Forget Unicorns, Give Me Tardigrades

We love to talk about unicorns in the Natural Products Industry. These are the brands that experience rapid growth and get acquired for some crazy revenue multiple. It is the exalted “exit” to which many founders aspire.

Our obsession with the unicorn does us such a disservice. It forces founders to jump onto the fundraising hamster wheel. We build brands that are hungry ghosts with big bellies and…