Spring of 2022.  Juan Giraldo co-founder of Waku, a prebiotic tea company, spots an announcement on LinkedIn that Naturally New York is offering early-stage brands the opportunity to enter  A Fancy New York Pitch Slam competition following the Summer Fancy Food Show for the chance to win a prize package valued over $75,000! Selected finalists were assigned  mentors to guide them through the exciting and nerve-wracking process of honing their pitch.  Juan and his co-founder, Nico Estrella, apply immediately, are accepted and NNY pairs the team with John Lawson,  Senior Local Forager Northeast Region at Whole Foods and Anouck Gotlib, CEO of Belgian Boys.  This is the beginning of a victory run.

Juan distinctly remembers Anouck announcing “We’re here to win!” in their first meeting.   Her enthusiasm and competitive determination were irresistible.  Anouck had just completed her own successful fundraising campaign and, according to Juan, “shared everything she’d learned.”  John and Anouck quickly realized that Juan and Nico had a moving story to tell, but they were pitching as if to Shark Tank rather than to an audience.  John remembers telling them: “Don’t do the dollars and revenue pitch for this crowd.  Instead, pull at the heart strings – that was my shameless approach.”   Juan is a little more forgiving.  He credits John and Anouck with teasing out the narrative behind the brand.  

Friends since middle school, Juan and Nico started Waku with a mission to make a difference in Ecuador, particularly for the country’s indigenous farmers, nearly half of whom live under the poverty line.  They built the brand to have a positive impact both on their home country and on consumer health.  CPG success doesn’t come easily.  Young entrepreneurs need to hit the ground running.  In this case, Juan and Nico hit the slopes, embarking on a quest through the Andes Mountains to find the original “Horchata Lojana” tea recipe, legendary for its health properties. Waku, following in the footsteps of Horchata Lojana, incorporates chicory root, an excellent source of fiber, fiber being essential to maintaining a good gut microbiome, and Red Root Amaranth, known for its anti-inflammatory properties. Next for Juan and Nico was mapping an ethical supply chain.  Listening to this adventure, John realized the narrative was as good as the product.  In a moment of passionate support, he vowed to help the brand get into Whole Foods if they won the competition.  

And won it, they did!  The audience and judges responded emotionally to Juan and Nico’s love of Ecuador, desire to better the world, and create a drink that was true to its probiotic claim.  John made good on his promise, but credits Nico with winning over shoppers and store order writers.  “Without the hustle, no brand can survive in our stores,” he explains.  “You need to build relationships and win the hearts of the people who stock our shelves.  Nico really worked that.”  (Word to the wise:  heartstrings would seem to be the theme, here.)  Waku is now in 46 branches of Whole Foods.   But the mentorship didn’t end after the pitch slam.  “John isn’t the type who says good luck and goodbye” Juan told me.  He and Nico continue to turn to him with questions.  Their success?  In John’s words: “It’s a beautiful story.” John is one of the judges in the 2023 Pitch Slam.