Kuli Kuli Foods - Surviving an Avalanche and Building a Brand That Lasts

Oct 4, 2025

I had such a powerful and eye-opening conversation with Lisa Curtis, Founder & CEO of Kuli Kuli Foods. 

Lisa shared her incredible journey that began in the Peace Corps in Niger, where she first discovered moringa, a nutrient-packed “tree leaf” that transformed her health.

 

What started as a simple act of self-care in a rural village has grown into Kuli Kuli Foods, a pioneering superfoods brand that now partners with thousands of small farmers across Africa and India, empowers women, and brings nutritious, climate-smart foods to shelves nationwide.

Lisa opened up about the early hurdles, navigating FDA approvals, raising money through crowdfunding, and hustling at farmers' markets, and how those small proof points led to partnerships with Whole Foods, Walmart, and more.

 

We also explored the resilience it takes to keep going for over 12 years, her gratitude practice, and the leadership lessons that continue to guide her. This episode is packed with inspiration for entrepreneurs and food lovers alike.

Here are some highlights from our conversation:

 

• How a Peace Corps experience in Niger led to the discovery of moringa and sparked the founding of Kuli Kuli Foods.

 

• Overcoming early supply chain and regulatory challenges, including a $70,000 FDA hurdle with creativity and mentorship.

 

• The role of farmers' markets and crowdfunding in proving demand and landing Whole Foods as their first big customer.

 

• Building impact by partnering with 3,000 small farmers and reinvesting 10% of profits into community projects worldwide.

 

• Lisa’s advice for entrepreneurs: map out small proof points, celebrate wins, and keep the courage to start and persist.

Join me, Ramon Vela, as I listen to Lisa’s inspiring story of grit, gratitude, and global impact, and to discover how Kuli Kuli is changing the way we think about superfoods.

For more on Kuli Kuli Foods, visit: https://www.kulikulifoods.com/

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review. 

Plus, don’t forget to follow us on Apple and Spotify. 

Your support helps us bring you more content like this!

*

Today’s Sponsors:

REViVE Amazon Marketing Partners: https://revivemp.com/

REViVE Amazon Marketing Partners helps better-for-you CPG brands win on Amazon with niche expertise, founder-led strategy, and a true partnership model. Built by a CPG founder with a successful exit, REViVE only works with brands it believes in. Are you curious if Amazon is right for you? Book a Free Deep Dive Strategy Session today.

 

Workspace6 - Private Community for 7, 8, 9-figure Brands: https://www.workspace6.io/

Workspace6 is a private community where over 950 seven-, eight-, and nine-figure brand operators share insights, solve problems, and accelerate growth. It's the anti-fluff operator's room, and for your first 30 days, it's just $1. Get real answers and skip the trial and error.