“If you don’t recognize the ingredient, your body probably won’t either” – Katlin Smith

Katlin Smith is the founder and CEO of Simple Mills, a Chicago-based company at the forefront of a clean food movement that is shaping the next generation of natural foods. In just a few years, the company has become the #1-selling natural baking mix and #2-selling natural cracker brand and begun penetrating the natural frosting and cookie categories.

She has been widely recognized for these achievements, including being honored with Forbes 30 Under 30, Inc. 30 Under 30 and Progressive Grocer’s Top Woman in Grocery awards in 2017 alone.

Katlin launched Simple Mills in 2013 to provide a cleaner alternative to the natural baking mixes then on the market. Today the company offers the ONLY baking mixes, crackers, frostings and cookies that are free of gluten, grain, dairy, soy, GMOs, excessive sugar, and artificial flavors and fillers, in many cases providing the only viable option for consumers who have restricted diets either by choice or necessity (like me!).

Simple Mills products are currently distributed in more than 9,000 conventional and natural grocery stores ranging from Whole Foods to Target, Albertson/Safeway, Costco, Jewel, Meijer, Sprouts and Wegman, as well as through leading online retailers.

My favorite quote from this episode:

“Consumers more and more are playing a direct role in the marketing of brands… what has been really interesting is with this shift of using our phones so much we’ve become such huge either brand advocates or brand critics as individuals, that we very quickly we can share out the brands that we really like or the brands we are frustrated with. So it is really important for companies to make sure they have a really positive relationship with their consumers”

To connect with Simple Mills, you can:


If you are ready to become a social entrepreneur and implement movement marketing into your brand, don’t hesitate to schedule a consultation with me for a Conscious Business Makeover experience.


For every positive review left on iTunes I am having 5 trees planted as a “thank you”! Please, subscribe and leave a review if you are enjoying the show. ?????