00:00 Open
01:46 Welcome and intros
04:06 Who is Maxine? The origin story
08:07 Robert's path into CPG
10:23 The farmers market years
12:31 Deciding to go all in
13:49 Surviving 2020 and 2021
22:26 The original soft-baked lineup
23:30 The cream sandwich breakthrough
24:17 Why he didn't quit
25:11 The Whole Foods yes and the manufacturing problem
28:24 Enter Johnny and the Decatur facility
30:58 Why this product is so hard to make
33:08 Scaling the facility to profitability
35:08 When demand outruns supply
35:43 The vertical integration moat
40:00 Two pillars: homemade style, sweetened by nature
44:18 Why there's no protein play
46:35 Building a legacy brand