From Peace Corps Discovery to Making Moringa Mainstream in America with Lisa Curtis of Kuli Kuli

In this episode, Bora chats with Lisa Curtis who shares her remarkable journey from discovering Moringa as a Peace Corps volunteer in Niger to transforming it into a mainstream superfood ingredient through her company Kuli Kuli. Here's what brand builders will learn:

Key Business Insights:

The strategic path from farmers' markets to national retail presence
Critical lessons in consumer testing and messaging evolution
How to navigate the complex world of food distribution and retail partnerships
Successful fundraising strategies that secured over $11.5 million in investment

Essential Brand Building Takeaways:
Converting social impact into market opportunity
Testing and refining product messaging through direct consumer interaction
Building relationships with major retailers like Whole Foods
Leveraging press and partnerships (including collaborations with Jose Andres and the Clinton Foundation)
The reality of scaling from handmade products to national distribution

The episode offers invaluable insights into:
Early-stage market validation strategies
The transition from direct-to-consumer to retail distribution
How to position an unknown ingredient in the American market
Building valuable industry relationships and securing strategic partnerships
Managing rapid growth and the associated challenges

Lisa also shares her current challenges and exciting plans for 2025, including major retail expansions into Kroger, Target, and Walmart, offering listeners a real-time look at scaling a CPG brand. Whether you're launching a food brand or building any consumer product company, this episode provides actionable insights from someone who built a successful brand from scratch.