How do you take the humble potato chip and completely reinvent it using chicken breast? In this episode of the JUSTIN AND THE [FOOD] ENTREPRENEURS Show, Justin sits down with Jason Wright to uncover the gritty, complex, and highly regulated journey of building WILDE, a trailblazing animal-based snack brand. Jason’s entrepreneurial path is a testament to the power of pivoting, relentless problem-solving, and the willingness to take manufacturing into your own hands when the industry cannot support your vision. From his early days launching a low-sugar granola brand to navigating the intense scrutiny of the USDA, Jason shares the hard-earned lessons of scaling a first-of-its-kind protein snack. The Origins: From Granola to Chicken Chips Jason’s journey into the food industry was born out of personal necessity. During his twenties, while working as a model in New York and Europe, he adopted a low-carb diet to clear his "brain fog" and improve his health. This led him to launch his first food business in 2004: Feed, a low-sugar, nearly grain-free granola. While Feed helped blaze the trail for healthier granolas, it ultimately closed in 2010. Still craving his favorite snack—potato chips—but wanting to avoid the heavy carbohydrates, Jason had a radical idea while staring at the bottom of an empty chip bag: What if he replaced the potato with chicken breast? He took this concept to the meat science professors at Colorado State University, utilizing their labs to develop the initial prototypes for WILDE. The Power of a Marketing Pivot One of the most critical turning points for WILDE was mastering product messaging. In the early days, Jason spent countless hours doing live grocery store demos. He quickly discovered a massive hurdle: consumers associated the term "Chicken Chips" with pet food. Listening to consumer feedback, Jason pivoted the brand's packaging in 2019 to proudly highlight the ingredients—chicken breast, egg whites, and bone broth—and rebranded the product as "Protein Chips." This small but essential shift in language instantly clarified the value proposition for health-conscious shoppers and fitness enthusiasts. Additionally, by formulating the product without tahini (sesame), WILDE accidentally unlocked a massive allergen-friendly market. The USDA Challenge and Manufacturing Commercializing an animal-based snack proved to be exponentially more difficult than Jason's previous experience with FDA-regulated granola. Regulatory Scrutiny: Unlike FDA facilities which have periodic inspections, a USDA facility requires an inspector on-site every single day. Labeling is also strictly governed, requiring specific "Statements of Identity" (e.g., "Crafted from real ingredients"). The Co-Packing Struggle: Traditional co-packers could not handle the unique process of turning chicken into chips. Early attempts to split production—making the raw "WILDE potato" in Chicago and shipping it to Virginia for crisping—yielded terrible profit margins. Taking Ownership: Realizing they had to control their own destiny, Jason and his partner Philippe leased a facility in Lexington, Kentucky. They built custom, state-of-the-art production lines, eventually scaling from 25 employees to a team of 180 across multiple massive facilities. Scaling the Team and Retail Expansion To manage this rapid growth, Jason knew he had to surround himself with industry veterans. He hired a Technical Director with 30 years of meat industry experience to handle the USDA compliance and a flavor scientist from Pepsi to elevate the product profiles. By locating their plant near an existing Nestle facility, WILDE successfully recruited a workforce already highly trained in USDA manufacturing environments. This foundation set the stage for their latest triumph: the WILDE Protein Cracker. Featuring nostalgic flavors like Classic Cheddar, Buffalo Cheddar, HOT HONEY, and Smoked Gouda, the cracker was an immediate smash hit, securing permanent shelf space at Costco within weeks of its launch, alongside distribution in Target, Sprouts, and Whole Foods. Key Takeaways for Food Entrepreneurs Control Your Manufacturing: If your product requires highly unique processing, relying on co-packers can crush your margins and limit your scalability. Taking ownership of your facility gives you the freedom to innovate. Listen to the Market: If consumers are confused by your product's name (e.g., mistaking it for pet food), do not force it. Pivot your messaging to clearly communicate what the product is and why it benefits them. Hire Your Weaknesses: Scaling a highly regulated CPG brand requires deep expertise. Bring in seasoned professionals for compliance, food science, and financial structuring so you can focus on brand vision and sales. Build an Arsenal of Flavors: Retailers constantly look for exclusives and seasonal offerings. Having a deep bench of fully developed flavors allows you to capitalize on lucrative end-cap opportunities when they arise. IG: @wildechips Address: www.wildebrands.com Entrepreneur interested in being on the show: https://calendly.com/justin-bizzarro/podcast Hosted By: Justin Ryan Bizzarro (IG: @justinbizzarro and LinkedIn: FOLLOW ME ) Who is Justin Ryan Bizzarro? Justin Ryan Bizzarro is a multi-dimensional entrepreneur, mentor, and strategist whose career is defined by the intersection of legacy, leadership, and human growth. With a journey that began in his family’s basement in 1998, Justin helped scale a 24-year-old ecosystem of food and technology enterprises into a global benchmark for vertical integration and lean manufacturing. While his professional foundation is built on complex supply chains, restaurant development, and brand acceleration, Justin’s true north is development—whether it’s a startup, an elite athlete, or a community. As the founder of GorillaBrave, he has transitioned from building businesses to building humans, utilizing his "Troop" philosophy to empower the next generation of culinary and agricultural entrepreneurs. Justin is a sought-after voice on free markets, food diversity, and high-performance culture. His influence extends from the boardroom to the soccer pitch, where he coaches with the same tactical precision and "warrior" mindset he applies to his corporate ventures. Whether he is hosting a global podcast that reaches millions or developing curriculum for youth athletes, his mission remains constant: accelerating human potential. A lifelong student of leadership and service, Justin holds a BA from Dickinson College and an MBA from UNC-Chapel Hill, and deepen his perspective through taking classes towards a Master of Divinity in Leadership at Denver Seminary. Based in Colorado, he is a dedicated father, a steward of his family’s legacy, and a persistent advocate for those brave enough to capitalize on their own opportunities. Our [ELITE] Food, Farming, Hospitality, Nutrition, and Beverage Entrepreneurs Community: Under [NEW] Construction Blog Anyone?: GorillaBrave Blog On Instagram: GorillaBrave on Instagram GorillaBrave Group on Whoop: COMM-473D96 Free Podcast. No Advertisements. The stories of Food, Beverage, Farming, Hospitality, and Nutrition Entrepreneurs and how their failures led to the successes in their lives and in their business. What does the future have in store for the food, beverage, and nutrition entrepreneur? JUSTIN AND THE [FOOD] ENTREPRENEURS Email: justin.bizzarro@gmail.com Instagram: @justinandthefoodentrepreneurs ( #foodentrepreneurs ) All music is scored by host or royalty free.