Revolutionizing the Food Industry: How Simple Mills is Transforming Snacks and Baked Goods

Katlin Smith, the Founder and CEO of Simple Mills, a better-for-you baked goods company, has always been fascinated by the power of food to impact people's health and the planet. After leaving a successful consulting career, she embarked on a journey to "harness the power of food to benefit people and planetary health." Simple Mills has since become a trailblazer in the natural food industry, revolutionizing the way we think about snacks and baked goods.

Pioneering a New Era of Conscious Consumerism

The Entrepreneurial Mindset: Embracing Constant Learning

Katlin Smith's entrepreneurial journey has been marked by a relentless pursuit of knowledge. As she explains, "there's always a new problem to be had, always a new thing to learn" in the world of entrepreneurship. This mindset has been crucial in navigating the ever-evolving landscape of the food industry.In the early days of Simple Mills, Smith and her team had to be "a jack of all trades," tackling every aspect of the business with limited resources and expertise. This fast-paced, high-stress environment fostered a sense of adrenaline and adaptability, as the company had to move quickly and learn on the fly.As Simple Mills has grown, the challenges have shifted, but the need for continuous learning remains. Now, it's about staying ahead of the curve, maintaining authenticity, and scaling the business while staying true to its core values.

Transforming the Food Landscape: From Niche to Mainstream

When Smith first embarked on her entrepreneurial journey, the natural food movement was still relatively niche. However, over the past decade, she has witnessed a remarkable transformation in the industry."Ten years ago, you had conventional stores like Walmart, Kroger, Safeway. And you had natural food stores such as Whole Foods, Sprouts, and the independent natural food stores," Smith explains. "Today [the natural food] movement has [reached] broader America. You talk about Walmart bringing natural items into not just the natural set, but into the main line."This shift has been driven by a growing consumer demand for healthier, more sustainable food options. Smith and her team at Simple Mills have been at the forefront of this revolution, providing products that cater to the evolving preferences of the modern consumer.

Redefining Taste and Nutrition: The Simple Mills Approach

At the heart of Simple Mills' mission is the belief that people shouldn't have to compromise on taste or nutrition when it comes to their food choices. The company has set out to prove that it's possible to create delicious, better-for-you snacks and baked goods that nourish both the body and the planet."A big part of our vision is to make these products more accessible to broader audiences," Smith explains. "And a big part of that is taste. So delivering on those wonderful qualities of natural food, and at the same time not making people compromise on how great something's going to taste."Simple Mills' commitment to using only whole-food ingredients and avoiding artificial additives has earned the company a loyal following among health-conscious consumers. But the brand's success is also rooted in its ability to create products that are truly crave-worthy, blending nutritional benefits with irresistible flavors.

Investing in a Sustainable Future: Regenerative Agriculture and Farmer Empowerment

As Simple Mills has grown, the company has also taken on the responsibility of driving positive change in the food system. This includes a focus on regenerative agriculture, which aims to improve soil health, increase biodiversity, and reduce greenhouse gas emissions."It has been one of the most amazing things to watch over the past 10 years, seeing this industry transform," Smith says. "A big part of our vision is to make these products more accessible to broader audiences. And a big part of that is taste. So delivering on those wonderful qualities of natural food, and at the same time not making people compromise on how great something's going to taste."Through direct contracts with farmers and financial incentives for adopting regenerative practices, Simple Mills is working to empower farming communities and create a more sustainable food system. The company's commitment to these principles is not only good for the planet but also aligns with the values of its growing consumer base.

Overcoming Funding Challenges: The Importance of Building Connections

As a female founder, Smith faced additional hurdles when it came to securing funding for Simple Mills. She points to research showing the disproportionately low funding for female-led startups in the venture capital space."When we were raising our first round, I happened to be at the University of Chicago at Booth where they had this course on fundraising, and so I got exposed to all of these potential investors," Smith recalls. "My advice for other women founders is to think about how they're going to build that network, to talk to other women founders, getting exposed to potential investors, because you're going to need to meet with probably more than your male counterparts."Despite these challenges, Smith's perseverance and the strength of Simple Mills' vision paid off. In 2019, the company was valued at over $180 million, making it the most valuable female-led startup in Illinois. By 2023, Simple Mills reported an annual revenue of roughly $100 million, a testament to the brand's continued growth and success.