Your handcrafted brew, GT’s Kombucha, has been around for 23 years. At 15, could you have even imagined your fizzy drink would be so successful or influential on today’s healthconscious culture?
When I started bottling my organic raw kombucha, I had no specific business aspiration. All I wanted was to make an authentic and handcrafted offering that would help people, much like how kombucha helped my mom during her battle with breast cancer [in 1994]. I felt deep in my soul that kombucha was a gift that needed to be shared with the world.
Do you remember your first sales pitch? How did you make a fermented probiotic beverage sound sexy and delicious to buyers?
Yes, I remember it quite well. Keep in mind, this was the mid-’90s, so the standard for health food had not gone beyond tofu and flax seeds. Therefore, trying to sell a fermented tea was not easy. I would describe kombucha as something that was similar to a kefir or yogurt because it was cultured, but I also described it as a cousin to apple cider vinegar, which is a known health food staple. The best sales pitch was to get people to actually try it, because that’s when the people would realize how unique kombucha is.
You are a self-described perfectionist and hands-on owner. Are you involved in the daily decision making at your company?
Yes, I am. However, I’ve learned that perfection is a false reality, but the pursuit of perfection is very real. This philosophy causes me to always try to be my best in everything I do or stand for. I’m an all-or-nothing type guy, so if I can’t do a great job at something, I won’t do it. I’m involved with every major decision at my company; the brand is, in many ways, a personal reflection of my beliefs and who I am as a person.
Can you describe a day in the life of GT?
I always start and end my day with meditation, as I believe we all need to do a mental reboot and mental shut down on a daily basis. I’m also very committed to being physically fit and healthy. Therefore, a day always starts with a raw smoothie, a workout and then a post with meetings, taste testing, creative exploration and the periodic “fire fighting” that is inevitable in a fast growing business. My days off are made
Gio
up of lots of sleep, quiet time with friends and something outdoors, like a hike or some beach
FEELING GOOD
ISSUE No. 1
workout smoothie. The rest of the day is filled
Did being raised with Eastern philosophies help shape your career and life?
time.
Being exposed to Eastern philosophies at an early age played a dramatic role in who I am today, because it made me very self-aware and instilled in me a spiritual belief that there is more to this
288