From Farmer’s Markets to 12,000+ Retail Locations in a Decade, With Ashley Thompson, Founder of MUSH

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Ashley Thompson transformed cold oatmeal into a powerhouse brand sold in over 12,000 retail locations, scaling MUSH from a farmers market stall to a national favorite with the help of a pivotal Shark Tank deal. Joining Lindsay Pinchuk in this episode, the MUSH founder shares how she left a fast-track finance career at Goldman Sachs at 24 to build a mission-driven business from the ground up, without a business plan, outside funding, or prior food experience.

Ashley recounts the early hustle of handmaking oats in her kitchen, demoing at local shops, and delivering products herself, all while using direct customer feedback to refine the brand. She explains how MUSH landed on Whole Foods shelves, survived a Shark Tank-fueled surge that nearly shut down the business, and ultimately scaled through smart automation and a disciplined, capital-efficient approach.

This episode shows what shaped Ashley’s choices as MUSH grew, from holding off on new products for years to building a team that could support large-scale growth across Target, Costco, and Kroger. She explains what helped her stay focused, how she made decisions with limited resources, and what she’s still learning about leading a brand at scale. If you’re building something from the ground up, there’s a lot here to sit with… and you won’t want to miss it!

Episode Breakdown:

00:00 From Farmers Markets to 12,000 Retail Locations

04:20 Quitting Goldman Sachs to Build MUSH from Scratch

14:45 Getting into Whole Foods and Landing a 10-Store Trial

19:25 Shark Tank Deal with Mark Cuban and Sudden Growth

24:35 Surviving the Post-Shark Tank Chaos

29:25 Why MUSH Focused on Retail Over DTC

34:05 Launching Protein Bars and Expanding the Product Line

39:00 Marketing Strategy Behind a National Health Brand

Connect with Ashley Thompson:

https://www.instagram.com/mush

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