindrift faced challenges in their supply chain, particularly in sourcing fresh juice, which is a key ingredient in their product. They had to work closely with farmers and navigate the changing landscape of the food and beverage industry. They implemented new strategies and technology in their production facilities and had to make quick decisions to ensure continuity in their operations.

Q: Have Spindrift's sales been affected by the decrease in foot traffic and the shift in consumer behavior?

Spindrift has seen a shift in consumer behavior, with people moving to different channels, such as e-commerce, to purchase their products. While foot traffic in grocery stores has decreased, they have seen an increase in sales through online platforms and delivery services. They have adapted their strategy to reach consumers in these new channels.

Q: How has Spindrift supported its food service partners during this challenging time?

Spindrift recognizes the impact of the pandemic on their food service partners and has worked closely with them to find solutions. They have helped their partners resell products, taken back inventory if needed, and offered support and assistance throughout the crisis. Spindrift aims to be a supportive partner and build stronger relationships with all their stakeholders.

Q: Did Spindrift face layoffs or did they manage to avoid them?

Spindrift managed to avoid layoffs by making difficult decisions and supporting their field team and employees. They chose to continue supporting grocery stores and found ways for their team to work safely while maintaining social distancing rules. This commitment to their employees' health and well-being has helped them avoid layoffs thus far.

Q: How does Spindrift compete against larger brands with more market share and brand awareness?

Spindrift differentiates itself through its focus on real ingredients and flavor. They rely on sampling and getting people to try their product and recognize its unique qualities. While they may not be able to compete on price or advertising budgets, they believe that their commitment to quality and innovation sets them apart.

Q: How does Spindrift see the crisis impacting its business model and future plans?

Spindrift is evaluating different aspects of its business model, including distribution channels and e-commerce, to adapt to the changing landscape. They are exploring opportunities to leverage their brand's uniqueness and engage consumers in more meaningful ways. The crisis is prompting them to think creatively and find innovative solutions for the future.

Q: How does Spindrift plan to address diversity and inclusion within the company?

Spindrift believes in being a values-driven business and is committed to diversity and inclusion. They have already taken immediate action, such as making donations, supporting employee activism, and funding education. Moving forward, they plan to include diversity and inclusion as part of their long-term planning process and hold themselves accountable for progress in this area.

Q: What does Bill Creelman hope to take away from this moment in history in five years' time?

Bill Creelman sees this moment as a time for self-reflection, growth, and positive change. He hopes that the lessons learned during this crisis will lead to greater equality and progress in society, education, and business. He believes that this challenging period can be a catalyst for positive transformation and is inspired by the opportunities for improvement and innovation that may arise.

Takeaways

During the economic crisis caused by the pandemic, Spindrift Sparkling Water has faced challenges, such as navigating the supply chain and adapting to changes in consumer behavior. However, they have also seen opportunities for innovation and growth, particularly in e-commerce. The company remains committed to its values, including diversity and inclusion, and plans to hold themselves accountable for progress in these areas. In the future, they aim to build a better future for their business and the communities they serve. Overall, this period of uncertainty has prompted Spindrift and other businesses to reassess their strategies and find ways to thrive in the changing landscape.