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Laurel Orley is co-founder and CEO of Daily Crunch, a sprouted nut brand sold at retailers like Whole Foods, Target, and CVS.
How would you describe your job to someone who doesn’t work in retail? I’m the crunch executive officer of a sprouted nut snack company. Sprouted nuts go through a soak-sprout-dehydrate process that makes nuts and seeds easier to digest, more nutrient dense and crunchier than raw or roasted nuts.
One thing we can’t guess about your job from your LinkedIn profile? A lot of the most important things I do are boring and not LinkedIn-worthy. Some of this includes financial modeling, operations, ingredient sourcing, and all those other fiduciary responsibilities. As my old boss told me in my Unilever days, we have a fiduciary responsibility above all else. Getting accolades and awards are amazing but if you don’t get your financials in order, nothing else matters. That’s not on LinkedIn.
What’s your favorite project you’ve worked on? Expo West is my favorite project of the year! It’s the largest natural products trade show in the US. It’s impressive how much effort goes into preparing for something of that scale. The buzz of being surrounded by so many innovative brands and discovering new trends is exhilarating. Getting to meet the founders behind my favorite brands and ideating with them at Expo West is just the best.
Which emerging retail trend are you most excited about right now, and why? Sustainability! Consumers are increasingly demanding eco-friendly products and practices. Retailers are responding by adopting sustainable practices, using recyclable materials, and offering more environmentally friendly products. Daily Crunch is upcycled certified, where we use food that would otherwise go to waste, like our dried cherries!
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What’s your go-to coffee order? I like a small black coffee and I milk it until midday. It’s usually cold by the time it’s noon but I still love it that way. However, if I have caffeine after lunchtime I can’t sleep at night, so I cut myself off in the afternoon.
Worst piece of advice you’ve received? I’ve had so much horrible advice from so many people who try to “give advice” on how to run my company that I don’t even know where to start. The truth is, you shouldn’t give advice, you should really just share your experience. I’m trying to incorporate this mantra in my overall life, even with my family and friends.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? This may age me but some of my favorite retail products at 15 were Sun-In (it’s the spray that made your hair lighter and had a very distinct smell), Dr. Martens boots (I had so many colors) and Ben & Jerry’s Cookie Dough Ice Cream. That’s still one of my favorites. I also absolutely love our new Daily Crunch Sweet & Spicy Sichuan Sprouted Cashews & Edamame made in partnership with Fly By Jing. It’s launched at Whole Foods Market nationwide and on Daily Crunch and Fly By Jing’s websites in November. It’s addictive!