My now page. A running snapshot of what matters to me right now. Last updated September 2026.

Boostcous

Almost everything I do right now is Boostcous, the world's first good-for-you couscous. I launched it on my 35th birthday after two years of making batches in my kitchen on nights and weekends. It is 18g of protein, 11g of fiber, gluten free, and ready in five minutes.

Nine months in:

  • More than 15,000 orders
  • More than 450 five-star reviews, 4.9 overall
  • First-order profitable across every channel
  • I still eat it three or four times a week

Most of our marketing budget is going to performance right now. I am looking forward to the day we can shift to brand and make couscous live rent free in people's heads.

Getting onto shelves

The back half of this year is about retail, and it is a completely different game from DTC. Online is relatively simple once you get good at it: make ads, build a site, customers buy. Retail means meeting buyers in person and hoping they are in the right buying cycle, going to trade shows, and designing a box that survives a shelf with fifty other options.

So we redesigned the packaging for the three-second shelf test. "Protein Couscous" is up top so people know what it is, the 18g protein and 11g fiber are called out much bigger, our gluten-free certification is on the front, and the actual product is on the pack. The old box was cute and it sold over 150,000 units, but it never told you what was inside. Two strangers once told me they thought it was alternative milk.

In August I flew to Minneapolis for our first official line review with Target. They loved the new flavors. We get a firm yes or no in November, and it is looking positive.

Watching that review gave me real respect for buyers. They are playing chess with the planogram, spotting trends a year out, and every item that goes on the shelf means another one comes off.

We are also fully stocked on Amazon now, with next-day shipping. We found our first Amazon copycat in August, which I am choosing to read as a compliment.

Hiring our first person

Boostcous is looking for its first hire, a Founding Head of Growth.

Before I launched this I had never logged into Facebook Ads Manager or built a website. Our entire go-to-market engine is me working it out on the fly, and lots of late nights. The mandate is to take what we have built and own it end to end: build a static ad, brief a creator, answer Instagram DMs and launch a landing page, all in the same day. You would work directly with me, and as we scale you would lead the whole marketing org.

What is next

I went on How I Built This this month, on the Advice Line, and asked Guy Raz and Danny Meyer about foodservice. Guy is a big reason starting a business felt possible to me, so that was a full circle moment. Foodservice is the growth lever we are starting to think through, realistically 18 to 24 months out.

Everything else

Before Boostcous I spent a decade in ecommerce, mostly on the software side, helping DTC brands understand where their customers actually come from. Most recently I was GM at KnoCommerce.

I live in Carbondale, Colorado, in a town of 6,700 people, about thirty minutes from Aspen. When I am not shipping couscous I am mountain biking, skiing, rafting, or with my girlfriend Meghan and our dog Banjo. Once a year the town closes Main Street and everyone eats dinner together. This year we brought a Boostcous salad.