As the co-founder and CEO of Truly Nuts, I’ve learned that inspiration plays a critical role in turning an idea into a successful company.
When my business partner, Greg Vickers, and I launched Truly Nuts, we didn’t just want to create another snack brand. We wanted to build a company that not only delivered high-quality, delicious nuts but also contributed positively to the environment and the people who help produce them. Inspiration has been at the core of that journey.
From Passion to Progress
For as long as I can remember, progress has driven me. From my early days learning to play the guitar and dreaming of being in a band to running my own DJ business and working in recruitment, I’ve always been motivated to push forward and grow. That same passion for progress led me to co-found Truly Nuts.
What inspired me the most was the opportunity to create a business that goes beyond profit. At Truly Nuts, we operate in the Amazon rainforest, and I’m passionate about improving the lives of the people who harvest the nuts while ensuring we protect and support the rainforest itself. For me, it’s not just about building a company; it’s about making a difference.
Overcoming Challenges through Innovation
Of course, like any entrepreneur, I’ve faced my fair share of challenges. One of the biggest hurdles has been securing capital to grow the business. In Latin America, where most of our production takes place, financial resources are far more limited than they are in Europe or the UK. But instead of letting that stop us, we found innovative ways to raise the funds we needed, including profit-participating notes (PPNs) and equity deals with early investors.
It’s true that running a business is all about solving problems. Every obstacle we’ve faced—whether it’s financial, logistical, or operational—has only made us stronger. In fact, some of the most significant moments of growth for Truly Nuts have come from overcoming setbacks. For example, when we struggled with slow deliveries and other challenges while outsourcing production, we decided to build our own facility in the Amazon. That turned out to be a pivotal decision for our company, allowing us to reduce costs and improve efficiency.
Staying Focused on the Vision
One of the things that has kept me going during tough times is the ability to stay focused on the bigger picture. I always have long-term goals for the business and for my personal life, and I make sure to stay focused on those no matter what challenges come our way. I constantly visualize what success looks like—whether it’s getting our products into major supermarkets or expanding our production facilities. That vision keeps me motivated, even during the hardest moments.
Another thing that helps me stay on track is taking the time to look back at how far we’ve come. On day one of a startup, you have nothing but an idea. But by day 365, even if you’ve faced countless obstacles, you’ll also have made real progress. It’s important to celebrate those milestones along the way.
Sustainability as a Core Value
One of the things I’m most proud of with Truly Nuts is our commitment to sustainability. From the start, I knew I wanted to create a company that would have a positive impact on the environment. For us, that means making sure our production practices not only minimize harm to the Amazon rainforest but actually help protect and develop it. We’re also committed to supporting the communities that harvest the nuts, ensuring that they benefit from the growth of our business.
Sustainability isn’t just a business decision for me; it’s personal. I believe that as entrepreneurs, we have a responsibility to make sure our companies do good in the world.
The Takeaway: Inspiration Drives Success
At the end of the day, what I’ve learned on this journey is that inspiration is everything. Whether it’s coming up with creative solutions to challenges, staying motivated through tough times, or building a business that prioritizes sustainability, having a clear sense of purpose is key. Truly Nuts wouldn’t be where it is today without the inspiration and passion that have driven me from the very beginning. For anyone starting a business, I’d say this: stay inspired, stay focused, and don’t be afraid to turn challenges into opportunities.
