We sit down with Peter Ferrari, founder and CEO of Jaka Sugar, a wellness-driven startup on a mission to reinvent one of the most misunderstood ingredients in our food system: sugar. After a successful career in real estate development, Peter made a radical pivot into the highly competitive health food industry to introduce Americans to a rare sugar called allulose—an FDA-approved, zero-glycemic alternative that tastes and behaves like real sugar.

Peter opens up about the childhood trauma that sparked his obsession with health, the personal transformation that led to his wellness journey, and the surprising chain of events that introduced him to allulose. He explains why most sugar substitutes fail the taste test, how Japan quietly embraced this ingredient years ago, and what it takes to build a premium food brand from scratch—backed by VaynerMedia and fueled by purpose.

We cover:

• Why Peter left real estate to start a sugar company
• The science behind allulose—and why it matters for your health
• How taste, branding, and trust make or break wellness products
• What the “Pepsi Challenge” taught him about market perception
• Lessons from launching a DTC brand with world-class assets
• Why the current food movement is the biggest opportunity for wellness brands

If you're a health-conscious consumer, founder, or investor curious about the future of food and functional wellness, this is a conversation you won’t want to miss.

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