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How Herbert's Jam Reached $10K in Sales and Why Nathan Made No Offer

Mitchell explains his jar margins, shared-kitchen costs and farmers market sales, and why Nathan wants a clear growth plan before funding.

Mitchell · Herbert's

Published July 22, 2026
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What you’ll learn

Mitchell, the founder of Herbert's, makes small-batch jams and hot sauces in a shared Austin kitchen and sold about $10,000 last year, with roughly 10% coming from his website. He still works other jobs and has no concrete ask for capital, so Nathan makes no offer and promises a weekly email asking whether he has invested more in marketing and sales.

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Key moments

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Jar price versus cost

“It's gonna be about $4 roughly per jar. That's just your cost.”
Watch at 04:22

Three-ingredient jam recipe

“it's just fruit, sugar, and a pinch of salt. I'm not adding pectin. I'm not adding anything else.”
Watch at 03:45

Limit of one market a day

“I'm able to make everything. I can go do a market, but I can only do one market per day.”
Watch at 10:02

Cost of getting into HEB

“It could be 800 or $1,000 per SKU.”
Watch at 12:13

Nathan's six-month test

“I'd say, Nathan, I'm gonna give myself six months to do whatever, $50,000 of sales. And if I can't do that, I'm gonna stop”
Watch at 13:48

Resource files

About the speaker

Mitchell

Founder · Herbert's

Company revenue
$10K

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