Jukka Peltola worked in the gaming industry before launching a food brand. He was busy developing games at Rovio, the powerhouse that created Angry Birds. He had no experience in food nor a co-founder who was steeped in the food business. But he decided to switch gears, leaving behind his gaming days for a chocolate factory. Why such a dramatic career shift?
More companies need to focus on trust and quality ingredients that are good for consumers, not just bottom line economics, he says. Health, not disease is the premise of Goodio, which produces health-conscious snacks and treats, namely raw chocolate bars.
“I was looking at food labels and had a question: “What if there was a food brand you could trust?” he recalls in an phone interview from his Helsinki offices. “It felt a bit crazy, at least for the people around me, since I don’t have an entrepreneurship background in the food business. But personally I didn’t care, I just had a passion and I thought it might be my advantage to see things outside the box to make the change I felt was so important.”
In 2011, he began tinkering with chocolate. “I rarely ate chocolate because I was interested in sports and keeping fit. I thought it wasn’t good for you. Turns out it can be.”
As a health food enthusiast, Peltola researched the benefits of cacao — an ingredient that is often overlooked as being gluttonous, not nutritious. Though chocolate sales fetched $98 billion in 2015, they were primarily for the sugary candy type.
Read the full story at Forbes.com.