Joey Bergstein, CEO of Sabra, is on a mission statement to delight the world with positive, healthy, plant-based food. 

With 10 years at Seventh Generation behind him, Joey draws from his experience articulating a strong purpose for their respective businesses. 

If you’re a hummus lover, you might be surprised to hear that statistically speaking, consumers only purchase a tub two and a half times per year. On my podcast, The Irresistible Factor, Joey talks about the challenge of bringing the product to the front of the consumer’s mind: “The biggest opportunity,” he says, “is to make hummus a permanent resident in people’s fridge, to get people to really understand how wonderful it is as a healthy snack in the afternoon or the early evenings, or to include it as a meal.”

Together, we also discuss what Joey has learned from the company’s co-founders, and his dream for the brand to make a positive impact on the world through mission, chaos and grit. 

Listen to The Irresistible Factor’s Interview with Sabra CEO, Joey Bergstein.

Here’s what you won’t want to miss from our conversation: 

  • Why hummus is considered to be the original plant-based food
  • Challenges Sabra faced with making hummus accessible
  • How a purpose statement behaves similarly to a title to a movie
  • How to learn from and be inspired by competitors

 

Links mentioned in this episode: 

Joey Bergstein on LinkedIn

Joey Bergstein on Twitter

Sabra