If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask the founder and president of a retail food line how they grew their business.
In this edition of “Ask the Board,” we feature Butcher's Bone Broth Founder Chef Thomas Odermatt and President Gregory Lok. The duo successfully scaled their food truck brand into a retail line. Here are their tips on how they did it and how you can do the same.
Remember, less is more
When we launched our food trucks 23 years ago, we intentionally filled our menu with only three items (rotisserie chicken, potatoes, and porchetta sandwiches), because we wanted to be the very best at them. When we entered retail with our first consumer packaged goods (CPG) product (Butcher’s Bone Broth), we stayed true to our “less is more” philosophy by offering only two fresh broths (chicken and beef).
Too often, new business owners are overeager to take on every order in fear of losing a customer. They enter into a rat race for more revenue at the expense of an expanding portfolio of products that erodes margins, focus, and efficiency. There will come a time when your success will mean cutting down on your SKUs, customers, and programs so that you can focus on what makes you great. Less is more. It’s all about focus. Make more of your decisions count!
Start with product-market fit
Oftentimes, startups want to scale as fast as possible and in turn lose sight of what it means to be successful. When we started our Butcher’s Bone Broth retail line, developing a quality broth product was our primary focus, even though it took longer and cost more. The end result? Our customers love our product. Focus on delivering the best quality experience, then figure out how to scale, not the other way around!
Don’t underestimate the power of integrity
During our early days in CPG, we faced a decision: cut costs by switching to a cheaper ingredient or stay true to the product we believed in. On paper, the cheaper route made sense. In the end, however, we decided to stick to integrity. Integrity isn’t just about the food — it’s about how we treat our people, our partners, and ourselves. Our decisions today should be ones we’ll be proud of decades from now. That’s why we wholeheartedly believe integrity matters.
Oftentimes, startups want to scale as fast as possible and in turn lose sight of what it means to be successful.Thomas Odermatt, Founder, and Gregory Lok, President, Butcher's Broth
Sketch a business canvas
Running a food truck operation is completely different from a CPG retail brand. One is local and the other is national. If you’re an entrepreneur looking to enter an adjacent space, have you considered how different your business model would look? To do so, create a business canvas that outlines the new business versus the old one. This exercise will bring clarity to what you can and cannot apply from your current business to your new venture.
Grab the bull by the horns
When one of our largest accounts suddenly pulled out, the easy thing would’ve been to sulk and panic. Instead, we rallied the team, brainstormed new leads, and turned the setback into a springboard. Within weeks, we signed two new accounts that actually fit our brand better.
The lesson? Challenges are inevitable, but running toward them instead of away from them creates growth. We don’t react, we act. Together, we “grab the bull by the horns.”
Live your vision, mission, and values
We are in our 23rd year of operations as a company, and while we’ve created a set of vision, mission, and values in the past — we haven’t truly lived up to them until this year. What made the difference?
We became intentional about creating a workplace culture focused on our people. We realized that in order to scale a small business, the owner must reinforce the vision, mission, and values throughout the organization.
We are at a stage where we employ over 120 staff and are constantly growing. We need to think big and execute with the hand brake down. Our vision, mission, and values bring us organizational clarity on how we accomplish our goals with speed and passion. It unites us, helps us attract talent, and guides us in our future.
Practice humble confidence
We remember standing in front of a buyer from a major retailer. They asked, “Why should we trust your broth over the big national brands?” We didn’t brag. We simply explained how we make it, why quality comes first, and let them taste it.
The flavor spoke louder than any sales pitch. They signed us that day. True confidence doesn’t shout. It’s steady, grounded, and humble. We trust the process, trust the product, and let results speak for themselves. That’s why we live with humble confidence.
Ride the wave
The entrepreneurial spirit is infectious —you’re likely always dreaming and always spotting new opportunities. But here’s the truth: Not every wave is worth chasing, and forcing one almost never works. We don’t start with dollars in mind. Instead, we start with purpose.
We aren’t the first to launch a new CPG product, but when we build, we build with intention — always with our customer at the center. The wave doesn’t have to be the first one. Sometimes, it’s the third. What matters is that when it comes, we’re ready to ride it with focus, intention, and care for others.
Success comes from recognizing the right moment and embracing it fully. When the wave arrives, don’t hesitate — build your “ride the wave” moment, wrap your arms around it, and hold on tight.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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