Panache 2023: Better For You Beverages
DeliveryRank meets Ameeta Jaiswal-Dale, Co-Founder & CEO of Panache. Her journey began when she ventured into the Minneapolis Grain Exchange, pondering apple juice futures. With a background shaped by her upbringing in Southern Asia and Europe, she realized the absence of healthy, low-sugar beverages in her American household. Ameeta's passion for fruits, nurtured from her childhood experiences, led her to establish Panache, celebrating the diversity of the apple and infusing it with her life's wisdom.
Panache LLC blends traditional Ayurvedic practices with modern beverage production. Could you share how this synthesis influences the creation of your juice infusions and hard cidre, especially in terms of promoting wellness while honoring ancient traditions?
Panache began in response to an unmet need, leveraging my unique strengths as the founder. My background, originating from South Asia and schooling in Brittany/Normandy, France, exposed me to diverse experiences. I grew up equally immersed in ayurveda (the food science behind yoga dating back to ancient times) and the techniques of making cider (tracing back to Gallo-Roman times), living these lifestyles firsthand.
As an immigrant to the US in the 1980s and 1990s, I struggled to find elements that catered to these diverse lifestyles. The predominant "corporate food" culture and emphasis on "convenience/utility/price" didn't align with my preference for a lifestyle closer to nature and less processed.
The landscape began shifting in the 1990s, particularly in Minneapolis/St. Paul, with increased immigration, renowned chefs entering the region, and improved availability of better-quality bread, Hmong produce at farmers' markets, and diverse eateries. Raising a family during this time, I desired to share with them the traditions I cherished, rooted in ancient wisdom, and more closely aligned with nature.
Recognizing the changing preferences among more aware millennials, who sought diverse experiences through travel, I founded Panache. I initially focused on apple-based products, infusing juices with botanicals using ayurveda, extending their year-round use beyond the fall apple-picking season. Expanding on this, I ventured into crafting French-style hard cider, drawing from my accumulated knowledge of food and its benefits.
The onset of Covid posed a significant challenge, almost crippling Panache. However, the pandemic-induced shifts in eating habits and a growing emphasis on balanced lifestyles have since become a lasting trend. Panache is now capitalizing on these changes and is beginning to flourish again.
With the foundational product lines of non-alcoholic infused juices and hard cider firmly established, Panache plans to leverage ayurveda and French fermentation methods to create port and brandy. As we continue on this journey, the aim is to produce exceptional beverages that merge ancient wisdom with modern tastes.
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The authenticity of centuries-old food production techniques relies on fundamental elements largely controlled by Mother Nature - soil, water, seeds, and the preservation methods developed over centuries through trial and error. These principles form the bedrock for both ayurveda and the French method of cider production.
Sadly, most of Minnesota's apple production stems from recent GMO discoveries in university labs. Post-prohibition and after World War II, there was a surge in demand to feed the growing population, leading to genetic alterations in apples. Prohibition nearly wiped out the genetic authenticity of apples in the US, but some orchards preserved these unique varieties that weren't solely intended for table consumption. Opting against the mono-culture of producing a few varieties for eating, certain orchards, spared from apple cutting during prohibition, maintained other varieties suitable for cider and sugar production. Panache carefully sources apples from these orchards to capture the genetic authenticity associated with Minnesota's soil and weather conditions.
Building on this foundation, we employ ayurvedic infusion traditions. When two compatible ingredients merge, they enhance each other's value, creating a more potent compound than their individual elements. Additionally, we utilize the French tradition of double fermentation, integrating Minnesota-grown apples. This authenticity in employing centuries-old techniques is the real value addition to Panache beverages, setting us apart. Our approach isn't about replicating ayurvedic and French methodologies but adapting them to our soil, produce, water, and other natural variables as Mother Nature presents them to us.
As Panache expands, our goal is to adapt these techniques to other apple-producing regions, similar to fine wines that reflect the characteristics of the grape-growing region.
The company emphasizes sustainability and community support. How does Panache ensure that its sourcing practices and technological innovations align with these core values, especially regarding apple harvesting and the development of the Apple Optimization (AO) algorithm?
At our company, we prioritize sustainability and community support by collaborating with smaller family-owned orchards and those dedicated to fruit production. This approach allows for better resource utilization and a diverse revenue stream. Unfortunately, this practice, while currently viable in most parts of southern Minnesota, may not be sustainable for much longer. Over 50% of Minnesota's land is devoted to agriculture, contributing significantly to the state's revenue. However, the majority of this revenue comes from a few grains - corn, soybeans, and wheat - cultivated across large expanses of land.
The transformation post-World War II has led to approximately 78% of Minnesotans residing in urban areas today. This shift has depleted small communities and reduced the diversity in agricultural production and lifestyle offerings from smaller acreages. This transformation contradicts the essence of a balanced lifestyle, sustainability, and thriving community living. By partnering with smaller family-owned orchards and providing an alternative procurement route beyond retail store offerings, Panache strives to contribute its small effort to support communities and promote sustainable agricultural practices.
Moving forward, we aim to expand these efforts with the implementation of the Apple Optimization algorithm. This technology will enable better triage and extended use of apples, allowing us to explore uses beyond consumption, thereby promoting sustainability through varied harvesting times and multiple fruit applications. To achieve this next stage, Panache is actively seeking like-minded partners willing to go the extra mile in supporting sustainability and community engagement.
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Our research and development for both product lines are deeply rooted in the teachings of ayurveda and the traditional Norman style of cider production. These foundational principles were crucial in beta testing our product lines for taste and health benefits. As we move towards scaling our operations, we are grateful for the support of multiple stakeholders who assist us in authenticating, verifying, and substantiating the taste, healthfulness, and overall profiles of our beverages.
These stakeholders comprise public and private platforms, all based in Minnesota, that strongly align with our values. They actively contribute to extending the value added to Minnesota's agricultural sector, steering it away from dependence on a select few large entities like Cargill and CHS. Panache has seamlessly integrated into this network, becoming an integral part of this larger tapestry of supporting sustainable agriculture and diversified practices.
Panache aims to provide beverages suitable for various occasions, from daily consumption to celebratory moments. How do you envision consumers incorporating your hard cidre and juice infusions into their lifestyles, and what unique experiences or versatility do these beverages offer to consumers beyond traditional consumption?
We're inviting consumers to rediscover beverages as they were before the era of convenient sodas. Today's consumers are open and ready for this exploration. Our initial product lines, including four unique infused juices spanning from gut to brain health, cater to busy lifestyles. Additionally, our simple yet authentic hard cider serves as our cornerstone, appealing to consumers to build confidence and loyalty in our brand.
Panache hard cider is celebratory just as any champagne but it is available at 1/3 the price of a champagne bottle! and just as effective since the hard cider is also dry / bubbly/ golden/ and it pops like champagne! Offered at a third of the price of a champagne bottle, it fulfills multiple consumer needs. It can be enjoyed akin to a "kir royale" or integrated into cocktails, spritzers, or a range of offerings that can reduce the overall alcohol content if served at events. Typically at events, a variety of alcoholic libations are on offer - hard liquor / cocktails / wines and others - ranging from ABV 45% to beer at 4%. Including Panache hard cider among this portfolio of offerings can maintain the quality but bring down the overall ABV available to consumers, offering a healthy alternative to hard liquor as the festivities progress or within a range of offerings that can reduce the overall alcohol content if served at events.
Similarly, our non-alcoholic infusions, brimming with botanicals and berries, serve to balance our daily food intake. But who wants to eat a bowl of bitter aronia berries or sour cherries, or even consume a spoonful of turmeric in their hectic daily routine? Probably not many. However, these ingredients can be utilized in smaller quantities over ice, in smoothies, or mixed into mocktails and cocktails.
Panache isn't simply offering beverages for traditional consumption; we're presenting the opportunity to integrate these drinks into everyday routines in a multitude of innovative ways. Our next steps involve expanding our product lines and packaging, making it more convenient for consumers to enjoy these beverages beyond the conventional methods. However, to achieve this, we need to prioritize cash inflows and brand establishment, ensuring we continue to offer the best to our current and future consumers.
I have one lovely story - I often engage in direct selling to consumers at events and Farmer's markets, where our products have gained popularity across different age groups. During one such event, a young teenage boy approached our table, curious for a sample. He tried our turmeric infusion, praising its taste, and proceeded to sample all our other products with a serious expression. Then, turning to our team behind the stall, he confidently declared, "I'll be back." We took it lightly, not expecting much. However, to our surprise, 15 minutes later, he returned with his mom, grandma, and siblings in tow. He turned to his grandma and suggested that she should have our juice instead of just turmeric pills. After spending some time with us, the family ended up purchasing four cases - one of each product variant, catering to the preferences and needs of every member.
What role/advantage do the natural sugars, carbohydrates and calories in your juices provide?
I'm passionate about educating people regarding calories, sugars, and nutrition. It's crucial to understand the differences between natural and processed sugars. I emphasize the importance of consuming natural calories from food rather than relying on sweets like cookies or chocolates. I am of Asian origin, and I highlight the benefits of certain foods such as clarified butter (ghee), despite their calorie content, as they contribute to a balanced meal. In moderation, all foods, when minimally processed and as close to nature as possible, have benefits regardless of the high calorie content. My concern lies in dispelling misinformation about nutrition. Watch the space!
If you would like to find out more about Panache, please visit https://www.panacheapple.com/