# Founder Feature: Charlie Gentry of TruJoy

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-10-25
- Length: 34m
- Episode: 88
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-25-founder-feature-charlie-gentry-of-trujoy
- Listen: https://share.transistor.fm/s/61954856

## Summary

Charlie Gentry, founder of TruJoy, a frozen Greek yogurt brand based in Austin, Texas, explains his transition from geology to CPG, detailing how he used a 360-page textbook and Excel modeling to formulate a creamy, 5% milk fat product. He discusses the operational challenges of sourcing California dairy for co-packing in Dallas, managing cold chain logistics with distributors like Kehe and Unified, and expanding into retailers such as Whole Foods and Central Market. Gentry highlights his bootstrapped growth strategy, the importance of founder networking for solo entrepreneurs, and his plans to introduce new flavors like chocolate and mint chip while aiming for national affordability.

## Outline

1. Introduction: Charlie Gentry and TruJoy's Origin Story
2. Product Formulation: Science, Ingredients, and Texture
3. Prototyping: Home Kitchen to Commercial Freezer
4. Manufacturing: Co-packing, Dairy Sourcing, and Cold Chain
5. Retail Expansion: Distributors, Brokers, and Category Reviews
6. Marketing, Branding, and Solo Founder Challenges
7. Future Plans: New Flavors, California Growth, and Affordability

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- TruJoy (product)
- Whole Foods (company)
- Central Market (company)
- Kehe (company)
- Unified (company)
- Wims (company)
- Jenny's (company)
- Ben and Jerry's (company)

## Related episodes from other shows

- [Yasso: Amanda Klane and Drew Harrington](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-25-yasso-amanda-klane-and-drew-harrington) (How I Built This)
- [Noosa Yoghurt: Koel Thomae](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-11-25-noosa-yoghurt-koel-thomae) (How I Built This)
- [Chobani: Hamdi Ulukaya](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-14-chobani-hamdi-ulukaya) (How I Built This)
- [Stonyfield Yogurt: Gary Hirshberg](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-10-02-stonyfield-yogurt-gary-hirshberg) (How I Built This)
- [Live From The HIBT Summit: Jeni Britton Bauer of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-02-27-live-from-the-hibt-summit-jeni-britton-bauer-of-jenis-splendid-ice-creams) (How I Built This)

## Citing this page

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