# Founder Feature: BJ Howard of Wild West Chocolate

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-09-19
- Length: 33m
- Episode: 195
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-09-19-founder-feature-bj-howard-of-wild-west-chocolate
- Listen: https://share.transistor.fm/s/b2ee7ec2

## Summary

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.

## Outline

1. Introduction: BJ Howard and Wild West Chocolate
2. Product Formulation: Fruit-Sweetened Chocolate and Guy Deboss
3. Brand Mission: Montana Rivers and Wild West Identity
4. Design and Packaging: Creative Pack and Branding Strategy
5. Market Challenges: 400% Cacao Price Spike and Pricing
6. Retail Strategy: Whole Foods, Sprouts, and Consumer Positioning

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Wild West Chocolate (company)
- Made in Nature (company)
- Guy Deboss (other)
- Doug Brent (other)
- Creative Pack (company)
- Whole Foods (company)
- Sprouts (company)
- Mars (company)
- Hershey's (company)
- Lilies (product)
- Hue (product)
- Costco (company)
- Fresh Market (company)
- Wegmans (company)

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- [Lily’s Sweets: Cynthia Tice](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice) (How I Built This)
- [244 - Jody Polishchuk from Sundays on how they made the first zero sugar creme cookie](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-02-16-244-jody-polishchuk-from-sundays-on-how-they-made-the-first-zero-sugar-creme-coo) (People of Packaging)
- [How I Built Resilience: Kara Goldin of Hint](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-01-how-i-built-resilience-kara-goldin-of-hint) (How I Built This)
- [Perfect Snacks: Bill and Leigh Keith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-09-perfect-snacks-bill-and-leigh-keith) (How I Built This)
- [SmartSweets: Tara Bosch](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-05-smartsweets-tara-bosch) (How I Built This)

## Citing this page

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