# Founder Feature: Alyssa Fernandez of Ollin

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-08-22
- Length: 28m
- Episode: 184
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-22-founder-feature-alyssa-fernandez-of-ollin
- Listen: https://share.transistor.fm/s/78df777b

## Summary

Alyssa Fernandez, founder of Ollin, explains how a personal health journey and a DIY wedding cake inspired her to create a gluten-positive baking brand using Texas-grown heritage grains. She details the formulation challenges of balancing ancient grain ratios to avoid off-flavors, such as an unintended banana taste in the 'Golden Hour' mix, and her decision to swap Einkorn for spelt. Fernandez discusses Ollin's 'Wild West' branding strategy, designed to counter the negative sentiment surrounding gluten-free diets by creating a celebratory, inclusive space for consumers who miss traditional baking.

## Outline

1. Introduction: Alyssa Fernandez and Ollin's Mission
2. From Data Journalism to Heritage Grain Baking
3. Formulation Challenges: Ratios, Flours, and Off-Flavors
4. Wild West Branding and Packaging Design
5. Positioning Against Gluten-Free: Celebrating Gluten
6. Entrepreneurial Journey and Retail Launch

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Ollin (product)
- Pop Up Grocer (company)
- Whole Foods (company)
- Duncan Hines (company)
- Betty Crocker (company)
- Pillsbury (company)
- Einkorn (material)
- Spelt (material)
- Rye (material)
- Ramping Your Brand (other)

## 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)
- [HIBT Lab! Against All Grain: Danielle Walker](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-06-hibt-lab-against-all-grain-danielle-walker) (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)
- [Simple Mills: Katlin Smith](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith) (How I Built This)
- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)

## Citing this page

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