Interviews
They Turned an Overlooked Vegetable into a Whole Foods Success Story
How David Spadafora transformed dehydrated okra into a fast-growing functional snack now found in Whole Foods and more than 80 retail locations.
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Okra has been sitting quietly in grocery produce sections for decades. Nutritionally impressive, culturally significant, and almost entirely absent from the snack aisle.
David Spadafora saw an opportunity.
Oh My Okra is a functional snack made from dehydrated okra — clean-label, fiber-packed, and built to fit into modern snacking habits. Within five months of launch, it had expanded into more than 80 retail locations across Canada, landed on Whole Foods shelves, and started making the case that overlooked ingredients can build major brands. We sat down with David to talk about validating with retailers before consumers, moving fast when you're 80% ready, and why the biggest opportunity in CPG might already be sitting in the produce aisle.
The Product and Audience: What is Oh My Okra and who is it for?
Oh My Okra is a functional snack made from dehydrated okra. Packed with fiber and nutrients, it's designed to be a clean-label alternative to traditional salty snacks without sacrificing flavor or convenience. The brand is built for health-conscious consumers, busy professionals, fitness enthusiasts, and anyone looking to snack smarter while avoiding overly processed foods.
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The Spark: When did you launch, and what made you say "I need to build this"?
The idea began during a trip to South Carolina. I came across a dried okra snack that immediately stood out. It was simple, nutritious, and unlike anything commonly found on grocery shelves. That moment sparked a realization: despite its impressive nutritional profile, okra remained one of the most underutilized vegetables in the snack aisle. The opportunity wasn't to reinvent snacking. It was to introduce people to an ingredient that had been overlooked for years.
The Launch: How did you build pre-launch buzz?
Before launching to consumers, we focused on retailers. Instead of spending months generating consumer buzz, we worked directly with distributors and retail buyers to validate demand and gather early feedback. That strategy paid off. Even before launch, distribution partners were eager to bring Oh My Okra into stores, creating strong industry momentum and giving the brand immediate credibility when it officially entered the market.
The First 100: How did you find your first customers?
Relationships made the difference. Working closely with distributors allowed us to quickly secure shelf space in retailers that already attracted health-conscious shoppers. Within just five months of launching, we had expanded into more than 80 retail locations across Canada, helping us rapidly grow well beyond our first 100 customers.
The Advice: What would you tell a first-time founder in their first 90 days?
Don't wait for perfection. Getting something 80% right and launching is far better than waiting endlessly for perfection. I also recommend understanding your margins from day one, finding mentors who have already built successful businesses, and talking directly with your customers as early as possible. Speed, clarity, and learning beat perfection every time.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
Building a brand takes far longer than most people realize. The exciting milestones are real, but they're surrounded by months of uncertainty, careful cash flow management, and steady execution. Founders have to stay disciplined even when progress feels invisible. Success rarely happens overnight. It's built one consistent step at a time.
The Milestone: What has been your biggest "we made it" moment so far?
Landing on Whole Foods shelves changed everything. Getting accepted by one of North America's most respected retailers validated years of work. For our team, it wasn't just about earning shelf space. Watching customers embrace the product in that environment confirmed we had built something capable of competing at the highest level.
The AI Trend: How have you used AI to help your business grow?
AI has become an important decision-making tool for the business. We use it to analyze consumer trends, evaluate new retail opportunities, explore expansion markets, and optimize cost of goods. Rather than replacing human judgment, AI helps us make faster, better-informed business decisions every day.
The Horizon: What should we be excited to see from Oh My Okra in the next six months?
The next six months are focused on growth. We plan to continue expanding our newest product lines, strengthen relationships with existing retail partners, and move further into mainstream grocery channels. We're also accelerating our expansion into the United States, where consumer familiarity with okra creates an even larger opportunity.
The Recommendations: What are your favorite under-the-radar brands right now?
CPG: Educated Beards
The Shop: Where can readers find Oh My Okra?
Oh My Okra is available across Canada at Bulk Barn, Healthy Planet, Whole Foods Market, Walmart Marketplace Canada, select Sobeys locations, and select Loblaws programs in British Columbia. Learn more at ohmyokra.com.
The Connection: Where is the best place to follow along?
Follow along on Instagram at @ohmyokra, or visit ohmyokra.com.
Available at Whole Foods, Bulk Barn, Healthy Planet, and more across Canada.
Shop Oh My Okra
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