What kind of founder drives a U-Haul full of perishable product through the desert at 3 A.M.… and calls it progress?

That's the kind of relentless, purpose-driven hustle behind Forager Project, the plant-based food and beverage company reshaping what dairy-free can taste and feel like. In this episode, co-founders Stephen Williamson and JC Hanley open up about the mission-fueled (and occasionally messy) evolution of their brand, from cold-pressed juice to cashew-based yogurts and creamers that compete head-on with dairy.

They discuss what it really takes to build a standout CPG brand in saturated categories, why "project" is still part of their name, and how lessons from prior businesses and discontinued product lines have shaped their approach. They also explain why they walked away from juice, how they knew yogurt was the future, what it means to innovate with both a moral compass and a culinary one and how they define success.

Show notes:

0:25: Interview: Stephen Williamson & JC Hanley, Co-Founders, Forager Project – In a conversation hosted at Forager Project's office in San Francisco, Stephen and JC discuss how the brand was created by a desire to create clean, minimally processed, plant-based foods and how "project" reflects their ethos of exploration and ongoing improvement. The founders recount their early days launching Forager Project in 2013, initially inspired by the ultra-premium juice space before pivoting – what they describe as "foraging" – into new categories. They explain how they began fermenting plant-based ingredients, particularly cashews, to create plant-based yogurts, and have since expanded into Greek-style yogurts and creamers. Stephen and JC emphasize an innovation philosophy rooted in clean, organic ingredients, including vegetables, nuts, seeds and ancient grains, and talk about the grit and craziness required to build a mission-driven company. They note how – despite challenges like tariffs, competition, and changing categories – they've remained focused on their mission: to help replace animal dairy with plant-based alternatives. They close with a broader reflection on success and staying true to their values.

Brands in this episode: Forager Project, Odwalla, Blueprint Juice, Evolution Fresh, Starbucks, Suja, Coca-Cola, Stonyfield Farm