Building a Socially-Driven CPG Brand with Juan Giraldo, CEO & Co-Founder at Waku

Juan Giraldo, CEO, and co-founder at Waku joins us to share his insights on starting a mission-driven brand and how you first need to satisfy customers’ tastes and functional requirements before you earn the right to enlist them in your mission. Waku is a beverage brand of ready-to-drink herbal teas infused with prebiotics. Since Juan is from Ecuador, he wanted to make an impact in his home country by sourcing organic, high quality and pure ingredients directly from farms in Ecuador. He talks about the challenges of setting up a co-manufacturer and a raw ingredient supply chain in another country. Juan also walks us through the steps he took to get his first products manufactured and how he repositioned his product several times based on the feedback he received from his customers.