S01.EP22 - Building FMCG Brands with Folkert van der Heide

What's it like to build brands in the food and beverage industries? In this episode we sit down with consultant Folkert van der Heide from the Netherlands who shares his story brand-building for many years in this space. Coming from a humble background where he grew up learning from his families farming and other small businesses, Folkert went on to work for various businesses before finding himself working in FMCG (fast moving consumer goods). He did this initially for corporations in-house before then eventually going freelance. This work then led eventually to him establishing his own drinks brand, Moj. We dig into the story of Moj, why he created it, and his experiences creating a brand from scratch and bringing it to market. Folkert shares his approach and methodology - including how to create a product with a "big idea" behind it. If you are involved in creating brands you'll find this very inspirational!