What if a donut could change how you feel, think, and show up each day? Kristoffer from Good Journey Foods joins us to explore a path that threads through a rocket-ship startup, a painful collapse, and a return built on purpose, taste, and smarter financing. We dig into how a brand name became a compass, why “healthy and delicious” must coexist, and how the right capital is more than money—it’s operational leverage, access, and a sounding board.

Kristoffer opens up about scaling too fast, co-manufacturing quality slips, and the moment inventory swallowed cash. He shares the personal fallout of bankruptcy and the mindset shift that followed: build safety nets, measure what matters, and cut losing bets faster. We talk practical tools for founders—working capital planning, terms with co-mans, dashboards that link spend to signals—and the discipline to be cautiously optimistic rather than blindly aggressive.

The conversation turns deeply human when we connect food to mental health. Keto’s clinical roots in epilepsy offer a clue: for some, ketones can be a cleaner brain fuel. Kristoffer describes how cutting sugar and refined carbs lowered his anxiety and sharpened his focus, and why that insight guides Good Journey’s product choices. We unpack the social reality of change—holidays, family expectations, stigma—and the power of leading with love, patience, and example rather than pressure.

If you’re building in CPG, we break down the investor spectrum and make the case for strategic partners who bring channel access, operations expertise, and cost engineering. If you’re a consumer, you’ll hear a compelling case for joy-first healthy food that helps you feel better without giving up flavor. Subscribe, share this with a founder who needs a lift, and leave a review with the one lesson you’ll act on this week.

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