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Breaking Through The Broth: The Risks And Mistakes That Taught This Woman How To Succeed

Business

Like many female businesswomen, Soo-Ah Landa left an important high paying job at a Top Fortune 100 company to raise a family. After two years of being a “stay at home mom extraordinaire," Soo-Ah received a wake-up call when her 9-year-old son was asked by a teacher in school, "What does your mom do?" and his response was "She cooks and cleans for us."


Having grown up in a Korean culture where having kids and raising kids is a traditional role for women, Soo-Ah knew it was time to make a change. She comments, “I realized I had a responsibility to teach my two sons that women do more than cook and clean, and can actually start companies too!" Fast forward two years and Soo-Ah's son wrote in his 6th-grade essay that when he grows up he "wants to start and build a successful company like my mom." (Priceless, right?) This journey to launch the only 100% organic bone broth plus juice company on the market, however, was not an easy one. Soo-Ah tells SWAAY about her biggest challenges and mistakes along the road.

Soo-Ah Landa

Going back into the workforce after motherhood is not easy, and in exploring this, Soo-Ah sought out a community with similar challenges and launched Project 8, a group of eight women who mentored each other for eight months and created accountability to reach their goals in jumpstarting or creating new careers. While motherhood was amazing in its own way, it wasn't enough for this group of women. Project 8 was where Soo-Ah met her co-Founder and where BRU Broth launched.

The biggest challenge for Soo-Ah was learning how to create an entirely new beverage category: RTHD (Ready to Heat and Drink, or “Sip" in the case of BRU.) Despite a phenomenal education from MIT and a second degree black belt in tae kwon do."

“I knew nothing about how to start a beverage company and raise capital, nor how on earth I was going to find investors who would be willing to take a gamble on a product that didn't exist yet," she says. “Even grocery store buyers had no idea where to put us. We were a meat product that looked like a juice."

When we asked Soo-Ah what her biggest mistake was, she laughed, and talked about how there were so many, but primarily, underestimating the time, money and resources required to successfully get a brand on shelf and get the initial penetration needed to then go out and convince people that they should give you more time, money and resources. It was a journey of long hours, challenges, tears and travel, but the hard work eventually paid off.

Soo-Ah's milestone moment came when she was able to move production from her home kitchen and driving around with kids in tow after school delivering bottles throughout the Bay area, to a bottling facility alongside distribution management under a major national distributor.

While many women entrepreneurs have faced challenges along the way, Soo-Ah loves that her brand and product is making a difference in the lives of others. Together with her co-Founder, Mary Butler, Soo-Ah started BRU Broth because she felt there was a need for a sugar-free, nutrient dense warm beverage that went beyond coffee and tea. “I experienced firsthand the healing aspects of bone broth when my mom was making gallons of it for my dad to help him in his struggle with colon cancer," she says. “Bone broth is delicious, but it heals. My (Korean) Grandma was 100% right and it's why I grew up drinking bone broth. I want everyone on the planet to be drinking bone broth everyday because it is that good for you."

Bone Broth has now been trending for a couple of years (everyone from the Kardashians to P!nk to Tom Brady drink it), but here's why BRU stands out: It is the only 100% organic, pastured and grass-fed bone broth that adds cold-pressed vegetables, roots and spices.

While there are competitors that sell juice, plus broth formulations, BRU is truly bone broth (it's the first ingredient listed), with a touch of juice, so that you are truly getting the benefits of the bone broth. It's farm to bottle, and exceptional for on-the-go, for recovery, for health and even for cooking. BRU features delicious flavors and enticing names such as Turmeric Ginger, Hug in Mug (Bone Broth, veggies, coconut aminos), Hot Greens (Bone Broth with greens and a hint of jalapeno), and will be launching Broffee (Bone Broth plus coffee), later this fall. Imagine the benefits of bone broth with the energy and satisfaction of your cup of coffee. Yes, ladies, you are welcome. This is the innovation that Soo-Ah is after.

What advice does Soo-Ah have for other women looking to start their own companies and/or those who are struggling with the launch of a brand? First, Soo-Ah says, “You will never, ever, be fully prepared before you jump off that cliff, So don't wait for that to happen, that's just procrastination. Just go for it and know that yes, you might fail, but at least you have a chance of success by persevering through." As a mother of 2 boys, Soo-Ah likens this to the quote from Star Wars' Yoda: "Do or do not. There is no try." Second, “Do not fear saying, "I don't know" or "I need help." Many women entrepreneurs once had big corporate jobs and have other impressive credentials, educations and background, but then we find that becoming an entrepreneur makes us vulnerable all over again, which is an uncomfortable place to be, initially, when you might have once managed a large organization and a $500M+ P&L at a Fortune 500 company!" She assures us that it's ok to ask for help and advice. Lastly, “use the sisterhood because it's a strong network." Seek these women out at school, through alumni groups, through peers. This is why Soo-Ah founded her mom's group called Project 8: eight women, eight big ideas, eight months (basically during the school year) where they detailed out an eight-month plan with tangible goals, mentored each other and held each other accountable to their goals.

So raise a glass, toast and sip to Soo-Ah and BRU!

3 Min Read
Health

7 Must-have Tips to Keep You Healthy and Fit for the Unpredictable COVID Future

With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.

When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.

Tip 1: Communicate with your current wellness providers and set a plan

Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.

Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.

The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.

Tip 2: Stay active for both mental and physical health benefits

The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.

With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.

Tip 3: Start slow and strong

If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.

Be aware of your sitting time and balance it with activity.

Tip 4: If your gym is open, prepare to sanitize

In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.

When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.

Tip 5: Have a good routine that extends outside of just your fitness

From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.

Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.

Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.

A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.

Tip 6: Focus on food and nutrition

In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.

If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.

Tip 7: Don't forget about your mental health

While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.

For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.

While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.