Founder Spotlight: Jordan Grieg of Ambrosia
Meet Jordan Grieg
Jordan Grieg spent his early career as a sommelier and wine exporter before trading the cellar for the crisper drawer. He joined his mom, Jan, at Ambrosia, the flax linen produce-bag company she first sewed by hand and sold under the live oaks at the Ojai farmers market. The result is a family business built the slow way, on craft and word of mouth, that’s now in thousands of kitchens.
Company:
Ambrosia
Ambrosia makes reusable flax linen produce bags that help keep fruits, vegetables, greens, herbs, berries, and mushrooms fresher for longer. Made with breathable natural linen, our bags help reduce food waste and bring a more intentional, beautiful approach to everyday produce storage.
Location:
Ojai, CA
When did you launch the business?
2016
What led you to where you are today?
Ambrosia grew out of my mom’s Ojai kitchen wisdom, years of gardening, sewing, cooking, and finding practical ways to waste less. I came into the business after leaving the wine industry, wanting to build something rooted in craft, better ingredients, and a more intentional way of caring for food at home.
What do you wish you knew before embarking on your entrepreneurial journey?
I wish I knew how much of entrepreneurship is learning to hold the vision while constantly solving very unglamorous problems. Building Ambrosia has taught me that the product matters, but so does cash flow, operations, timing, customer trust, and the ability to keep showing up when things feel uncertain. I also wish I understood earlier that slow, steady progress can still compound into something meaningful.
What is the most difficult decision you've had to make regarding your business so far?
The most difficult decision has been choosing how to grow Ambrosia without losing what made it special in the first place. There have been moments where cheaper, faster options would have made the business easier on paper, but we have had to protect the quality, the story, and the trust our customers have in us. That balance between scale and integrity is something I think about constantly.
What can you help the VEGPRENEUR community with?
I can help the VEGPRENEUR community with practical lessons from building a mission-driven CPG brand from the farmers market level into thousands of homes. I’m especially happy to share what we’ve learned around product development, brand storytelling, D2C growth, wholesale, customer education, and staying rooted in your values while trying to scale.
How can the VEGPRENEUR community help you?
The VEGPRENEUR community can help by opening doors to aligned retailers, collaborators, investors, and partners who understand the importance of reducing food waste at home. I’d also love to connect with other founders who are navigating manufacturing, retail expansion, and mission-driven growth, especially as Ambrosia continues to scale while protecting the integrity of the brand.
Fun fact about you:
I’m a former sommelier and wine exporter who now spends most of my time thinking about produce, linen, food waste, and what’s growing in my garden.
Anything else you would like to share?
Ambrosia is still very much a family business, built from a simple idea that started in my mom’s kitchen in Ojai. We are growing, but the heart of the brand is still the same: helping people care for their food better, waste less, and bring a little more intention back into the kitchen.
RECENT POSTS
Get the newsletter.
The funding rounds, founder moves, and industry shifts you need to know in plant-based and sustainability. Plus event invites and founder stories worth reading.