Interested in starting your own entrepreneurial journey in food and beverage, but not sure what to expect? Then read up on our interview with Roger Mittag, the founder of Prud'homme Beer Certification, a beer education company, in Toronto, Ontario, Canada.

Tell us all about your business...

Prud'homme Beer Certification is the world leader in beer education. We've created a multi-level program to learn more about beer - what makes it special, how to understand it better and finally, how to communicate all of the special things beer has to offer. Our customers are wide ranging and include employees of breweries, retailers of beverage alcohol, hospitality staff including bartenders, servers and management and finally, consumers who want to know more about beer.

What's your background and motivation to grow as a business owner?

I got my start in the beer industry in 1997. I was fortunate to work for The Oland Specialty Co. ( a division of Interbrew). We were taught by experts to take a different approach in selling and marketing beer - a way of incorporating history, glassware, beer & food, proper pouring & serving tips and much, much more. It lit a fire beneath me that is impossible to put out. I left OSBC/Labatt in 2005 and started Thirst For Knowledge Inc. (a beer education company). In 2009, I created Prud'homme Beer Certification as the second Beer Sommelier program available at that time. The driving force behind my motivation is helping others to truly understand and appreciate beer. Every day, when I wake up, I am excited about the potential of creating an experience with my learners that form the same spark I felt in 1997.

As an entrepreneur, what does success ultimately mean to you?

I am so proud of the community of enthusiastic beer people we've been able to develop. We are helping our learners to find a commonality with other people who share the same passion. In addition, our 4 distinct levels of accomplishment have continued to evolve to a point where I am extremely satisfied with the content of our program. While our education platform was developed with a classroom in mind, our future is firmly established in an online platform and in 2022, we will be the only provider of a true Beer Sommelier program offered in a remote format.

What's one of the hardest things that come with being an entrepreneur?

It's always been a challenge to stay ahead of the curve when it comes to learning. It's a delicate balance between the right amount of information and the ability to get a message across. In the modern world, the art of reaching a broader audience continues to be a work in progress. It is far too easy to stray from the business' original plans... to try to offer something new to get new consumers. Each time, we take our eyes off the goal, we somehow take a step backward. The biggest challenge therefore, as a business owner, is creating value for our customers.

What are the top tips you'd give to anyone looking to start, run or grow a small business today?

1) I would always recommend that as an entrepreneur, you should spend a great amount of time learning about your industry and what makes it tick. It's vital to truly understand your competition and find a way to stand apart from what other's are doing.

2) My second suggestion is to dig deep into social media and other forms of marketing. The quality of messaging and the ability to reach your audience will drive your business forward.

3) Finally, never stop learning or inventing. Take feedback from your customers and learn to ask questions.

Is there anything else you'd like to share?

I am grateful to do what I love - the sharing of knowledge has given me a great pleasure over the years. It's so rewarding to approach each day and each opportunity through the eyes of wonder & enthusiasm.

Where can people find you online?

https://www.tfkbeer.com/
https://www.instagram.com/explore/tags/prudhommebeer/
https://www.youtube.com/channel/UCT3MS3LNAG2AMAP34cEtKzw

If you like what you've read here and have your own story as an entrepreneur or business coach that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

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