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Jun 3, 2019 · 46m · how-i-built-this

Live Episode! Tofurky: Seth Tibbott

Seth Tibbott · 25m spoken Guy Raz · 15m spoken
0:00 / 0:00

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In this live episode of NPR's 'How I Built This,' host Guy Raz interviews Tofurky founder Seth Tibbott, exploring how he overcame two decades of financial hardship and lived in a treehouse before building an iconic, family-owned plant-based food empire.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Guy holds 39.3% of the talking time here. How this is scored →

Guy as informed peer 2.3 Guest teaching 1.7 Guest disagreement 0.4 Guy pushing back 1.0
05100:0015:0030:0045:003:49–8:56 · Guy as informed peer 1/10 Childhood Food Habits and Becoming a Vegetarian Guy Raz gently prompts Seth Tibbott to share his background as a picky eater and his early conversion to vegetarianism after reading Frances Moore Lappe's book. The conversation is entirely friendly and narrative-driven.8:57–11:53 · Guy as informed peer 2/10 Discovering Tempeh at The Farm Commune Seth educates Guy and the audience on the origins and biological process of making tempeh using Rhizopus oligosporus mold at 88 degrees. The dynamic is educational and cooperative.11:53–16:47 · Guy as informed peer 2/10 Founding Turtle Island Soy Dairy with Christmas Lights Guy reacts with amusement to Seth's makeshift production setup using Christmas lights in a refrigerator and his first sales to a tiny local Indonesian restaurant. The tone is relaxed and humorous.16:48–25:06 · Guy as informed peer 2/10 The Old Schoolhouse, Clown Tenants, and Seven Years in a Treehouse Seth recounts renting school rooms to clowns Ace and Space and living in a $25-a-month treehouse for seven years. Guy highlights the financial absurdity of the situation while Seth recounts turning down a $25k buyout.25:10–34:07 · Guy as informed peer 2/10 Mid-Show Station Break Guy probes Seth on making almost no income for nearly a decade before teaming up with the Robles to package the first commercial Tofurky roast. Seth playfully corrects Guy on his exact cumulative earnings.34:07–40:50 · Guy as informed peer 3/10 Perfecting the Recipe, Viral Media, and Reaching Profitability Seth explains blending seitan and tofu to improve the texture and welcoming the national media mockery that drove widespread brand recognition. Guy guides the timeline to the company's eventual profitability around 2001.40:50–45:35 · Guy as informed peer 4/10 Mainstream Success, Retaining Ownership, and Reflection on Luck Guy presses Seth on why he refuses lucrative buyout offers from private equity firms, and Seth articulates his desire to stay mission-driven before reflecting on the role of luck versus grit.3:49–8:56 · Guest teaching 1/10 Childhood Food Habits and Becoming a Vegetarian Guy Raz gently prompts Seth Tibbott to share his background as a picky eater and his early conversion to vegetarianism after reading Frances Moore Lappe's book. The conversation is entirely friendly and narrative-driven.8:57–11:53 · Guest teaching 4/10 Discovering Tempeh at The Farm Commune Seth educates Guy and the audience on the origins and biological process of making tempeh using Rhizopus oligosporus mold at 88 degrees. The dynamic is educational and cooperative.11:53–16:47 · Guest teaching 1/10 Founding Turtle Island Soy Dairy with Christmas Lights Guy reacts with amusement to Seth's makeshift production setup using Christmas lights in a refrigerator and his first sales to a tiny local Indonesian restaurant. The tone is relaxed and humorous.16:48–25:06 · Guest teaching 1/10 The Old Schoolhouse, Clown Tenants, and Seven Years in a Treehouse Seth recounts renting school rooms to clowns Ace and Space and living in a $25-a-month treehouse for seven years. Guy highlights the financial absurdity of the situation while Seth recounts turning down a $25k buyout.25:10–34:07 · Guest teaching 2/10 Mid-Show Station Break Guy probes Seth on making almost no income for nearly a decade before teaming up with the Robles to package the first commercial Tofurky roast. Seth playfully corrects Guy on his exact cumulative earnings.34:07–40:50 · Guest teaching 2/10 Perfecting the Recipe, Viral Media, and Reaching Profitability Seth explains blending seitan and tofu to improve the texture and welcoming the national media mockery that drove widespread brand recognition. Guy guides the timeline to the company's eventual profitability around 2001.40:50–45:35 · Guest teaching 1/10 Mainstream Success, Retaining Ownership, and Reflection on Luck Guy presses Seth on why he refuses lucrative buyout offers from private equity firms, and Seth articulates his desire to stay mission-driven before reflecting on the role of luck versus grit.3:49–8:56 · Guest disagreement 0/10 Childhood Food Habits and Becoming a Vegetarian Guy Raz gently prompts Seth Tibbott to share his background as a picky eater and his early conversion to vegetarianism after reading Frances Moore Lappe's book. The conversation is entirely friendly and narrative-driven.8:57–11:53 · Guest disagreement 0/10 Discovering Tempeh at The Farm Commune Seth educates Guy and the audience on the origins and biological process of making tempeh using Rhizopus oligosporus mold at 88 degrees. The dynamic is educational and cooperative.11:53–16:47 · Guest disagreement 0/10 Founding Turtle Island Soy Dairy with Christmas Lights Guy reacts with amusement to Seth's makeshift production setup using Christmas lights in a refrigerator and his first sales to a tiny local Indonesian restaurant. The tone is relaxed and humorous.16:48–25:06 · Guest disagreement 0/10 The Old Schoolhouse, Clown Tenants, and Seven Years in a Treehouse Seth recounts renting school rooms to clowns Ace and Space and living in a $25-a-month treehouse for seven years. Guy highlights the financial absurdity of the situation while Seth recounts turning down a $25k buyout.25:10–34:07 · Guest disagreement 1/10 Mid-Show Station Break Guy probes Seth on making almost no income for nearly a decade before teaming up with the Robles to package the first commercial Tofurky roast. Seth playfully corrects Guy on his exact cumulative earnings.34:07–40:50 · Guest disagreement 1/10 Perfecting the Recipe, Viral Media, and Reaching Profitability Seth explains blending seitan and tofu to improve the texture and welcoming the national media mockery that drove widespread brand recognition. Guy guides the timeline to the company's eventual profitability around 2001.40:50–45:35 · Guest disagreement 1/10 Mainstream Success, Retaining Ownership, and Reflection on Luck Guy presses Seth on why he refuses lucrative buyout offers from private equity firms, and Seth articulates his desire to stay mission-driven before reflecting on the role of luck versus grit.3:49–8:56 · Guy pushing back 0/10 Childhood Food Habits and Becoming a Vegetarian Guy Raz gently prompts Seth Tibbott to share his background as a picky eater and his early conversion to vegetarianism after reading Frances Moore Lappe's book. The conversation is entirely friendly and narrative-driven.8:57–11:53 · Guy pushing back 0/10 Discovering Tempeh at The Farm Commune Seth educates Guy and the audience on the origins and biological process of making tempeh using Rhizopus oligosporus mold at 88 degrees. The dynamic is educational and cooperative.11:53–16:47 · Guy pushing back 1/10 Founding Turtle Island Soy Dairy with Christmas Lights Guy reacts with amusement to Seth's makeshift production setup using Christmas lights in a refrigerator and his first sales to a tiny local Indonesian restaurant. The tone is relaxed and humorous.16:48–25:06 · Guy pushing back 1/10 The Old Schoolhouse, Clown Tenants, and Seven Years in a Treehouse Seth recounts renting school rooms to clowns Ace and Space and living in a $25-a-month treehouse for seven years. Guy highlights the financial absurdity of the situation while Seth recounts turning down a $25k buyout.25:10–34:07 · Guy pushing back 1/10 Mid-Show Station Break Guy probes Seth on making almost no income for nearly a decade before teaming up with the Robles to package the first commercial Tofurky roast. Seth playfully corrects Guy on his exact cumulative earnings.34:07–40:50 · Guy pushing back 1/10 Perfecting the Recipe, Viral Media, and Reaching Profitability Seth explains blending seitan and tofu to improve the texture and welcoming the national media mockery that drove widespread brand recognition. Guy guides the timeline to the company's eventual profitability around 2001.40:50–45:35 · Guy pushing back 3/10 Mainstream Success, Retaining Ownership, and Reflection on Luck Guy presses Seth on why he refuses lucrative buyout offers from private equity firms, and Seth articulates his desire to stay mission-driven before reflecting on the role of luck versus grit.

speaking balance: gold is Guy, purple is the guest (3 minute bins)

0:00 · Guy 93.6% · guest 6.4%0:00 · Guy 93.6% · guest 6.4%3:00 · Guy 53.3% · guest 46.7%3:00 · Guy 53.3% · guest 46.7%6:00 · Guy 23.8% · guest 76.2%6:00 · Guy 23.8% · guest 76.2%9:00 · Guy 26.6% · guest 73.4%9:00 · Guy 26.6% · guest 73.4%12:00 · Guy 28.6% · guest 71.4%12:00 · Guy 28.6% · guest 71.4%15:00 · Guy 32.5% · guest 67.5%15:00 · Guy 32.5% · guest 67.5%18:00 · Guy 25.6% · guest 74.4%18:00 · Guy 25.6% · guest 74.4%21:00 · Guy 24.6% · guest 75.4%21:00 · Guy 24.6% · guest 75.4%24:00 · Guy 51.6% · guest 48.4%24:00 · Guy 51.6% · guest 48.4%27:00 · Guy 37.4% · guest 62.6%27:00 · Guy 37.4% · guest 62.6%30:00 · Guy 25.2% · guest 74.8%30:00 · Guy 25.2% · guest 74.8%33:00 · Guy 28.8% · guest 71.2%33:00 · Guy 28.8% · guest 71.2%36:00 · Guy 32.9% · guest 67.1%36:00 · Guy 32.9% · guest 67.1%39:00 · Guy 37% · guest 63%39:00 · Guy 37% · guest 63%42:00 · Guy 54.1% · guest 45.9%42:00 · Guy 54.1% · guest 45.9%45:00 · Guy 67.4% · guest 32.6%45:00 · Guy 67.4% · guest 32.6%
Sharpest disagreement ▶ 42:45 Rejecting private equity cash-out premise

Seth rejects Guy's suggestion that he should sell out to private equity to get rich, firmly stating he already feels rich beyond his wildest dreams.

 Hardest push from Guy ▶ 42:23 Guy presses Seth on not taking buyout money

Guy directly challenges Seth's refusal of private equity money, pointing out his decades of poverty and the potential generational wealth of selling.

 Biggest teaching moment ▶ 11:11 Seth details the science of tempeh fermentation

Seth breaks down the botanical and microbiological makeup of tempeh, explaining the role of Rhizopus oligosporus and the 88-degree incubation process.

 Guy holds their own ▶ 40:55 Guy cites LEED specs and national retail stats

Guy displays specific knowledge of Tofurky's LEED-certified factory, employee counts, revenue figures, and broad retail distribution footprint.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Childhood Food Habits and Becoming a Vegetarian 1100 Guy Raz gently prompts Seth Tibbott to share his background as a picky eater and his early conversion to vegetarianism after reading Frances Moore Lappe's book. The conversation is entirely friendly and narrative-driven.
Discovering Tempeh at The Farm Commune 2400 Seth educates Guy and the audience on the origins and biological process of making tempeh using Rhizopus oligosporus mold at 88 degrees. The dynamic is educational and cooperative.
Founding Turtle Island Soy Dairy with Christmas Lights 2101 Guy reacts with amusement to Seth's makeshift production setup using Christmas lights in a refrigerator and his first sales to a tiny local Indonesian restaurant. The tone is relaxed and humorous.
The Old Schoolhouse, Clown Tenants, and Seven Years in a Treehouse 2101 Seth recounts renting school rooms to clowns Ace and Space and living in a $25-a-month treehouse for seven years. Guy highlights the financial absurdity of the situation while Seth recounts turning down a $25k buyout.
Mid-Show Station Break 2211 Guy probes Seth on making almost no income for nearly a decade before teaming up with the Robles to package the first commercial Tofurky roast. Seth playfully corrects Guy on his exact cumulative earnings.
Perfecting the Recipe, Viral Media, and Reaching Profitability 3211 Seth explains blending seitan and tofu to improve the texture and welcoming the national media mockery that drove widespread brand recognition. Guy guides the timeline to the company's eventual profitability around 2001.
Mainstream Success, Retaining Ownership, and Reflection on Luck 4113 Guy presses Seth on why he refuses lucrative buyout offers from private equity firms, and Seth articulates his desire to stay mission-driven before reflecting on the role of luck versus grit.

Statements from this episode (11)

Assertion Partly supported
Tibbott: Livestock takes 15 pounds of grain to produce one pound of meat
“You know, you take 15 pounds of grains and put it in to an animal, and you get maybe eight ounce or a pound of meat. As opposed to if you feed grain directly to people, boom, you know, you've saved so much grain and resources and land and everything”
Seth Tibbott Jun 3, 2019 ▶ 7:30
Assertion Not checkable as stated
Applegate Natural Foods Placed a 1,000-Pound Weekly Tempeh Order in 1981
“In 1981, a distributor called Applegate Natural Foods out here in Tigard called up and said, we need you to make us a thousand pounds of tempeh a week.”
Seth Tibbott Jun 3, 2019 ▶ 16:59
Assertion Not checkable as stated
Tibbott Received a $25,000 Buyout Offer for His Tempeh Business in 1986
“And actually, in 1986, I had an offer to sell the tempeh business to a local tofu company, and they offered me 25,000 dollars for the business.”
Seth Tibbott Jun 3, 2019 ▶ 24:23
Disclosure
Tibbott borrowed $160,000 from his brother to fund Hood River facility
“And I had to find a new space, and there was an old tortilla factory in Hood River, which is 10 miles from Houston, and we rented out 5000 square feet of this 26,000 square foot building, and I borrowed the 160,000 dollars from Bob.”
Seth Tibbott Jun 3, 2019 ▶ 28:16
Assertion Not publicly verifiable
Tibbott did not invent the name Tofurky; King Harvest used it in 1981
“Okay, so I didn't invent the name Tofurkey, right? In 1981, when I was delivering tempeh around Portland, there was a Tofurkey sandwich, T-O-F-U-R-K-E-Y, and it was being made by King Harvest, local sandwich maker here in Portland.”
Seth Tibbott Jun 3, 2019 ▶ 31:48
Assertion Supported
Tofurky sold 818 units during its first holiday season in 1995
“I mean, we put self-addressed stamped postcards in every Tofurky that year. We sold 818.”
Seth Tibbott Jun 3, 2019 ▶ 33:23
Assertion Supported
Tibbott: Tofurky was among the first frozen products sold online
“You know, that Tofurky was one of the first frozen products ever to be sold on the internet.”
Seth Tibbott Jun 3, 2019 ▶ 34:33
Assertion Not checkable as stated
Tibbott: In-house production drove Tofurky's shift to strong profitability
“It became really profitable because we brought the production of the tofurkey into, in-house.”
Seth Tibbott Jun 3, 2019 ▶ 39:00
Assertion Supported
Tibbott: Tofurky is in over 27,000 stores worldwide
“What we're seeing right now is the mainstream, you know, plant-based foods, and we're in 27,000 plus stores worldwide.”
Seth Tibbott Jun 3, 2019 ▶ 41:18
Disclosure
Tibbott: Tofurky uses debt rather than equity to preserve mission control
“We've, we have just borrowed some money from ethical investor that we really feel. But it's a loan. No, it's a loan. We haven't sold equity yet. You know, we'd like to keep our equity so that we can keep the mission at the center of our lives, and so that nobo…”
Seth Tibbott Jun 3, 2019 ▶ 43:34
Assertion Supported
Guy Raz: Tofurky announced milestone of 5 million roasts sold
“Last year, the company announced it had sold over five million Tofurky roasts.”
Guy Raz Jun 3, 2019 ▶ 45:49
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