Taste Radio

It’s the ultimate question every CPG founder must tackle: How do I make consumers truly care about my brand? The challenge grows even more complex when your brand is built around an ingredient that’s often misunderstood and overlooked. Emily Griffith, founder and CEO of Lil Bucks, a modern snack brand that champions buckwheat as its hero ingredient, knows firsthand the trials and tribulations of creating products that not only require consumer education but also demand a passionate, loyal following. In this episode, Emily shares her journey starting from selling Lil Bucks at farmers markets to becoming a sought-after brand in retail stores. She discusses the importance of clear messaging (think "gut-friendly granola bites") to connect with consumers and how simplicity, rather than over-innovation, led to success.  Emily also talks about sourcing strategies, collaborating with farmers, and the journey to securing key partnerships, including Whole Foods, fundraising for the company’s Series A round and staying