Building One of the Fastest Growing CPG Companies in History | Peter Rahal of David Protein & RXBAR
Sep 20, 2026 · 1:20:42
Peter Rahal, who sold RXBAR for $600 million, argues founders must deeply understand their products as he explains why he abandoned investing to build David Protein and Medici Brands. He says the protein bar is the wedge toward the most important food company of the 21st century, competing with Nestlé. He details David's brand values of intelligence, beauty, and discipline, and his strategy of hiring former founders and treating the organization itself as a product. He explains buying Epogee, the single-source supplier of his key fat substitute (David was 150% of its supply), cutting off three rivals, and the antitrust suit dismissed three times. He also covers choosing Greenoaks without an auction, channeled dyslexia-fueled anger, and a decentralized org where performance earns freedom.
