In this episode of Founders in Full, I talk with Joe Weber, founder of Four Star Mushrooms, a Chicago-based mushroom company on a mission to transform our food system through regenerative agriculture, chef-driven partnerships, and urban farming innovation.

Joe’s journey began with a deep interest in ecology and sustainable agriculture. But after a lightbulb moment listening to a Paul Stamets podcast, he realized mushrooms could be the keystone species that brought his vision to life. With no prior experience growing mushrooms, he launched Four Star in 2019—and has been building ever since.

We dive into:

✔️ How a mission-driven vision became a high-growth urban farm in Chicago
✔️ What it really takes to build B2B relationships with top chefs and restaurants
✔️ How the brand grew organically through word-of-mouth and chef credibility
✔️ Why retail is the next big frontier—and how they’re educating consumers along the way
✔️ The power of staying adaptable, making fast decisions, and solving problems that customers never see

If you're building a values-driven business—or thinking about how to scale something rooted in both purpose and product quality—this episode is for you.

About Four Star Mushrooms:
Four Star Mushrooms is a modern mushroom farm growing premium, specialty mushrooms in the heart of Chicago. With a commitment to regenerative practices, local food systems, and strong chef relationships, Four Star is changing the way people think about mushrooms—one dish at a time.

👉 Learn more about Four Star Mushrooms: https://www.fourstarmushrooms.com

👉 Connect with Joe on LinkedIn: https://www.linkedin.com/in/weberjoe1/

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast

In this episode of Founders in Full, I talk with Sarah Spliethoff, founder of Sunniemade, a natural shampoo brand on a mission to simplify haircare with a single, clean, powder-based formula.

Sarah shares how a personal health journey and frustration with traditional haircare products led her to launch something radically different—without any prior experience in beauty or CPG.

We dive into:

• How a single-product focus helped cut through a noisy, saturated market
• What it’s like to build a CPG brand from scratch as a solo founder
• The science, sourcing, and trial-and-error behind her final formula
• Why brand voice and values were central to every launch decision
• How she’s thinking about growth while staying true to her original vision

If you're building a product business—or thinking about how to create something with both purpose and simplicity—this episode is packed with thoughtful insight.

Learn more about Sunniemade: https://www.sunniemade.com

Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarah-spliethoff-2b777716/

Need help with your marketing?

I’m Dan Ritzke, marketing consultant, and Founder of Third Act Marketing. I help growing businesses create clarity, build marketing systems that drive results, and get the support they need—whether that’s a focused project or ongoing fractional leadership.

Learn more about Third Act Marketing: https://www.thirdactmarketing.com

Connect with Dan on LinkedIn: https://linkedin.com/in/ritzke

Know someone who would be a great guest for the podcast?

Apply or refer someone here: https://www.thirdactmarketing.com/podcast

In this episode of Founders in Full, I talk with Will Nitze, Founder and CEO of IQBAR, a company on a mission to fuel brain and body with clean-label functional nutrition products—from protein bars to hydration mixes and brain-boosting coffee.

Will shares his unconventional path from selling software to oil and gas companies to launching a brain-focused nutrition brand out of pure obsession, grit, and a little bit of gray-hat marketing. His story is a masterclass in strategic product development, positioning, and the discipline of staying focused on what really matters.

We dive into:

• How a personal interest in neuroscience led to a category-defining CPG brand
• What most founders get wrong about product differentiation and consumer messaging
• Why he chose Kickstarter—not to raise money, but to validate the market
• The hidden power of Amazon, DTC, and omnichannel flywheels
• Why your product is your best marketing—and why you shouldn’t chase dial-twisting until it’s right
• The value of thinking holistically about marketing, even if it’s not your thing

If you're a founder building a product, leading a team, or wrestling with how to scale efficiently and sustainably, this one’s full of insights that go beyond just food and beverage.

Learn more about IQBAR: https://www.eatiqbar.com

Connect with Will on LinkedIn: https://www.linkedin.com/in/will-nitze/

Need help with your marketing?

I’m Dan Ritzke, marketing consultant, and Founder of Third Act Marketing. I help growing businesses create clarity, build marketing systems that drive results, and get the support they need—whether that’s a focused project or ongoing fractional leadership.

Learn more about Third Act Marketing: https://www.thirdactmarketing.com

Connect with Dan on LinkedIn: https://linkedin.com/in/ritzke

Know someone who would be a great guest for the podcast?

Apply or refer someone here: https://www.thirdactmarketing.com/podcast