This interview was first published just days after the announced acquisition of RXBAR by Kellogg’s for $600 million. It’s illustrative of the awesome potential created when good products, good people, and unmet demand collide.

Peter Rahal, co-founder and CEO of RXBAR, started the company with his friend Jared Smith. Together, they wanted to bring a clean protein bar to CrossFit athletes. With that simple and narrow focus, selling gym to gym, they built a business and a brand.

In my opinion, RXBAR did something else to disrupt the industry. It veered from the norm on its approach to packaging. The packaging hero wasn’t a logo or a product shot. It was, in very simple terms, what the product delivered: protein in the form of three egg whites, six almonds, two dates, and no B.S. I have a feeling that more brands will be following in RXBAR’s footsteps.

I spent time talking with Rahal about leadership, entrepreneurship, company culture, and lessons learned. I found him to be passionate and insightful. I hope you enjoy the conversation.

EB: Why do this crazy thing?

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