# Pipcorn: Jennifer and Jeff Martin

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2021-04-26
- Length: 1h 39m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin

## Summary

Jennifer and Jeff Martin, co-founders of Pipcorn, explain how they turned a discovery of heirloom corn into a national snack brand, expanding from hand-popped popcorn to extruded cheese balls and chips. They detail the operational nightmares of surviving early viral moments on Oprah and Shark Tank, including cash flow crises and fulfillment backlogs, and describe the strategic pivot to wholesale distribution through Whole Foods. The episode covers their recent $6 million fundraising, product development challenges with extrusion technology, and their current focus on profitability and brand identity as Black founders.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin#t=0) Introduction: Jennifer and Jeff Martin and Pipcorn
- [6:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin#t=360) Family Background and the Heirloom Corn Discovery
- [24:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin#t=1497) Early Days: Smorgasburg, Oprah, and the First Production Crisis
- [45:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin#t=2728) The Oprah Storm: Fulfillment Nightmares and Cash Flow
- [53:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin#t=3237) Scaling to Whole Foods and the Columbus Circle Volume Shock
- [1:02:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin#t=3773) Shark Tank Pitch and Barbara Corcoran's Investment
- [1:17:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin#t=4654) Failed Fundraising and Pivoting to Cheese Balls
- [1:21:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin#t=4883) Extrusion Technology and Product Expansion
- [1:25:52](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin#t=5152) Pandemic Response, DTC Growth, and Brand Identity

## Topics

- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

companies scaling up

## Mentioned

- Pipcorn (product)
- Smorgasburg (company)
- Oprah (other)
- Shark Tank (other)
- Whole Foods (company)
- Hot Bread Kitchen (company)
- UBS (company)
- IBM (company)
- Barbara Corcoran (other)
- Frito-Lay (company)

## Related episodes from other shows

- [Founder Feature: Marilyn Yang of Popadelics](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-11-founder-feature-marilyn-yang-of-popadelics) (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)
- [#75 Behind the Scenes of Equity Crowdfunding with tbh (+ Popadelics)](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-10-75-behind-the-scenes-of-equity-crowdfunding-with-tbh-popadelics) (The Startup CPG Podcast)
- [350 - Beyond the Dieline - Dr Juan from PNuff Crunch joins Tom Seymour](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-05-27-350-beyond-the-dieline-dr-juan-from-pnuff-crunch-joins-tom-seymour) (People of Packaging)
- [Gluten-Free Noodle Chips: Lauryn Bodden, S’noods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-04-12-gluten-free-noodle-chips-lauryn-bodden-snoods) (The Startup CPG Podcast)

## Citing this page

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