Building One of the Fastest Growing CPG Companies in History | Peter Rahal of David Protein & RXBAR

Peter Rahal is the co-founder of RXBAR, David Protein, and Medici Brands. After selling RXBAR for $600 million, he tried investing and quickly discovered he was miserable watching other people run companies. He explains why he returned to protein bars, why founders must deeply understand their products and how he plans to build the most important food company of the 21st century. Peter describes the intelligence, beauty and discipline behind David's brand, how growing up with dyslexia shaped his competitive drive and why he channels anger and resentment into company building. He also details his approach to hiring former founders, building a culture of truth seeking and humility and treating the organization itself as a product. Peter walks through the acquisition of his critical ingredient supplier, Epogee, the supply agreements that protected his business and what he would change about communicating the decision to other entrepreneurs. He shares why he chose Greenoaks as an investor, why speed matters more than maximizing a fundraising valuation and how he is building a decentralized organization where leaders master their products, confront problems and earn their autonomy. Show notes: https://www.davidsenra.com/episode/peter-rahal Made possible by Ramp: ⁠https://ramp.com AppLovin: ⁠https://applovin.com/senra Deel: ⁠https://deel.com/senra David Senra Website: https://www.davidsenra.com X: https://x.com/davidsenra Instagram: https://www.instagram.com/davidsenra LinkedIn: https://www.linkedin.com/in/davidsenra Facebook: https://www.linkedin.com/company/senrashow Threads: https://www.threads.com/@davidsenra Spotify: https://spti.fi/TVrr557 Apple Podcasts: https://apple.co/4msoZtb Peter Rahal Medici: https://www.medicibrands.com X: https://x.com/PeterRahal Instagram: https://www.instagram.com/peterrahal LinkedIn: https://www.linkedin.com/in/peter-rahal-037bba43 Chapters 00:00:00 Life after selling RXBAR for $600 million 00:07:29 Going all in and burning the boats 00:11:48 Building the most important food company of the 21st century 00:13:49 How a brand is like a human being 00:21:07 Why Peter always chooses the hard path 00:28:17 From zero to $300 million in two years 00:29:59 Why Peter started selling frozen cod 00:32:51 The organization is the product 00:36:56 Why he recruits former founders 00:41:15 Buying his supplier and victimizing his competitors 00:51:56 How Neil Mehta and Greenoaks earned a spot on the cap table 00:55:47 How Peter fundraises 01:00:31 Running a business is like a river 01:04:16 Why the company is named Medici 01:06:28 Bureaucracy is not inevitable 01:11:48 Why Peter has 25 direct reports 01:16:06 Peter's principle of reactionary leadership support 01:17:45 On divine discontent and loving the fight

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