304 Lisa Curtis: Founder & CEO of Kuli Kuli

New Category

Introducing Moringa as a new superfood category in the U.S. market was a challenging yet rewarding endeavor for Lisa Curtis. She highlights the extensive consumer education required, with her team conducting 400 demos annually at Whole Foods to raise awareness 1. Lisa emphasizes the importance of starting small and iterating, recalling their early days at farmers markets as crucial for refining their products 1.

There's a lot of value in starting small, testing, learning, and refining.

--- Lisa Curtis

Their first major breakthrough came when Whole Foods embraced Moringa, thanks to a serendipitous meeting with a buyer who had just learned about the superfood 2.

   

Market Strategy

Kuli Kuli's product strategy revolves around adapting to consumer preferences and market demands. Lisa Curtis notes the shift towards convenient superfood consumption, leading to the development of gummies and snacks 3. The company's mission extends beyond consumer satisfaction, aiming to support small farmers by providing market access and financial assistance 3.

We pay them far more than they can sell locally for that same product.

--- Lisa Curtis

Sampling played a pivotal role in their strategy, with Lisa recounting the early days of passing out samples at Whole Foods to build a sales story and consumer base 4.