Lin Jiang - Disrupting Brown Sugar and Maple!

CPG Troublemakers

Mar 16 2023 • 49 mins

Chinese native Lin Jiang is the Founder and CEO of Yishi Foods, an Asian-inspired breakfast food company based in Chicago. After moving to the United States, Lin began craving the porridge her mother used to prepare for her as a child. Wanting to bring flavors to the US she grew up loving, Lin set out to create a nutritious and functional breakfast option, making the morning ritual more enjoyable.

Aside from being a full-time entrepreneur, Lin is completing her MBA from the University of Chicago Booth School of Business. She is the recipient of Chicago Booth’s C200 Women in Business Award.

In this episode…

Breakfast is the most important meal of the day, yet people skip eating a balanced and nutritious breakfast. The most conventional options are not the healthiest and contain exorbitant amounts of sugar.

This is what business leader Lin Jiang realized after relocating to Chicago from China. While attending college, she adopted poor eating habits. After indulging in American cuisine, she desired meals with less sugar and healthier ingredients. Remembering how much she loved porridge as a child, she shopped for American oatmeal growing frustrated with the few sugary flavors brands offered. Inspired by her Asian heritage, she created her brand focusing on diverse flavors and essential nutrients.

Learn more in this episode of the CPG Troublemakers as host Steve Gaither chats with the Founder and CEO of Yishi Foods, Lin Jiang. Lin discusses what inspired her to create Yishi Foods, how her brand makes oatmeal innovative, why peer-to-peer networking is imperative, and her strategy for expanding Yishi Foods.