Adam Hiner has started five companies — catering, restaurants, an acrobatics festival, hard kombucha, and now bread. He built Boochcraft into the nation's first hard kombucha brand, grew it to $15 million, hired himself out of every role, and went looking for the next thing nobody was doing. He found it when he couldn't source a single certified organic gluten-free bread anywhere in the country. PACHA, which he co-founded with his wife Maddie Hamann, makes organic sprouted buckwheat sourdough out of a dedicated allergen-free facility in San Diego. PACHA sources 100% of its buckwheat from U.S. regenerative farms and recently joined the Purpose Pledge, a collaborative business commitment framework co-anchored by Dr. Bronner's. 🔧 Five-Company Operating Pattern — What actually transfers across catering, hospitality, beverage, and bakery when you keep building from zero, and what you have to relearn every time 📊 Whitespace Before It’s Obvious — How Adam identified that no certified organic gluten-free bread existed in the U.S. and turned that gap into a category ⚙️ Building a Two-Day Production Process at Scale — From soaking and sprouting buckwheat in 350-square-foot shared kitchens to custom tortilla presses, borrowed industrial equipment, and a move toward full automation 🤝 The Founder Handoff — How Adam hired himself out of every role at Boochcraft and is doing the same thing now at PACHA, with a contracted CFO, contracted VP of sales, and a new in-house director of operations 🌾 Regenerative Buckwheat Supply Chain — What it actually took to find farmers willing to transition, build a direct sourcing relationship, and grow regenerative acreage 50% year-over-year 🤝 Co-Founding with Your Spouse — How Adam and Maddie stay out of each other’s lanes day-to-day (she runs marketing remotely, he runs the facility) and what makes the structure actually work Whether you’re building a repeat-founder playbook, creating a category from a recipe you found at a spiritual retreat in Mount Shasta, or figuring out how to automate a two-ingredient fermented product without losing what makes it work, this one is worth the full listen. Perfect for: Repeat/serial founders, category creators, regenerative agriculture operators, gluten-free and better-for-you food entrepreneurs, founders navigating an operational handoff, co-founder couples Guest: Adam Hiner — Co-founder & CEO, PACHA Host: Samantha Rose — Managing Partner, Hologram Capital & Founder, Endless Commerce This episode was recorded live and is part of our series on operational frameworks that drive real business results. Subscribe so you never miss an episode.
