How I Built This with Guy Raz: Chobani – Hamdi Ulukaya

Released on July 14, 2025

In this compelling episode of How I Built This with Guy Raz, Hamdi Ulukaya, the founder and CEO of Chobani, shares his remarkable journey from a nomadic shepherd in rural Turkey to building one of America's most iconic yogurt brands. The conversation delves deep into Ulukaya's resilience, innovation, and commitment to community, offering invaluable insights into entrepreneurship and leadership.

Early Life and Journey to America

Hamdi Ulukaya was born in a remote Kurdish village in eastern Turkey, where he grew up amidst shepherds and farmers. This upbringing instilled in him a profound knowledge of cheese and yogurt-making, as well as traits like resourcefulness and determination—qualities that would later prove essential in his entrepreneurial journey.

Isolation and Traditions

"We were kind of people like from Mars, really. We would come to town and buy our flowers and sugars and whatever it is... Then the second we are done, we are on our horses and mules and we are up in the mountains."
—Hamdi Ulukaya [06:29]

Despite living a semi-nomadic lifestyle, Ulukaya recalls his childhood as one of relative comfort and community, enriched by the traditions of his family and tribe.

Emigration to the United States

Driven by political activism and a desire for a better life, Ulukaya decided to leave Turkey in the mid-1990s. Initially planning to study in Europe, a chance conversation redirected his path to the United States.

The Crucial Decision

"This is my last goodbye to life of tribe, my last goodbye to my town... And within two weeks, I was in New Jersey."
—Hamdi Ulukaya [11:54]

Arriving with limited funds and minimal English proficiency, Ulukaya faced immense challenges. He juggled multiple responsibilities—working on a farm, attending English classes at Baruch College, and coping with personal loss after his mother's passing.

Founding Euphrates and Entering the Cheese Business

In 2002, Ulukaya and his brother Bilal founded Euphrates, a cheese-making business, leveraging their deep-rooted knowledge of cheese production from Turkey. However, the initial years were fraught with difficulties, from securing loans to perfecting their cheese in an unfamiliar environment.

Struggles and Perseverance

"Those first two years were the most difficult times of my life... I remember going to the creek and crying by myself."
—Hamdi Ulukaya [37:03]

Despite skepticism from bankers and the complexities of operating an old Kraft-owned factory, Ulukaya's unwavering determination kept the business afloat.

The Pivotal Decision to Enter the Yogurt Market

In 2004, an unexpected piece of junk mail advertised a fully equipped yogurt factory for sale at an astonishingly low price of $700,000. Recognizing the potential, Ulukaya took a bold leap, purchasing the facility and pivoting from cheese to yogurt production.

Embracing Opportunity

"I said, why don't you ask your brothers to send you feta cheese, then you can sell it here. That was the big idea."
—Hamdi Ulukaya [23:21]

This strategic shift laid the foundation for what would become Chobani, redefining the American yogurt landscape.

Launching Chobani and Early Growth

By 2007, Chobani had secured its first retail spot in a kosher grocery store in Great Neck, New York. The real breakthrough came when they entered ShopRite, a major grocery chain, albeit with significant initial costs and risks.

First Major Breakthrough

"I was okay to lose money for probably two months... and then I felt like I could breathe."
—Hamdi Ulukaya [38:13]

The gamble paid off when orders soared, leading Ulukaya to aggressively scale operations, often sacrificing personal well-being to meet demand.

Scaling Up and Overcoming Challenges

Chobani's rapid growth brought both opportunities and obstacles. Expanding production required substantial investments, such as building a new factory in Idaho. However, issues like product recalls and quality control tests the company's resilience.

Facing Adversity

"There was a recall... Banks got nervous and wanted their loan to be paid back. It felt like the company was going to drown."
—Hamdi Ulukaya [83:11]

In 2014, a significant recall threatened Chobani's survival. Ulukaya's steadfast refusal to relinquish control and his commitment to ethical practices ultimately steered the company away from bankruptcy.

Maintaining Integrity and Building Community

Beyond business growth, Ulukaya prioritized social responsibility, notably by hiring refugees and advocating for immigration reform. This approach not only fostered a loyal workforce but also enriched the company's culture.

Commitment to Community

"I have never followed the craft route. I followed the kid from Kurdish mountains... I wanted to open the doors and let people participate in the success."
—Hamdi Ulukaya [90:08]

Chobani became synonymous with community support, transforming it from a mere business into a symbol of positive social impact.

Conclusion: A Testament to Resilience and Vision

Hamdi Ulukaya's story is a powerful narrative of overcoming adversity through hard work, unwavering vision, and a deep sense of responsibility towards society. From a modest beginning in a rural village to leading a multi-billion-dollar enterprise, Ulukaya's journey exemplifies the essence of entrepreneurship driven by passion and integrity.

Final Reflections

"I brought a seed loaded with tradition, love, and knowledge. This land was great soil for that seed to grow into something remarkable."
—Hamdi Ulukaya [92:43]

As Chobani continues to thrive, Ulukaya remains committed to ensuring that his company's success benefits not just shareholders, but also the broader community.

Notable Quotes:

• "I used to get really upset when I see yogurt on the lid."
  —Hamdi Ulukaya [02:52]

• "If it's not successful, I'm out in a very, very, you know, very bad way."
  —Hamdi Ulukaya [03:17]

• "I'm pretty sure this is why Chobani is extremely successful."
  —Hamdi Ulukaya [90:08]

This episode serves as an inspiring testament to what can be achieved with determination, cultural integrity, and a commitment to making a positive impact. Hamdi Ulukaya's journey with Chobani not only transformed the yogurt market but also set a new standard for socially responsible entrepreneurship.