In this episode, Ellen Macks, founder and CEO of Ella's Flats, shares her journey of creating a plant-based snack that caters to health-conscious consumers. From her kitchen beginnings to national distribution, Ellen discusses the shift in consumer preferences towards whole foods, the rigorous recipe development process, and the importance of listening to customer feedback. She emphasizes the significance of certifications, allergen-friendly strategies, and understanding the competitive landscape. Ellen also reflects on the operational challenges of growth, and the importance of simplicity in growth strategy.

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