Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Kerry Roberts, Co-Founder of Everipe, located in Larchmont, NY, USA.

What's your business, and who are your customers?

We are Everipe Superfood Smoothies, plant-based, upcycled, and freeze-dried fruits and superfoods that combine in your blender with ice and milk for the most deliciously nutrient-dense smoothie on the planet.

Tell us about yourself

I had spent many years in Brand Marketing and Consumer Insights in CPG but had never built a brand from scratch nor been an entrepreneur. When my now co-founder Greg McMullen was introduced to me, he had the foundation of a concept for a shelf-stable, clean smoothie but no brand and no consumer strategy.

I dove in to help with both, tasted the smoothies, and realized how groundbreaking it was to have something not-processed (we're 100% plant-based) and delicious without the need to refrigerate or ship the water (freeze drying removes the water and keeps the nutrients). I saw the potential for this innovation, beyond smoothies, to really transform the pantry from a place of quick-grab carbs to a place of nutrition and wellness.

We like to say that we're taking the produce aisle to your pantry!

What's your biggest accomplishment as a business owner?

Our biggest accomplishment is having the persistence to keep going. We're just about to relaunch — for the 3rd time! We've improved our recipes for more nutrition, easier scale-ability, updated packaging, and our website. Taking in mixed consumer feedback, and using that insight to reshape your business, making it smarter and stronger, is something that we should feel really proud of.

What's one of the hardest things that come with being a business owner?

Not always being able to control the environment. The last few years have thrown a curveball after curveball with a global pandemic, supply chain handcuffs and now looming inflation. What helps is a laser focus on your "Why" and how you're helping people to stay motivated.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Focus on the problem you're solving, less on your specific solution. Without that lens, you'll miss critical opportunities to improve or pivot.
  2. Build a brand that stands for something, and then embody that brand in everything you do. Constantly showcasing your product as a set of features and benefits will not break through the clutter.
  3. Do things that don't scale at first. I once rushed a package overnight via Courier when a customer reached out to say they were heading into surgery and wanted the smoothies for recovery. Build loyalty one customer at a time by seeing them and knowing them as real people. And in the same way, share yourself as founders, as real people - don't try to pretend you're a big company before you are. People like helping the underdog!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.