Speaker 1: I would like to acknowledge the traditional owners of the
Speaker 1: land on which this episode is being recorded, the Combomb
Speaker 1: Merry people. They've been having conversations and telling stories on
Speaker 1: this land for thousands of years, and we show our
Speaker 1: gratitude and respect for their contribution to our environment and culture.
Speaker 2: This is Rise and Conquer, the podcast where we strive
Speaker 2: to become the highest version of ourselves through curious conversations,
Speaker 2: healthy mindsets, laughter, connection, and a deep desire to evolve.
Speaker 2: I'm your host, Georgie Stevenson. Join me as we explore parenthood, business, manifestation,
Speaker 2: and so much more. It's positive, it's practical, and it's
Speaker 2: about putting you in the driver's seat of your own life.
Speaker 2: Are you ready? All right, guys, welcome back to the
Speaker 2: Rising Conker Podcast. Cooper excited to have for.
Speaker 3: You, Very excited any taken a month literally.
Speaker 2: Look, you guys are well acquainted with Cooper. So today's
Speaker 2: episode is a special one because we are going to
Speaker 2: tell you all the behind the scenes of the April
Speaker 2: Fool's prank we paused, the funny, outrageous billboards we made,
Speaker 2: and our brand new name change in Naked Harvest, which
Speaker 2: is now called New Harvest and just giving you the
Speaker 2: inside scoup. Let's do it, okay, so Coop. First of all,
Speaker 2: we were a bit crazy with our marketing plan. Obviously,
Speaker 2: we were going to introduce the new name that has
Speaker 2: been a long time coming, which we'll get into very soon,
Speaker 2: but in true and h fashion, we wanted to do
Speaker 2: it with a bit of fun, with a bit of difference. Yeah,
Speaker 2: I am going to put my hand up and say
Speaker 2: taking the team to the US was my idea.
Speaker 3: I remember it actually. I was in the car going home.
Speaker 3: You're like, oh my god, I get the best idea
Speaker 3: and you told me at all. I was like, what
Speaker 3: what is wrong with you? That's the weirdest thing you've
Speaker 3: ever heard? And I'm like, I trust you, and I
Speaker 3: trust you in anything you do in marketing. And I
Speaker 3: was like, yep, well, let's just do it right on.
Speaker 3: Let's roll with it.
Speaker 2: I had to and then I had a meeting with
Speaker 2: the team in our like Monday marketing meeting, and I
Speaker 2: had to like really pitch this idea. So basically, the
Speaker 2: whole point of our name change is because of trademark
Speaker 2: issues in certain international markets, and so we kind of
Speaker 2: made the decision to change our name in all markets,
Speaker 2: so it wasn't confusing, and so we can continue expanding.
Speaker 2: And so again if you look at NH's history, we
Speaker 2: love doing marketing in a fun and entertaining way because
Speaker 2: life's too short and life's too boring sometimes. And so
Speaker 2: I had this funny idea where I was like, well,
Speaker 2: why don't we pretend like fake taking the team to
Speaker 2: the US. And we did have Chantelle our GM and
Speaker 2: Kelly RCFO already planned to go to the US to
Speaker 2: do some market research and to go to an expo.
Speaker 2: So I think that's kind of where the idea was
Speaker 2: sitting in my head. And then I was like, let's
Speaker 2: do this whole thing where everyone thinks we're in the US.
Speaker 2: And then on April Fall's Day because that lined up,
Speaker 2: which was cool, be like joking not in the US
Speaker 2: because technically we can't trade there. And then go into
Speaker 2: a couple of days of I guess not telling the
Speaker 2: name change, but like just introducing the idea of like,
Speaker 2: well things had to change, things have to move. And
Speaker 2: then I had this really funny idea because I'm so
Speaker 2: attached to naked, Like I'm so attached to Naked it's
Speaker 2: been our identity. It's been something we've played into. It's
Speaker 2: so fun. It makes us very different in the market.
Speaker 3: I feel like if we stood out from the start.
Speaker 2: Yes, And then I think also because most of the
Speaker 2: sports supplements brands, it's very sport supplements like it's very yeah.
Speaker 3: Jim Junkie, Yeah, manly, Yes, more of the performance sort
Speaker 3: of names and that sort of thing.
Speaker 2: But yeah. So I loved that we were always just
Speaker 2: a bit old alternatives. So I was really sad about
Speaker 2: us letting go of naked in our name. So I
Speaker 2: was like, look, let's go out with a bang. The
Speaker 2: original idea that I had in my head was me
Speaker 2: and Cooper actually posing in front of like well known
Speaker 2: billboard locations in like Gold Coast and like Brisbane, but
Speaker 2: that just didn't happen because of timing. It all had
Speaker 2: to come together quite fast and we had stuff on.
Speaker 2: Then we did our billboard campaign, which I'm sure you
Speaker 2: guys saw, where we got naked.
Speaker 3: Most of us can.
Speaker 2: Cooper downright refused and we were like, you're so lame, Cooper.
Speaker 2: All right, we'll photoshop you. So Cooper's photoshopped, but I'm naked,
Speaker 2: and so is someone from the team who I won't name. Basically,
Speaker 2: we wanted to do these billboards that were really focused
Speaker 2: on like, we're going out the way we came in.
Speaker 2: It was time to cover up and really focus on
Speaker 2: the fact that naked was the word that we were
Speaker 2: dropping in the name. And so they're also just like
Speaker 2: a bit outrageous and a bit fun. Again, eyes attention,
Speaker 2: that's the whole point of marketing. And so they went
Speaker 2: up and everyone was like, what is happening, which is
Speaker 2: very very fun to see. The whole time everyone was
Speaker 2: quite confused, which again creates that kind of like what
Speaker 2: are they doing?
Speaker 3: Well, it's the whole point when people rename companies. It's
Speaker 3: just we had to do this. We're just moving forward,
Speaker 3: we're just leveling up. So when you come up with
Speaker 3: this idea, it was way more fun and just different, like, yes,
Speaker 3: I haven't seen anyone do that. So it took me
Speaker 3: a little while just to understand the whole concept because
Speaker 3: I missed the one thing that I missed.
Speaker 2: You missed the marketing meeting, Yeah, flind it to the teams.
Speaker 3: And then when I was on the phone to you,
Speaker 3: it must have skipped out a bit because I was
Speaker 3: going towards my house. But the one key factor that
Speaker 3: I missed was the naked part, like we're stripping back.
Speaker 2: Yes, well, our tagline when we first started Naked Harvest
Speaker 2: was like we've stripped things back, we're naked.
Speaker 3: Yeah that part. I didn't understand that part. I didn't
Speaker 3: hear that part, so I was like, it was so
Speaker 3: confusing for me. But once I heard that when we
Speaker 3: were filming trouper literally.
Speaker 2: On the day that we were like filming content to
Speaker 2: go to the airport, like fakely, he goes, I still
Speaker 2: don't get what we're doing.
Speaker 3: Explaining this to you again, it was in the naked
Speaker 3: photo shoot that I was like, I didn't believe in
Speaker 3: this campaign.
Speaker 2: Yeah, it keeps like I don't understand what's happening. I'm like,
Speaker 2: oh my god, this is so draining. This is my
Speaker 2: life anyway, That's why I do the marketing side of thing.
Speaker 2: But yeah, we wanted to be fun and different and obviously,
Speaker 2: you know when you usually do a rebrand like this,
Speaker 2: you know you get PR and you get people to
Speaker 2: talk about it, and so to be very transparent, this
Speaker 2: is a very cheap way to do our own PR
Speaker 2: and to get people talking about it, to get eyes
Speaker 2: on it. So we just wanted to be a bit fun,
Speaker 2: a bit unique, and I feel like we really did that.
Speaker 2: It is interesting. We had a little bit of backlash,
Speaker 2: people being like I don't get this, or like this
Speaker 2: is a stupid prank. I'm like, live live a little.
Speaker 2: But also I think anything like that shows like for
Speaker 2: someone to go out of their way to comment on
Speaker 2: a marketing campaign, it just shows that you've got like.
Speaker 3: You're doing something right one.
Speaker 2: Hundred percent, you're attracting attention. And so yeah, that was
Speaker 2: kind of the marketing side, which was super fun. And
Speaker 2: then absously we introduced the name and everyone understood it.
Speaker 2: And also I think a big decision behind this. When
Speaker 2: we were talking about it, you know, we were like, oh,
Speaker 2: what's the messaging, Like why do we say we changed
Speaker 2: the name? And there was a couple of kind of
Speaker 2: ideas floating around, but me and Cooper were like, let's
Speaker 2: just tell them the truth, you know, let's just say
Speaker 2: it as it is, because I feel like that's how
Speaker 2: we've always run the company and it's very like what
Speaker 2: you see is what you get, very transparent. So that's
Speaker 2: why we really wanted to use the whole Well, we
Speaker 2: can't trade in the US. That's why we didn't go
Speaker 2: to the US. It just is what it is. Yeah,
Speaker 2: So well, let's chat about some business learnings with this
Speaker 2: whole thing.
Speaker 3: The learnings, like I wouldn't choose anything less than what
Speaker 3: we have chosen, Like, I wouldn't I wouldn't change anything
Speaker 3: because choosing naked at the start really got our scene
Speaker 3: in the industry because when you do look into trademarks,
Speaker 3: it's really expensive. So when you first starting a company,
Speaker 3: like our learnings would be, oh, like you should look
Speaker 3: into your trademarks around the world, but like when you
Speaker 3: first start, you're not really thinking about around the world.
Speaker 3: You're thinking about your suburb. So like the learnings, yeah,
Speaker 3: like we should have got the trademark thing sorted a
Speaker 3: bit earlier, but we just chose naked, and we just
Speaker 3: got caught because I started this whole trademark issue like
Speaker 3: three years ago, and it's taken us about three years
Speaker 3: to finally get this over the line, because I tried
Speaker 3: to trademark naked in the US and that was around
Speaker 3: nine to twelve months, and we got right down the
Speaker 3: end that we got a lawyer letter saying that we
Speaker 3: can't trade in America. Because someone else had Naked in
Speaker 3: supplements and then we had to start again. Definitely a
Speaker 3: lot of learnings, but I wouldn't change anything what we
Speaker 3: did because back then we weren't really.
Speaker 2: Ready to go to America or just yet take it
Speaker 2: international or anything like that, and we weren't a lot
Speaker 2: of resources.
Speaker 3: Yeah.
Speaker 2: Yeah, Well it's like, obviously in a perfect world, you
Speaker 2: pick a name that you can trademark everywhere, and it's.
Speaker 3: Yeah, because it's so much money.
Speaker 2: It costs a lot of money to trademark. So for example,
Speaker 2: even if now you pick a name that's not trademarked,
Speaker 2: when you're ready to trademarket and have the funds to
Speaker 2: trademarket in even twelve months, it might be taken like
Speaker 2: that's kind of like the risk you take. So it
Speaker 2: is definitely something you've got to look into at the start.
Speaker 2: But in saying that, like I don't yeah, I don't regret,
Speaker 2: or like I wouldn't really change it because Naked has
Speaker 2: been such a big part of our identity and also
Speaker 2: like we're changing it to New Harvest, which is and
Speaker 2: new Harvest, so it's still n h. The branding still
Speaker 2: exactly the same. We wanted to keep it, you know,
Speaker 2: very similar, and we'll go through why we did call
Speaker 2: it New Harvest soon. But yeah, basically this whole thing
Speaker 2: did start three years ago when we realize that we
Speaker 2: did want to take Naked Harvest internationally and we like
Speaker 2: we do technically still sell international, Like we have really
Speaker 2: amazing like New Zealand customers, We have people around the world.
Speaker 2: The big thing though, is we're not very accessible because
Speaker 2: the shipping is so expensive from Australia for the customer
Speaker 2: and for us personally, and so you know, to be
Speaker 2: able to you know, export and have our product you
Speaker 2: know maybe in certain locations internationally, you have to have
Speaker 2: a trademark and you have to be able to.
Speaker 3: Try and store, like to be in the big warehouses
Speaker 3: there and like trade trade there, so you need those things.
Speaker 2: Yeah, so it's kind of been a blocker for us
Speaker 2: for the last three years. And we actually decided on
Speaker 2: the name New Harvests three years ago.
Speaker 3: Two yeah, two years ago.
Speaker 2: We actually had our company kind of come in and
Speaker 2: help us with the name change to make sure trademarks
Speaker 2: it made sense, etc. And they gave us a whole
Speaker 2: heap of names to pick from and can you kind
Speaker 2: of like I know it was two years ago, Coop,
Speaker 2: but can you kind of remember why you liked New Harvests.
Speaker 3: Well, it kind of fit like it was fitting in
Speaker 3: my head with change your name new and then it's
Speaker 3: spelt different, it still had the NH symbol. I don't know,
Speaker 3: it just it just felt right, like it was just
Speaker 3: such an inner sort of thing that like it just
Speaker 3: felt it felt good. Yeah, and then it looked really
Speaker 3: professional as well. And I could definitely see New Harvest
Speaker 3: being worldwide. It's or a wad scale, so I don't know,
Speaker 3: it was like really easy once once I saw it,
Speaker 3: it was like that's it.
Speaker 2: Yeah, And I think I also loved it because it
Speaker 2: was simple. Sometimes Naked Harvest is such a long name
Speaker 2: because it's Naked Harvest supplements even on Instagram and whatnot,
Speaker 2: So like I loved that it was like just made
Speaker 2: it shorter. I also love the fact because if we
Speaker 2: think about the name Naked Harvest, it obviously means like
Speaker 2: our ingredients are stripped back, you know, natural as possible,
Speaker 2: and with New Harvest it gives a similar feel. But
Speaker 2: I feel like we as the company has progressed, we
Speaker 2: all also have progressed in the products we offer and
Speaker 2: kind of what we reflect and like New Harvest to
Speaker 2: me feels a bit more spotty. You know, yes, we've
Speaker 2: stripped it back. It's still no feelers, no crap. What
Speaker 2: you see is what you get. But it's like this
Speaker 2: beautiful like New Harvest, because even if you think about supplements,
Speaker 2: you should always been trying to get your nutrition vitamins
Speaker 2: through food, Like that's just an ideal world. But because
Speaker 2: of our soil, because of everything that has gone off,
Speaker 2: because of we're so busy, because of you know, the
Speaker 2: pesticides and whatnot, we're not getting all our nutrition through
Speaker 2: our food. And so even like the word like new harvest,
Speaker 2: because it's like it is quite new age that we
Speaker 2: have to take supplements and we have to go to
Speaker 2: these other sources because our food isn't just it anymore.
Speaker 3: Yeah, And also that we're some people are naturally deficient
Speaker 3: in all the things. I know, I'm naturally deficient in
Speaker 3: B six and.
Speaker 2: Like extensive testing and we found like what vitamins were
Speaker 2: naturally deficient in. Yeah, So why international markets we are
Speaker 2: obviously Ossie made, we're Ossie grown, and this will always
Speaker 2: be our majority market. But also the main idea and
Speaker 2: always from the beginning, the big dream with Naked Harvest
Speaker 2: was to be accessible to that everyday person who wanted
Speaker 2: to enhance their you know, mourning their workout their night,
Speaker 2: and so to be international. We do have community in
Speaker 2: the States, in New Zealand, you know, in Canada. We
Speaker 2: even had like throughout this process of our marketing, we've
Speaker 2: had so many comments being like, yes, I've been waiting
Speaker 2: for you to come to Canada, I've been waiting for
Speaker 2: you to come to the States, etc. And so it's
Speaker 2: very exciting because we just get to reach more of
Speaker 2: our community, we get to be more accessible.
Speaker 3: Australians are one of the leaders in the natural area
Speaker 3: of foods and that sort of thing, because I have
Speaker 3: heard like when people are in the States or other
Speaker 3: countries they buy stuff from Australia because they just know
Speaker 3: it's more natural.
Speaker 2: Have you heard of It is even interesting in the
Speaker 2: supplement world what we've seen, like even flavors for example
Speaker 2: in America, like they have a lot of like lolly
Speaker 2: flavors and they have a lot.
Speaker 3: Of like we'd taken that up.
Speaker 2: We took a lot of ideas whereas we feel like
Speaker 2: Australia we're a bit more not like that, like our
Speaker 2: flavor profile is very different lab and yeah, it is
Speaker 2: very interesting. I think. Also Australians are well known for
Speaker 2: the healthy lifestyle. I see tiktoks all the time of
Speaker 2: people internationally being like, oh my god, I just got
Speaker 2: to the Gold Coast let's say specifically the Gold Coast
Speaker 2: and like everyone's up at five am, they're running, they're
Speaker 2: like having a sayah balls, they're having coffees. And we
Speaker 2: are quite well known to be quite a health focused society,
Speaker 2: maybe a bit more than you know, other markets kind
Speaker 2: of thing.
Speaker 3: So when they've got that Australian made symbol on something
Speaker 3: like it just it goes off more interesting. Yeah, so
Speaker 3: if we can bring that to America.
Speaker 2: Like, of course, we're always looking at competitors, you know,
Speaker 2: doing our research. And for instance, when we were making
Speaker 2: our greens we got a very viral famous greens powder
Speaker 2: from social media that was a US brand, and we
Speaker 2: sent it to our manufacturer because the girls would rave
Speaker 2: about it, and we were like, look, we want to
Speaker 2: do a greens powder. This one like tasted really well,
Speaker 2: but we want to include this, this and this, And
Speaker 2: they tested that greens powder and literally were like this
Speaker 2: is literally lollly water, Like it's not going to do
Speaker 2: anything for you, gut help.
Speaker 3: You didn't have a serve of greens.
Speaker 2: Yeah, it didn't have a serve of greens.
Speaker 3: Yeah.
Speaker 2: We were like so concerned. And I think it's because
Speaker 2: in certain other markets they don't have a lot of testing,
Speaker 2: and it is like a lot of money is thrown
Speaker 2: into marketing, not necessarily the product. And because we believe
Speaker 2: so much in our products and what we bring to
Speaker 2: the table. And again, like our transparency, Like I think
Speaker 2: that's also another thing. It sometimes makes me a bit
Speaker 2: angry knowing that some of the biggest supplement companies in
Speaker 2: the US or Canada or you know what not aren't
Speaker 2: being as transparent, and so it makes me very like
Speaker 2: hungry to be like, well, we need to be over
Speaker 2: there because they need to have an alternative product that
Speaker 2: actually works and is actually good for them.
Speaker 3: Yeah, it's just mass production really you get into the
Speaker 3: bigger things. But we don't want to veer off of that.
Speaker 3: That's goal of ours because I want to stay true
Speaker 3: to our word, which is quality products.
Speaker 2: Premium products. Lastly, let's probably just chat about like when
Speaker 2: this change will be happening, because obviously we have announced
Speaker 2: you guys know about it, but you will still notice
Speaker 2: if you buy certain products there will still be the
Speaker 2: Naked Harvest on it, while we're also selling products that
Speaker 2: have the new Harvest on it. And this really was
Speaker 2: an internal decision because again one of our key pillars
Speaker 2: is sustainability and being a company that focuses on its
Speaker 2: environmental impact, and so to throw out all the old
Speaker 2: packaging of Naked Harvest would just be so silly and
Speaker 2: such a shit show.
Speaker 3: Really well for us anyway, because then it's a it's
Speaker 3: a slower transition to the newer name anyway, so they
Speaker 3: can still get a bit of Naked Harvest as well
Speaker 3: as New Harvest, and great that we don't get to
Speaker 3: throw out a shitloaded products.
Speaker 2: So yeah, that would just be was it was a
Speaker 2: no brainer.
Speaker 3: It was Yeah, that wasn't even a question. Really absolutely,
Speaker 3: we're just going to sell it.
Speaker 2: And so for example, you still might see the Naked
Speaker 2: Harvest packaging from twelve to eighteen months, because we really
Speaker 2: do plan ahead till eighteen months, like that's how far
Speaker 2: ahead we're buying packaging. So also we'd like, we know
Speaker 2: our community, we know that would never be an issue.
Speaker 2: So yeah, that's kind of like just in case you
Speaker 2: guys were wondering. And of course, like we have the
Speaker 2: same brand, like we love the Naked Harvest branding, So
Speaker 2: it's literally just a name change. It's not like a rebrand,
Speaker 2: not a rebrand. And it is really exciting because obviously
Speaker 2: our whole prank of like saying we were going to
Speaker 2: the States with the whole team. It's like, hopefully in
Speaker 2: the future we can do that.
Speaker 3: Because that was depressing, so.
Speaker 2: Depressing going to their pot and being like all right,
Speaker 2: and the team was so excited to go in the
Speaker 2: hummer and stuff. I know, that was so funny. So yeah,
Speaker 2: obviously exciting changes, exciting expansion, and we just want to
Speaker 2: say how much we appreciate you coming on the ride,
Speaker 2: being the best community, letting us change and evolve. I
Speaker 2: think that's the biggest thing too, is you know, even
Speaker 2: the work we do in Rise and Conquer, one of
Speaker 2: our biggest values is evolution, and so this is one
Speaker 2: of Naked Harvest's evolution. Literally you're seeing it as we
Speaker 2: do it, which is really cool. And I hope we
Speaker 2: can kind of like look can be like, oh my gosh,
Speaker 2: remember we used to be naked of us. A new
Speaker 2: Harvest is just like so well known, so expansive, very exciting.
Speaker 2: Any last words, have feelings vibes.
Speaker 3: Not just pumped pumped, just pumped for the vision.
Speaker 2: Yes, and also I do want to put a caveat
Speaker 2: in there. It's not like we are now focusing all
Speaker 2: our efforts and resources into like international markets. It's not
Speaker 2: like that at all. It's we just we don't want
Speaker 2: to get in trouble. I think having my law background too,
Speaker 2: we're very prominent of We just want to make sure
Speaker 2: we're doing all the right things at the right times,
Speaker 2: especially being a brand that sometimes feel we have the
Speaker 2: microscope on us because of my background, you know, Yeah,
Speaker 2: we always do my profile.
Speaker 3: Yeah.
Speaker 2: So we just are very conscious and so even for instance,
Speaker 2: like I'm about to go on to maternity leave, So
Speaker 2: there's not even really any huge plans with international markets.
Speaker 2: It's just us being super conscious and safe and doing
Speaker 2: this before it's ever a problem. All right, my loves.
Speaker 2: Thank you so much for listening, Cooper, thanks so much
Speaker 2: for joining us.
Speaker 3: Thank you.
Speaker 2: If you have no idea about like what we're talking
Speaker 2: about in this episode, go to Naked Harvest Instagram. Have
Speaker 2: a look at all the posts. We did have a
Speaker 2: look at the whole marketing campaign because the team put
Speaker 2: a lot of the effort into it and we're very
Speaker 2: proud of it. And again also let that be a
Speaker 2: little permission shit shit shit, a little permission shit slip that.
Speaker 2: It's like marketing can be fun, being transparent, It's like,
Speaker 2: honestly the funnest job ever. Also, just being transparent with
Speaker 2: your community and in your business. I just feel like
Speaker 2: there's always the way to go.
Speaker 3: It's definitely a lot easier.
Speaker 2: Thank you so much, guys. We'll put all links in
Speaker 2: the show notes if you do want to check out
Speaker 2: it's a new name and all that sort of thing.
Speaker 2: And again, if you're in the nh CO, we love
Speaker 2: and appreciate you and thanks being on the journey.