Taking a Bite with RED Chocolate CEO Glenn Gardone

Glenn Gardone has spent more than three decades in the consumer packaged goods industry, with stops at Pepsi, Coca-Cola, Kellogg, and DelMonte. And he’s certainly learned quite a bit along the way.

Today, Glenn is the U.S. President and CEO of RED Chocolate, a European-crafted treat that combines fewer calories with a great taste. In its first year of sales, RED sold more than $10 million worth of products.

Glenn spoke with Good People, Cool Things to chat about what makes RED Chocolate different, what’s changed about the consumer experience over the years, and the future of the brand.

What's different about RED Chocolate?

RED Chocolate is European-crafted, no-refined-sugar-added chocolate designed by master chocolatiers. RED Chocolate uses only non-GMO ingredients, RED is kosher and gluten-free, and all of our cocoa used is from multi-generational farmers. The way RED Chocolate was designed is for full immersible indulgent flavor moments yet with up to 40% fewer calories and fat. RED Chocolate is all pleasure and zero guilt.

How have you grown the brand since joining RED?

My role began as the lead to bring RED Chocolate to the USA and build the infrastructure needed to successfully launch the brand. Once that was put in place and the amazing team that’s now part of the RED Chocolate family took their respective leads, my role has morphed into a steward of the brand. I love talking to consumers all over the USA and learn about how they were first introduced to the RED Chocolate brand.

Whether it was a segment on HSN, a friend was enjoying it or they joined our social media discussion groups. All the hard work (and the amazing taste of RED) has made RED Chocolate one of the fastest growing brands in the states and can now be found in retailers across the USA and online at our site: www.red-chocolate.com.

What's your favorite lesson you've learned throughout your career?

My favorite lesson is also my personal most important lesson and that is “knowing when you don’t know.”

It’s OK to need support and to listen to others. A HUGE mistake I’ve seen with many start-ups is either they know it all or feel it is a lack of preparedness when they don’t immediately know the answer.

How have customer expectations changed over the years?

Expectations haven’t changed much but delivery of the message has changed and continues to evolve. A customer’s expectation is and always has been a positive experience when inviting the brand into their lives.

Which of the five senses (touch, taste, smell, vision, hearing) is the consumers using when they are first introduced to the brand? In the consumer-packaged world, it is all of them, but in what order? It may start with hearing about the brand online and once a consumer holds the package, all the other senses are turned on simultaneously. What does the product feel like, smell like, look like, and, of course, taste like? As the brand owner, it is our happily accepted role to ensure satisfaction.

What's something businesses need to adapt to in the post-pandemic world?

There are several things that need to adapt. From internal structural changes to ensure safety to how does the brand deliver its message? Currently, consumers are limiting their in-store shopping experience time allotment. Therefore, organizations like RED Chocolate are introducing consumers to our brand’s message and sustainability prior to their store visit using a variety of interactive experiences.

What's next for you?

RED Chocolate is my home and everyone who works at RED Chocolate is my extended family. I can’t see myself doing anything else in life.

As for RED Chocolate, the next step on our journey is to let everyone in the USA know the wonderfulness of RED Chocolate. Millions know all about RED Chocolate today but sadly, there are many many millions more who haven’t had the chance to have RED be a part of their daily life.