Most “healthy” snacks promise a lot and deliver very little. In this episode, Peter shares the 30+ year journey behind Shār Snacks and how a lifetime of experiences growing up outdoors, obsessing over ingredients, and learning by doing shaped the brand. We unpack why trail mix is broken, how most food companies compromise on quality, and why you can actually taste the difference when ingredients are treated with care.

This conversation is about patience, craftsmanship, and building something people come back for. We talk about why “product is king” isn’t a cliché, the education gap that holds better food back, and what it really means to stay in business for the long run. If you’re building a product-led company or thinking about one this episode offers a grounded, founder-to-founder look at why quality beats hype every time.

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