Hardware Podcasts

Founder Feature: BJ Howard of Wild West Chocolate

The Startup CPG Podcast · 19 Sept 2025 · 33m · Episode 195

What this episode covers

BJ Howard, founder of Wild West Chocolate, explains how her brand uses a proprietary blend of four dehydrated fruits (mulberry, peach, mango, date) to create no-added-sugar chocolate, launching just as cacao prices spiked 400%. She details the 18-month formulation process with chocolatier Guy Deboss and the strategic decision to target health-conscious consumers seeking a guilt-free indulgence without sugar alcohols or stevia. Howard discusses navigating the volatile cacao market, securing shelf space at Whole Foods and Sprouts, and differentiating the brand through distinctive 'Wild West' branding and regenerative organic certification.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Wild West Chocolate, Made in Nature, Creative Pack, Whole Foods, Sprouts, Mars, Hershey's, Costco, Fresh Market, Wegmans
Products
Lilies, Hue
Also
Guy Deboss, Doug Brent

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