SCALING

I turned $12,415 into $1.65 million. Then I thought I could scale it into a hedge fund. I was wrong. Some edges only work at small size.

We started by swapping money between our personal bank accounts. The whole company is just that idea, automated and scaled.

At Annie's we proved that organic could go mainstream. At Once Upon a Farm we're proving that fresh can go mainstream. Same playbook, higher degree of difficulty.

We were adding 64,000 rooms a month at our peak. People said it was too fast. They were right. Speed without quality control is just chaos with a growth chart.