# #119 Lil Bucks: Cultivating Health and Sustainability Through Buckwheat with Founder Emily Griffith and Luke Peterson from A-Frame Farm

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-12-19
- Length: 50m
- Episode: 3
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-19-119-lil-bucks-cultivating-health-and-sustainability-through-buckwheat-with-found
- Listen: https://share.transistor.fm/s/a5ddc56a

## Summary

Emily Griffith, founder of Lil Bucks, and Luke Peterson of A-Frame Farm discuss their mission to mainstream regenerative organic certified buckwheat. They detail the operational challenges of launching during the pandemic, the strategic pivot to 'Cluster Bucks' granola bites, and their fundraising journey involving friends, family, and crowdfunding. The episode highlights the importance of direct farmer relationships, consumer education on buckwheat as a fruit seed, and the new 'Jumro Blueberry Crisp' flavor launching at Whole Foods.

## Outline

1. Introduction: Emily Griffith and Luke Peterson on Lil Bucks and A-Frame Farm
2. Buckwheat Superpowers and Regenerative Farming Principles
3. The Origin Story and Direct Farmer Relationships
4. Consumer Insights and Packaging Strategy
5. Retail Launch Challenges and the Pandemic Pivot
6. Product Development: Cluster Bucks and New Flavors
7. Fundraising, Crowdfunding, and Financial Strategy
8. Challenges for Regenerative Farming and Government Policy
9. Upcoming Launches and Community Engagement

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Policy, trade & tariffs](https://hardwarepodcasts.com/topic/policy-trade-and-tariffs)

## Most relevant to

early-stage companies

## Mentioned

- Lil Bucks (product)
- A-Frame Farm (company)
- Whole Foods (company)
- Thrive Market (company)
- Amazon (company)
- Simple Mills (company)
- Patagonia Provisions (company)
- Partake (company)
- Bam (product)
- Pacha Bread (company)
- Main Crisp (company)
- RangeMe (company)
- Cin7 (company)
- Strategy Maven Agency (company)
- Republic (company)

## Related episodes from other shows

- [Jovial Foods: Carla Bartolucci](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci) (How I Built This)
- [Simple Mills: Katlin Smith](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith) (How I Built This)
- [Healing through food with Danielle Walker of Against All Grain (2022)](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-18-healing-through-food-with-danielle-walker-of-against-all-grain-2022) (How I Built This)
- [Happy Family Organics: Shazi Visram (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-07-04-happy-family-organics-shazi-visram-2020) (How I Built This)
- [Dave's Killer Bread: Dave Dahl](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-01-daves-killer-bread-dave-dahl) (How I Built This)

## Citing this page

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