When it comes to protein bars, 99% of the market is dominated by chocolate or peanut butter flavors. Frustrated by the lack of variety, Gene set out to create something different — savory protein bars inspired by international flavors. After hundreds of recipe iterations, he and his mom hand-made 40,000 bars at a commercial kitchen.

Four years later, Afar Foods’ savory bars can now be found in airports across the NYC area. In this episode, Gene shares how he tackled early operational challenges, what it’s like to build a company with family, and his vision for where Afar Foods is headed next.

Chapters

00:57 Gene's Journey from Finance to Food Entrepreneurship

02:49 The Creative Process Behind Flavor Development

06:08 Marketing a New Snack Category: Challenges and Strategies

08:47 Quality Control in Early Production Stages

11:41 Navigating Co-Manufacturing Challenges

14:57 Go-to-Market Strategy: E-commerce vs. Retail

17:59 Building Brand Recognition Through Diverse Channels

21:00 Future Plans: Balancing E-commerce and Retail Growth

22:50 The Role of Family in Business Operations

25:58 Adjusting to the Entrepreneurial Lifestyle

29:01 Funding and Maintaining Control in Business

29:52 Rapid Fire Questions: Insights and Aspirations