How I Built This with Guy Raz

Episode: Advice Line with Jeni Britton of Jenny's Splendid Ice Creams
Release Date: March 27, 2025

Introduction

In this episode of How I Built This with Guy Raz, host Guy Raz welcomes back Jenny Britton, the visionary founder of Jenny's Splendid Ice Creams. Originally featured in a live episode from Columbus, Ohio in 2018, Jenny returns to share her journey, insights, and to offer advice to fellow entrepreneurs facing various business challenges.

Jenny Britton's Entrepreneurial Journey

Starting from the Ground Up
Jenny Britton recounts her bold decision to pivot from an art career to the world of ice cream making. In [05:32], she shares:

"I just knew that I couldn't do art anymore. I wanted to be making ice cream and serving it, and I wanted to light people up in that way."

Launching her first location in a Columbus food hall, Jenny emphasized the importance of starting small and building a strong foundation. Contrary to the common belief that iconic brands originate from coastal hubs like New York or Los Angeles, Jenny leveraged Columbus's supportive community and lower business costs to establish her brand.

Choosing the Right Locale
At [06:43], Jenny explains why Columbus was ideal for her venture:

"Smaller markets are perfect because the city gets behind it in a different way. You can really try things and also fail a lot, and people still stick with you."

This strategic choice allowed Jenny to focus resources on product quality and brand development without the exorbitant expenses associated with larger cities.

Introducing Flora: A New Venture

Expanding her entrepreneurial spirit, Jenny introduced Flora at [07:51], a company dedicated to producing high-fiber energy bars. Drawing from produce trimmings like apple cores and watermelon rinds, Flora addresses the widespread fiber deficiency in the American diet while promoting sustainability by reducing food waste.

"Flora exists to get people fiber every day."

This venture showcases Jenny's commitment to innovation and health, paralleling her dedication to quality in her ice cream business.

Advice Line: Helping Fellow Entrepreneurs

Throughout the episode, Jenny and Guy Raz engage with callers seeking guidance on various business challenges. Two notable callers share their entrepreneurial stories:

1. Jesse Koenig of Jesse and Ben's
   Jesse discusses his company's unique approach to producing high-quality, non-GMO frozen french fries cooked in healthy fats like grass-fed beef tallow and avocado oil. Facing a nationwide launch with limited marketing budgets, Jesse seeks advice on effective resource allocation for marketing.

   Key Insights:

   • Product Quality Over Trends
     Jenny emphasizes that while targeting health-conscious consumers is beneficial, the primary appeal lies in the product's superior taste and quality.

     "Most of the people that you want to appeal to aren't really going to care about [seed oils] as much yet. They just like your product because it's delicious." [16:50]

   • Effective Sampling Strategies
     Jenny suggests innovative sampling methods to engage consumers directly, such as partnering with complementary brands or creating interactive in-store experiences.

2. Casey White of Jaju Pierogi
   Casey seeks advice on sustainable growth in the Consumer Packaged Goods (CPG) industry without relinquishing significant equity through external funding.

   Key Insights:

   • Leverage Existing Networks
     Jenny recommends tapping into personal networks for initial funding and support, emphasizing the importance of trusted advisors and a dedicated board.

     "Have you looked into SBA and like, the sort of SBA and bank loans? They can be an incredible resource." [27:01]

   • Building a Strong Team and Advisory Board
     Establishing a board of advisors can provide invaluable guidance and prepare the company for future growth and investment opportunities.

Navigating Marketing and PR Challenges

For Jesse Koenig:
Jenny advises focusing on the inherent quality and uniqueness of the product to attract customers organically. She highlights the importance of authentic storytelling and leveraging social media influencers who genuinely appreciate the product.

For Ali Zaher of UBE Co:
Ali, founder of a pet treat company, seeks help in finding a reputable PR firm to expand her brand's reach. Jenny underscores the need for authenticity in communication and suggests prioritizing partnerships with PR professionals who genuinely believe in the product.

"People invest in you, even consumers and customers. They want to know that this came from somebody who really cares." [47:57]

Key Takeaways and Insights

• Start Small and Scale Strategically:
  Jenny's success in Columbus underscores the benefits of launching in supportive, smaller markets where businesses can thrive without the intense competition and high costs of major cities.

• Maintain Brand Integrity:
  Whether launching ice cream or fiber bars, Jenny emphasizes the importance of product quality and authenticity in building a loyal customer base.

• Leverage Networks and Advisors:
  Building a reliable support system through advisors, boards, and personal networks is crucial for sustainable growth without losing control over the company's vision.

• Innovative Marketing Approaches:
  Embracing creative sampling methods and authentic storytelling can set a brand apart in crowded marketplaces, fostering genuine connections with consumers.

Conclusion

Jenny Britton's journey from an art student to a renowned ice cream entrepreneur and beyond offers invaluable lessons in resilience, innovation, and strategic growth. Through her insights on building quality products, smart scaling, and effective marketing, Jenny provides a masterclass for aspiring entrepreneurs navigating the challenges of the business world.

Notable Quotes

• Jenny Britton on Dropping Out to Pursue Ice Cream:

  "I just knew that I couldn't do art anymore. I wanted to be making ice cream and serving it, and I wanted to light people up in that way." [05:46]

• Jenny Britton on Choosing Columbus:

  "Smaller markets are perfect because the city gets behind it in a different way. You can really try things and also fail a lot, and people still stick with you." [06:43]

• Jenny Britton on Flora's Mission:

  "Flora exists to get people fiber every day." [08:26]

• Jenny Britton on the Importance of a Dedicated PR Partner:

  "You have to have somebody who adores you, who believes in you, who wants to push it forward." [44:58]

• Jenny Britton Reflecting on Past Advice:

  "I needed a coach. I needed to understand how founders carry power in companies." [48:55]

For more inspiring stories and entrepreneurial insights, tune in to How I Built This with Guy Raz on the Wondery App or your favorite podcast platform.