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WHEN DEMAND OUTPACES SUPPLY WITH OATLY



It’s the dream of almost every entrepreneur to have your brand become the next big, buzzed-about trend with product flying off the shelf, consumers writing love letters to it on Instagram, and competitors are moving into the space (and that means you must be doing something right). But what happens when your plan works too well? You didn’t prepare for just how popular it would be and your production facility has nowhere near the capacity you’ll need to keep up with your current customers. If you don’t get up to scale quickly, the entire company could come crashing down.

That’s what happened to Oatly, the Swedish oat milk brand that last year became a smash hit with consumers and baristas but was quickly plagued with out-of-stock issues as the company struggled to match supply with fast-rising demand.

Speaking during day one of BevNET Live Summer 2019, held June 12-13 in New York City, Mike Messersmith, U.S. general manager for Oatly, explained how he navigated the company out of this crisis and got production up to scale within a year. In this video, Messersmith offers his experience with Oatly as an example of how a commitment to transparency and communication helped the brand land on its feet without losing out to the competition.

INDUSTRY ALL-STARS HAVE SPOKEN AT BEVNET LIVE

  • David Karr, Chief Brand Cebador/Co-founder, Guayakí Yerba Mate - BevNET Live Winter 2019

    David Karr

    Chief Brand Cebador/Co-founder, Guayakí Yerba Mate

    David Karr, Chief Brand Cebador/Co-founder, Guayakí Yerba Mate - BevNET Live Winter 2019

    David Karr

    Chief Brand Cebador/Co-founder, Guayakí Yerba Mate

    David Karr is the Chief Brand Cebador of Guayaki SRP, inc., a company he co-founded with Alex Pryor, his “soul brother” in 1996. As the brand steward, David is responsible for the look, feel and story of Guayaki and is committed to creating sustainable, regenerating enterprises that nourish the planet and humanity. He lives on his community farm on Salt Spring Island, BC, Canada with his wife Jennifer Lloyd and two boys Alex and Rio.

  • Sarah Alderson, Divisional Merchandise Manager, Chilled Packaged Goods, Walmart - BevNET Live Winter 2019

    Sarah Alderson

    Divisional Merchandise Manager, Chilled Packaged Goods, Walmart

    Sarah Alderson, Divisional Merchandise Manager, Chilled Packaged Goods, Walmart - BevNET Live Winter 2019

    Sarah Alderson

    Divisional Merchandise Manager, Chilled Packaged Goods, Walmart

    Sarah has spent the last 10 years in the food business at Walmart. During this time she has held roles in private brands, sustainability as well as various buying roles in merchandising. She’s currently leading the refrigerated buying teams to cultivate a new shopping experience. She is passionate about growing American entrepreneurs and creating new models for growth.

  • Neel Premkumar, Founder & CEO, FORTO Coffee - BevNET Live Winter 2019

    Neel Premkumar

    Founder & CEO, FORTO Coffee

    Neel Premkumar, Founder & CEO, FORTO Coffee - BevNET Live Winter 2019

    Neel Premkumar

    Founder & CEO, FORTO Coffee

    Neel Premkumar created FORTO Coffee to fuel the next generation of coffee lovers, looking for a fast coffee energy boost. Today, FORTO is the #1 Coffee Shot and the best-selling shelf-stable Organic Bottled Coffee in the U.S., sold in over 50,000 retail stores. The company has been on Inc.500’s fastest-growing company list for multiple years, and Neel is an EY Entrepreneur of the Year finalist. Prior to becoming the Founder and CEO of FORTO, Neel was a marketing executive at Nestle, and beforehand, founded a boutique marketing agency called CreativeHub, with clients that included Unilever, General Mills and Samsung. Neel holds an MBA from The Wharton School of Business, a Graduate Marketing degree from The University of Chicago, and a Bachelor’s degree from Georgetown University. He resides with his wife and twin girls near New York City.

  • Tracy Dubb, Co-founder, M3 Ventures - BevNET Live Winter 2019

    Tracy Dubb

    Co-founder, M3 Ventures

    Tracy Dubb, Co-founder, M3 Ventures - BevNET Live Winter 2019

    Tracy Dubb

    Co-founder, M3 Ventures

    As co-founder of M3 Ventures, Tracy brings nearly a decade of retail and consumer brand growth experience to the firm. Since the launch of M3, she has executed over 35 investments in leading lifestyle and commerce businesses. Areas of expertise include health and wellness; DTC fashion and apparel; beauty; food, beverage and hospitality; and cannabis and CBD. Prior to M3 Ventures, Tracy was a Vice President at Sandbridge Capital, a middle market private equity firm founded by Tommy Hilfiger. She oversaw the firm’s growth equity activities with investments such as Thom Browne, and the firm’s venture investments, including FarFetch and Tamara Mellon. Before joining Sandbrige Capital, Tracy worked as a business development consultant at TRAUB Associates, a retail-focused advisory firm founded by former Bloomingdale’s CEO Marvin Traub. Her clients included the Related Companies and Dubai’s Al Tayer group. Prior to TRAUB, Tracy worked at Credit Suisse in the Retail & Consumer Investment Banking division in New York City. Tracy graduated from the University of Pennsylvania with a BS in Urban Studies.

  • Michael Kirban, Co-Founder & CEO, Vita Coco - BevNET Live Winter 2019

    Michael Kirban

    Co-Founder & CEO, Vita Coco

  • Daniel Grubbs, Managing Director, PepsiCo Ventures Group - BevNET Live Winter 2019

    Daniel Grubbs

    Managing Director, PepsiCo Ventures Group

    Daniel Grubbs, Managing Director, PepsiCo Ventures Group - BevNET Live Winter 2019

    Daniel Grubbs

    Managing Director, PepsiCo Ventures Group

    Daniel leads the PepsiCo Ventures Group with the aim of identifying, securing, and nurturing PepsiCo's partnerships with emerging Food & Beverage companies. The Ventures Group mission is to champion the founders vision while also supporting PepsiCo’s transformation and long term market position. Previously, Daniel helped lead PepsiCo’s Premium Beverage/Emerging Brands division, encompassing Naked Juice, IZZE, O.N.E. Coconut Water, and KeVita. During his tenure Naked Juice became a $1B retail business for PepsiCo, while KeVita was successfully integrated into the PepsiCo family after a period of investment. Before PepsiCo, Daniel held a number of key roles with IRI, including co-leading the Strategy Growth Consulting practice with a focus on Corporate Portfolio Strategy and M&A Due Diligence. Daniel holds an M.B.A. from the University of Southern California.

  • Kara Roell, Co-Founder & Managing Director, VMG Partners - BevNET Live Winter 2019

    Kara Roell

    Co-Founder & Managing Director, VMG Partners

    Kara Roell, Co-Founder & Managing Director, VMG Partners - BevNET Live Winter 2019

    Kara Roell

    Co-Founder & Managing Director, VMG Partners

    Kara co-founded VMG Partners in 2005 and focuses on all aspects of the Fund’s investment strategy, sourcing, execution, portfolio company oversight and exit management. Since its inception, VMG has partnered with entrepreneurs and management teams to provide a breadth of value-add resources in the areas of sales, marketing, branding, finance, operations and legal support which enable its partner companies to rapidly increase brand awareness, accelerate growth and build equity value. Kara serves, or has served, on the boards of babyganics, Bare Snacks, Drunk Elephant, Health Warrior, Humm Kombucha, KIND Snacks, Pirate Brands, Pretzel Crisps, Quest Nutrition, Solid Gold Pet, Sun Bum, Waggin’ Train and Vermont Smoke & Cure, among others. Kara has been an investor in emerging, lower-middle-market branded consumer companies for the last 18 years. Prior to her private equity career, Kara was an Analyst at the investment bank of Schroders plc and received her Bachelor of Arts in Economics and German from Colgate University.

  • Daina Trout, Co-Founder & CEO, Health-Ade Kombucha - BevNET Live Winter 2019

    Daina Trout

    Co-Founder & CEO, Health-Ade Kombucha

    Daina Trout, Co-Founder & CEO, Health-Ade Kombucha - BevNET Live Winter 2019

    Daina Trout

    Co-Founder & CEO, Health-Ade Kombucha

    Daina Trout co-founded Health-Ade Kombucha in 2012 alongside her husband, Justin Trout, and best friend, Vanessa Dew, in Los Angeles. Daina, who has Masters’ degrees in Nutrition and in Public Health from Tufts University, was working in corporate America when she decided to pursue her passion for “real” food and develop the best-tasting, highest quality kombucha on the market. Under her fearless leadership, Health-Ade has grown from a small production, artisanal item made in Daina’s tiny apartment and sold at local farmer’s markets into the fastest growing brand in the category that is now available in more than 12,000 stores and restaurants nationwide.

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The next BevNET Live conference takes place at the Loews Santa Monica Beach Hotel on December 9th and 10th. More than 800 beverage industry founder and executives come together to move their businesses forward and discover what's next for the industry. Plan ahead and secure your seat at the two-day conference. Early registration savings of $200 per ticket ends October 25th. 

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