"Together Talks" feature #67: Switchback Foods with Founder, Ole Hovde presented by KLS

Some Background on Switchback Foods

Today's edition of "Together Talks" campaign, KLS had the opportunity to interview Ole Hovde, Founder of Switchback Foods. Switchback Foods is a company that produces veggie-dominant smoothies that are delicious, nutritious, and convenient, with eight ingredients or less and no added sugar or preservatives. Switchback Foods is creating real food products that are easy to prepare and consume, while maintaining over 98% of their natural nutrient profile. Each of our their three flavors contains 3.7-4.7 cups of veggies and fruit, and provides 4.5-6.5 grams of natural fiber, which is essential for digestion, metabolism, and immunity.

Green Smoothies That Don't Taste Like Sh!t. No, seriously.

5 Year-Old Daughter

Ole started us from the beginning which about five years ago his wife told him he needed to start eating vegetables or he would die an early death. This led to him consuming a green smoothie daily for five years. But at no point was it enjoyable for him, they were work, time consuming, and most of all didn't taste good.

He pivoted to researching green waters, but wasn't a fan of what went into them. Ole had an idea. He purchases a freeze dryer and decided he would create a smoothie in powder form on his own. And his first test subject?

His 5 year-old daughter.

From the website, Ole shares the first interaction they had as he set up his work station, "'“Daddy, why are you doing this?” It took me a second, but the words came to me: Because I want to empower people to fundamentally transform their health and nutrition while on the go. I then launched into a bit of a tirade about how many people want a quick fix but that isn’t really possible. Her eyes quickly glazed over and she responded with: “Cool. I am gonna go play now.'”

Ole believed he had a solution to multiple problems: ease, taste, availability. All in one.

March 2022 was his first freeze dried smoothie recipe. Ole shared that the product went through about 30-40 iterations, with their Jungle Mango being the original flavor. 6 months later the company had proof of concept. 4 months after that Ole and his team were all in and Switchback Foods was ready to make a statement.

Delivering under 10 seconds

Ole explained the deliverable of this product, "You can't take a smoothie with you through the airport or do you really want to spend $15 for a green smoothie? Switchback foods gives you not only the convenience, but quality, transparency, and taste." Ole explained to us. Added to either a bottle of water, shaker/mixer, or with some form of milk, you have your green smoothie in under 10 seconds. As Ole shared, "There is nothing like it on the market."

What sets them apart is the transparency, 8 ingredients or less in each flavor - and the ingredients are either vegetables or fruits. The goal for the company is the meaning behind the name as Ole elaborated, "We want to let people know that they can always switch back to food that is tried and true and proven to help our bodies. We are simplifying the process and given adults and children a quick and trustworthy healthy option that taste incredible."

in contrary Ole said most green powders are a concoction of anywhere between 30-90 ingredients! But not Switchback Foods, "Your 3 year-old can look at the ingredients and they know exactly what is in our product.", Ole told us. The taste and texture also are standout qualities of the product with Ole sharing, "I'm always amazed at how many people come back to us 2-3 weeks after using and telling us how great they feel after using Switchback Foods." The product contains a 2 year shelf life and is currently found on Amazon and their website.

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Partner with KLS

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Just go for it

Ole said that the challenges have been on the manufacturing, which includes a difficult process and the distribution side. One component has been finding ways to cut through the bullshit as he shared the company wasted time, money, and resources believing in people to stay true to their word only to underdeliver. Ole said this is one of the toughest aspects to navigate is becoming a bit more cynical and vetting thoroughly to find the right partners for Switchback Foods.

On the distribution angle, the challenge is getting consumers to choose a smoothie over a supplement. But not just to choose Switchback Foods, but understand the WHY behind it. Supplements aren't always fully absorbed by the body, whereas the smoothie is while containing 3.7-4.7 cups of fruits and vegetables, and keeping you filled up.

We asked Ole to take us through the transition from his stable career to becoming an entrepreneur, "The moment I walked out (let go early), my wife said 'Good, focus on Switchback now". My Dad is the CFO of Switchback Foods and told me, 'You should've quit two months ago to jump in.' Knowing I had the support of my family was so crucial. Walking away from a stable income was tough, but it forced us to change our lifestyle, but for the good. I was out of the rat race and instead focusing on things that mattered.", Ole explained.

Chasing a mission

Switchback Foods less than six months in grades their curve as 100% good, 50% great. Ole confirmed that there are minor things that can always be improved on or adapted. One component is packaging in which he shared, "We are constantly working through design and little hiccups to get the product just right. This includes getting our retail packaging ready. once we have it all set, it will get us to the next level."

Switchback Foods and Ole are on a determined to call bullshit on supplements and big food brands. They have arrived and are ready to challenge the status quo. On a mission with their transparency to provide a brand new product to consumers who want to better their health and their lives.

Ole said the goals for the coming years include the following:

2023 - 500-700 transactions for month of December

2024 - Climb to 1500-2000 transactions by end of the year

He told us that he is in this for the long haul, he has no intention to exit because the mission is aligned to his goals of helping others. Providing a fundamental change for consumers with Switchback Foods is an opportunity and challenge that excites Ole. Providing new and better options for consumers and societies is the impact Switchback Foods is trying to create. And most important, Ole gets to create for his family, with his family, because of his family.

Living the dream

We asked Ole his favorite aspect of working at his company and he painted a picture for us, "I get to see my family. A couple days ago my wife called and said she was taking the kids (6, 4, 1) to lunch, if I wanted anything. They brought lunch to our office and the five of us sat on the ground and just enjoyed each other's company." He explained how incredible that flexibility is and that there are no boundaries set. He claims the opportunity in front of him and the company are limitless.

Ole credits his confidence and believe in his support system around him, his family. When he considered throwing the towel in or a struggling experience he thinks back to how excited his kids are. He shared with us, everywhere they go his 4 year-old will share with anyone who will listen, "This is Switchback Foods, my Daddy made this." The company is doing this for people who want to genuinely live a better life and Ole explained, "my kids are so proud, I can't think of anyone whose kids are so proud. I'm beyond lucky!"

Building something so unique for such genuine reasons is what is driving Ole to bring Switchback Foods to the forefront of consumer' reach. He believes that he and the company can have a lot of fun building products that enhance the lives of individuals trying to live healthier lives.

We asked Ole for his piece of advice to wrap up our conversation and he left us with two points. First, "The journey of entrepreneurship isn't that scary in reality. It can be intimidating, but believe in yourself and your mission. Also there is such a vast support system for fellow entrepreneurs. One thing that is so important is to reach out and tell someone how great they are doing or how proud of them you are. Those little amounts of validation are huge and can swing someone's day in a positive favor." Ole shared. His second piece of advice on simplicity, "I joke with people I've never enjoyed being so poor in my life. I'm not poor, but living so simple. I don't care what people think of me, because I'm on a mission with Switchback Foods. Believe in yourself, go after what you believe in, and have fun."

Interested in being featured with "Together Talks"?

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Contact us as we would love to learn your story and share it amongst our audience.

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In Closing

KLS wants to thank Switchback Foods and Founder, Ole Hovde for today's "Together Talks" feature. Follow along for the Switchback Food journey with their social handles below!

LinkedIn / Facebook / Instagram / Twitter / YouTube / Ole's LinkedIn