Beryl Stafford: ProtonMail’s end-to-end encryption revolutionizes email privacy, the importance of traditional recipes for brand identity, and navigating the challenges of partnering with Costco | How I Built This

Costco's pricing demands challenge snack brands to balance affordability with maintaining authentic, traditional recipes.

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Add us on Google by Editorial Team Mar. 25, 2026

Key Takeaways

• ProtonMail’s end-to-end encryption ensures user privacy, distinguishing it from traditional email services.
• Sticking to traditional recipes can solidify a brand’s identity and longevity.
• The snack bar market is highly competitive, requiring constant innovation to meet consumer demands.
• Costco’s pricing strategy poses challenges for manufacturers due to its demand for low prices.
• Manufacturers must adapt production processes to meet Costco’s fluctuating demands.
• Entrepreneurial success is driven more by desire, focus, and time than by intelligence.
• Maintaining brand authenticity can be more beneficial than following fleeting industry trends.
• Understanding consumer preferences is crucial for product innovation in competitive markets.
• Large retailers like Costco can provide visibility but also impose significant pricing pressures.
• Operational flexibility is essential for manufacturers to manage partnerships with major retailers.
• The competitive landscape requires brands to continuously innovate to sustain market share.
• Perseverance and community support are key elements in building a successful brand.
• Entrepreneurs should focus on long-term brand authenticity rather than short-term trends.
• The realities of building a consumer packaged goods brand involve navigating complex market dynamics.
• A strong brand identity can be achieved by maintaining traditional values and recipes.

Guest intro

Beryl Stafford is the Founder and Owner of Bobo’s Baked Goods, a nationally distributed vegan snack brand that now sells in over 7,500 US stores including Whole Foods, Wegmans, and Kroger. She started Bobo’s in her Boulder kitchen 15 years ago after her daughter’s baking project became a necessity-driven business venture, and she bootstrapped the company for 12 years while maintaining hand-baking operations with around 100 bakers to preserve the product’s artisan quality. Her commitment to quality control and direct sales—including hand-delivering bars to retailers across the country—transformed a homemade recipe into a national brand.

The importance of email privacy

• ProtonMail offers a unique feature of end-to-end encryption to protect user privacy.

• Protonmail changes that default end to end encryption so only you and your recipient can read your messages not advertisers not big tech not even proton.

  — Beryl Stafford

• Traditional email services often lack comprehensive privacy measures.
• Understanding the importance of email privacy is crucial in today’s digital age.
• ProtonMail’s approach differentiates it from conventional email providers.
• User privacy is a significant concern with many tech companies.
• ProtonMail’s encryption ensures that only intended recipients can access the messages.
• This feature is a major selling point for privacy-conscious users.

Sticking to traditional recipes for brand identity

• Sticking to traditional recipes can create a lasting brand identity.

• We are sticking with what the bar was in the beginning which is just an old fashioned cookie that your grandmother could bake in her oven and will be a 100 year old brand.

  — Beryl Stafford

• Maintaining authenticity can be more beneficial than following industry trends.
• Traditional recipes can resonate with consumers seeking authenticity.
• A consistent product offering can strengthen brand loyalty.
• The decision to maintain traditional recipes reflects a strategic branding choice.
• This approach can help differentiate a brand in a crowded market.
• Long-term success can be achieved by focusing on brand authenticity.

Navigating the competitive bar market

• The competitive landscape in the bar market has intensified significantly over the years.

• Yes, it’s very competitive and you might have a great promotional period it might not last you’re constantly trying to innovate and figure out what the consumer wants.

  — Beryl Stafford

• Brands must continuously innovate to meet changing consumer preferences.
• The snack bar market requires agility and adaptability from brands.
• Understanding consumer demands is crucial for product development.
• Competitive pressures necessitate constant innovation.
• Market dynamics can shift rapidly, impacting brand strategies.
• Success in this market hinges on understanding and anticipating consumer needs.

Challenges of partnering with Costco

• Costco’s ruthless pricing strategy can create challenges for manufacturers.

• Costco is tricky because it’s great it’s visible you’re costco but also costco is ruthless they need you to give them the lowest lowest lowest price so they can sell it for slightly slightly higher price but that’s still really low.

  — Beryl Stafford

• Manufacturers face significant pricing pressures when partnering with Costco.
• Visibility in Costco can boost brand recognition but comes with challenges.
• Manufacturers must balance visibility with the demands of low pricing.
• Adapting to Costco’s demands can disrupt production processes.

• When things get very busy when when we’re heavy with costco we use our co packer.

  — Beryl Stafford

• Operational flexibility is crucial to manage Costco’s fluctuating demands.

The mindset for entrepreneurial success

• Success is about desire, focus, and time rather than intelligence.

• It’s not about being the smartest person in the room it’s about desire focus and time and and that’s what I learned.

  — Beryl Stafford

• A strong mindset is essential for overcoming entrepreneurial challenges.
• Perseverance and focus are key drivers of business success.
• Entrepreneurs should prioritize long-term goals over short-term gains.
• Personal development plays a crucial role in achieving success.
• The journey of entrepreneurship requires dedication and resilience.
• Success is often a result of consistent effort and strategic focus.

Maintaining brand authenticity

• Sticking to core values can strengthen brand identity.
• Authenticity can differentiate a brand in a competitive market.
• Long-term success is often tied to maintaining brand authenticity.
• Consumers value brands that stay true to their original vision.
• Authentic branding can build lasting consumer trust and loyalty.
• The decision to maintain authenticity reflects a strategic choice.
• Brands that prioritize authenticity can achieve sustained growth.
• Authenticity can be a powerful tool in building a recognizable brand.

Understanding consumer preferences

• Consumer preferences drive product innovation in competitive markets.
• Brands must stay attuned to changing consumer demands.
• Understanding consumer needs is crucial for successful product development.
• Market research can provide valuable insights into consumer behavior.
• Anticipating consumer trends can give brands a competitive edge.
• Consumer feedback is essential for refining product offerings.
• Brands that align with consumer preferences can achieve greater success.
• Staying connected with consumers can inform strategic decisions.

The role of perseverance in business

• Perseverance is a key element in building a successful brand.
• Overcoming challenges requires determination and resilience.
• Entrepreneurs must be prepared to face setbacks and obstacles.
• Perseverance can lead to breakthroughs and long-term success.
• A resilient mindset is crucial for navigating the complexities of business.
• Persistence can help entrepreneurs achieve their vision.
• The journey of entrepreneurship is often marked by perseverance.
• Success is often a result of sustained effort and determination.

Building a consumer packaged goods brand

• The realities of building a consumer packaged goods brand involve navigating complex market dynamics.
• Entrepreneurs must understand the intricacies of the consumer goods market.
• Building a brand requires strategic planning and execution.
• Market dynamics can present both challenges and opportunities.
• Entrepreneurs must be adaptable to succeed in the consumer goods industry.
• A deep understanding of consumer behavior is essential for brand success.
• Building a brand involves balancing innovation with market demands.
• Entrepreneurs must be prepared to navigate the competitive landscape.

Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.