How I Built Resilience: Justin Gold of Justin's

How I Built This with Guy Raz

Guy Raz | Wondery

Business

4.8 • 31.1K Ratings

🗓️ 31 October 2020

⏱️ 23 minutes

🔗️ Recording | iTunes | RSS

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Summary

Justin Gold is the founder of Justin's, known for its nut butters and chocolate peanut butter cups. He talks about how he started by pulverizing peanuts in his home blender, and describes how his customers are shopping differently during the pandemic. These conversations are excerpts from our How I Built Resilience series, where Guy talks online with founders and entrepreneurs about how they're navigating these turbulent times.

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Transcript

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0:00.0	Hey, Prime members, you can listen to how I built this early and ad-free on Amazon Music.
0:07.0	Download the app today.
0:09.0	New years is here, and with it brings the possibility of change.
0:13.0	As one behavioral scientist put it, first starts are really powerful.
0:17.0	So as you head into 2023, LifeKit is a great resource to help you plan your life and tackle changes, both big and small.
0:24.0	Listen to the LifeKit podcast from NPR.
0:27.0	Hey, really quick before we start the show, the how I built this book is now a New York Times and Wall Street Journal bestseller.
0:35.0	So thank you to all of you who ordered it and for your support of this show.
0:40.0	If you haven't picked it up and you want to learn the secrets of how to develop an entrepreneurial mindset, how I built this, the book is for you.
0:49.0	It's now available wherever books are sold and in most countries around the world, or by visiting howibuiltthis.com or gyros.com.
0:59.0	And thanks.
1:00.0	Hey everyone and welcome to how I built this resilience edition.
1:06.0	On these episodes, as many of you know, we talk with entrepreneurs and other business leaders about how they're thinking creatively during this very disruptive time.
1:15.0	And today we're going to hear from Justin Gold. He's the founder of Justin's, which makes peanut and almond butter, protein bars and other nut snacks.
1:24.0	And ever since the pandemic started, Justin has noticed a few changes in the way people shop for their comfort food.
1:32.0	But first, he told me a bit about how we got to start.
1:35.0	So I'm a vegetarian and 17 years ago, I started making peanut butter and almond butter in my kitchen with a food processor mainly because I suddenly got fossil.
1:45.0	But back then there were two types of peanut butter, right? It was smooth and crunchy and that was really it.
1:50.0	There were a few brands of almond butter. None of them tasted really good.
1:53.0	You know, when you ate a handful of almonds, it tasted amazing.
1:56.0	So curiosity led me down a path of experimenting.
2:00.0	And then with a food processor, I was making all these concoctions, putting them in jars, literally putting them in the fridge and in the cupboards.
	...

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