Turning Nuts Into Butter
Denise Jane from New York
What do you like most about New York?
What I love most about being based in New York City is the constant energy, creativity, and diversity of flavors around every corner. It’s a place where innovation meets tradition — you can discover global cuisines on one block and farmers market produce on the next.
What’s your backstory?
I worked as a financial and crypto attorney, navigating high-pressure deals and regulatory challenges. Everything shifted when my stepdad became sick, and my mom gave me a bag of pistachios during that time. I started researching their benefits and learned they’re one of the most nutrient-dense nuts — rich in heart-healthy fats, plant-based protein, and antioxidants.
After long days at the office, I would come home and make pistachio butters by hand, often until two or three in the morning. It was a way to channel my energy into something nourishing and creative during a difficult period.
What are your income streams?
Online and retail
How have you attracted new customers?
We’ve grown through a mix of sampling, retail partnerships, and storytelling. Our launch into Whole Foods Market Northeast opened the door to a much wider audience.
The greatest impact has come from in-person demos and events.
If you could go back, would you do anything differently?
I would have sought fundraising earlier in the journey. In the beginning, I didn’t fully understand the complexities of the CPG world — from distribution and retail relationships to marketing and inventory management — and I tried to carry too much of it myself.
I also would have brought on more fractional experts earlier on, whether in sales, operations, or branding. Having the right people in the right roles sooner would have accelerated our growth and allowed me to focus more on steering the brand strategically.
Do you have a favorite motivational quote?
"The people who are crazy enough to think they can change the world are the ones who do." – Steve Jobs
Pet dog, Louis
Where can we find you online?
www.seedandshell.com