Why Gary Vee Has Zero Interest in Getting His New Gummy Brand Into Stores |
Why Gary Vee Has Zero Interest in Getting His New Gummy Brand Into Stores
Gary Vee’s latest venture is a bet on the future of commerce—one that most founders still haven’t figured out.
EXPERT OPINION BY DANIEL ROBBINS, CEO AND FOUNDER OF IBH MEDIA AND HOST OF FOUNDER'S STORY
Gary Vee. Illustration: Inc; Photo: Getty Images, Very Luckee
Last week, Gary Vaynerchuk invited me to his Very Luckee Gummies booth at Expo West to talk about his newest venture for our show, Founder’s Story. When I got there, he was holding up a box of gummies like it was the most important thing he’d ever built.
Not VaynerMedia. Not even his early investments in Facebook, Twitter, and Uber. But a bag of gummies. Sounds crazy, right?
But the more he talked, the more I realized this actually wasn’t about gummies at all. It was about a theory on the future of commerce that most founders still haven’t figured out.
The brand is called Very Luckee. Gary created it with his wife, Dr. Mona Vaynerchuk, whom he describes as one of the leading advocates for clean ingredients in the world. They spent about 15 months developing the product, making sure there isn’t a single chemical-based ingredient in the formula.
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“This is unequivocally the cleanest fruit snack gummy in the marketplace,” he told me. “There is no compromising.”
At one point, his wife even made a late change to the formula because the honey had to be organic from a specific farm. That’s the level of detail we’re talking about here.
But the clean ingredients weren’t the part that caught my attention.