From Kitchen Startup to National Brand: How Lewis Goldstein Is Betting Big on Buckwheat

On this episode of Gluten-Free Unwrapped, I chat with Lewis Goldstein, CEO of Maine Crisps and Better with Buckwheat, to talk about what it takes to scale a small, mission-driven CPG brand.Lewis joined Maine Crisps in 2022 with a bold goal: to transform a beloved mom-and-pop gluten-free cracker brand into a nationally recognized company built around the power of buckwheat. Since then, the brand has seen impressive growth, expanded into major retailers, and continued to highlight buckwheat as a nutritious, naturally gluten-free superfood.In our conversation, Lewis shares how founder Karen Getz first created Maine Crisps in her kitchen. We talk about how the company evolved from a small regional brand into a fast-growing national business.Lewis also explains why buckwheat deserves more attention, from its status as a complete protein to its naturally gluten- and grain-free nutrition profile, and how sourcing Maine-grown buckwheat supports regenerative agriculture and sustainable farming practices.We also dive into the realities of scaling a food company: navigating distribution and balancing growth with the integrity of a clean-ingredient brand.In this episode, we discuss:The origin story behind Maine Crisps and founder, Karen GetzLewis's backstory and how his experiences have shaped the company he now runsWhy buckwheat is one of the most underrated gluten-free superfoodsHow Lewis helped grow Maine Crisps into a nationally recognized brandLewis’s advice for founders building mission-driven food brandsConnect with Lewis and Maine CrispsWebsite: mainecrisp.comInstagram: @mainecrispFacebook: @mainecrispLinkedIn: @Maine Crisp Co.Connect with Jenny Finke (host)Follow Love Me Gluten Free on Instagram (@lovemeglutenfree) and Facebook (@lovemeglutenfreebox).Follow Jenny's founder content on Instagram at @goodforyouglutenfree and subscribe to her newsletter at welcome.goodforyouglutenfree.com.Connect with Jenny on LinkedIn https://www.linkedin.com/in/jenniferfinke/Order a Love Me Gluten Free subscription box at lovemeglutenfree.comChapters00:00 Introduction to Maine Crisps and Lewis Goldstein01:35 Lewis Goldstein's Background and Journey10:31 Transitioning Maine Crisps to a Professional Brand14:55 The Importance of Buckwheat in Maine Crisps26:29 Karen's Founding Story and the Role of Buckwheat34:29 The Movement for Organic and Healthy Eating38:36 Leadership Challenges in a Family Business44:32 Trends in the Consumer Packaged Goods Industry50:16 Personal Insights and Inspirations56:59 Where to Find Better with Buckwheat Products