Justin’s Nut Butter: Justin Gold. He Was Waiting Tables, Then...He Reinvented Peanut Butter.
At 25, Justin Gold was making experimental peanut butter in his home kitchen with a food processor and a stack of recipe journals. His singular obsession: bring new life to a tired lunchtime staple. What started as late-night experiments with honey, cinnamon and banana eventually became Justin's — one of the most influential natural food brands of the last two decades. At first, Justin got rejected by most grocery stores he approached. He worked overnight in a shared industrial kitchen, hand-filling jars one at a time. He couldn’t get a distributor, so he stocked the shelves at the Boulder Whole Foods himself. And when growth stalled… he had an idea during a mountain bike ride that would transform the company: What if peanut butter came in a squeeze pack? In this episode, Justin explains how relentless experimentation and stubbornness helped him build a category-defining brand — and how, with each entrepreneurial milestone, an even more challenging one emerged. YOU’LL LEARN: How Justin reverse-engineered flavored peanut butter in his apartment How launching in Boulder gave him a big advantage How he learned when to listen to feedback, and when to ignore it The deal he made with Whole Foods: “I’ll stock the shelves myself.” How the squeeze pack transformed the business, and why it almost didn’t work The power of naïve persistence in entrepreneurship Timestamps: 00:09:35 — The obsessive recipe experiments that became Justin’s edge 00:16:25 — Getting support from Boulder’s startup food community 00:21:28 — Raising $35,000– and shocking his family: “I wanna make peanut butter!” 00:42:51 — The farmers market feedback that changed the product line 00:46:56 — Justin talks his way into the first Whole Foods 00:51:47 — Justin’s gets into more stores, but sales start to stagnate 00:53:35 — The mountain bike ride that sparked the squeeze-pack idea 01:19:43 — The brand gets sold, Justin gets fired…and invited back This episode was produced by J.C. Howard, with music by Ramtin Arablouei. Edited by Neva Grant, with research help from Alex Cheng. Follow How I Built This: Instagram → @howibuiltthis X → @HowIBuiltThis Facebook → How I Built This Follow Guy Raz: Instagram → @guy.raz Youtube → guy_raz X → @guyraz Substack → guyraz.substack.com Website → guyraz.com See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.