Good Dirt® emerged from a necessity born out of personal experience. The founders, Lynn and Mario, are a husband-and-wife duo with a long history in urban agriculture. They work with communities to create green spaces and promote sustainable living. Their shared passion for fresh, locally sourced ingredients and their own personal health challenges inspired the creation of Good Dirt®.
When Lynn Callaway experienced digestive issues after giving birth, she turned to her knowledge of natural remedies and began experimenting with various ingredients to create a beneficial concoction. The initial formulation was effective but lacked appeal due to its unpleasant taste. They refined the recipe through extensive research and development, incorporating mushroom extracts and other natural ingredients to balance the flavor and enhance the product’s benefits.
Lynn and Mario’s dedication to their mission was unwavering. They aimed to create a product that was not only effective but also enjoyable to consume. Understanding that gut health issues are not exclusive to women, they set out to develop a product that would benefit people of all genders. By combining their personal experiences, expertise in agriculture, and dedication to creating a healthier world, the founders successfully brought Good Dirt® to life.
What are you most proud of achieving with Good Dirt so far?
The partnership with Sprouts at the beginning of the year was a significant milestone for Good Dirt®. Few brands can gain shelf space so quickly, especially at such an early stage in their journey. Lynn and Mario participated in an innovation program where Sprouts sought fresh, new brands.
Despite entering the meeting with modest expectations, the founders were thrilled when Sprouts expressed interest in introducing Good Dirt® to their customers. They pitched their company, and the partnership soon materialized, rapidly increasing production and distribution.
Rapid growth presented new challenges, including manufacturing at a larger scale, logistics, and fundraising. Lynn and Mario had to quickly adapt to the increased production demands and secure the necessary funding to support the partnership. With a tight deadline set by Sprouts and a request for 66,000 cans (6,000 cases), they had to navigate a fast-paced and demanding environment. They met their deadline and were able to launch their product in Sprouts stores.
Can you describe a significant setback you faced in building your business and how you overcame it?
As with any new venture, Good Dirt® faced its share of challenges. One of the most significant hurdles was perfecting the product formula. Early iterations of the beverage fell short of the founders’ expectations, leading them to reassess their approach and refine the recipe.
“We had a lot of setbacks,” Lynn admitted. “We worked with a few different teams who just didn’t quite get it. We got some iterations that were just like, ‘What is this? There’s no way I’m going to sell this.’”
The founders remained committed to creating a delicious and functional beverage. They revisited their objectives, focusing on taste, texture, and nutritional value. A fundamental principle guiding their development was that the product should be something they would personally enjoy consuming.
“Our goal was to develop a product that was accessible to everyone without sacrificing quality or convenience,” explained Lynn. “We wanted to create a beverage that could be enjoyed on a break at work or with lunch without requiring any compromises.”
While the ingredients themselves were relatively simple and approachable, the complexity lay in combining them in the right proportions to achieve the desired taste and texture, particularly given the high fiber content. Good Dirt’s® beverages contain 10 grams of fiber, the highest amount among prebiotic sodas. They ultimately succeeded in creating an enjoyable and nutritious beverage, meeting the needs of consumers seeking a convenient and healthy drink option.
What is the most critical lesson you’ve learned as an entrepreneur?
As an entrepreneur, Lynn learned a valuable lesson: the consumer packaged goods (CPG) industry moves rapidly. Trends, fads, and market changes occur frequently, making it essential for brands to remain focused on their core purpose. This strategic focus has been a guiding principle for Good Dirt®, reassuring consumers of the brand’s commitment to quality and innovation.
She emphasized the importance of revisiting the original reasons for starting the business, especially during challenging times. Rejection and setbacks are common in the industry, but a strong sense of purpose can motivate you to persevere.
As Lynn explained, “You’re constantly being told no— just all these different elements that, one may be discouraged. And so, just really digging deep into why we created this in the first place and the purpose is crucial when experiencing that.”
Can you describe your experience preparing for the pitch competition and the subsequent crowdfunding campaign? What were your biggest challenges during each phase, and how did you overcome them?
Lynn described the pitch competition as a valuable experience despite its fast-paced nature. The short turnaround between being named a finalist and submitting the required materials was challenging but ultimately worthwhile.
The opportunity to connect with other women entrepreneurs in similar stages of their businesses was significant. The diversity of businesses represented, from vintage boutiques to healthcare tech apps, created a vibrant and inspiring atmosphere.
Lynn and Mario leveraged their network to garner votes and focused on social media outreach. She explained, “We sent email blasts to our customers, letting them know, ‘Hey, we’re a part of this pitch competition.’ We told them that by voting for us, they were contributing to our growth and helping us build something great. Ultimately, leaning on our community through social media or other channels was the best strategy in this situation.”
The competitive nature of the pitch competition added an extra layer of excitement and stress. They closely monitored the scoreboard, experiencing the ups and downs of fluctuating rankings. Despite the intense competition, they were pleased with their second-place finish.
Based on your experience, what advice would you give entrepreneurs preparing for a pitch competition?
As Lynn recalled, “Tap into storytelling.” Initially, she believed her pitch was strong, but with the team’s guidance, she learned quickly to focus on crafting a compelling narrative.
“You want to be able to hook the audience. You want to be able to hook the judges right into your story,” she explained. “Start with the problem you’re addressing and your solution. Tell your story in a way that resonates with the judges and the audience.”
Lynn also emphasized the importance of enjoying the process. “It can be intimidating, but if you’re not having fun, what’s the point?” she said. “Try your best to have fun. If we’re not having fun, then what are we doing?”
In addition to storytelling, Lynn advised knowing the numbers. “Be prepared to know your numbers.” pitch your business with data and metrics,” she said. “This will help you make a strong impression and demonstrate the viability of your venture.” By understanding the key metrics, Lynn could confidently present a more persuasive case to potential investors or partners.
Where did you allocate the funds?
Lynn shared, “The money from the pitch competition allowed us to hire a sales consultant.” This valuable addition to the team helped with sales and strategy and provided crucial insights into the company’s cost of goods sold (COGS).
“I’m not an accountant, and I know many founders are in the same boat,” she said. “Having an expert come in and analyze our numbers was invaluable. They helped us understand our velocity, projections, and sales strategy.”
This newfound confidence in understanding the numbers positioned the company to speak more authoritatively about its financial performance. Additionally, the grant funding from BGV enabled Good Dirt® to hire a social media expert to create engaging content.
“With a better understanding of our numbers, we can allocate our marketing budget more effectively,” she explained. “Everything is starting to make sense, and we have a clear framework to follow, so we don’t have to shoot in the dark.”
Support for women of color entrepreneurs can be limited. Can you share an experience where this was a significant hurdle?
“Fundraising has been a significant challenge for me,” Lynn admitted. “The CPG industry is capital-intensive, and as a woman of color, I’ve faced the reality of receiving less than 1% of VC capital. So when you’re faced with statistics like that, it’s just like, what do you do?
It goes back to what I mentioned earlier: purpose. I understand some people create brands because it’s a trend or it makes sense to do so, but I’m not going to do it, put my name on it, or create it if I don’t believe in it.
During those hard moments, what’s going to get you up that morning? What’s going to keep you at it when you go, and you speak to 15 VCs or angel investors, and they say, not right now, or you’re in a situation where you’re feeling like you’re being over overly coached, like I’m like how many times are we gonna talk about my pitch deck, right? It’s essential to stay focused on what keeps you going because, without that, you’ll be blown away by the wind.”
What is the most essential skill or quality for business success?
“Grit. I definitely would say grit,” Lynn asserted. “Entrepreneurship is not for the faint of heart. It is not easy.”
She cautioned against getting caught up in the idealized portrayals of entrepreneurship often seen on social media. “I know there is a culture of Instagram YouTube where content is being created showing, ‘Hey, I made a million dollars this month or whatever the story they’re telling. Entrepreneurs can get lost in that but that’s not going to necessarily be your path. And in some cases, content creators might be inflating things a little bit because they’re trying to sell something, right? That’s just the nature of the game. And so you can really get lost in that.”
Grit is about overcoming obstacles and pushing through challenges. Lynn continued, “Grit is all about like, okay, I’m being told no, or I tried to ship items to the store, and my freight was destroyed and all of my products gone. Now, what do I do? That actually happened to us,” she continued. “The truck was going through a snowstorm, and a lot of the cans exploded and froze and were left outside. And so what do you do? It’s grit that will say, well, I can’t leave the customer without a product.
Lynn and Mario’s decision to divert inventory from direct-to-consumer sales to retail demonstrated their integrity and commitment to customer relationships. “I couldn’t let Sprouts down,” they said, “It was important to prioritize relationships over short-term profits.” Despite the loss, they remained committed to fulfilling their order with Sprouts, even at a financial cost. Although they could’ve made a more significant profit selling the rest of their inventory online, they committed to their promise.
Lynn also emphasized that integrity is crucial for long-term success in entrepreneurship. “You can always make more money, but building strong relationships is essential,” she concluded.
Can you share a high-risk decision you made that significantly impacted your business?
“Recently, we were approached by a major retailer that owns 2,000 stores in the Northeast,” the founder recalled. “It was a high-risk decision, but we ultimately decided to pass on the opportunity.”
Lynn explained that fundraising considerations influenced their decision. Many entrepreneurs in the CPG industry get excited when approached by major retailers. It’s like, ‘Oh, Wow, I’m going to be on the shelves at Target,’ she said. However, it’s important to understand the financial implications.
If you’re a new brand, no one knows about your product unless you’re one of those lucky ones and it takes off on TikTok or something, but most of us starting out, no one knows about us,” she continued. Some founders don’t realize that supporting a large retail presence requires significant marketing and promotion. Lynn said, “Without adequate marketing and in-store demos, you’re doing yourself a disservice by taking on a large retail placement.”
She emphasized the importance of playing the long game in the CPG industry. “It’s easy to get caught up in short-term opportunities,” they said. “When it comes to retail, because it’s a different animal, compared to selling directly online, you’re actually a lot worse off because of it.”
“We had to make the tough decision to decline the offer,” the founder concluded. “We’re focused on addressing our cash flow and fundraising needs before taking on a large retail partnership.”
How do you define success for yourself and your business?
Lynn explained that she measures overall success by considering both business metrics and personal well-being.
“From a traditional perspective, sales, especially going forward, since this is our first year, we’re naturally going to compare,” she shared. “However, from a personal perspective, I would say my well-being. That’s a big one to me in terms of success because if I’m not whole, if I’m not taking care of my mental health, it’s easy to burn out as a founder.
Lynn continued, “Checking in with myself and understanding where I’m at well-being wise is how I measure it as a whole.”
What excites you most about the future of Good Dirt?
“It’s the community we’re building and the positive feedback from our customers,” Lynn shared. “And hearing about the benefits they’ve experienced.” She expressed her excitement about expanding the Good Dirt® product line. “We’re already discussing new products with our team and to expand our collection,” she said. “We’re not going to stop at beverages.
Good Dirt® isn’t just about sodas. We really stand for sustainability, sustainable products, products that don’t have BS in them, there’s no frills. We’re excited about telling our story and bringing more awareness to the brand, the importance of mycology, and the use of fungi and mushrooms.”
Good Dirt’s® work continues the community-focused efforts that Lynn and Mario pursued years ago. Teaching others about these topics and raising awareness inspires them. They are excited about the future of Good Dirt® and their commitment to promoting sustainable living.
What do you envision for the future of Black and Brown women entrepreneurs and small business owners?
Lynn shared, “Just seeing us in more industries and more spaces. You’re starting to see it now, right? We’re a Black husband and wife team who created the first mushroom-powered soda like from where you and I are from; that’s not the typical path or the typical product. But you know, we’re not a monolith. Black and Brown folks, we are diverse at our core, not just because we’re Black and Brown, but in thought.
As Black and Brown entrepreneurs come from diverse backgrounds and possess diverse perspectives, we can expect to see them lead a growing number of products and services.
Lynn said, “You can’t go wrong when you bet on us. So I’m really just really excited for what’s to come.”
Looking ahead three years, what would you consider a successful outcome for your business?
Lynn envisions a future where Good Dirt® has expanded its product line to include new flavors and additional products. They are currently in discussions with retailers about expanding their distribution. She and Mario believe that the demand for Good Dirt® is strong and that they will be able to reach a significant number of retail locations, including major chains like Whole Foods and Target.
Consumers can expect to see a wider variety of Good Dirt® flavors within the next three years. The goal is to make the products easily accessible at local health food stores or major retailers.
Running a business can be demanding. How do you prioritize self-care and maintain work-life balance?
Lynn discussed the challenges of balancing work and personal life, especially as a married couple running a business together. She shared, “I just try to be intentional. And it’s a bit complicated because we’re also a husband-and-wife team, right? And so there’s the level of impact there for any founder who has created a company with their significant other.
“We’ve always tried to be intentional about the things we do,” she said. “For example, I have a policy of no meetings on Mondays.” Lynn and her husband prioritize intentionality in their daily routines. For example, the founder has a policy of no meetings on Mondays to allow for a gradual transition into the week. They also incorporate physical activity, mindful eating, and overall health and wellness into their daily lives.
She also acknowledged the challenges women face wearing multiple hats, such as being a CEO, a wife, and a mother. Lynn emphasized the importance of not feeling guilty about taking time for oneself, setting boundaries, and the need to prioritize self-care. She highlighted the importance of creating a supportive community of women to share experiences and offer support.
Finally, Lynn shared the importance of building community with other women. They believed sharing experiences and supporting each other could provide valuable insights and encouragement.
What is your favorite quote or mantra that guides you as an entrepreneur?
“God wouldn’t put more on you than you can bear.”
Are there any particular books or podcasts that have significantly influenced your entrepreneurial journey or life?
Podcast(s): NPR Podcast, How I Built This
What is a must-have tool or app that has streamlined your business operations?
Asana and Google Drive
What’s one food you have a hard time saying no to?
Central Market Cookies
What are the next steps for Good Dirt?
Good Dirt’s® current focus is on fundraising and securing retail partnerships. They are discussing a pilot launch in 50 stores with a major retailer and actively seeking support from individuals who can help advance the brand. Lynn and Mario are focused on fundraising and placement, their primary focus areas at this stage. They are actively engaging with retailers and potential investors to explore growth opportunities.
Any last words?
Lynn said,” If anyone’s on the fence about Black Girl Ventures and applying to the pitch competition, just do it, do it, do it, do it, do it, do it. It’s just such a great community to be a part of. Even after the pitch competition, they still provide resources. You’re not getting that from a lot of these other programs.”
Subscribe to the Digital Orange Juice for juicy ideas and the people who fund them. You can find out about our next pitch competitions. Also, be sure to join our new community BGV Connect!
Your program is very good Slice Master and useful.