We’re chatting about how she got into Wholefoods, pitfalls to look out for when you’re in the CPG space and building your network.

As Lil Bucks approaches its third birthday this April, the founder reflects on the incredible journey that began in April 2018. Launching at a fitness festival in Chicago was both thrilling and challenging. Picture this: a frigid day in April with temperatures hovering around 30 degrees Fahrenheit, while other cities enjoyed the warmth of spring. She was there, ready to introduce her sprouted buckwheat brand to the world.

Negotiating a spot at the festival was an adventure in itself. While most sponsorships typically cost between $1,500 and $2,000, she managed to secure theirs for just $200. The atmosphere was electric, with various fitness studios and gyms participating in outdoor workouts, and her little booth was ready to showcase their product—a crunchy vegan fudge made from buckwheat.

To her surprise, despite the biting cold, fitness enthusiasts showed up in droves. She initially expected a sparse crowd, convinced that the weather would deter attendees. But the dedication of those committed to their workouts shone through, and before she knew it, they had sold out of their product bags! That day marked a pivotal moment for the brand, as she also secured their first retailer—a juice bar owner who loved what they were doing.

The experience was a true crash course in entrepreneurship. She remembers feeling awkward as she fumbled through her pitch, but the moment she connected with the first customer, it all clicked. It was a classic case of “just do it,” echoing Nike’s famous mantra.

Learning on the Go

In those early days, she was learning as she went, embracing the chaos that came with it. The launch had been prepped with a website she stressed over until 3 AM the night before, believing that perfection was essential. However, she quickly learned that perfection is an illusion in entrepreneurship. On the day of the festival, she also took to Instagram to announce their launch. To her delight, she received 50 orders, primarily from friends and family. The excitement was palpable until reality hit—she had to figure out shipping! Her apartment quickly turned into a mini-warehouse as she scavenged for boxes and shipping supplies.

Looking back, it’s clear that this journey taught her invaluable lessons about logistics, planning, and the importance of having a full understanding of the business ecosystem. She often shares these insights with budding entrepreneurs, urging them to think through the entire transaction process before diving in.

Finding Their Footing

As she navigated the first year, she focused on farmers' markets and building connections. Educating the public about sprouted buckwheat was no easy task, especially since it was a new concept for many. A breakthrough came when she was granted a meeting with Whole Foods to pitch her product for the Midwest region. The meeting felt surreal, and when they agreed to carry her product across 51 stores, she knew they had hit a significant milestone.

Securing Whole Foods was a game-changer. It provided the credibility needed to attract investors, refine branding, and streamline operations. The process taught her the importance of presenting a polished image and being taken seriously as a female entrepreneur in a competitive landscape.

When the pandemic struck shortly after their launch into Whole Foods in March 2020, the challenges multiplied. With in-person demos halted, they had to pivot quickly to an online-focused strategy. Thankfully, her digital marketing background came in handy. E-commerce grew exponentially during this time, and they adapted their marketing strategy accordingly.

Embracing Change and Growth

Fast forward to today, and Lil Bucks has expanded to around 250 stores and continues to grow. The next 12 months are set to be crucial as they transition from a startup mindset to one of scale and sustainability. She recently brought on her first corporate teammates and is diving into leadership and team-building literature like never before.

Shifting from being the sole creator to a leader guiding a team has its challenges, but it’s also incredibly rewarding. She focuses on creating processes and fostering an environment where everyone can thrive and contribute to the brand’s vision.

Advice for Aspiring Female Entrepreneurs

For any woman sitting on a big idea, her advice is simple: build your community. Surround yourself with people who are a step ahead in their journey, as they can provide invaluable insights and support. Connecting with fellow entrepreneurs who understand the challenges faced is essential; sharing the load and learning from each other’s experiences can be transformative.

Whether through formal networks or casual meetups, finding your tribe can be a game-changer. She started a Chicago female founders group to create that sense of connection, and it has been incredibly fulfilling.

As they celebrate their third anniversary, she feels filled with gratitude for the support of the community, their loyal customers, and the incredible team they’re building. Here’s to many more years of crunching their way to success with Lil Bucks!