July 3, 2025 • 29 mins
Daniel Goetz's journey to creating GOODPOP began during a college class when he found himself sketching a logo and flavors, driven by a vision to build a company centered on doing good. Though uncertain of the path ahead, Daniel aspired to pursue a career after graduation that would fulfill his passion in social impact. Little did he know that this classroom doodle would eventually become the foundation of GOODPOP.
In a recent conversation, Sonya Gafsi Oblisk, Chief Merchandising and Marketing Officer at Whole Foods Market, sat down with Daniel Goetz, the founder of GOODPOP. They discussed the significant milestones and challenges involved in building a CPG frozen treat brand that now generates around $60 million in annual gross sales - all achieved without outside investors.
During the episode, Daniel shared several key pieces of advice for aspiring entrepreneurs:
- Focus on building deeper relationships rather than wider.
- Establish a secondary goal for your brand that aligns with a personal passion.
- Strive to embody the qualities of a non-anxious leader.
Did you enjoy listening to this episode? Don’t forget to like and subscribe to hear more conversations spotlighting innovation, perseverance, and meaningful impact.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Daniel (00:00):
When you want to use real ingredients or fresh local cut, you know, fresh Texas watermelons that
(00:01):
you cut on site is you've gotta re-engineer equipment sometimes to be able to handle real food. That
that was a really interesting kind of awakening. Um, as a 22, 23, 24 year-old trying to do something that
was different than the status quo, and a lot of that was just undoing 30, 40, 50, 60, 70 years mm-hmm.
Of the way that big food is marketing and creating products.
Sonya (00:05):
Welcome to Beyond the Board where we break bread with some of the most interesting industry
leaders. I am Sonya Gafsi Oblisk Chief Merchandising and Marketing Officer of Whole Foods Market, and
I'm honored to host in-depth conversations with some of the most innovative. And impactful leaders in
the food and beverage industry. Joining us today is Daniel Goetz founder and CEO of GoodPop. From its
humble beginnings at an Austin Farmer's Market, goodpop has grown into a national phenomenon,
reimagining frozen treats with a higher purpose. Under Daniel's leadership, the company has become a
blueprint for mission-driven food brands, championing ingredient transparency, sustainability practices,
and systemic change in our food system through bold environmental and policy initiatives. Welcome to
the show, Daniel. All right. We just did our sampling, uh, which was delicious and fun, and thank you for
sharing that. With me what incredible products and a portfolio. I'm going to take us back to the
beginning. Tell me your story. Tell me about the moment you decided to found goodpop.
Daniel (00:16):
It was an interesting moment because I was in college. Okay. I was over here just up the road at
University of Texas and. I was studying advertising and I was deeply, um, moved by, um, what makes
consumers really fall in love with brands. And I was also at that moment really into and still am today.
This is the core of what we do, um, this new wave of social enterprise.
Sonya (00:20):
Yes.
Daniel (00:21):
So there are certain kind of legacy social enterprise businesses like Whole Foods. Ben and Jerry's.
Patagonia. Yeah. But at this time, in two, in 2009, there were these new approaches like Tom's shoes,
where there was a one-to-one model where consumers really could understand direct impact.
Sonya (00:24):
Yes.
Daniel (00:25):
And I was so inspired by that, um, and knew that whatever I did with my life, it had to have that
type of impact. However I spent my efforts, like that's, um, I know what makes me feel good.
Sonya (00:27):
Yeah.
Daniel (00:28):
Um, goes back to my childhood when my mom would throw birthday parties for us and instead
of them being like pizza parties at Chuck E. Cheese, she would host community events where it was just
me and my friends doing, um, a give back project.
Sonya (00:31):
Amazing.
1
Daniel (00:33):
In the neighborhood. And it was so embarrassing when you're 8, 9, 10 years old to like. Plant a
tree instead of having like, yeah, the normal party. Um, but it always left myself and all of my friends
feeling so good. And so that's always been, uh, woven in is like, this is this component of, um, feeling
really great when you can do something that doesn't have to have a good impact.
Sonya (00:37):
Yes.
Daniel (00:38):
Um, but take it one step further to, to where you can actually do something great. And so, um.
Getting back to the original question.
Sonya (00:40):
Yeah, yeah.
Daniel (00:41):
Social, social impact. I knew that I needed to get into that. Um, I knew that's where I would feel
really great in my life. Um, I spent time in Mexico as a senior. Okay. Um, and fell in love with these fresh
fruit paleta made with locally grown fruits. And they were just so fresh and delicious and got back to
Austin and there just was not anything like it. Yeah. Not at the grocery store. Um. Like you couldn't find
anything like it. So I found myself just thinking about popsicles
Sonya (00:46):
Yeah.
Daniel (00:47):
For a while. Um, and in class one day I just kind of put, um, social enterprise, this love for paleta
and also what was happening in the natural foods movement. So, I mean, Whole Foods, um, is, you
know, the, the, you know, the, the founder of the movement, it wouldn't exist without Whole Foods. And
we're at the epicenter of that here in Austin. Um, so, um, just putting those three concepts together, I'm
in class and I just decided to start designing a logo and then designing flavors. Um, and from there I took
my lawn mowing money from middle school, um, and put it into making my first batch and selling them.
Um, at the farmer's market in Austin.
Sonya (00:54):
Unbelievable. That is an incredible, um. Story. I, I feel like I need to now interview your mom and
just her amazing philosophy around giving back and like teaching you from a young age that it's like you
can do both, you know, you can have fun and give back, which translated into you can build a business
and give back, and like the spirit of social entrepreneurship is just incredible. So thank you for sharing
that. Personal moments. So you started this, you took it to the Austin Farmer's Market and then like a lot
happened, I know between then and where we are today with these gorgeous packages and product
lines and national distribution and Whole Foods obviously and many other retailers. Tell me a little bit
about scaling. Like what challenges did you face through this long journey? I know it must not have been
easy.
Daniel (01:03):
Yeah, no, Sonya, I've had a little bit of a different. Journey than most, um, CPG natural food
businesses. We, um, we've been bootstrapped since day one, which means we've never raised outside
capital.
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Sonya (01:07):
Yeah.
Daniel (01:08):
Um, so I've had to be very targeted in everything that we did, um, and also take this approach of
deeper, not wider. So like when we talk about, when I talk and think about partnerships. I take it a step. I
know Whole Foods has a very meaningful definition of partnerships, but I take it
Sonya (01:11):
one of our core values I know is Win-Win supplier partnerships. Absolutely. So I love that. And I
love it that, you know, that, that's fantastic. Of course. I appreciate that.
Daniel (01:13):
Whole Foods has been good. Pop would not exist without Whole Foods. I'm just going to, and,
and the good pop story is also the whole food story and vice versa.
Sonya (01:15):
Thank you for saying that.
Daniel (01:16):
It is. Um, and it's a, and it's real. Um. So, because we never raised capital, um, I had to go do a
farmer's market an, event and try to make a little bit of money selling popsicles and then put that away
and do that again and put it away until I could afford to buy packages.
Sonya (01:19):
Sure.
Daniel (01:20):
Um, I designed the packages on, um, my, my li my, uh, student license that I still had. 'Cause I
was, I was at ut my student license at Photoshop. Um, designed the packages, got them printed, and
then I would make the pops at night in the morning. I would deliver them. So I'd deliver them to this
building 15 years ago in my
Sonya (01:24):
Wow.
Daniel (01:25):
In my car, in a cooler. Um, and then I would go deliver them all around Austin. Um, and then in
the afternoon I would do demos and sometimes two demos at Whole Foods.
Sonya (01:27):
Okay. Amazing.
Daniel (01:28):
Yeah, so that's how this business was really, uh, kickstarted was, was through. Um, real
relationships, um, knowing the people at receiving at every building mm-hmm. And making sure they
knew what good pop was and why it was different and better. Um, knowing the people stocking the
shelf. So like, this is a real partnership.
Sonya (01:32):
Yeah.
Daniel (01:33):
Um, it's not just top down and it's, it's not empty. This is the most genuine and authentic version
of partnership that. I think that I've, I've seen in my time in 15 years, um, this partnership with GoodPop
and Whole Foods.
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Sonya (01:37):
Love that. I love it. It's the stakeholder model that, you know, John Mackey talks about in his book
Conscious Capitalism. Uh, and it really is like the stakeholder model. An action where it takes everyone
having a vested interest and a lot of compromising, and nothing is a zero sum game. It's all about like,
how can we create more together? And it's just, it's, it's inspiring to hear that story. I wanna ask you a
little bit more about the products. Uh, you know, they're, they're what you do, but they are really unique
in the proposition that they bring. To customers just in their quality, their focus on healthfulness, the
cleanness of their ingredients. Can you tell me more about how you choose your suppliers and
ingredients?
Daniel (01:45):
Yeah, absolutely. We, the, so from a, from a sourcing standpoint, um, and, and really every area
of our business, and you're talking about the stakeholder model that is really looking at every area that
your business touches and making sure. That you're going deep and that you're adding value there. Um,
and so going back to the very beginning and, and the comment I made about, we're playing in a sugar
water category. Sure. So popsicles have always been sugar water, which means the infrastructure around
how these products are made. So the equipment, the facilities, they've all been designed to just. I put
sugar and water in
Sonya (01:52):
and artificial coloring, by the way.
Daniel (01:53):
I mean, oh, and everything else should say that. Everything else. Well, everything else, you know,
gums, yes. Every ev everything that comes with that. And, um, so part of the challenge when you want
to use real ingredients or fresh local cut, you know, fresh Texas watermelons that you cut on site is
you've gotta re-engineer equipment sometimes to be able to handle, um, real food. That was a, um.
That, that was a really interesting kind of awakening, um, as a 22, 23, 24-year-old trying to do something
that was different than the status quo. And a lot of that was just undoing 30, 40, 50, 60, 70 years of the
way that big food is marketing and creating products. Um, so, so that became right off the bat, every
ingredient that we source is, is. So specific, so to the varietal of the fruit, the, the growing region. And we
work directly with our farmers to make sure, because, or organic Valencia orange juice is not an item
that is, uh, ubiquitous. Right. You know, you have to work with the farmers that need to know what to
expect. So building those really deep relationships with our suppliers all around the world.
Sonya (02:04):
And you participate in Fair Trade as well, right?
Daniel (02:05):
We were the first brand in our category in frozen desserts to be Fair Trade certified. And
Sonya (02:06):
I love that.
Daniel (02:07):
That was in 2012. And that is again, another example of this, this real partnership. Yeah. So I ask,
um, I ask, I have one. A very lucky conversation with a wonderful leader here at Whole Foods. And I, I
said, Hey, what's, what are you guys working on? What's important? Yes. Um, and they said, they said
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Fair trade. And so I became an expert in that and try to learn everything as, try to learn everything there
was to know about Fair Trade.
Sonya (02:13):
Amazing. I wanna get you to be, uh, sourced for good. That's in our private label. We have, uh,
you know, sourced for Good is a program we have that supports. Workers, communities and the
environment. And it's all about, uh, mostly produce and agricultural products, but where we give back a
social premium and the workers actually get to decide how to invest that in their communities. So I'm
like, uh, I need to figure out a way to get, uh, goodpop in that program. You now sparked an idea for me.
Daniel (02:18):
I would love to talk about it. And you know, these. The supplier relationships, especially outside
of the US where, um, labor regulations are, um, there's a lot of gray area.
Sonya (02:20):
Yes, there is.
Daniel (02:21):
And there's a lot of ingredients that cannot be sourced in the US like cocoa, um, coconuts, vanilla.
Mm-hmm. Um, et cetera, et cetera. So, um, it's our responsibility as a company not to just make a clean
product, but if we're really a mission-based business that's trying to. Do good across every area that our
business touches. We have to think about the farmers in countries where they are third, fourth, fifth
generation farmers and are unable to get out of poverty based on
Sonya (02:26):
That's right.
Daniel (02:27):
The system that exists.
Sonya (02:28):
That's right.
Daniel (02:29):
So, um, forever grateful for, uh, whole Foods, uh, for turning me on to. Um, this as a systemic
problem that needed to be fixed.
Sonya (02:31):
I love, I love, I love that. How, how do you communicate all of this to your customers? I mean,
there's just an incredible level of differentiation, of social responsibility, of sustainability, of wellness, like
built into your product model. What are the ways that comes to life to help drive awareness of what
Goodpop is?
Daniel (02:35):
Yeah. Na Sonya, that's such a good question because, um. Yeah, we all know that consumers are,
are really, and, and, and families and shoppers are just busier than ever and have less attention, less
attention span, um, for everything that's going on. We're just, we're just in this really fast paced, busy
world. And so that's always been a challenge. Um, what do we communicate and how do we
communicate it? Um, what's too much, what's too little?
Sonya (02:40):
Mm-hmm. And.
5
Daniel (02:42):
From my standpoint, I want to be genuinely good and it's the, the reason that our brand is good
pop is because it's a vehicle for us to do good in every area that our business touches. Do we need to get
credit for that every time we do something? Absolutely not. That's not the point. The point is absolutely
to be genuine in every single, in, in every single effort there. Um, because consumers. If they find out,
that's great. If they don't find out, that's fine because we know the good that we're giving back internally
Sonya (02:47):
And you do the work for them. I, I, it's so interesting to listen to you talk about this. It is, you
know, I have a parallel experience with my marketing team here at Whole Foods. There is so much work
that goes, you know, we have over 500 band ingredients. We have all of these quality standards, all of
our work in animal welfare, and you know, the average person that walks through our door. To go
shopping maybe understands 5% of the work that actually happens behind the scenes. And so the point
of like we are doing it on their behalf. Uh, but we're not doing it to get credit for it. Uh, I love that. And
it's definitely a shared value. And, uh, you know, food, as you started saying earlier today, like food is
about fun and joy, and particularly in frozen novel novelties, like it's really about fun. Yeah. Uh, and joy.
And so, uh, it's nice that there is a serious side behind it, but it's, it, you know, it doesn't need to carry,
uh, the burden of that. Uh, in the expression of the brand. So I really, I like how you said that and how
you're, um, thinking about it. I wanna ask you something else. I know you're involved in food rescue
initiatives. Can you tell me a little bit about what you're doing and like what inspired your focus on
reducing food waste?
Daniel (03:00):
I think once you get into the weeds of any aspect of business, and if you choose to. If you choose
to kinda keep peeling the layers of the onion back, you start to see, you start to see all of the problems.
And we talked a little bit about, um, labor. Um, we talked about, uh, you know, from a fair trade
standpoint, but also when you go to a food production facility, when you go to a place where you know,
they're, they're processing fruits, they will discard anything that's not considered beautiful for retail. Um,
and, and there is a secondary market for that. Mm-hmm. Um, but that secondary market is not always,
um, it's, it's not always a value add to the growers, meaning it's like a breakeven or a loss. Sure. Um, and
so I felt like if there's great fruit and all we're doing is cutting it and juicing it or peeling it and juicing it.
Um, we should pay a fair wage for that. It shouldn't just be scrap that, you know? And, um, it, so this
goes back to the win-win side of
Sonya (03:10):
Yeah.
Daniel (03:11):
Of, um, and it goes back to a couple of things. One, undoing, undoing. A lot of these really sort of,
um, bad tendencies that we've seen in food marketing, which is in fruit. Fruit has to look perfect and if it
doesn't, the consumer's not interested. Um, we've gotta start getting away from that. I agree from a
retail standpoint because there's way too much food waste happening in retail and, um, just throughout
the entire supply chain.
Sonya (03:16):
Agree.
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Daniel (03:18):
Um, so either way, um, it's, it's something that you see a problem and you can ignore it as a
business or you can try to do your part to advance and, uh, challenge status quo.
Sonya (03:20):
That is fantastic, and I know you have a great partnership with Keep Austin Fed, which is one of
your outlets for food redistribution. That's right. Yep. And then, so what else do you do, like beyond, um,
donations? Is there anything else that actually happens that, uh, you can share around managing or
reducing food waste?
Daniel (03:24):
We work with, um, an incredible organization called Brighter Bites. They. Um, we, we donate
food to, to, and funds, to, to. Brighter bites are amazing partner of ours. They go into the school systems,
um, lower income schools where there's a much lower education from, uh, the family standpoint of how
to incorporate fruits and vegetables into their daily diet. So like, um, a lot of. You, there's this, there's this
anecdote that, you know, the founder of Brighter Bites said that the reason she started, she's a doctor.
The reason she started it was you ask a kid where an apple comes from and they'll say the grocery store.
Sonya (03:30):
Right.
Daniel (03:31):
You know, and, and, and like that's something that you hear, you'll hear a 5-year-old in, in any
state across the country.
Sonya (03:33):
Yeah.
Daniel (03:34):
And so reconnecting people, um, reconnecting parents to real food, giving them, um. The ability
to incorporate it into their diet and resetting taste buds. Everything does not have to come out of a, and
shouldn't come out of a, a crinkly wrapper. It shouldn't be, it shouldn't all be packaged.
Sonya (03:37):
Right.
Daniel (03:38):
Um, we need to get away from that.
Sonya (03:39):
It's, it's, it's, and it doesn't all need to have sugar added.
Daniel (03:40):
Exactly. Yeah. Exactly. Um, so yeah, they're a wonderful organization and they're, they're one of
many that, um, we like to. To support. To support. Yeah, absolutely.
Sonya (03:42):
That is awesome. I also saw that you launched, uh, the Good Food Collective, which is a natural
food lobby advocating for consumers, food transparency, and true transparency around all ingredients.
Uh, tell us a little bit about this. What inspired you to start it?
Daniel (03:45):
Yeah, no, Sonya, this is, so, it's pretty interesting because we, I've been in the natural food
industry for 15 years. Um, we're trying to solve one problem, which is added sugars and, and kids' food
and, um, you know, sugar water categories. And so we're in this little space trying to remove sugar from
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kids' diets and, and provide something better. Um, and I have so many friends and peers in the space
that are trying to do the exact same thing, but they're doing it in their own silo. And when you get to the
top and you try to figure out why we can't ad advance the food system in this country, it's often, it, it's
DC and it's big food lobbies make it impossible to get progress, uh, through. And again, it's like you get to
a place where you run into to the core issue. And you can kind of like stop and just go focus on
something else. Or you can choose the challenge status quo and, um. What was really shocking to me is
that there is no natural food lobby period. There's no one advocating for the natural food industry, real
food. Um, there's no seat at the table when these really large decisions are being made. And so right
now the large decision that's being made is the FDA's weighing. They, they will put nutrition facts on the
front of Every single package in the country. Yep.
Sonya (03:59):
Which they've been doing in Europe for a very, very long time.
Daniel (04:00):
They've been doing, in Europe, they've been doing Latin America. And it's, it's effective in some
ways. In some ways it's not. Um, there's a lot of great data points around it. Um,
Sonya (04:02):
Awareness and education.
Daniel (04:03):
It's awareness and education.
Sonya (04:04):
Yep, yep, yep.
Daniel (04:05):
And, so that's what we're working on. We're trying to make. This, we, we, so we are proposing to
the FDA during this period, a, a, a new style of, um, we're calling it like a little bug, like a little seal on the
front that has a QR code on it that is designed, driven, and the QR code. If consumers are interested in
learning more about what being, what a product, being high in saturated fat or sodium or added sugar is.
That there is a government landing page that just tells you de additional details on what that What that
means for your overall health. Not a scare tactic, just a place to get more information.
Sonya (04:11):
informing. Yeah. So that's how, that's nice. That's a nice. Uh, inclusive. Yes. First step. Yeah. I like
that.
Daniel (04:13):
Oh, thank you.
Sonya (04:14):
All right. Now we are at everyone's favorite part, which is our rapid fire finale. Are you ready?
Daniel (04:15):
Oh, no.
Sonya (04:16):
Yes. You you are ready. You are ready. Okay. All time. Favorite goodpop product?
Daniel (04:17):
Ooh. Um, you know, mango Chili was, has been one of my favorites forever. Um. Yeah. It's just
such a wonderful, I, I mean, I love fresh mango and putting chili powder on it. Yum. Um, wasn't our best
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performing flavor when we had it out on market, but it was a fan favorite and it's my personal favorite. I
miss it.
Sonya (04:22):
Okay. Well, you may have just answered my second question, which is flavor that failed and
surprised you?
Daniel (04:24):
So many. We had this, uh, we had, uh, banana cinnamon, which was just fresh. Oh. Fair trade
bananas that we peel, blend in fresh, local Texas dairy, um, organic cinnamon. So good. It tastes like
cereal milk. But oftentimes the most popular items, especially like in natural food, the most popular
flavors are not the best sellers. Yeah. That's just, that's just the reality.
Sonya (04:28):
Good insight. Uh, which goes to my next question, and you've already done a lot of this, but what
advice would you give to aspiring food entrepreneurs?
Daniel (04:30):
Yeah, I would say the most important thing is having passion for every aspect of what you're
doing. Um, this is a difficult industry and while there might be sexy headlines of businesses that raise a
lot of money or sell for a lot of money, um, this has to be something that is deep and core to you. Um,
you have to be trying to solve a problem that you're passionate about, that you're excited to wake up
every day. Uh, and advance forward. So I would say it's not, this is not about, this industry is not about
trying to make money necessarily as your primary. The primary is trying to have a secondary meaning
that I. You're passionate about, whether, whether it's a mission, um, whether it's reducing sugar in kids'
diets, uh, but there has to be a secondary meaning that pushes you forward as an entrepreneur.
Sonya (04:38):
Yep. Good advice. Alright. Fruit or chocolate?
Daniel (04:39):
Chocolate. Sorry.
Sonya (04:40):
Early birder. Night owl.
Daniel (04:41):
Earliest bird.
Sonya (04:42):
Good. I love it. Uh, most underrated ingredient.
Daniel (04:43):
I mean, we're here, we're looking at blue lemonade. This isn't, this isn't exclusive to Whole
Foods. Um, I'm going to say blue spirulina from the ocean.
Sonya (04:45):
I love that. That's fantastic. Um. One word that describes your leadership style?
Daniel (04:46):
I don't know. I'm, I mean, I feel like there's, that's, I'm, so, I don't know.
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Sonya (04:48):
Am I allowed to answer it for you? I, I'm gonna give you authentic, I mean, in everything that you
do, it shows through your product, your heart, your connection to your business, your higher purpose.
So I'm helping you out, my friend. Okay.
Daniel (04:51):
Thank you for that. And you're gonna make me emotional because that's very sweet.
Sonya (04:52):
Oh, it is true. Uh, I am, I am truly honored to be with you today. Alright. I have a few last ones.
First 30 minutes of your day.
Daniel (04:54):
Oh, on an ideal day, it is, I wake up slow. I turn on, I turn on very specific lighting in the house
that's dim. I, I make a French press coffee, light a candle. Um, and then I ease into my emails cleaning up
yesterday. And, and, and getting. Situated and set for the day, and it's for me and in general
entrepreneurs, this is a potentially very high anxiety type.
Sonya (04:58):
Sure.
Daniel (04:59):
Livelihood. And so, and from a leadership standpoint, I. Being low anxiety is one of the best
things that you can be for your team. Being a low, being a non-anxious presence.
Sonya (05:01):
Yes.
Daniel (05:02):
Right?
Sonya (05:03):
Yeah. Because teams absorb the energy of their leaders. Exactly. Yes. Yes.
Daniel (05:04):
And so that's one ideal way to ease into the day, to create a low anxiety. A day where you can go
out and and thrive.
Sonya (05:06):
Once again, you scooped my next question, which is what is the daily habit that keeps you
grounded? Uh, it sounds like that. Any others?
Daniel (05:08):
It's that, it's also, so I have, um, I'm 38 now and I've been doing this for 15 years and the last year
and a half, um, it's been a little different because I've had my first child.
Sonya (05:10):
Oh, congratulations. My wife and I. Congratulations.
Daniel (05:11):
Thanks. And, um, it is the most wonderful. Disruption of that, that perfect morning that I was just
talking about, like I don't, I love it when I hear him cry and it's in the middle of my, my perfect morning it,
I get excited to see him and spend time with him.
Sonya (05:14):
Oh, that makes my heart smile. Yeah. Alright, last one. What is next for GoodPop?
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Daniel (05:16):
We've been doing this for 15 years and we've been doing it. Very grassroots, bottom up trying to
change the industry. I think it's, it's bringing more of our friends who are doing the same along and
amplifying voices. Um, and that's what we're doing with the Good Food Collective. I think there's still so
much work to be done in, and part of the, part of the Good Food collective is this major gray area where
that food companies. That's really not governed by anybody, which is clean washing and greenwashing.
And just kind of this black hole of, of marketing tactics. I, I, I want to try to address that in our industry. I
do. So I think through the good food collective, that's, that's part of it. And we've got amazing support
from the natural food industry. Um, and then from a product standpoint, we're gonna keep innovating.
We're gonna keep cleaning up items that we grew up with as kids, um, for the next generation. And this
doesn't work unless we are. Making so much impact and so we have to keep going deeper and deeper
with that.
Sonya (05:27):
Wonderful. You are an inspiration. Um, thank you Daniel for going Beyond the Board with us
today. Your good pop story shows that when you blend purpose with passion, you don't just create
better products, you create positive change. I really appreciate you sharing your journey with our
listeners. Daniel Goetz turned a simple dream into a movement showing us that treats can be both
delicious and purposeful through organic ingredients, transparent sourcing and fearless advocacy.
GoodPop is reinventing what it means to be a modern Food Company. Thank you for tuning into Beyond
the Board. Until next time, keep supporting brands that are making our food system better. One bite at a
time.
11
When you want to use real ingredients or fresh local cut, you know, fresh Texas watermelons that
(00:01):
you cut on site is you've gotta re-engineer equipment sometimes to be able to handle real food. That
that was a really interesting kind of awakening. Um, as a 22, 23, 24 year-old trying to do something that
was different than the status quo, and a lot of that was just undoing 30, 40, 50, 60, 70 years mm-hmm.
Of the way that big food is marketing and creating products.
Sonya (00:05):
Welcome to Beyond the Board where we break bread with some of the most interesting industry
leaders. I am Sonya Gafsi Oblisk Chief Merchandising and Marketing Officer of Whole Foods Market, and
I'm honored to host in-depth conversations with some of the most innovative. And impactful leaders in
the food and beverage industry. Joining us today is Daniel Goetz founder and CEO of GoodPop. From its
humble beginnings at an Austin Farmer's Market, goodpop has grown into a national phenomenon,
reimagining frozen treats with a higher purpose. Under Daniel's leadership, the company has become a
blueprint for mission-driven food brands, championing ingredient transparency, sustainability practices,
and systemic change in our food system through bold environmental and policy initiatives. Welcome to
the show, Daniel. All right. We just did our sampling, uh, which was delicious and fun, and thank you for
sharing that. With me what incredible products and a portfolio. I'm going to take us back to the
beginning. Tell me your story. Tell me about the moment you decided to found goodpop.
Daniel (00:16):
It was an interesting moment because I was in college. Okay. I was over here just up the road at
University of Texas and. I was studying advertising and I was deeply, um, moved by, um, what makes
consumers really fall in love with brands. And I was also at that moment really into and still am today.
This is the core of what we do, um, this new wave of social enterprise.
Sonya (00:20):
Yes.
Daniel (00:21):
So there are certain kind of legacy social enterprise businesses like Whole Foods. Ben and Jerry's.
Patagonia. Yeah. But at this time, in two, in 2009, there were these new approaches like Tom's shoes,
where there was a one-to-one model where consumers really could understand direct impact.
Sonya (00:24):
Yes.
Daniel (00:25):
And I was so inspired by that, um, and knew that whatever I did with my life, it had to have that
type of impact. However I spent my efforts, like that's, um, I know what makes me feel good.
Sonya (00:27):
Yeah.
Daniel (00:28):
Um, goes back to my childhood when my mom would throw birthday parties for us and instead
of them being like pizza parties at Chuck E. Cheese, she would host community events where it was just
me and my friends doing, um, a give back project.
Sonya (00:31):
Amazing.
1
Daniel (00:33):
In the neighborhood. And it was so embarrassing when you're 8, 9, 10 years old to like. Plant a
tree instead of having like, yeah, the normal party. Um, but it always left myself and all of my friends
feeling so good. And so that's always been, uh, woven in is like, this is this component of, um, feeling
really great when you can do something that doesn't have to have a good impact.
Sonya (00:37):
Yes.
Daniel (00:38):
Um, but take it one step further to, to where you can actually do something great. And so, um.
Getting back to the original question.
Sonya (00:40):
Yeah, yeah.
Daniel (00:41):
Social, social impact. I knew that I needed to get into that. Um, I knew that's where I would feel
really great in my life. Um, I spent time in Mexico as a senior. Okay. Um, and fell in love with these fresh
fruit paleta made with locally grown fruits. And they were just so fresh and delicious and got back to
Austin and there just was not anything like it. Yeah. Not at the grocery store. Um. Like you couldn't find
anything like it. So I found myself just thinking about popsicles
Sonya (00:46):
Yeah.
Daniel (00:47):
For a while. Um, and in class one day I just kind of put, um, social enterprise, this love for paleta
and also what was happening in the natural foods movement. So, I mean, Whole Foods, um, is, you
know, the, the, you know, the, the founder of the movement, it wouldn't exist without Whole Foods. And
we're at the epicenter of that here in Austin. Um, so, um, just putting those three concepts together, I'm
in class and I just decided to start designing a logo and then designing flavors. Um, and from there I took
my lawn mowing money from middle school, um, and put it into making my first batch and selling them.
Um, at the farmer's market in Austin.
Sonya (00:54):
Unbelievable. That is an incredible, um. Story. I, I feel like I need to now interview your mom and
just her amazing philosophy around giving back and like teaching you from a young age that it's like you
can do both, you know, you can have fun and give back, which translated into you can build a business
and give back, and like the spirit of social entrepreneurship is just incredible. So thank you for sharing
that. Personal moments. So you started this, you took it to the Austin Farmer's Market and then like a lot
happened, I know between then and where we are today with these gorgeous packages and product
lines and national distribution and Whole Foods obviously and many other retailers. Tell me a little bit
about scaling. Like what challenges did you face through this long journey? I know it must not have been
easy.
Daniel (01:03):
Yeah, no, Sonya, I've had a little bit of a different. Journey than most, um, CPG natural food
businesses. We, um, we've been bootstrapped since day one, which means we've never raised outside
capital.
2
Sonya (01:07):
Yeah.
Daniel (01:08):
Um, so I've had to be very targeted in everything that we did, um, and also take this approach of
deeper, not wider. So like when we talk about, when I talk and think about partnerships. I take it a step. I
know Whole Foods has a very meaningful definition of partnerships, but I take it
Sonya (01:11):
one of our core values I know is Win-Win supplier partnerships. Absolutely. So I love that. And I
love it that, you know, that, that's fantastic. Of course. I appreciate that.
Daniel (01:13):
Whole Foods has been good. Pop would not exist without Whole Foods. I'm just going to, and,
and the good pop story is also the whole food story and vice versa.
Sonya (01:15):
Thank you for saying that.
Daniel (01:16):
It is. Um, and it's a, and it's real. Um. So, because we never raised capital, um, I had to go do a
farmer's market an, event and try to make a little bit of money selling popsicles and then put that away
and do that again and put it away until I could afford to buy packages.
Sonya (01:19):
Sure.
Daniel (01:20):
Um, I designed the packages on, um, my, my li my, uh, student license that I still had. 'Cause I
was, I was at ut my student license at Photoshop. Um, designed the packages, got them printed, and
then I would make the pops at night in the morning. I would deliver them. So I'd deliver them to this
building 15 years ago in my
Sonya (01:24):
Wow.
Daniel (01:25):
In my car, in a cooler. Um, and then I would go deliver them all around Austin. Um, and then in
the afternoon I would do demos and sometimes two demos at Whole Foods.
Sonya (01:27):
Okay. Amazing.
Daniel (01:28):
Yeah, so that's how this business was really, uh, kickstarted was, was through. Um, real
relationships, um, knowing the people at receiving at every building mm-hmm. And making sure they
knew what good pop was and why it was different and better. Um, knowing the people stocking the
shelf. So like, this is a real partnership.
Sonya (01:32):
Yeah.
Daniel (01:33):
Um, it's not just top down and it's, it's not empty. This is the most genuine and authentic version
of partnership that. I think that I've, I've seen in my time in 15 years, um, this partnership with GoodPop
and Whole Foods.
3
Sonya (01:37):
Love that. I love it. It's the stakeholder model that, you know, John Mackey talks about in his book
Conscious Capitalism. Uh, and it really is like the stakeholder model. An action where it takes everyone
having a vested interest and a lot of compromising, and nothing is a zero sum game. It's all about like,
how can we create more together? And it's just, it's, it's inspiring to hear that story. I wanna ask you a
little bit more about the products. Uh, you know, they're, they're what you do, but they are really unique
in the proposition that they bring. To customers just in their quality, their focus on healthfulness, the
cleanness of their ingredients. Can you tell me more about how you choose your suppliers and
ingredients?
Daniel (01:45):
Yeah, absolutely. We, the, so from a, from a sourcing standpoint, um, and, and really every area
of our business, and you're talking about the stakeholder model that is really looking at every area that
your business touches and making sure. That you're going deep and that you're adding value there. Um,
and so going back to the very beginning and, and the comment I made about, we're playing in a sugar
water category. Sure. So popsicles have always been sugar water, which means the infrastructure around
how these products are made. So the equipment, the facilities, they've all been designed to just. I put
sugar and water in
Sonya (01:52):
and artificial coloring, by the way.
Daniel (01:53):
I mean, oh, and everything else should say that. Everything else. Well, everything else, you know,
gums, yes. Every ev everything that comes with that. And, um, so part of the challenge when you want
to use real ingredients or fresh local cut, you know, fresh Texas watermelons that you cut on site is
you've gotta re-engineer equipment sometimes to be able to handle, um, real food. That was a, um.
That, that was a really interesting kind of awakening, um, as a 22, 23, 24-year-old trying to do something
that was different than the status quo. And a lot of that was just undoing 30, 40, 50, 60, 70 years of the
way that big food is marketing and creating products. Um, so, so that became right off the bat, every
ingredient that we source is, is. So specific, so to the varietal of the fruit, the, the growing region. And we
work directly with our farmers to make sure, because, or organic Valencia orange juice is not an item
that is, uh, ubiquitous. Right. You know, you have to work with the farmers that need to know what to
expect. So building those really deep relationships with our suppliers all around the world.
Sonya (02:04):
And you participate in Fair Trade as well, right?
Daniel (02:05):
We were the first brand in our category in frozen desserts to be Fair Trade certified. And
Sonya (02:06):
I love that.
Daniel (02:07):
That was in 2012. And that is again, another example of this, this real partnership. Yeah. So I ask,
um, I ask, I have one. A very lucky conversation with a wonderful leader here at Whole Foods. And I, I
said, Hey, what's, what are you guys working on? What's important? Yes. Um, and they said, they said
4
Fair trade. And so I became an expert in that and try to learn everything as, try to learn everything there
was to know about Fair Trade.
Sonya (02:13):
Amazing. I wanna get you to be, uh, sourced for good. That's in our private label. We have, uh,
you know, sourced for Good is a program we have that supports. Workers, communities and the
environment. And it's all about, uh, mostly produce and agricultural products, but where we give back a
social premium and the workers actually get to decide how to invest that in their communities. So I'm
like, uh, I need to figure out a way to get, uh, goodpop in that program. You now sparked an idea for me.
Daniel (02:18):
I would love to talk about it. And you know, these. The supplier relationships, especially outside
of the US where, um, labor regulations are, um, there's a lot of gray area.
Sonya (02:20):
Yes, there is.
Daniel (02:21):
And there's a lot of ingredients that cannot be sourced in the US like cocoa, um, coconuts, vanilla.
Mm-hmm. Um, et cetera, et cetera. So, um, it's our responsibility as a company not to just make a clean
product, but if we're really a mission-based business that's trying to. Do good across every area that our
business touches. We have to think about the farmers in countries where they are third, fourth, fifth
generation farmers and are unable to get out of poverty based on
Sonya (02:26):
That's right.
Daniel (02:27):
The system that exists.
Sonya (02:28):
That's right.
Daniel (02:29):
So, um, forever grateful for, uh, whole Foods, uh, for turning me on to. Um, this as a systemic
problem that needed to be fixed.
Sonya (02:31):
I love, I love, I love that. How, how do you communicate all of this to your customers? I mean,
there's just an incredible level of differentiation, of social responsibility, of sustainability, of wellness, like
built into your product model. What are the ways that comes to life to help drive awareness of what
Goodpop is?
Daniel (02:35):
Yeah. Na Sonya, that's such a good question because, um. Yeah, we all know that consumers are,
are really, and, and, and families and shoppers are just busier than ever and have less attention, less
attention span, um, for everything that's going on. We're just, we're just in this really fast paced, busy
world. And so that's always been a challenge. Um, what do we communicate and how do we
communicate it? Um, what's too much, what's too little?
Sonya (02:40):
Mm-hmm. And.
5
Daniel (02:42):
From my standpoint, I want to be genuinely good and it's the, the reason that our brand is good
pop is because it's a vehicle for us to do good in every area that our business touches. Do we need to get
credit for that every time we do something? Absolutely not. That's not the point. The point is absolutely
to be genuine in every single, in, in every single effort there. Um, because consumers. If they find out,
that's great. If they don't find out, that's fine because we know the good that we're giving back internally
Sonya (02:47):
And you do the work for them. I, I, it's so interesting to listen to you talk about this. It is, you
know, I have a parallel experience with my marketing team here at Whole Foods. There is so much work
that goes, you know, we have over 500 band ingredients. We have all of these quality standards, all of
our work in animal welfare, and you know, the average person that walks through our door. To go
shopping maybe understands 5% of the work that actually happens behind the scenes. And so the point
of like we are doing it on their behalf. Uh, but we're not doing it to get credit for it. Uh, I love that. And
it's definitely a shared value. And, uh, you know, food, as you started saying earlier today, like food is
about fun and joy, and particularly in frozen novel novelties, like it's really about fun. Yeah. Uh, and joy.
And so, uh, it's nice that there is a serious side behind it, but it's, it, you know, it doesn't need to carry,
uh, the burden of that. Uh, in the expression of the brand. So I really, I like how you said that and how
you're, um, thinking about it. I wanna ask you something else. I know you're involved in food rescue
initiatives. Can you tell me a little bit about what you're doing and like what inspired your focus on
reducing food waste?
Daniel (03:00):
I think once you get into the weeds of any aspect of business, and if you choose to. If you choose
to kinda keep peeling the layers of the onion back, you start to see, you start to see all of the problems.
And we talked a little bit about, um, labor. Um, we talked about, uh, you know, from a fair trade
standpoint, but also when you go to a food production facility, when you go to a place where you know,
they're, they're processing fruits, they will discard anything that's not considered beautiful for retail. Um,
and, and there is a secondary market for that. Mm-hmm. Um, but that secondary market is not always,
um, it's, it's not always a value add to the growers, meaning it's like a breakeven or a loss. Sure. Um, and
so I felt like if there's great fruit and all we're doing is cutting it and juicing it or peeling it and juicing it.
Um, we should pay a fair wage for that. It shouldn't just be scrap that, you know? And, um, it, so this
goes back to the win-win side of
Sonya (03:10):
Yeah.
Daniel (03:11):
Of, um, and it goes back to a couple of things. One, undoing, undoing. A lot of these really sort of,
um, bad tendencies that we've seen in food marketing, which is in fruit. Fruit has to look perfect and if it
doesn't, the consumer's not interested. Um, we've gotta start getting away from that. I agree from a
retail standpoint because there's way too much food waste happening in retail and, um, just throughout
the entire supply chain.
Sonya (03:16):
Agree.
6
Daniel (03:18):
Um, so either way, um, it's, it's something that you see a problem and you can ignore it as a
business or you can try to do your part to advance and, uh, challenge status quo.
Sonya (03:20):
That is fantastic, and I know you have a great partnership with Keep Austin Fed, which is one of
your outlets for food redistribution. That's right. Yep. And then, so what else do you do, like beyond, um,
donations? Is there anything else that actually happens that, uh, you can share around managing or
reducing food waste?
Daniel (03:24):
We work with, um, an incredible organization called Brighter Bites. They. Um, we, we donate
food to, to, and funds, to, to. Brighter bites are amazing partner of ours. They go into the school systems,
um, lower income schools where there's a much lower education from, uh, the family standpoint of how
to incorporate fruits and vegetables into their daily diet. So like, um, a lot of. You, there's this, there's this
anecdote that, you know, the founder of Brighter Bites said that the reason she started, she's a doctor.
The reason she started it was you ask a kid where an apple comes from and they'll say the grocery store.
Sonya (03:30):
Right.
Daniel (03:31):
You know, and, and, and like that's something that you hear, you'll hear a 5-year-old in, in any
state across the country.
Sonya (03:33):
Yeah.
Daniel (03:34):
And so reconnecting people, um, reconnecting parents to real food, giving them, um. The ability
to incorporate it into their diet and resetting taste buds. Everything does not have to come out of a, and
shouldn't come out of a, a crinkly wrapper. It shouldn't be, it shouldn't all be packaged.
Sonya (03:37):
Right.
Daniel (03:38):
Um, we need to get away from that.
Sonya (03:39):
It's, it's, it's, and it doesn't all need to have sugar added.
Daniel (03:40):
Exactly. Yeah. Exactly. Um, so yeah, they're a wonderful organization and they're, they're one of
many that, um, we like to. To support. To support. Yeah, absolutely.
Sonya (03:42):
That is awesome. I also saw that you launched, uh, the Good Food Collective, which is a natural
food lobby advocating for consumers, food transparency, and true transparency around all ingredients.
Uh, tell us a little bit about this. What inspired you to start it?
Daniel (03:45):
Yeah, no, Sonya, this is, so, it's pretty interesting because we, I've been in the natural food
industry for 15 years. Um, we're trying to solve one problem, which is added sugars and, and kids' food
and, um, you know, sugar water categories. And so we're in this little space trying to remove sugar from
7
kids' diets and, and provide something better. Um, and I have so many friends and peers in the space
that are trying to do the exact same thing, but they're doing it in their own silo. And when you get to the
top and you try to figure out why we can't ad advance the food system in this country, it's often, it, it's
DC and it's big food lobbies make it impossible to get progress, uh, through. And again, it's like you get to
a place where you run into to the core issue. And you can kind of like stop and just go focus on
something else. Or you can choose the challenge status quo and, um. What was really shocking to me is
that there is no natural food lobby period. There's no one advocating for the natural food industry, real
food. Um, there's no seat at the table when these really large decisions are being made. And so right
now the large decision that's being made is the FDA's weighing. They, they will put nutrition facts on the
front of Every single package in the country. Yep.
Sonya (03:59):
Which they've been doing in Europe for a very, very long time.
Daniel (04:00):
They've been doing, in Europe, they've been doing Latin America. And it's, it's effective in some
ways. In some ways it's not. Um, there's a lot of great data points around it. Um,
Sonya (04:02):
Awareness and education.
Daniel (04:03):
It's awareness and education.
Sonya (04:04):
Yep, yep, yep.
Daniel (04:05):
And, so that's what we're working on. We're trying to make. This, we, we, so we are proposing to
the FDA during this period, a, a, a new style of, um, we're calling it like a little bug, like a little seal on the
front that has a QR code on it that is designed, driven, and the QR code. If consumers are interested in
learning more about what being, what a product, being high in saturated fat or sodium or added sugar is.
That there is a government landing page that just tells you de additional details on what that What that
means for your overall health. Not a scare tactic, just a place to get more information.
Sonya (04:11):
informing. Yeah. So that's how, that's nice. That's a nice. Uh, inclusive. Yes. First step. Yeah. I like
that.
Daniel (04:13):
Oh, thank you.
Sonya (04:14):
All right. Now we are at everyone's favorite part, which is our rapid fire finale. Are you ready?
Daniel (04:15):
Oh, no.
Sonya (04:16):
Yes. You you are ready. You are ready. Okay. All time. Favorite goodpop product?
Daniel (04:17):
Ooh. Um, you know, mango Chili was, has been one of my favorites forever. Um. Yeah. It's just
such a wonderful, I, I mean, I love fresh mango and putting chili powder on it. Yum. Um, wasn't our best
8
performing flavor when we had it out on market, but it was a fan favorite and it's my personal favorite. I
miss it.
Sonya (04:22):
Okay. Well, you may have just answered my second question, which is flavor that failed and
surprised you?
Daniel (04:24):
So many. We had this, uh, we had, uh, banana cinnamon, which was just fresh. Oh. Fair trade
bananas that we peel, blend in fresh, local Texas dairy, um, organic cinnamon. So good. It tastes like
cereal milk. But oftentimes the most popular items, especially like in natural food, the most popular
flavors are not the best sellers. Yeah. That's just, that's just the reality.
Sonya (04:28):
Good insight. Uh, which goes to my next question, and you've already done a lot of this, but what
advice would you give to aspiring food entrepreneurs?
Daniel (04:30):
Yeah, I would say the most important thing is having passion for every aspect of what you're
doing. Um, this is a difficult industry and while there might be sexy headlines of businesses that raise a
lot of money or sell for a lot of money, um, this has to be something that is deep and core to you. Um,
you have to be trying to solve a problem that you're passionate about, that you're excited to wake up
every day. Uh, and advance forward. So I would say it's not, this is not about, this industry is not about
trying to make money necessarily as your primary. The primary is trying to have a secondary meaning
that I. You're passionate about, whether, whether it's a mission, um, whether it's reducing sugar in kids'
diets, uh, but there has to be a secondary meaning that pushes you forward as an entrepreneur.
Sonya (04:38):
Yep. Good advice. Alright. Fruit or chocolate?
Daniel (04:39):
Chocolate. Sorry.
Sonya (04:40):
Early birder. Night owl.
Daniel (04:41):
Earliest bird.
Sonya (04:42):
Good. I love it. Uh, most underrated ingredient.
Daniel (04:43):
I mean, we're here, we're looking at blue lemonade. This isn't, this isn't exclusive to Whole
Foods. Um, I'm going to say blue spirulina from the ocean.
Sonya (04:45):
I love that. That's fantastic. Um. One word that describes your leadership style?
Daniel (04:46):
I don't know. I'm, I mean, I feel like there's, that's, I'm, so, I don't know.
9
Sonya (04:48):
Am I allowed to answer it for you? I, I'm gonna give you authentic, I mean, in everything that you
do, it shows through your product, your heart, your connection to your business, your higher purpose.
So I'm helping you out, my friend. Okay.
Daniel (04:51):
Thank you for that. And you're gonna make me emotional because that's very sweet.
Sonya (04:52):
Oh, it is true. Uh, I am, I am truly honored to be with you today. Alright. I have a few last ones.
First 30 minutes of your day.
Daniel (04:54):
Oh, on an ideal day, it is, I wake up slow. I turn on, I turn on very specific lighting in the house
that's dim. I, I make a French press coffee, light a candle. Um, and then I ease into my emails cleaning up
yesterday. And, and, and getting. Situated and set for the day, and it's for me and in general
entrepreneurs, this is a potentially very high anxiety type.
Sonya (04:58):
Sure.
Daniel (04:59):
Livelihood. And so, and from a leadership standpoint, I. Being low anxiety is one of the best
things that you can be for your team. Being a low, being a non-anxious presence.
Sonya (05:01):
Yes.
Daniel (05:02):
Right?
Sonya (05:03):
Yeah. Because teams absorb the energy of their leaders. Exactly. Yes. Yes.
Daniel (05:04):
And so that's one ideal way to ease into the day, to create a low anxiety. A day where you can go
out and and thrive.
Sonya (05:06):
Once again, you scooped my next question, which is what is the daily habit that keeps you
grounded? Uh, it sounds like that. Any others?
Daniel (05:08):
It's that, it's also, so I have, um, I'm 38 now and I've been doing this for 15 years and the last year
and a half, um, it's been a little different because I've had my first child.
Sonya (05:10):
Oh, congratulations. My wife and I. Congratulations.
Daniel (05:11):
Thanks. And, um, it is the most wonderful. Disruption of that, that perfect morning that I was just
talking about, like I don't, I love it when I hear him cry and it's in the middle of my, my perfect morning it,
I get excited to see him and spend time with him.
Sonya (05:14):
Oh, that makes my heart smile. Yeah. Alright, last one. What is next for GoodPop?
10
Daniel (05:16):
We've been doing this for 15 years and we've been doing it. Very grassroots, bottom up trying to
change the industry. I think it's, it's bringing more of our friends who are doing the same along and
amplifying voices. Um, and that's what we're doing with the Good Food Collective. I think there's still so
much work to be done in, and part of the, part of the Good Food collective is this major gray area where
that food companies. That's really not governed by anybody, which is clean washing and greenwashing.
And just kind of this black hole of, of marketing tactics. I, I, I want to try to address that in our industry. I
do. So I think through the good food collective, that's, that's part of it. And we've got amazing support
from the natural food industry. Um, and then from a product standpoint, we're gonna keep innovating.
We're gonna keep cleaning up items that we grew up with as kids, um, for the next generation. And this
doesn't work unless we are. Making so much impact and so we have to keep going deeper and deeper
with that.
Sonya (05:27):
Wonderful. You are an inspiration. Um, thank you Daniel for going Beyond the Board with us
today. Your good pop story shows that when you blend purpose with passion, you don't just create
better products, you create positive change. I really appreciate you sharing your journey with our
listeners. Daniel Goetz turned a simple dream into a movement showing us that treats can be both
delicious and purposeful through organic ingredients, transparent sourcing and fearless advocacy.
GoodPop is reinventing what it means to be a modern Food Company. Thank you for tuning into Beyond
the Board. Until next time, keep supporting brands that are making our food system better. One bite at a
time.
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