In this episode of Recipe to Revenue, host Leah Messina talks with Marcel Dios, the founder of Kulli Purple. Marcel shares his raw and challenging journey of pivoting from the entertainment industry to the fiercely competitive CPG beverage space. He dives into the mechanics of honoring an ancient Peruvian recipe, the grueling reality of product formulation, and why patience is a founder’s greatest asset.
Script to Shelf: Transforming a 1,000-Year-Old Peruvian Tradition Into a Beverage Brand
by Sinuate Media | Recipe to Revenue
When Marcel Dios faced a sudden career disruption during the WGA strike, the former filmmaker and screenwriter found an unexpected calling in the CPG world. Inspired by his Peruvian heritage and the quintessential family staple chicha morada, Marcel set out to craft a functional purple corn beverage unlike anything on store shelves: Kulli Purple.
Watch or listen to learn more about:
- The cultural significance of chicha morada and how Marcel adapted his family’s traditional recipe into an organic, ready-to-drink CPG product.
- The hidden challenges of product formulation and why Marcel spent a year dialing in the exact flavor profile of Kulli Purple.
- Why Marcel actively chose not to carbonate the beverage, resisting market trends to protect the drink’s authentic flavor and mouthfeel.
- Strategies for finding the right co-manufacturer to balance premium ingredients with accessible retail pricing.
- Critical startup advice on why humility, persistence, and the “hot dog stand theory” are essential for sustainable growth in CPG.
Whether you are launching a CPG beverage or looking to build a community-centric agritourism business, Nicole breaks down the exact plays needed to build a purposeful and predictable revenue engine.
