In 2006, Justin Gold was mountain biking when a life-changing idea struck him: a business plan that helped make his nut butter brand, Justin’s, a household name. Gold had been selling nut butters at a popular farmer’s market in Boulder for two years by that point. He’d landed a coveted placement in the local Whole Foods Market, too. But at the time, consumers still gravitated toward a handful of traditional peanut butter brands. So, despite positive feedback from customers, Justin’s had yet to t