Stephanie Moyal is the co-founder of Troop, a functional mushroom brand transforming wellness routines through approachable, science-backed gummies. Built at the intersection of personal healing and product innovation, Troop is helping redefine how consumers experience the benefits of mushrooms, one gummy at a time. After exploring multiple career paths and feeling unfulfilled, Stephanie came across a book on mushrooms that sparked a complete shift in direction. What started as a personal fascination with neuroplasticity and brain health quickly evolved into a product mission grounded in education, quality, and access. At Troop, Stephanie leads everything from product development to brand storytelling, helping bridge the gap between skepticism and belief in a growing wellness category. Though she entered CPG without a traditional background, Stephanie brings a founder’s resilience and clarity to each challenge, navigating go-to-market tradeoffs, scaling digital alongside strategic wholesale, and building emotional alignment with customers and cofounders alike. Whether discussing how Troop approached product sampling and what didn’t work, why the mushroom industry is just getting started, or how therapy strengthened her cofounder partnership, Stephanie offers a candid and insightful perspective on building a brand with both purpose and endurance. In This Conversation We Discuss: [00:39] Intro [00:54] Turning personal curiosity into a company [03:43] Brainstorming product formats in the kitchen [04:19] Navigating the nightmare of early production [06:23] Finding backup production in a crisis [08:02] Pivoting from tasting to paid acquisition [09:31] Expanding across DTC, Amazon, and retail [11:19] Episode Sponsors: Electric Eye, Reach & Zamp [14:38] Focusing efforts instead of chasing channels [16:28] Looping back to what worked all along [18:27] Writing down ideas to filter later [21:08] Bringing on experts to avoid missteps [22:32] Growing stronger through personal challenges Resources: Subscribe to Honest Ecommerce on Youtube Premium daily mushroom supplements trytroop.com/ Follow Stephanie Moyal linkedin.com/in/stephanie-moyal-95a4bb60 Schedule an intro call with one of our experts electriceye.io/connect Level up your global sales withreach.com/honest Fully managed sales tax solution for Ecommerce brands zamp.com/honest If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts . It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
