Eric Gripentrog is a business executive in Portland, Oregon, with 30+ years of leadership experience in the Consumer-Packaged Goods (CPG) industry. He has held several senior positions across the globe, including CEO, SVP, and board membership for other CPG companies.
During his 26 years at Kellogg Company from 1992 to 2018, Eric managed both domestic and international business units with full P&L responsibility. He was Kellogg’s Vice President & General Manager of the Caribbean region and Vice President of Strategy and Operations for North America. He later joined Panera Bread as Senior Vice President and General Manager of its CPG division, where he delivered consistent double-digit growth.
Eric then served as CEO and board member of premium soup manufacturer, Gina Cucina. He held that role for a few years before becoming CEO of HempTown USA in 2020. Today, he is the CEO, Chairman of the Board, and Director of Functional Brands Inc.
Eric is known for his expertise in strategy, operational excellence, and building high-performing teams. He is passionate about leading companies through transformation and growth. Eric has a degree from Western Michigan University.
What is your typical day, and how do you make it productive?
As a CEO of a new micro-cap public company, no two days are ever the same, and that’s what I love about it. My typical day starts early—I’ll review our numbers, key metrics, and market updates to stay grounded in where we are, as a business.
From there, my day is about priorities: supporting our team, talking to investors, and moving the company one step closer to scale. I split my focus between three things— people, progress, and performance.
– People: I stay close to my team. We’re small, so culture and energy matter. A quick check-in or problem-solving can change the day’s momentum.
– Progress: I make sure every meeting ties back to execution—new customers, partnerships, or milestones. We celebrate small wins because they build momentum.
– Performance: I carve out time for strategy—investor calls, communication, and financial discipline. Transparency and trust are key at this stage.
What keeps my day productive is clarity. Every morning, I set three non-negotiables— the three things that must move forward that day. It keeps me and the company focused on results, not just activity.
At the micro-cap level, you can’t afford wasted motion. Every decision matters. But that’s also what makes it exciting. You can see your impact in real time. That’s what drives me every day.
How do you bring ideas to life?
As a hands-on CEO, bringing ideas to life starts with listening to our customers, consumers, our team, and the market. Good ideas often come from the people closest to the work, not just the top. When someone brings up an idea, I like to dig into the ‘why’ behind it: what problem are we solving, and what impact could it have?
From there, I like to move fast into testing. We’ll sketch out a simple version—a prototype, a pilot, or even just a rough process test—and get real-world feedback as early as possible. I’d rather learn from a quick failure than spend months planning something that doesn’t fit.
Once we see traction, I make sure the right people own it. I stay involved enough to clear roadblocks and align resources, but I let my team run with it. My role is to keep the momentum, ask the tough questions, and ensure the idea ties back to our mission and customers.
I like bringing ideas to life by staying curious, acting fast, and learning constantly. Solid Execution is what separates an idea from a result.
What’s one trend that excites you?
The health and wellness trend excites me because it’s not just a market—it’s a significant movement. The latest MAHA report has illustrated some poor health metrics in the United States. We’re now living in a time when people need to take ownership of their health, ask better questions, and seek proactive, natural, and sustainable solutions.
As a CEO in this space, that shift is both a huge responsibility and an incredible opportunity. What inspires me most is the personal impact. Every product we create, every partnership we build, has the potential to help someone feel better, live longer, and thrive. That is powerful and exciting.
From a business standpoint, the growth of this trend is driven by real consumer demand —people are more informed, more intentional, and more values-driven than ever before. They want authenticity and trust, and that’s precisely where we can lead.
But beyond the numbers, it’s our mission that fuels me. Because we ship our products globally, we have the opportunity to help everyone. Health and wellness touch every part of life—physical, mental, emotional, and even community well-being. Building a company that contributes to that kind of positive change is deeply meaningful.
So for me, this trend isn’t just exciting—it’s energizing. It reminds me daily that we’re not just selling products; we’re shaping healthier lifestyles and a better future while Making Everyone Healthy Again.
What is one habit that helps you be productive?
Exercise. I exercise 5-6 times/week. This could include going to the gym to lift weights or do cardio/or exercising in a hot yoga studio with a strong community. I’ve always told my mother that exercising actually helps my mind more than my body.
What advice would you give your younger self?
Slow down to speed up. I’ve always been a person of action, and slowing down to ensure the ‘action’ is fully aligned with the highest priorities will provide the best result.
Tell us something you believe almost nobody agrees with you on?
The future of health isn’t about treatment—it’s about behavior.
Most people still think of innovation in health as new drugs, devices, or technologies— and while those are important, I believe the most significant breakthrough will come from helping people change how they live, not just how they’re treated.
We already know that small daily choices in how we eat, move, sleep, and manage stress determine most of our long-term outcomes. The real disruption will come when companies stop focusing only on selling products and start building systems that make healthy choices easier, automatic, and enjoyable.
It’s not the flashiest view, and it’s not what traditional healthcare investors always want to hear. But I’m convinced the next wave of success in wellness will come from companies that help people live prevention, not just talk about it. This builds a solid network & community for the betterment of humankind.
What is the one thing you repeatedly do and recommend everyone else do?
Create space to think. It may sound simple, but in a world that celebrates constant motion, intentional thinking time is rare and powerful. Every morning, before I open emails or step into meetings, I spend at least 20 minutes reflecting—reviewing our priorities, reconnecting with our mission, and asking myself one question: What will truly move the needle today?
That small discipline keeps me grounded and focused. It turns noise into clarity. I also encourage my team to do the same—to pause, reflect, and realign. Whether it’s a walk, taking a short timeout, or recognizing a quiet moment of gratitude, taking time to think instead of just reacting makes you a better leader, teammate, and human being.
In business and in wellness, the quality of our decisions reflects the quality of our mindset. Protecting that space to think is the best investment you can make in yourself and your company.
When you feel overwhelmed or unfocused, what do you do?
I make it a priority to pause and recalibrate. In leadership, especially in the fast-moving health and wellness industry, clarity is everything.
I’ve learned that when your mind feels crowded, the best investment you can make is stepping back to regain perspective. For me, that often means taking a short walk, breathing deeply, or simply disconnecting for a few minutes to think. Those minor resets allow me to return to the moment with focus and composure.
I also ground myself by reconnecting with our company’s mission. We exist to help people live healthier, more balanced lives, and that purpose reminds me why the work matters, even on the busiest days.
I also distill the noise into action by asking one key question: What’s the most critical thing I can move forward with right now? That question brings immediate focus.
Staying centered isn’t just a personal practice; it’s a leadership skill. The more balanced I am, the better I can lead our team, make clear decisions, and drive the company forward with intention and calm.
What is one strategy that has helped you grow your business or advance in your career?
Leading with authenticity and transparency. In the health and wellness industry, trust is everything. Consumers today are more informed and discerning than ever; they want to know not just what’s in a product, but who’s behind it and what the company stands for. Early on, I decided to help build our brand around openness—sharing our processes, sourcing, and even our challenges and roadblocks.
That level of honesty has built credibility with customers, partners, and investors alike. It’s also attracted team members who believe in our mission and are passionate about doing meaningful work.
Transparency isn’t just a communications strategy—it’s a growth strategy for our business. It creates stronger relationships, drives loyalty, and keeps everyone aligned on a shared purpose. In a space as personal as health and wellness, that kind of integrity is the ultimate competitive advantage.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
One early career failure was underestimating the importance of building the right team before scaling a project. I had a great idea and was eager to move quickly, so I rushed execution without fully ensuring I had the right people in place to support it. The result was misalignment, missed milestones, and unnecessary stress on the business.
I overcame it by stepping back, re-evaluating our priorities, and focusing on recruiting and developing the right talent. I learned to delegate effectively, empower my team, and build a culture where accountability and communication are paramount.
The key lesson I took away is that vision alone isn’t enough—execution depends entirely on the people who bring it to life. Today, I make team building and alignment a non-negotiable part of every initiative, and it has been instrumental in scaling our company sustainably and successfully.
What is one business idea you’re willing to give away to our readers?
Focus on creating micro-moments of wellness that fit seamlessly into daily life.
Too many products ask people to make significant lifestyle changes all at once, which leads to overwhelm and low adoption. Instead, design solutions—whether it’s a supplement, a workout, a fitness app, or a health & wellness service—that help people make small, consistent choices throughout their day. Over time, those micro-moments compound into lasting behavior change and real health impact.
This approach drives meaningful results for consumers and builds brand loyalty, because you’re helping people succeed in a way that’s realistic, simple, and sustainable.
What is one piece of software that helps you be productive? How do you use it?
One piece of software that has significantly enhanced my productivity is ChatGPT. Leading a micro-cap health and wellness company means wearing multiple hats, and ChatGPT has become an invaluable tool across several functions. I use it to streamline communication, accelerate research, and support strategic thinking.
Whether I’m drafting investor updates, simplifying scientific information for consumers, or brainstorming campaign ideas, ChatGPT helps me move faster with clarity. It allows me to pressure-test concepts, refine messaging, and organize thoughts before bringing them to my team. This saves time, improves alignment, and ensures we stay consistent with our mission and brand voice.
I don’t use it to replace human creativity or decision-making. I use it as a thinking partner that helps enhance team output and maintain a high execution pace. For a lean, fast-moving company, it serves as a multiplier, allowing us to operate with the efficiency of a much larger organization.
What is the best $100 you recently spent? What and why?
I recently spent a little over $200 on eBay for a used digital piano—a small but meaningful purchase that reflects my thoughtful and frugal approach to spending on myself. I took piano lessons growing up and owned a piano early in my corporate career, but frequent moves made it hard to play consistently. This purchase is an affordable way to reconnect with music and create a positive personal outlet.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
I recently read “Who Moved My Cheese” by Spencer Johnson. The things I learned from this book are:
- Change is inevitable — expect it.
The “cheese” represents what we want in life (success, love, security, etc.), and it will move — circumstances will shift, markets will change, people will evolve. The sooner we accept that change is constant, the less likely we’ll be caught off guard. - Adapt quickly and let go of the old cheese.
Holding on to the past or fearing the unknown can keep you stuck. Resisting change only leads to frustration. Those who move on and explore new opportunities find new “cheese” sooner. - Keep moving and enjoy the journey.
Change can lead to growth. Instead of fearing it, embrace it with curiosity. The faster you adapt, the more confident and resilient you become in facing future changes
What’s a movie or series you recently enjoyed and why?
I really liked watching Ted Lasso. I appreciated its focus on leadership, emotional intelligence, and team culture. The show highlights the impact of empathy, positive reinforcement, and resilience—qualities I value and try to model professionally. It was both uplifting and thought-provoking, providing a ‘feel-good’ moment before bedtime.