Interview with Kimmi Wernli — President and Owner of Crazy Richard's
On today’s episode of The Irresistible Factor, I am joined by Kimmi Wernli. Kimmi is the President and Owner of The Crazy Richard's Peanut Butter Company, and her passion for peanuts runs deep! Growing up, she saw firsthand how their family business created incredible products from the humble peanut. From candied nuts to healthy spreads, there was something for everyone. In addition to her dedication to the peanut, Kimmi is also a passionate advocate for peanut farmers and serves as a US peanut ambassador for the National Peanut Board.In today’s conversation, we hear from Kimmi about why she is so excited to talk about peanuts as a sustainable product, and the wonderful developments she has seen in the health food industry over the past decade. Kimmi unpacks her decision to merge her father’s two brands (Krema and Crazy Richard’s), despite the many difficulties inherent to this process.Kimmi also shares some of the biggest challenges the company has had to overcome during her tenure, including the hacking of their social media accounts and a major supply chain issue. Tune in for an inspiring conversation on business, health foods, sustainability, and the importance of aligning your business with your core values! Listen to The Irresistible Factor’s Interview with Kimmi Wernli, President and Owner of Crazy Richard's. Here’s what you won’t want to miss from our conversation:
- The biggest challenges and payoffs of merging their two brands
- The awesome story of how Kimmi’s father was approached by Walmart
- How the company adapted to a national shortage that affected their signature gold lids
- Kimmi’s thoughts on scaling, fundraising, and running a company with integrity
- Why Kimmi stays away from influencer marketing
Links mentioned in this episode: Kimmi Wernli on Linkedin The Crazy Richard's Peanut Butter Company Crazy Richard’s on Instagram National Peanut Board Kroger Meijer’s Walmart WinCo Foods Sprouts Farmers Market Giants Publix Expo West The Irresistible Factor Podcast Sawtooth Group