Earth911.com's Sustainability In Your Ear Earth911 Podcast: B-SIDES Founder Yousuf Ahmed Introduces the Upcycled Crunch Puffs Snacks Strategy
Jun 16, 2025
41:24
What if the ingredients discarded daily in food production could become the foundation of a more sustainable food future? On this episode of Earth911's Sustainability In Your Ear, discover the pragmatic vision with Yousuf Ahmed, founder of B-SIDES, a Brooklyn-based startup, proving that upcycled snacks can be delicious and environmentally responsible. Inspired by tasting a single slice of spent grain bread in 2014, Yousuf transitioned from finance and music to food innovation, launching B-SIDES to bring upcycled, plant-based snacks into the mainstream. The company's flagship product, Crunch Puffs, transforms oat pulp—typically discarded during oat milk production—into protein-rich, allergen-friendly snacks packaged in home-compostable materials. From sourcing pulp from small Midwest oat milk makers to manufacturing in Canada and selling through Amazon and New York indie grocers, B-SIDES is creating a playbook for how small brands can lead on both climate action and culinary creativity.
Yousuf shares the technical challenges of working with oat pulp as a primary ingredient and the complexities of achieving a moisture seal with home-compostable packaging. We explore how his background in finance and music has influenced his approach to food startups, including the trade-offs between local production and proximity to raw materials, as well as strategies for positioning upcycled food to sustainability-conscious consumers. As Yousuf emphasizes, sustainable products must deliver on taste and price to succeed in the market—environmental benefits alone aren't enough. His pragmatic approach offers valuable lessons for entrepreneurs: real market-winning products that can change manufacturing's negative impacts while sustaining profitable companies must compete on quality first, with sustainability as an added benefit rather than an excuse for inferior performance. You can find B-SIDES Crunch Puffs on Amazon and at select retailers. Learn more about the company at enjoybsides.com.
Yousuf shares the technical challenges of working with oat pulp as a primary ingredient and the complexities of achieving a moisture seal with home-compostable packaging. We explore how his background in finance and music has influenced his approach to food startups, including the trade-offs between local production and proximity to raw materials, as well as strategies for positioning upcycled food to sustainability-conscious consumers. As Yousuf emphasizes, sustainable products must deliver on taste and price to succeed in the market—environmental benefits alone aren't enough. His pragmatic approach offers valuable lessons for entrepreneurs: real market-winning products that can change manufacturing's negative impacts while sustaining profitable companies must compete on quality first, with sustainability as an added benefit rather than an excuse for inferior performance. You can find B-SIDES Crunch Puffs on Amazon and at select retailers. Learn more about the company at enjoybsides.com.
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