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Lindsay Leopold is the founder of Joy Supply, a cookie brand focused on making a great-tasting, better-for-you product while creating more demand for regeneratively grown ingredients.

In this conversation, we talk about how an oat cookie recipe from Lindsay’s great-grandfather’s 1908 bakery became a starting point for the product, what it took to develop the final recipe and bring it into commercial production, sourcing regenerative ingredients, and finding a co-manufacturer willing to work with a more custom supply chain.

We also discuss why Lindsay completely reworked the brand after getting feedback on early samples, how she thought about packaging and pricing, why Joy Supply is primarily focused on retail rather than DTC, and what the company is already learning about inventory, forecasting, fulfillment, and distribution as it grows.

Finally, Lindsay shares how she thinks about new flavors, certifications, fundraising, and deciding which parts of the business are worth holding onto and which she’s willing to change as she learns.

I learned a lot during my conversation with Lindsay, and I hope you enjoy it as much as I did.