# Live Episode! Tofurky: Seth Tibbott

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2019-06-03
- Length: 46m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2019-06-03-live-episode-tofurky-seth-tibbott

## Summary

Seth Tibbott, founder of Tofurky, explains how he built a plant-based protein company starting with tempeh in the early 1980s and pivoting to the Tofurky roast in 1995. He details his unconventional early life, including living in a treehouse and barn, and his persistence through 20 years of losses before achieving profitability. Tibbott discusses the product development process, moving from pure tofu to a seitan-tofu blend, and the strategic decision to maintain family ownership to protect the company's mission. The company now generates an estimated $40 million in annual sales, distributing plant-based products in over 27,000 stores worldwide.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-06-03-live-episode-tofurky-seth-tibbott#t=0) Introduction: Seth Tibbott and Tofurky's Origins
- [4:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-06-03-live-episode-tofurky-seth-tibbott#t=250) Early Life and Discovery of Tempeh
- [13:35](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-06-03-live-episode-tofurky-seth-tibbott#t=815) Starting Turtle Island Soy Dairy and Early Struggles
- [23:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-06-03-live-episode-tofurky-seth-tibbott#t=1401) Living in a Treehouse and Financial Hardship
- [30:48](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-06-03-live-episode-tofurky-seth-tibbott#t=1848) Inventing the Tofurky Roast with Hans and Rhonda Roble
- [36:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-06-03-live-episode-tofurky-seth-tibbott#t=2194) Product Evolution: From Tofu to Seitan-Tofu Blend
- [41:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-06-03-live-episode-tofurky-seth-tibbott#t=2485) Scaling Production and Expanding Product Lines
- [44:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-06-03-live-episode-tofurky-seth-tibbott#t=2650) Maintaining Family Ownership and Current Growth

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Tofurky (product)
- Turtle Island Soy Dairy (company)
- Beyond Meat (company)
- Impossible Burger (company)
- King Harvest (company)
- Meat of Wheat (company)
- Higher Taste (company)
- PCC (company)
- Walmart (company)
- Target (company)
- Costco (company)
- Veganuary (other)

## Related episodes from other shows

- [Meat Stick Who? How TofuGo Turned Tofu Into a Viral Protein Snack](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-09-18-meat-stick-who-how-tofugo-turned-tofu-into-a-viral-protein-snack) (The Startup CPG Podcast)
- [#137 Plant-Based Dumpling Kings: Eric Wu and Adam Yee, Sobo Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-04-09-137-plant-based-dumpling-kings-eric-wu-and-adam-yee-sobo-foods) (The Startup CPG Podcast)
- [Founder Feature: Tabi and Meena Hoshmand of Tursh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh) (The Startup CPG Podcast)
- [Founder Feature: Cassie and Chelsey Maschhoff, Lottie’s Meats](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-08-02-founder-feature-cassie-and-chelsey-maschhoff-lotties-meats) (The Startup CPG Podcast)
- [Founder Feature: Sean Knecht of Tantos!](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-08-founder-feature-sean-knecht-of-tantos) (The Startup CPG Podcast)

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