The Ledger
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Bartolucci rejected advisor pressure to make Jovial an einkorn-only brand
“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.”
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.”
Jovial has fully covered employee health insurance from day one
“So from day one, I've always paid a hundred percent of every employee's health insurance and covered every expense, because we have this European kind of sensibility to things like that.”
Bartolucci: Jovial's cassava pasta grew faster than its brown rice pasta
“So grain-free was becoming popular, and I felt like I could do this well with no added ingredients, nothing, just cassava and water, and that product has taken off way faster than brown rice pasta.”
Whole Foods took Jovial einkorn pasta nationally, but it failed to sell
“They took it nationally, and it was actually not too hard to get the products in distribution, but unfortunately, they did not sell.”