{"id":8059,"date":"2014-12-24T09:00:00","date_gmt":"2014-12-24T14:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=8059"},"modified":"2020-03-30T23:20:43","modified_gmt":"2020-03-31T03:20:43","slug":"meet-mantry-brand-new-way-discovering-americas-best-artisan-food","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/meet-mantry-brand-new-way-discovering-americas-best-artisan-food","title":{"rendered":"Meet Mantry: a brand new way of discovering America\u2019s best artisan food"},"content":{"rendered":"<p dir=\"ltr\">When I first discovered <a href=\"http:\/\/stevesicecream.com\/\">Steve\u2019s Ice Cream<\/a>, a small batch ice cream company based in Brooklyn, New York, it was like I had found frozen dessert nirvana. I freaked out after taking a spoonful out of my first pint of Sweet Corn &amp; Blackberry Preserves, and that\u2019s when I realized that discovering up-and-coming food makers across the country is like being let in on some of culinary\u2019s best kept secrets.<\/p>\n<p dir=\"ltr\">The same feeling ensued when I first walked into <a href=\"http:\/\/mantry.com\/\">Mantry<\/a>\u2019s two-person office at WeWork Soho. The space looked lived-in (the team has been there since 2012), despite the lack of extraneous furnishings. I found the usual office suspects like simple desks and black chairs, but the piece de resistance was a shelf crammed with small, wooden crates filled with artisan food gems, such as <a href=\"https:\/\/wineforest.com\/pages\/storeitems\/wfs_elderberryshrub.html\">Wild Elderberry Shrub<\/a> made from hand-picked wild elderberries from Napa, California; stone-ground <a href=\"http:\/\/www.oliveandsinclair.com\/\">Olive &amp; Sinclair chocolate<\/a> from Nashville, Tennessee; and a bottle of their favorite <a href=\"http:\/\/apinya.co\/\">Thai Chili Sauce<\/a> from Herdon, Virginia.<\/p>\n<p dir=\"ltr\">The occupants of this unique space are Reggie Milligan and Anthony Hancock, who co-founded Mantry, along with Kyle Zien in 2012.<\/p>\n<p dir=\"ltr\">A subscription service that captures America\u2019s tastiest offerings, Mantry finds the best artisan foods and delivers them directly to customers&#8217; doors.<\/p>\n<p dir=\"ltr\">Geared towards men, Mantry wanted to target the group of guys who wouldn\u2019t typically hang out in farmers\u2019 markets, but would ultimately enjoy products like whiskey salami from Utah or Bourbon barrel-aged maple syrup from Vermont.<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140619-Mantry-1.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8872\" alt=\"mantry reggie milligan tony hancock wework soho\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140619-Mantry-1.jpg?resize=3905%2C2024\" width=\"3905\" height=\"2024\" data-wp-pid=\"8872\" \/><\/a><\/p>\n<p dir=\"ltr\">\u201cWe\u2019re guys, and we know that guys are usually pretty easy to impress when it comes to food,\u201d says Reggie, the co-founder and creative director who writes all the recipes, chooses and photographs the products for each Mantry box.<\/p>\n<p dir=\"ltr\">Much like a food-of-the-month club, the growing startup sends out wooden crates filled with full-size, hand-selected artisan products, and a detailed booklet full of recipes, applications, and stories about each product, all revolving around a specific theme like \u201c<a href=\"https:\/\/mantry.com\/box\/hecho-en-america\/\">Hecho en America<\/a>\u201d or \u201c<a href=\"https:\/\/mantry.com\/box\/thank-you-new-england\/\">Thank You, New England<\/a>\u201d.<\/p>\n<p dir=\"ltr\">\u201cThe application is important because it\u2019s the one thing to get the product, but we\u2019ll show you five quick ways to incorporate the product into your meals,\u201d says Reggie.<\/p>\n<p dir=\"ltr\">\u201cOne time, we sent a really cool <a href=\"https:\/\/squareup.com\/market\/peguero-pistachios\/butter\">pistachio butter<\/a>, and we included a recipe to throw it in with bananas and almond milk for a smoothie.\u201d He further explains that their customer probably already loved it on toast, but now they\u2019re using the pistachio in new ways that enhances their tasting experience. It\u2019s this same philosophy that the team aims to carry across in all their boxes.<\/p>\n<p dir=\"ltr\">The Mantry team recommends customers to incorporate the products seamlessly into their lifestyle. For example, ditch the restaurant for a night and invite some friends over for a meal.<\/p>\n<p dir=\"ltr\">\u201cTrust us, put like a pint of ice cream on the table and top it off with one amazing salted caramel sauce and some peanuts. Watch what eight people do, two glasses of wine deep,\u201d says Reggie. \u201cAnd all you\u2019ve done is rip the top off three containers. People will think you\u2019re a legend.\u201d<\/p>\n<p dir=\"ltr\">Deciding to forgo the typical online food store route, the Mantry team went with the subscription model because it allowed them to have more flexibility. \u201cWhen you\u2019re just selling one bottle of hot sauce to a guy, you might only have him as a customer once and never see him again,\u201d says Tony, co-founder and chief technology officer. He further explains, \u201cAt least with a subscription model, we\u2019ll have that guy as our customer for at least a month until they cancel.\u201d<\/p>\n<p dir=\"ltr\">It\u2019s the element of surprise that\u2019s been keeping their customers waiting patiently each month, and eventually clamoring for more.<\/p>\n<p dir=\"ltr\">\u201cPeople don\u2019t know what products they\u2019re going to get when they subscribe. So we\u2019ll get people who won\u2019t like a particular product, but when it shows up in their crate, they try it anyways because they paid for it. And they end up loving it. It happens a lot,\u201d Reggie says.<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140619-Mantry-6.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8874\" alt=\"Mantry Reggie Milligan Tony Hancock\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140619-Mantry-6.jpg?resize=1280%2C853\" width=\"1280\" height=\"853\" data-wp-pid=\"8874\" \/><\/a><\/p>\n<p dir=\"ltr\">Reggie comes from a traditional culinary background. He started his career at the age of 14, apprenticing in some of the top Michelin-starred restaurants in North America such as Lumiere and <a href=\"http:\/\/www.frenchlaundry.com\/\">French Laundry<\/a> before he launched his own business. \u201cPeople asked me how I worked 17 hours a day, but with something like food, it was such an educational experience,\u201d Reggie says. \u201cIt\u2019s a passion craft.\u201d<\/p>\n<p dir=\"ltr\">Eventually he got burned out after building a burgeoning career in fine dining restaurants before he turned 20, so he decided to pursue a degree in entrepreneurship at the University of Victoria. He enjoyed cooking, but in 2011 he felt impassioned to start his own business called The Social Feed, which is best described as a communal dining meets Meetup \u2014 a very large dinner party in the simplest terms.<\/p>\n<p dir=\"ltr\">Through the startup scene in Canada, Reggie met Tony Hancock, a former engineer and the co-founder of e-commerce site <a href=\"http:\/\/www.ethicalocean.com\/welcome?destination=frontpage\">Ethical Ocean<\/a> that showcased eco-friendly, fair-trade, and organic products. Both of their companies got acquired around the same time, so they decided to start a new project together and developed the idea for Mantry.<\/p>\n<p dir=\"ltr\">Taking their collective adoration for food online, they founded Mantry as a way to connect small-batch products to consumers. After they noticed that talented food artisans weren\u2019t getting the exposure and shelf space at supermarkets, they make sure every Mantry box celebrates food and successfully showcases makers across America.<\/p>\n<p dir=\"ltr\">However, the original vision for Mantry changed early on. Initially, the co-founders thought they were going to fill each box with exotic international fare like salami from Italy and hot sauces straight from Costa Rica. But their first crate themed \u201c<a href=\"http:\/\/mantry.com\/box\/born-in-the-usa\/\">Born in the USA<\/a>\u201d was such a hit that the team decide to focus exclusively on American products only. Once they decided to keep things local, the team set up their warehouse in the States and started using American-made crates for every Mantry box. The result? An entirely Americanana theme that has become very closely tied to the Mantry brand.<\/p>\n<p dir=\"ltr\">The team has come a long way since their early days delivering Mantry orders from the back of a car. The company has seen a lot of growth since its launch, and can now claim 22 themed boxes, a robust following, and notable mentions in many top publications.<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140619-Mantry-8.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8875\" alt=\"Mantry Tony Hancock Reggie Milligan\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140619-Mantry-8.jpg?resize=1280%2C853\" width=\"1280\" height=\"853\" data-wp-pid=\"8875\" \/><\/a><\/p>\n<p dir=\"ltr\">The Mantry team is constantly inspired by artisan makers who are zealous and devoted to their products. \u201cWhen you\u2019re meeting a maker who is really passionate about hot sauce, you can tell that the product\u2019s probably going to taste amazing,\u201d says Reggie. \u201cTony and I both tried this Thai Chili Sauce from Virginia and we were blown away. We were like, \u2018So your name is Adam and what the hell do you know about Thai chili sauces?\u2019\u201d Adam explained that he recently got married and his wife stole her grandma\u2019s recipe and started bottling the sauce.<\/p>\n<p dir=\"ltr\">\u201cWe hear so many stories like this where someone starts a second business by taking grandma\u2019s recipe and bottling it,\u201d says Reggie.<\/p>\n<p dir=\"ltr\">Many of their crate ideas come from trends they\u2019re seeing in the food industry. \u201cIf we see that a lot of people are interested in something like street food, we\u2019ll go around and find six products from the best street food makers in the country,\u201d says Reggie. \u201cWe\u2019re just paying attention to what\u2019s interesting what\u2019s bubbling up in America in the scene of craft food.\u201d<\/p>\n<p dir=\"ltr\">When it comes to their own pantries, the teammates can\u2019t help but laugh, as most of their waking hours are spent at the office or in different cities to discover new products. In Reggie\u2019s apartment you\u2019ll find: \u201cA really nice bottle of olive oil because you can put olive oil on anything, like a tomato, and people will think it tastes amazing. A good caramel sauce that you can put over ice cream, and good salt.\u201d Tony, a vegan, keeps kale, raw cashews, and dates at home.<\/p>\n<p dir=\"ltr\">Having built Mantry from the ground up, Reggie and Tony can now advise aspiring entrepreneurs. \u201cIf you\u2019re not comfortable giving up your sanity to build a business, then you\u2019ve got the wrong idea,\u201d Tony says. Sometimes lofty goals can overwhelm early founders, so Reggie recommend starting small and setting reachable goals when you\u2019re starting out.<\/p>\n<p dir=\"ltr\">This same philosophy applies when he talks about his customers. \u201cThere\u2019s an amazing write-up called <a href=\"http:\/\/kk.org\/thetechnium\/2008\/03\/1000-true-fans\/\">1,000 True Fans<\/a> written by Kevin Kelley. Instead of trying to capture all of America, I just need a little sliver of people who care about what I do.\u201d<\/p>\n<p dir=\"ltr\">The Mantry team is proof that if you do what you truly love and stay passionate, your job won\u2019t feel like a job. Reggie says matter-of-factly, \u201c When you find something you\u2019re interested in, the definition of \u2018I\u2019m at work\u2019 and \u2018I\u2019m off work\u2019 doesn\u2019t exist.\u201d<\/p>\n<p style=\"font-size: 15px;\">Photographs by <a href=\"http:\/\/www.laurenkallen.com\/\">Lauren Kallen<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When I first discovered Steve\u2019s Ice Cream, a small batch ice cream company based in Brooklyn, New York, it was like I had found frozen dessert nirvana. I freaked out after taking a spoonful out of my first pint of Sweet Corn &amp; Blackberry Preserves, and that\u2019s when I realized that discovering up-and-coming food makers [&hellip;]<\/p>\n","protected":false},"author":887,"featured_media":8873,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-8059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Meet Mantry: a brand new way of discovering America\u2019s best artisan food<\/title>\n<meta name=\"description\" content=\"A subscription service that captures America\u2019s 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