71: Katlin Smith of Simple Mills On Staying Sane Through 15-Hour Workdays, Eating For Your Body, And Building A Brand That Lasts

Founding

Katlin Smith's journey to founding Simple Mills began with a simple yet impactful idea. She initially wanted to name her company Simple Foods, but due to budget constraints, she opted for Simple Mills, a name that cost just $12.95. Katlin's motivation stemmed from a desire to change what people eat and improve their lives through better food choices 1. She brainstormed various ways to make an impact, ultimately deciding to start a natural food company at the age of 24 2.

   

Development

Product development at Simple Mills is driven by a commitment to clean ingredients and innovation. Katlin Smith emphasizes that they avoid using natural flavors, gums, emulsifiers, and grains in their products. This strict adherence to their product tenets guides their innovation process and category selection 3. She admires brands like Annie's and GT's for their pioneering efforts in cleaning up processed food categories and introducing unique products like coconut yogurt 4.

   

Growth

Scaling Simple Mills came with its own set of challenges, including managing rapid growth and maintaining product quality. Katlin Smith recalls her early days of fitting three product demos per day on weekends and baking muffins herself for these demos 5. She highlights the importance of being open and honest, checking egos at the door, and constantly adapting to the fast-paced changes in the business 6.