# Founder Feature: Bar Bruhis of Boostcous

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-07-24
- Length: 29m
- Episode: 343
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-24-founder-feature-bar-bruhis-of-boostcous
- Listen: https://share.transistor.fm/s/20318727

## Summary

Bar Bruhis, founder of Boostcous, explains how he formulated a better-for-you couscous using only chickpeas, lentils, and peas after a licensing deal with an Italian manufacturer collapsed due to tariffs. He details his decision to launch direct-to-consumer first, hitting 10,000 Shopify orders in six months to prove product-market fit and gather customer data. Bruhis shares the specific post-purchase survey question that led to a Costco buyer call and discusses his strategy for pitching Whole Foods and Walmart after his first trade show at Summer Fancy Food.

## Outline

1. Introduction: Bar Bruhis and Boostcous
2. Product Formulation and Tariff Challenges
3. DTC Launch Strategy and Shopify Growth
4. Building Network and Mentorship
5. Post-Purchase Survey and Costco Deal
6. Retail Expansion and Trade Shows

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Boostcous (product)
- Banza (company)
- Goodles (company)
- Shopify (tool)
- Meta (tool)
- Klaviyo (tool)
- Lieber's Locavore (company)
- Whole Foods (company)
- Walmart (company)
- Costco (company)
- Summer Fancy Food (other)
- No Commerce (company)

## Related episodes from other shows

- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (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)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)
- [013: From Kitchen to Amazon, Launching All-Natural Cake Mix for Dogs with Kelly Costello of Puppy Cake](https://hardwarepodcasts.com/podcast/product-startup/2016-07-26-013-from-kitchen-to-amazon-launching-all-natural-cake-mix-for-dogs-with-kelly-co) (Product Startup)

## Citing this page

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