Founder Spotlight: Joshua Linton (Hallava)
Meet Joshua Linton
Company:
Hallava
Hallava reimagines traditional halva as rich, clean-label, slow-churned sesame spreads for everyday indulgence.
Location:
Chicago, IL
When did you launch the business?
2025
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Community. Resources. Mentorship.
Startup Stage?
Small batch, big ambition.
What led you to where you are today?
Hallava grew from a deep love of halva and the belief that its rich sesame flavor deserved a more modern, spreadable place in everyday life.
What do you wish you knew before embarking on your entrepreneurial journey?
Have fun. A slog is unsustainable. My love for deeply delicious food drives everything I do, and I have learned that when you build from real obsession, pleasure, and desire, people do not just notice. They lean in, crave it, and want a taste of the world you are creating.
What is the most difficult decision you've had to make regarding your business so far?
One of the hardest parts has been deciding where to focus limited time, energy, and resources across all the moving parts of building a boutique CPG brand. The challenge is real, but it is also part of the fun. Prioritization is everything, and I have learned that the hard stuff is often where the most meaningful progress happens.
What can you help the VEGPRENEUR community with?
My brother - and co-founder - Jon, and I bring thoughtful brand building, sharp product positioning, practical go-to-market execution, and the hands-on realities of building a boutique CPG brand from the ground up. I am especially strong at shaping products people crave, refining brand story, and balancing creativity with disciplined execution.
How can the VEGPRENEUR community help you?
By expanding awareness, making warm introductions, and helping more people discover and fall in love with Hallava. Community, connection, and shared momentum matter enormously when building an emerging food brand.
Fun fact about you:
I am relentlessly driven by the pursuit of deeply delicious food, and once I love something, I cannot help but imagine how to make it unforgettable.
Anything else you would like to share?
Hallava is about bringing something genuinely delicious, rooted in tradition, into a more modern, craveable everyday form. I am excited to keep building a brand that makes people curious, then completely wins them over at first taste.
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