April 23, 2025

#111: From Farmers Market to 100+ Stores: How to Keep 60% Margins, Scale to 7-Figures, & Own Your Supply Chain (Jenna Huntsberger, Whisked by Jenna)

57 minutes

Meet Jenna Huntsberger, founder of Whisked, the bootstrapped cookie company that scaled from a $35K farmers market side hustle to a 7-figure, vertically integrated CPG brand—now in over 100+ stores, with 60%+ gross margins and zero outside capital.

In this episode, Jenna breaks down her growth playbook for building a profitable food business without investors, distributors, or sacrificing control. From baking in a shared kitchen to owning her own facility and delivery fleet, Jenna shows how scrappy strategies and smart systems can unlock sustainable scale—even in one of the toughest industries around.

💡 Here’s what you’ll learn in this episode:
How to Validate Before You Scale: Use local channels and real-time feedback to prove product-market fit before investing big.
How to Protect Margins with Vertical Integration: Learn how owning your production and delivery can give you control and cut costs.
How to Navigate Ingredient Cost Spikes: Jenna’s shrinkflation strategy kept customer retention high—without raising prices.
How to Bootstrap with Intention: Fund your business with cashflow from side gigs and reinvest into growth—Jenna shares her 3-tier budget framework.
How to Scale Without a Distributor: Build real relationships with store buyers and close deals through direct outreach.

Whether you're a product-based founder, a CPG entrepreneur, or a small biz owner looking to grow without giving away equity—Jenna’s story is a must-listen. It’s the tactical and transparent blueprint we all need for scaling smart, staying profitable, and owning the path forward.

📄 If you’re ready to activate AND get sh!t done, subscribe to our Growth Playbooks for weekly, actionable frameworks and strategies to help you scale smarter—no fluff, just results.
👉 Join our Growth Playbooks here: ⁠⁠⁠shegetsshitdone.com/join

...more