Episode 140
January 10, 2023

Going Buck Wild

with Emily Griffith, Founder and CEO of Lil Bucks

About this episode

Emily Griffith joins the show today to talk about her journey to becoming the Founder and CEO of Lil Bucks. Emily and Lee talk about her struggles with ADHD and feelings of shame, how she hired a burnout coach to help her get back on track, and how she fell in love with buckwheat while living in Sydney, Australia.

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In This Episode You’ll Hear About:

  • (1:30) More about Lil Bucks, a sprouted buckwheat brand that offers a healthier alternative to granola and snacking with their grain-free superfood clusters and sprouted buckwheat crunch that you can enjoy on top of your smoothies, yogurt, oatmeal, or even in your salad.
  • (4:00) More about Emily and what it was like for her growing up as the oldest of four, with parents in the corporate world but having the entrepreneurial spirit from a young age
  • (7:30) What she wanted to be when she grew up, and the path she took to start following her dreams, leading her to study marketing and graphic design
  • (8:30) How she got a scholarship to go a semester abroad, why she chose Sydney, Australia, and why she chose to move post college
  • (10:40) The steps she took when she was diagnosed with ADHD, and how she navigates it while being an entrepreneur
  • (19:15) How she discovered sprouted buckwheat while she was enjoying a smoothie bowl at Bondi Beach in Australia 
  • (23:18) More about Lil Bucks flavors and varieties of snacks and granola
  • (27:00) Lil Bucks retail strategy, and how they’ve started to sell into retailers 
  • (37:15) What’s next for Lil Bucks with new retailers and moving their supply over to regenerative, organic, and certified ingredients 

To Find Out More:



“I honestly can’t think of anything else that would make more sense for me, given what I'm good at and how I operate, entrepreneurship just makes sense.”

“In entrepreneurship, it’s important to know what you're good at, what you're not good at, what triggers you, what lights you up, what really stresses you out, and building your tasks and days around with those things in mind.”

“It’s all about building systems and mindfulness in your life to take care of yourself”

“You have to be okay with uncertainty.”

“I feel like I was like born on the planet to bring buckwheat to the people.”

“If you see these random super food seeds on the shelf and you don't know what to do with them, it's collecting dust.”

“In retail, you have a maximum of two or three seconds to catch someone and convince them they should buy your product.”

“You have to be the advocate for your own brand or company always.”

“Know when to ask for help, and allow yourself breaks and grace cause it is a very imperfect road. And I don't think it's ever perfect.”

Read the transcript

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