Tom Bannister, founding father of Tom’s Good 10.
To say that promoting govt Tom Bannister likes granola is an enormous understatement. What started as an off-the-cuff appreciation for the breakfast cereal turned a “real love” (his phrases!) over time. Each time he traveled together with his spouse Eva Chen, they’d at all times make a degree to pattern the native granola. “I’ve had granola from Tokyo to Detroit and in all places in between,” Bannister stated. Chen, the director of style partnerships at Instagram and a style influencer in her personal proper, would movie ironic TED Speak-style Instagram tales of him critiquing granola.
Unable to seek out the proper granola (and with additional time on his arms due to a worldwide pandemic), Bannister started to make his personal with the “assist” of his three children and Tom’s Perfect 10 was born. When he first launched the subscription-based Taste of the Month granola membership, it had a waitlist of greater than 17,000 individuals and have become often known as the “Birkin of Granolas.” Past launching a brand new taste each month, the model is exclusive in that it features a scorecard for purchasers to fee the granola out of 10 throughout six classes which embrace style and creativity. As soon as month-to-month flavors are bought out, they’re gone eternally, however distinctive flavors that earn an ideal 10 ranking develop into everlasting and can at all times be accessible for buy. “I’ve been overwhelmed by the responses, recommendation and common encouragement I’ve gotten from followers on IG on this granola-making journey,” Bannister stated. Because the model first launched in October 2020, greater than 50,000 orders have been fulfilled—which is about 15 tons of granola.
A bowl of Tom’s Good 10 Basic granola.
To this point there have been 20 flavors of Tom’s Good 10 granola, the most recent of which is Island Acai. Solely three flavors have achieved an ideal 10 ranking: Ginger Zing, Basic and Golden Apple Cider, although Bannister notes that Black and White Matcha got here very shut. Different previous flavors embrace Blueberry Lemon, Chocolate Peppermint (his spouse’s favourite), Horchata Fig, Blackberry Chai, Flaming Chocolate, Piña Colada, Mangonada, Final Tango (a tangy mixture of strawberry, kiwi and balsamic vinegar), Salted Caramel, Black Forest, Smoky Chocolate, Tea My Pricey (bergamot, dried lemon and yogurt) and Chai Colada.
“I discover inspiration in all places,” Bannister stated. “Tea My Pricey was impressed by Sting’s tune Englishman in New York, strolling round New York and browsing native tea outlets. I attempt to make my flavors seasonal; this July’s taste was Chai Colada and final July we did Mangonada. I like to make use of distinctive components and spices and attempt to shock my viewers with uncommon pairings and taste mixtures. Generally it really works, and different occasions it’s a bit too experimental for individuals’s style.”
I had the chance to attach with Bannister and chat about all issues granola and Tom’s Good 10. I’ll let him take it away from right here.
Abigail Abesamis Demarest: Speak to me in regards to the model identify, and your obsession with “excellent” granola flavors.
Tom Bannister: We felt the identify Tom’s Good 10 captured the story behind the model. It’s a nod to the granola TOMtalks I used to do, which might at all times finish with a rating. My spouse and I are each storytellers. Eva is a kids’s e-book author and former style editor and I’m a producer. Now we have spent most of our careers within the inventive arts so we very a lot see manufacturers, merchandise and the world via the prism of tales. I consider there’s a excellent granola on the market for everyone!
The guts of the model is the story of my journey to discovering that excellent granola and welcoming individuals alongside for the experience. However I additionally suppose the model is about being imperfect. I’m not an important prepare dinner. I realized to do that in public out of my consolation zone, so in some ways Tom’s Good 10 is about being okay with being imperfect. It has taken me a very long time to study to be snug with being imperfect and unmanicured on the very public discussion board of Instagram.
Luggage of Basic and Ginger Zing, two granola flavors which have acquired excellent scores from … [+]
Demarest: What’s the R&D course of like? How far forward do flavors have to be finalized?
Bannister: Generally it’s simple and I nail the recipe the primary time round (Piña Colada was an instance of 1). Different occasions I would discover myself making the recipe 20 occasions till I get it proper (like Child Blue, a taste I made in honor of my son River’s beginning). There are additionally different components at play, akin to availability of components in bulk and preparation time. My spouse and I as soon as personally zested 300 lemons—by no means once more! My spouse Eva at all times tells me to not overthink issues. Generally you may get hooked up to an thought. For instance, I’ve at all times needed to make a granola impressed by a Darkish ‘n’ Stormy however I simply can’t fairly get the flavors of that cocktail to work as a granola. I’ll even be completely sincere—I’ve additionally had one or two flops. I did a Smoky Chocolate taste that was polarizing (some individuals love a savory chocolate, others don’t love a smoky vibe) and a recipe I did final summer season referred to as Final Tango with strawberries and balsamic vinegar wasn’t as fashionable. The character of the suggestions loop and scorecard course of has allowed me to enhance my granola-making abilities manner sooner.
At any given level I’m refining two or three completely different flavors. It’s the top of July now and we’re mapped via September. As we proceed the method I think about I’ll work additional out!
Demarest: To you, what makes an ideal granola?
Bannister: My “excellent” granola is much less a couple of taste profile and extra in regards to the texture and pleasure of every chew. Each chew ought to really feel and style distinctive. Nobody chew must be the identical—nearly like a bit mini journey for the tastebuds. I’ve tried to seize that feeling within the advertising and storytelling round our ‘Basic’ taste. I view Basic as nearly an all-American street journey of style and near what most would contemplate “excellent.” It’s healthful however nonetheless barely adventurous with chocolate, cherries and golden raisins. There’s additionally a contact of cinnamon, which lends a splash of mystique.
Demarest: What’s your favourite solution to get pleasure from granola?
Bannister: I’m a granola purist and have a tendency to eat it by itself, by the handful. I can’t lie, our residence has a fantastic dusting of granola crumbs on the ground at any given level however I chalk that as much as testing the product continuously.
Demarest: What’s subsequent for Tom’s Good 10?
Bannister: I’m not a world domination form of man—I simply love creating issues that folks get pleasure from. We’re starting to consider retail partnerships however in a equally natural style to how we launched. We wish to begin small and make selections based mostly on what feels proper for the center of the model. Now we have some enjoyable collaborations with equally minded manufacturers coming within the fall as nicely. And now we have our first vacation launch developing! This journey has been so sudden for us and actually so enjoyable and rewarding. I by no means thought I’d be flexing my granola obsession into an precise product that 1000’s of persons are having fun with.
