We had the good fortune of connecting with Emily Hutto and we’ve shared our conversation below.
Hi Emily, what’s one piece of conventional advice that you disagree with?
Fake it until you make it. Especially in communications— your audience can tell when you’re bluffing. It comes out in your (lack of) diction. I’ve never been able to tell a story I didn’t believe in or market a product I wouldn’t use myself. Authenticity matters!
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
RadCraft is a communications company rooted in agriculture, in the malt that eventually becomes craft beer and spirits. We support the needs of maltsters, brewers of beer and kombucha, distillers, and craft beverage allied trade partners.
I’m proud of our nine years in the dynamic business that is craft beverage. I can say confidently that we wouldn’t be here today if it weren’t for the trust that our partners have in us to tell their stories. RadCraft is a relationship-centered operation that runs on the motto “great products made by better people.” We’re damn proud to work with high quality humans making world-class beverages.
Small business marketing absolutely comes with challenges, including budgets, commodity competition, and market saturation to name a few. We believe that owning your process and your story helps to conquer these challenges— be yourself, authentically so, and produce a quality, consistent product. Consumers come back for that, again and again!
I learn lessons daily, in fact I’d be concerned if I didn’t. As a 23-year-old founder, finding my voice and my confidence has been one of my greater challenges. Moving forward with self-awareness and continuing to educate myself on the market have made a substantial difference not just in my experience as a leader, but in the environment I’m able to create for my team.
I want the world to know that craft malt is having a moment– one that’s been deeply influenced by the development of the craft beer and spirits industries– and I am HERE FOR IT.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I live in Durango, Colorado and have the very cool privilege to host lots of travelers. I love to take guests hiking and fishing (though I won’t reveal the sweet spots until you get here), and cap off a day of adventure at one of our local Southwest partners like Ska Brewing or Dolores River Brewery.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Shoutout to one of my industry mentors, colleagues, and friends: John Winter. John founded Lone Tree Brewing Company 10 years ago, and he hired RadCraft soon after to support his marketing program. He has long believed in my company mission to elevate the quality and credibility of craft beverage communications… and in me as a person in the community. Today I’m proud to say that Lone Tree is our longest-standing partner, I’m honored to be a part of the family tree that John, his co-owner Jerry, and the whole brewery family is growing.
All photos courtesy RadCraft