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Katlin Smith is the founder and CEO of Simple Mills, a Chicago-based company at the forefront of a clean food movement that is shaping the next generation of natural foods. Named to the Forbes 30 Under 30 Class of 2017, Smith launched Simple Mills in 2013 to provide a cleaner alternative to the natural baking mixes then on the market. Today, despite a crowded market space with long-established competitors, Simple Mills ranks as the #1 fastest-growing natural baking mix and cracker brand, the #2 natural baking mix brand by dollars sold, and the #3 natural cracker brand by dollar volume.