Growing a Business From the Ground up With David Greenfeld, Co-Founder and CEO of Dream Pops

From Persona To Personal

David Greenfeld is the Co-founder and CEO of Dream Pops, a plant-based, dairy-free, superfood popsicle in flavors like vanilla matcha, mango rosemary, and chocolate with lion's mane mushrooms. As an investment banker prone to late-night ice cream binges, David noticed a lack of ice cream options in the vegan section at the grocery store. As a believer in all things plant-based, he co-founded Dream Pops in 2016, and it’s now in over 7,000 stores, including Whole Foods, Bristol Farms, Fairway Market, and D'agostino. In 2020, Dream Pops was honored in the food and drink section of the Forbes 30 Under 30 list of rising stars.

What you’ll learn in this episode:

Building a brand from the ground up is no easy task. How do you manage product creation, manufacturing, distribution, sales and marketing, and grow your company all at the same time?

Few people appreciate the challenges that accompany creating a brand like David Greenfeld. With a passion for plant-based products and a gap in the frozen treats selection in grocery stores, David saw an opportunity. Starting in his basement, he created a unique frozen vegan ice cream. With almost four years of blood, sweat, and tears, he grew his company and was able to outsource the manufacturing and distribution side of the business and concentrate on sales and marketing. His sales methodology balances D2C, wholesale, and retail strategies. To increase sales, his company Dream Pops uses an organic omnichannel marketing approach, focusing its attention on creating connections on social media channels. It’s not a one size fits all approach. Each digital platform they use — LinkedIn, TikTok, Instagram, Pinterest, YouTube — requires unique content that connects and targets the appropriate audience demographic they want to reach.

On this episode of From Persona to Personal, Roger Hurni sits down with David Greenfeld, Co-founder and CEO of Dream Pops, for an in-depth discussion about the establishment and growth of his 100% plant-based ice cream and frozen treats company. David talks about what inspired the company idea, how he managed to get his products into grocery stores, the finer points of his social media strategy, and the innovations on the horizon.