We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.
I'm definitely a serial entrepreneur and a serial snacker. And when it comes to snacks, I'm more of a salty snacker, though I've been known to have a craving for sweets from time to time.
My focus has always been on connecting with consumers in a meaningful way.
You can't rest on your laurels. You have to continue to innovate; you have to continue to be different.
There's a deli around the corner from my office where I'd get a bag of chips with my sandwich, and I was hiding them under my sandwich because I was embarrassed. When I had this epiphany that I was hiding the potato chips from myself, I realized there was an opportunity there.
The influencer strategy hasn't been built around celebrities. We're looking for influencers within every marketplace, who are the people who help influence decision-makers within that community.
