Chris Ashenden (Athletic Greens) - How he founded a billion dollar nutrition brand, why he waited until $150m in sales to raise capital, and creating a new consumer habit
Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing I Brands | Technology
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Building AG1: A Tumultuous Journey
AG1 is not vertically integrated, but we control in some dynamic or other the entire supply chain. We're very proud of our vendor partnerships and how they've managed to improve their quality standards over time with scale. I think early when I kicked things off and we went to market, which was really sort of towards the end of 2010,. Then we properly launched January 2011 and then have iterated the product 52 times over the subsequent 10 years. It's been an interesting journey, man. It's never just up and to the right. And I take ownership of all the mistakes, any naivety, any errors, any decisions. They're part of the learnings that ultimately have led us
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