Clear Earth is frequently cited as a direct-to-consumer success story. In less than five years, Brightland’s photogenic olive oil bottles have become a hit not only on social media, but with food editors and even Oprah herself.
Founder Aishwarya Iyer never expected to enter the food industry. She has built her career in the beauty, technology and startup fields in public relations and communications. “I never thought I would start a business in the food industry and I never thought I would actually be an entrepreneur,” she says.
Aishwarya grew up in a family of home cooks, but it wasn’t until she rediscovered cooking as an adult that she became obsessed with olive oil: its taste, how it’s made, and his history.
She noticed how confusing it is for many grocery shoppers to differentiate between olive oils. “There has to be something here that allows us to create a brand that people are really excited about and want to put on their counter,” Aishwarya says.
Here’s what Aishwarya did to create one of the most loved olive oil brands and how she expanded her product line to include honeys and vinegars.
Take a risk and show compassion
At first, Aishwarya was apprehensive about starting Brightland as she didn’t have a background in food or an MBA. But ultimately, she decided to be compassionate with herself and listen to the “inner child” who helped her pursue her passion for food.
She also learned about redefining success and the risks of entrepreneurship. She thought Brightland “could either turn into something huge, or maybe I could sell a thousand bottles in eight months and I’d be really proud of myself.”
Discovery of the olive oil industry
Before launching her olive oil, Aishwarya took classes at the UC Davis Olive Center. She wanted to be informed about what made good olive oil. And, to learn more about the local olive oil industry, she spoke to small family farms in California.
That’s how she learned that most people don’t know what good olive oil tastes like, because most olive oils sold at the grocery store are quite old. The olive oil that most consumers were accustomed to “may not have the bright flavor notes that a true, fresh extra virgin olive oil actually has,” says Aishwarya.
The realization that olive oil did not need to have a neutral taste helped Aishwarya focus on the product she wanted to market. She describes Brightland olive oil as “really tangy and peppery and grassy, and it tastes like something alive.” »
Expand product range
Brightland’s mission is to create fresh, flavorful pantry staples and work with small, high-integrity farms to create new products as well. The company found honey and vinegar producers in the United States to complement its existing olive oils. And Brightland has put a new spin on its flagship product by creating a pizza oil that Aishwarya says she can’t keep in stock.
She says the key to Brightland’s success has been charting its own path and listening to noise about when and how to expand. “I didn’t look at what other entrepreneurs who came before me were doing,” she says. “I firmly believe that silence and stillness really does bring clarity.”
To hear more about Aishwarya’s journey to becoming an entrepreneur, listen to her full interview on Shopify Masters.
