Jesse Koenig

Jesse Koenig is the Jesse and Ben’s founder/caller in Advice Line with Jeni Britton of Jeni’s Splendid Ice Creams (2025). He brings the Advice Line question of how to position a better frozen fry: either toward people already concerned about seed oils and ultra-processed foods or toward a broader audience that mainly needs to taste the difference.

The advice he receives is to let product quality lead, use hot sampling and demos to create immediate sensory proof, and listen for customer wording that can travel through word of mouth and retail buyer conversations.

Connections

• Jesse and Ben’s - company he represents.
• Jeni Britton, Guy Raz, and How I Built This - Advice Line context.
• In-Store Demos, Retail Incrementality, Repeatable Customer Language, and CPG Distribution - core concepts in the advice.