Bartolucci rejected advisor pressure to make Jovial an einkorn-only brand
Carla Bartolucci · Jovial Foods: Carla Bartolucci · Jun 7, 2021 · at 58:23
Carla Bartolucci, founder of Jovial Foods and Bionaturae, discusses the founding strategy behind launching Jovial with gluten-free options alongside ancient einkorn wheat.
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“A lot of advisors said, don't do anything but einkorn. You're the einkorn person. And I'm like, it's going to take years. Guy Raz: To get people to know what it is. Carla Bartolucci: I can't do that. I need to come up with, you know, something else.”
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More from Carla Bartolucci
Bartolucci: American food must move toward natural ingredients without additives
“America needs to be natural. It doesn't have to be, you know, hippie natural, but we can't keep eating all this, these additives.”
Bypassing middlemen to source directly from Italian factories spiked profits
“So we went there and found new factories and suddenly realized that the pricing that we had was very unfair, and so when we went direct, we made a lot more money.”
Bartolucci: Einkorn wheat lacks specific gluten proteins found in other wheats
“It has a very weak gluten. So there are certain types of glutinins or proteins. In all other kinds of wheat that einkorn does not have.”
Einkorn wheat's thin margins wouldn't justify a launch financially
“If you looked at the margins on einkorn, they never would have happened unless I was crazy.”
Jovial refuses outside funding, financing all expansion strictly through cash flow
“I don't spend money unless I have it, so if I want to do a project, I make sure that we make the money that we need to cover it, because you can choose what supermarkets or chains or whatever you present to. You don't have to say yes to everybody.”