Turning Passion for Nutrition into a Thriving Business: Leslie Danford's Formula for Success

The Wild Feather

In this episode of the podcast, Leslie Danford, the founder and CEO of Vitaminis, a clean-label functional food and beverage brand, shares her inspiring journey from being laid off to becoming an entrepreneur. Leslie's background is in finance and consulting, but her passion for health and nutrition eventually led her to launch Vitaminis in 2020.

Leslie's entrepreneurial spirit dates back to her childhood when she displayed early signs of business acumen by writing and selling books to her family. Despite her interest in entrepreneurship, Leslie followed a traditional career path, working in large corporations in the beverage and consumer products industry.

The turning point came in 2020 when Leslie was laid off from her job and faced the challenges of being a stay-at-home mom to three young boys amid the COVID-19 pandemic. This period of reflection and necessity led her to consider her passion for health and wellness and the need for products that offer natural, clean-label nutrition.

Leslie's journey to create Vitaminis was a gradual process. She began by conducting extensive research, interviewing friends, family, and colleagues to understand their nutritional needs and challenges. This process helped her refine her idea and focus on immune support, a critical need during the pandemic.

To bring her vision to life, Leslie had to navigate the complex world of formulation and production. She sought guidance from industry experts and conducted meticulous research to find the right partners for product development. Despite the challenges, her determination and persistence paid off.

One of the key takeaways from Leslie's journey is the importance of persistence and resilience. She faced rejection initially but didn't give up. Instead, she continued to build relationships and refine her product until she secured opportunities with retailers like Fresh Time.

Leslie also emphasizes the significance of getting feedback and not striving for perfection from the start. By putting her product out into the market and listening to customer feedback, she was able to make necessary improvements and adjustments.

Currently, Vitaminis is available in various retail stores, and Leslie continues to connect directly with customers through their website. Her story serves as a testament to the power of determination, adaptability, and the pursuit of one's passion in the world of entrepreneurship.

Learn More at: Vitaminis

The Wild Feather Podcast