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Focusing on Value and Sustainability

An Interview with Mindfull Inc. Founder and CEO, Matt Jimenez

— December 16, 2019 — Business
Mindfull Inc. recently introduced its successful VIBE Organic Electrolyte Black Tea line to Canadian retailers across select provinces, including Ontario, Saskatchewan, British Columbia, Quebec, and Alberta. Now, the brand is looking to inspire eco-conscious lifestyles in its customer base through its own commitments to sustainability. Its tetra-pack cartons for VIBE are created with 70% renewable materials and each package is 100% recyclable -- even the caps are made out of plant-based plastic.

This eco-conscious approach stems from Mindfull Inc.'s "commitment to organic, ethically sourced ingredients, renewable resources, and sustainable business practices." Trend Hunter spoke to Founder and CEO of Mindfull Inc., Matt Jimenez, about VIBE tea's introduction to the Canadian market and the company's sustainable approach.

VIBE recently made its debut on the shelves of retailers across five Canadian provinces. Could you talk more about the build-up to this moment and how the company circulated its core product prior to this?

We’ve spent the past six months building VIBE’s brand awareness in the United States, extending to both brick-and-mortar retailers and e-commerce platforms like Amazon. In addition to driving retail distribution gains, we also invested in supporting industry events, as well as establishing a strong social media presence. We’re getting ready to launch VIBE’s stand-alone website and are hopeful that through all of these efforts, VIBE will have a strong presence with consumers that will continue to support our launch further into the Canadian market.

How has consumer response been with VIBE’s introduction to the Canadian market and how do you expect that to change with the product’s official launch in Canadian grocers?

So far the consumer response to VIBE has been great! Our customers enjoy the fact that VIBE brings about a low-calorie hydration solution to the energy beverage segment. As our market share continues to grow, we’ll be building our investment into consumer research in order to better understand our customer’s needs and wants. We will also continue to innovate with exciting new flavors, as well as different tea types! However, we feel that it is most important for us to hear directly from our customers to best understand how VIBE should differentiate and show up for them in the market.

Actually, could you elaborate more on who your target demographic is and how do you appeal to them?

Our target customer is youthful, independent, active and determined. Our goal with VIBE is to create products that support everyone who wants to meet the world on their own terms. We see VIBE as appealing to the young professional on-the-go, the avid concert-goer, the student enriching their mind. We are for conscious consumers who won't sacrifice taste or quality and expect the most out of their beverages.

Can you speak a little bit more about the importance of sustainability and how VIBE is embracing this through packaging?

Our commitment to sustainability is part of our core values. Our business structure, our supply chain management and our packaging all speak directly to this commitment. We source and use organic ingredients for all of our products, and feel that the support of organic agriculture is foundational to our development as a company. We also utilize Tetra Pak cartons to minimize our impact on post-consumer waste. Our cartons are 100% recyclable and made from up to 70% renewable materials. Through these combined efforts, VIBE achieved B Corp status in 2019! We take our commitment to sustainability very seriously which is why we partnered with B Corp in order to help keep us focused on how to be better in the world.

What do you think your industry will look like in the next 10 years?

I believe the industry will continue its current growth trend of bringing new innovation to the market in evolving categories. Customers continue to support products that provide more functionality, while simultaneously lowering their environmental impact. We see more value-add attributes coming to life in food products such as compostable packaging, fair-trade ingredients and functional ingredient inclusions like adaptogenic herbs. Consumers want more value for their dollar. Brands that continue to innovate with evolved products will lead the charge in shaping the industry in the next decade.


Image Credit: Mindful Inc.
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