Creating a Culture of Courage: Avital Ungar of Avital Food & Drink Experiences On How to Create a Culture Where People Feel Safe to be Authentic & Why That Helps the Bottom Line
An Interview With Vanessa Ogle
Provide Growth Opportunities: We’re a growing company so we’re constantly updating our org chart. I hire people with different, varied strengths that have the potential to fit in many roles. This gives my team the opportunity to change roles within the company so they can grow and develop different skills.
In today’s fast-paced world, authenticity in the workplace and in our personal lives has become more crucial than ever. Yet, fostering an environment where individuals feel secure enough to express their true selves remains a challenge. The importance of authenticity cannot be overstated — it is the foundation of trust, innovation, and strong relationships. However, creating such a culture requires intention, understanding, and actionable strategies. As part of this series, we had the pleasure of interviewing Avital Ungar.
Avital Ungar, founder and owner of Avital Food & Drink Experiences, first became serious about the finer points of life while living in Paris and the quaint town of Aix-en-Provence in Southern France. After drinking wine at three in the afternoon as per the cultural norm and gorging her way through the countryside, Avital returned to the United States and began reading “Wine for Dummies” with the hope of adding an academic wine approach to her informal wine education. Now, years later, Avital is a certified sommelier (of both wine and water!)
A UCLA graduate, Avital studied Art History, French and Mandarin Chinese but wishes she could have majored in chocolate. Returning to her hometown of San Francisco after living in Paris and Shanghai, she began to pursue her passions professionally. She has been leading artisan food tours since starting Avital Tours in 2011. She has served as a judge at the International Chocolate Salon, the Best of the West Rib Competition, the Good Food Awards and has been featured on CNN, the Travel Channel, Travel+Leisure, the New York Times, and more.
Thank you so much for joining us in this interview series. Before we dive into our discussion our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
I was born and raised in the culinary melting pot of San Francisco, where my passion for food and exploration began. After living in Paris, France, and China, where I immersed myself in the culinary traditions and earned my sommelier certification, I returned to my hometown with a newfound appreciation for the art of gastronomy.
Inspired by my travels and eager to continue down this path of culinary curiosity, I founded Avital Food & Drink Experiences in 2011. What began as a series of high-end food tours in San Francisco, catering to both locals and tourists, quickly evolved as I recognized a growing demand from corporations seeking team building and client entertainment opportunities. I then expanded beyond San Francisco, launching both Los Angeles and NYC food tours. In 2019 we launched our virtual events and have since launched a new kind of private dining experiences in twelve cities across the United States.
Everything that I do at Avital comes back to our mission of strengthening relationships through interactive food and drink experiences.
Can you share the most interesting story that happened to you since you started your career?
One of the most pivotal moments in my career happened during the unprecedented challenges of the pandemic. As the founder of Avital, I found myself facing a daunting reality when the pandemic completely invalidated our traditional business model, plummeting our revenue to zero practically overnight. It was a make-or-break moment that demanded swift action and innovative thinking from me and business owners everywhere.
I knew that simply waiting for things to return to normal was not an option. We had to adapt, and we had to do it quickly. I made the very difficult decision to implement layoffs to ensure the survival of the company. It was a tough call and the worst day of my career, but it was necessary to preserve the core of our business and pave the way for our transformation.
I led my team through a period of rapid experimentation and adaptation. We embraced virtual events as our new medium, crafting engaging and interactive experiences that brought people together from the safety of their homes. Every day was a whirlwind of brainstorming, strategizing, and executing. We embraced the mindset of constant iteration, learning from both successes and failures along the way.
We transformed Avital Food & Drink Experiences into a multi million-dollar company within a short span of time. The journey was anything but easy, but it taught me invaluable lessons about the power of adaptability, resilience, and the importance of fostering a culture where people feel safe to take risks and be authentic.
You are a successful individual. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Adaptability and Flexibility: As I mentioned earlier, during the pandemic, adaptability and flexibility were paramount to our survival and eventual success at Avital. When the pandemic hit and our traditional business model became obsolete overnight, we had to pivot rapidly to stay afloat. We transformed our in-person food tours into engaging virtual experiences. Our ability to adapt quickly to the ever-changing landscape allowed us to not only survive but thrive during very tough times.
Building Quality Experience: From the very beginning, our commitment to delivering high-quality experiences has been at the core of the company. When we first launched, we made a conscious decision to differentiate ourselves by offering seated experiences rather than the typical sidewalk tastings offered by other tour companies. This focus on quality allowed us to create intimate and immersive experiences that left a lasting impression on our guests. By prioritizing excellence in everything we do, we were able to establish ourselves as leaders in the industry and build a loyal customer base who valued the experiences we provided.
Experimental Mindset: We’ve embraced an experimental mindset, understanding that innovation often comes from taking risks and stepping outside of our comfort zones. We’ve launched numerous initiatives and experiences, not all of which have been successful. For example, our Haight-Ashbury food tour and virtual Vermouth Aperitif Hour were both experiences that ultimately didn’t resonate with our audience. However, instead of viewing these failures as setbacks, we saw them as opportunities for growth and learning. Each experiment taught us valuable lessons about our customers’ preferences and helped us refine our offerings.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Can you share a pivotal moment in your career or personal life when being authentic made a significant impact on your success or well-being?
Again, I have to go back to the pandemic. As the founder of Avital, I found myself confronted with the truly agonizing decision of having to let go of valued team members. On what would undoubtedly become the worst day of my career, I chose to confront the situation with transparency and authenticity. I gathered my team together and openly shared the grim realities we were facing, including the layoffs to ensure the company’s survival. It was a moment of vulnerability, but one that I believed was essential in fostering trust and understanding within the team.
By being candid about the challenges we were confronting and the difficult decisions I had to make as the business owner, I did my best to create an environment where everyone felt heard and supported. I encouraged open dialogue and provided as much clarity as possible.
In hindsight, that challenging moment served as a reminder of the impact of authenticity. It reaffirmed my belief in the value of openness, transparency, and genuine human connection as guiding principles in navigating business ownership, and honestly life in general.
What strategies have you found most effective in fostering an environment where employees or team members feel safe to express their true selves, including their ideas, concerns, and aspirations?
Creating a workplace culture where my team can be their authentic selves is essential to our success. One of the most powerful ways we’ve found to ensure this is with our company’s core values. We have 6 core values that we try to infuse into everything we do, with these two being crucial in creating an open culture:
Embrace Quirky: Celebrates individuality and diversity of thought. We recognize and appreciate the unique perspectives, talents, and quirks that each team member brings to the table. By fostering a culture that celebrates diversity and encourages authenticity, we create an environment where everyone feels accepted and valued for who they are.
Communicate Compassion: We prioritize empathy, kindness, and respect in all interactions, especially during challenging or sensitive conversations. By practicing compassionate communication, we create a supportive and nurturing environment where team members feel safe to express themselves authentically.
How do you navigate the challenges that come with encouraging authenticity in a diverse workplace, where different backgrounds and perspectives may sometimes lead to conflict?
I think this requires a nuanced approach that prioritizes empathy as a guiding principle. We recognize that diversity of thought is not only inevitable but invaluable. We try to create a culture where empathy is not just a buzzword but foundational in all that we do.
Based on your experience and research, can you please share “5 Ways to Create a Culture Where People Feel Safe to be Authentic?”
- Lead by Example: You’ve heard it before, authenticity starts at the top. As a leader, it’s essential to model authenticity in my own actions by sharing my personal stories, vulnerabilities, and challenges openly with my team. For example, during our daily team huddle, I make it a point to share my own experiences, wins, and struggles transparently with my team. I feel like this openness fosters trust and creates a culture where everyone feels safe to share their own experiences.
- Create Safe Space: I try to encourage open dialogue, active listening, and constructive feedback. We also have established communication channels and ensure that everyone’s voice is heard and valued. We have time set aside in one-on-one meetings for employees to share their ideas and concerns in a supportive and non-judgmental space.
- Embrace Diversity and Inclusion: We celebrate the diversity of backgrounds, experiences, and perspectives within our team by encouraging team members to share their unique perspectives and viewpoints. Again, we love to #EmbraceQuirky by celebrating the quirks that make us all unique.
- Encourage Vulnerability: We’ve created a culture where vulnerability is seen as a strength rather than a weakness. We open our daily team huddle with a 1-word emotion so we know where people are at that day — and we keep that word in mind when we communicate throughout the day.
- Provide Growth Opportunities: We’re a growing company so we’re constantly updating our org chart. I hire people with different, varied strengths that have the potential to fit in many roles. This gives my team the opportunity to change roles within the company so they can grow and develop different skills.
In your opinion, how does authenticity within an organization influence its relationship with customers, clients, or the broader community?
Most importantly, authenticity within an organization fosters emotional connection, especially in a business like Avital, where the very essence of our work revolves around strengthening connections through food and drink experiences. When we demonstrate authenticity, it creates an emotional resonance with our internal team and clients. This emotional connection goes beyond transactions; it speaks to the human experience of sharing meaningful moments and creating lasting memories together. This emotional connection not only helps with customer loyalty but also amplifies the impact of our brand, as people are drawn to organizations that evoke feelings of authenticity.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I think encouraging and empowering women to initiate food businesses through entrepreneurial skills and mentoring could spark a transformative movement. By providing women with the tools and guidance to establish their ventures, we’d not only foster economic independence but would also create ripple effects of empowerment within communities. These businesses could serve as pillars of local economies, offering unique culinary experiences while generating employment opportunities. Not to mention, it would amplify the voices of underrepresented women in the food industry. I think this movement would have the potential to uplift countless individuals, families, and communities, while fostering a culture of empowerment and inclusivity.
How can our readers further follow you online?
Yes! They can follow me personally on Instagram or LinkedIn
https://www.linkedin.com/in/avitalungar
https://www.instagram.com/avital.ungar/
And here are my business accounts:
https://www.linkedin.com/company/avitalexperiences/
https://www.instagram.com/avitalexperiences/
https://www.tiktok.com/@avitalexperiences
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
About The Interviewer: Vanessa Ogle is a mom, entrepreneur, inventor, writer, and singer/songwriter. Vanessa’s talent in building world-class leadership teams focused on diversity, a culture of service, and innovation through inclusion allowed her to be one of the most acclaimed Latina CEO’s in the last 30 years. She collaborated with the world’s leading technology and content companies such as Netflix, Amazon, HBO, and Broadcom to bring innovative solutions to travelers and hotels around the world. Vanessa is the lead inventor on 120+ U.S. Patents. Accolades include: FAST 100, Entrepreneur 360 Best Companies, Inc. 500 and then another six times on the Inc. 5000. Vanessa was personally honored with Inc. 100 Female Founder’s Award, Ernst and Young’s Entrepreneur of the Year Award, and Enterprising Women of the Year among others. Vanessa now spends her time sharing stories to inspire and give hope through articles, speaking engagements and music. In her spare time she writes and plays music in the Amazon best selling new band HigherHill, teaches surfing clinics, trains dogs, and cheers on her children.
Please connect with Vanessa here on linkedin and subscribe to her newsletter Unplugged as well as follow her on Substack, Instagram, Facebook, and X and of course on her website VanessaOgle.
Creating a Culture of Courage: Avital Ungar of Avital Food & Drink Experiences On How to Create a… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.