Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)

How This $10M Superfood Business Is Betting on Amazon to Grow Sales 10X | Entrepreneurship | Lisa Curtis | Presented by Amazon

October 21, 2026

AI Summary

5 min read

Lisa Curtis, founder of Kuli Kuli Foods, spent years learning that customers do not buy products because of a mission. They buy products because of what the product does for them. Kuli Kuli, a superfood brand built around moringa, baobab, and sea moss, now generates over $10 million in annual revenue, with its Amazon channel doing about $1 million and doubling year over year. Curtis reached profitability in 2024, a full decade after launching. The conversation at Amazon Accelerate 2026 focused on how she used customer behavior—especially on Amazon—to shift from a mission-first pitch to a benefit-first one, and how she now uses Amazon’s data tools to decide what products to launch, reposition, and scale.

From Peace Corps Discovery to Category Creation

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What you'll learn

1 (01:12) **Lisa Curtis & Kuli Kuli Overview** - Founder/CEO of a $10M+ superfood brand; Amazon does ~$1M/year and is doubling annually
2 (03:17) **What is Kuli Kuli?** - A superfood brand sourcing moringa, baobab, and other ingredients from small farmers
3 (04:29) **Origin Story: Peace Corps Discovery** - How a Peace Corps volunteer in Niger discovered moringa
4 (05:45) **Direct Sourcing Model** - Sourcing from 4,000 small farmers with 10% profit reinvestment
5 (06:58) **Amazon Strategy & Timing** - Why they started selling on Amazon in 2018 and wish they'd started sooner
6 (09:17) **Customer-Led Product Development** - How Amazon reviews and customer behavior drive new products
7 (15:36) **AI & Amazon PDP Optimization** - How Kuli Kuli is redesigning product pages for AI search

+ Full timestamped outline available in the app

Show Notes

Lisa Curtis built Kuli Kuli into a $10M+ superfood business, but it took ten years to become profitable. Her biggest turning point came when she shifted focus from leading with the mission-driven messaging that makes up the core of the business to highlighting how her products directly benefited customers. That lesson now shapes Kuli Kuli's growth in Amazon's store, where sales are doubling year over year. In this episode, recorded at Amazon Accelerate 2026, Lisa explains how entrepreneurs can use Amazon's seller tools to understand customer demand, refine products before bigger launches, and drive repeat sales.

In this episode, Hala and Lisa will discuss:

(00:00) Introduction

(00:57) Discovering Moringa and Founding Kuli Kuli

(04:33) Expanding From Retail Into Amazon's Store

(08:58) Creating Demand Through Customer Feedback

(10:09) Amazon AI Tools and Product Testing

(15:24) From Superfood Sourcing to Repeat Sales

(20:37) TikTok Virality and Amazon Customer Insights

(25:04) Crowdfunding and Ten Years to Profitability

(30:55) Kuli Kuli's Mission and Retail Breakthrough

(36:32) Amazon Fulfillment and Inventory Management

(38:48) Amazon Seller Assistant and Founder Advice

Lisa Curtis is the founder and CEO of Kuli Kuli Foods, a Certified B Corporation specializing in sustainably sourced superfoods like moringa and baobab. She founded the company in 2014 after serving in the Peace Corps in Niger and has grown it into a brand sold in 11,000 retail locations nationwide and in Amazon's store. Before founding Kuli Kuli, Lisa drafted political briefings at the White House under President Obama and served as a United Nations Environment Programme Youth Advisor. She has been recognized on Forbes' 30 Under 30 and Inc.'s Top 100 Female Founders lists.

Sponsored By:

This episode is sponsored by Amazon and recorded at Amazon Accelerate 2026, Amazon's annual seller conference. More than 60% of sales in Amazon's store come from independent sellers, most of which are small and medium-sized businesses. Amazon provides tools and services to help these entrepreneurs grow their businesses. To learn more about how Amazon is helping independent sellers succeed, visit https://sellingpartners.aboutamazon.com.

Resources Mentioned:

Lisa’s Company, Kuli Kuli Foods: kulikulifoods.com

Lisa’s Amazon Storefront: bit.ly/LC-Storefront

Lisa’s Website: lisamariecurtis.com

Amazon's Seller Tools: sellingpartners.aboutamazon.com <