In this episode of The DTC Insider, Brian Roisentul sits down Jay Kinney, founder of WhyBars, a superfood snack brand built on ancient nutrition and unstoppable persistence. From sleeping in his car to landing on the shelves of Whole Foods and Kroger, Jay’s story is one of grit, creativity, and relentless optimism.

We discussed:

• The origin story of WhyBars and its roots in ancient nutrition

• Jay’s journey from culinary school and the Army to entrepreneurship

• Early experiments selling homemade bars door-to-door

• How local farmers markets helped build awareness and demand

• The transition from kitchen production to large-scale retail distribution

• Building relationships with stores like Kroger, Whole Foods, and Fresh Thyme

• The importance of public speaking and storytelling for founders

• Personal growth: overcoming homelessness, trauma, and reclaiming his identity

• The difference between building a brand to sell vs. a forever business

• Staying positive and resilient in the face of personal and business challenges

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