Behind the Brand: West Wolf Medicinals
Meet West Wolf Medicinals' Founder, Nicole Wolf
I was thrilled to be featured in a brand spotlight by our natural foods industry community. Thank you, Naturally Colorado, for your interest in our founder, the brand, and our journey! We appreciate the community support and the opportunity to share the West Wolf Medicinals story.
Read below to learn more about me, Nicole Wolf, and contact us if you need any support! Otherwise, feel free to shop our selection of fruiting body extract mushroom supplements online today.
1. What is the name of your company?
West Wolf Medicinals — We are the Wolfs out West! (Okay, kinda corny, but all our family is back East.)
2. What is your title?
Founder
3. Where is your company located?
Boulder, Colorado
4. How did you hear about Naturally Colorado? What made you become a member?
I was actually following Naturally Boulder before I even had the idea to start a CPG company. We were learning to farm, and I'm fascinated that the US natural foods industry basically began here, so I was researching orgs and studying the industry.
5. What size is your company?
2 employees + awesome freelancers!
6. What inspired you to start your company?
Well, it was kinda desperation… I was suffering from the symptoms of perimenopause and thought I had early dementia! A friend in the mushroom space (we farm mushrooms too) suggested extracts to help with night sweats and brain fog. I didn't know that medicinal mushrooms can be beneficial if extracted. My only relation to them was being served reishi tea in Asia. Well, after much research, I finally found a quality extract that cooled my symptoms in a week. I realized how hard it was to find potent, organic extracts from fruiting bodies… so in a moment of insanity, we thought — we can create something different and be totally transparent as to our quality, sourcing, everything!
7. Why did you choose to focus on the natural and organic industry?
It feels so important to be a disruptor in the industrial food chain and organic chips away at that factory food space. Also, with mushrooms, you want organic because contaminants can build in the fruiting body. We believe we are all connected — and organic food is just healthier for humans and for the planet.
8. What was the biggest challenge you faced during the early stages?
Packaging. Hands down. We are trying so carefully to be as green as possible… but our mushroom powders can't be exposed to any air in the packaging… so compostable is out. We are now switching to recycled and recyclable tins… even though it adds to our cost of goods.
9. What keeps you up at night regarding your business?
Marketing. How to invest enough in the right marketing to let people know we exist!
10. What strategies have been effective?
Going to events has been a huge lift. We learn what people want, what their pain points are, what they know about mushrooms, and bump up our cash flow in the process!
11. How important is networking?
It's so important — every industry is relational. And, natural foods are no exception! We joined new circles of CPG founders, some all women too, to share and help, support and gripe!
12. What is one piece of advice that has changed your life?
Live the questions — because you'll never know all the answers.
→ Connect with Nicole — learn more about our team and West Wolf Medicinals.
