What if we can have it all? According to Katlin Smith, Founder and CEO of Simple Mills, eating in a way that’s healthy for our bodies and the planet shouldn’t be about compromise. In this episode, Katlin takes us through her journey of building a good-for-you food brand that would not only compete in flavor with other health companies but with the status quo. Katlin was pretty green when she started Simple Mills, and, through savvy, sheer determination, and a bit of luck, she figured out how to bootstrap a food business, navigate product development, marketing, and fundraising, hire the right people, and scale the company to what it is today: The number one baking mix, natural cracker, and natural cookie brand. A few years ago, the company also tacked on a bold environmental mission, and they are currently working to support not only their agricultural supply chain in adopting more sustainable practices but the broader ecosystem. If you’re looking to learn the ins and outs of building a food brand, or just hear from a founder who has navigated it all and come out swinging, this episode is for you.

Key Topics:

Casting a Wide Investor Net: The sheer volume of people Katlin spoke with ended up securing the company their first angel investor. But Katlin also speaks to the importance of being selective about who you take money from and the terms of the investment.
Prioritizing Product Taste: A key takeaway is the necessity of prioritizing taste in product development. Katlin emphasizes that regardless of health benefits, a product must taste exceptional to succeed.
The Importance of Hiring Wisely: Establishing a team with diverse and complementary skills is crucial. Katlin's approach to hiring illustrates the benefit of surrounding yourself with individuals with the skills you are looking for and whose strengths balance your own, creating a robust foundation for sustained business growth.
A Rising Tide Lifts All Boats: The company's dedication to regenerative agriculture showcases a forward-thinking strategy that not only supports environmental health but also enhances long-term supply chain resilience. This commitment illustrates the potential for businesses to drive significant ecological impact and serve as an example to help shift the agricultural sector towards greater sustainability.
Maintaining a Long-Term Vision: Katlin's commitment throughout her journey to making healthful food mainstream without compromising taste or quality reflects the importance of a long-term vision.

This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. S2G holds positions in the companies referenced, but this podcast is for information purposes only and is not intended to promote any such company. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. Chuck Templeton is a Managing Partner at S2G Investments. All Chuck's views, and the views of the guests on this podcast, are solely their opinions and do not necessarily reflect the opinions of S2G. The views expressed herein are opinions based on certain assumptions and subject to change.

For more important information, please see s2ginvestments.com/disclosures.

The 2025 budget, unpacked

Break In Case of Emergency

What Would It Take To Change Political Choices?

The AI-powered Podcast Player