Why Brightland Said ‘No’ to Whole Foods – Twice – And Grew Anyway

Aishwarya Iyer built one of the fastest-growing premium CPG brands by doing what many startups overlook: putting product integrity, brand trust, and strategic timing ahead of rapid retail expansion.

In this episode, Aishwarya, the founder and CEO of admired pantry staples company Brightland, shares how discovering a major gap in the olive oil industry sparked the creation of her mission-driven, design-forward brand. She dives into her philosophy of disciplined growth, reveals why she turned down Whole Foods twice, and explains why building a lasting business starts with knowing your customer better than anyone else.

Show notes:

0:25: Interview: Aishwarya Iyer, Founder & CEO, Brightland – Aishwarya draws parallels between her personal journey as a new mother and entrepreneur, and emphasizes the importance of belief and mindfulness in the growth of and success of Brightland. She talks about how Brightland was born out of a conviction that consumers deserved better olive oil, the company’s focus on sourcing California-produced, high-quality oils and how she educated herself about the category and entrepreneurship. Aishwarya is candid about her early doubts, logistical missteps, and the pressure of launching Brightland, how she landed a small but impactful New York Times mention and her decision to turn down Whole Foods (twice). 

The conversation also delves into Brightland’s brand strategy, where the beautiful, elevated packaging acts as a “Trojan Horse” to invite education and trial. She also talks about why Brightland launched a more accessible everyday line, inspired by brands like Ralph Lauren that successfully straddle luxury and mainstream markets. Aishwarya discusses how PR, storytelling, and thoughtful retail strategy have shaped Brightland’s growth, and stresses the importance of product integrity over just aesthetics. She closes with advice on avoiding comparison and noise, encouraging entrepreneurs to periodically unplug from social media to reconnect with their vision and the reasons that they launched their companies. 

Brands in this episode: Brightland, Aura Bora, Tip Top Cocktails