006: The Dirtbag Diaries: Chronicling the True Saga of Building a Better-For-You Snack Brand with Mark Gravel

Essential Ingredients Podcast

“Don't let these things stop you. Figure out how to work with them.” —Mark Gravel

In the volatile world of CPG branding, establishing a successful better-for-you brand may often feel like treading on eggshells. While the steep slopes can hefty baggage are indeed formidable, the right strategies can tip the scales in your favor.

Dirtbag Bar is an organic, vegan, gluten-free chocolate date bar created by Mark Gravel. Inspired by his passion for the outdoors and healthy living, Mark developed Dirtbag Bar as a clean, nutrient-dense snack without added sugars or refined ingredients. Starting as a homemade treat shared among friends, Dirtbag Bar has expanded to over 75 stores across California. In addition to wholesome ingredients, Dirtbag Bar supports causes like mental health awareness and environmental protection.

This conversation provides insight into entrepreneurship and wellness. Listen in as Mark relates the challenges of transitioning from chef to building a CPG brand and his personal struggles with mental health and how it impacts running a startup. Justine and Mark also talk about the aspects of product development like deciding on the branding and design, expanding your reach, the value of varied experiences, the importance of taking care of yourself as an entrepreneur, and more.

Meet Mark:

Mark Gravel is the founder of Dirtbag Bar, an organic, vegan, gluten-free chocolate date bar. He started making the bars for himself as a snack while running a food stand at Smorgasburg, a seasonal food market in New York. Mark has a background in food, having worked as a chef, running a burger pop-up, and published a cookbook about beans. While the burger stand was successful, Mark wanted to create something healthier without added sugars. He developed Dirtbag Bar to be nutrient-dense but not too calorie-dense, using whole food ingredients. Mark strives to make the brand purpose-driven by donating to mental health causes. As an entrepreneur, his biggest challenge is managing his own mental health struggles with depression while running a stressful business. Dirtbag Bar is currently in over 75 stores in California with a goal of 100 by the end of the year as Mark works to expand distribution on the East Coast.

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Episode Highlights:

01:26 Why Gluten-Free and Vegan

05:17 From Chef to Entrepreneur

09:39 Developing the Dirtbag Brand Identity

11:01 Choose Health

14:30 Goals for the Coming Years

19:25 The Value of Varied Experiences

22:05 Coping with Mental Health Challenges

24:19 Don't Let Challenges Stop You