Scaling Salt. The Makings Of An Iconic Cult Food Brand.

How do you turn seawater into a cult food brand? Ben Jacobsen did just that – and changed the way America thinks about salt.

In this episode, we sit down with Ben, the founder of Jacobsen Salt Co., whose journey began with a single, revelatory bite of tinned fish topped with a few flakes of sea salt. That moment sparked a passion that led him to the windswept Oregon coast, where he began hand-harvesting salt, and ultimately to building one of the most iconic artisanal food brands in the country.

Ben shares how he bootstrapped the business from scratch, earned the trust of renowned chefs, and turned Jacobsen Salt into a symbol of quality, craft and flavor. He speaks candidly about the entrepreneurial rollercoaster – the risks, the resilience, the moments of doubt – and the deep creative drive that continues to fuel his work.

Show notes:

0:25: Interview: Ben Jacobsen, Founder, Jacobsen Salt Co. – The conversation begins with Ben’s recent culinary experiences in NYC and his growing appreciation for restaurants since starting his company. Ben traces the origins of Jacobsen Salt Co. to his time living in Copenhagen and Oslo and how he was inspired by the profound difference high-quality salt made in simple meals. The conversation delves into the technical and entrepreneurial challenges of creating a salt company from scratch and the humble beginnings of Jacobsen Salt, which involved transporting seawater in wine totes and experimenting in a commercial kitchen. He touches on how Jacobsen Salt gained early traction through word of mouth, support from chefs, and compelling design – all of which contributed to expansion in specialty shops and boutiques across all 50 states. Ben also explains why he sees a long runway for growth, emphasizing the importance of scaling production and increasing accessibility while staying true to the brand’s mission. 

Brands in this episode: Jacobsen Salt Co.