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TRANSCRIPTION WITH SPEAKERS
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[00:00] SPEAKER_01: Welcome to Canada's Podcast.
[00:06] SPEAKER_01: Hello, I'm Mario Toneguzi, managing editor of Canada's Podcast.
[00:10] SPEAKER_01: My guest today on Calgary's Podcast is Mitch Jacobsen, who is CEO of Rebita.
[00:17] SPEAKER_01: Who is a company in Calgary and Mitch will tell us all about it.
[00:23] SPEAKER_01: Interesting story here. Thanks for joining us today, Mitch.
[00:27] SPEAKER_02: Thank you, Mario. It's an honor to be here. I really appreciate you having me.
[00:31] SPEAKER_01: So tell us a little bit about the company and what it does.
[00:38] SPEAKER_02: Yeah, absolutely. So Rebita is a healthy energy drink in this school pouch.
[00:42] SPEAKER_02: You could think Capri's son for adults. We've been around for about five years.
[00:47] SPEAKER_02: And the origin of the company is when I was in my early 20s.
[00:51] SPEAKER_02: My best friend at the time, he ended up having a heart attack that was attributed to energy drinks.
[00:56] SPEAKER_02: It's a happy ending in the story. He made a full recovery.
[00:59] SPEAKER_02: But that was a light bulb moment for me. One in the world is in these energy drinks.
[01:02] SPEAKER_02: Wanted to create a healthy alternative and the rest is history.
[01:06] SPEAKER_01: So tell me just a little bit about, you know, how you started.
[01:12] SPEAKER_01: Like, you know, it's great to have an idea.
[01:16] SPEAKER_01: But and everybody's got ideas. But like what were the nuts and bolts and actually launching this?
[01:23] SPEAKER_02: Yeah, for sure. The idea is definitely the easy part.
[01:26] SPEAKER_02: So it's the easiest part of it all.
[01:29] SPEAKER_02: So like a lot of aspiring entrepreneurs, I tried a bunch of different businesses and kind of messed around,
[01:34] SPEAKER_02: but never really executed on an idea.
[01:36] SPEAKER_02: But this one was just one that was near and dear to my heart.
[01:39] SPEAKER_02: So the first step for me was literally googling, how do you start a beverage company from there?
[01:44] SPEAKER_02: I started messing around in my kitchen.
[01:47] SPEAKER_02: I don't have a beverage background. I'm a petroleum engineer by trade.
[01:50] SPEAKER_02: I was working in oil and gas at the time.
[01:52] SPEAKER_02: So I started messing around with ingredients in my kitchen, figured out pretty quickly.
[01:56] SPEAKER_02: I had no idea what I was doing.
[01:58] SPEAKER_02: So just kept doing research and I ended up stumbling across a profession called food scientists.
[02:05] SPEAKER_02: I didn't know this was a thing.
[02:06] SPEAKER_02: I didn't know there was people that were out there that helped beverage or food and beverage entrepreneurs like myself formulate and develop a commercial recipe for a product.
[02:16] SPEAKER_02: But I called call the bunch of these food scientists. I eventually found one that thought I wasn't too crazy to work with.
[02:23] SPEAKER_02: And over the course of about two years, we went through an R&D process of going back and forth on a formula and came up with what we have today.
[02:34] SPEAKER_01: So the initial drinks were they concocted out of your kitchen area?
[02:42] SPEAKER_02: Yeah, pretty much.
[02:43] SPEAKER_02: Yeah, I started messing around like you know, smashing caffeine pills up and put them into different types of solutions and tried coffee and tea.
[02:52] SPEAKER_02: Because I'm not a chef or a beverage person, I just figured out really fast.
[02:58] SPEAKER_02: I was going to need a professional to help me.
[03:01] SPEAKER_02: But one thing that was always really important to me was I wanted to use natural ingredients.
[03:05] SPEAKER_02: I didn't want to use a bunch of artificial sweeteners.
[03:08] SPEAKER_02: It was important to my own personal health journey, but also my customers that I was eventually going to serve that we used the cleanest ingredients possible.
[03:16] SPEAKER_02: So that was sort of the guidelines that I gave the food scientist.
[03:20] SPEAKER_02: And then we experimented with all sorts of different ingredients.
[03:23] SPEAKER_02: And it took two years and probably a hundred iterations before we got to what we have today.
[03:30] SPEAKER_01: Okay, let's, okay, we fast forward from the beginning to today.
[03:35] SPEAKER_01: So how many different flavors do you have?
[03:38] SPEAKER_02: Now we have seven flavors now.
[03:40] SPEAKER_02: Our newest is apple, pear, green tea that we just launched this year.
[03:44] SPEAKER_02: So we started with just one flavor, telnet out of my garage.
[03:48] SPEAKER_02: A few five years later, we've expanded the line to seven different skews.
[03:52] SPEAKER_02: We're carried in about 1200 stores across Canada, including our Costco's and Calgary, which would be our newest addition.
[03:59] SPEAKER_01: Right. And are you surprised at the growth of this?
[04:04] SPEAKER_02: Yes, yeah, I think, you know, when I first wrote the business plan, my initial projections were very unrealistic.
[04:12] SPEAKER_02: So there's also a part of, you know, we didn't grow maybe as fast as I initially thought we were going to grow.
[04:18] SPEAKER_02: But I think every new and experienced entrepreneur kind of does that hockey stick growth curve.
[04:24] SPEAKER_02: Whereas our growth, you know, takes time to get established.
[04:27] SPEAKER_02: It takes time to develop the product.
[04:29] SPEAKER_02: But now we're starting to grow very quickly and sustainably and just really grateful for all the amazing people that have supported us.
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[04:46] SPEAKER_01: So when you're looking forward, you know, in terms of growth for the company, what are your thoughts and what are your ideas and strategy hitting forward?
[04:58] SPEAKER_02: Yeah, absolutely. We have, we built our own manufacturing line here in Calgary, which is great.
[05:05] SPEAKER_02: But the flip side of that is very high overhead.
[05:09] SPEAKER_02: And so we're at a position of our company hour now where we really need to grow.
[05:12] SPEAKER_02: It's a volume game. We need to grow to a side where we can cover our overhead and still make a profit.
[05:18] SPEAKER_02: So the plans for the next five years is to grow 100% year over year.
[05:24] SPEAKER_02: We feel like that's a very aggressive growth, but sustainable.
[05:28] SPEAKER_02: And we're just doing that one retailer at a time, one customer at a time.
[05:31] SPEAKER_02: So this year we're really focusing on our business and Costco.
[05:35] SPEAKER_02: So these law laws, the big retailers in Canada expanding our business with them supporting the individual stores.
[05:41] SPEAKER_02: And then to actually sustain that growth, we're doing investing a lot into digital marketing.
[05:46] SPEAKER_02: So social media marketing, Instagram and Facebook ads, really starting to spread the word and brand awareness through those channels.
[05:55] SPEAKER_01: Yeah. What kind of, well, first of all, you personally, can you can you talk about, I don't know, the impact, have a drinking this has on you, like physically and health wise.
[06:11] SPEAKER_02: Yes, no, certainly. You know, so myself, you know, outside of my friend there, I was having a bit of a health crisis side become ironically an energy drink addict when I was working downtown Calgary as an engineer.
[06:24] SPEAKER_02: I was drinking two or three, like I'd have one with breakfast once in a while.
[06:29] SPEAKER_02: And all of a sudden, for the first time in my life, I was having corporate.
[06:33] SPEAKER_02: I was having terrible boats of insomnia couldn't get to sleep at night.
[06:38] SPEAKER_02: I was getting stomachache, like a lot of stomachaches.
[06:40] SPEAKER_02: And when I would cut out the energy drinks, these would start.
[06:43] SPEAKER_02: These would go away, but then it's 2 p.m. in the afternoon and I'm falling asleep in my desk and I don't want a fourth cup of coffee.
[06:50] SPEAKER_02: So I always had this desire for something that was a healthy alternative to conventional energy drinks.
[06:56] SPEAKER_02: So as far as my health journey, stomachaches are gone, I sleep better.
[07:01] SPEAKER_02: That's some of the main feedback that we get from our customers is I just talk to someone the other day that just switched to our product from other energy drinks.
[07:11] SPEAKER_02: And she's like, I've had all these stomachaches for years from these energy drinks and now they've won away.
[07:16] SPEAKER_02: Because our products non-carbonated, we use caffeine from tea, we sweeten it with organic honey and ferocious.
[07:21] SPEAKER_02: It's low calorie. So it's natural stuff that your body is used to instead of these chemical concoctions that are oftentimes in a lot of the other energy drinks on the market.
[07:31] SPEAKER_01: Yeah. That must get a lot of those.
[07:34] SPEAKER_01: For lack of a better word, testimonials, right from people.
[07:39] SPEAKER_01: How does that make you feel like when you hear these stories about something that you're created?
[07:48] SPEAKER_02: Yeah, great question, Mario. And truthfully, this journey has been so difficult.
[07:52] SPEAKER_02: It's been way harder than I ever imagined. There's a lot of days where you're like, wow, this is going to work.
[07:57] SPEAKER_02: Is this really making an impact? And then we get an email from a customer like we've had a few pretty amazing ones recently.
[08:03] SPEAKER_02: A people that are going through chemotherapy and they're using our product for energy and they tell us how it makes them feel better.
[08:09] SPEAKER_02: We have somebody that was addicted to energy drinks and was having adverse health effects and then tells us that our product knows help them transition away from those.
[08:18] SPEAKER_02: So those testimonials, truthfully, when you're in their early days and you're not taking a paycheck, those testimonials are your paycheck, knowing that you're helping people and you're making a positive impact in customers' lives. No matter how small, it's extremely rewarding and oftentimes the fuel that's needed to keep going.
[08:38] SPEAKER_01: Now that's interesting. Yeah. So so Mitch, you mentioned your petroleum engineer.
[08:46] SPEAKER_01: So tell me, you know, when you made that switch, what was the most difficult and most challenging thing to leave, you know, a somewhat,
[08:58] SPEAKER_01: somewhat a secured job and go to something that's, per lack of a better word, risky, I guess.
[09:09] SPEAKER_02: For sure. I think that, you know, the security was nice. I was, you know, had a, you know, an office with a window and a good paycheck and benefits.
[09:17] SPEAKER_02: And I left that and I didn't take a paycheck for the first four years of our business. So I think just the transition of, you know, being the, you know, my identity was kind of chain from being this, you know, semi successful engineer that was doing okay and was established to really having to humble myself and become, you know, it says in my LinkedIn profile, CEO and janitor, because that's really what I've been the last five years doing whatever it took to keep the business afloat, you know, being the receptionist, the janitor.
[09:47] SPEAKER_02: I'm just trying to clear the account and whatever it took, you know, keep the business going that day. So I think just, I've learned a lot of humility and I've learned a lot of so many great life lessons and the adversity and really having to build this from, from zero to what it is today has just been incredibly rewarding and, and, and life altering experience for sure.
[10:11] SPEAKER_01: What do you think, I imagine along the journey when things got tough.
[10:18] SPEAKER_01: We were probably times that you thought, yeah, what am I doing this for?
[10:22] SPEAKER_01: Like, maybe I should just hang them up, hang up the cleats, right?
[10:27] SPEAKER_01: So to speak.
[10:28] SPEAKER_01: And what kept you going?
[10:32] SPEAKER_02: Yeah, so it really comes down to, because you get to a point where it gets so difficult
[10:36] SPEAKER_02: and it's so challenging and you really have to think about, what is my why behind doing
[10:40] SPEAKER_02: this?
[10:41] SPEAKER_02: And it can't be money.
[10:42] SPEAKER_02: I think if it's money, you're probably going to quit because I could have made way more
[10:45] SPEAKER_02: money as an engineer, right?
[10:48] SPEAKER_02: Yeah, yeah.
[10:48] SPEAKER_02: For me, it really came down to, who am I helping?
[10:52] SPEAKER_02: You know, I'm helping my customers.
[10:54] SPEAKER_02: I have employees that weren't happy at their previous careers or were out of work and
[10:59] SPEAKER_02: now they're here and they're happy.
[11:02] SPEAKER_02: We're able to create opportunities here in our local community.
[11:04] SPEAKER_02: We're able to help our local economy.
[11:06] SPEAKER_02: So I think for me, my why is really rooted in that now is how many people can I help?
[11:13] SPEAKER_02: How many people can I serve at this business?
[11:15] SPEAKER_02: And the more people you serve, the more successful I'm going to be personally.
[11:19] SPEAKER_02: So I've really just anchored myself in that and then I'd say, my Christian faith as well
[11:23] SPEAKER_02: is what's kept me going through a lot of the really dark times.
[11:27] SPEAKER_01: Excellent.
[11:30] SPEAKER_01: So what do you think from your previous career as a petroleum engineer?
[11:36] SPEAKER_01: What do you think you took from that career that has helped you and what you're doing
[11:42] SPEAKER_01: now?
[11:43] SPEAKER_02: Yeah, absolutely.
[11:45] SPEAKER_02: So when I initially started Mario, the beverage business, I'm like, I'm not, what is petroleum
[11:50] SPEAKER_02: engineering after two with the CPG food and beverage space?
[11:54] SPEAKER_02: So they didn't seem like much.
[11:56] SPEAKER_02: Yeah.
[11:56] SPEAKER_02: But ironically, you know, my engineering background has helped me in more ways than I could
[12:01] SPEAKER_02: ever imagine.
[12:01] SPEAKER_02: When we were two years into our business, we were using a third party manufacturer, but
[12:06] SPEAKER_02: we all grew that manufacturing partner and there was no one else in North America because
[12:11] SPEAKER_02: our packaging is so unique.
[12:12] SPEAKER_02: There was no one else that could fill the pouches for us.
[12:15] SPEAKER_02: We're forced to make build their own production line from scratch.
[12:19] SPEAKER_02: Well, thank God I have this engineering background because I had to manage the project.
[12:24] SPEAKER_02: I had to call the contractors that they can find us to consult and to help us design it,
[12:28] SPEAKER_02: manage the engineers.
[12:30] SPEAKER_02: So that experience that I had in oil and gas, managing people and doing, you know, the
[12:36] SPEAKER_02: engineering side really carried over to building our manufacturing line.
[12:40] SPEAKER_02: And then I had a bit of a sustainability background to you.
[12:43] SPEAKER_02: I was working as a water engineer in oil and gas.
[12:45] SPEAKER_02: So that sustainability background is actually what led us to find the pouch is when I was
[12:49] SPEAKER_02: looking at the environmental benefits of different packaging types.
[12:52] SPEAKER_02: I ended up finding the pouch because of, you know, that background I had in sustainability
[12:57] SPEAKER_02: just a little carbon footprint.
[13:00] SPEAKER_01: Hmm, interesting.
[13:02] SPEAKER_01: Now if a young person came up to you and seeking advice, they wanted, they have an idea.
[13:11] SPEAKER_01: They want to be an entrepreneur.
[13:12] SPEAKER_01: What would you tell them?
[13:14] SPEAKER_02: Yeah, that's, if I could go back and talk to my younger self, you know, I'd say to be
[13:20] SPEAKER_02: a great entrepreneur, you have to be a great leader.
[13:23] SPEAKER_02: And to be a great leader, you have to be an exceptional person.
[13:25] SPEAKER_02: You have to develop exceptional character.
[13:28] SPEAKER_02: And so I would really tell myself, my younger self, work on yourself, you know, read the
[13:33] SPEAKER_02: books, you know, develop good fitness and health habits because you're going to need that
[13:37] SPEAKER_02: when you're working longer hours as an entrepreneur and really work on developing your communication
[13:45] SPEAKER_02: skills so that you can become a great leader because that's such a big part of entrepreneurship.
[13:49] SPEAKER_02: I've learned so many hard lessons in that, you know, the first time you have to hire
[13:53] SPEAKER_02: someone and as the first time you have to hire someone, these are things that aren't
[13:57] SPEAKER_02: taught in school.
[13:57] SPEAKER_02: You have to learn these skills on your own.
[14:00] SPEAKER_02: So I would say the more you can start to develop your personal character, the earlier
[14:04] SPEAKER_02: you can do that, it's going to serve you so much in entrepreneurship.
[14:10] SPEAKER_01: So who, who are what?
[14:13] SPEAKER_01: Would you say helped you a long way in this journey?
[14:18] SPEAKER_02: Yeah, for sure.
[14:19] SPEAKER_02: Well, you know, God's always had my back out of two incredible parents, you know, my
[14:25] SPEAKER_02: dad's an amazing entrepreneur.
[14:26] SPEAKER_02: He started his business in his 40s and his current it's an hour over 200 people.
[14:31] SPEAKER_02: So having him as, you know, a mentor and a resource has just been, he's just been an
[14:37] SPEAKER_02: unbelievable man.
[14:38] SPEAKER_02: So I'm really blessed to have both of my parents and then my sister is my business partner.
[14:43] SPEAKER_02: They've been my support system, my amazing girlfriend's, Stacy, who's also an entrepreneur.
[14:47] SPEAKER_02: Now, she's been a great support system.
[14:50] SPEAKER_02: So I think the combination of all, you know, those people is what's pushed me to where
[14:55] SPEAKER_02: I'm today.
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[15:05] SPEAKER_01: Now, I'm trying to remember Mitch, our past across a few years back.
[15:10] SPEAKER_01: Now you were a part of what, what was it that you were with, what group that was
[15:17] SPEAKER_01: helping you along the way?
[15:20] SPEAKER_02: Oh, yes, our past did cross, but I'm.
[15:24] SPEAKER_02: Was it, yeah, I'm drawn up.
[15:25] SPEAKER_01: Wasn't there like a group that was like to head a grant from or some funding from or
[15:33] SPEAKER_01: something like that?
[15:34] SPEAKER_02: Yeah, a cat, Canadian agricultural partnership and Alberta government has been extremely
[15:39] SPEAKER_02: supportive.
[15:40] SPEAKER_02: So we've gotten some grant funding through them, especially when we're building our
[15:43] SPEAKER_02: manufacturing lines.
[15:44] SPEAKER_02: I believe we may have been connected through them.
[15:47] SPEAKER_02: And that's the Alberta government has done a lot to help entrepreneurs like myself for
[15:52] SPEAKER_02: very gradual.
[15:54] SPEAKER_01: Yeah.
[15:54] SPEAKER_01: Now, what, you know, when you look at some of those programs out there for entrepreneurs,
[16:01] SPEAKER_01: but more importantly, I'm looking at Calgary and also Alberta.
[16:09] SPEAKER_01: And what would you say the advantages are of being here and running a business and
[16:17] SPEAKER_01: being an entrepreneur?
[16:19] SPEAKER_02: Certainly.
[16:20] SPEAKER_02: Well, I love Calgary.
[16:22] SPEAKER_02: I have a lot of love for the other cities in Canada, but every time I travel, I always
[16:27] SPEAKER_02: end up missing home.
[16:28] SPEAKER_02: I say Calgary is the city for me.
[16:30] SPEAKER_02: The people here, there's something about them.
[16:32] SPEAKER_02: It's a very entrepreneurial city like some of the story.
[16:35] SPEAKER_02: You know, we have tech startups now on top of the full oil and gas entrepreneurship that
[16:40] SPEAKER_02: we have.
[16:40] SPEAKER_02: So there's a very vibrant entrepreneurial community in Calgary and a lot of people that are willing
[16:46] SPEAKER_02: to meet with you or support you, even when I was in oil and gas, you know, was meeting oil
[16:53] SPEAKER_02: and gas startups.
[16:54] SPEAKER_02: And now some of those gentlemen I met there have become some of my mentors.
[16:58] SPEAKER_02: So the city in the province itself, I think, just has entrepreneurship really built into
[17:04] SPEAKER_02: it.
[17:05] SPEAKER_02: Yeah.
[17:06] SPEAKER_02: And there's a lot of opportunities to the Alberta government, like I was mentioning before,
[17:10] SPEAKER_02: to support young businesses, the tech structure here is more favorable than other places,
[17:17] SPEAKER_02: a lot of other provinces in Canada.
[17:20] SPEAKER_02: So all in all, I think it's just such a wonderful place to start a business.
[17:24] SPEAKER_01: Yeah.
[17:25] SPEAKER_01: And we all know that, you know, being an entrepreneur is a full-time job, times, times,
[17:32] SPEAKER_01: hands, right?
[17:33] SPEAKER_01: And you've got a lot of hours that you spent and days just at the business.
[17:40] SPEAKER_01: And even if you're not doing the business, it's always sitting there in your head, right?
[17:45] SPEAKER_01: It is.
[17:46] SPEAKER_01: So you're just curious, how do you, I guess, develop a balance in your life that your entrepreneurship
[17:57] SPEAKER_01: doesn't just overwhelm everything you do?
[18:01] SPEAKER_02: Yeah, that's a good question.
[18:03] SPEAKER_02: I'm still figuring that out because I would say I'm definitely on the extreme side of having
[18:07] SPEAKER_02: very little balance.
[18:09] SPEAKER_02: You know, it's been an all-encompassing endeavor and it's something I'm having to learn
[18:12] SPEAKER_02: as how do you step away and take more time for yourself?
[18:16] SPEAKER_02: For me, fitness is a big piece, you know, I think taking care of your health in terms
[18:22] SPEAKER_02: of eating, making sure you're going to the gym, being involved in some type of, you know,
[18:27] SPEAKER_02: martial arts or fitness community, I think is really important and that's helped me.
[18:31] SPEAKER_02: And then the more you look after your health, the more effective you're going to be at
[18:37] SPEAKER_02: being an entrepreneur, the more effective you're going to be at your job.
[18:39] SPEAKER_02: So in terms of having a balance, you know, I think for a lot of new entrepreneurs, you're
[18:44] SPEAKER_02: not going to have much in their early days.
[18:46] SPEAKER_02: That's been my experience anyways.
[18:48] SPEAKER_02: But as we're starting to grow and I'm able to delegate more, there's more and more opportunities
[18:54] SPEAKER_02: to take a little bit more time for myself.
[18:56] SPEAKER_02: But that's something that truthfully I have a lot of work to do on finding more of a balance.
[19:02] SPEAKER_01: Well, you know, I find it interesting what you just said because I'm also wondering how
[19:08] SPEAKER_01: difficult is it, especially for, you know, a starting entrepreneur to give up the reins
[19:16] SPEAKER_01: to stop, right?
[19:18] SPEAKER_01: You know, this is your baby, you know, I want to, you know, embrace that baby and nobody's
[19:24] SPEAKER_01: coming into it because I don't really trust anybody to do what I want to done, et cetera.
[19:31] SPEAKER_01: How difficult a process is that of, I guess, let them go.
[19:36] SPEAKER_02: Yeah, that's a great point, Mario.
[19:38] SPEAKER_02: That's really challenging is, you know, this is your baby, you want things done a certain
[19:42] SPEAKER_02: way.
[19:43] SPEAKER_02: So I think you really have to learn to trust people.
[19:46] SPEAKER_02: And so delegation is something that, Carly, my business partner and I have really grown
[19:51] SPEAKER_02: with them the last couple of years and we have some amazing people, amazing staff on
[19:55] SPEAKER_02: our team now that we fully trust.
[19:57] SPEAKER_02: What I find is even more challenging to let go is you get to a point as an entrepreneur,
[20:03] SPEAKER_02: especially in the startup phase where you have so much coming at you that you can't delegate
[20:07] SPEAKER_02: it all and you can't do it all.
[20:09] SPEAKER_02: So you have to, it's kind of a juggling act.
[20:11] SPEAKER_02: You have to make sure that the most important, you know, balls are being caught and you have
[20:15] SPEAKER_02: to accept the fact that some of those balls are going to be dropped once in a while and
[20:19] SPEAKER_02: just, you know, they can always bounce back.
[20:21] SPEAKER_02: You can pick them up later.
[20:23] SPEAKER_02: So yeah, to answer your question, it's something that is very challenging and you just, you
[20:29] SPEAKER_02: get to a point where you have to delegate and you have to accept the fact that you're
[20:32] SPEAKER_02: not always going to get it all done and you just do everything and your power to make
[20:37] SPEAKER_02: sure the important tasks are being completed on a daily basis and that will keep you moving
[20:40] SPEAKER_02: forward.
[20:41] SPEAKER_01: Yeah, excellent.
[20:43] SPEAKER_01: Well, thanks so much Mitch for joining us today.
[20:46] SPEAKER_02: Thank you for having me.
[20:47] SPEAKER_02: It's really an honor.
[20:48] SPEAKER_02: And thank you for all you do for Canadian entrepreneurs.
[20:50] SPEAKER_02: It's really appreciated.
[20:53] SPEAKER_01: Thank you.
[20:54] SPEAKER_01: That was Mitch Jacobsen, who was CEO of Revita and Calgary based company and I'm Mario
[21:02] SPEAKER_01: Tonogusi, managing editor of Canada's podcast.
[21:05] SPEAKER_01: Thanks for joining us today.
