How I Built This with Guy Raz Dang Foods: Vincent and Andrew Kitirattragarn
Jan 24, 2022
Vincent and Andrew Kitirattragarn are the co-founders of Dang Foods, an Asian-American snack phenomenon recognized for its coconut chips and rice crackers. They delve into their unique journey, from childhood meals in a Thai-Chinese household to launching their brand in 2011. Expect tales of culinary inspiration, challenges of entering a competitive market, and humorous insights on iconic product flops. Their story underscores the importance of feedback in innovation and the surprising lessons learned from market missteps.
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Thai Restaurant Stint
- Vincent's initial interest in the restaurant industry led him to work at a renowned Thai restaurant in D.C.
- The demanding hours and lack of fulfillment ultimately dissuaded him from pursuing that career path.
Coconut Inspiration
- While living together in San Francisco, Vincent cooked elaborate monthly dinners for roommates.
- His roommates' enthusiastic response to toasted coconut, a key ingredient in a Thai lettuce wrap, sparked the idea for Dang Foods.
First Trade Show
- Vincent brought toasted coconut chip samples in souffle cups to a D.C. trade show.
- Despite lacking proper packaging, the positive feedback from a Whole Foods representative encouraged him.