Can you tell us about the origins of Hardcore? What inspired you to start it?
The idea of Hardcore Peanut Butter actually started at my day job as a Research & Development Manager while I was working on a new item for a customer. We were discussing using healthy, clean-label ingredients, and I thought about how amazing it would be to use those same ingredients in a nut butter. I went to the store immediately after work to grab ingredients. I first started with the peanut butter, and then began mixing in the blueberries, coconut oil, and agave right in my kitchen.
Who are the founders, and what are their backgrounds?
It’s just me, Bryant Williams. By degree, I'm a chemical engineer from Purdue University, with over 15+ years of experience in the CPG & food industry. I've worked with all the major players like General Mills and Colgate-Palmolive. My core competencies are manufacturing, supply chain, procurement, logistics, product development, and research.
What makes Hardcore different from other peanut butters?
We use superfood ingredients to give our customers an ultra-healthy, delicious product. There are no weird chemicals or artificial ingredients. Most recently, we've connected with a lab team in California that are helping us to develop the first ever allergen-free peanut butter. We should have product available by 2026.
Why do you think it resonates with your customers?
Our customers realize that the junk that other large manufacturers put into their peanut butter is not good for our bodies. Monoglycerides and other chemical emulsifiers can have long-term health risks, despite being advertised as "safe" by the FDA.
Blueberries are a great source of antioxidants. Coconut oil supports a healthy metabolism. Agave is used as a natural plant-based sweetener.
What is the mission of Hardcore?
Our mission is to eliminate peanut allergies and harmful ingredients in all food products.
What core values guide your business operations?
Respect.
Integrity.
Resiliency.
Bold.
How do you ensure these values are reflected in your daily operations and interactions with customers?
I'm a servant leader. The best way I show our values is by living them. I want to make sure that I treat all people with respect—not just my employees and contractors. When difficult conversations pop-up, I approach them with integrity. As obstacles arise, we become resilient and steadfast in our approach. When an opportunity presents itself, we take bold action.
Who is your target audience, and how do you connect with them?
We are looking for health-conscious consumers who are looking for a better, healthier food option. We remain in close communication with our customers through posting and messaging on social media (e.g. Instagram).
What strategies do you use for marketing and promoting your business?
I promote the business using social media where I share customer reviews and post engaging content. I also run Google ads.
What were some of the biggest challenges you faced when starting Hardcore, and how did you overcome them?
My biggest challenge is the one I'm facing right now—I do not have any product in inventory! It's a blessing that I've sold so much, but the dilemma is that I'm unable to sell more. I need to continue working closely with my manufacturer to try and expedite production to keep my customers happy.
How does Hardcore contribute to the local community?
We contribute back to the local community by continuing to get involved in events and farmer's markets. Whether it's the Linden Hills Farmer's Market, or the YWCA Triathlon, or a Holiday Market for charity, we are committed to being present in our community.
What does Hardcore do to be environmentally sustainable?
Hardcore Peanut Butter Spread is committed to avoiding ingredients that have a detrimental effect our environment. Palm oil, a common ingredient in other foods, is associated with deforestation. We also prioritize using recyclable packaging materials.
What steps do you take to ensure a great customer experience?
I want to hear our customers’ direct feedback. If things are going well, I want to hear about it. If there is something we can do better, I want to hear about it. Not only is it about delivering a high-quality product, but it is important listen to what they would like to happen next with the product. Our customers often describe Hardcore Peanut Butter Spread as "my peanut butter."
What are your plans or goals for Hardcore?
Hardcore will continue to grow into more stores and develop a greater online audience. There will always be a heavy focus and presence in the Twin Cities. Ultimately, we want to expand beyond Minnesota, but it is a priority for us to focus on our community, because these are our roots. Without this ecosystem, we wouldn't be where we are today. It's my continued way to say thank you to everything this community has given us.
What advice would you give to someone starting their own small business?
Start small, and don't give up. I won't sugar coat it and tell you that this is easy. Starting and running your own business will be the most challenging thing you've ever done and will pull at every muscle fiber you have in your body. Things can get tough, but at the same time, there are so many beautiful moments along the way that you would never have experienced without choosing to embark on this journey. Focus on building the right support system and having the right mindset. Always keep in mind that this is your dream, and that no one else is going to want it more for yourself than you.