Lisa Curtis’s amazing journey Establishing Kuli Kuli
While working as a Peace Corps volunteer in Niger, West Africa, Lisa Curtis came across moringa. A malnourished individual, having only eaten rice, beans, and millet, she was presented with kuli-kuli, a peanut snack flavored with the wholesome leaves of the moringa tree that grows in the area.
“It gave me a lot more energy and I felt a lot better after I started eating it,” Ms. Curtis stated. “After that, I looked into moringa a little more and was astounded by all of its health benefits.”
In order to raise awareness of the ingredient—which is high in protein, potassium, calcium, and vitamin A—and to assist its farmers through sustainable sourcing procedures, Ms. Curtis founded Kuli Kuli in 2013 after moving back to the United States.
This ingredient can be found in products such as protein bars, green powder, smoothie mixes, and wellness shots, which can be purchased at 9,500 retail locations around the country.
With a three-year increase of 820% and $4.5 million in revenue in 2018, the company was listed on the most recent Inc. 5000 list of the fastest-growing food and beverage enterprises. Griffin Foods and the eighteen94 capital of Kellogg Co. are among the company’s investors.
establishing roots: “I invested all $2,000 that I had when I returned to the United States in Kuli Kuli.” Occasionally, people inquire, “Why did you raise so much money so quickly?” I was 22 years old. I had neither money nor connections to contribute to it. I was just trying to be as resourceful as I could be.
Business 101: “I genuinely believe that I was able to reach a million dollars in sales through Google.” What does a co-packer mean? “How does that function?” “How are they paid?” We now have incredible investors and advisers, a more seasoned workforce, and a lot more knowledgeable people in my immediate vicinity.
Capital pursuit: “We soon came to the realization that everything was going to cost more money.” Clearly, additional manufacturing runs were required. In addition, distributor fees and marketing and trade expenditure costs apply. I then began seeking equity capital, which was a really challenging task. When I first introduced this plant that no one had ever heard of, most people, I believe, looked at me and said something like, “You’re 23 years old, you’ve never worked in food or business, and you’re going to source it from a continent that’s not known for quality products.” How will this function?
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Working together with Kellogg: “I think you’re crazy if you told me three years ago that our biggest investor and best supporter is going to be the company that makes Pop-Tarts.” Why would they put money into us? We discovered them to be incredibly helpful and goal-oriented. They consistently go above and above to support us in achieving our goals because they genuinely care about what we’re doing. It’s been a pleasure working with them.
Moringa: what is it?
Moringa, a plant native to regions of Asia and Africa, is derived from dried leaves and is high in fiber, protein, potassium, calcium, and vitamin A. Moringa has an earthy green flavor that is comparable to matcha and can be used in baked goods, spices, vegetable chips or crisps, sauces, and drinks.