Webster Lehmann ’22 is the founder of The Better Breakfast Co., an outdoor provisions brand that specializes in cereals made to nourish people during long days of adventuring. An avid outdoorsman, Lehmann created SuperG Granola, which eventually evolved into The Better Breakfast Co.
Getting Inspired
The idea came to Lehmann while working as a summer camp counselor in northern Minnesota. “I needed a tasty, hearty cereal my campers would enjoy and, with some creativity, I found the perfect camping solution,” said Lehmann. With that, the idea for SuperG Granola was formed: a vegan, organic, protein-rich nut-free cereal to fuel one’s body to hike farther, climb higher, and bike faster.
Finding His Audience
In addition to finding a versatile snack for his campers, Lehmann noticed that, after several years of being an outdoor educator, “outdoor supply stores have little to no food solutions, and the few options are bland, extremely expensive, not designed for outdoor use, and not diet friendly.”
The advent of SuperG Granola specifically targets outdoor athletes and recreationists who are staunchly brand focused and loyal — it was important to Lehmann to curate a product that targets an overlooked niche of people and stores.
Why TIA?
Lehmann decided to return to campus this summer because of the rare promise of the TIA Summer Accelerator.
“I’ve always been very entrepreneurial, but after graduating and entering the ‘real world,’ I realized how hard it is to find the time, money, and resources yourself to launch a venture,” Lehmann explained. “The TIA summer program provides an amazing opportunity to focus full-time on my venture, with connections to the resources I need to successfully get it off the ground.”
Summer Objectives
Lehmann’s primary goals this summer are to get his product shelf-ready and to launch his online pre-sale by the end of the program (July 29).
To achieve these goals, Lehmann will be working with the Flour & Salt Bakery during the course of the accelerator to produce a large test batch for customer review, design packaging, and develop a marketing plan for use when his venture officially launches. With a commitment to providing wholesome, energizing cereal options, this plan aims to establish his offering as a standout brand in a competitive market.
While building his brand this summer, Lehmann hopes to connect with Colgate alumni who work with consumer-packaged goods. Working with those who possess insights into navigating potential challenges and streamlining company growth is pivotal to the optimization of his venture.
Lehmann added that he is excited to see how artificial intelligence will play a role in marketing and content creation: “Seeing the new and exciting uses of AI in marketing and content creation has been incredibly interesting,” said Lehmann.
Words of Wisdom
“Stop dreaming and start doing,” Lehman began. “Get comfortable with failing and embrace the unknown — lean into it as a way to learn and grow.”
With a strong belief in these words, Lehmann holds unwavering confidence in the impact of his product on the landscape of outdoor food products.