By Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host Published Mar 05, 2023 at 9:31 AM

This is one of our favorite stories from 2023! Thanks for reading OnMilwaukee. 

What the heck is a shrub? That's what we're discussing this week on FoodCrush. Fortunately, we've got help from Mindy McCord and Layne Cozzolino of Siren Shrub Co., two Wisconsin-based entrepreneurs who’ve made it their business (literally) to make the vinegar cordials into a must-have beverage for drinkers and non-drinkers alike.

Follow along as we chat with McCord and Cozzolino about their backgrounds, their entrepreneurial journey and their infectious passion for a strangely delicious drink which time forgot. Listen along as we delve into the ups and downs of entrepreneurship, make really bad puns and ultimately learn a ton about one of the hippest, most inclusive beverage trends to date.


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Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host

Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with each and every dish. She’s had the privilege of chronicling these tales via numerous media, including OnMilwaukee and in her book “Milwaukee Food.” Her work has garnered journalism awards from entities including the Milwaukee Press Club. 

When she’s not eating, photographing food, writing or recording the FoodCrush podcast, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.