“We started with so little knowledge of any industry, let alone the food industry,” says Matthew LaCasse, CEO of just-add-water pancake and waffle mix maker Birch Benders.

So how did the company get from there to being on shelves in Whole Foods Market, Target and natural grocery stores across the country?

They took advantage of all the resources around them. In this interview from Natural Products Expo West 2016, LaCasse and Birch Benders’ Chief Operating Officer Lizzi Ackerman share the top three most helpful resources they’ve utilized along the way (hint: they have a great mentor!) and how they spend most of their marketing dollars.