Amanda 00:01 Welcome to the purpose power brand, a podcast for leaders and brands transforming business into a force for good. I'm Amanda Stassen, business and brand strategist, social justice advocate and founder of BIZU Innovation Group. I'm speaking with leaders who are proving that not only does purpose drive profit, but the future of our world depends on it. If you want to grow your business, increase your brand loyalty and not get left behind in the ever-changing marketplace, this podcast is for you. Today we're talking with Suzie Yorkie, CEO and co-founder of The Better Chocolates, a brand on a mission to create the healthiest and most delicious functional chocolates. Susie is also the founder and CEO behind the food startup brand ‘love good fats’, where she grew revenues to over 100 million in three years. Welcome Suzie to the purpose power brand podcast. Thanks for joining us today.

Suzie 00:49 I'm excited to be here. Amanda, my favorite topics in the world.

Amanda 00:53 Ah, awesome. So, before we dive in, I want to get to know the person behind the brand. Because the truth is business is all about people. It's people that power business. People are at the heart and soul of business. Share with me one word that best describes what purpose powers you - like, if you were to answer the question, I am powered by blank and then share a little bit about how this guides or inspires the work you do.

Suzie 01:21 Oh, that's great. I'm powered by passion is my word and probably what your you'd hear from me on others. The passion has changed over the years, if you can believe I was passionate to do an engineering degree in electrical engineering and then my first job and adult diapers and then I discovered running and then triathlons and that became a driving force you know crossing the first finish line of an Ironman and then you another one another one and then becoming a mom the first time it was the best, best, best, kind of phases in my life. So it's, I've kind of have this theme off like uber, you know, passionate determine, and I really kind of enjoy, you know, enjoy life and enjoy the pursuits, this enjoy discovering new things and enjoy being a driving force for myself and hopefully inspire people around me and hopefully improve lives around me as I go on these different pursuits and becoming an entrepreneur at age 50 which is now I'm on my second brand is pretty much what's been driving me and fueling me for the last six years.

Amanda 02:38 I love that, I love that there's that as the fuel behind the work that you're doing. And you're just leading me into kind of my next question, which is, you know, you have such an incredible background, you know, 30 plus years working for multinational CPG companies like Procter and Gamble, PepsiCo, Kraft Heinz, Weight Watchers, like, wow, that's an incredible career. And then you decide to become an entrepreneur at age 50. Talk a little bit about that. What was the impetus for that shift?

Suzie 03:13 Yeah, you know, it's funny, because people often ask me, like, what took you so long? And I always say, Well, I loved my corporate career. I really enjoyed building brands, launching new products, working with teams, the strategy, the execution, I loved it all. But there came a point where I felt like I wanted to build something of my own, something that was deeply aligned with my personal values and passions. And around that time, I had also gone through a personal health transformation. I discovered the benefits of healthy fats and reducing sugar, and it completely changed my life, my energy levels, my overall well being. And I looked around and I saw this huge gap in the market for snacks that were truly low in sugar, high in healthy fats, and tasted amazing. So that's when the idea for Love Good Fats was born. It was this intersection of my marketing background, my newfound passion for health and wellness, and seeing this unmet need in the market.

Amanda 04:18 That's fantastic. So it was this convergence of personal passion, professional expertise, and market opportunity. That's often the sweet spot for successful entrepreneurship, isn't it?

Suzie 04:30 Absolutely. And you know, I think having that deep personal connection to the problem I was trying to solve, reducing sugar and embracing healthy fats, that really fueled the passion and the determination needed to get Love Good Fats off the ground. Because launching a startup is hard work, there are so many challenges, but when you truly believe in what you're doing, it makes all the difference.

Amanda 04:55 For sure. And you know, Love Good Fats was incredibly successful, reaching over 100 million in revenue in just three years. That's phenomenal growth. What do you attribute that success to?

Suzie 05:08 I think it was a combination of factors. Firstly, timing was key. The keto movement was gaining traction, people were becoming more aware of the negative effects of sugar, and there was this growing demand for low-carb, high-fat options. Secondly, we had a product that really delivered. Our bars tasted great, which is crucial in the food industry, and they met this specific nutritional profile that people were looking for. Thirdly, we had a really clear brand positioning and message. 'Love Good Fats' was simple, memorable, and directly addressed the changing perceptions around dietary fat. And finally, we had an amazing team and great execution. We moved fast, we got into major retailers quickly, and we built a strong community around the brand.

Amanda 05:56 That's a great breakdown. Timing, product, positioning, and execution. It sounds like you hit all the right notes. Now, you've recently launched a new venture, The Better Chocolates. Tell us about that. What inspired this new brand?

Suzie 06:12 Well, chocolate has always been a passion of mine. But as I got deeper into the health and wellness space, I realized that traditional chocolate is often loaded with sugar and doesn't offer much in terms of nutritional benefits. At the same time, I saw this growing trend of functional foods – foods that provide health benefits beyond basic nutrition. So, I thought, why can't chocolate be better? Why can't it be delicious, low in sugar, and packed with functional ingredients that actually support your well being? That was the genesis of The Better Chocolates. We set out to create chocolates that not only taste amazing but also offer specific functional benefits, like supporting energy, focus, sleep, or gut health, using ingredients like adaptogens, probiotics, and nootropics, all with very little sugar.

Amanda 07:07 Okay, functional chocolate. That sounds intriguing. So it's not just about indulgence, it's about chocolate that actually does something good for you?

Suzie 07:16 Exactly. We want to transform chocolate from a guilty pleasure into a mindful moment of self-care. You can enjoy this incredibly delicious chocolate, satisfy your craving, but also know that you're getting some added functional benefits without the sugar load.

Amanda 07:34 That's a brilliant concept. Now, I know purpose is a big part of The Better Chocolates as well. You're focused on ethical sourcing and Fairtrade practices. Talk a little bit about why that's important to you and the brand.

Suzie 07:50 Yeah, absolutely. From the beginning, it was non-negotiable for us that The Better Chocolates had to be built on ethical foundations. The cocoa industry, unfortunately, has a long history of issues related to child labor, forced labor, and unfair wages for farmers, particularly in West Africa where the majority of cocoa is grown. We knew we didn't want to be part of that problem; we wanted to be part of the solution. So, we made the commitment to use only Fairtrade certified cocoa beans. Fairtrade certification ensures that farmers receive a fair price for their beans, that there are protections against child and forced labor, and that there are investments back into the farming communities for things like education and healthcare. It also promotes environmentally sustainable farming practices. For us, creating a 'better' chocolate isn't just about the ingredients inside the bar; it's about the entire value chain, from bean to bar, ensuring that it's better for people and the planet.

Amanda 08:58 That's fantastic. So the 'better' in The Better Chocolates refers not just to the functional ingredients and low sugar, but also to the ethical sourcing. That's a powerful multi-layered approach to purpose.

Suzie 09:12 Exactly. We believe that you can create products that are better for you and better for the world. It's not an either/or proposition.

Amanda 09:21 I couldn't agree more. You know, sometimes businesses hesitate to invest in things like Fairtrade certification because it can increase costs. What would you say to those businesses?

Suzie 09:34 I would say that consumers are increasingly demanding transparency and ethical practices. They want to know where their products come from and that they were made responsibly. So, while there might be a cost associated with certifications like Fairtrade, I believe it's an investment that pays off in the long run. It builds trust with consumers, enhances brand reputation, attracts talent who want to work for purposeful companies, and ultimately, it's just the right thing to do. And frankly, the cost difference is often not as significant as people think, especially when you factor in the long-term benefits and the risks of not addressing these issues.

Amanda 10:15 That's a great perspective. It's an investment, not just an expense, and it aligns with growing consumer expectations. So, you've gone from being a high-level executive in large corporations to being a founder of two successful startups. What are some of the biggest differences and challenges between those two worlds?

Suzie 10:37 Oh, they are vastly different! In the corporate world, you have resources, established processes, big teams, brand recognition. As a startup founder, especially in the early days, you have none of that. You're wearing multiple hats, you're resource-constrained, you're building everything from scratch, you're constantly putting out fires. It requires a different mindset – more agility, resilience, comfort with uncertainty, and a willingness to roll up your sleeves and do whatever needs to be done. The highs can be higher because it's your baby, your vision coming to life. But the lows can also feel lower because the stakes feel very personal. It's definitely not for the faint of heart, but it's incredibly rewarding when you see your idea take shape and make an impact.

Amanda 11:30 Yeah, the 'founder rollercoaster' is definitely a real thing! You mentioned wearing multiple hats. Can you give us an example?

Suzie 11:38 Oh gosh, in the early days of Love Good Fats, I was literally doing everything from formulating recipes in my kitchen and packing boxes in my basement to pitching major retailers and managing finances. One day I'd be negotiating with a co-packer, the next day I'd be designing packaging, the day after that I'd be managing social media. You name it, I probably did it. You have to be willing to learn quickly and jump in wherever needed.

Amanda 12:08 Wow, that's intense. But also sounds incredibly dynamic. What advice would you give to someone who's maybe working in the corporate world but dreaming of launching their own purposeful venture?

Suzie 12:21 My advice would be, first, make sure you're deeply passionate about the problem you're trying to solve or the impact you want to make. That passion will be your fuel during the tough times. Second, do your homework. Really understand the market, your target customer, your competition. Validate your idea as much as possible before taking the leap. Talk to potential customers, get feedback, maybe even run a small pilot or test market. Third, build a support network. Connect with other entrepreneurs, find mentors, join industry groups. You don't have to do it alone, and learning from others who have been there can be invaluable. And finally, just be prepared for the rollercoaster. It will be challenging, there will be setbacks, but if you believe in your vision and stay persistent, it's absolutely achievable.

Amanda 13:18 That's great advice. Passion, homework, network, and persistence. Love it. Okay, Suzie, this has been incredibly insightful. Before we wrap up, as we do in every episode, we want to leave our listeners with two practical purpose tips they can apply today. What two tips would you share?

Suzie 13:40 Okay, tip number one: Start small, but start now. Don't wait for the perfect plan or the perfect product. Identify one small step you can take today towards incorporating more purpose into your business or your life. Maybe it's researching ethical suppliers, maybe it's volunteering an hour of your time, maybe it's simply educating yourself on an issue you care about. Just start building momentum. Tip number two: Focus on progress, not perfection. Building a purposeful business is a journey, not a destination. There will be challenges, you'll make mistakes, you won't get everything right immediately. That's okay. Celebrate the small wins, learn from the setbacks, and keep moving forward. It's about continuous improvement and staying true to your 'why'.

Amanda 14:33 Excellent tips. Start now and focus on progress. Thank you, Suzie. This has been fantastic. Where can people connect with you and learn more about The Better Chocolates?

Suzie 14:45 You can find The Better Chocolates at thebetterchocolates.com. We're also on social media, Instagram and Facebook, @thebetterchocolates. And people can connect with me personally on LinkedIn, just search for Suzie Yorke.

Amanda 15:02 Great, we'll link those in the show notes. Suzie, thank you again for joining us today, for sharing your incredible journey, your insights, and your passion for building better brands. Thank you for leading the way.

Suzie 15:15 Thank you so much for having me, Amanda. It's been a real pleasure.

Amanda 15:19 Thanks for listening to the purpose power brand Podcast. I'm Amanda Stassen. If you liked what you heard, be sure to share and subscribe on your favorite podcast player. We'd also love to hear what resonated with you. Or if you have a guest suggestion, drop us a line at info@bizu.co Special thanks to Mark Salam for original music and lead podcasting for production. Lastly, if you're ready to purpose power, your brand to grow, win and impact at scale let's talk. visit www.bizu.co That's www.bizu.co. Bye for now.