Growing eCommerce Sales with Values, Strategy, and Multi-Product Innovation at Microbz with Katie Ward

Microbz's Katie Ward discusses balancing multiple customer bases and product lines while staying true to the company's values. Microbz prioritizes direct-to-consumer website sales because of higher margins, while remaining committed to a "probiotic life" that extends from gut health to cleaning and agriculture. This approach involves educating customers on the interconnectedness of their microbiome with their environment, home, and food sources. Despite advice to narrow product ranges, Microbz maintains a broad approach, offering products for humans, pets, and agriculture, emphasizing the importance of soil health and the reduction of chemicals and antibiotics.