Larissa Russell and Fiona Lee founded a cookie startup called Green Pea Cookie in 2014. The cookies were 100% natural, vegan and “handcrafted with love.” The company failed but not because the cookies weren’t selling. The business couldn’t keep up with the antiquated wholesale food distribution system’s steep costs. Two incumbent players, United Natural Foods Inc. and KeHE Distributors, essentially controlled its only pathway to grocery stores across the country.
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