We can hardly believe we are nearing the end of the journey for the inaugural class of the Chobani Food Incubator! Earlier this month we went out with a bang at Natural Products Expo West — the leading industry trade show with over 77,000 attendees at the Anaheim Convention Center.
We all love founding lore: the origin stories, the cramped garages, the chance meetings. Great companies often start as an inkling or idea that a passionate founder gives legs, and Chobani’s founding story certainly has its place in the canon.
I hate to admit it but Jar Goods’ genesis emerged from a cynical sentiment: frustration. Specifically, I was frustrated with the center of the grocery store. Originally intended to offer shortcuts to the home cook, I found the selection in these inner aisles stale and dreary.