What Fargher Focuses On for Growth to Brand for Shades

This is a part of a continuing series of Q&As with members of the brewing community from across the US.Brewer Magazine will share business and personal insights from Brewmasters, Head Brewers, Brewing Managers, Sales Directors, QCQA Managers and others each weekend to help you get to know each other better in the industry and learn more to better develop your own brand.

Trent Fargher​,​ COO​, Shades Brewing — South Salt Lake, Utah​

​BREWER: Why did you enter the craft beer industry and what makes you love being a part of it and staying in it?
​FARGHER: ​Back in the day​,​ 3.2​ (ABV)​ beer in Utah wasn’t good and I thought I could make it better. It has come a long way and now everyone is making great products.

BREWER: What do you feel have been new challenges in your position that have helped push you and make you better at your job?
FARGHER: I knew nothing about commercial brewing when starting. I now know more than some and less than others. Every day is a learning process. I can certainly tell you what not to do based on all the mistakes I have made.

BREWER: What strategic growth opportunity do you feel is still “out there” for your brand and how are you working on capitalizing on it this year?
FARGHER: Developing a solid brand message will fuel strategic growth. That is our ​No. 1 focus.

BREWER: If you had one business strategy that you could implement to better the brewing industry, what would it be?
FARGHER: Access to cheap capital. That would be [great].

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