We must bring

>> I'm I'm eating a pretzel.

>> snacking. You got the pretzels ready.

>> Yeah, the horchata chip is crazy to me.

>> I know. I know it's good. I mean, I can

only imagine cuz I haven't had it.

>> It's so good.

>> I've been very much enjoying the

s'mores. My entire family is a fan of

the s'mores flavor and more. We must

bring the one and only Noah Fisher,

co-founder. Oh gosh, Jack. Jack, come

on. Jack.

Our live studio audience wasn't quite

ready.

>> I was a little early.

>> Producer Jack.

>> A little early?

>> A little little a little early. We must

bring the one and only Noah Fisher,

co-founder and CEO of Backyard Peanut

Butter inside of this show. A co-founder

alongside the one and only Helen Mou,

who we met at Shopify. Introduced to

there, she is building out the retail

experience forever and ever, amen, over

at Shopify. We must bring the one and

only Noah inside of the show. Everybody

welcome the one and only Noah Fisher.

>> Co-founder and CEO of Backyard

Get in here, Noah.

Get inside this show.

>> How's it going, guys?

>> Dude.

>> I mean, even better now. It's even

better now, Noah.

>> No more boring Fridays.

>> No more boring Fridays.

>> We're We're going to do this now. We're

going to make this close out on a

Friday. Have some fun here. Really

excited to be with you guys.

>> Man, hey, welcome to the show, Noah.

We're so excited for you.

>> I'm excited to be here. You know, you

just mentioned it, but I I was getting

some flack in the family because I'm the

second member of the family to join the

show. So, I don't get to claim that I

was I was the first.

>> Damn.

>> But that's all right.

That's all right.

>> You know, we just we got you as soon as

we could, Noah.

>> Yeah. I know. You know, I can't win them

all. So, I'm I'm grateful for the

opportunity even if even if I follow in

my wonderful wife's footsteps here.

>> Brother, you've got to tell us You've

got to tell us about the origin story of

maximalist peanut butter. This is such

an interesting concept for me and I

think you I think you guys are doing

something unique in in the marketplace.

Tell me about this.

>> Yeah, yeah. So, we were sitting in our

backyard, which is where the name came

from, eating peanut butter and jelly.

And we said, "Man, peanut butter is

really boring. To change your sandwich,

you're always changing the other thing

that's with it. The jam, the fluff, the

Nutella." It's like, "What if you just

could change the peanut butter?" And we

started riffing, me and Helen, and it

was like

give or take 50% of what you see today,

we created in that sort of initial riff

session sitting in our backyard. Um

which was super cool, right? To be able

to start this together. I get to do it

full-time.

She still has her Shopify gig, as you

guys know.

Um but, super cool. And the concept of

maximalism started and is really biggest

in interior design, of which neither of

us have a background in. But,

it's to to to state the obvious, it's

the opposite of minimalism. And we saw a

world where everything was shifting

super minimalist. And we were like,

"What if we go the other direction? And

what if we try this concept of

maximalism?" So, like, more is more, but

there's an intentionality behind

everything. So, we're not just dumping a

whole bunch of stuff into our peanut

butter, but there's a lot of thought and

reasons and the and complexity in the

ingredients. But, really just trying to

bring some more fun and excitement to a

category that, you know, is beloved

everywhere. I mean, it's why our tagline

is "No More Boring Peanut Butter." And

why we adapted it, as I said today, to

have no more boring Friday afternoons.

>> Let's go.

>> No, I I got to know. I got to know. This

is going to be This is going to be a

rough question, and we can work through

it.

What's your favorite flavor? Because

right now, this horchata chip crisp is

This is I've been al- almost done this

one. I have crushed this one in like

>> Yeah.

>> in like a a half a day time period. It

is addicting. I know you got to be

>> The s'mores. That's that's chocolate.

>> You got to have the chocolate.

>> I've been crushing that, too.

>> This is my favorite favorite part

because you guys asked me that question,

and then you all started naming yours

before I had a chance, right? And it's

just like, what we're trying to build

here is this excitement around peanut

butter.

And people are like, this is my

favorite. But wait, actually, I love

this one when I'm doing that. And that's

really what we're trying to do. So,

Khan, I will answer your question. I'm

not trying to to avoid it.

I will say I love them all. I eat them

all every day. I actually brought I'm

going to go on this journey with you

guys. I brought them here. So, I'm going

to do it as well. I got my spoon. But

if it's a you know, it's to give a

little bit of a hint, right? Like, can I

can I stand up here? This one here.

That one right there.

>> Is that Is that buffalo?

>> You like the buffalo?

>> Let's go.

>> OH.

>> LET'S GO. BUFFALO.

>> SO, buffalo buffalo was a labor of love

creating that recipe. I've been a a

vegetarian now going on 20 years. The

hardest thing for me to give up were

buffalo wings. Yeah. And so, I'll do

buffalo flavored anything, literally

anything. And when we started this, I

was like, I'm going to figure out how to

do it with peanut butter. And

it took some time, but we got there. And

it's got one of the more I would say

unique lines up of use cases. And that's

one of the vectors in which we're trying

to build this maximalist. One is colors,

one is flavors, and and the last one is

use cases. So, buffalo is a blast. You

can use it on peanut noodles, chicken

sandwiches, burgers, cheese, grilled

cheese. So, it's like

it helps among some of the other ones,

but like it helps people understand what

we're trying to do and that we're

different than what they either see in

the market today or may have experienced

in the past.

>> Okay, Noah, talk to me about this like

vegetarian angle here because I think

this is really smart and and like serves

this sector of which now you have lived

for 20-ish years.

>> Yeah.

>> Um you know, and when I first saw

buffalo and when I first started

thinking about like the different um

types of food that you could include it

in. You know, usually in the American

mind, like peanut butter is associated

with sweet and sweet alone. It's like

peanut butter and chocolate, peanut

butter and jelly, peanut butter and

insert, you know, marshmallow. It's like

some kind of sweet type thing. But the

the capabilities that you brought here

with dill pickle, um with the buffalo,

with the everything bagel, you know, it

like it like brings it into a whole

another ballpark.

Like talk to me about this.

>> Yeah, so you nailed it on the head. Like

we started creating flavors and I was

thinking like, what do people already

put with peanut butter? And let me see

if I can get it all in the one jar and

sort of eliminate some of those steps.

As you said, Chris, like a lot of that

is chocolate. And as we started testing

this with consumers and we're happy to

chat about that if we have time, but

like we took a very uh it's embarrassing

to say this, but like we took a very

tech approach to this and we were like

MVPs. Like let's get this out in the

market. We had the same label on every

flavor because we're like, we don't know

which ones are going to be winners, so I

don't want to invest in labels.

>> Here we go.

>> And so we went to to market initially

with a lot of chocolate flavors. And I

learned pretty quickly people come to

the table with the preconceived

understanding of peanut butter and

chocolate, whether it's a Reese's peanut

butter cup or ice cream, whatever it may

be.

And if it doesn't taste just like that,

they're like, yeah, I don't really know

about this. So we actually paired back a

lot of our chocolate flavors and then

we've had a lot of success. I mean,

s'mores is still our number one seller,

super approachable, people get it. But

the savory ones that you just mentioned,

right? So, the dill pickle, the buffalo,

the everything bagel, like they have

really started to grow for us, and we're

getting a lot of consumer excitement

around those. And again, it helps

really demonstrate that what we're doing

is different than what's out there. Um a

ton of consumer education's required. I

mean, I've got a CPG background, talked

to consumers for my entire career. I

still was not prepared for the amount of

education that's required with what

we're trying to do with Backyard and how

to use it. But it's also one of my sort

of parts that I love the most about what

I get to do on a day-to-day basis.

>> I find that interesting.

Noah, what is the hardest part about

getting someone to switch over after

they have they know that same peanut

butter jar for 20 years? It's either a

creamy or a crunchy peanut butter. What

is that hardest part to get them to pull

over and try something else?

>> Yeah, the the funniest thing is like

when we go to consumer events, and we

were at a hot sauce festival last

weekend, which was

>> Let's go.

>> was our third year there, one of our

favorite events. It's like our best

single day event we ever do.

Um

And we talked to people there, but like

any event, it's that person who's

sitting there is like, "Nah, I'm good. I

like my plain peanut butter." I'm like,

"Just try it. Just try one. You pick

one." We developed a little spinning

wheel if they were hesitant to pick

their flavor. I was like, "Just spin the

wheel, and you can try

a hot sauce."

Cuz you get a lot of folks that are

like, "Nah, I'm good. I like my plain

peanut butter." You're like, "Just try

it. Just try it."

>> it.

>> Um and then they're like, "Oh my

goodness, this is awesome." And that's

where we love like getting these live

reactions from folks.

Um and it's just it's a great like that

does the selling for me.

>> And really what we're doing, like we've

got a good number of our flavors that

work in the traditional PB&J is a common

the horchata crisp goes great.

>> Oh.

>> If you can save half the time to stick

it in a in a

two pieces of bread versus just going

out with a spoon.

The Mexican hot chocolate goes really

well with raspberry jam just to balance

the heat in a sandwich.

But really what

I've identified and what I'm trying to

push and and educate as like it's

incremental, right? Like you can buy

three of our flavors cuz there's three

different use cases and you can also buy

your standard plain peanut butter that

you have at home. This is going to serve

sort of that purpose but a lot more. So

it's giving you that variety in a way

that we believe smooth and chunky isn't

giving the variety that folks may or may

not have realized they need in their

peanut butter world.

>> Talk talk to me

talk to me now about going from the

Clorox company and giant CPG, okay? It's

like Hidden Valley Ranch and you know,

Kingsford and you know, it's like talk

to me about going from like giant CPG to

being like nitty-gritty scrappy CPG

founder. Like what what is that like

process experience been like for you?

>> Yeah, mind-blowing in in in a quick

answer. But I'll say yeah, I spent

almost eight years marketing and selling

primarily trash bags and under the Glad

brand and we under the sort of the

Clorox umbrella,

super functional products that nobody

likes to think about but one of those

things that was a great training ground

for me to learn how to market, right? If

you can get somebody's attention around

those two products that they don't want

to think about unless they're having

some sort of

disaster in the case of bleach or like

nobody likes to think about trash. But I

can talk about days for trash bags back

in the day uh is a great party trick, by

the way.

Um

But yeah, super big company, like great

learning ground for me, but at the end

of the day, I was like, I'm just I'm

hungry, pun intended, for that ability

to own the end

own the end to end, really get in there,

work on a physical product that I can

get my hands on was really important for

me. Um and so we started this out of our

kitchen, which is actually directly

above where I'm sitting right now.

>> Let's go, baby.

>> Um and that's where the business

started, and for me it was like, all

right,

this is it, right? I had a big team by

the time I left CorDx. There was things

that I didn't like to do. I was like,

yeah, you know, I got somebody else on

my team to do it. Now it's like, oh,

that thing didn't get done? I'd have to

turn and look at myself. So, it was a

great transition. It's one of those

things where

I can never go back to a corporate world

at this point. Like, I have fully sort

of drink drank the

the entrepreneurial Kool-Aid, and uh

whether this belly's up in a year or

two, like, I'm I'll find the next thing,

and because it's just so energizing, the

ups and the downs, for sure,

um but it's something that I love, and

something that I never thought I'd do. I

mean, I started this full-time when I

was

37 or 38 years old, so it's like

I had to go through all the different

stops in my career in order to feel

confident that

I could do this without falling flat on

my face on day one.

>> Wow.

>> it, man.

>> I mean, No, do you you know, obviously

know about like the protein maxing trend

right now, the protein Like, are you

guys leaning into that? Because

inherently peanut butter has a ton of

protein in it. You guys are loaded up.

Are you trying to lean into that at all?

>> Yeah, it's something we haven't gone

full in yet, but it's it's certainly

what um to your point is like, it's sort

of the low-hanging fruit for us at the

moment. Um and that is really big, that

is really important. Um, we actually the

facility that we manufacture out of I

call it a micro facility that I

manufacture out of shares a building

with like a a muscle gym.

>> To to be kind.

>> And so it's like I get those folks

coming in and I I love chatting with

them cuz they're one super particular

about what they're consuming

>> Oh, I bet.

>> and two super thoughtful about all the

nutrition facts and the ingredients

>> 100%.

>> sort of how to maximize um, in this case

the protein intake. So, yeah, it's a

space we really want to lean into harder

um, and one that we think we got a lot

of runway with.

>> It it it uh, the product itself too it's

like there's no there's no hydrogenated

oils and such. Is that the case? No.

>> Yeah, so well so everything starts with

a natural peanut butter base. So, it's

peanuts and salt and then depending on

the flavor we layer in different

seasonings and mix-ins. And so some of

those mix-ins are going to come in with

ingredients that some folks um, are

choosing not to to consume in that

moment um,

or with that specific diet and so across

the lineup we've got things that are

going to meet the needs of of just about

everybody short of a peanut allergy

obviously um, but we're trying to have

at least one or two that can meet um,

what anybody's looking for while at the

same time

trying to minimize complexity from our

operational standpoint and not

proliferate our flavor lineup um, but

being really thoughtful about what that

looks like.

>> And let me also just say

it's it's like

powerful to me that you and Helen are

like a power couple, you know, she's

like she's like at Shopify and then like

we're talking with her and it just kind

of like

falls out of their mouth like oh by the

way, it's like oh yeah, and I'm a

merchant as well. I was like what?

Like

you know, LIKE WHAT ARE YOU A MERCHANT

OF? And then to find out you guys are

doing this together I think is uh, is

really so cool. I I

>> Yeah.

>> I I'm I'm like I'm ready to taste Noah,

but go ahead. What what were you going

to say?

>> I was just going to say we we love doing

it together. I mean we started it on the

side cuz it was a mix of our

professional backgrounds. So like before

I left Clorox we had started this. We

were going to like random farm events

and farmers markets just to again do

this like MVP testing.

But it's it's great, right? Like we

build everything off of Shopify. We

leverage just about anything Shopify has

on its platform which is phenomenal. We

like roll into events like this hot

sauce festival. As you guys know like

Helen works on the retail team.

>> Right.

>> We show up with all these point of sale

devices and it's like

our vendor neighbors are looking at us

like what are you guys doing? We're like

well we got to test these you know five

different functions this weekend.

And so Helen's able to tap into it a lot

at work.

And I don't want to speak for her, but

like there's an element at Shopify. You

guys know it well, right? There's a

different level of credibility when you

are a merchant and you are using it

yourself.

Actually transacting with consumers.

And we get to do that. And then I also

have a direct line when something's not

working. I'm like hey, you know I get

prioritized. I know my you know GMV is

not at a level where I get direct help,

but I would like that direct help. So

it's it's a partnership that works both

ways.

>> I love that.

>> That's incredible.

>> I I've got

I've got buffalo here. Your favorite

Noah. I find it

fascinating that it's got this like bite

of spice in here. It really it really

does. Talk to me about about buffalo.

What you pair this with? You know, your

thoughts on this.

>> Sure. Now I'm eating this so I got to

talk with peanut butter in my mouth.

Yeah, it's got crunch in there too.

>> I shouldn't want you guys to do the

journey without me.

>> It's lovely.

>> Yeah, so the buffalo as I mentioned

earlier like great with cheese.

So we have people that put it on

charcuterie boards. So any sort of cured

meat as well, cheese,

celery, carrots, um but you guys

familiar with the ants on a log snack

back in the day?

>> Yeah. Yes.

>> So we do it with celery, buffalo peanut

butter, and blue cheese crumbles.

>> Great.

>> That sounds awesome.

>> can bring it to any bring it to any

holiday party you're going to in the

winter and you guys will be you know,

the only one showing up with that. It's

awesome.

>> The blue cheese crumbles.

>> peanut noodles, yeah, peanut noodles you

can thin it with soy sauce or not.

Chicken sandwiches, burgers,

it's it's I put it on like I crust the

tofu before I put it on our our grill.

So I love it. Apples, they all go great

on apples. Just that sort of the

sweetness and the tang from the apple

goes really nice.

>> It's got it totally tastes like it

tastes like buffalo wings. It tastes

like buffalo wings. It's got that crunch

in there. I would imagine this would

absolutely kick on some noodles. I think

that would be great.

The blue cheese ants on a log thing I

think I I find I find fascinating.

>> great with Ritz, too.

A super funky savory

um oatmeal.

Fear and I have those really well.

>> Yeah, what do you got there?

>> I got a salted caramel pretzel here,

which is why I pulled out the

gluten-free pretzels.

So I'm trying to pair

>> Oh, you're going to pretzel on pretzel.

>> Pretzel on pretzel. That is

that is the definition of maximalist

right there.

>> Oh, yeah.

>> Pretzel on pretzel. I love that.

>> 100%. Yeah, this is let's see yeah, talk

to us about the salted caramel pretzel.

>> Yeah, so this one's this one's fun,

right? Like it's got we also try to play

a lot with textures. And so this one

you're getting a

Yeah, so you you got the creamy peanut

butter base and you're getting a chewy

caramel bite and then the crunchy

pretzel piece. Um one of the cool things

that we

I'll say it's cool from an operational

standpoint.

I don't break anything down like in the

mixing process breaks it down. So like I

don't mind if a whole pretzel shows up

in there or if it gets broken into 10

pieces.

>> Yeah.

>> It uh it presents some issues when I'm

trying to scale and use some larger

automated machinery, but for the time

being like it works great for what we

want. Um

Yeah and so this one just again the

texture play. It's another one of those

flavor profiles that people already

understand. So it's really approachable.

Um it's one of our our top sellers. It's

an online only one that we sell cuz it

just

>> Oh.

>> it does well there. Yeah.

>> This

this one and I have to say I like the

big chunks of things. Yeah. It reminds

me of

you know when ice cream you get cookie

dough and then you get a huge thing of

cookie dough and it's like Yo, I hit the

mother lode.

>> Yeah. Yeah. Yeah. Dig that thing out of

there. Get it out. Yeah.

>> It's it's like Ben & Jerry's-esque. You

know, Ben & Jerry's got the chunks, you

know.

>> Just just so everybody knows that's

watching like I didn't I didn't ask

Chris to say that, BUT IT IS

RIGHT LIKE I GET I GET A LOT of

inspiration from from Ben & Jerry's

honestly from a branding like I think

they're they've got a one of one brand,

right? And there's there's no way you

can copy what they're doing. Um

But really like I don't check me on the

history here, but prior to Ben & Jerry's

like it was pretty smooth peanut butter.

Maybe you Excuse me. There we go. Smooth

ice creams, right? Like you get a little

bit of chunks of strawberry or chocolate

chips and they were like, "Hey, sort of

like hold your Häagen-Dazs. I'm going to

show you what ice cream can be."

>> Right.

>> Um and so I again take a lot of

inspiration from what they do from a

flavor development just from like what

they're putting in ice cream. Um and

they are

you know, they don't call it that, but

they also would take it a maximalist

approach.

>> I I totally agree.

>> You think you're going to borrow that

kind of like collab piece that they do

with A great example is they did the Ben

& Jerry's Tonight Show ice cream. And

it's like Jimmy Fallon and then Ben &

Jerry's. Do you think you're going to go

that pairing where you're trying to tap

like big influencers, big athletes, and

then you make this limited run batch,

but it is like

only it's going to be

you know, LeBron James limited run

batch, only LeBron James favorite

flavors.

>> Or Kawhi Leonard, you know, maybe

Toronto Raptors, you know, Kawhi, I

don't know.

>> I was born and raised in Philly, so my

my picked by LeBron James there. Yeah,

so LeBron, if you're listening, hit me

up. We can do a collaboration together.

Yeah, it's something we'd love to do.

I've talked to a couple other folks

in New England. We're based in New

Hampshire. So, I've got some other

people in sort of

adjacent e categories that I think could

be really interesting to partner with.

But that that limited run and the sort

of like the sneaker drop mentality is a

big thing that we want to do.

Um

Also a great way for us to sort of test

out, right? It's like the the

big brother version or grown-up version

of the MVP that we were doing when we

launched. It's like, "Hey, can I just do

500 jars straight off our website?

>> Yeah.

>> And see how it goes, right? And And if

it goes well, then we can start to build

off of that. And if it doesn't, then

it's fine. There's no love lost. And I

think that's another great thing for me

that at the end of the day what gives us

a little bit of insulation from

competition is like this brand we're

building and this concept of maximalism.

Like I can basically put whatever into

peanut butter, and it's not going to

it's going to build the brand up. It's

not going to degrade it. Right? And it's

not, you know, it's not like I It's

built into our DNA that I can take these

really wild

sort of flyers on something. And if it

doesn't taste good, then it doesn't

taste good, right? Like we can move on

to the next one cuz it still fits our

our brand persona, which is super

exciting for me and and feel like it

gives a lot of runway. It also is like,

"Hey, how do I prioritize as a solo

entrepreneur?" It's a constant

challenge.

>> Totally.

Okay, two The first one that I tried

when my package came in here. First one

I tried was dill pickle.

Which like actually has pickles in it.

Number one.

>> Let's go.

>> I I mean, if you've If anybody's watched

the show before,

I'm a fan of pickles. I drink pickle

juice on the show. I have the gallon

>> Do you have your gallon with you?

>> It's in my fridge.

>> He has a gallon of pickle juice that he

drinks on the

show. And it

>> It's a bit of a shock. It's a bit of a

shock. It's a shock thing where every

time he does it, it is a It's a visible

sight. So.

>> There it is. I'm sorry that the koozie I

sent you won't fit on a gallon jug.

>> Smells good.

>> It's a old

frosty cold one. It also holds a jar of

peanut butter if you want to take that

on the go as well.

>> The The The dill pickle I found

incredibly tasty. But my first thought

was like, I don't know I don't know what

I'm going to put it on. But I But you

know, I think there's there's got to be

some great things in here. I You've sent

over It looks like cheese, crackers,

celery, carrots, charcuterie. The

charcuterie I think is interesting.

>> Yeah, so similar to the buffalo like it

can It pairs up with a lot of the same

types of ingredients.

I I'll I'll be fully honest here on that

one. Like we get so many people when

we're at events that like, "That sounds

gross."

And it's like, "Just try it. What are

you going to get a chance to try?" And

you're like, "Fine, I'll try it." "Oh my

god, that is so much better than I

thought. Or like, wow, that's actually

not bad. Or like, that's

amazing. Like Or like we get a lot like

the mind like real life mind-blown

emojis.

Um

And that's the one where it's like, if I

can get somebody to try it, I know I've

got them somewhere in the portfolio. If

it's not that one, like they're going to

be like, oh wow, this is like I need to

try something else.

>> Yeah.

>> But that's a great great one for us to

really just push out there. And so

anytime I'm out doing sampling, I bring

that one with me even if I don't have it

to sell because it just again

encapsulates what we're trying to do

and and really draws people in. And

again, if like that's not their thing,

then they're going to find a different

one that is their thing and and I'm cool

with that at the end of the day.

Whichever jar they're taking home.

>> This s'mores, my kids have just been

locked in spooning this thing. It's got

like actual like little marshmallows in

here.

>> Yeah, so it's got those like Lucky

Charms type marshmallows with a little

nice little crunch in them.

Um

a it's a true gelatin-based marshmallow.

It doesn't hold up any oils. Like it

seizes up pretty quickly.

So good.

>> An interesting thing with this too is

like this is very much a better for you

peanut butter. We've had a lot of

protein founders on the show where they

have made protein powders that are

better for you protein powders cuz they

found the whey was making you feel

horrible and then they have this better

for you protein, you feel good

afterwards. Same thing here. If I were

to try to slam a jar of Jif, I'd feel

horrible afterwards.

But I can tackle one of these and I

actually feel great and like I can move

around. I can go ride my bike and do all

these things.

I think this is just a massive lane

where it's like this is better for you

peanut butter, but it's also got a crazy

unique twist on any flavor lane that you

want to go down, we probably got you

covered.

>> Yeah. Yeah, it's it's true. And we we

joke like we want to make peanut butter

forward flavored peanut butter.

And so like

if you look at a jar of ours like our

nutrition facts, they don't vary all

that much from

>> Yeah.

>> a standard natural peanut butter

that you would buy at any grocery store.

>> Yeah.

>> And you're going to where it is

variable, it's getting picked up in some

of the other mix-ins like the

marshmallows and the s'mores or the

Um but that absolutely is true and we

you know, we get a lot I know we're all

sort of sitting here just jokingly with

spoons but like we get a lot of

consumers who say I just you know, like

I take a jar I open a jar and I take a

spoonful and that's my sort of night

time ritual now. Like I'm not doing the

ice cream.

We do have a couple that go great with

ice cream by the way. So if you want to

pair them but we get a lot of folks who

are just like no, I'm just I'm just

going to go take a spoonful of your

peanut butter cuz it just elevates

and so it's it's one of those things

where it's like we can meet a lot of

needs and again back to me as a sole

entrepreneur, it's like all right, where

where do I really want to push on those

needs

and

and really start to build what we're

trying to do here and grow what we're

trying to do here in a way that's

exciting and and really thinking about

the long term.

>> No number one seller is the s'mores. Is

that is that the case?

>> S'mores sort of channel agnostic is our

is our best one. It's super

approachable. I think it works across

age groups use cases.

But then depending on where we are like

that hot sauce festival, s'mores was our

number one but then the three savory

ones were two, three and four right

behind.

Yeah. Yeah.

The Mexican hot chocolate would crushed

it there as well. People are always

surprised by by spicy peanut butter

which I was too as well but it's it's a

ton of fun.

Our eight-year-old or excuse me, almost

8-year-old in a week and a half

daughter, she like microdoses the

Mexican hot chocolate cuz I've told her

she can build You can build your heat

tolerance up.

And so that's been that's been her

source of of building that up, which is

which is cool. I love it.

Um

>> Noah, what are you cooking up next? Like

do you have any flavors that you are

{quote} like prototyping right now where

you're like, "Hey, we might be dropping

these one to three new SKUs. We're kind

of cooking these up working prototyping

them out a little bit."

>> Yeah, so there's two that I'm working on

right now with various degrees of

success. One is a even spicier peanut

butter than our Mexican hot chocolate.

And that really comes out of the the hot

sauce festival, which we hear year over

year like,

"Hey, we want something that's even

hotter." So right now the heat's coming

in through cayenne, and that's pretty

low level in in a hot sauce world. So

where can we look to bring that up in a

way

>> Ghost pepper?

>> And that's also Yeah, so like there was

even pepper X where we were people

Um

So I don't know if I want to go that

far, but yeah, like how can we really up

the ante from a spice perspective

because that to me really pushes open

the door into a very different market

where I'm I you know the hot sauce

people like super foodies

and really again understand what they're

doing. So that's one we want to do. The

other one

and I'm sort of working on its pairing

with it. So but I'm going to send you

guys some SAMPLES IS BACON.

>> OH, YES.

>> LET'S GO.

>> YES, BRO.

>> That is absolutely the move, Noah. Bacon

peanut butter

>> Does it need to go with something else?

Is it bacon and or is it just like

Yeah, hands off. Let let's let bacon do

it.

So we're working on that, but you guys

will be first in line for uh consumer

feedback on that one for sure.

>> That just run. sounds to me like a grand

slam, bro.

>> Yeah, that's a home run. I appreciate

that.

>> Bacon peanut

>> Yeah, it's fun, right? And like I've got

a never-ending list of flavors that I

would love to do. Um but again, it's

like as I started this, we make one size

of jar, and it was all about like how do

I minimize complexity? How do I minimize

like spreading out our cash, right?

We're bootstrapping this business. Um

and everything gets fed right back in.

And so it's like

more flavors is fun and exciting. It

also has more complexity and more

forecasting that

I don't really need to be doing at the

moment. Um and so it's it's balancing

that, and that's where that sort of

sneaker drop play we talked about,

Colin. I think it'd be really

interesting cuz this is going to give me

more confidence

of like, "Hey, let's actually go deep in

this cuz we sold 500 jars of this one

flavor in a week." And

that's as good a signal as I could ever

get.

>> You know, I'm sure you know this. I

don't know if Colin Doherty knows this,

but Elvis's favorite sandwich

>> Oh, yeah.

>> I'm hip. I'm hip.

>> Peanut butter, bacon, and banana.

>> Peanut butter, bacon, and banana. Yeah,

well, you know, you're you're you're

opening up my spot, I guess, here.

>> You called it the Elvis?

>> That's the other ingredient that that's

the other ingredient I've been trying to

figure out.

>> Yeah.

>> The banana flavor so so peanut butter is

a really strong flavor, and getting

other ones to sort of rise up to it or

even above it is a challenge. So like

coconut, like true coconut just doesn't

doesn't do it. Um and I don't want to go

like artificial flavor coconut type

stuff. Um so banana's one of the things

I'm I'm working on. So I've got

I've lost track of the different forms

of banana I have over in our our factory

that I'm trying to test out uh to to

pair with the bacon. So that's that's

the number one sort of

uh

uh pairing option to date with the

bacon. It's just a

They're not It's not working as well as

I would like. But, that's okay. We're

going to do it. We're going to figure it

out.

>> Understandable.

>> Well,

I tell you what, I have definitely not

had a boring Friday. And that's because

you have come to us, Noah, and delighted

our taste buds.

>> Let's go.

>> I love that.

>> And you know, tickled our brains, our

entrepreneurial brains, to consider how

one shall win in the CPG and consumer

world.

Uh brother, I'll tell you what, if you

if you can make a bacon peanut butter,

and I don't I don't hardly care what

else you put in there, I'm there.

>> Good to know. I'll keep that in mind.

>> We're going to be subscribed.

I think my s'mores are going to be gone

by the end of the weekend. I hid it from

my kids so that I could have I could

have plenty here when we got you on the

show. Tell us this. Tell us this, Noah.

>> Yeah.

>> Uh where to find where to find you,

where to follow you, where everybody

should go. backyardpeanut.com

for sure, but give us the whole list,

Noah.

>> Yeah, backyardpeanut.com, powered by

Shopify.

Um

you can get there on our website. We

ship all across the country.

You got all our flavors available there.

We're in a bunch of independent sort of

mom-and-pop shops throughout the

Northeast, which are good partners for

us, but we're really focused on on the

D2C channel. Thinking there's a lot of a

lot of runway there to go with.

Um so, that's a good spot for us

as well. But, yeah, come on out. Follow

backyard peanut butter on all the

socials.

Uh really trying to build that out. So,

any user-generated content out there,

send it our way, folks. We love to have

it.

Um

can't wait.

>> Noah, can can people subscribe on here?

I don't I don't Right now, I don't know

if I see a subscription button on this

thing.

>> We We do not We do not have a

subscription button.

We We

We

>> I think it's time.

>> Are you Are you getting texted by the

Shopify folks while we're on this call

saying we should do that? Cuz it's

>> No, but it's it seems like a genius idea

to me, which is why I keep hitting this

Shopify thing.

>> It's It's a regular It's a regular

conversation we have. So, it's like,

yeah. Well, well, it'll be there by

fall.

>> All right.

Let's go.

Let's go.

>> And now that you're here, we'll we'll be

It'll be there by fall.

>> Incredible, man. Noah, we love what

you're doing. We love the innovation in

CPG. I don't know why all of the

innovation always comes from CPG, but it

does. And we love the fact that you and

Helen are doing this together. And

brother, I can't wait for me and mine to

eat up the rest of this. And

we'll be looking on the lookout for

bacon bacon-flavored peanut butter to

come. Brother, appreciate you making the

time to join us. And we look forward to

having you back, man. Thank you.

>> Thanks for having me, man. Can't wait.

Talk to you later. Appreciate it.