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Podcast: Taste Radio
Episode: Insider Ep. 13: The Keys to Creating a New Category; How This Nation Won It All
Description: "I'm starting a new category." It's a familiar refrain often heard in the food and beverage industry, even if most times what's spoken isn't necessarily true. But in the rare cases in which an entrepreneur is indeed breaking new ground, the challenges are plentiful. GT Dave, the founder of GT's Living Foods and a pioneer in packaged kombucha, has experienced firsthand the difficulties of introducing an entirely new category to the market after launching his brandin 1995. For years, GT's was the singular bottled kombucha brand and paved the way for what is now a thriving category that i...