THROWBACK episode you don't want to miss. With nearly 300 SKUs of ice cream competing for limited freezer space, you have to boot a brand out to get in! So, the question is: how do you build a brand in the freezer? What brings the consumer into the grocery store? How do you find new customers to try your brand?  Vedant Saboo and Mike Webber, co-founders of Frutero Ice Cream, join Winning at Work to share their start-up story and key learnings about grocery stores and scaling a business. Origin Story Building a brand in the freezer How do grocers categorize their products? Trip driven Hero Basket builder Inspirational How intentional is the purchase? What is the value of differentiation? What category is ice cream? Is Frutero an ice cream brand or a fruit brand? What is a brand promise? Commercial fruit production VS Frutero's Key learnings ~ incremental growth outside of ice cream How to attract new consumers New flavors coming soon - you heard it here first! Connect with Vedant: https://www.linkedin.com/in/vedant-saboo-59130a44/ Connect with Mike:  https://www.linkedin.com/in/mikedweber/ Frutero Ice Cream: https://www.fruteroicecream.com/