Zak Normandin is an American entrepreneur and the founder & CEO of Iris Nova, the parent company of Dirty Lemon.
This week on Morning Brew’s weekly podcast, Business Casual, we explore the inner workings of direct-to-consumer (DTC) retail with two of the best in the business: Zak Normandin, CEO of Iris Nova, and Nik Sharma, the strategist dubbed “The DTC Bro.”But this episode is about so much more than every suitcase, toothbrush, and mattress company’s effort to become a “lifestyle” brand (even though we cover that, too).We dive deep into the idea of conversational commerce—aka utilizing text messaging to create a more sincere 1-1 relationship with the consumer. Zak and Nik explain how an influx of venture capital funding in DTC retail can be a net negative on the space.We explain what “cutting out the middleman” actually means for retailers and for customers.After all, DTC accounts for 40% of e-commerce sales growth in consumer goods. to say this movement is going anywhere. Don’t you want to know the ins and outs from the brightest in the business?Want to text Nik? You can reach him at 917-905-2340.
Welcome to Episode 105 of The VentureFizz Podcast, the flagship podcast from the leading authority for jobs & careers in the tech industry. For this episode of our podcast, I interviewed Zak Normandin, Founder and CEO of Iris Nova. Zak is a serial entrepreneur with a deep background in building successful consumer products. It was his first company, Little Duck Organics, that taught him about the CPG industry and how the whole ecosystem works. This organic snacks & cereal company was a success as its products were distributed to over 10,000 stores worldwide including major retailers like Whole Foods, Target, and others. This time around, his new company is selling direct to consumers and they are disrupting a $1 trillion dollar market. The company is called Iris Nova, which is building a platform to launch new brands. However, it is the technological innovations that are core to its strategy and their ability to differentiate themselves in a very crowded market. For example, its first brand is DIRTY LEMON, a high-end beverage line that is the first to be sold via text message in a method that they are calling conversational commerce. Its next offering is called The Drug Store, which is a conceptual retail experience where customers pay for drinks on an honor system. In this episode of our podcast, we cover lots of topics, like: -Zak’s experience in the U.S. Coast Guard, and what that taught him about entrepreneurship. -The background story on Little Duck Organics and how he navigated through the ecosystem and ultimately land distribution at Whole Foods. -The details on Iris Nova, DIRTY LEMON, and The Drug Store… and how they are disrupting the beverage industry and changing consumer buying habits through technology. -Why Coca-Cola’s Venturing & Emerging Brands unit invested in the company, plus other VC firms and notable names like Tim Armstrong, Gary Vaynerchuk, Kate Hudson, Alex Rodriguez, and others. -Advice for entrepreneurs looking to start a food or beverage company. -Plus, a lot more. Did you know that we’ve published over 30 interviews with leading entrepreneurs and investors across NY tech? Thank you so much for listening. We have several more episodes coming soon, but if there is someone that you think we should be interviewing, we are always up for suggestions. Just send them to Lastly, if you like the show, please remember to subscribe to and review us on iTunes, or your podcast player of choice!
This week we’ve got Zak Normandin, the Co Founder & CEO of Dirty Lemon Beverages Dirty Lemon make functional beverages designed to help you get better sleep, elevate your metabolism, or just look your best. Zak and the team have created a red-hot brand that’s been a hit with consumers. But as we learn in this interview, there’s so much more to it than that. Dirty Lemon is the first consumer brand in the world to offer products exclusively via text message.
In this episode of Making the Brand, Billy interviews Zak Normandin, founder and CEO of Dirty Lemon. Dirty Lemon, based in New York and LA, is best known for their functional wellness beverages - consisting of ingredients like charcoal and dandelion. Zak discusses how he ended up starting a beverage company, his unique distribution model, and advice he has for future CPG entrepreneurs of the world. See for privacy and opt-out information.
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Creator Details

Jan 29th, 1948
Episode Count
Podcast Count
Total Airtime
2 hours, 44 minutes
Podchaser Creator ID logo 713236