Today we’d like to introduce you to Joey Chanel Pedone
Joey Chanel, we appreciate you taking the time to share your story with us today. Where does your story begin?
Joey Pedone comes from a lineage of spirits industry professionals dating back to the Prohibition era, a time when the production and distribution of alcohol were severely restricted in the United States. Her deep-rooted family history in this field has given her an extensive understanding and appreciation of the industry, which she continues to uphold and advance.
She launched and imported TOSCHI Cordials, including Fragoli, Nocello, and Toschi Lemoncello, into the U.S. market. These brands quickly gained popularity due to their high quality and unique flavors, and Joey’s efforts didn’t stop there. She successfully expanded the reach of these brands to Canada, Puerto Rico, the U.S. Virgin Islands, and various cruise lines. Her ability to penetrate these diverse markets speaks to her exceptional skills in marketing and distribution.
In 2019, Joey founded her own brokerage, CaydCap. This venture was designed to work with leading emerging brands, focusing on enhancing their national chain distribution and sales. Through CaydCap, Joey leverages her extensive industry knowledge and network to help new and growing brands achieve significant market presence and success. Her dedication to the industry is evident, as she works tirelessly to ensure that each brand she represents gets the attention and opportunities it deserves.
For Joey, working in the spirits industry is more than just continuing the family business—it’s a passion. She believes that whatever you do, you must have passion for it. This philosophy drives her daily, pushing her to excel and innovate continually.
Reflecting on her journey, Joey says, “I got to where I am today through my relationships. I have always excelled at correspondence. I understand that many of these chains work with my brands because of my history with them. Most of my clients have been with me since I opened my brokerage. I branched out from just selling my family’s brands and succeeded in selling to national off-premise chains. Those establishments are crucial for my brands.”
She acknowledges the importance of these relationships in her success. Joey’s ability to maintain strong connections and communicate effectively has been a cornerstone of her career. Her clients have remained loyal over the years, demonstrating the trust and respect she has earned in the industry.
“I’ve been fortunate to work with brands that share my passion and hustle. They trust my process and my vision for their brands. My reputation is my greatest asset,” Joey explains. Her clients’ trust is a testament to her integrity and commitment to delivering results. She has always been upfront and transparent about what she can and cannot do for her clients, ensuring that there are no false promises or unmet expectations.
“I keep contracts short and avoid locking them into feeling trapped,” she continues. Joey’s approach is to create a partnership based on mutual respect and flexibility. This strategy has proved effective, as it allows her clients to feel secure and confident in their collaboration.
As a brand owner, Joey has observed brokers who have taken advantage of her family in the past. These experiences have shaped her approach to business. She is determined to build a brokerage that values honesty and delivers tangible results. “I pride myself on my reputation and the return on their investments,” Joey states. Her dedication to her clients’ success is unwavering, and she measures her achievements by the positive impact she has on their businesses.
In conclusion, Joey Pedone’s journey in the spirits industry is a testament to her passion, integrity, and exceptional skills. From launching and expanding TOSCHI Cordials to founding CaydCap, she has continuously demonstrated her ability to innovate and succeed. Her relationships and reputation are her most valuable assets, and she remains committed to helping brands grow and thrive in the competitive spirits market.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It has not been all sunshine and rainbows. Joey has faced numerous challenges along the way. Some brands have attempted to renegotiate prices she believes are already fair, causing friction and requiring firm negotiation skills. Additionally, there have been instances where brands did not initially heed her advice, only to realize their mistake when it was too late. These experiences have tested her patience and resilience. Moreover, as a businesswoman, Joey has had to make tough decisions that impact both her professional and personal life. She spends countless hours on the computer and phone, often away from her two young children and her husband. This separation brings a constant sense of guilt, a common struggle for many working mothers. Balancing the demands of her career with the needs of her family is a challenging and ongoing process, but Joey’s dedication and passion drive her to persevere.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Being a woman in the spirits industry is challenging. However, in the past decade, more women have become buyers and decision-makers in my field. This shift is not only refreshing but also fills me with pride as we collaborate to build these brands. Most of my portfolio consists of female-owned brands, which I love because of their craft and innovation.
A proud moment in my career happened recently when my 88-year-old father asked for my help in securing distribution for his latest innovation. While I negotiated with the distributor, they told my father to let me handle it. This felt like a passing of the torch. I know I work so hard and go above and beyond for my clients because of my tough father. If I sold a pallet to a distributor, it was “great job, when’s the next order?” I’ve been striving for an “atta girl” my entire career, and I finally felt it this past year when my father read my LinkedIn profile. He said that reading about my achievements and seeing the responses made him very proud.
What sets me apart is that I am not only a supplier but also come from generations of knowledge in this field. I am the first woman in my family to break into this space.
Do you have any advice for those just starting out?
My biggest lesson I had to learn and work on was separating my emotions . I very much feel like every brand in my portfolio is mine. I’ve worked very hard to create boundaries. Since I work from home it’s hard to switch off work. It is very important to not answer late emails . Also not to send them on the weekends. I need to separate the office time from family time . Without passion
For the brand and clients I work with . My success probably wouldn’t be .
Contact Info:
- Website: https://Www.caydcap.com
- Instagram: @caydcap
