Taste Radio

In this episode, we examine brand-building and retail strategies for center store grocery in interviews with the founders of two category-leading brands: Katlin Smith, the founder and CEO of fast-growing baking mix brand Simple Mills, and David Eben, the founder of Carrington Farms, a leading brand of organic seeds, grains and oils. Smith is the founder and CEO of Simple Mills, a brand of natural baking mixes, crackers and cookies, that she launched in 2013. Over the past six years, Simple Mills has become one of the leading natural brands in the spaces in which it plays. Its products are distributed in over 13,000 conventional and natural grocery stores including Whole Foods, Sprouts, Target, Kroger and Safeway. Smith was named to the Forbes 30 Under 30 Class of 2017 and based on what you’ll hear in our interview, it’s easy to understand why. Smith spoke about the origins of Simple Mills, how she assessed the opportunity for a better-for-you baking mix brand, what her first year was like and her definition o