Paleo, keto, gluten-free—these days, a plethora of people are paying premium prices to pacify picky palates. Smith started Simple Mills in 2012, after eliminating processed food from her own diet. Initially, the former management consultant thought she’d build the company while getting her MBA at the University of Chicago. But after a year of studies, crackers and cookies crowded out classes. “One quarter, I had just one class, and missed five of the six sessions. The next quarter, I flat-out forgot to sign up,” she says. Dropping out paid off: Today, Simple Mills distributes to 14,000 grocery stores, including Whole Foods and Kroger, and is the fastest-growing cracker brand—and topselling baking mix brand—in the U.S.