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KIND is a company that focuses on providing healthy snacks that are good for your body, taste buds, and the world. Daniel Lubetzky, the founder and chief impact officer of KIND, shared with Fortune in a recent interview.
Having grown up in Mexico City, Lubetzky’s father was a Holocaust survivor with minimal education. After law school, Lubetzky worked at Peaceworks, a nonprofit organization promoting Israeli-Palestinian peace. Frustrated with the lack of healthy snack options in New York, he launched KIND in 2004, selling it to Mars for $5 billion.
In the interview with Fortune, Lubetzky discusses his upbringing, early jobs, criteria for entrepreneurs on Shark Tank, and the challenges of funding KIND’s success.
Here is a condensed and edited transcript of the conversation:
Tell us about your childhood.
I grew up in Mexico City, and my family moved to San Antonio, Texas when I was 16. My father, a Holocaust survivor, had minimal education and built a successful business in duty-free stores on the Mexico-United States border.
What was your education like?
I attended a Jewish-Mexican immigrant school in Mexico City, followed by public high school in San Antonio, Trinity University, and Stanford Law School.
What were your early business ventures?
From a young age, I was involved in various entrepreneurial endeavors, including magic shows and selling watches. My father introduced me to the watch business, which I later expanded to kiosks in shopping malls.
Do you still practice magic?
Yes, I enjoy practicing magic. I used to perform an annual magic show for my team. Recently, I performed a mentalism act at the closing dinner for the KIND deal.
What were your initial jobs?
Due to work permit restrictions, I started my own businesses, such as a lawn-mowing and car-washing service. I also worked at law firms and later founded Peaceworks, focusing on Israeli-Palestinian collaboration.
How did you transition from Peaceworks to KIND?
While running Peaceworks, I struggled to find healthy snacks in New York. This led me to create KIND bars, emphasizing whole ingredients over processed ones. The initial bars were handmade, preserving the natural integrity of the ingredients.
Who were your first taste-testers?
I personally tested every batch of KIND bars, ensuring quality control. Despite pressure to expand the product line, I focused on perfecting the original bar to maintain brand integrity.
Do you still distribute KIND bars?
Yes, I continue to hand out KIND bars wherever I go, maintaining a personal connection with consumers. I carry boxes of bars during travels and make an effort to engage with people.
How did you fund the early stages of KIND?
Initial funding came from personal investments and friends, totaling $100,000. Despite struggles to attract investors, the company remained profitable. In 2009, a private equity investment of $5.1 million allowed for further growth.
What led to the decision not to sell KIND?
Private equity investors pushed for a sale, but I resisted, ultimately buying back their shares at a high valuation. The decision was challenging but proved to be the right move for the company’s future.
Can you share your experience with the Mars acquisition?
KIND’s success attracted global interest, leading to the need for international expansion. Concerned about losing control of the brand to competitors, we sought an investor for support. The acquisition by Mars provided the opportunity to grow globally.
What is your current role at KIND?
As the chief impact officer and founder, my role is to ensure that KIND stays true to its core values of kindness to the body, taste buds, and the world.
What can we expect from your role on Shark Tank?
I aim to provide authentic and constructive feedback to entrepreneurs, balancing honesty with kindness. My approach is to offer valuable insights while nurturing the entrepreneurial spirit.
What advice do you have for young entrepreneurs?
I encourage young entrepreneurs to focus on substance over appearance, prioritize integrity, and be open to feedback. Balancing passion with discipline is key to long-term success.
Who is a business leader you admire?
I have great respect for fellow sharks on Shark Tank, such as Kendra Scott and Daymond John, for their entrepreneurial journeys and commitment to helping others succeed.
How do you maintain work-life balance?
While past years were marked by intense work and little rest, I now prioritize balance and self-care. Finding time for family, personal well-being, and professional growth is essential.
As an entrepreneur, it’s important to invest in yourself and your relationships to achieve long-term success.
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