How Pipcorn Popped into Snack Popularity

Photos courtesy of Pipcorn
From experiments in a tiny apartment kitchen to the highly frequented aisles of popular retailers like Whole Foods, Pipcorn has come quite a long way over the years.
Check out the fascinating history of this company and what makes its snacks so unique.

A kernel of an idea
Pipcorn’s story began in 2011 when siblings Jeff and Jen Martin were packing up her apartment in Chicago for a move. Hungry for a snack, they decided to reach for the nearest nourishment that wasn’t boxed up: a packet of heirloom popcorn. Jen had brought it home from the health-food store where she worked, but its unusual coloring perhaps made it seem a tad less appealing than the average bag of yellow-glazed microwave popcorn kernels. Still, the Martin siblings were peckish enough to give it a go.

The results were shocking. Despite it popping surprisingly small, it turned out to be the most delicious popcorn they’d ever eaten. They instantly craved more but discovered that these grains were difficult to come by. Undeterred, they went right to the source by tracking down the Indiana farmer who grew the kernels.

Now in reach of virtually endless quantities of heirloom popcorn, an idea popped into the Martins’ heads: to recreate that winner of a recipe and share the wealth with the whole world. So they teamed up with Jeff’s wife, Teresa, and the trio officially founded Pipcorn.

Spreading the news
Of course, the name and initial recipe were only the first steps. Pipcorn’s founders faced an uphill battle in getting their name out there and making people aware that their miniature, distinct snack was a winner. Fueled by a shared passion, they whipped up batch after batch in their home kitchens using simple tools like an ordinary spaghetti pot, packing servings in handstamped paper bags. They then slotted spots at events like Smorgasburg Market, New York City’s bustling open-air food fair, and set up an online shop to ship out their products to curious customers.

Those early days were long and sometimes grueling for the founders, given their limited resources and fierce competition from companies large and small. The financial toll of being struggling entrepreneurs was immense, with Jen eventually moving into a friend’s closet to save money.

But then they were gifted a kernel of hope from none other than Oprah Winfrey. After one of her scouts sampled their snack and reported back, she reportedly fell in love with it and eventually added it to her list of Favorite Things—a veritable kingmaker’s collection of noteworthy merchandise. This major milestone helped launch Pipcorn to nationwide recognition. (The product has since been featured three more times on Oprah’s list.)

The Pipcorn difference
So what exactly makes this snack special enough that Oprah herself had to share the word? Attribute it to the original heirloom kernels that caught the founders’ attention. This isn’t just ordinary corn but a traditional variety that’s been carefully cultivated for over a hundred years. Unlike the genetically modified kinds we typically see in our food today, heirloom corn is open-pollinated, meaning natural factors like insects, birds, and wind fertilize the plant and stimulate sprouting, allowing for greater genetic diversity that’s better for the environment.

The difference is a variety of distinct colors, a special crunchy texture, superior flavor, and more healthy nutrients like fiber and antioxidants. And Pipcorn’s commitment to quality extends to every element of its recipes, not just corn. The company uses only simple ingredients like non-GMO sunflower oil, sea salt, real spices, and organic cheddar cheese, and it refuses to incorporate artificial color additives, instead sourcing them from foods like paprika and annatto. Take the Truffle Mini Popcorn, one of Pipcorn’s original recipes. It flavors the heirloom corn with hints of real truffle, rosemary, and sea salt for a refined-yet-comforting snack.

Making it big
Even after launching into snack stardom thanks to Oprah’s publicity, the founders knew that more resources would be essential to help their company grow. In fact, the mounting demand for Pipcorn was as much a burden as it was a blessing. In need of investors, the trio opted to accept an invitation to be on ABC’s Shark Tank.

One of the show’s “sharks,” Barbara Corcoran, saw potential in the company and extended a generous offer: she would invest funds in it and provide her mentorship as well. The results were instantaneous. “In the twenty-four hours after we aired, we had 7,000 orders on our website,” says Jeff Martin. “In the three months leading up to our airing, we had 26 orders. That’s a pretty significant impact!” The company’s founders say they knew they had “made it” when they finally saw their products on the shelves nationally at Whole Foods Market.

A lip-smacking assortment
Since the founders’ successful TV appearance and subsequent guidance from Corcoran, Pipcorn has expanded its snack line to dozens of flavorful foodstuffs, including the Shark Tank Sampler Pack that spotlights ten of their most popular products. Additionally, they offer options such cheese balls, twists, and dippers in a variety of exciting flavors like jalapeño cheddar. Unsure where to start? Take the Pipcorn Snack Soulmate quiz for a personalized recommendation.

Even more new products are on the horizon, and one thing is for certain: as long as the brand stays true to the authentic ingredients—like distinct heirloom corn—that set it apart from other ultraprocessed snacks, they’re bound to be worth a bite.

For more info, visit pipsnacks.com

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