How an Amateur Farmer Built a Six-Figure Healthy Snack Brand

When it comes to building a successful plant-based snack brand, Joseph Chen is a shining example of innovation, perseverance, and community-driven growth. As the founder of Jöey Nordic Seed Crisps, Joseph transformed his love for Nordic crispbread into a unique, gluten-free product that has captivated health-conscious consumers across Canada

In this exclusive interview, Joseph shares his journey from corporate life at global companies like Mondelēz to launching his own business in the natural foods industry. He talks about how he bootstrapped his way to success, the key drivers behind his company’s rapid growth, and the exciting developments on the horizon for Jöey Nordic Seed Crisps. Entrepreneurs and food lovers alike will find inspiration in Joseph’s story of passion, risk-taking, and the power of community in building a brand.

How much revenue and profit does the business generate?

We’re proud to be a six-figure business, and we’re on track to more than double our revenue this year compared to last. It’s an exciting time for us as we continue to grow and expand.

Tell us about yourself and your business.

Hi! I’m Joseph Chen, the founder of Jöey Nordic Seed Crisps. As one of Canada’s top plant-based snacks, these crisps are crafted from 7 nutritious seeds including watermelon, pumpkin, and flax, making them a guilt-free and sustainable option for health-conscious consumers.

Prior to launching this snack startup, I spent the majority of my career working in consumer insights, foreseeing how consumers might be interested in global companies like Kraft, Hershey, and McDonald’s. I believe this helped me understand the importance of listening to what consumers really want. With Jöey, my goal is to not just satisfy cravings but to promote healthier, sustainable snacking choices that align with the values of our community and our planet.

How does your business make money?

We generate revenue three ways. The majority of our business is through our retail partners like Whole Foods, Summerhill Market, Sobeys and Nature’s Emporium. We also supply our products to food service establishments, such as high-end restaurants like Drake and Gather at The Wander Resort. Our website serves as a platform for our loyal customers, many of whom purchase large quantities directly from us. This multi-channel approach allows us to reach a diverse audience and drive growth across various segments.

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What was your inspiration for starting the business?

Back in 2019, I was working for Mondelēz, one of the world’s largest snack companies, and I took a trip to Stockholm, Sweden where I fell in love with crispbread. I wanted to create a gluten-free version of this delicious Nordic snack upon returning to Canada. I noticed a gap in the Prince Edward County market for tasty gluten-free crackers, and that’s when the idea for Jöey was born. 

How and when did you launch the business?

After my trip to Sweden, I immersed myself in experimenting with various seed combinations and techniques, and it was quite a journey of trial and error to discover the perfect recipe. It wasn’t until the fall of 2021 that I made the bold decision to leave my position at Mondelēz and launch my own market research consulting business. With the newfound freedom I had, I seized the opportunity to transform my homemade seed crisps into a commercial product.

Jöey Nordic Seed Crisps made its debut in the summer of 2022 at a farmers market in Prince Edward County. We’ve built such a cult following through the years and now I’m proud to say we’re in over 150 stores across Canada.

Tell us about your team.

Our team currently consists of a Market Associate through the co-op program at Wilfrid Laurier University and a part-time Chief Operating Officer who oversees all logistics and supply chain management. Despite being a small team, we work efficiently to keep everything running smoothly as we continue to grow.

How are you funded? 

 Jöey Nordic Seed Crisps is a bootstrapped and self-funded business. I invested $15K of my own personal savings to build this business and there are no outside investors today.

How did you acquire your first customers?

Because I live part-time in Prince Edward County, a two-and-a-half drive from Toronto, I first began selling my crisps at the local farmers market. This was an important step because it allowed me to connect directly with my community. Building relationships in my own neighborhood helped establish a loyal customer base.

Getting that solid word of mouth and positive reviews from local customers was huge for me. It ended up being easier for me to reach out to major retailers like Whole Foods, Summerhill Market, Nature’s Emporium, Healthy Planet, and Pusateri’s, allowing me to get my products into other parts of the country. It was all about building that community first and then using that momentum to expand.

Tell us about your primary driver(s) for growth. What worked for you in the beginning? What’s working now?

In the beginning, our primary driver for growth was the local farmers’ market in Prince Edward County. This was instrumental in building our business because it allowed us to get direct feedback from consumers. In-person interactions with these customers helped us refine our product and adjust our messaging. This hands-on approach not only helped us improve but also built strong relationships within the community, which fueled our early success.

Today, in-store demos remain a key part of our growth strategy. Getting our products into the hands of consumers through sampling has proven to be the most effective way to introduce them to the unique qualities of Jöey Nordic Seed Crisps.

For premium food products like ours, tasting is essential for justifying the higher price point. It’s been critical in driving awareness and converting first-time buyers into loyal customers.

What marketing strategies have been most effective for you so far?

As previously mentioned: demos, demos, demos!

Beyond that, we leverage social media and collaborations with influencers to reach a broader audience and create buzz around our products. It allows us to share our story and the health benefits of Jöey Nordic Seed Crisps, further connecting with consumers who may not encounter our products in-store.

By combining the tactile experience of tasting with the digital reach of online platforms, we’ve been able to sustain and scale our growth, ensuring that more people are introduced to the unique, nutritious qualities of our crisps.

Trade shows and consumer events also play a key role in our marketing strategy. These events allow us to connect directly with a targeted audience, raising awareness of our brand. At trade shows we can showcase our products to industry professionals and retail buyers, while at consumer events we can reach health-conscious individuals who are likely to appreciate the premium quality and nutritional benefits of our crisps. These interactions are invaluable for building brand recognition and expanding our customer base.

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Can you tell us about any upcoming developments we can look forward to?

We have some exciting developments on the horizon! There is a retail chain in Southern California that’s showing great interest in carrying our product, which opens up amazing opportunities for us in the U.S. market.

On top of that, I’m looking forward to launching some limited-edition flavors at the end of the year. These new flavors will be a fun way to engage with our customers and keep our offerings fresh and exciting.

What’s the biggest risk you’ve taken as a founder/entrepreneur?

One of the biggest risks I’ve taken as a founder was investing my personal savings to launch Jöey Nordic Seed Crisps without any certainty of where the business would go. I think many small business owners can relate to the fact that the leap into entrepreneurship is a huge risk in itself because you’re committing both financially and emotionally to something unknown. For me, the challenge wasn’t just in creating a product I believed in but in navigating the unpredictable journey of growing a business, particularly in a competitive and evolving market like food.

What are some of your favorite books, blogs, podcasts, or YouTube channels?

I listen to a lot of podcasts, and one of my favorites is How I Built This with Guy Raz. I’ve listened to some of his episodes more than once, especially the episodes about Tate’s Bake Shop and Tatcha.

I also enjoy The Startup CPG Podcast, where I learn from other business owners and retailers. Two more podcasts I love are More Than a Cookie and Behind the Barcode. Both are hosted by startup founders, so I can relate to their experiences and absorb their tips on navigating the entrepreneurial journey.

How do you handle work-life balance?

I’ve come to realize that the concept of work-life balance is a bit of a myth for me. My mind is often focused on my business, but it doesn’t feel like traditional work because I’m truly passionate about what I’m doing. Every day is filled with activities I love, and rather than feeling burdened by responsibilities, I find joy and fulfillment in pursuing my passions. 

What are some trends in your industry that you’re excited about?

I’m excited to see a continued consumer focus on wellness and better-for-you products. The natural food industry is thriving as more people seek out less processed, more nutritious, and great-tasting options.

High protein is another ongoing trend we see on Instagram and TikTok that aligns perfectly with our mission at Jöey Nordic Seed Crisps. We’re committed to catering to health-conscious consumers who want their snacks to be both delicious and packed with protein. This growing demand for wholesome, protein-rich snacks is an exciting opportunity for us to make a positive impact in the market.

Can you share a surprising fact about your startup journey that most people don’t know?

One surprising fact about our startup journey is how deeply involved my family has been from the very beginning. In the early days, we used brown paper bags adorned with simple stickers, and my mom would personally apply each sticker to every bag.

In the beginning, my dad would also join us in the commercial kitchen, helping us bake for retail orders. This family involvement not only reinforced our commitment to quality but also created a strong foundation of support and collaboration. It was a scrappy yet meaningful approach that reflected our resourcefulness!

What is the most rewarding aspect of being a founder/entrepreneur?

The most rewarding thing is seeing how much consumers love our products and hearing their feedback on social media. It’s just so gratifying to see our community engage with us on Instagram and I’ve even formed meaningful friendships with these followers. I look back on all the amazing people I’ve met as an entrepreneur and I feel nothing but gratitude.

Working alongside various partners has also been an incredible source of knowledge and insights. These collaborations deepen my understanding of the industry and ignite my passion to continually push the boundaries of what we can achieve.

What advice would you give to other aspiring entrepreneurs?

If you have an idea that you’re passionate about, don’t wait for it to be perfect—just get it out there! The reality is that your initial concept will likely evolve as you learn from your experiences and gather feedback. Embrace the imperfections and view them as opportunities for growth.

Remember, there’s no such thing as the “perfect” time to start a business. Surround yourself with supportive people, seek out mentors, and just be open to collaboration. Enjoy the journey!