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.

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.”

Links:

Jason Burke - https://www.jasonburke.co/

Jason Burke on LinkedIn - https://www.linkedin.com/in/burkejason/

Jason Burke on Instagram - https://www.instagram.com/jasonmichaelburke/

Jason Burke on TikTok - https://www.tiktok.com/@jasonmichaelburke

New Primal - https://newprimal.com/

New Primal on LinkedIn - https://www.linkedin.com/company/new-primal/

New Primal on Facebook - https://www.facebook.com/thenewprimal/

New Primal on Instagram - https://www.instagram.com/thenewprimal/

New Primal on Pinterest - https://www.pinterest.com/thenewprimal/

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Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

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Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

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

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