Darin Alpert, co-founder of ghee-based snack brand Gheelish, is opening up about the unconventional strategy that took his company from a home kitchen to shelves across the country. Alpert, who previously exited Find Me Gluten Free with backing from Mark Cuban, launched Gheelish after discovering ghee’s digestive benefits for people with lactose sensitivities. The brand now makes popcorn and chips, with cookies on the way, and counts Gary Vaynerchuk among its investors.
From Cold Email to Nationwide Shelves
Rather than following the typical consumer packaged goods path through farmers markets, direct-to-consumer sales, or Amazon, Alpert and co-founder Nick Bilotti went straight to the top. They cold-emailed the CEO of Sprouts Farmers Market, landed a meeting with the retailer’s innovation team, and brought homemade samples. Six months later, Gheelish products were on shelves nationwide. Alpert credits execution, not just ideas, for the breakthrough, pointing to lessons learned from his investors about outworking the competition.
Packaging, Mindset and a Michael Phelps Encounter
Alpert also emphasized the importance of rebranding to make an unfamiliar ingredient feel approachable, drawing inspiration from nostalgic 1950s drive-in movie popcorn packaging. He credited daily habits — early workouts, electrolyte hydration, and years of cold showers — with keeping his mindset sharp. In one memorable moment, Alpert ran into Olympic swimmer Michael Phelps at a UPS Store shortly after Gheelish launched and handed him free samples, capturing a photo of Phelps holding the bags.
Alpert’s advice to aspiring CPG founders: skip your comfort zone and get honest feedback from strangers, since friends and family are unlikely to give truthful product critiques.