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February 20th, 2025

How a ‘Miracle Tree’ Launched a Multi-Million Dollar Superfood Brand

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Ian PetermanHow a ‘Miracle Tree’ Launched a Multi-Million Dollar Superfood Brand
  1. How a ‘Miracle Tree’ Launched a Multi-Million Dollar Superfood Brand Ian Peterman 39:01

Imagine discovering a single plant so powerful it could transform health, fight climate change, and empower communities worldwide. That’s exactly what happened when Lisa Curtis tried moringa while serving in the Peace Corps. A decade later, she turned that discovery into Kuli Kuli Foods, bringing this ‘miracle tree’ to 11,000 stores across the U.S. 

In this episode of the Conscious Design Podcast, host Ian Peterman dives into Lisa’s journey—from launching her first moringa product to scaling her brand nationwide. Lisa shares how she overcame Retail challenges, built an ethical supply chain, and why sustainable superfoods like moringa are the future of nutrition. Whether you’re an entrepreneur, a sustainability advocate, or just curious about how food brands grow, this episode is packed with valuable insights. 

𝗡𝗼𝘁𝗮𝗯𝗹𝗲 𝗠𝗼𝗺𝗲𝗻𝘁𝘀

00:00 – Introduction to Conscious Design Podcast

00:34 – The Origin Story of Kuli Kuli

02:33 – Building a Market for Moringa & Overcoming Retail Challenges

08:59 – Scaling a Superfood Brand: Product Development & Market Expansion

17:11 – Consumer Trends & E-Commerce Growth During COVID-19

23:40 – Ethical Sourcing & Sustainability: Building a Climate-Smart Food Brand

34:41 – Advice for Aspiring Entrepreneurs

𝗔𝗯𝗼𝘂𝘁 𝗟𝗶𝘀𝗮 𝗖𝘂𝗿𝘁𝗶𝘀 𝗮𝗻𝗱 𝗞𝘂𝗹𝗶 𝗞𝘂𝗹𝗶 𝗙𝗼𝗼𝗱𝘀

Lisa Curtis is the Founder & CEO of Kuli Kuli Foods, the leading brand pioneering the sustainable superfood moringa. Moringa is a protein-rich leafy green that is more nutritious than kale and offers anti-inflammatory benefits comparable to turmeric. Kuli Kuli’s superfood powders and snacks are sustainably sourced from African women and other small farmers worldwide and are sold in 11,000 U.S. stores.

Lisa began working on Kuli Kuli while serving in the Peace Corps and has since grown it into a multi-million-dollar social enterprise. Before founding Kuli Kuli, she served as the Communications Director at Mosaic, where she led a team of six to grow the company from the ground up to over $5 million invested in clean energy. Previously, Lisa wrote political briefings for President Obama in the White House, served as a United Nations Environment Programme Youth Advisor, and worked at an impact investment firm in India

Lisa has been recognized on the Forbes 30 Under 30 list and Inc. Magazine’s Top 100 Female Founders list. She has also been featured in numerous outlets, including The New York Times, The Wall Street Journal, and MSNBC’s Morning Joe.

Kuli Kuli is the leading brand pioneering climate-smart superfoods like moringa in the U.S. Moringa is a naturally energizing green superfood packed with protein, antioxidants, and vitamins. Kuli Kuli offers the highest-quality, most sustainable superfoods by partnering with local entrepreneurs and sourcing directly from small farmers, with a focus on African and women-led social enterprises. Kuli Kuli’s superfood powders and snacks are available in 11,000 stores nationwide.

𝗟𝗲𝗮𝗿𝗻 𝗠𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗟𝗶𝘀𝗮 𝗖𝘂𝗿𝘁𝗶𝘀 𝗮𝗻𝗱 𝗞𝘂𝗹𝗶 𝗞𝘂𝗹𝗶 𝗙𝗼𝗼𝗱𝘀

Linkedin: https://www.linkedin.com/in/lisamariecurtis/

Instagram: https://www.instagram.com/kulikulifoods

Website: https://www.kulikulifoods.com/ 

𝗟𝗲𝗮𝗿𝗻 𝗠𝗼𝗿𝗲 𝗔𝗯𝗼𝘂𝘁 𝗖𝗼𝗻𝘀𝗰𝗶𝗼𝘂𝘀 𝗗𝗲𝘀𝗶𝗴𝗻 

YouTube Channel: http://bit.ly/3sG7VEi

Blog: https://bit.ly/3kltV6s

Conscious Design Book: https://www.amazon.com/dp/B09KNMN9BT

Join our Newsletter: https://bit.ly/2U8IlMS

Visit our website: https://www.petermanfirm.com/

We created this content so that creative entrepreneurs like you can integrate social and environmental responsibility into your brand’s DNA through #ConsciousDesign. Ian Peterman, the leading expert in Conscious Design, hosts the Conscious Design podcast and is the co-author of the book “Conscious Design.” If you enjoyed this episode, give it a thumbs up, subscribe to our channel, and share it with your network! Together, we can make sustainable living a global reality.

Ian Peterman is leading the way for conscious design thinking through his book, podcast, and public appearances. His methods for prioritizing restorative, sustainable, and inclusive values to build a legacy of positive impact for his client’s brands have offered an exciting and rewarding approach to the future of good business. The Peterman Design Firm specializes in developing and commercializing products and offers branding and marketing for the missions its clients create. Ian also builds teams and catalyzes growth via fractional COO and CMO services. Ian is passionate about green tech, space exploration, and creating meaningful connections through human-centered planet friendly brands. When he’s not teaching and implementing conscious design he enjoys family, food, and watching the night sky. To learn more about Ian and Conscious Design you can check out @Petermanfirm for the latest podcasts, projects, and events, or find the book on Amazon.

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