Chinese native Lin Jiang is the Founder and CEO of Yishi Foods, an Asian-inspired breakfast food company based in Chicago. After moving to the United States, Lin began craving the porridge her mother used to prepare for her as a child. Wanting to bring flavors to the US she grew up loving, Lin set out to create a nutritious and functional breakfast option, making the morning ritual more enjoyable.
Aside from being a full-time entrepreneur, Lin is completing her MBA from the University of Chicago Booth School of Business. She is the recipient of Chicago Booth’s C200 Women in Business Award.
Here’s a glimpse of what you’ll learn:
- What inspired Lin Jiang to create Yishi Foods?
- Lin discusses transitioning from a Whole Foods local brand to creating her own
- How Lin is making oatmeal innovative
- Why Yishi Foods’ oatmeal flavors resonate with customers
- Lin explains how her business school background helped her with the capital raise process
- The importance of a peer-to-peer network
- Why Lin chose to market her brand via retail stores
- Strategies for expanding into conventional stores
In this episode…
Breakfast is the most important meal of the day, yet people skip eating a balanced and nutritious breakfast. The most conventional options are not the healthiest and contain exorbitant amounts of sugar.
This is what business leader Lin Jiang realized after relocating to Chicago from China. While attending college, she adopted poor eating habits. After indulging in American cuisine, she desired meals with less sugar and healthier ingredients. Remembering how much she loved porridge as a child, she shopped for American oatmeal growing frustrated with the few sugary flavors brands offered. Inspired by her Asian heritage, she created her brand focusing on diverse flavors and essential nutrients.
Learn more in this episode of the CPG Troublemakers as host Steve Gaither chats with the Founder and CEO of Yishi Foods, Lin Jiang. Lin discusses what inspired her to create Yishi Foods, how her brand makes oatmeal innovative, why peer-to-peer networking is imperative, and her strategy for expanding Yishi Foods.
Resources Mentioned in this episode
Sponsor for this episode…
This episode is brought to you by 1o8 Agency. At 1o8 Agency, we are a holistic digital marketing agency that cultivates brand growth through creativity and innovation. We jump right in to create solutions with measurable marketing intelligence.
The result? Our clients see increased engagement and increased e-commerce traffic, which equals more sales and profitability for our clients.
