Bring Your Whole Self with Jason Burke of New Primal
In this conversation, Jason Burke, founder of New Primal, shares his journey of building a purpose-driven business from the ground up. He shares how growing up poor influenced his mindset, the importance of resilience, how he overcame his challenges with fundraising, and that authenticity wins in entrepreneurship. He also reflects on the evolution of his brand and the importance catering to an underserved consumer segment — in his case, women and children. The discussion concludes with insights on personal growth and his vision for a better world through access to wholesome food.
Takeaways:
Jason Burke founded New Primal to change the course of his family tree.
Resilience and grit are essential in entrepreneurship.
Purpose-driven businesses are more likely to succeed in tough times.
Many entrepreneurs quit due to financial constraints.
The evolution of a brand is crucial for survival in a competitive market.
Fundraising in the CPG industry has become increasingly challenging.
Authenticity is key to building a successful brand.
Building for the long term is more beneficial than seeking quick exits.
Women and children are often overlooked in the protein snack market.
Pivoting can prevent the need to quit.
Chapters
03:00 - Introduction to Jason Burke and New Primal
04:48 - The Grit of Entrepreneurship
13:45 - Common Reasons Entrepreneurs Give Up
21:57 - Evolution of New Primal
33:07 - Targeting Women and Kids in the Protein Market
39:11 - Finding Opportunities in Saturated Markets
42:57 - Overcoming Self-Doubt in Entrepreneurship
51:03 - The Journey to Authenticity
53:43 - The Evolution of the Podcast
60:47 - Giving Back Through Mentorship
01:07:27 - Building for the Long Game
Sound Bites
“When you start from nothing there's really not a lot to lose.”
"I made a commitment to myself many years ago, even before I started New Primal, that I was gonna change the course of my family tree forever."
"I've never once thought, God, this is too hard. I'm going to quit."
"You have to have something you're aiming for."
“The last couple of years, the wells of CPG fundraising ran dry.”
“Confidence and conviction are the are two key pillars of fundraising.”
“The people who show up authentically in the world are the most successful people I know.”
“Sometimes those pivots help you find your new focus.”
