Jeni Britton, founder of Jeni's Splendid Ice Creams, advises three early-stage food entrepreneurs on marketing strategy, funding decisions, and PR—while introducing Floura, her fiber-focused venture addressing America's 95% fiber deficiency using upcycled produce waste. Focus marketing on bringing new customers into your category through product quality and authenticity rather than niche health claims, which can feel trendy and limit appeal.