How I Built This with Guy Raz How I Built Resilience: Justin Gold of Justin's
Oct 31, 2020
Justin Gold, founder of Justin's, shares his inspiring journey from blending peanuts at home to revolutionizing the nut butter market. He discusses the innovative squeeze packs that made his products more accessible during the pandemic and how consumer habits shifted. Justin reflects on timing and risk in entrepreneurship, navigating skepticism, and the importance of community support. He also emphasizes sustainability and personal growth in leadership, revealing how obstacles can lead to new opportunities.
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Kitchen Origins
- Justin Gold, a vegetarian, started making nut butters in his kitchen due to limited options.
- His roommate's enjoyment and a suggestion led him to write a business plan and launch Justin's at a farmer's market.
Library and Mentors
- Justin Gold, despite lacking business knowledge, used the CU Boulder business library and local mentors to create a plan.
- Squeeze packs differentiated Justin's, offering portable protein and trial sizes of new flavors like almond butter.
Resourcefulness
- Justin Gold used resourcefulness by examining jars at Whole Foods to locate a co-packer.
- He secured overnight and weekend slots, personally packing nut butter for three years despite financial strain.
