How Pistakio Grew 10x by Letting Customers Build the Brand

Two recent college grads turned a dorm room pistachio recipe into a fast-growing food brand—by letting their community call the shots. Nicola Buffo and Francine Voit, co-founders of Pistakio, share how they pivoted from pistachio mayo to a sweet pistachio spread one week before their first big grocery pitch, built a loyal following on social media because a college professor forced them to start posting, and turned customer DMs into their best-selling products—including their crunchy spread and date bark. In this episode, Nico and Fran talk about: How a last-minute product pivot landed them in Portland's biggest local retailer Why they said no to Shark Tank and Target before they were ready How community-led product development drove 10x growth Building a brand in public from day one (even with terrible dorm room lighting) The café tour strategy that gets customers to try the product risk-free Navigating a business partnership that's also a romantic relationship The $20,000 TikTok agency mistake and what they learned from it Why taste—not health trends—is their only non-negotiable Whether you're starting a food business, looking for community-driven marketing strategies, or figuring out when to say no to big opportunities, this episode is packed with real talk and actionable advice for ecommerce entrepreneurs. For more on Pistakio and show notes click here:

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How Pistakio Grew 10x by Letting Customers Build the Brand is an episode from Shopify Masters | The ecommerce business and marketing podcast for ambitious entrepreneurs by Shopify.

This episode is 00:47:06 long.

This episode was published on Apr 9, 2026.

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