Daniel Goetz's journey to creating GOODPOP began during a college class when he found himself sketching a logo and flavors, driven by a vision to build a company centered on doing good. Though uncertain of the path ahead, Daniel aspired to pursue a career after graduation that would fulfill his passion in social impact. Little did he know that this classroom doodle would eventually become the foundation of GOODPOP.

In a recent conversation, Sonya Gafsi Oblisk, Chief Merchandising and Marketing Officer at Whole Foods Market, sat down with Daniel Goetz, the founder of GOODPOP. They discussed the significant milestones and challenges involved in building a CPG frozen treat brand that now generates around $60 million in annual gross sales - all achieved without outside investors.

During the episode, Daniel shared several key pieces of advice for aspiring entrepreneurs:

• Focus on building deeper relationships rather than wider.
• Establish a secondary goal for your brand that aligns with a personal passion.
• Strive to embody the qualities of a non-anxious leader.

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How do you go from making apple cider vinegar sodas in your kitchen to a $1.95B acquisition? Poppi founders Allison and Stephen Ellsworth joined Whole Foods Market’s CEO Jason Buechel and CMMO Sonya Gafsi Oblisk to tell their story.

Beyond the Board takes this episode in front of a live audience of over 700 Team Members, where the Poppi founders unpack:

• How a Local Forager from Whole Foods Market discovered their product at the Dallas Farmers Market in 2015
• Raw honesty about what it takes it breakthrough in the industry
• The power of community

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Our Father’s Day episode: A Dozen Cousins founder, Ibraheem Basir, shares the touching story behind his company's name - a tribute to his firstborn child, the twelfth cousin in the family. Join CEO Jason Buechel as he sits down with this Los Angeles-based father, who fondly recollects childhood cookouts in Brooklyn. This episode offers a unique blend of family values, culinary passion, and business acumen. Discover how Ibraheem's heritage and experiences shaped his approach to creating culturally inspired, healthier food options. Their conversation delves into:

1. The entrepreneurial mindset: Seeking problems as opportunities
2. How Ibraheem's personal wellness journey sparked product innovations
3. A Dozen Cousins' retail journey and the growing popularity of global cuisines

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For our latest episode Whole Foods Market CEO Jason Buechel sits with, David Chang, chef and founder of Momofuku Goods, who shares his hacks to making home cooking easy. We also discuss:

1. Despite being a successful chef, David’s kids remain his toughest critics.
2. David’s personal journey becoming a home chef in the pandemic helping to influence Momofuku Goods.
3. David’s life as a young chef in New York.

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Whole Foods Market CEO Jason Buechel speaks with Gail Becker, founder of CAULIPOWER, and Tyler Ricks, CEO. The three share a unique background of being grandchildren of dairy farmers and how that has influenced them in their current roles today.

We also cover:

• The value of having influence on the supply chain for our future of food.
• How CAULIPOWER works to bring back positive economics to farmers.
• Finding innovation through creating food for all to enjoy.

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In our first episode, Whole Foods Market CEO Jason Buechel speaks with Brooklyn Peltz Beckham, founder of Cloud23 Premium Organic Hot Sauces. Brooklyn shares where he draws his culinary inspiration from and process in developing Cloud23 brand.

We cover:

• How a late night in the kitchen with his wife led to the inspiration and first recipe for Cloud23.
• Brooklyn’s secret sauce to level up his dad’s famous Bolognese recipe.
• Plus, we dive into how Gen Z consumers are shaping a better future food system.

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Whole Foods Market’s Beyond the Board is a storytelling series that spotlights different guests — from founders of major brands to up-and-coming suppliers as well as community leaders and policy makers — all working to nourish people and the planet. The podcast will feature a rotating cast of hosts from Whole Foods Market's leadership team, including CEO Jason Buechel, Chief Merchandising and Marketing Officer Sonya Gafsi Oblisk and Senior Vice President of Merchandising Alyssa Vescio.

Beyond the Board offers listeners a behind-the-scenes look at how purpose-driven businesses are built, letting them hear directly from changemakers shaping the future of food and wellness.

The premiere episode for Whole Foods Market Beyond the Board is out on May 1st! Tune in and listen to Whole Foods Market CEO Jason Buechel in conversation with Cloud23 founder Brooklyn Peltz Beckham.