Justin’s Nut Butter: Justin Gold. He Was Waiting Tables, Then...He Reinvented Peanut Butter.

In this episode of How I Built This, Guy Raz interviews Justin Gold, the founder of Justin's nut butter, detailing the journey of the brand from its inception to its current status. Justin originally aimed to create a better peanut butter than what was available in stores while he was waiting tables in Boulder. The idea sparked as he experimented with flavors using a food processor in his kitchen. After gaining initial traction at local stores and farmer's markets, Justin faced stagnating sales until he innovated by creating squeeze packs of peanut butter, making it portable and appealing to athletes.

The conversation covers the challenges Justin faced in scaling the business, raising funds, and dealing with loss after the untimely passing of his partner, Lance Gentry. Justin reflects on how he learned to adapt the brand within a larger corporate structure when Hormel acquired Justin's for $280 million. After stepping away from the brand, he recognized the need for focus and innovation to help it thrive.

Recently, Justin returned to Justin's with a new investment partner, aiming to revitalize the brand and capitalize on its potential in the natural food market. He highlights the balance between hard work and luck in his entrepreneurial journey, emphasizing that success is a combination of perseverance and the right timing.