Nadine Habayeb (Bohana) – The Future of Superfood Healthy Snacks, How Eastern Traditions Have Migrated West, and Finding Product-Market Fit

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Our guest today is Nadine Habayeb, CoFounder & CEO Bohana. Bohana is a popped water lily seed snack brand that believes in a free-spirited snacking.

Thank you Madeline Keulen for the introduction!

You can follow Nadine on Twitter @Nadinodxb. You can also follow your host, Mike, on Twitter @mikegelb. You can also follow for episode announcements @consumervc. For all episodes, please visit

On book that inspired her personally is Sell Your Specialty Food: Market, Distribute, and Profit from Your Kitchen Creation by Stephen Hall. One book that inspired her professionally is Shoe Dog: A Memoir by the Creator of Nike by Phil Knight

In this episode we discuss –

  1. What initially attracted Nadine to entrepreneurship and led her starting Bohana?
  2. The early days of Bohana. Did she do any market research to see if popped water lily seeds would be something that folks in the U.S. would want to buy? What was the insight? How did she approach the supply chain? Why did she choose to go direct to farmer? Why was investing in the brand so important from the very beginning? How did she think about distribution and price? When did she find product-market fit?
  3. Was there a moment when she had the assumption of thinking your target demographic was this specific type of person – interests/age, etc. where when you came to market, it turns out it was actually a different demographic or consumer profile that was loving the product? Once she was able to make a wedge in the market, how did she expand outward from her initial customer base? How did she approach fundraising? What made her consider fundraising?
  4. What made her apply to Shark Tank? How was that experience? How has COVID affected her strategy and company? What’s the future of superfood snack food in the United States?What is one piece of advice for early founders?

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