#257 - Stefany Nieto, Gwella & Mojo: Building For The Upcoming Psychedelic CPG Boom

January 31, 2023
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Guest Name:
Stefany Nieto
Founder & COO
Company Name:
Revenue Stage:
Guest Bio
Stefany Nieto is the Founder & COO of Gwella, a company focused on mushroom based products and content. Mojo by Gwella is the functional mushroom gummy, while Gwella serves as a content resource and guide to the world of psychedelics.

Episode Notes

On this episode of DTC Pod, Stefany joins us to dive deep into the world of commerce, content, regulation, and go to market as it pertains to the functional mushroom and psychedelic space. They cover the details of their formula which does not contain psilocybin, the patenting process, tailwinds around psychedelics, promising academic studies, the roadmap towards potential decriminalization, how things are unfolding globally, building infrastructure ahead of regulation, the overlap between the two lines and the distinct differences, brand voice, taking mojo into retail, and much more.

Episode Highlights

[00:02:04] Psychedelic Renaissance spurred by pandemic leading to popularity of functional mushrooms which improve health and immunity.

[00:03:34] Stefany found new purpose in career in psychedelics after pandemic hit and previous work in greenhouses in Arctic.

[00:06:27] Psychedelics gaining research and attention; legalization uncertain; cautious optimism.

[00:08:52] Many creative people using psychedelics to improve health, lifestyle and consumer brands.

[00:11:14] Gwella and Mojo created to provide guides and tools for exploring psychedelics and microdosing, and to make it more accessible.

[00:14:00] Psychedelics are hallucinogenics such as psilocybin, LSD, DMT, etc. with different strengths and experiences, and can be bred similarly to fruits or vegetables.

[00:17:11] Mojo is legal, contains no psilocybin, and includes functional ingredients, nootropics and adaptogens.

[00:18:42] Different retail locations require different verbiage depending on consumer understanding. Use of "microdose" versus "brain boosting" may be better suited for different stores.

[00:21:17] Patenting formula to protect product from copying; focus on building brand and community to deter copying.

[00:28:44] Psychedelics to be used medically, with potential for personal use, to help with mental health; brands to create micro doses for recurring revenue; offshoots like guides, clinicians, clinics, events, retreats to grow with or without legalization.

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.

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• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands


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Stefany Nieto - Founder & COO of Gwella
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated

Episode Transcript & Castmagic Chat

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Ramon Berrios
Founder and CEO at Trend
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Ramon has Co-Founded Trend. It is a curated marketplace of creators and brands. We help brands source high quality custom content. We love working with new, innovative companies that are changing the game.

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Co-Founded Seated,COO at Omnipanel
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Blaine Bolus is the Co-Founder of OmniPanel, the first software platform connecting CX & Internal teams.OmniPanel, backed by top Silicon Valley VCs, is building software infrastructure that powers cross-functional work, in an industry projected to be a $641 Billion Market in 2022.