Keenan Smith, founder and CEO of Goodwolf, took home the top prize at this year's Natural Products Expo East Pitch Slam.
Goodwolf makes water kefir, a raw, living probiotic drink from traditionally fermented kefir crystals. Capitalizing on two fast-moving categories—kombucha and sparkling water—Smith, who is a former natural foods sales broker, decided to put his energy and expertise into his own company. Here, he explains the origins of kefir crystals (is it extraterrestrial?), as well as the legend of the two wolves and the evolution of the Goodwolf brand.