The Silicon Review
“One of our biggest focus areas is getting Pickle Juice® in the hands of people when they need it the most.”
If you are sleeping or betwixt and between a tough work-out when a muscle cramps strikes, you know how painful and enfeebling it can be. The excruciating, involuntary muscle contraction emanates suddenly without any warning, leaving you to deal with the aftermath. It often occurs in middle-aged and older people and is common in athletes. Though they are harmless, usually harmless, they can wreck your day.
The most common causes of muscle cramps include dehydration, imbalance or deficiency of electrolytes, muscle strain, and extended periods of exercise. Recent research and studies suggest that electrolyte beverages are a better option to help decrease muscle cramps. Electrolytes are important minerals that maintain water balance, regulate blood chemistry and control muscle action. Adding electrolytes to water helps maintain fluid balance due to its effect on extracellular fluid osmolality and volume, relieving people with muscle cramps.
The Pickle Juice Company is one such firm that is the creator of the first sports drinks proven to relieve muscle cramps—Pickle Juice®. The company's proprietary recipe was developed specifically to help prevent dehydration and muscle cramping caused by heat and muscle exertion. It is sugar-free, caffeine-free, gluten-free, non-GMO, and has no artificial colors or flavors. Pickle Juice is used by athletes, the military, people working in strenuous or hot environments, and people who suffer from nighttime leg cramps. It is vastly more effective than the common pickle brine.
Pickle Juice® uses a proprietary grain and blend of vinegar that blocks that nerve signal being sent from brain to muscle that initiates cramping. Pickle Juice's organic, briny beverage is the only scientifically backed solution to prevent muscle cramps.
The Pickle Juice Company was set up in 2001 and is based in Mesquite, Texas.
Filip Keuppens, VP of Global Sales and Marketing of The Pickle Juice Company, spoke exclusively to The Silicon Review. Below is an excerpt
Q. Pickle Juice is the only product on the market scientifically proven to stop muscle cramps. Splendid. How did this idea come to your mind? Was there any prior experience that led you to the establishment of the company?
Athletes have long used Pickle brine to fight cramps and stay in the game or competition. There was Blake Coleman of the Devils NHL team who drank some during a game in the penalty box. And Philadelphia Eagles players who used it to stay hydrated and stop cramping during record high temperatures at a game. We looked to join the sports beverage market with a product that truly helps athletes, and Pickle Juice was the solution.
Q. Pickle Juice® uses a proprietary grain and blend of vinegar that blocks that nerve signal being sent from brain to muscle. Would you like to elaborate on this a bit more?
For years, we've been led to believe that muscle cramps are a physiological issue and have treated them accordingly. The Pickle Juice Company has taken up more recent science that discovered that muscle cramps are neurological by nature and applied it to create a unique and since proven more effective way to combat muscle cramps.
Q. What are your focus areas? Please share an overview.
One of our biggest focus areas is getting Pickle Juice® in the hands of people when they need it the most. Whether it is endurance sports, team sports, or more sedentary people that suffer from nighttime leg cramps, we want to get people our product and let the results speak for themselves.
Q. Keeping disruptive innovation in mind, how do you plan to transform the market you're currently serving?
We developed a hybrid go-to market strategy that is part experiential marketing, part traditional CPG, and part mission-based company. Our ‘product discovery go-to market concept relies on engaging with people when they need our product through event engagement. Rather than paying for media, we rely on our community of consumers and brand ambassadors to share their experiences with our products which we feel presents a much more genuine and valuable message to the market.
Q. Forming and managing innovation teams is overwhelming. That said, how do you keep your decision-makers focused?
It starts with our culture. Our organization has a very flat hierarchical structure that is based on developing new ideas and results. Output is valued more than input, and all members of the organization are encouraged to lead with ideas and always have at least two ‘resume-worthy’ projects going on in addition to their day-to-day responsibilities to allow them to be focused on new ideas and the next thing for the company.
Q. What new endeavors is your company currently undertaking?
We are in the process of opening a new manufacturing facility that will quadruple our manufacturing capabilities, allow us to launch new products, and begin co-packing for business partners. Our first new product will be Broad Spectrum, THC-free CBD shot that will aim to be the most potent and lowest-cost product on the market.
The Visionary Leader at the Helm of The Pickle Juice Company
Filip Keuppens is the VP (Global Sales and Marketing) of The Pickle Juice Company. With a background rooted in sales and operations management along with managing teams in e-commerce, club, specialty, and grocery classes, his experience is driven by solution-based products and innovation.
Prior to joining The Pickle Juice Company, Mr. Keuppens served as director (sales) of 20th Century Fox and key account manager of Warner Home Video, which taught him the value of testimonials and 3D messaging. His approach with Pickle Juice is not just touting product properties but also offering consumers a visualization exercise in performance achievements and rewards.