Kirsten Maitland is the founder of Rebel Cheese, pioneering artisan plant-based cheeses and scaling a national brand by turning viral moments into lasting growth through bold innovation and relentless customer focus.

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Guest Resources

Rebel Cheese – Check out Kirsten’s website. First-time customers get two free wheels with their order.

Rebel Cheese Locations – Stop by Rebel Cheese in Austin or NYC’s Lower East Side.

3 Value Bombs

1. You don’t need to be an expert to disrupt an industry. Beginner’s eyes create fresh opportunities.

2. Never compromise on quality, even when faced with explosive demand. You only get one chance to win skeptics.

3. Owning your vertical, obsessing over R&D, and listening relentlessly to customers fuels long-term innovation.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: From Tech to Cheese: How to Engineer a Plant-Based Business That Disrupts a Legacy Industry

[1:37] – Kirsten shares something she believes about becoming successful that most people disagree with.

You don’t have to be an expert in your field to succeed.
Beginners ask disruptive questions and stay curious.
Fresh eyes can spot opportunities that seasoned experts dismiss.

[3:28] – Kirsten shares her inspiration to take on the dairy industry with Rebel Cheese.

Went plant-based but couldn’t find artisanal alternatives for brie, cheddar, etc.
Created Rebel Cheese to fill the gap without compromising flavor or texture.
Studied traditional cheese-making techniques and applied them to plant-based mediums.

[6:43] – Kirsten talks about what it takes to turn skeptics into believers.

Started with brick-and-mortar shops in Austin and NYC to encourage tasting.
Relentless focus on flavor, texture, and quality.
Weekly innovation and constant iteration.

[8:15] – Kirsten tells why owning the vertical is a game-changer.

Can innovate and launch new products in hours instead of months.
Lower costs, higher control over quality and margins.
Constant feedback loop drives rapid improvements.

[9:34] Kirsten talks about how she handled explosive demand after Shark Tank and NYT features.

Learned from earlier missteps with sudden New York Times coverage.
During Shark Tank spike, prioritized quality over speed.
Transparent communication with customers built trust and loyalty.

[11:34] – A timeout to thank our sponsors.

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[15:30] – Kirsten talks about bold pricing and why she chose premium positioning.

Rebel Cheese wheels cost 2–3x more than plant-based competitors.
Comparable to artisanal dairy cheese pricing.
Premium price signals brand value, ethics, and sustainability.

[18:03] – Kirsten shares how tech and automation helped her scale.

Leveraged AI to audit shipping invoices and recover $200,000 in overcharges.
Built lean systems to keep operations efficient.
AI saved the company tens of thousands and replaced costly manual labor.

[20:10] – Kirsten talks about why founders should obsess over R&D and customer feedback.

Continuous innovation, even on top sellers.
Treat customer feedback as fuel for experiments.
Constant testing leads to surprising breakthroughs.

[22:04] – Kirsten gives her closing value bomb and what must disruptors embrace from day one.

Launch fast, get feedback, and refine.
Don’t let lack of expertise stop you.
Success comes from the market’s response, not credentials.

[22:45] – Call to action.

Rebel Cheese – Check out Kirsten’s website. First-time customers get two free wheels with their order.
Rebel Cheese Locations – Stop by Rebel Cheese in Austin or NYC’s Lower East Side.

[23:58] – Thank you to our Sponsors!

The Dealmaker’s Will: If you’re ready to sharpen your instincts, elevate your mindset, and learn what separates deal-takers from deal-makers. Go grab your copy of The Dealmaker’s Will today on Amazon.
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!