He Burned Out Abroad, Then Ground Seeds Into A Nutrition Empire

Simon Malone was grinding seeds by hand in a Thai yoga retreat kitchen when it hit him — what if every nutrient your body needed could live in a single blend? Fourteen years later, that morning epiphany is Ka’Chava, a whole-body nutrition brand that spent a decade as direct-to-consumer only, deliberately resisting the retail land grab that defines most CPG playbooks. Now expanding into physical stores with a retail-specific product strategy and a new Coffee flavor that was heavily requested by customers, Malone is building what he calls a category that didn’t previously exist — the space between food and supplements.

Knox: Ka’Chava started with a chia seed and a Thai wellness retreat. Take us back to the moment the idea clicked — what were you grinding by hand that morning, and when did you realize this could be more than a personal experiment?

Malone: Ka’Chava started with a seed of an idea—an actual seed!

Growing up with my mom in Northern California, I was exposed to hippie culture: the farmers markets, health food co-ops and community gardens. She instilled in me the importance of natural foods and healthy eating at a young age.

Fast forward to the early 2000’s: I was living and working abroad and leading a pretty fast-paced, stressful existence. I wasn’t taking care of my health and had burned out both mentally and physically. I decided to go on a wellness retreat in Thailand – doing meditation, hot yoga, and eating clean.

I was introduced to chia seeds by a friend in yoga class who showed me how to soak them in water to form a gel that promotes satiety and aids digestion. It sparked my curiosity into superfoods and other natural ingredients with real functional benefits for body and mind. I wondered what else was out there and became obsessed with collecting and experimenting with all kinds of seeds, roots, berries, herbs, etc…

One morning while grinding ingredients by hand, I had an epiphany: What if I combined everything into a single, ready-to-go blend that could nourish your whole body from head to toe? That’s how the idea of Ka’Chava was born.

Interestingly, the name Ka’Chava originates from the Mayan word for Earth. The name was chosen to represent a deep connection to nature and the idea that optimal wellness starts with whole-food nutrition sourced directly from the earth. It underscores the brand’s commitment to creating products rooted in nature, sustainability, and the belief that what we put into our bodies should be as close to the earth as possible.

Over the past 14 years we’ve been laser-focused on perfecting a single formula designed to support whole-body health. While the recipe has continued to evolve, the foundational focus has remained the same, offering people all-in-one nutrition powered by nature’s most nutrient-dense foods.

Knox: You’ve said Ka’Chava intentionally seeks out its pickiest critics during R&D. How do you balance the tension between scientific formulation, taste that actually gets people to come back, and the trust that comes from a clean label?

Malone: Our primary goal is to fill nutritional gaps that many people experience, even those who eat healthy. We believe that to truly thrive, we need to provide the nutrients our bodies are often missing.

From a research and development perspective, we invest a tremendous amount of time obsessing over and refining both taste and texture. We intentionally seek out our pickiest critics and customers. This approach allows us to iterate and continuously improve. We return to these testers multiple times throughout the process until we know we’ve truly nailed it.

Our secret recipe lies in a deep empathy for what people genuinely desire, coupled with the patience and discipline to perfect our product before bringing it to market. This ensures that when consumers choose Ka’Chava, they can trust they’re getting a product that not only meets their nutritional needs, but also delivers on taste and experience.

Knox: With over 85 superfoods sourced globally — Maca Root from Peru, Sacha Inchi from the Amazon — your supply chain is inherently complex. Walk us through how you find, vet, and lock in these ingredients while maintaining quality at scale.

Malone: Our mentality is simple: if you’re not aiming to make the world’s best product, why even get out of bed in the morning?

We’re serious about quality and safety, and that starts with how we source our ingredients. We intentionally source incredible superfoods from around the globe, with each one going through a rigorous testing process throughout multiple stages. Before we think about approving an ingredient, it has to pass extensive screenings. But we don’t stop there, we keep testing during and after production, with validation from our independent third-party labs to ensure everything meets our high standards.

Cost isn’t our main driver; we prioritize finding the highest quality ingredients, no matter what. With over 85 superfoods and nutrients packed into Ka’Chava, it takes a top-notch supply chain team and solid relationships with suppliers worldwide to maintain that quality at scale.

At the end of the day, it’s all about delivering the best for our customers!

Knox: You just launched a Coffee flavor on March 10th — decaf Brazilian beans, no caffeine buzz. What did customer demand data tell you that surprised you, and how does a new flavor ladder up to Ka’Chava’s mission rather than just extending the line?

Malone: We just launched our new Coffee flavor on March 10, and the response has been phenomenal! We tapped our customers to see what flavor they wanted next. To our surprise, Coffee stole the show!

We aimed to craft the most delicious coffee flavor without the caffeine buzz, using rich, smooth decaf Brazilian coffee beans. It fits perfectly into our mission of Whole Body nutrition because it adds that comforting coffee experience to your morning ritual, all while delivering the all-in-one nutrition that Ka’Chava is known for.

It’s all about providing our community with options that align with their lifestyles while ensuring they get the nutrients they need to thrive. We’re excited to be part of those everyday moments!

Knox: Ka’Chava was direct-to-consumer for its first decade. Now you’re entering retail — but you’ve described it as “phases, not waves.” Walk us through the playbook: How do you decide where to expand, what metrics tell you a retail door is working, and how do you protect a premium brand from the margin and positioning pressure that retail creates?

Malone: We’re intentionally strategic. Our goal is not to be everywhere at once, it’s to be right everywhere we are.

We believe Ka’Chava can live in many retail environments over time, but each retailer requires the correct product format, price point, and shopper mission. Expansion without alignment can dilute a premium nutrition brand quickly, so we scale retail in phases rather than waves.

Our playbook is data-driven: We start with controlled distribution. Measure velocity and repeat behavior. Learn from shopper feedback. Adjust assortment or positioning. Then expand.

Retail isn’t a land grab for us — it’s a learning system.

Knox: Why did Ka’Chava move from DTC into retail after being direct-to-consumer for so long?

Malone: For the first 10 years, staying DTC-only was intentional. It allowed us to obsess over product quality, build deep relationships with our customers, and really understand how people were using Ka’Chava in their daily lives. We weren’t in a rush to scale distribution — we were focused on building trust.

Over that decade we developed something more valuable than reach: we built loyalty and awareness with a passionate consumer base that understood the brand and advocated for it. That foundation matters because retail amplifies who you already are — it doesn’t fix who you aren’t.

When we eventually entered retail, the goal wasn’t simply to “expand channels.” It was to meet customers where they already feel comfortable shopping. Not everyone wants to discover nutrition products online, and many consumers prefer discovering health products in a physical environment where they can see, compare, and trial. Retail became a natural extension of our relationship with the customer rather than a replacement for DTC.

Knox: What was different about how you launched in retail?

Malone: We didn’t take our DTC product and drop it onto a shelf.

We launched with a retail-specific product designed for the realities of physical stores — price architecture, trial behavior, and shelf decision-making are very different from a subscription purchase online. Retail shoppers often want a lower commitment entry point, faster understanding of value, and immediate consumption occasions.

Because of that, innovation became the bridge. Instead of forcing the DTC model into retail, we built a product that allowed consumers to experience the brand in a way that made sense for that environment.

That approach protects both channels. DTC remains the best place for deep engagement and routine usage, while retail becomes the best place for discovery and accessibility.

Knox: What does success in retail look like for Ka’Chava?

Malone: Success isn’t maximum doors… It’s sustainable doors.

We want Ka’Chava to exist in the places where it genuinely improves the shopping experience and reaches customers who otherwise wouldn’t engage with the brand. Over time we expect to show up across multiple retail channels through innovation, but always with discipline around product-market fit and pricing integrity.

Knox: Health and wellness might be the noisiest shelf in America right now. You’re claiming Ka’Chava sits in a category that doesn’t fully exist yet — between food and supplements. What makes that positioning defensible rather than just aspirational?

Malone: I think we’re unique in that we genuinely want to simplify the lives of our customers by providing all their essentials in one!

Most products on the market fall into one of two broad categories: either a food or a supplement. We’re pioneering a whole new category that combines the best of both together – we call it Whole Body Nutrition.

Ka’Chava goes beyond the macros like protein, fiber and healthy fats – and also provides a full spectrum of vitamins and micronutrients that affect everything from your digestion, immune system, and brain function to your energy levels, skin health and metabolism.

We crafted Ka’Chava for people who want to feel in control over what they put in their body. For health-conscious label readers who care deeply about clean, natural ingredients. For those who understand the importance of holistic, whole-body wellness and refuse to compromise on quality, taste or convenience.

We believe that in order to make comprehensive nutrition truly attainable, it must be both easy and enjoyable. You shouldn’t have to choose between something that’s healthy or tastes delicious.

Knox: What’s been the hardest leadership lesson — the one that actually changed how you operate, not just what you believe?

Malone: One of the toughest lessons I’ve learned is that you can’t scale a business on great products alone. Building a team of great people is even more important.

We’ve experienced tremendous success, but as we grew the demands of the business soon began to outpace the bandwidth of the team, myself included.

We expanded and were intentional with how we grew, thoughtfully partnering with experts who could help us execute at a higher level while also fitting in with our culture. It meant learning to let go of tasks that weren’t my core strengths and focusing on where I could really add value.

I’m proud of how far we’ve come and the incredible team we’ve built—a group with a down-to-earth mentality and a high-performance culture.

Life is too short. We should spend our time working with people we genuinely enjoy and respect – who inspire us to do our best work, and yes, have fun while doing it!

Knox: With GLP-1 drugs reshaping how millions of people think about appetite and nutrition, where does Ka’Chava fit in a world where people are eating less but need to eat smarter?

Malone: I believe we’re heading toward a future where consumers will increasingly demand cleaner, more natural products in every category. People are looking for comprehensive, all-in-one solutions that simplify their daily wellness routines, and that trend will only grow stronger.

As appetites continue to wane with the rise of GLPs, it’s going to be crucial for everyone to focus on nourishing themselves with nutrient-dense, protein-rich foods instead of just filling up on empty calories.

At Ka’Chava, we are at the forefront of this movement, providing innovative, wholesome options that empower people to make healthier choices easily. We’re excited to play a key role in shaping this future where nutrition is both accessible and enjoyable!

Knox: Five years from now, what does success look like — for Ka’Chava as a brand and for you personally?

Malone: In five years, we aim to solidify our position as the leading provider of premium, whole-body nutrition. We’ll continue to obsess over taste, quality and innovation, offering products that we’re genuinely proud of. While building a brand and fostering a community that inspires people to become the best versions of themselves.

Wellness can feel overwhelming and often leaves people confused, and we want to cut through that noise. Our mission is to help simplify things because whole-body wellness doesn’t have to be complicated. At its core, it really comes down to three key elements: good nutrition, good sleep and a good sweat.

When we focus on these basics, we empower ourselves to show up every day at our best—for ourselves and the people we love.