Behind the Brand: West Wolf Medicinals

1. What is the name of your company?

West Wolf Medicinals

2. What is your title?

Founder

3. Where is your company located?

Boulder, Colorado

4. How did you hear about Naturally Colorado? What made you become a member? Has Naturally Colorado helped you in any way?

I was actually following Naturally Boulder before I even had the idea to start a CPG company. We were learning to farm and I’m fascinated that the US natural foods industry basically began here so I was researching orgs and studying the industry.

5. What size is your company?

2 employees + awesome freelancers!

6. What inspired you to start your company?

Well, it was kinda desperation…I was suffering from the symptoms of perimenopause and thought I had early dementia! A friend in the mushroom space (we farm mushrooms too) suggested extracts to help with night sweats and brain fog. I didn’t know that medicinal mushrooms can be beneficial if extracted. My only relation to them was being served reishi tea in Asia. Well after much research, I finally found a quality extract that cooled my symptoms in a week. I realized how hard it was to find potent, organic extracts from fruiting bodies… so in a moment of insanity we thought– we can create something different and be totally transparent as to our quality, sourcing, everything!

7. Why did you choose to focus on the natural and organic industry?

It feels so important to be a disrupter in the industrial food chain and organic chips away at that factory food space. Also, with mushrooms, you want organic because contaminants can build in the fruiting body. We believe we are all connected — and organic food is just healthier for humans and for the planet.

8. Can you describe the biggest challenge you faced during the early stages of your company, and how you overcame it?

Packaging. Hands down. We are trying so carefully to be as green as possible… but our mushroom powders can’t be exposed to any air in the packaging… so compostable is out. We are now switching to recycled and recyclable tins… even though it adds to our cost of goods.

9. What keeps you up at night regarding your business?

Marketing. How to invest enough in the right marketing to let people know we exist!

10. What strategies can you share that have been effective?

11. How important is networking, and what strategies do you use to build and maintain professional relationships?

It’s so important— every industry is relational. And natural foods is no exception! We joined new circles of CPG founders, some all women too, to share and help, support and gripe!

12. What is one piece of advice or knowledge that has changed your life and why?

Live the questions— because you’ll never know all the answers

Connect with Nicole.

Learn more about West Wolf Medicinals.

More about Behind the Brand:

Everyone has a unique founding journey and we want to hear yours and share it with the community! Whether it’s how you started, your mission or the challenges you’ve overcome, we want to spotlight you and celebrate your success and journey. 

We will feature one brand a month on our website, on social media, and in our newsletter. In addition to connecting with the Naturally Colorado community, this is an opportunity to provide support and guidance to others! 

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The Naturally Colorado team will follow up with more information if your submission is chosen to be featured in the Behind the Brand series.