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Gut Check #5: Why We’re Building in Public

Gut Check #5: Why We’re Building in Public

We’re taking you every step of the way while building Beny, but why?

Elan Halpern
February 03, 2025

Welcome to Gut Check by Beny Yogurt 👋 If you’re new here, you can check out previous editions on our site anytime.

Kiki films at least 50 (not exaggerating) micro videos per day. The end result? Fast-paced, eye-catching, and entertaining content. There’s a lot of work and intention behind what we share—and more importantly, why we share it.

Building in public isn’t just a social media strategy, it’s a core part of Beny’s identity. There are three reasons why:

To reveal the behind the scenes of building a CPG food company
To directly communicate with our customers
To turn everyday experiences into marketing opportunities

👩‍🍳 Learning how the sausage is made

Most brands are built behind closed doors. You know nothing about them until the moment they are trying to sell you something. We’re doing the opposite — inviting you in before there’s even a product to buy (which is hard when everyone we meet wants to buy it 😅).

Trust isn’t something you can manufacture overnight. By sharing the real process behind launching (not just the glossy final product), we hope to build higher trust with our customers. We want you to understand how we think, what our values are, and the mission we’re trying to accomplish.

We’ve been lucky to get advice from founders who took time out of their day to help us avoid weeks of trial and error. Sharing our journey is one way for us to pay it forward. And let’s be real—there’s something refreshing about seeing how things actually get made– the wins and the challenges. Big brands don’t do that but we can.

🤝 Connection with customers

Companies pay millions of dollars to get consumer data about their own products; we’d much rather talk to you directly.

Social media creates an open channel for customers to message us directly or respond to a post. Getting feedback in real-time enables us to test ideas without spending thousands of dollars implementing something that no one wants. And it gives you an actual say in how we build Beny - from brand colors to partnerships. This is also why Kiki and I hand deliver every single Beny drop - we want to meet you!

😎 Marketing is everything and everything is marketing

By building in the public we’re turning the “behind the scenes” everyday progress into micro-marketing campaigns.

Maybe you’re not a yogurt buyer (yet), but you are curious about why we’d choose glass over plastic, or how we landed a billboard in Times Square. Every moment we share is a moment for us to get Beny in front of more people. Even if it’s not related to yogurt, it’s about building something people are invested in.

I’ll leave you with this DM we got recently. This is the point of building in the public :)

Top of Mind

📆 Events: We have a few events coming up in NYC:

Feb 13th: Shanti House x Beny - Founders hot yoga (invite only)
Feb 16th: At The Table Beading Workshop with MyMonthly and Beny - sign up here, event is capped at 20 people
Feb 23rd: Brooklyn Walk Club x Lime Social x Beny - open invite!

🫶 Feedback: We love getting your feedback on Beny. If you’ve participated in a drop sale, tell us what you thought. A few favorite quotes below:

🤔 Glass vs. Plastic: The glass vs. plastic debate is still ongoing. If you’re a founder or know someone who has gone through this decision process, we’d love to talk to you, just reply directly!

🚶‍♂️ Walking club: We partnered up with Aurora walking club yesterday - it was an awesome and everyone got to try samples of Beny 🥣