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 imaginable. From art director at top advertising agencies to selling out inventory in two days at Granville Island Market.
Chris started with a simple 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. And 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. Because nobody else was doing what Chris was doing.
Chris breaks down the Swiss Army knife mentality of entrepreneurship, navigating ego in creative industries, why autonomy as a kid built confidence to tackle problems, and how staying connected to customers keeps you grounded as you scale.
Topics covered:
- Building a CPG brand in a saturated category
- Why Chris couldn't find good pickles in Vancouver
- The pickle tasting bar concept and Lower East Side inspiration
- Selling out in two days and realizing it's viable
- Customers calling from around the world for specific flavors
- The Swiss Army knife mentality: honing skills to find perfection
- Art direction background and presenting to boardrooms
- Navigating ego and building rapport in creative industries
- Why autonomy as a kid built entrepreneurial confidence
- Answering the phone as founder and staying first line of defense
- Never compromising on quality as you scale
If you're building a brand, launching a CPG product, or trying to stand out in a competitive category, this episode shows you the playbook.
Nobody should have crummy pickles in their fridge. That's the goal.