In this episode, Bora dives deep with Ben Conniff, co-founder of Luke's Lobster, as he reveals the extraordinary journey from answering a simple Craigslist ad to building a global seafood empire. Ben shares how he transitioned from food writer to restaurant entrepreneur, partnering with third-generation lobsterman Luke Holden to revolutionize how premium Maine lobster reaches consumers around the world.

For brand builders, this episode is packed with actionable insights:

• Discover how authentic storytelling became the foundation of their brand success – leveraging Luke's deep family connections to Maine's lobster industry to create an irresistible narrative that media outlets couldn't ignore
• Learn how Ben and Luke built their first 250-square-foot East Village location in just six weeks, opening three locations in their first year through a combination of strategic location selection and rapid execution
• Understand the power of vertical integration in building a sustainable competitive advantage – from owning processing facilities to establishing direct relationships with fishermen through initiatives like the Tenants Harbor Fisherman's Co-op
• Explore their multi-channel growth strategy, expanding from restaurants to grocery products (including frozen lobster mac and cheese, ravioli, and bisque) and international licensing in Tokyo
• Gain insights into their product development philosophy – why they're committed to a simple, high-quality flagship product that lets the star ingredient shine, while strategically introducing limited collaborations like their Mala Mayo roll
• See how their B Corp certification and commitment to sustainability has become a core part of their brand identity, appealing to consumers who want transparency about where their food comes from

Whether you're building a food brand, considering vertical integration, or looking to expand from a single brick-and-mortar location to a multi-channel business, Ben's candid discussion of both challenges and triumphs provides a masterclass in authentic brand building with purpose at its core.