Peter McGuinness, Chobani: Never Market the Middle
More than a decade ago, Hamdi Ulukaya, Chobani\u2019s founder and CEO, took out a loan to buy an old food factory. At the time, nobody predicted that he was about to start a Greek yogurt revolution. But he did. Greek yogurt today accounts for more than 50% of all yogurt sold in the U.S. Chobani remains one of the most successful CPG companies in the grocery aisle. It\u2019s privately owned and growing at an unprecedented pace. Peter McGuinness, Chief Demand Officer at Chobani, explains the brand\u2019s success and why it\u2019s not just about yogurt, but about the purpose and authenticity.\n \nListen to this podcast to learn:\n\u2022 The origin story of the Chobani brand\n\u2022 Why taking a stand on social issues is an advantage that outweighs the risk of alienating some\n\u2022 Ways his team understands the real world of customers\n\u2022 How Chobani\u2019s not-for-profit incubator helps startups and food tech make natural food more accessible for more people