Become the Solution to the Problem: Interview with Yves Potvin, Founder of Gardein and Konscious Foods
I recently went one on one with Yves Potvin, founder of Gardein, Yves Veggie Cuisine, and Konscious Foods.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Yves: I am a classically trained French chef whose culinary journey unexpectedly led me into the vibrant world of plant-based foods. From creating the very first fresh veggie hot dog and starting my first company Yves Veggies Cuisine, to founding Gardein, and now Konscious Foods, my path has been nothing short of a culinary adventure.
As a flexitarian, my passion lies in making plant-based food not just accessible but irresistible to people from all walks of life. Being a founder and creator in this space comes with its fair share of challenges and triumphs. Yet, every inventor and innovator understands that setbacks are not roadblocks but rather opportunities to find innovative solutions. I firmly believe that innovation is an ongoing quest—one that requires resilience, an open mind, and an unwavering commitment to creating a better, more sustainable future.
Adam: How did you come up with your business ideas? What advice do you have for others on how to come up with great ideas?
Yves: I often reflect on what is missing in my own life and imagine that there are likely many people like me experiencing the same thing. In the context of Konscious Foods, my dedicated team and I recognized a growing need for delicious plant-based seafood, prompted by the ever-increasing and unsustainable global demand for traditional fish. With this realization, we embarked on a mission to craft a product that genuinely fulfills all the criteria: affordability, convenience, nutritional value, and exceptional taste. This approach forms the cornerstone of our creative process—we pinpoint a necessity and then strive for perfection. Our current focus revolves around refining our offerings in smoked salmon and plant-based shrimp.
Adam: How did you know your business ideas were worth pursuing? What advice do you have on how to best test a business idea?
Yves: Each of my entrepreneurial endeavors is underpinned by extensive research. We do our homework. In the case of my most recent undertaking, this encompassed a fusion of consumer insights, market analysis, beta taste tests, and hundreds, if not thousands, visits to sushi establishments spanning North America and Japan to ensure that we authentically capture the quintessential umami essence of the traditional product.
To fellow entrepreneurs, I offer this advice: follow the data diligently and exercise patience. There's no need to rush the process in pursuit of a quick profit. Entrepreneurship is a marathon, not a sprint; great ideas require time and come with a lot of trial and error.
Adam: What are the key steps you have taken to grow your businesses? What advice do you have for others on how to take their businesses to the next level?
Yves: My foremost advice for fellow entrepreneurs is to create innovative solutions that have “legs” or long-term viability. I consistently aim to explore business ventures that offer the potential for vertical expansion. And most importantly, it is crucial to assemble a team who are the best in their respective fields.
Adam: What are your best sales and marketing tips?
Yves: Become the solution to the problem. Millennials and Gen Zs are passionate about supporting brands that resonate with their core values, particularly those rooted in sustainability. It's essential to not only profess these values but to embody them.
Words alone are enough when it comes to demonstrating your commitment to the well-being of the planet. This facet has become an increasingly vital element of the sales and marketing equation. The youth of today are acutely aware that the choices they make, and that the food purchase now will shape the world they inhabit in the future.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Yves: I believe the most effective leaders lead by example. I personally love to be involved in every aspect of the business and work alongside members of my team who are experts in their field. My role is to ask the right questions and support them to take on challenges to find new solutions and opportunities.
Adam: What is your best advice on building, leading, and managing teams?
Yves: Invest wisely in great talent. Seek out the best people you can afford and ensure they understand the objectives at hand, fully embracing the overarching mission of your company. It's imperative to curate a team comprised of top-tier professionals, each excelling in their specialized areas. Instead of viewing them as potential challengers, acknowledge that, together, with their distinct expertise, you can surpass your competition.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Yves:
Embrace Adaptability and Innovation: In our fast-paced business world, success hinges on adaptability and innovation. Effective leaders foster a culture that not only embraces innovation but also stays on top of industry trends, allowing them to strategically pivot as necessary. Encouraging a spirit of innovation within an organization is crucial, as it drives creativity, calculated risk-taking, and proactive responses to industry developments. This approach can result in new products, services, and processes that provide a competitive edge, solidifying the company's position in the market. Having a business means facing challenges every day, and very often challenges are opportunities in disguise.
People, People, People: Successful leaders understand the value of their employees. They prioritize attracting top talent, nurturing their skills, and creating a positive work environment. A motivated and skilled workforce will drive productivity, boost morale, and contribute to the success of your business. After all, you can’t climb Everest alone.
Customer-Focused Approach: Customer satisfaction and loyalty are paramount to the success of your business. It’s important to understand your customers’ needs, provide exceptional service, and continuously improve the customer experience. The goal is building strong, lasting relationships with your consumer and you will enjoy their repeat business.
Adam: What is the single best piece of advice you have ever received?
Yves: When you create a new business, always ask yourself: “Are we the best?”, “Are we the first?” and “Are we different from any other productive/service on the market?” If you can’t answer “yes” to two out of three, it’s time to re-evaluate your offering.
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally-recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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