How Emily Griffith Transformed An Overlooked Superfood Into A Beloved Brand

It’s the ultimate question every CPG founder must tackle: How do I make consumers truly care about my brand? The challenge grows even more complex when your brand is built around an ingredient that’s often misunderstood and overlooked.

Emily Griffith, founder and CEO of Lil Bucks, a modern snack brand that champions buckwheat as its hero ingredient, knows firsthand the trials and tribulations of creating products that not only require consumer education but also demand a passionate, loyal following.

In this episode, Emily shares her journey starting from selling Lil Bucks at farmers markets to becoming a sought-after brand in retail stores. She discusses the importance of clear messaging (think "gut-friendly granola bites") to connect with consumers and how simplicity, rather than over-innovation, led to success. 

Emily also talks about sourcing strategies, collaborating with farmers, and the journey to securing key partnerships, including Whole Foods, fundraising for the company’s Series A round and staying grounded as a founder.

Show notes:

0:25: Emily Griffith, Founder & CEO, Lil Bucks – Emily and Ray recalled their first conversation at Expo East 2021, before she reflected on the challenges and excitement of breaking into retail in 2021. She talks about the temptation for founders to over-innovate, the difficulty of top-of-funnel marketing, especially when trying to connect with a broad audience and how to collaborate with others while still building her own brand. Emily also explains why hiring an operations leader was a key decision in scaling Lil Bucks and the risks of relying too heavily on one ingredient. She also talks about why getting into Whole Foods was a full court press and why convenience is a key factor in the brand’s innovation strategy. Emily also emphasizes the importance of knowing your brand and processes inside and out when fundraising and why she wasn’t just selling her brand and vision, she was selling herself as a founder. 

Brands in this episode: Lil Bucks, Bob's Red Mill, Magic Spoon, Think Jerky