SupplySide West Podcast 27: Elements of a Successful Product Launch

For a new product launch to be successful, a brand must plan the time to fail, according to Joe Farinella, vice president of research and development, Imbibe, who has 17 years of experience developing new food and beverage products. In this podcast Farinella explains that the best product launch plans include extra time for product trials and a review of potential risks, and the time to address those issues if the risks become reality.

Sandy Almendarez, VP of Content

July 19, 2017

For a new product launch to be successful, a brand must plan the time to fail, according to Joe Farinella, vice president of research and development, Imbibe, who has 17 years’ experience developing new food and beverage products. In this podcast Farinella explains that the best product launch plans include extra time for product trials and a review of potential risks, and the time to address those issues if the risks become reality.

With Sandy Almendarez, editor in chief of INSIDER, Farinella talks product launch how to’s, including:

  • Common pitfalls brands encounter when they are attempting to launch new products

  • The benefits and risks of working with co-packers and ingredient suppliers to help with product launches

  • A reasonable time line for launching a new product

Farinella will be speaking on the SupplySide West Panel Discussion, “Navigating the Business of the Nutraceutical Industry” on Thursday, September 28 at 9-11 a.m., in Las Vegas.

About the Author

Sandy Almendarez

VP of Content, Informa

Summary

• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands SupplySide Supplement Journal and SupplySide Food & Beverage Journal, the education programming for the health and nutrition trade shows SupplySide Connect New Jersey and SupplySide West, the education program SupplySide Fresh for industry newcomers and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!

Awards:

Speaker credentials

Resides in

  • Phoenix, AZ

Education

  • Arizona State University

Contact:

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