HeyJaredThe Long Aisle with Lucas Ballasy: Inside the Minds of CPG Founders Playing the Long Game
The shelf is unforgiving. The economics are brutal. And the founders who make it think differently, they play a longer game.
- Indexed episodes, last 90 days
- 3
- Latest publication
- Sep 16, 2026
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- Earliest in this view
- Jul 20, 2026
Latest episodes
Sweet Loren's · Loren Castle on Building a Business Around What Makes You Happy (opens the original)
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Loren Castle started Sweet Loren's in her mom's kitchen in New York in 2011, obsessed with creating a better for you cookie dough that didn't exist yet. She rode the subway with her recipe and a toaster oven to demo at a New York City Whole Foods, standing there taking in what every person who tried it had to say. Fifteen years later it's the #3 three cookie dough in the country, in over 35,000 supermarkets, and it's gone well beyond cookie dough, expanding to everything from pizza crusts to oat
Edible Brands · Somia Farid Silber on Leading the Family Business She Grew Up In (opens the original)
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Somia Farid Silber is CEO of Edible Brands, the company behind Edible Arrangements, the fruit bouquet business her dad, Tariq Farid, started on a counter in the back of his Connecticut flower shop. The first store opened when she was six years old. She grew up working in every part of it and took over as CEO in 2024. Today Edible Brands includes the arrangements business and Roti, a Mediterranean fast-casual chain, and she also serves as CEO of Edibles.com, a separate business that brings hemp-d
Loonen · Clara Sieg & David Kimmell on Balancing Parenthood and Entrepreneurship & the Two Days That Made Them Partners (opens the original)
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Loonen is bottled water that starts at a spring, moves in stainless steel, and goes into glass and only glass, never plastic. Every batch is tested by an outside lab for more than 350 contaminants, and the results are behind a QR code on the label. It launched at the end of last year, is now in Sprouts, and has turned into the bottle influencers and celebrities can't help posting on social. Behind it are two people who came at this from opposite sides of the table: Clara Sieg and David Kimmell.
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