From Blogging to Food Entrepreneurship: The Evolution of a Paleo Expert

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This chapter follows the journey of a blogger who transitioned into a food entrepreneur in the Paleo industry. It explores the founding principles of the Paleo diet, the growth of a blog from zero readers to millions of visitors, and the strategic decisions made in launching a successful food product line. The narrative delves into challenges faced in production, strategic partnerships, and the importance of aligning products with health philosophies.

Mark Sisson made a big bet on mayonnaise, and won: four years after launching his Paleo-friendly condiment company Primal Kitchen, he sold it for $200 million. He succeeded partly because he drew lessons from his previous failures and accomplishments - as a marathon runner, Ironman triathlete and coach, frozen yogurt proprietor, sports supplement founder, TV show host, and Paleo book author. But Mark’s biggest business came at an age when most people contemplate retirement. He developed a recipe for avocado-oil based mayonnaise, then added ketchups and other condiments. After Primal Kitchen was sold to Kraft Heinz Corporation in 2019, Mark launched a totally new business: minimalist shoes.

This episode was produced by Casey Herman with music composed by Ramtin Arablouei.

It was edited by Neva Grant with research help from Melia Agudelo.

Our engineers were Gilly Moon and Maggie Luthar.

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