GT Dave is not a name that’s well-known to people, but he’s the person responsible for the massive brand that is GT Living Foods (GTLF). Among the first brands in the world to bring kombucha to the Western World, GTLF is a unique enterprise built on the hard work and ambition of one man.
Prompted By Family Issues
GT’s introduction to kombucha came when his mom was recovering from a particularly aggressive form of breast cancer. When he brewed his first batch of kombucha, he had no intention of turning this into a full-time business, but fate had other plans in store for him.
He realized that he had a gift for creating good kombucha and that gift helped him to figure out his direction in life. GT notes that at his age, he was a directionless teen in LA, and all it would take to ruin his chances of a good life were a few bad decisions. Luckily, kombucha found him before anything else did.
Making Up His Mind for Business
GT says that being that close to LA influenced him by instilling a drive for popularity, success, fame, and fortune. It’s this drive that started his path toward being the entrepreneur he is today. When it grabbed hold of him, it made him make up his mind to become an entrepreneur almost immediately.
On one fateful day, GT woke up and made the decision that school wasn’t for him, and he’d drop out of high school and pursue his ambitions. Starting a beverage company was a huge undertaking for an adult, but he was a mere 15-year-old kid. Yet he did it, and it worked out.
Starting With Small Batches
GT might have been a kid, but he wasn’t stupid. He knew that the best path to success was to scale yourself accordingly. At the start, he didn’t have a lot of places to distribute his kombucha, but he didn’t have a lot of production facilities either.
He started brewing small batches and sending them out to local health stores and places fitness people would frequent. He got a bit of traction, and some people bought his drinks, but he realized he was facing an uphill battle, and it had nothing to do with his business model.
Changing Mindsets About Fermented Drinks
America didn’t have a love of fermented drinks, and it was a thorn in GTs side. Yet over time, he used his social media reach and the testimonials of his core customers to underline how much better these drinks were for people. Little by little his brand started to make inroads.
Before long, he was distributing kombucha all across California. In 2005, he invested in much larger brewing operations so he could sell his kombucha across the entire country. It wasn’t what he expected would happen, but having a good product and a positive mindset enabled his company’s growth.
Treat Others With Compassion
GT insists that his key to success has little to do with luck and more to do with how he treats others. He engages in discussions with people and listens to what they want in his product, making it something many people would want to buy because they have a say about what they get.
He also periodically checks his production to make sure that he’s doing what his customers want. This constant auditing ensures that the quality of the drinks he produces is in line with what his customers expect. It also helps to stop the brand from becoming complacent, as the brew is always improving.

Communicating Purpose and Mission
GT’s brand tries to be as sustainable as possible, doing all it can for both people and the planet. And his marketing leans into that fact. He wants people to know what they’re getting and not be overwhelmed by a bunch of buzzwords and fancy language.
As GT himself states, he’s not interested in producing some dumbed-down mass-produced brand of kombucha. He wants to inform his buyers so they can make intelligent decisions that will benefit both their bodies and the environment. That’s what the marketing push behind GTLF aims for.
Thinking Of Themselves as Farmers
One of the things that sets GT apart as an entrepreneur is thinking of himself as a farmer primarily. He says that GTLF doesn’t see itself as beverage makers but as farmers, cultivating their kombucha and the relationships between themselves and their consumers.
It’s not far off since kombucha depends on fermentation from a yeast culture, and GT has to ensure that the cultures survive from one generation to the other. The fact that the cultures are self-sustaining and non-polluting further leans into the healthy for the planet marketing that the brand has as its signature.
Letting Consumers Know
GTLF is about the cycle of life, about producing and sustaining in a way that other brands simply can’t. GT states that consumers are very confused about what they see on the shelves at supermarkets and health food stores. And his brand is hoping to cut through the mixed messaging and get to the heart of the matter.
For GT, this communication is not just marketing and sales but a connection forged between the brand and the buyer. They have to trust what they’re getting from him and he, in turn, promises them quality goods. It’s a lesson many entrepreneurs could learn from – putting the customer first and informing them so they can choose wisely.
Fighting Misinformation Across Channels
GT has made it a business of fighting misinformation across different channels. His marketing drive has made the brand unique and personable in a world of cookie-cutter branding. He’s developed a rapport with the customer and spun that into goodwill and loyalty.
As time progresses, we may see GTLF expand even more. It’s already established itself as a trustworthy brand in LA and throughout the US. GT doesn’t say where he’s looking at next, but there are a lot of possibilities for expansion. With an ambition like GT’s the brand’s limitations are only a matter of his imagination’s limits.