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Ruby Jewel’s decision to concentrate on its core ice cream sandwiches.
Road2Retail podcast
Interview with Eric Koppelman — The Power of Focus on Building an Emerging Brand
Eric Koppelman, CEO of Ruby Jewel, discusses bringing the business back to its core product: ice cream sandwiches. He shares his views on retail sales velocity, the sales profession, distributor relationships and the need to balance a clear plan with flexibility as the brand grows.
Guest
Eric KoppelmanCEORuby Jewel
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Watch on YouTubeAbout this episode
Eric Koppelman joins Road2Retail to describe Ruby Jewel’s history and the decision to refocus the business on its core ice cream sandwiches. The conversation uses that experience to examine the role of focus in building an emerging brand and deciding how to expand it.
Eric discusses the importance of achieving sales velocity before extending retail distribution and treating sales as a profession that requires expertise. He also covers the complexity of distributor relationships and the need for both a solid plan and room to adjust it. The interview includes expectations on both sides when a company accepts money from investors.
Topics covered
Sales velocity
Why expected sales rates matter when considering retail expansion.
Sales and distributors
The expertise needed to sell and manage distributor relationships.
Plans and flexibility
Keeping a clear direction while adapting to changing circumstances.
Investor expectations
Understanding what each side expects when the business accepts capital.
Introductions to Industry Experts
Connect with trusted suppliers across the CPG industry.