How $3,000 bought a brand a spot to become a snack empire

We don’t know if you’ve noticed, but we’re experimenting with how many tasty sections we deliver to you every day. But rather than rely solely on our instincts, we want to hear your thoughts, which you can share by replying to ur email. ☑️

In the meantime, let’s hear the story of a brand that found the right mix of strategy, funding, and supplier partnerships.

• Success story of a snack empire 🍿
• SPON
• Finding the right investor 💰
• Finding the right suppliers 📦

SCRATCHING THE SURFACE

How $3,000 bought a brand a spot to become a snack empire

Every big brand starts small—sometimes even in a kitchen with nothing but a pot and a dream. That’s exactly where Pipcorn’s story begins. 🍿

It all started when siblings Jennifer and Jeff Martin were moving apartments. After a long day of hauling boxes, they found themselves craving a snack. They stumbled upon a forgotten bag of heirloom popcorn kernels, which they popped into their mom’s spaghetti pot.

Who knew this would be a game-changer?

🌟 The Oprah effect (yep, that Oprah)

Over 9 years ago, Jennifer, Jeff, and Jeff's wife Teresa popped their first batch of heirloom kernels. They had no idea that their little popcorn would spark something.

• They packed the snack into hand-stamped bags and hit up Smorgasburg, Brooklyn’s iconic open-air food market.
• One hot day at Smorgasburg, the team offered shade to a scout from Oprah Winfrey’s Favorite Things list. One thing led to another, and Pipcorn made it to Oprah’s legendary gift guide just months later. 🗞️
• Suddenly, demand exploded. Their website even crashed after Oprah’s feature! They found themselves upgrading from homemade holiday crates to professional popping equipment practically overnight.

The trio didn’t just stop at popcorn. Today, Pipcorn offers a whole lineup of snacks—from cheese balls to crackers—all made from their signature heirloom corn.

🌽 Staying true to their roots

For Pipcorn, it's all about their heirloom corn. Today, you’ll find their snacks in over 10,000 stores nationwide. And if you’re wondering what new flavors might be popping up next, their Instagram’s always got the latest scoop.

Pipcorn blew up after being on Oprah, but its success took time. They also faced a lot of issues and countless rejections. Good thing Jennifer, Jeff, and Teresa joined minds to maximize their creativity and put their brand in the spotlight.

DIVING DEEPER

The $6M investment deal that put Pipcorn back on the map

When Pipcorn launched, the brand’s trajectory looked picture-perfect. They hit the jackpot with a Shark Tank deal, got their products into Whole Foods, and rode the wave of early success.

❤️‍🩹 But things took a bitter turn when a potential investor ghosted them after a grueling 5-month due diligence process. Imagine planning your future around a $5 million check, only for it to vanish into thin air. Yep, it was a heartbreak city. 

Turning NO's into growth

Faced with financial uncertainty and a hefty $100,000 legal bill, Pipcorn had a choice: pack it up or double down. They chose the latter.

After knocking on countless doors and hearing rejection after rejection, they finally landed a $6 million deal with Factory in 2019. More than a source of funding, it was proof that resilience pays off!

Along the way, the founders picked up key lessons about finding the right investors.

• Expect no's and welcome them. Not every investor is a match. Pipcorn emphasizes that getting a “No” can be a blessing.
  • Why: Investors who don’t fully believe in your brand aren't the partners you need for long-term growth.
  • Mindset Shift: No’s are good. It means you're one step closer to the right “Yes."
• Vet the investor's commitment. Avoid falling for empty promises. Ensure the investor has the funds they claim to have.
  • Lesson learned: Pipcorn’s failed deal involved an investor who didn’t secure the $5 million he promised.
  • Tip: Don’t just rely on verbal assurances. Ask for proof of funds early in the process.
• Seek alignment beyond capital. Look for partners who truly align with your values and business vision. 🤝
  • Example: Factory was excited about Pipcorn’s commitment to heirloom, better-for-you snacks.
  • Why it matters: An investor’s understanding of your market creates a smoother partnership.
• Conduct your due diligence. Just as investors do due diligence on you, it’s essential to investigate them thoroughly.
  • Questions to ask:
    • What other companies have they invested in?
    • How do they support founders beyond money?
    • What’s their reputation within the industry?
• Build a resilient mindset. Rejections hurt, but resilience is key to finding success. 🏋️‍♂️
  • Pipcorn's advice: You are the one who will believe in your business more than anyone else. It’s your job to convince others to believe too!
  • Remember: Stay persistent, and don’t let rejection damage your self-confidence or brand vision.

✨ The perfect popping moment

Finding the right investor is like finding the perfect popcorn flavor. It takes a bit of trial and error, but once you get it right, everything just clicks.

Pipcorn’s story reminds us that every setback is just a setup for something better. Remember: When someone says “No,” it could mean “Not the right fit."

SUCCESS BLUEPRINT

3 tips to build strong supplier relationships

Pipcorn’s search for kernels that were easier to digest and packed with incredible flavor sparked an idea that would change everything. But the secret to their success goes beyond just great ingredients—it’s the strong relationships with their suppliers.

🎤 In an insightful interview with Shopify, the Pipcorn founders shared valuable tips on maintaining these vital partnerships.

• Build bonds beyond business. Early on, the team didn’t just place orders—they built friendships. Flying out to farms, sharing meals, and even shooting hoops with farmers' kids created bonds that strengthened the partnership. 🫂
• Tip: Spend time getting to know your suppliers personally. It builds trust that can support your business in the long run.
• Honesty and growth. When demand spiked, Pipcorn kept suppliers in the loop. Honest conversations about production needs helped their partners stay prepared while meeting retail timelines.
• Tip: Clear and transparent communication keeps partners aligned and helps them better support your growth.
• Tapping into networks. When one farm couldn't keep up, their trusted supplier introduced them to neighbors and friends, unlocking a network that enabled Pipcorn’s steady expansion. 🌐
• Tip: Build relationships with suppliers who can connect you with their networks to support scaling efforts.

🧨 Keep building, keep popping

Whether you're running a snack brand or any growing business, one thing's clear: strong partnerships can make all the difference. Just like them, you too can unlock new opportunities.

The next time you're reaching out to a partner, you might just be sowing the seeds for your next big win.