# Jovial Foods: Carla Bartolucci

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2021-06-07
- Length: 1h 17m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci

## Summary

Carla Bartolucci, co-founder of Jovial Foods, explains how she pivoted from distributing Bionaturae pasta to launching her own brand after a contentious lawsuit and partnership breakdown. She details the discovery of Einkorn, an ancient wheat, as a solution for her daughter’s gluten sensitivities, and describes the labor-intensive process of sourcing seeds and developing recipes. Bartolucci also outlines her unconventional marketing strategy of hosting cooking retreats in Tuscany to build community and trust with gluten-free consumers, while maintaining strict control over growth to remain independently owned.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=0) Introduction: Carla Bartolucci and Jovial Foods
- [4:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=274) Italian-American upbringing and father's illness
- [11:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=691) Study abroad in Italy and meeting Rodolfo
- [15:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=919) Early business failures and the Mystic shop
- [22:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=1350) Distributing Bionaturae and the $85,000 loan
- [33:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=1995) Rising to #1 organic pasta and chargeback struggles
- [40:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=2418) The Bionaturae lawsuit and licensing agreement
- [47:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=2876) Daughter's health issues and discovering Einkorn
- [52:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=3149) Resurrecting Einkorn and product development
- [1:00:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=3601) Launching Jovial and the cooking retreat strategy
- [1:10:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci#t=4200) Scaling Jovial, cassava pasta, and independence

## Topics

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

## Most relevant to

early-stage companies

## Mentioned

- Jovial Foods (company)
- Bionaturae (company)
- Einkorn (other)
- Whole Foods (company)
- Spectrum Organics (company)
- America's Test Kitchen (other)

## Related episodes from other shows

- [Founder Feature: Alyssa Fernandez of Ollin](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-22-founder-feature-alyssa-fernandez-of-ollin) (The Startup CPG Podcast)
- [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)
- [016: Gluten-free & allergy-friendly food with Luke Lucas of Foddies](https://hardwarepodcasts.com/podcast/product-startup/2016-08-30-016-gluten-free-allergy-friendly-food-with-luke-lucas-of-foddies) (Product Startup)
- [Ep. 5: Flavor Unites with Clara Paye of UNiTE Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-06-07-ep-5-flavor-unites-with-clara-paye-of-unite-foods) (The Startup CPG Podcast)
- [Founder Feature:  Taylor Espinoza of Unicorn Bites](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-16-founder-feature-taylor-espinoza-of-unicorn-bites) (The Startup CPG Podcast)

## Citing this page

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