Shopify Masters MALK’s Path to $100M in Revenue
Oct 16, 2025
Ryan Rouse, the President of MALK, shares his journey scaling the organic plant-based milk brand to $100M in revenue. He reveals how his finance background informed his approach to direct-to-consumer sales. Ryan discusses shifting MALK's messaging to focus on taste and the importance of organic user-generated content in amplifying visibility. He emphasizes the need for diverse sales channels and hiring experienced talent to scale effectively. Throughout, he shares strategies to maintain enjoyment in business while navigating growth challenges.
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From Finance To Building Factor
- Ryan Rouse described starting Factor after 14 years in finance and learning direct-to-consumer the hard way.
- He and the team used personal funds and limited outside capital, which led to a profitable exit to HelloFresh in 2020.
Product Quality Is The Biggest Tailwind
- A great product provides an outsized tailwind that no marketer can fully overcome if absent.
- Rouse saw MALK's clean organic formula as a core differentiator that justified scaling investments.
Label Transparency Shifted Demand
- Consumers began reading ingredient labels and demanded clean formulations after COVID exposed additives.
- MALK benefited as one of few brands already offering organic, simple-ingredient plant-based milk.