Building SIMPLi: Family, Mission, and Regenerative Food

In this episode, Elliot sits down with Sarela Herrada and Matthew Cohen, the husband-and-wife co-founders of SIMPLi— the leading regenerative organic certified pantry staples brand known for their heirloom beans, single-origin grains, and premium olive and avocado oils.What started with a tent pitched on the border of Peru and Bolivia, a view of Lake Titicaca, and a quinoa harvest has grown into a purpose-driven business spanning 13 countries, with offices in Philadelphia and Lima. But the real story here is everything that had to happen alongside the business — three kids under three, a culture reset, a global pandemic, supply chain disruptions, and now tariffs.Sarela and Matt open up about:The origin of SIMPLi— from Sarela's upbringing in Peru and her early experience with the American food system to the moment the company was bornWhy they had to stop leading with sustainability and start leading with product attributes (including the nutrient density data that's turning heads)The fundamentals that saved them: gross margin, EBITDA, and contribution margin as their North Star KPIsThe evolution of leadership — from doer to architect to builder of capacity — and what it takes to not get stuckHow they approach energy management, resilience, and showing up for their team when the business is all-consumingThe culture reset that changed everything, including their eight norms frameworkWhat's keeping them up at night: capital access, new SKU launches, and the pantry club at eatSIMPLi.comTheir vision for SIMPLi as the gold standard in regenerative food — and Matt's goal of a one-night camping trip with the familyThis one is for every entrepreneur navigating the beautiful mess of building something meaningful while also trying to be present for the people you love most.