Entrepreneur
& Advisor
Founder of The New Primal
My Story: How I Got Here
After two years behind the scenes, I quit my corporate sales job to launch my business, The New Primal. Like most founders, I underestimated the amount of capital I’d need. I started meeting with investors, only to hear: “You’re too early” or “You’re asking for too little.”
Then one investor said something that hit me hard:
“You’ll have a hard time raising that amount of money. Double your ask, and you’ll see a lot more interest.”
At first, I thought: Who am I to ask a stranger for a million dollars?
The Moment I Stopped Playing Small
I grew up in Section 8 housing. Neither of my parents finished school. My mom fought to get me into better schools in a wealthier part of town, but I always felt like I was a step behind my classmates with their beautiful homes, their reliable cars, and their stable families. They seemed smarter, better behaved, destined for greatness, while I carried this nagging sense that my place in life had already been decided for me.
So when that investor told me to “double my ask,” I was instantly back in that classroom, the outsider who didn’t belong.
And yet, somewhere inside me, something shifted. Maybe it was pride, maybe it was stubbornness, but I realized the only thing keeping me small was my belief that I didn’t deserve to take up space at the table.
That night, I decided to double my ask.
The turning point
A few days later, I flew to New York to meet with a new group of investors.
The meeting went well, the energy was right, and I walked away convinced they would be my partners.
The next day, their email said otherwise. They liked me, but they were going to pass.
I was crushed. For a moment, all the old voices came rushing back—I don’t belong here, I’m not cut out for this, I should go back to playing small. But then, instead of giving in, I did something different. I wrote them back. I told them I respected their decision, but that it sounded like there were questions I hadn’t had the chance to answer. I asked for an hour of their time to address those concerns before they walked away for good.
They didn’t even need the meeting.
They told me later it was that email that changed their minds. They said, “If this is how you respond to rejection, you’re the kind of person we want to bet on.” And just like that, we had our first major investment.
I’ve since raised more than $20 million and built a brand that went from my kitchen counter to 10,000 stores nationwide.
What I Learned
It takes the same energy to raise $500K as it does to raise $5M.
Execution is hard, but clarity and conviction make it possible.
You have to replace the old soundbites in your head with new ones: “You belong here.”
Even after a decade in the trenches, I still battle self-doubt. But I’ve learned how to quiet it long enough to take bold action.
Why I Built CPG OS
Everything I share now—the checklists, the frameworks, the step-by-step playbook—comes from these experiences. I created CPG OS so you don’t have to figure it all out the hard way. It’s the system I wish I’d had when I was starting out; everything I’ve learned about building, scaling, and leading a consumer brand, distilled into a playbook you can use for your own journey.
Even now, after more than a decade in this industry, I still battle self-doubt. But I’ve learned how to replace the old soundbites in my head with new ones, the kind that remind me: You belong here. And for what it’s worth, I believe you do too.
Career Highlights
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Empowered by a proven track record, I have secured over $20M in capital and created a nationally recognized consumer brand, reaching households across the nation. Our products are available in major retailers such as Walmart, Wegmans, Whole Foods, Sprouts, Kroger, Publix, BJs, and more..
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Learned the Amazon business from the ground up, and today, we are one of the top sellers on the platform.
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Revitalized a stagnant category, disrupted it, and paved the way for other Better-For-You brands to enter the market with low-sugar offerings.
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Despite having no industry experience, I became the leader of a company valued at +$50M dollars. Initially considered a 'misfit', I had to educate grocery store retailers on what grass-fed jerky was. Eventually, I gained a seat at the table at some of the largest retailers in the country. I have also assembled an exceptional executive team and guided them through both successes and challenges, all while nurturing our most valuable asset: human capital.
Get to Know Me
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My Personality Type
As a Maverick, I am “outside the box” thinker, who is not afraid to fail.
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My Personal Values
I value Dependability, Consistency, Generosity, Well-Being, Courage, and Fun!
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My Enneagram
As ‘The Challenger,’ I feel most alive when I am exercising my willpower and vitality in the world.