Ideas start. Execution scales. Behind every great product is a founder who knows the process end to end.
When you’ve spent your career developing 400+ pet food products, peanut butter doesn’t sound difficult… until you make it for humans.
Bryant Williams started Hardcore Peanut Butter in his kitchen, mixing peanuts with dehydrated blueberry powder, coconut oil, and agave. “You’ve got your normal staples, the natural and organic,” he says. “But nobody identified themselves as the go-to health and wellness nut butter. I was like, why has nobody captured this market yet?”
Hardcore Peanut Butter filled that gap: a protein-packed, superfood-enriched spread to fuel your day.
Small runs are a smart move. Instead of chasing capacity, Bryant chased fit. “Each co-packer has a different level of scale. Find the co-packer that can produce your product at the right size for you.” Align on MOQs, cost of goods, and timelines before you commit.
You can’t wear every hat. Even with years of product experience, Bryant hit a ceiling in sales and marketing. Partnering with CPG veterans helped refine his retail and brand strategy. The sooner you hand off what slows you down, the faster everything else grows.
Stay thisclose to your product. Bryant knows how every variable, from blend ratio to temperature to moisture levels, affects his final product. Visiting your co-packer and seeing your process in person isn’t optional; it’s how you control your quality and cost.
Show, don’t sell. Bryant doesn’t just sell peanut butter, he sells possibilities. “Imagine putting Hardcore Peanut Butter with a scoop of ice cream, drizzle it on a cake, dip a cookie in there,” he says. “You have to help them imagine how they’re going to use the product.”
Profit starts on paper. “Mapping things out financially has been huge for me,” says Bryant. “Did I get that return on investment? Did it exceed or underperform? You’ll never really understand your results or how to improve if you don’t plan.”
Market insight → Everyone’s selling “better-for-you.” Nobody’s asking better for what? Taste matters, but so does time, energy, and cognitive load. Know what you’re delivering and double down.
What’s in-store for hard core
We couldn’t let Bryant go without talking manufacturing. He’s managed production runs, written specs, dealt with co-packers… and has thoughts.
“Always have your end in mind. If your product is a pain to make at a small scale, it will only be amplified in large-scale production.”