An Interview With Martita Mestey
Quality Ingredients: Mitra9’s commitment to sourcing high-quality kava and kratom extracts is central to its brand identity. By prioritizing ethically and sustainably sourced ingredients that meet rigorous quality standards, Mitra9 ensures the purity and authenticity of its products. Through transparent labeling and information about the sourcing process, Mitra9 establishes trust with consumers who value natural and responsibly sourced ingredients. This emphasis on quality not only enhances the overall product experience but also aligns with the growing consumer demand for transparency and authenticity in food and beverage products.
As a part of our series called “5 Things You Need To Create a Successful Food or Beverage Brand”, I had the pleasure of interviewing Dallas Vasquez.
Dallas Vasquez is the CEO of Mitra-9, a leading company in the nootropics beverage industry, specializing in kava and kratom seltzers and shots. With a passion for natural mental wellness, Dallas has driven Mitra-9’s exponential growth and market recognition. Under his leadership, the company has expanded its reach, gaining traction with distributors and retail stores nationwide. Known for his strategic vision and industry insights, Dallas has positioned Mitra-9 as a trailblazer in the on-trade sector, promoting the benefits of kava and kratom while fostering innovation and excellence in the nootropics category.
Thank you so much for doing this with us! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your “childhood backstory”?
Thank you so much for having me! I grew up with a strong curiosity and entrepreneurial spirit from a young age. I was always fascinated by how things worked and enjoyed finding creative solutions to problems. This innate curiosity and drive led me to explore various ventures and eventually dive into the world of business.
Can you share with us the story of the “ah ha” moment that led to the creation of the food or beverage brand you are leading?
The “ah ha” moment for Mitra9 came when I visited a kava bar in Florida. I noticed that many people struggled with the bitter and earthy taste of kava beverages. I realized there was an opportunity to create a beverage that was not only beneficial but also palatable and enjoyable, much like the premium beverages you find in grocery stores. This led to the idea of crafting a line of kava and kratom-based drinks that could fill the non-alcoholic seltzer void with flavors people would love.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I am not sure how funny this story is but it certainly taught us all a lesson. Many people do not know that Mitra9 started out producing tea. We quickly learned that the product was not shelf stable, must be refrigerated at all times and not ready for the market. We learned this by our cans blowing up on shelves, inside cars and making a mess of every shelf it was put on. As awful as this was at the time, this mistake was the reason we went back to the drawing board and ultimately pivoted our attention to create a lightly carbonated seltzer style beverage.
What are the most common mistakes you have seen people make when they start a food or beverage line? What can be done to avoid those errors?
A common mistake is underestimating the importance of market research. Many entrepreneurs fall in love with their idea without truly understanding their target market. To avoid this, thorough research is essential. Understand your audience, their preferences, and the competitive landscape. Another mistake is neglecting the operational aspects such as logistics and supply chain management. It’s crucial to plan every step meticulously to ensure smooth production and distribution.
Let’s imagine that someone reading this interview has an idea for a product that they would like to produce. What are the first few steps that you would recommend that they take?
You think your product is amazing and genius of course. You are not reinventing the wheel. Do market research about similar products that may be direct or indirect competition. Validate your idea with potential customers. Get feedback and refine your concept from anyone who will listen. Make sure you understand how to produce a product. Understand what are all the requirements from a practical, regulatory and strategic point of view. Next, develop a detailed business plan that includes market analysis, financial projections, and a marketing strategy. Focus on creating a minimum viable product (MVP) that you can test in the market, gather feedback, and improve upon before a full-scale launch. Secure funding, whether through personal savings, loans, or investors.
Many people have good ideas all the time. But some people seem to struggle in taking a good idea and translating it into an actual business. How would you encourage someone to overcome this hurdle?
The key is to start small and stay persistent. Break down your big idea into smaller, manageable tasks and tackle them one at a time. Surround yourself with a supportive network of mentors and peers who can provide guidance and encouragement. Don’t be afraid to fail and learn from your mistakes. The journey from idea to business is a marathon, not a sprint, and persistence is crucial. Also do it! At some level even if it seems insignificant turn your idea or a portion of it into something tangible or material.
There are many invention development consultants. Would you recommend that a person with a new idea hire such a consultant, or should they try to strike out on their own?
Hiring a consultant can be beneficial, especially if you lack experience in certain areas such as product development or marketing. Consultants can provide valuable insights and save you time and money in the long run. However, it’s also important to learn and understand the process yourself. If resources allow, a combination of self-education and professional consultation might be the best approach. Many experienced successful entrepreneurs are willing to advise.
What are your thoughts about bootstrapping vs looking for venture capital? What is the best way to decide if you should do either one?
Bootstrapping allows you to maintain full control over your business and make decisions independently, but it can be financially limiting. Venture capital provides the necessary funds for rapid growth but often comes with the loss of some control and equity. The decision depends on your business goals, the speed at which you want to scale, and your comfort level with sharing control. Carefully weigh the pros and cons and consider your long-term vision for the company.
Can you share thoughts from your experience about how to file a patent, how to source good raw ingredients, how to source a good manufacturer, and how to find a retailer or distributor?
Sourcing good raw ingredients involves building relationships with reputable suppliers, visiting their facilities, and ensuring they meet your quality standards. When sourcing a manufacturer, look for partners with experience in your product category, check their compliance certifications, and tour their production facilities. To find retailers or distributors, attend industry trade shows, network with industry professionals, and consider partnering with a distributor who has established relationships in your market.
What are your “5 Things You Need To Create a Successful Food or Beverage Brand” and why?
- Quality Ingredients: Mitra9’s commitment to sourcing high-quality kava and kratom extracts is central to its brand identity. By prioritizing ethically and sustainably sourced ingredients that meet rigorous quality standards, Mitra9 ensures the purity and authenticity of its products. Through transparent labeling and information about the sourcing process, Mitra9 establishes trust with consumers who value natural and responsibly sourced ingredients. This emphasis on quality not only enhances the overall product experience but also aligns with the growing consumer demand for transparency and authenticity in food and beverage products.
- Unique Formulation and Innovation: Mitra9 continuously explores innovative flavor combinations and formulations to set itself apart in the market. By harnessing the calming and relaxation properties of kava and kratom, Mitra9 crafts beverages that offer a distinct sensory experience. Through meticulous experimentation with botanical blends and flavor profiles, Mitra9 creates beverages that resonate with consumers seeking functional yet indulgent alternatives to traditional beverages. This commitment to innovation not only drives consumer interest but also positions Mitra9 as a pioneer in the evolving landscape of non-alcoholic beverages.
- Strategic Branding and Marketing: Mitra9’s brand narrative revolves around the themes of wellness, relaxation, and natural ingredients. Through compelling storytelling and visually appealing branding, Mitra9 communicates its mission to enhance consumers’ well-being through thoughtfully crafted beverages. By leveraging social media platforms and engaging with consumers in meaningful ways, Mitra9 builds a community around its brand, fostering loyalty and advocacy among its customer base. Collaborations with wellness influencers and participation in health-focused events further amplify Mitra9’s brand message, reinforcing its position as a trusted ally in consumers’ pursuit of balance and vitality.
- Distribution and Accessibility: Mitra9 strategically partners with distributors who recognize the potential of non-alcoholic beverages to diversify their product offerings. By positioning its kava/kratom seltzers as innovative alcohol-free alternatives, Mitra9 appeals to distributors seeking unique products to cater to changing consumer preferences. Through collaborations with distributors specializing in health and wellness products or with extensive reach in the beverage industry, Mitra9 expands its distribution network, ensuring broad accessibility to its products. This strategic approach not only increases market penetration but also strengthens Mitra9’s competitive advantage in the rapidly evolving beverage market.
- Customer Engagement and Feedback: Mitra9 prioritizes active engagement with consumers to build lasting relationships and drive brand loyalty. Through social media channels, consumer forums, and interactive events, Mitra9 creates opportunities for consumers to connect with the brand and share their experiences. By soliciting feedback and incorporating consumer insights into product development, Mitra9 demonstrates its commitment to meeting the evolving needs and preferences of its customer base. This customer-centric approach not only fosters trust and loyalty but also empowers consumers to shape the future direction of Mitra9’s product offerings, ensuring continued relevance and resonance in the marketplace.
Can you share your ideas about how to create a product that people really love and are ‘crazy about’?
Focus on solving a real problem or fulfilling a need. Engage with your customers from the beginning, listen to their feedback, and iterate based on their input. Quality and consistency are key. Create an exceptional product experience that people will want to share with others. Building a community around your brand can also foster loyalty and passion.
Ok. We are nearly done. Here are our final questions. How have you used your success to make the world a better place?
At Mitra9, we’ve used our success to promote mental well-being and offer healthier lifestyle alternatives. Our kava-based drinks provide a natural way for people to relax and relieve stress, supporting mental health. We prioritize transparency, working closely with regulatory professionals and ensuring our product labels are clear and informative, helping consumers make informed choices.
Additionally, we focus on educating the public about kava, dispelling misconceptions, and promoting responsible consumption. By providing a nonalcoholic seltzer alternative, we offer a unique option for those seeking better-for-you beverages, ultimately contributing to a healthier and more mindful lifestyle for our customers.
You are an inspiration to a great many people. If you could inspire 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.
If I could inspire a movement to bring the most good to the most people, it would be a global initiative focused on empathy and understanding. By promoting empathy, we could break down barriers, reduce conflicts, and create a more compassionate world. This movement would emphasize the importance of listening to others, understanding different perspectives, and acting with kindness and respect. Listening to people to understand is important. Most people are listening so they can reply. Taking some time to truly understand leads to a better place.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Dallas Vasquez Of Mitra9 On 5 Things You Need To Create a Successful Food or Beverage Brand was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.