Gail Becker, founder and CEO of Encino, Calif.-based Caulipower, maker of gluten-free cauliflower-based frozen meals including the company’s signature cauliflower crust pizzas, recently spoke with Specialty Food News about navigating the current business environment amid the COVID-19 pandemic.
What has helped you manage this crisis thus far?
Knowing that at a time like this our industry has the ability to genuinely help people. In these stressful times people are looking for comfort, and we're able to provide that with our better-for-you versions of favorite comfort foods. Being able to help people stay nourished while they’re sheltered at home is a great privilege.
Has anything unexpected happened?
Ha. Unexpected? How much time do you have?! In all seriousness, I’m pretty sure that some of the challenges associated with distribution have taken everybody by surprise. Plus, the run on toilet paper and the rippling affect it had on the entire supply chain.
Did you have to re-direct your business model in any way?
No.
Are you having trouble fulfilling orders or with your supply chain?
Fortunately, no. We planned accordingly months in advance and have a tireless team ensuring that we have plenty of product.
Are you taking on new clients right now, or did you have to delay any new product launches?
The week that Expo West was to have taken place, we announced that we were going into our fifth category with our latest meal hack, a line of riced cauliflower in three never-been-done flavors. It was supposed to hit shelves later this month but some of the retailers are now slightly delayed because they are changing their product resets.
Did you have to make any personnel changes?
No. In fact, we are still hiring, though doing all of the interviews by Zoom, of course. We did have to give a few team members new roles given all of the changes, but everyone is incredibly fluid and doing whatever it is they can do to help during these crazy times.
How are you giving back to your community and beyond?
Nothing is more motivating for the Caulipower team than being in a position to have a positive impact on people’s lives. Outside of ensuring our product is available on shelves, we've been working on a number of initiatives to give back to our community and those in need. Some of what we have been able to do includes donating product to U.S. Vets, the nation's largest nonprofit provider for at-risk and homeless military veterans. With the help of our foodservice partner, PizzaRev, we’ve thrown a number of pizza parties for the hardworking grocery workers at stores in our hometown. We’re also doing a monthly giveaway to help people pay their bills, plus a year of free pizza.
What are your predictions for when this is all over?
I believe supply chains will have to evolve to have more layers of protection against forces beyond our control.
Consumer behavior will also change when it comes to how they [shop] for groceries, although it is still too early to say just how much. Finally, and I might be a bit biased here, but I think many people have rediscovered their love and appreciation for frozen food so we’ll see that demand continue post-COVID for what is currently my favorite part of the store.
Related: Retailers See Sharp Declines in Bakery, Deli; Health, Wellness Trends Reverse as Americans Seek Comfort.
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