Podcast
Episodio 29: Cael Bar
In questo episodio, Cael Byrd, fondatore e proprietario di Cael Bar, si unisce a The Drip by AQUALAB per condividere il suo viaggio da una startup nata in un garage a un'azienda fiorente specializzata in barrette energetiche e croccantini per animali. Spinto dall'impegno di fornire snack sani alla sua famiglia, Cael spiega come la misurazione dell'attività dell'acqua sia stata fondamentale per mantenere la sicurezza e la qualità dei prodotti durante la crescita della sua azienda. Sintonizzatevi per scoprire le sfide e i successi della costruzione di un'azienda alimentare dalle fondamenta.
Informazioni sull'ospite
Cael Byrd è il fondatore e proprietario di Cael Bar, un'azienda che si dedica alla produzione di barrette energetiche nutrienti e di croccantini per animali domestici. Partendo da una cucina commerciale fatta in casa nella parte occidentale di Washington, la passione di Cael per l'alimentazione sana lo ha portato a creare prodotti che privilegiano sia il sapore che la nutrizione. Con un'attività in crescita, si è rivolto alle misurazioni dell'attività dell'acqua per garantire che i suoi prodotti soddisfino elevati standard di sicurezza e qualità, sostenendo la sua visione di offrire snack sani ai suoi clienti.
Trascrizione
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I'm Zachary Cartwright this is water and food earlier this year I had the chance to meet with kale bird who's the founder
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of kale Barr located in western Washington State we discussed how he has
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made investments in equipment so that he can act like a larger company to ensure food safety and food quality and he
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makes energy bars for everybody in your family including your pets hear what he has to say on this episode of water and
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food hi Kale welcome to water and food thanks for being here today how are you thank you so much for having me on it's
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a pleasure to be here I'm doing fantastic well let's start off what is kalebar what is this product
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yeah so kalebar is a energy bar made for families so many energy bars out there
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they have their niche of you know this is just for protein this is for working out um but I'm a very passionate person
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family has always been first in my life so I wanted to create an energy bar that could benefit everyone whether it's your
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Dad or Mom or Dad rushing out for work um and they need a snack on the go that's healthy for them they'll give
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them energy or an energy bar for kids and you know while they're in school and they need something to help them focus
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and even we have an energy bar for dogs a dog energy bar because you know what
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dogs are family so kalebar is a family energy bar and it is created with all
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natural ingredients um no added sugars it is a healthy enjoyable snack that will give you
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energy that's a great balance of the necessary proteins fibers and even
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healthy carbs and healthy fats that your body needs to produce energy and you touched on this a little bit but
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what are some of the the key features about your bars that are different from other bars that are on the market there's a lot out there so why would
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somebody maybe choose your bar over or over another competitors bar right well
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so many bars today use a product called brown rice syrup um also glycerin and um corn syrup they
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use these uh or or even fiber syrup and some of those names sound nice like oh it's brown rice syrup or it's oh it's
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you know fiber syrup it must be good for you but the reality is they're all very similar products and they derive from
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corn syrup um they're pretty much the equivalent and so what was really tricky when I was
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developing my bars was I want to make sure that I cut out all the uh you know unnatural processed syrups and with my
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bars I was able to create natural binders with real fruits real nut
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Butters and so with my bars you don't get any of the filler that a lot of bars have
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um to cut costs you're paying for a premium experience in your food and I
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believe that everything you should eat should be a premium experience is so much on the market today I would even
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question if it's considered edible based on what it is you know for the amount of preservatives that are in the bars today
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um yeah sure they last three years on the Shelf but are they really good for you and so what makes my bar different
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is it goes back to the source of what is natural what is healthy and that's what
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I wanted to do it was difficult it was expensive it took a long time to make and figure out but the end result was a
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healthy delicious energy bar that I mean when even kids love it that's a big Telltale sign well let's talk a little
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bit about the journey to to getting to these bars where did the idea even even come from when did you wake up and
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realize that this is the the direction that you wanted to go yeah so I a little bit about my
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background um I was working in the restaurant as a line cook my very first restaurant and
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then I quickly became a sous chef and kitchen manager and I bounced between restaurants being a chef you know
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managing them I was also in culinary school and so I was learning a lot about the culinary industry as a whole and
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where the idea for a packaged food product like this came up was one day I
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was breaking down an order of food and like any restaurant you know you order tomato sauce and a thing of chicken and
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you know dried Goods whatever it may be flour and I was opening a box of canned
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tomatoes and it was a family owned tomato company and I was amazed because I said wow you know this company they
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made one product one delicious product and they're very successful from what they do and I was thinking comparing
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kind of my lifestyle and I was going man I'm constantly creating so many products with so many ingredients and uh the
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farthest it's getting is is you know outside the kitchen it's not even getting outside the door to the world so
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I had this kind of resonating with me like what kind of product could I create now with energy bars people often told
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me you know that's a very oversaturated Market there's a lot of energy bars out there how can you compete but I had an
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energy bar one day and I really and I had many energy bars I kind of concerned myself in the energy bar connoisseur
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um and so many of them are just bad and I thought you know what I want to make a difference in this I want to try my hand
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in this market and so the idea came one day as like I said I was eating an
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energy bar and I decided I'm like you know what I'm gonna try to do it so I started with
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buying ingredients from my local grocery store making them in my Mom's Kitchen eventually the need began I need my own
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kitchen so I built from hand a commercial kitchen from the ground up I'm actually in it right now
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um but I did the plumbing the electrical got it certified and from there I used that kitchen to uh create kale bar the
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many different variants um and yeah from there that's how I created what we have today
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and what are some of the hurdles that you've had to overcome along the way maybe not just from the food production
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standpoint but but even financing how were you able to finance this and and get everything together so that you
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could build this kitchen and then start to make the products that that you were thinking of
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well I'm thankful for one to my parents and my family for giving me a chance to um you know pursue the stream uh by
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letting me stay with them while I basically took 80 percent of all the money I made and poured it into this so
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I bootstrapped the whole thing I had no investors um I had friends here and there that would you know be like hey I want to
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give you 500 bucks or whatever uh to bless you but for the most part there were huge financial hurdles trying to um
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create something like this uh behind me I have a packaging machine that little blue device right there
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um I have uh food processors I have uh obviously the sink the commercial wear
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the fridges um the mixers the ingredients so all
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these things costed money uh it was about I think forty five thousand dollars total
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um and though that seems like a lot uh and those were that was a financial hurdle when you believe in something so
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strongly it's gonna happen and money should never be something to scare you away from a dream like if this is your
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dream you can do it you can accomplish it and so that was one hurdle obviously Financial hurdles um but I was able to
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overcome them uh another hurdle was uh really The Branding
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you know there's so many different kinds of Brands out there there's many different styles of branding and for me
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to come up with The Branding style that I have uh that was a very difficult thing and so I was lucky enough to find
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an amazing branding artist I had help with that and I was able to bring my vision to life of what I wanted kalebar
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to look like um another hurdle I think one of the most difficult ones was obviously the
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recipe development the rest of the development was not easy there were no YouTube guides really on how to make a
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commercial energy bar um let alone having it last in packaging so the amount of time I had to work with
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a food scientist a professional Baker I basically what I did was I created my
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own versions and it was the closest I was going to get and you kind of get to a point you learn this in business or
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any job where you know there's only so much you can do on your own and when you get to a place where you don't know how to do it that's a great time to ask for
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help so I worked for over a year with many different kinds of people kind of
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perfecting the rest of he's getting them how I wanted it took a lot of research these people are not just available this
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was from Word of Mouth Googling looking up food scientists such as yourselves and so that was a huge Challenge and I
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actually had the kitchen and The Branding done before my recipes were even finished so that kind of goes to
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show that when you have a vision when you have a desire when you have a dream even when things are not all in place if
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you believe it enough it's going to happen and since you brought it up let's Jump
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Ahead to to the formulation process now and and talk a little bit about that and and I'm wondering how moisture is
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important to the products that you make and when did you realize that you needed to start taking water activity
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measurements and and taking that into consideration for the stability of your products as well as their shelf life
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great question um with any food product it needs to last on the Shelf okay that's given
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there's nothing worse or damaging than getting your product out there and then people having mold on it or it tasting
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rancid um and so for me I did the due diligence of looking up what a food scientist was
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I got in contact with meter and I was able to talk to you guys and be edu
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educate myself on why it's important uh to have your moisture levels right I
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learned a lot about water activity and I learned a lot about um basically if the water activity is
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too high a microbial growth will occur which will increase um you know the product basically going
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bad and so for me I believe that if you build a business if you build anything the foundation of the business really
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needs to be good so I wanted to make sure that I had the right equipment that everything was dialed in
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um I'm a very small you know this company is just me at the moment um however when people see my product
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when they see my branding when they see the amount of effort I put into it they get mistaken think that it's a
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multi-million dollar company just on how well uh the product is done how well it's received how quickly
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my customer service is so these are things I really wanted to take seriously I did not want to
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um you know come out and give people a lesser product or a lesser experience when they purchase kalebar
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um and so we take everything to you know the next level and when it came to moisture when it came to formulations uh
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this was an area where I I said hey I just don't know how to do this but I know it's important and so taking the
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time I believe meter group had great resources you even gave me a a document at the time about cold press bars and
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your research on there so what's great is companies like yourself meter group you guys have done the work you guys
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have done the research you know for me I get to just read the documents and learn instead of having to learn through trial
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and error and there's nothing more time consuming than doing trial and error testing uh formulations
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um I was actually really lucky uh because when I I basically created my products in mind to not have a lot of
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moisture in them I used a lot of dry goods I didn't add any water or Oils or anything like that so by the time it
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came for me to I received my Aqua lab I started measuring uh the products themselves all my products were in
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actually really good shape so I was really lucky uh and blessed not to have to go through a crazy process of going
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oh this one's too high I need to bring the aw values down or so um yeah it was
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a process but uh that was kind of the process I took on to achieve the proper
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water and moisture levels kale when do you take water activity measurements is this just a final products or are you
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also looking at the mixing processes as well as starting ingredients
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great question so anytime an ingredient comes in from a factory the first thing
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I do is I test those water the moisture and water content on those ingredients
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whether it be dried blueberries whether it be sunflower seeds peanuts I want to
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make sure those are at the right moisture level and for those who do not know that are listening each product that comes in from a food
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supplier they are required to have those ingredients at a specific moisture level
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if let's say you get a batch of cashews and they are way too high
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um and you you test that and find that out you are allowed to send that back to the company and they are required to
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send you either a refund or a batch that is at the correct moisture level so for
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me I always make sure to test uh the con water levels and moisture levels of each
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product that comes in and then after I do that I'm pretty much good to go I actually haven't had any
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issues so far with that but it's just always good to check um and then what I do is once I mix all
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the ingredients basically I take a bit of the final batch and I'll test those
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to make sure they are at the right moisture level and that is the most important because that's the final product now with each batch that I make
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that little sample that I tested I saved that piece and I actually marked down
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the lot number so I go okay this is Lot number 122. and that way if a cus if I
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send a product out and a customer claims that hey you know your energy bars are rancid or they've gone bad I can go back
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to that ingredient that lot number and test hey you know let's let's break this down is there an issue of rancidity is
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there an issue where um there's microbial growth occurring that I was not aware of um and so it's really important to check
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I actually had my very first batch I had an early batch of pre-orders go out to
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people and one of my very first batches so it was embarrassing it was humbling
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but I'm so thankful I learned it I or I had to order a bulk amount of sunflower
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seeds um from A supplier that I was not familiar with because my typical supplier was out
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of stock actually this happened during the Ukraine crisis because Ukraine supplies most of the sunflower seeds in
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the world so anyways I got this company it was from the east coast and they shipped me over a box of sunflower seeds and they
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were rancid and I did not pick up on it I just assumed oh that's just sunflower
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smell and my early batch of people a lot of them reported hey these bars are rancid and so as much as I was humbling
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embarrassing it was a great example of why you need to check your product why you need to test it there's so many
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areas outside of even just moisture levels um you know whether it's smelling how it tastes so you have to be really
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careful when you're sending food out to large amounts of people and I think that's a really good point that you make about checking what activity of your
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incoming ingredients I I don't see companies doing this enough because sometimes if it's going to be out of
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spec that variation can carry through into your final product so it's possible that those sunflower seeds that you
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received were actually too low in water activity leading to lipid oxidation and then that was carried through to your
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final product so I think that's a really a good point that you brought up the next thing that I wanted to talk about
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is I see a lot of companies especially companies of your size decide to not get
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their own bench top unit and instead pay a third-party lab 50 to 100 per test or
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maybe even invest in a water activity meter something that they have found on on Amazon or Ebay something that's
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really cheap and I'm wondering what ultimately made you decide to to get
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your own bench top unit and go with an aqualab device so that you would have that there in your lab so that you can
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take your own readings well great question um first it's kind of all about
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financial perspective do you really believe that your company is going to be successful or not it's um it's like
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owning a lawnmower either you can pay the 400 and get a nice lawnmower or you can rent one for sixty dollars every
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time you use it eventually those 150 fees like you brought up with people hiring an outside lab are going to be
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more than the overall unit also you're not going to be able to have full control over when you test how often you
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test your product so for me I brought this up earlier I believe that the foundation of a business is critical if
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there are cracks in the foundation if there are issues in the foundation of a business it's going to collapse so I
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believe that if you want to become big if you want to become successful if you believe in your product you're going to
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think big okay you're not going to think small you're not going to cut quarters every single shortcut is bad it's bad because
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you're you're making a shortcut you're not learning the lessons you have to you're not paying the amount that you
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have to obviously some people have a hard time maybe affording them but the great thing about meter group
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um is the fact that they get to help you finance your product and that's what I had to help with in fact now this is not
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the same for everyone it's different there are different times different discounts or whatever but for me as a small business I qualified within meter
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to receive a discount and that was great you know it helped me tremendously I was able to afford a aqua lab with an iPad
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and my whole setup and then also you guys had very flexible zero interest payment plan which I believe is
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available for every single person and on top of that you guys throw in so many free You Know sample containers
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cleaning kits full year-round support I mean the moment I reach out to you guys about a question I have an answer you
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guys are extremely professional so for companies who are smaller who do not
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have one who are trying to go the short route of getting a cheap Chinese product first off if you get a Chinese it's not
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even Aqua up it's a moisture reading device that thing's gonna be inaccurate okay and that's why it's cheap so I I
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believe that um first off my experience with the aqualab 3 has been tremendous it was extremely easy to set up it's an
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investment obviously but it's a long-term investment and as much as I use it as great as it is it's totally
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worth every single dollar um and I think you would be foolish not to invest in a collab meter for your
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packaged food company and and I appreciate you bringing up the fact that you know you are purchasing a
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partnership uh that's part of the the best part of my job as a food scientist is working with people like you are
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working and getting to partner and figure out what that problem is or what the spec should be so that you have a
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long shelf life or that you're preventing microbial growth or you can save on packaging so um you're right it can be a lot up front
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but what you are getting is that partnership and and basically extending your team to include the food scientists
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and other scientists at at meter um now let's move on to the products
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themselves I know that you in the past you and I have had the opportunity to sit down and try some of them together
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um what are some of the different flavors of bars that you've created and how did you come up with those flavors
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interesting because you just don't want to do everything that everyone else has done however with how much products
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there are it is difficult you know to be very different um there are thousands of combinations of flavors for energy bars so
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on a list you know good ideas flavor palettes and that comes in with uh my experience
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as a chef if you listen to a lot of energy bar company CEOs a lot of them say I've never tried an energy bar before or I'm not not trying energy bar
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a lot of them say that I've never made an energy bar before I've never had experience in food science before so you
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know they were totally new and however that does give them a good creative perspective but um for me you know I
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know what tastes good it's so I uh I create I started with a berry bar and I
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didn't just want a blueberry bar or a cherry bar but I'm like you know what I love berries in Northwest why don't we
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do a Northwest Style Bar strawberries cranberries and blueberries and we call that the Pacific Berry then I was like
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well I like something tropical why don't we do a coconut mango uh kind of bar and then I was like obviously we need a
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peanut butter bar because they're just people who love peanut butter I made a peanut butter oatmeal Crunch bar
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and um then I also created kidlines bar kid bar so I uh and I'm gonna be
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expanding those in the future with even more flavors um but for starters I did a peanut
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butter and jelly bar that is a fan favorite um and I also did a brownie bar
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and then towards the end I was like I believe one of my designers came up with the idea of a dog bar so I created a
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basic just uh it's a peanut butter bar similar to all the other bars but I include things like ginger in there and
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things to help dogs digestion um as a great snack a healthy treat for them so
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that's kind of how I create uh came up with the flavors there were a lot of different ones that I was working with I remember I tried like I was gonna do
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like an apple bar um but some of the dried apples and extracts weren't super they just didn't work out at the time
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um I've learned a lot so I have a lot of ideas hatching um for future bars I think I would like
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to do maybe a dark chocolate cherry bar um I also have a couple bars that are just totally finished I have a matcha
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um kind of Asian style bar I have a um a coconut or a cocoa a dark chocolate
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cocoa fudge bar um and So eventually hopefully I'll be able to get those out in time but I
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wanted to start with a simplistic um you know uh well diverse
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catalog of energy bars that I thought most people would enjoy if they had them in a variety pack well I've had the
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chance to to try most of those flavors that you've mentioned and I'm usually like a chocolate and peanut butter guy
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but I was pleasantly surprised by the Pacific Berry bar that's actually my favorite um I really like the flavor and with all
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your bars I was really impressed with the texture this bar isn't hard at all it's really soft and I was also
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impressed that the individual components in the bar were able to kind of keep their different textures so there was a
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lot of complexity and a lot of different mouth feel but this bar definitely has a
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different texture and flavor to other bars that I've had and I've had a lot of different bars uh in the past so I I was
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impressed by the difference between this bar and other bars that I've had previously you've mentioned your your
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pet bar a few times I actually have one of them here I just wanted to show it off and I was wondering uh what inspire
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hired you to to get into the Pet Food Market and how did you come up maybe with this specific uh packaging that
22:32
we're looking at yeah well my designer he's one of the best in the nation and I say that
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because he wins national awards like every year and he's a local guy he lives actually pretty close to me
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um I knew about him for my dad my dad did some work with him and uh I knew he was he was legitimate and I kind of
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strayed away from contacting him originally because I was just trying to you know I was hiring amateurs to do my
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packaging work and I just was not satisfied I probably spent like maybe four thousand dollars on the amateurs
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just I had two of them and I mean they were great people don't get me wrong um one of them is a great guy he's a
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great friend of mine you know um no disrespect but uh it just I was not satisfied with what I was seeing So
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eventually like we talked about you know go big or go home I contacted this designer and where the other designers
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took you know months of you know and a lot of it just did not meet my standards I talked to this designer for 30 minutes
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he had my basically the finished style of packaging that I like for all my bars in less than a week
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um he's been one of my greatest components his name is Ron Hanson design that's his website ronhansondesign.com
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and I mean his his packaging is very Whimsical artsy very colorful and so we
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just had a blast working together I was able to uh give him the vision I had for my packaging I want something that would
23:53
kind of I so much branding today and I hope people are listening to this who are thinking about doing branding dude
23:59
and I say this strongly do not go with the overly simplistic branding that everyone else is trying to do you know
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the Nordstrom's look where it's just a simple you know if you're a huge company yeah you can afford to do that because
24:11
you have the marketing you have the brand knowledge but for a small company if you do something with just font No
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One's Gonna Know No One's Gonna remember that and so for me it was really important I had a lot of the amateurs
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they had some good looking stuff that look clean that looks simple but the simplistic overly simplistic designs are
24:31
not going to um last do you need something that's gonna people are gonna remember when people see my packaging they remember it
24:37
they see the Happy Dog on it they see The Artsy characters on it and the bright colors and that's what I would
24:43
encourage anyone else to do you know I have I have this can right here of uh you know sparkling water and every
24:50
time I see this I remember it's bright it's colorful it's Unique it's artsy the
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font is different and so those are things that I really believe if you want to be successful as a startup your brand
25:01
has to stick out pay the money for good branding I cannot tell you how many places I've seen that have a great
25:07
product a great business model and terrible branding and branding is the one thing that will bring you I believe
25:13
the farthest people remember your branding you and you've probably seen this driving around the city you see
25:19
great people who have um businesses doing landscaping or painting and they have like a little box on the side of
25:25
their car and it's like you know uh John's painting company and it's like they invested that thousand dollars that
25:32
two thousand dollars in some really good colorful branding they would blow up so uh that's how we came up with it I
25:38
talked to my designer it was his idea because we were kind of going with the theme the market of family and um I just
25:44
loved it and also the dog on it is the same it's actually my dog in real life and so I said can you make it look like
25:50
my dog so we were able to do it that way well I'll be giving my dog uh Zia this
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later today she's a sheepadoodle so I'm gonna follow up with you and still see if we can get a flavor made for her so
26:03
I'll I'll be reaching out okay we'll do that and uh what's next for kale bar as you look through the
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rest of this year and into next year what if what are some of your goals and what are some of your long-term goals
26:15
maybe looking five to ten years down the road so I'm still as a young entrepreneur I'm
26:22
still finding my footing and like any business it starts out uh like a baby
26:28
and you have to feed the baby you have to nurture it and you have to grow it until it can be a strong strong and
26:33
healthy um at the moment I'm doing a lot of online sales in fact that's I'll be doing after this I'll be fulfilling some
26:39
orders and it's been pretty comfortable you know just getting orders in while I'm sleeping and then wake up in the
26:44
morning go I got you know four orders let's go send those out to you know tomorrow or whatever um so that's what I've been doing lately
26:50
I've also invested in um some you know more farmers markets direct uh marketing that way
26:57
um I recommend staying out of retail for any people listening to this uh retail yes it's more of a pride and brand image
27:03
but you're gonna lose money starting out in retail um so I've kind of stayed out of retail for now
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um I'm I've met with a lot of other people who have energy bar companies and they are very successful just doing the
27:15
online business go on Google ads go on Amazon you know pay the you know five
27:20
bucks a day or whatever or the 10 bucks a day get your marketing out there you will see random people over the world
27:26
buy your product online and you can basically my business model is a direct to Consumer model and I like that it's
27:33
uh it's a great passive income business right now I have a lot of other things on on my plate right now as I I'm
27:39
actually personally getting married soon um and then I have uh work as well and
27:44
so at the moment great passive income my long-term plans I plan to grow this thing I plan to um you know keep
27:51
reinvesting every bit of money I make into the business at the moment I really don't take it for myself I just put it
27:57
back in the business okay what kind of marketing can I spend on and when you bootstrap a business compared to getting
28:04
investors it's a slower process but the rewarding thing is you have total control and
28:09
there's you know the pressure is totally off as when you have um investors you know they want their money now and so
28:16
you have to be you know you have to do everything you can to appease them and so with my business model it's great I
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love what I do I'm able to make bars make people happy uh this morning I woke up I was dealing with customers I was
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contacting them you know hearing feedback on what they're doing and I just want to grow this thing eventually I'll get a bigger kitchen I'll uh hire
28:35
employees and they'll have them working full-time and um yeah I just want to see where this goes and give my family a
28:42
generational business so that's the long-term goal well we're looking forward to see how you grow and we might
28:48
have to have you back in a year or two years and touch base and see where things are at uh final question I would
28:54
love that final question kale uh where if somebody listening would like to learn more about your company maybe even
29:00
join your team or put an order in to purchase product how can they do that
29:07
kalebar.com c-a-e-l dar.com if you even just Google kalebar
29:14
it'll be the very first website link that will pop up uh you go on my website it's free shipping
29:20
um you pay 30 for any kind of box you want I'll even throw in some free goodies I typically do for everyone
29:26
um and you know you can get any kind of box you want you can get a variety box you can get a
29:32
um just a box of whatever flavor that you'd like we also make sure for people who have allergies whether it's peanut
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allergies whatever it may be we do a really good job of not cross-contaminating so um our bars are
29:43
safe a lot of our bars are totally nut free as well so if you have kids who cannot have nuts that's a very common
29:49
issue um they're not free and then all of our bars are gluten free as well
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um and pretty much all of our bars except one is dairy free so if you can't have dairy that's a great situation too
30:01
um so yeah kalebar.com go on the shop on there you can order whatever you like let me know where you found me from or
30:08
you can leave me a message and I'd love to give you something a nice goodie for uh listening in
30:14
well thank you so much Kayla I really appreciate your time it's been fun to to watch your journey and thank you for the
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products I will take a video or take some pictures of Zia later having this uh pet treat so thank you so much again
30:25
and and we'll be in touch thank you Zach appreciate it
30:31
I'm Zachary Cartwright this is water and food find this podcast on Apple iTunes
30:37
Spotify or wherever you listen to podcasts
