# #95 GT Dave - Founder & CEO of GT’s Living Foods: 25+ years of building the kombucha industry one batch at a time

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-06-20
- Length: 1h 23m
- Episode: 72
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-06-20-95-gt-dave-founder-ceo-of-gts-living-foods-25-years-of-building-the-kombucha-ind
- Listen: https://share.transistor.fm/s/1617567f

## Summary

GT Dave, founder and CEO of GT’s Living Foods, discusses building a nearly billion-dollar kombucha brand while remaining 100% owner and rejecting acquisition offers. He explains that their manufacturing process relies on small, five-gallon fermentation batches rather than industrial-scale mixing, requiring half a million square feet of facility space to meet North American demand. Dave emphasizes a leadership philosophy centered on cultural alignment, hiring for attitude over credentials, and maintaining profitability without outside investment. He also details the company's product portfolio, including Synergy Kombucha, Agua de Kefir, and Live Medicinal Mushroom Elixirs, while sharing insights on managing a massive brand ambassador force and navigating public perception as a founder.

## Outline

1. Introduction: GT Dave and GT's Living Foods
2. The Farming Analogy and Five-Gallon Fermentation Process
3. Manufacturing Scale and Facility Requirements
4. Founder Involvement and Financial Discipline
5. Rejection of Acquisition Offers and Long-Term Vision
6. Hiring Philosophy: Culture Fit and Attitude Over Credentials
7. Founder Health, Work-Life Balance, and Family Expectations
8. Early Hiring Stories and the 'Energy' of Production
9. Managing Brand Ambassadors and Consumer Education
10. Building New Categories: Agua de Kefir and Mushroom Elixirs
11. Public Presence, Brand Identity, and Product Launches

## Topics

- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

established companies

## Mentioned

- GT’s Living Foods (company)
- Synergy Kombucha (product)
- Agua de Kefir (product)
- Live Medicinal Mushroom Elixirs (product)
- Cocoa Yo (product)
- Whole Foods (company)
- Erewhon (company)
- Target (company)
- Coke (company)
- Pepsi (company)
- Vitamin Water (product)

## Related episodes from other shows

- [Dogfish Head Craft Brewery: Sam and Mariah Calagione](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-01-dogfish-head-craft-brewery-sam-and-mariah-calagione) (How I Built This)
- [Health-Ade Kombucha: Daina Trout](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-28-health-ade-kombucha-daina-trout) (How I Built This)
- [Famous Dave's: Dave Anderson](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-02-famous-daves-dave-anderson) (How I Built This)
- [Advice Line with Steve Ells of Chipotle](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle) (How I Built This)
- [Sierra Nevada Brewing Company: Ken Grossman](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-03-30-sierra-nevada-brewing-company-ken-grossman) (How I Built This)

## Citing this page

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