Kettle & Fire’s founders, Justin and Nick Mares, turned a simple idea into a $100 million business by tapping into America’s hunger for real, old-school nutrition. Starting in 2015, they saw that folks were tired of processed foods and wanted something honest—like the bone broth our grandparents might’ve made. They didn’t wait for fancy investors or big approvals. Instead, they tested the waters with a basic website and presales, proving there was demand before diving in.
Their big break came from connecting with health communities online, like PaleoHacks, where people were already talking about bone broth’s benefits. This grassroots approach let them grow fast without relying on flashy ads or corporate tricks. They kept things lean, using influencer marketing to spread the word organically. Partnering with everyday folks who loved their product, they built trust the old-fashioned way—through real recommendations, not slick advertising.
The Mares brothers focused on quality, using 100% grass-fed beef and eco-friendly packaging. They didn’t cut corners, even when scaling up. This commitment to traditional values—like clean ingredients and sustainable practices—set them apart from Big Food companies pushing cheap, unhealthy options. When they hit a snag in 2018 with a failed soup launch, they didn’t bail out or beg for handouts. They tightened their belts, learned from the mistake, and doubled down on what worked.
Today, Kettle & Fire is in over 12,000 stores, including Whole Foods, and their online sales are booming. They’ve stayed true to their mission: fixing America’s broken food system by bringing back nutrient-rich foods that heal instead of harm. While other companies chase trends or depend on government subsidies, Kettle & Fire shows how innovation and common sense can revive real food traditions.
Justin Mares isn’t stopping there. His newer ventures, like non-alcoholic Surely Wines, continue challenging industries that push low-quality products. It’s a reminder that healthy choices don’t mean sacrificing taste or convenience. In a time where “Make America Healthy Again” isn’t just a slogan but a necessity, Kettle & Fire stands as a beacon for entrepreneurs who believe in doing things right—no shortcuts, no compromises.
