# Kitchen to 4,000 Stores: The Cold Email That Launched a Ghee Snack Brand

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-10-16
- Length: 30m
- Episode: 386
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-10-16-kitchen-to-4-000-stores-the-cold-email-that-launched-a-ghee-snack-brand
- Listen: https://share.transistor.fm/s/5b8f5131

## Summary

Darin Alpert, founder of Gheelish, explains how his background in enterprise software and creating the Find Me Gluten Free app informed his strategy to prioritize distribution over product development. He details how a cold email to Sprouts led to a nationwide launch of air-popped ghee popcorn, achieving $2 million in wholesale sales in 2025. Alpert also discusses the nutritional advantages of ghee, the upcoming protein cookie launch, and the sales science behind his outreach messaging.

## Outline

1. Introduction: Darin Alpert and Gheelish
2. Origin Story: Pregnancy, Intolerances, and the Ghee Idea
3. Product Details: Air-Popped Popcorn and Butyric Acid
4. Distribution Strategy: Cold Emailing Sprouts and Wholesale Focus
5. Growth and Retail Expansion: From Sprouts to Erewhon
6. Ingredient Science: Ghee vs. Tallow and Smoke Points
7. Sales Science: The Art of the Cold Email and Outreach

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)

## Most relevant to

early-stage companies

## Mentioned

- Gheelish (product)
- Sprouts (company)
- Find Me Gluten Free (product)
- LesserEvil (company)
- 4th & Heart (company)
- Bonza (company)
- Truff (company)
- Erewhon (company)
- Mom's Organics (company)
- Thrive Market (company)
- Central Market (company)
- World Market (company)
- Swamp Rabbit Cafe (company)
- Grassroots Marketing (company)
- Jamie's Farm (company)
- Gips (company)
- Expo West (other)

## Citing this page

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