Matt Bennet, DREAMS AREN'T THIS GOOD

What’s the inspiration behind Dreams Aren't This Good?

DREAMS AREN’T THIS GOOD was the tagline of a previous name that I was going to call the company, and as I dove in further into figuring out how to even get started in the journey, I got a much greater vision of what the company could, should and would be.  I realized that there was not one single lifestyle salsa brand out there.  Zero brand loyalty.  And absolutely no excitement around any salsa brand (and I know, being from Texas) that is greater than just a product on the shelf.  There was no brand for today’s consumer that focused on what’s important to them —clean products, cool packaging/content, and a connection to a cause.  

Your plan is to bring a lifestyle branding to salsa, pretty unheard of for a condiment! How and why?  

We see a massive opportunity to create a new type of salsa brand, one for today’s consumer that cares about causes, communities and connection to what’s important to them.  We believe that in order to create a great lifestyle brand you have to create something that’s “transferrable,” meaning it’s not defined to one thing.  

And just like the incredible lifestyle brands before us - RedBull (lifestyle marketing), Ben & Jerry’s (flavors + philanthropy) and Apple (tech + design) - we are taking from the best, and changing the way people experience our products/brand, and the category as a whole!The team at Snallygaster

Philanthropy is a core part of your brand. How did you choose/connect with your 'Flavor Partners'? 

I always wanted to give back upon starting this, but I didn’t know how.  And throughout the process of getting everything up and running, a couple things happened to give me our unique strategy. 

We choose songs that inspire us and the flavors we put out, and then I find the most authentic partner possible that carries the “spirit” of the flavor and we donate $.05 for every jar/bag sold back to our flavor partners.  

Not many people think 'salsa' and then 'style'. Tell us about your decision to move DATG merch, and how you work with designers! 

Every great lifestyle brand is able to create different products while still keeping the same brand feel and experience.  So DATG fashion apparel is a long term play as part of our brand inspired by the people of NYC. 

We design everything in house and keep things very simple currently with our “Cartel Collection, Cause Collection, and Clouds Collection”. While fashion is not a massive focus for us at this time, we are building the foundation and as our brand grows this will become its own “pillar” within the overall DATG brand!

What does your taste-testing process look like? 

When coming up with a flavor, I first think about what inspired this flavor - which song, which ingredients, where was I, etc.  I then create the flavor at home and keep messing around with it until I believe conceptually it’s an actual contender.  Then we decide on a name and a flavor partner.  

As for actual taste testing I keep the circle very small, as they say, you never want too many cooks in the kitchen… ;) 

How do you define innovation?

Pushing boundaries on “what something is” and/or creating products that have never been done before.

For example:  our focus is flavor, not heat level.  We take the opposite approach of every brand and work to continue to push our own boundaries on what flavors we can create.  What “fantasy flavors,” as we call them, can we put out that inspire others?  Do they wow people and make them think about “what is coming next?”    

Additionally, we are always focused on creating experience.  Triangular chips don’t fit in round jars, so we evolved to 9.5 oz jars to create the perfect consumer experience.  We designed our chips to be firm enough to actually scoop the salsa like a spoon. The best experience is warm chips and cool salsa.  So we created the first ovenable chip bag.

This type of innovation that is focused on solution and experience is just the start of where we’re really taking things.Posing at Brightvibes

How do you handle risk and competition?

I don’t focus too much on “competition.”  I do pay some attention to things that other brands are doing on social media, for example.  But overall, I’ve learned that this often is just wasted time and energy from what we’re focused on creating, doing, being. 

As for risk, I do the best I can to calculate the priority of it such as, does it give us an opportunity where nobody else can play?  Does it give us brand leverage to own a “vertical?”  Is it a game changer?   Will it break the company if it doesn’t work?   

I attempt to view everything with the #1 rule in mind - brand over everything. 

Do you have any superstitions? 

Nothing really detailed.  I do generally keep my wardrobe simple - DATG t-shirt/hoodie, jeans, lucky Whalebone hat (it’s got some mileage on it, so I’ll be rockin it until it falls apart).  

Why did you decide to raise from the crowd via Republic?

We felt that putting our company in front of a community of investors and “opening it up to the people'' was in our best interests to best balance fundraising and operations.

What’s your team culture like? 

Our team is the best, and I am so thankful for the team we have built so far!  It’s not always rainbows, as we work nonstop to bring our vision to life everyday.  But, our team is made up of people that show up, that believe 100% in what we’re doing, have all put their fingerprints on our brand and make the most of every opportunity.  The thing that I am most proud of about our team culture is that we all understand that it takes us all.  We’re building something greater than just “selling products,” and everyone on our team is here because they know it’s not about them - it’s about us.

A fun photo op

What do you like to do in your spare time? 

I love hanging at breweries, enjoying a good beer and chatting with friends. I also enjoy traveling when I can, or hitting up a great concert, especially EDM. 

Are there any apps or gadgets that you can’t live without? 

Phone, computer and earphones (or Airpods to be specific), simply because I need music/sound nonstop.  Outside of this I’d say notebook (i.e. moleskin) as I always love having a place to write things down that are just for me, inspire me, or so I can always come back to them.  

If you could give yourself one piece of advice 5 years ago, what would it be?

Always remember that you’re always exactly where you’re supposed to be.  

What’s the best piece of advice you’ve received?

Many years ago, I was told “keep zigging and zagging until you get there, wherever that is for you.”

In doing/creating/being who I am (living my purpose), I will continually get “punched in the face.”  Literally everyday.  I just have to keep getting better at dodging punches, and keep my feet moving. They better be ready when I punch back...