Katlin Smith


Inc. (USA) - - 100 FF - —B.H.

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.

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