# 215 - Jason Burke on his Noble and Primal journey to disrupt a broken food system

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-09-26
- Length: 35m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system
- Listen: https://encase.substack.com/p/215-jason-burke-on-his-noble-and

## Summary

Jason Burke, founder of The New Primal and Noble Made, discusses his journey from a lawn business to building a food brand that disrupts the 'broken and toxic' food system with low-sugar, real-ingredient products. He details the challenges of scaling production, including the decision to outsource manufacturing to leverage economies of scale and the regulatory hurdles of USDA packaging approvals. Burke highlights the tension between sustainable packaging goals and product integrity, noting that high-barrier films are often necessary for shelf life, and advocates for more domestic production to improve collaboration and reduce errors.

## Chapters

- [0:39](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system#t=39) Introduction and Guest Background
- [4:15](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system#t=255) Origin Story: From Lawn Service to Food Entrepreneurship
- [9:14](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system#t=554) Scaling Production and Outsourcing Strategy
- [13:39](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system#t=819) Disrupting the Food System and Regulatory Realities
- [23:10](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system#t=1390) Packaging Challenges: Sustainability vs. Product Integrity
- [27:46](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system#t=1666) Domestic Manufacturing and Supply Chain Issues
- [32:00](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system#t=1920) Retail Distribution and Consumer Access

## Topics

- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Certification & compliance](https://hardwarepodcasts.com/topic/certification-and-compliance)

## Most relevant to

companies scaling up

## Mentioned

- The New Primal (company)
- Noble Made (company)
- Whole Foods (company)
- Sprouts (company)
- Wegmans (company)
- Walmart (company)
- USDA (other)
- FDA (other)
- Thrive Market (company)
- Amazon (company)

## Related episodes from other shows

- [Ep. 8: Build a Food Business with Teeth - Chloe Sorvino, Forbes Magazine](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-08-13-ep-8-build-a-food-business-with-teeth-chloe-sorvino-forbes-magazine) (The Startup CPG Podcast)
- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)
- [#168 - CPG Founder Life - What to Expect: Paul Voge](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-11-05-168-cpg-founder-life-what-to-expect-paul-voge) (The Startup CPG Podcast)
- [Founder Feature: Cam Mathias of Huntaway](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-08-16-founder-feature-cam-mathias-of-huntaway) (The Startup CPG Podcast)
- [Primal Kitchen: Mark Sisson](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-11-primal-kitchen-mark-sisson) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system. 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 People of Packaging.