"The pandemic was everybody's chief digital officer accelerant.”
This week on the Gooder Podcast I had the pleasure of talking with April Siler, the CEO at 8Greens. We discuss the history about 8Greens and how their product first entered into consumer’s visibility. We also learn about the trends that have come up in the supplements industry, accelerated due to the pandemic. Along the way we learn the story of an experienced brand builder who incorporates the lessons that she learned as a professional athlete into the corporate world and running a business.
In this episode we learn:
- The legacy of 8Greens and the taste innovation of their first product.- How the supplements industry has shifted and been impacted by the pandemic.- How, as a supplement brand, 8Greens leveraged an alt-channel strategy on the front end of the beauty supplement trend to become a dominant player in this growing consumer category.- About April’s emphasis on diversity, inclusion and the importance of creating a collaborative culture.- How marketing and creative experience in a CEO role produces a differentorganization growth mindset than that of a traditional MBA approach.- The advice she finds herself consistently giving Gen Z mentees.
About April Siler:
April Siler, the CEO of 8Greens, is a globally experienced brand builder specializing in driving health and wellness innovation. 8Greens, a digitally native brand, is experiencing triple digit growth by delivering exactly what consumers are seeking in this moment, an easy and convenient way to build immunity and boost overall health.
Prior to joining 8Greens April was the Senior Vice President of Marketing and Global Development for Califia Farms. During Califia’s most intensive 3- year growth period April spearheaded all USA marketing in addition to executing all operational aspects of the brand’s internationalization. April previously led marketing and sales at The Chia Co. From the brand’s creative inception through to development of a world first innovation-Chia Pod, where April partnered with world champion surfer Kelly Slater for brand communications.
April also led marketing initiatives for Australia’s largest food and beverage packaging manufacturer, Visy, a $6.7bn privately held company. At Visy, she developed packaging innovation for the top ten accounts—including Coca-Cola, PepsiCo, Fosters, Diageo—and developed the company’s consumer insights platform. April has a Bachelor of Commerce, majoring in Marketing and Economics, from Monash University in Melbourne. April played professional basketball in Australia and Europe, rowed for Melbourne University Boat Club and has a passion for nutritious foods.
Guests Social Media Links:
At Califia Farms, we're all about creating delicious, plant-powered foods with natural ingredients. Because we believe the world needs a healthier food system.
8Greens is an effervescent dietary supplement tablet, packed with enough superfoods to give your healthy diet a green boost.
The Chia Co are the largest producers of Chia seed in the world. Founder and CEO John Foss, discovered the benefits of Chia while researching natural solutions to modern diet related diseases such as obesity, diabetes and high cholesterol.
Amazon.com, Inc. is an American multinational technology company based in Seattle,Washington, which focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.
A dot-com company, or simply a dot-com, is a company that does most of its business on the Internet, usually through a website on the World Wide Web that uses the popular top-level domain ".com".
Nordstrom, Inc. is an American luxury department store chain. Fou