Episode 82: Building a Climate-Conscious Cheese Brand

In this episode of Marketing Moves, Sorosh Tavakoli shares how he went from tech entrepreneur to founder of Stockeld Dreamery, reimagining cheese with climate-friendly, legume-based creations. Inspired by Bay Area pioneers like Oatly and Beyond, Sorosh invested four years in R&D to craft fermented chickpea, lentil, and yellow pea cheeses that use 75% fewer resources than dairy—without compromising on taste or texture. From managing tricky fermentation to launching in 200 NYC stores and driving a 33% demo conversion rate, Sorosh dives into what it takes to stand out in a tough plant-based market. He also talks brand identity, playful Swedish storytelling, and how partnerships with local bagel shops and influencers are helping Stockeld build a category as complex and craveable as wine.

Sorosh Tavakoli's journey with Stockeld Dreamery highlights a fundamental principle of successful marketing: identifying a genuine market need and filling it with an exceptional product. Before launching Stockeld Dreamery, Sorosh recognized a significant gap in the plant-based cheese market. Consumers desired alternatives that truly replicated the taste and texture of traditional dairy cheese, a challenge many existing products failed to meet. By focusing on authentic innovation, Stockeld Dreamery developed a product that not only met but exceeded these expectations.

One of the most striking takeaways from Sorosh's discussion is the emphasis on bold branding. In a crowded marketplace, merely having a good product is often not enough; you must also possess a distinctive identity that captures attention and fosters connection. Stockeld Dreamery's branding is anything but timid; it is vibrant, confident, and memorable, standing out on shelves and in digital feeds. This deliberate approach ensures the brand communicates its premium quality and innovative spirit at a glance.

Sorosh underscored the importance of authentic innovation, not just as a buzzword but as a core philosophy driving product development. Stockeld Dreamery's commitment to creating plant-based cheeses that genuinely satisfy discerning palates is a testament to this. This dedication to product excellence naturally builds consumer trust and loyalty. When a product consistently delivers on its promise, customers become advocates, sharing their positive experiences and driving organic growth.

Sorosh's insights extend beyond product and branding to the strategic "marketing moves" necessary for market penetration and growth. While the podcast likely delves into specific tactics, the overarching message is clear: a successful brand employs a multi-faceted approach, leveraging various channels to reach and engage its audience effectively.

As Stockeld Dreamery continues to grow, the challenge shifts from initial market entry to sustained scaling. Sorosh's journey likely involves adapting strategies, expanding distribution, and continuously innovating to maintain a competitive edge. This ongoing evolution is a critical aspect of long-term success in any industry.

Sarosh Tavakoli’s journey with Stockeld Dreamery is a powerful case study in how to disrupt a category through purpose-driven innovation and fearless branding. Beyond simply creating a plant-based cheese, Stockeld Dreamery is redefining what’s possible in the food industry by staying true to a clear mission and embracing bold, authentic storytelling.

The takeaways from this episode resonate far beyond the realm of dairy alternatives. Tavakoli’s approach underscores timeless principles: identify a real need, craft a brand that stands out, innovate with integrity, and execute with strategic precision. For any business aiming to carve out a meaningful place in the market, these insights offer a roadmap for building not just a product—but a brand with lasting impact.