# Dave's Killer Bread: Dave Dahl

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2019-07-01
- Length: 1h 07m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl

## Summary

Dave Dahl, co-founder of Dave's Killer Bread, recounts his journey from a life of addiction and incarceration to creating a successful organic bread brand with his brother Glenn and nephew Shoby. The episode details the product development process, including the use of blue cornmeal and organic cane juice to achieve specific textures and flavors, and the strategic decision to print his recovery story on the packaging to drive early sales at farmers markets. It also covers the operational challenges of scaling production, securing capital through Glenn's personal assets, and managing family dynamics that eventually led to a $275 million sale. Additionally, the postscript features Jason and Erica Feucht, founders of Pit Liquor, discussing the formulation of their natural deodorant using whiskey and vodka, and the packaging failure involving defective spray caps that nearly sank their startup.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl#t=0) Introduction: Dave Dahl and the Power of Story
- [4:41](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl#t=281) Dave Dahl's Early Life and Addiction
- [19:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl#t=1156) Recovery in Prison and Return to the Bakery
- [25:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl#t=1508) Product Development: Blue Bread and Killer Bread
- [30:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl#t=1812) Scaling Production and Securing Capital
- [40:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl#t=2400) Entering Retail and Costco
- [47:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl#t=2843) Family Conflict and Personal Struggles
- [57:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl#t=3420) The Sale and Post-Sale Reflection
- [1:03:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl#t=3803) Postscript: Pit Liquor and Packaging Failures

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)

## Most relevant to

founders before launch, early-stage companies

## Mentioned

- Dave's Killer Bread (product)
- Trader Joe's (company)
- Costco (company)
- New Seasons (company)
- Bob's Red Mill (company)
- Pit Liquor (product)
- Vivitrol (other)

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- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (People of Packaging)
- [Founder Feature: Morgan Murdock of Unbothered Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-05-02-founder-feature-morgan-murdock-of-unbothered-foods) (The Startup CPG Podcast)
- [Founder Feature: Amna Mettmann of Brause](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-18-founder-feature-amna-mettmann-of-brause) (The Startup CPG Podcast)
- [Founder Feature:  Elan Halpern & Kiki Couchman of Sourmilk](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-07-founder-feature-elan-halpern-kiki-couchman-of-sourmilk) (The Startup CPG Podcast)

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