In late 2024, we interviewed the Brodo team—chef and founder Marco Canora and CEO Andrew Garner—at Marco’s Hearth restaurant in East Village, Manhattan. We explored Brodo’s origins, future plans, and the role WooCommerce played in their journey. The video and edited transcript are presented below.
Marco
Brodo is a broth company I launched in 2014, selling hot broth from the restaurant’s back door. My health journey inspired the idea, replacing my excessive coffee intake with our restaurant broth. This change improved my well-being, leading me to sell it as a product, marking Brodo’s inception.
Marco
Brodo expanded significantly over the past decade. Initially, we focused on retail, opening five shops across Manhattan. However, the hot beverage market faced challenges during summer months and the Covid pandemic. We eventually transitioned to manufacturing shelf-stable products, boosting Brodo.com as our core business. Maintaining one shop window provides valuable customer interaction without the burden of multiple locations.
Marco
Launching this product was complex. I initially underestimated the challenges of commercializing broth. Most commercial broths use meat paste and water, but I wanted to replicate the traditional method of cooking for 12 hours with bones, which was initially rejected by manufacturers. After several partners, we found one that matched our vision. The journey involved learning about packaging, production, and distribution, but we succeeded after ten years.
Marco
Our team evolved from managing five shops to a lean operation supported by WooCommerce and key partners. This allows us to focus on Brodo.com, with hopes of one day reintroducing shops. Our mission remains to provide nourishing foods, aligning with our restaurant’s values.
Marco
Customer feedback has been positive, with stories of health benefits like improved joint pain and acne. I believe our product supports gut health, crucial for a strong immune system. Online sales allow us to control our messaging, ensuring customers understand our product’s value.
Marco
Selling a million cups of broth validated our concept. Key milestones included finding reliable manufacturing partners and creating a shelf-stable product, which expanded our online business.
Andrew
We adopted WooCommerce in 2016, scaling from shop deliveries to processing over 10,000 monthly online orders. WooCommerce’s flexibility supports our growth, allowing seamless integration with our blog and customer engagement.
Andrew
We briefly tried Shopify but returned to WooCommerce for its customization and control. Understanding WooCommerce’s elements enhances our business, offering a competitive edge.
Andrew
WooCommerce is central to Brodo.com, paired with AutomateWoo for fulfillment. It enables customer segmentation, personalizing shipments and communications. Subscriptions form a significant part of our business, but we prioritize flexibility for our customers.
Andrew
Product quality is paramount. Transitioning from shops to packaged products required clear communication, leveraging our established brand trust. Educational materials support customer understanding and engagement, enhancing their experience.
Andrew
Fulfillment involves customization, offering variety packs and subscriber flexibility. WooCommerce supports personalization at scale, enhancing customer satisfaction.
Marco
Our differentiation lies in traditional production methods, maintaining quality and cultural values. Our small but dedicated team focuses on improving lives through quality food, prioritizing mission over profit.
Andrew
Brodo’s success stems from transparency. Marco’s cookbook shares our broth recipe, reflecting our openness. Our partnership thrives on honesty, benefiting the business.
Advice for New Merchants
Marco
Create a product customers love, and success will follow. WooCommerce has been instrumental in our growth.
Andrew
Start small and gather feedback. Be open to change while staying true to your values. Success requires balancing customer input with core principles.
What’s Next for Brodo?
Andrew
We aim to increase broth’s presence in kitchens nationwide. As a timeless comfort food, we hope more people embrace its nutritional benefits.
