"Everything costs twice as much, and takes twice as long" with Jack Schrupp

Jack Schrupp is a high school teacher, coach, and the founder of Drink Wholesome. He could not find a protein powder made with real foods that actually tastes good, so he made his own. Learn more at https://www.drinkwholesome.com/

Can you tell our readers about your background?

My name is Jack Schrupp. I am a high school teacher, coach, and the founder of Drink Wholesome.

What inspired you to start your business?

The idea for Drink Wholesome came to me while I was ski racing in college. At the time, I could not find a protein powder made with real foods that actually tastes good, so I made my own.

Where is your business based?

Drink Wholesome is based in Gilford, New Hampshire.

How did you start your business? What were the first steps you took?

I launched Drink Wholesome in early 2020. I had hoped to grow my community through event marketing, but this was quickly rendered impossible by the pandemic. Unfortunately, almost all large sporting events were cancelled in the United States, which meant that I had to find new ways to spread the word. I ultimately created a sample program on my website, which allowed me to share my product and solicit feedback.

What has been the most effective way of raising awareness for your business?

Word of mouth has been hugely instrumental in the growth of Drink Wholesome. Slowly but surely my community has grown through referrals.

What have been your biggest challenges and how did you overcome them?

Launching a business during the pandemic has been challenging to say the least. Only weeks after launching my supply chain was hamstrung by global ingredient shortages and sluggish manufacturing. This made it impossible to source several of my ingredients. In order to rebuild my crippled supply chain, I partnered with other small food/beverage businesses. We pooled resources and shared contacts.

How do you stay focused?

I seek out conversation with other entrepreneurs when I am feeling distracted.

How do you differentiate your business from the competition?

Drink Wholesome is made with real food ingredients – ingredients you can pronounce and find in your kitchen. Our vanilla protein powder, for example, is made with just 6 real foods: egg whites, coconut, chickpeas, vanilla, monk fruit, and sea salt. We list these ingredients in a big, bold font on the front of the package. This is a radical departure from the typical – looks nothing like real food – ingredient list you will find on most protein powders.

What has been your most effective marketing strategy to grow your business?

I do next to no paid advertising. Instead, I partner with aspiring professional athletes who, in exchange for free product, help me spread the word within their communities.

What's your best piece of advice for aspiring and new entrepreneurs?

Everything costs twice as much, and takes twice as long.

What's your favorite app, blog, and book? Why?

My favorite blog is 100 Days of Real Food. It has recipes for people, like me, who try to eat real foods.

What's your favorite business tool or resource? Why?

My Dymo Label printer. It is the most reliable printer I have ever had, and I never go anywhere without it.

Who is your business role model? Why?

UnTapped (Williston, VT) is an incredible, community driven company that uses maple syrup for sports nutrition.

How do you balance work and life?

I exercise. Exercise clears my mind and helps me transition between being a teacher and coach, and building a small business.

What’s your favorite way to decompress?

I love formulating new flavors of protein powder.

What do you have planned for the next six months?

I hope to partner with local retailers. (Drink Wholesome is currently an ecommerce business.)

How can our readers connect with you?

Facebook and Instagram @drinkwholesome