Chris Hobson, Founder @ Hobbs Pickles | The Pursuit of Pickle Perfection

Nobody should have crummy pickles in their fridge.

CuzzinJustin sits down with Chris Hobson, founder of Hobbs Pickles, to discuss building a cult brand in one of the most competitive CPG categories. From art director at top agencies to selling out inventory in two days at Granville Island Market.

Chris started with a problem: he couldn't find a good refrigerated pickle in Vancouver. No deli vibe. No Lower East Side half-sour experience. Just shelf-stable mediocrity.

So he drew a pickle tasting bar on a napkin. Built a brand. Opened on Granville Island. Sold out in two days.

The market thought he was crazy. Just selling cucumbers? Wearing black ties and white shirts like Reservoir Dogs? But customers drove from Portland. Called from London. Flew in from Bangkok.

Chris breaks down the Swiss Army knife mentality of entrepreneurship, navigating ego in creative industries, why autonomy as a kid built confidence, and staying connected to customers as you scale.

Topics covered:

• Building CPG in a saturated category
• The pickle tasting bar and Lower East Side inspiration
• Selling out in two days and realizing it's viable
• Customers calling from around the world
• Swiss Army knife mentality: honing skills to perfection
• Art direction and presenting to boardrooms
• Navigating ego in creative industries
• Autonomy as foundation for entrepreneurial confidence
• Answering the phone as founder
• Never compromising on quality

If you're building a brand, launching CPG, or standing out in a competitive category, this episode is the playbook.

Nobody should have crummy pickles in their fridge.

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