# Justin’s Nut Butter: Justin Gold. He Was Waiting Tables, Then...He Reinvented Peanut Butter. - Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this) - Published: 2026-05-25 - Length: 1h 27m - Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b ## Summary Justin Gold, founder of Justin's Nut Butter, explains how he reverse-engineered flavored peanut butter in his Boulder apartment using a food processor and recipe journals, eventually securing $35,000 from family to launch. After struggling with low sales velocity in jars, Gold innovated a squeeze pack format, which initially failed in the energy bar aisle but succeeded when moved next to jars as a trial size and portion control product. The brand was acquired by Hormel for $280 million, leading to Gold's eventual firing and subsequent return as a board member under new ownership by Forward Consumer Products, aiming to revitalize the stagnant brand. ## Chapters - [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=0) Introduction: Justin Gold and the origins of Justin's - [8:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=492) Recipe experiments: Food processor, honey, and banana formulations - [15:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=916) Boulder community support: Finding equipment and shared kitchens - [26:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=1588) Production challenges: Erschel grinder, jar fillers, and overnight shifts - [37:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=2258) Farmer's market feedback: Learning to ignore complaints and launch 'Classic' - [46:55](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=2815) Getting into Whole Foods: Self-distribution and UNFI logistics - [53:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=3204) The squeeze pack innovation: Overcoming allergy liability and machine costs - [57:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=3478) Aisle placement strategy: Moving from energy bars to trial sizes - [1:01:35](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=3695) Scaling with Lance Gentry and VMG private equity - [1:16:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b#t=4605) Hormel acquisition, firing, and return with Forward Consumer Products ## Topics - [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit) - [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping) - [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners) - [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics) - [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions) - [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture) ## Most relevant to founders before launch, early-stage companies, companies scaling up, large enterprises ## Mentioned - Justin's Nut Butter (product) - Whole Foods (company) - UNFI (company) - Hormel (company) - VMG (company) - Forward Consumer Products (company) - Bobo's (company) - Erschel (tool) - ProtoPack (company) - Starbucks (company) - Kroger (company) - Target (company) - REI (company) - Celestial Seasonings (company) - Silk (product) - Horizon (company) - Izzy Soda (company) - Bobo's Oat Bars (product) - Rudy's Organic Bakery (company) - Boulder Chips (company) ## Related episodes from other shows - [Founders Feature: Lucy Dana of One Trick Pony](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-21-founders-feature-lucy-dana-of-one-trick-pony) (The Startup CPG Podcast) - [#115 Pure Gold Series: Lessons on Iterating from Seth Goldman + Updates on Eat the Change & Just Ice Tea](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-11-21-115-pure-gold-series-lessons-on-iterating-from-seth-goldman-updates-on-eat-the-c) (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) - [360 - Beyond the Die Line - The pitch was awful. They liked the bar! Tom Seymour and Ree Dolnick](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-10-08-360-beyond-the-die-line-the-pitch-was-awful-they-liked-the-bar-tom-seymour-and-r) (People of Packaging) - [Founder Feature: Houston Buehrle of Little Zing](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-02-founder-feature-houston-buehrle-of-little-zing) (The Startup CPG Podcast) ## Citing this page If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.