#20: GoodPop’s Daniel Goetz on Building GoodPop

Speaking of the sort of middle of the supply chain, we're recording this towards the end of June, and right now there is a fire raging in a cold storage facility out in California.

By the time this episode airs, the fire will have long since been put out.

But I'm not sure folks really understand that part of the supply chain, too.

Lineage, logistics, AmeriCold, all that stuff.

Can you explain the importance of You know, as a, as a frozen desserts vendor of cold storage facilities and cold chains and, you know, all this logistics that has to happen behind the scenes.

Once a product is actually manufactured at this co-packer and has to go to a retailer, like there's this all this whole other middle of the supply chain as well.

Yeah, it's kind of, I mean, it's a great question, Errol, because these are like the unsexy parts of the business that a lot of founders just want to skip over.

This is where your business goes from being profitable to unprofitable is like making sure that these unsexy things are really efficient.

And the best way to do that is the same process that I laid out for co-packers is like, these are your partners and you need to understand everything.

what's efficient for them what's a win-win for them so like you need to understand like if you're so for example 12 no 14 years ago was the first time I started working with lineage logistics it was progressive it was a preferred freezer.

And you go to the, you go there and you see how their process works and you see the extra steps that are more complicated for them that those costs end up getting passed on to you.

And the idea is to always find the most efficient path, whether it's like with your growers, you know, giving them a forecast so they know exactly how much fruit they need to grow for you.

Um, and that's, that's efficient.

That way you're not buying, um, you know, you're not buying ad hoc.

Same thing with your co-packers being super efficient with them.

Um, and, and your cold storage folks, like if every order is case picked, um, There goes your profitability.

Your costing will come down if you understand all their pain points.

And so lineage, there's been a lot of consolidation, meaning lineage has bought up a lot of these cold storage facilities.

A lot less independent.

And so for me, it's like when that started happening, when our independent cold storage locations became corporate owned, like by a real estate trust, I wanted to know the owner of the real estate trust, introduce myself.

And continue to know the folks who are case picking at the warehouses that we're at and everywhere in between.

Because that's the only way to really understand end-to-end what you're doing as a business.

Speaking of the sort of middle of the supply chain, we're recording this towards the end of June, and right now there is a fire raging in a cold storage facility out in California.

By the time this episode airs, the fire will have long since been put out.

But I'm not sure folks really understand that part of the supply chain, too.

Lineage, logistics, AmeriCold, all that stuff.

Can you explain the importance of You know, as a, as a frozen desserts vendor of cold storage facilities and cold chains and, you know, all this logistics that has to happen behind the scenes.

Once a product is actually manufactured at this co-packer and has to go to a retailer, like there's this all this whole other middle of the supply chain as well.

Yeah, it's kind of, I mean, it's a great question, Errol, because these are like the unsexy parts of the business that a lot of founders just want to skip over.

This is where your business goes from being profitable to unprofitable is like making sure that these unsexy things are really efficient.

And the best way to do that is the same process that I laid out for co-packers is like, these are your partners and you need to understand everything.

what's efficient for them what's a win-win for them so like you need to understand like if you're so for example 12 no 14 years ago was the first time I started working with lineage logistics it was progressive it was a preferred freezer.

And you go to the, you go there and you see how their process works and you see the extra steps that are more complicated for them that those costs end up getting passed on to you.

And the idea is to always find the most efficient path, whether it's like with your growers, you know, giving them a forecast so they know exactly how much fruit they need to grow for you.

Um, and that's, that's efficient.

That way you're not buying, um, you know, you're not buying ad hoc.

Same thing with your co-packers being super efficient with them.

Um, and, and your cold storage folks, like if every order is case picked, um, There goes your profitability.

Your costing will come down if you understand all their pain points.

And so lineage, there's been a lot of consolidation, meaning lineage has bought up a lot of these cold storage facilities.

A lot less independent.

And so for me, it's like when that started happening, when our independent cold storage locations became corporate owned, like by a real estate trust, I wanted to know the owner of the real estate trust, introduce myself.

And continue to know the folks who are case picking at the warehouses that we're at and everywhere in between.

Because that's the only way to really understand end-to-end what you're doing as a business.