560: Asmeret Berhe-Lumax Is Fighting Hunger with One Love Community Fridge

21 Mar 2025 · 51 min

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Podcast Summary: This Is TASTE - Episode 560

Episode Details

  • Title: 560: Asmeret Berhe-Lumax Is Fighting Hunger with One Love Community Fridge
  • Description: The episode features Asmeret Berhe-Lumax, the founder of One Love Community Fridge, which operates community refrigerators to address food insecurity in New York City and Seattle. The episode also discusses Pepsi's acquisition of Poppi and its implications for the healthier soda industry.

Key Discussions

One Love Community Fridge

  • Overview: One Love Community Fridge is a network of ten community refrigerators aimed at eradicating food insecurity. The initiative began during the COVID-19 pandemic in response to the overwhelming demand for food assistance.
  • Founder's Journey:
  • Asmeret Berhe-Lumax shares impactful food memories from her upbringing in a multicultural household (Swedish and Eritrean) where meals were central to family life.
  • Transitioned from fashion industry to founding a nonprofit, blending personal and professional experiences.
  • Community Fridge Concept:
  • The fridges are accessible to all and encourage community participation in stocking and maintaining them.
  • They serve as a space for food exchange, embodying community ownership and connection.
  • Challenges & Benefits:
  • Challenges: Overcoming cultural mindsets, ensuring food safety, and fostering community engagement.
  • Benefits: Empowering communities, reducing food waste, and creating a supportive network for those in need.
  • Growth and Impact:
  • Currently, One Love has nine fridges in NYC and one in Seattle, with plans for expansion.
  • Expansion driven by local demand and collaboration with other organizations.
  • Emphasis on providing fresh produce and essential items, with ongoing community-driven initiatives.

Food Insecurity Statistics

  • In the U.S., over 44 million people face food insecurity; in NYC, over 2 million people.
  • One in four children in NYC are food insecure.
  • The demand for food far exceeds supply, highlighting the urgency of initiatives like One Love.

Educational Initiatives

  • One Love integrates educational programs alongside food distribution, including workshops and community events focused on cooking and nutrition.
  • The aim is to empower individuals and foster a sense of community through education.

Future Plans

  • Plans to expand community-supported agriculture (CSA) programs and continue growing partnerships with local farms and businesses.
  • Encouragement for community involvement and awareness around food insecurity.

Industry News

Pepsi and Poppi Acquisition

  • PepsiCo's Acquisition: Poppi, a probiotic soda brand, was acquired by Pepsi for approximately $1.95 billion.
  • Implications: The move is seen as a significant step in the evolving landscape of 'better-for-you' soda options, following healthy beverage trends.

Key Takeaways

  • Community Involvement: Empowerment and engagement of local communities are crucial elements in combating food insecurity.
  • Shift in Perception: The face of food insecurity is diverse, affecting various demographics, emphasizing inclusive solutions.
  • Actionable Steps: Individuals can contribute to food security efforts, regardless of the scale of their actions.

Conclusion This episode of *This Is TASTE* highlights the critical work being done by Asmeret Berhe-Lumax and One Love Community Fridge in addressing food insecurity. It underscores the importance of community initiatives, educational outreach, and the evolving landscape of the food industry, especially in the context of health-oriented products like those from Pepsi and Poppi. By fostering community ownership and collaborative efforts, significant strides can be made in the fight against hunger.

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Transcript

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0:00This episode is brought to you by Resi and American Express. Resi is a digital platform that connects restaurants to restaurant lovers by elevating dining experiences, providing original industry content, and helping to fill some of the country's most exciting dining rooms. Because restaurants have always been more than just places to eat. The amazing world of restaurants is just a few taps away in the Resi app and at resi.com.

0:31The face of food insecurity and who's coming to the fridges is not just one face. There are so many different people that are coming. There's different cultures, there's different age groups, there's different needs. So everything is really needed at the fridges. This is Taste. I'm your host, Eliza Barbanel.

0:59Asmarit Berge-Lumex is the founder of One Love Community Fridge, a network of 10 community fridges across New York and Seattle working to eradicate food insecurity. Their work is more urgent than ever, and it's so special to have Asmarit into the studio to talk about fighting hunger and the stigma associated with it and One Love Community Fridge's big plans for expansion. And we've got some breaking news. Poppy was acquired by Pepsi. And we have Andrea Hernandez from Snackshot to go over the deal and what it means for the probiotic soda category. It's a fascinating conversation. I hope you enjoy this episode.

1:43Asmore at Berge Lumex, this is Taste. Thank you for coming on the podcast. Hi. Thank you so much for having me today. Thank you for driving into Midtown in the midst of your busy day to talk about One Love. I imagine every day is probably full of a million different things that you have to do. I did find parking right in front, which is like gold. It's an omen. It's a gold. The rest of your day is going to be perfect. So I've invited you on the show today to talk about One Love Community Fridge and the amazing work that you do. But first, I just want to give a little bit of context into who you are and what you bring to the project.

2:17So to start off, I'm wondering if you can tell me if there are any food memories that you have from growing up that you think are especially impactful or memorable. I mean, I think for me, there's so many, so much around our family life revolves around food and meals. Or, you know, if there's an issue, you solve it over a meal. if there's a celebration or somebody's birthday is also over a meal. But also such a simple thing is when somebody comes over, you always offer them something to eat and drink. So I have so many memories. But I think I grew up in a home where I think I was very fortunate.

3:02My mother cooked quite a bit. So we just always gathered in the kitchen. What kind of food was she putting on the table for dinner? Let me see. So it's a mix. So I grew up in Sweden, in Stockholm, but my family is from East Africa, Eritrea. So it would be a mix. We would eat a lot of our traditional food, which is like injera and with a lot of stews, fused with traditional Swedish food, which is like, oh, I don't even know the English word for it. It's like a sausage, meatballs, fish. The Airtrain Swedish fusion food is not something I've ever had before, but I would love to be a guest at that table.

3:49It sounds awesome. Love to have you. So what kind of work were you doing before you started One Love Community Fridge? Oh, I spent a lot of years in fashion and I did work in product development, production, supply chain management. very different from I think from building a non-profit however I think with One Love is this perfect fusion of like my personal experiences and my professional experiences just all coming together. Could you maybe explain like what a community fridge is and how they operate? Yes so a community fridge is first of all the beauty of it is a community fridge is literally a fridge that's owned by the community.

4:35But it's a fridge that many of us have in our home that you place outdoors in a public space for anyone to be able to access and for anyone to participate in helping to stock them and really creating a space for resource exchange and sharing. And it's really interesting because it is an appliance, but when you put it in a public space like that it just actually comes alive and the beauty of like the community that's created around it so take me back to the pandemic how did the idea for One Love kind of first come about and what did the early days look like I mean we were here we were here in New York during the pandemic and during lockdown I was volunteering with two organizations that work really, they're a great organization that work hard to address food insecurity.

5:36And I was here with my family and a friend of ours set up one of the first fridges in New York, which was in Harlem. And I just thought it was this amazing, this genius idea because it was so simple, but it also would help address some of the challenges a lot of traditional food banks organization was experiencing at that time, which was an overwhelming demand. More families ever needing support in terms of having access to the most basic thing, which is food and water. And I think the other thing was, you know, I always say that because, you know, we're so used to reading and knowing like big numbers.

6:25and it's very different to read, you know, 2 million New Yorkers are food insecure compared to actually knowing, you know, 10 families are food insecure. We just wanted to take action and I wanted to really make sure I was able to do it in a way that included my family and friends and build that space. Yeah, definitely. I remember first hearing about One Love in those days of the pandemic And I think that I think being in New York in that period of time, so many people were seeing like the gaps of people that weren't being reached and also the ways that being able to gather in the way that like a food pantry or a food bank would normally have, like we weren't necessarily able to do that.

7:09I'm curious if you could tell me about like what are some of the challenges and the benefits of running community fridges versus a more traditional food pantry? It's not a traditional model. And I think initially what it required was also just helping people open up their minds and a little bit of a cultural mind shift in terms of what is possible in this space. that was the biggest initial challenge and finding host partners and also I think for our food partners to ensure that they're not worried about liability because we live in a country that where it's very easy to get sued. But I think beyond that, the biggest challenge after that was just that it takes, you know being given the the grace of time because i think that our approach to it is about community building and really like connecting people engaging people and also empowering people and really trying to address the root of the problem rather than just being a band-aid solution um so go goes on beyond you know redirecting food or you know it's really really making sure that people feel empowered to be part of the solution.

8:30So, and creating that and building that, that takes time. So I think that's like the biggest, another big, like one of the biggest challenges as well. But I'm so confident about that. That's where we have the biggest impact. That's also the space where we're able to, I think, inspire more people to come up with their own ideas or other ideas and carry it even further. Yeah. And I think there's a lot of work that goes into maintaining them just like in your own home, how you have to clean out the fridge and stock the fridge and make sure the milk isn't expired. So what does that kind of work look like on the back end?

9:08Yeah. So with, for example, with One Love, it's we have food partners that we pick up food donations, excess food from seven days a week. And we have an incredible volunteer community that picks up food donations and helps stock community fridges. And then the other part that's so important is because it's food, it's helping actually care for the fridge and the area around it. So we usually partner with a fridge host and it could be anything from a cafe, to another nonprofit, to health care provider that would allow us to set up the fridge in connection with their space and provide electricity.

9:59And then we have community members that will help, you know, check on and on the fridge and clean the fridge. But the real goal is also really for the fridge to be adopted and to have the local community take full ownership of it. So with One Love is like, you know, we'll help stock it, we'll help drive volunteers, and we'll help clean it. But the ownership doesn't stay with One Love. Does that make sense? Yeah. I mean, you want the community to feel like it's their fridge. It is their fridge. It is their fridge and that they can come by and see what's in it. And if they notice that something has spilled, pick it up if they need if their neighbor needs something to come to it in that kind of way, that kind of connection.

10:49Yes. And I mean, I think for me, you know, unfortunately, the demand for food far exceeds what we're able to supply at this point. However, I think one of the moments that makes me the most happiest is when I go by a fridge or when I drive by or stop by a fridge and I see that somebody else has put something in the fridge, you know, even if it's an apple or a sandwich. And so knowing that there's this constant exchange going on locally. Yeah, I'm in the group chat. So I got the text that's like, this bakery has a bunch of leftover bread. Can somebody go get it? Or this cafe has leftover sandwiches.

11:30and that kind of distribution that happens. And I think it's really interesting in a city like New York because we do have so much variation in like access and economic benefit. And there are people who have so much extra food to spare from events or things like that. And then also this great need at the same time in the city and to see that kind of way that like having access at one business or one place can help feed another part of that community, I think is interesting. And I'm curious how you've seen One Love grow since you first started it. How many fridges do you have right now and how has the business grown in other kinds of ways as well?

12:06Yes. I mean, I think also for any listener that might not be aware of the statistics too. In the U.S., over 44 million people are food insecure. New York City, over 2 million people are food insecure. One out of seven adults, but also one out of four children. And then yesterday, I don't know if you saw, there was an article that came out that was sharing updated statistics in terms of how poverty is rising and one out of four New Yorkers cannot meet essential needs. and I think for like us as an organization is we're just trying to do as much as possible we can through collaboration and raising awareness and also creating a space that people can participate in ways that work for them and I think that's really important in order for it to you know really really have impact I mean we currently have 10 fridges in New York actually nine fridges in New York and one is in Seattle.

13:15Then we also help support another close to 30 fridges that are set up by other organizations, so mutual aid groups or individuals. And we support them by driving food donations and volunteers. But then we have more fridges underway, which I think is like amazing because the fridgester we're setting up now has been because people organization are reaching out to us and saying hey you know we've seen how this is working we would love to have a fridge how can we set that one up and I think that's a big shift from you know a couple years ago because honestly we could probably have a fridge on every other block and that would still be not be enough and then in terms of an organization i think uh we have just like steadily steadily grown our volunteer uh community and it's amazing to see that like you know just in whatsapp we have over 500 people that everyone um participate in different ways there are there are like i call them fire souls they're you know that are involved every day and then some people are, you know, every other week or once a month or, you know, for different, you know, for different activations or packing days and food drives.

14:43I think that's the beauty of it, too, that to be able to create a space and that people can participate in ways that work for them and hopefully meet somebody else or get to learn something else and, again, come up with another idea. Yeah, I think that's really beautiful. And I really appreciate you kind of sharing some of those statistics about the reality of hunger in this country and in this city right now. I think a lot of people reading the news and certainly experiencing it themselves when they go to the grocery store. Eggs are really expensive. Groceries, everything is really expensive just to be living.

15:17And we also have to remember this is all happening while over 40 percent, close to 50 percent of all the food that's being produced is being wasted. Right. I'm just sitting with that number for a second. Because it is so frustrating to see that food being wasted and to know that it could be so easy to direct it into other ways. Where are you getting most of the food that's going into the fridges? Is it grocery partners and people like that? Oh, it's a mix. And that mix is important. So it's individuals. You know, we always encourage individuals if you have, you know, excess food at home. But also even when you're, you know, going to the store, if you can afford to buy a few extra things of, you know, your favorite food to share with somebody else to do that.

16:04And then also small businesses, we always try to figure out how can we make it easy for small businesses to participate? Especially we are also aware of that, you know, a lot of, you know, especially like restaurants, they have limited capabilities or resources. And then the third one is really like bigger food partners that are able to help us, you know, bring volume to the fridges. This episode is brought to you by Aura Frames. If you're one of those last minute shoppers, you might know the feeling. Ideas are running low and the clock is ticking. Here's a fun idea. Aura Frames. Aura Frames is the solution with a gift that feels personal, a little curated and sent with love.

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17:26That is pretty cool. For a limited time, save on the perfect gift by visiting AuraFrames.com to get$35 off Aura's best-selling Carver Matte Frames, named number one by Wirecutter by using promo code TASTE at checkout. That's A-U-R-A frames dot com, promo code TASTE. The deal is exclusive to listeners and frames sell out fast, so order yours now to get in time for the holidays. Support the show by mentioning us at checkout. Terms and conditions apply. Hi there, it's Matt, co-host of the show. We are currently running a This Is Taste listener survey, and we'd love to hear from you. Do you have a guest request?

18:07A restaurant you wish we'd visit to talk about on Three Things? What about a lesser-known cookbook author who deserves a spot in our studio chair? You can let us know by clicking the link in our show notes to complete the survey. It will only take a couple minutes, I swear, and will help us continue to make the best show possible. That's the This Is Taste listener survey link in our show notes. Over the past couple of years, have you seen an increase or like a shift in demand as you've been able to expand? Yes. Are there any things that are like specifically in demand or you know that when you put them in the fridge, they're going to be the first to get?

18:44taken up. I mean, right now it's eggs. Yeah. I was like, right now it's eggs. And we're really fortunate to have an amazing food partner, Hansenbrook Farms, that donate eggs. So that's been amazing. But everything is needed. Everything is needed. The face of food insecurity and who's coming to the fridges is not just one face. There are so many different people that are coming. There's different cultures, there's different age groups, there's different needs. So everything is really needed at the fridges. I think the one thing we try to focus on as much as possible is fresh food, especially fruit and vegetables, but also, you know, different protein options.

19:30That's why eggs are so great. Down to things that people might not think about, which is like salt, spices, herbs. But and also really like what can we focus on that we feel is missing that maybe other organizations are already providing. What about like supplements or like that kind of thing? Does that make sense in the fridge as well? Yeah, we don't really bring it to the fridges. However, what we do is when we do, we organize like consistent like packing days that where we focus on, you know, combining fresh produce with either like it's a specific theme. It might be, you know, around hygiene.

20:13So it might be hygiene products or it could be supplements. Like, you know, we really focus on immune system, for example. or if it's in the winter, it might be, you know, cold weather. Vitamin D, et cetera. Yes, exactly. But we try to avoid having any non-food products at the fridges. Yeah, I imagine that must be part of the work as well when you're cleaning it is making sure that people aren't, you know, dropping random things at the fridge as well that they think like someone else might want to take. Yes. I mean, it's all like people do with intention is there. Yeah, good intentions. Good intentions, right?

20:54But because, again, because, you know, people come in there to get their food, it is important that it's sanitary. And we discourage people to leave anything that's not food at the fridges. I mean, it's New York. People like put their things that they don't want on the curb and someone always comes and takes it. Yes. So I want to talk a little bit about like how education and the other activations that you do fit into the One Love Community Fridge mission. Are there any like events like the farm to fridge or chef to fridge or even like the big packing days that you think have been especially impactful for One Love over the past year?

21:30Yeah, I mean, our mission is to connect, empower, engage the community. And we do it through education and then access to food. And I think the three lead words is like respect, dignity, and health. So we talked about kind of our food-to-fridge program, which is really, again, redirecting food and minimizing food waste. But what we realized, again, because if you want the impact to be deep, it's like access in itself. It's not enough. That's why we also included education in it, in the mission. And so we built like three other programs around it, which is farm to fridge, school to fridge and chef to fridge.

22:19And they all interact and overlap. and what we realized was like again like the community building aspect is so important especially when you you want to include education as well so we do you know do a lot of workshops and food drives and packing days or speaking engagements but they're all interconnected and the way we look at it is like if true impact deep impact And the reality of how the world works and how we work as human, we need to have these four programs always interconnected. So, Asmire, I'm curious if you think that the way that you view food or cook has changed all in your own life since you've been working with One Love Community Fridge and engaging with food in this kind of way.

23:13Yes. It's really interesting because when I first moved to New York, I was actually really excited because I was like, oh, amazing. I live in the city. I wouldn't actually never have to cook. Yeah. I was really excited about it. But then, you know, you realize after a while and, you know, that I think the way I was eating probably wasn't the healthiest for me. You know, your body can handle different things in different ages. And then I had kids. And I think once I had kids, I actually that's when I really, really started cooking. But then you also I think we live in a city that and the lifestyle that a lot of people have it's like either you might not have time to cook or you don't know really how to cook or you don't have access to a kitchen it's and then I think on the other hand and on at the same time is like eating healthy could be difficult again because it could be either very expensive or time consuming or again you might not have this social structure around you to like might not know how to cook on a certain budget that would work for you.

24:16So I think it's been really interesting. So I feel like the way my work with One Love has affected me has, one, actually made me really look at waste in our family. And it's interesting because I definitely, I grew up in a family, it's an immigrant family where my parents, especially my mom, would use everything, like nothing would ever go to waste and everything could also always be reused like if you know could be reused another way so like zero waste and I think when I first moved to New York I was kind of like oh actually I don't think about that anymore and I think I've kind of come back to that and then I think with One Love Two has been like there's so many volunteers and community members that I'm so inspired by that have also like taught me how to like think about food in different ways or things like, you know, different ways of cooking.

25:09So that's been amazing. The irony of it is where we currently are because it is a kind of 24-7 operation. I'm probably cooking less now than I did two years ago or four years ago. Yeah, I think what you're saying about shifting needs based on where you are in your life or who you're cooking for, what time you have even like cleaning up after cooking takes so much time compared to being able to get takeout or have a meal from somewhere else and i think all of those factors in addition to just having access to food all kind of add up to impact the way that we like have our own relationships with food but i think like the other thing with one love is like and i think it's important to mention is like you know we do focus on fresh food we focus on you know uh workshops or like advocating like on how like how to cook for your cook or you know but I think it's important to know like we're not pushing a specific lifestyle on anybody it's really about giving people the opportunity to choose for themselves and having that access and at least like being aware and I think that's the thing that's important so I I really believed in I really believe in like having like a balanced life if you have you know if they have the opportunity to do that but so i don't believe in you know just eating one thing and not the other or you know any of the extremes and i think that's also not sustainable for most people but for us it's really about like how do we again like just giving people the opportunity to choose because a lot of a lot of people don't have the privilege of making those choices or having access to fresh produce.

26:58Definitely. And looking ahead at this year, do you have any plans for the future of One Love that you can share with us? This year ahead, I mean, I'm so excited. Last year, we piloted our first like a CSA program, which is a community supported agriculture program, where we were able to not just take on donations from some of the farms that we work with, but actually be able to purchase produce from them. And that was amazing because it was connected to all of our four ecosystems where we worked with weekly chefs to create a recipe based on what was in the bag. And we were able to donate four bags for every one bag that somebody subscribed to.

27:46So I'm really excited to do that this year again and extend the program. We did 10 weeks last year. We're doing our health form again. We have quite a lot of programming and workshops that are coming up this year. And hopefully just keep growing our food partners. And then we have additional fridges coming up. So there's a lot happening this year. There's always a lot happening. And in the show notes on the episode, we'll link to One Love's website. So if people want to plug in and find out about when they can do the CSA or when the health forum will be coming up, they can plug in in that kind of way.

28:20And I guess to close today, you know, you have a platform right now. We're on the mic and people are going to be listening to this. And if you were going to tell people who are listening like one thing about food insecurity or changing access to that, like what would be your message that you would want people to hear? We can all do something and that no action is too small. And no action is too big. But to get involved and just take that first step and, you know, just to remind people that, you know, if we all just do something, we do a lot together. And that, you know, I said it earlier, but the face of food insecurity, it might not be the face you might think it is.

29:05And I think just get involved. Please, you know, just reach out and we can help you take that first step. Thanks so much for coming on the show. Thank you so much.

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31:36Visit butcherbox.com slash taste to get this limited time offer and free shipping always. That's butcherbox.com slash taste. Don't forget to use our link so they know we sent you. Andrea Hernandez, welcome to This Is Taste. How are you? I'm good. How are you? It's been a busy week, and I just have to say, I've been reading Snackshot, and honestly, you're covering these breaking news stories with absolute rigor. And this week saw an incredible story in CPG, the industry you cover, the acquisition of Poppy by PepsiCo. This is huge news. We talked about it in our terrific year-end recap. It was one of our big storylines for 25.

32:25And here we are in March. The big acquisition happened. Did you expect this? Did you have sources tell you that this was going to happen? Yeah, it was so funny because I got the sort of like scoop of it on Thursday. And like I was trying to verify. But I realized like my source was actually really good because like when Bloomberg popped it on Friday, they were like, oh, it's going to be like 1.5. And my source had actually been more accurate with like the closer to 2 billion dollar number that came out. on Monday. But yeah, I mean, it's kind of expected. Yeah. Well, I want to ask you, first off, what did Pepsi actually buy?

33:06I've been reading about this. And I think for our listeners who are really interested in this world, when you acquire a company like Poppy, What do you buy, actually? Well, I think obviously they're buying a brand because it is kind of like a premium that they're buying this company for. And it's really interesting because if you look at the numbers, it's like$1.95 billion, which I'm pretty sure that was forced to make sure that it beat out the latest valuation of Olipop, which was like$1.85. but then they also like made sure like um to like note that like 300 million of that is like tax like it's going to be a tax benefit so it comes down to ultimately a price of like a net purchase price of 1.65 um and it's funny because like you know that it's unless you're like really into this business you don't know like the little digs that you can find even in situations like this but But allegedly, I heard that they actually wanted a higher purchase price and that Pepsi was like, no.

34:23But these are things that it's very interesting to kind of unpack because in my opinion, I feel this sale that was denied for a while, right? Because obviously, legally, they can't really confirm until the sale has gone. gone through um they it's funny because like i do feel like poppy really burned through a lot of money to get to this stage um and i had been hearing and like obviously like i like to say now like streets are saying or like allegedly um for a while it was i guess kind of like known that again allegedly uh that poppy had been spending you know a lot of money and marketing and doing stunts and really like to me kind of gave me the it because i was like oh why are we forcing it felt very forced right it's like okay if you're really doing well and you're really the future of soda how much do you have to like really um keep like you know putting that in people's minds as as opposed to feeling like Olipop is kind of more chill.

35:39Their numbers apparently are better. They are actually profitable. And they're kind of quiet, you know, even at conferences like Expo West, like Poppy was known for having these extravagant booths that some alleged that were like upwards of half a million dollars in, you know, price just to have that for, you know, like a three-day conference. I mean, it's like the story is old as Andreessen Horowitz. I mean, when you have acquisition insights and when you're talking about, you know, the M &A world, you want to have a really shiny new toy out there. And I observe as well that, you know, Poppy famously sent 100 vending machines to influencers around the Super Bowl at great cost and great waste to many critics.

36:25Of course, their Super Bowl ad really indexed high, and you wrote about it as well as many in the industry. And they're spending huge amounts of money and burn on getting into stores. I mean, our bodega downstairs here in Midtown is a great test case for the way slottings have worked. And, of course, Poppy has an NCAP cooler branded in this very competitive store at great expense. But, Andrea, ultimately for the founders, it worked out, right? getting this cash deal yeah i mean that's ultimately what either there's only two routes you can go you can either go public or you can go the acquisition right though there's no other route for cbg brands and you know it's very rare that like a brand will ipo because you do go under a lot of scrutiny right you put that s1 out there and it's gonna be a field day for everybody you know if it's like something ridiculous like like famously Chobani that prepared for the IPO and and like withdrew after like there was you know some tatters about how old leaves had been over inflated and it can be like hit or miss right like it could be it could be something amazing like monster that has for the past 30 years outperformed like tech stocks like Google and other similar like huge tech companies.

37:56And we're talking about like an energy drink. So I do think that it's it really is like dependent on what like the state of your company is. So like I love to think about like what's going on with Liquid Death. You know, like they were saying like oh we're prepping for an IPO or whatever I also think like they probably haven't done so because I feel like they've probably also been burning through a lot of money and like that just wouldn't look really good um putting it out and then s1 that's just like like my gut feeling about that um but I feel like you know it's great for the founders obviously for um the investors kavu being like the biggest one um here um but but if you look at like the the multiplier it's like three times their sales which for me like that that purchase price is pretty low for what like poppy was really giving like this illusion of being this like oh you know soda is back and modern soda kind of vibe and you know it'll be interesting to see if Alipop eventually does try to go that IPL route and you know they just raised 50 million dollars and it was like a round led by JB Morgan which kind of gives me like a feeling that you know it could be JB Morgan dealing with their IPO yeah leading that leading the s1 and getting them into the public markets and getting Yeah.

39:28You know, and maybe that's why Ali has been kind of stealth in in some ways with quietly growing their brand. I mean, I thought the Mountain Dew launch was at a very small anecdotal level successful in that it seemed like that was like a big. I think it was last spring when they put billboards out and people are talking about it a little bit about that flavor. And it's continues to to innovate on the flavor side. well poppy to me and this is just me speaking as a just a guy it's like not really doing that innovation i think okay i think both companies it's so funny because everybody's like oh soda is dead blah blah blah like literally could not be farther from the truth and um i think it's funny because the success of brands like ollie pop and poppy comes from americans indoctrination into like soda culture so like the fact that you could be like oh cherry cola and people have a sense of like i understanding around what that is like and that those nostalgic flavors are have what have made poppy and ollie pop successful in the sense of like you're giving me like a better for you taste of what i grew up with if that makes sense like um it's funny because i always say like Like it's the puppies pull the Pepsi literally all the way to like getting acquired by Pepsi in the sense that they started off as mother, which was a ACV, really artisanal farmer's market kind of vibe bottle looking like a looking bottle that they launched with.

41:07and you know Olipop did start off as a fiber a prebiotic soda in a can and then obviously Poppy like the rebrand came around 2020 after you know Olipop had been out there for a few years now and I think it's really funny because like people try to say like oh this rebrand is what gave Poppy the two like almost two billion dollar like acquisition whatever I'm like no they were just like you just pull the pepsi which is like oh you see you see something that like the the first to market is doing and you like you capitalize on that um and you're like really riding the coattails of like what the work that other people did to like sort of make this category even a thing but what's even more interesting is that people really don't know that coca-cola actually did fiber drinks first in Japan.

42:05And you can still find that drink in Japan. And it's funny, like, when you talk about like, okay, first to market versus execution, that also like Coca-Cola kind of missed. Like, they were early to something that they just didn't know what to do with or how to like make it like, you know, America is kind of like the biggest testing ground of whether something has legs to stand or not because of obviously the gargantuan consumer market that it is. But yeah, it's really fascinating to see this all unfold. When somebody writes the Probiotic Soda Wars book, which will happen, I have no doubt, that Japan reporting is going to be really rich and interesting.

42:50Question about Pepsi's acquisition of poppy. You think about Pepsi and one of the largest channels is fast food and quick service, QSR. I mean, I don't know about their formulation on the fountain. I think I've, I talked to the founder of Alipop about fountain and he, I think this was two years ago, said that it was something that they were working on. I still haven't seen it. You're closer to the sources. Do you think we'll see poppy at Taco Bell in the next year or so? Alibland is what they call it, I think. And it's supposed to be his preparatory blend. And so, like, I've written about this before, like, two years ago when I did this whole State of Beverage and wrote about, like, the Soda Wars 2.0.

43:35um like i made note like you know it was it was always going to be really hard for olipop to to be bought because you know integrating that into like the massive logistics um that you know companies like pepsi and coca-cola have like it it would take i guess like a bigger investment And so when you look at what Poppy has, like their ingredients, like it's not that like far, like it's it's not that crazy. And so I think, will we see it in fountains? Yeah, because I really do think that Poppy's future is getting away from anything that has to do with gut health or prebiotics. They just agreed to settle on this class action lawsuit.

44:27I think it's going to be like for 8.9 million. And I think it's something that they've already been doing in Canada because Canada has like stricter regulations around health claims and ingredients. So do I think we're going to definitely, I mean, that's what Pepsi is going to do. You know, that's why they bought this brand. Whether or not I think that they're going to keep it the way that it is, like I don't you know I don't think that it's gonna you know especially knowing that they've settled with this like lawsuit I don't know how much of that like oh it's got prebiotics or fiber like and and honestly I don't think the mainstream consumer gives a shit about literally like no pun intended like that they really care about like the prebiotics aspect of something like a poppy or an ollie pop and i always love to talk like joke about that and i've obviously made like a myriad of memes uh but i also like feel that the whole this whole movement is going to condense down into just modern soda and you know it's going to be walmart just has an aisle now like started to debut an aisle that's called um modern soda and you have things like azevia you have Olipop, you have Poppy.

45:52You also have something like a Spindrift that also just came out with like their version of a modern soda, but no health claims at all. And then you also have like Liquid Death try to get into that like kind of modern soda category by launching things like Killer Cola. And so I think Poppy and Olipop both started to try to get into, you know, more of this uh obviously olipop is at sweet greens uh poppy is in in chipotle um they've already done like the the tall boys that are uh mostly made to kind of appeal to c stores convenience stores so yeah i think i think it's just the natural like post acquisition um like trajectory of you know being bought by someone like a pepsi but also pepsi is like it's funny because like you all you have all these big food companies starting to really hedge against the Mahamania, against, you know, consumers being a lot more informed about what they put in their bodies.

46:58And, you know, starting to build a sort of like health halo around their company, right? They just bought Siete for a similar premium and now they have Papi. Wonderful. And I think ultimately I agree with you when it comes down to formulation on the fountain. And you're getting into Taco Bell's, the tens of thousands of locations, maybe 10 ,000. It's going to be about, is this a good soda? Is this a good alternative to what else is on the fountain? And the affinity will grow if they nail that formulation. And it's like a cool new product that people like the flavor profile. And the health claims are in the background, if anywhere, or nonexistent, as you mentioned.

47:40Last thought, you mentioned Liquid Death. And you mentioned other brands. I guess we've talked about Alipop and Poppy. Is there a third brand that you think will be acquired or next brand that be acquired in the next six months? So I do think that the M &A appetite will continue to grow, especially as these big food companies have been quietly dissolving their venture arms. both big beverage and like big food so everything from a general meals to distilled ventures like Diageo's distilled ventures like you're starting to see that companies are not these big companies are not really wanting to invest in innovation within their own house and so I do think that that we're gonna continue to see more brands acquired I I'm not sure like the ones that are left in beverage for example like liquid death especially based on like their last raise unless it's like you know like for example spin drift like spin have got it like acquired by like a P I think it's like a private equity firm and for a brand that was like 15 years old like when i saw like what it sold for i don't really think that was like whoa like a really big exit um and i you know i'm unsure what other brand has been able to pull like all the hype that something like an ollie pop or poppy have been able to do.

49:28And, you know, all these other acquisitions like Alani Nu that you saw recently with Celsius acquiring it, Ghost that KDP acquired, but not in totality. So it's like really dependent on future performance, which is something that you see a lot in this space, but it's like you don't really need to necessarily fully acquire. So they'll get like a maybe a 50 % stake and based on that performance you'll eventually like acquire the rest of it and so I'm not sure if something like a liquid death would want to get itself acquired versus trying to go for IPO but based on like the you know the the latest like they they instead of raising more venture money they went in and got like a credit line for like 50 plus million for from this like lender So I'm like, hmm, I don't know.

50:22It could be something where you start to get desperate for that like cash exit. It could be something that's forced by even like a board. So I don't know, maybe yes. I feel like liquid death, I think not because I feel that they're like, oh, my God, they have this huge hype, whatever. But I feel like it's been long enough that, you know, I can I can sense that there's there's got to be this sort of climax because there hasn't been another raise in the same way that Olipop has. So, you know, maybe something like a liquid death. I don't think it would be like a really insane, crazy number. I don't think it would be like more so than what an Olipop or a Poppy would probably like, well, Poppy went for.

51:09But I'm less interested in, you know, not saying that I'm not interested in beverage. I just feel like there's not a lot of like other big brands that I'm like super fascinated by. I'm more so also thinking about like, who like, like there's definitely be like companies like I feel like a Grasa or maybe like a Fly by Jing that are starting to become like really incumbent. And I'm very fascinated to see if this like M &A action moves into more of like pantry staples. Well, Andrea, thank you so much for the time. Again, it's Snackshot. I'm linking to you in the show notes. You got to subscribe. Always appreciate your deep insights and your colorful writing.

51:49It's quite the one-two punch you got there. Love it. Thank you.

51:59This is Taste is hosted and produced by Matt Rodbard and me. Eliza Abarbanil. The show is edited by lead producer Clayton Gumbert and supervised by Pat Stango, director of media production and development at Penguin Random House. Thanks to Shalia Harris and the production team at Penguin Random House. Theme music by Steve Rydell, logo and guest illustrations by Ellie Skrzat. Visit Taste Online at tastecooking.com and make sure to subscribe to our newsletter to keep updated on all cool things in the world of taste.

From the publisher

Asmeret Berhe-Lumax is the founder of One Love Community Fridge, a network of ten community refrigerators across New York City and Seattle working to eradicate food insecurity. Its work is more urgent than ever, and it’s so special to have Asmeret into the studio to talk about fighting hunger and the stigma associated with it, and about One Love Community Fridge’s big plans for expansion. 
Also on the show we have the big grocery news of the week. Poppi was acquired by Pepsi and we’re joined by Andrea Hernández of Snaxshot to talk about what this means for the better-for-you soda wars.
Do you enjoy This Is TASTE? Drop us a review on Apple, or star us on Spotify. We’d love to hear from you.            
READ MORE:

Woman Helps Feed Thousands by Putting Refrigerators Full of Nutritious Food into Communities [ABC]

Pepsi Acquiring Poppi [Snaxshot]

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