Founder Spotlight: Alana Picov (Good Greed)
Meet Alana Picov
Company:
Good Greed
The first gut-friendly, low sugar, plant-based gummy - no allulose, nothing artificial, and no IMO, which is known to irritate sensitive stomachs.
Location:
New York, NY
When did you launch the business?
Oct 2025... but had to relaunch in Jan 2026
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Community. Resources. Mentorship.
Startup Stage?
Bootstrapped
What led you to where you are today?
With a business background and a lifelong love (and borderline addiction) of snacks, I couldn’t ignore how broken the better-for-you candy space felt. I partnered with two friends and a registered dietitian to create Good Greed - candy that actually feels good to eat and still tastes like the real thing.
What do you wish you knew before embarking on your entrepreneurial journey?
I wish I had known that everything takes at least twice as long as you expect - and that feeling behind is part of the process. Starting a company can also be incredibly lonely, especially before there’s momentum.
What is the most difficult decision you've had to make regarding your business so far?
Delaying our launch when the product wasn’t fully right was the hardest decision. We had momentum, tons of excitement, and pressure to push forward, but quality mattered more than speed. Choosing to wait - even when it hurt - I think was the right decision and has helped us start off strong with an incredible product.
What can you help the VEGPRENEUR community with?
If you’re a new brand trying to get from 0 -1, I REALLY get the struggle. I’m always happy to share what I’ve learned - what worked, what didn’t, and how to push through the early, messy stages of building something from scratch.
How can the VEGPRENEUR community help you?
Helping us spread the word would mean everything. We’re a little baby brand going up against much bigger players, and early support - from sharing, talking about us, or trying the product- makes a real difference. Community is how small brands like ours grow.
Fun fact about you:
I have my pilot’s license… which made me realize I’m probably drawn to high-risk hobbies.
Anything else you would like to share?
No one really has it all figured out when starting; I've learned you just keep learning as you go and making the best decisions you can with the information you have at the time. Mistakes are bound to happen. Learn from them and don't repeat them twice.
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