Foundr Magazine Podcast | Learn From Successful Founders & Proven Entrepreneurs, The Ultimate Startup Podcast For Business

Some people thought entrepreneur Justin Gold was nuts for trying to disrupt the peanut butter market. A decade later, he’s been recognized by Inc. and Ernst & Young as one of the food and beverage sector’s rising stars. Originally from Pennsylvania, Gold is one of the Boulder, Colorado startup community’s big success stories, having moved to the mountain town after becoming disillusioned with his original career plan to become a lawyer. The keen outdoorsman made the most of the biking and skiing lifestyle while waiting tables to support himself, and found himself frequently chowing down on peanut and almond butter for the protein benefits. Gold decided to start making his own at home, experimenting by adding everything from maple syrup to berries in his concoctions. They proved a big hit with his roommates, who ate everything he whipped up, so Gold started labeling the jars “Justin’s,” at first just to keep them away. “At that point it changed from a kitchen experiment to a project,” he says. Being completely