"Grocery is the biggest business you never think about," he says. "It moves incredibly slowly. We had no idea of the hurdles."
He should know. He's spent the last three years in a virtual industry crash-course, pushing a product that has flummoxed grocers, aroused fear (then love) in consumers, and out-maneuvered some of the biggest food manufacturers on earth. And he did it with pancake batter in a whipped cream can.