Inspiring Conversations with Paul Lutz of GreeNut Butter

Today we’d like to introduce you to Paul Lutz.

Hi Paul, please kick things off for us with an introduction to yourself and your story.
My fascination with superfoods began at around age 18 when I was training for my first marathon. I began to notice how elite endurance athletes were fueling themselves and immersed myself in the world of superfoods. I experimented with my own diet/supplement routine and began noticing the benefits for myself. Using adaptogenic and functional foods to increase personal health, happiness and performance is endlessly interesting to me. Years later, I was working a sales job where I met my business partner (Harold Martin). At the time, I was adding kale & spinach leaves to my peanut butter sandwiches as a way to sneak in extra nutrients- to my surprise, you couldn’t taste the greens in the sandwich at all. We spent nights and weekends brainstorming how we could bring the idea of infusing nut butters with superfoods to life. We launched a Kickstarter over the Summer of 2020 and the company has been snowballing ever since!

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Running GreeNut Butter is a new opportunity to learn every day. From figuring out how to effectively storytell via social media to learning how to fulfill our first retail POs to finding the best ingredients (with the best margins) on the market, there’s a new challenge every day. We have to wear many hats running a small business: customer service representative, content creator, fulfillment, delivery person, manufacturing, website designer, social media manager, and many more- it’s truly a 24/7 job that never turns off. That being said, it’s my passion, I wouldn’t have it any other way.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
At GreeNut Butter, we make organic, small-batch, superfood-infused nut butters. We’re proud to be the first “green-infused” nut butter on the market. We’re committed to providing organic, sustainable, innovative, nourishing & nutritious plant-based products to the world. We strive to make it easier for people to eat delicious, green & healthy food. We’re most proud of our clean, high-quality ingredients. GreeNut Butter is (and always will be) organic, non-gmo & gluten-free. Look out for more delicious products coming from us soon, we’ve spent the past year developing an energy bite product that’s almost ready for release. We also LOVE the community we’ve built largely through social media- if you’re reading this feel free to reach out to us on Instagram!

Are there any important lessons you’ve learned that you can share with us?
Running a business is a marathon, not a sprint. Patience & persistence pays off, time & pressure. Don’t be afraid to ask for help from others around you, delegate tasks to those more talented than you- we all have a unique skill set. Above all, I truly believe there’s room for everyone to succeed. Lift up and celebrate those around you, creative over competitive always wins.

Where can we find your product?
We’re available at all Erewhon Market locations and on our website greenutbutter.com!”

Contact Info:

• Email: greenutbutter@gmail.com
• Website: greenutbutter.com
• Instagram: instagram.com/greenutbutter
• Facebook: facebook.com/greenutbutter

Image Credits
Chris Pieta & Monty Corron