inspiring entrepreneurs
nali seeber of goldmine
Nali, can you briefly walk us through your story – how you started and how you got to where you are today.
Goldmine is a woman-founded, modern wellness brand based in Northern California. We create functional blends of organic, sustainably sourced herbs and supermushrooms that help you think, create, move, and feel your best all day, every day.
Born out of our own burnout, we were searching for natural ways to manage stress. We discovered adaptogens—but thought we could create something better than other products on the market. We wanted something that spoke to our lifestyles, was easier on the body, and tasted great. So, we created Goldmine! We collaborated with herbalists to perfect our everyday adaptogen blends that support the immune system, mood, focus, gut health, energy, endurance, and longevity.
We're passionate about sustainable and fair labor sourcing. All our ingredients are potent, certified organic, and grown sustainably using regenerative practices in their natural environments. Our mushrooms are fruiting body, grown on wood, dried in the sun, and rich in beta-glucans.
We believe that sharing these tools for melting stress and boosting health will not only help people feel better, but also find more capacity for what they love. Let’s share the healing goodness of this #tastyplantmagic powder, one scoop at a time.
The story of how I joined Goldmine is equally rooted in our commitment to a sustainable and environmentally conscious mission. My father and our business partners were on the lookout for a small company that was making a positive impact. One of our owners, Mike, had always been deeply passionate about plants and ingredients. We were inspired by Goldmine and their mission and decided it would be a great company to join and support to grow. At the time, I was working in the tech industry, and left my full-time job to take the reins from Rachel, the original founder of Goldmine. Rachel kindly trained me for three months, and I transitioned into coordinating production, managing operations, and cultivating our partnerships, collaborations, and events.
This journey has been about combining our collective passion for wellness, sustainability, and quality to create something special at Goldmine. It's a story of dedication to crafting exceptional adaptogenic blends and upholding our values, from the earliest stages of sourcing to the final packaging. We are driven by a shared belief in the potential of adaptogens to enhance people's lives and well-being.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Certainly. Goldmine's journey has had its share of challenges. We faced a significant obstacle when we experienced stock outs for about 6 months due to unforeseen obstacles with the supply chain and co-packing during the pandemic. We lost a significant deposit into a production that didn’t come to fruition, and then switched to a new co-packer, ensuring high quality control throughout the process. Despite the early cash flow stress during these transitions, we're proud to uphold our quality standards.
As co-owner and General Manager, I've felt a strong sense of responsibility to carry the company forward while caring deeply about our mission. This journey has included both hard work and provided me freedom as a business owner; it's been a fulfilling ebb and flow. The key has been finding little pockets of time dedicated to nourishing, inspiring, and invigorating myself so that I can show up with more capacity for this work.
We’ve been impressed with Goldmine, but for anyone who might not be as familiar, can you share a little about what you do and what sets you apart from others?
Goldmine is a woman-owned and operated adaptogen company that focuses on crafting unique adaptogenic blends to help people manage stress and support overall well-being. What sets us apart is our unwavering commitment to quality and sustainability. We prioritize sourcing high-quality ingredients from regenerative farms, particularly fruiting body mushrooms over mycelium, for superior nutrient density. We work closely with experts who grow their mushrooms in sunny greenhouses and sun-dry their mushrooms to absorb vitamin D. Not only does our dedication to regenerative farming methods & sustainable sourcing set us apart in the CPG industry, but our potency per serving of powder is incredible. Our beta-glucan concentrations (tested with each harvest) are very high. Beta-glucans are amazing for boosting immunity, gut health, and more.
We use recyclable glass and compostable seals to help ensure that even the packaging components can return to the earth in an eco-friendly way. This approach aligns well with the ethos of responsible and sustainable sourcing that Goldmine upholds, contributing to a more environmentally conscious and eco-friendly product lifecycle.
We’re especially obsessed with your gorgeous package design - can you tell us a little about the process of launching a product?
Our package design is a labor of love. It's a balance of aesthetics and functionality, ensuring our products stand out on the shelf while conveying our commitment to quality and care. Packaging is a crucial first impression for our customers.
How much do you think the first impression of your packaging effects potential sales?
Packaging is often the first touchpoint for customers, and it's significant in shaping their perception of our brand. A beautiful, well-designed package can capture attention, convey our values, and build trust. While the content and efficacy of our blends are paramount, the packaging plays a substantial role in attracting and retaining customers.
As the keeper of the vision of the company, any big plans for the future?
Absolutely, we have exciting plans for Goldmine's future. We aim to continue expanding our product offerings, and bring adaptogens to a broader audience.
Our commitment to sustainability and wellness will remain at the forefront. Additionally, we plan to engage more deeply with our community, bringing adaptogens and holistic wellness products to festivals, healing centers and retail providers, continuing to make a positive impact on people's lives. It's been an incredible journey so far, and we're eager to see where it leads us in the coming years.
Follow the Goldmine journey at @drinkgoldmine and drinkgoldmine.com.
