Diane, left, and Laurel, right, co-founders of Daily Crunch. (Credit: Courtesy of Daily Crunch)
A Nutty Venture Run By an Inventive Aunt-Niece Duo
Diane and Laurel Orley are the co-founders of Daily Crunch, a unique and good-for-you snack line.
For years, Diane Orley had been sprouting her own nuts and using them to create healthy snacks for friends and family. The technique Diane used was one she learned on a trip to India, where she learned about the health benefits that come from soaking almonds in water, allowing them to “sprout,” and resulting in an easier to digest and more nutrient dense nut. Her niece, Laurel, who has a background in marketing, loved the superfood-infused snacks, and quickly recognized that her aunt was actually creating a product unlike anything else on the market at that time. Just before the pandemic began, the duo decided to turn Diane’s homemade snacks into a business, and launched Daily Crunch in March 2020. Despite the hurdles the pandemic posed, the Nashville, Tennessee-based Orleys have managed to grow their business from a homemade treat to a snack line now available in hundreds of grocery stores nationwide.
Here’s our lightly edited Q&A with Laurel Orley, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
We make superfood-infused, sprouted-nut and trail-mix snacks. The nuts are crunchy like a chip, which is achieved by Diane’s patented soak-sprout-dehydrate method. Recent studies on the four-day sprouting and dehydration process reveal increased protein content and higher fiber levels when compared to conventionally roasted nuts.
Tell us about your biggest success so far.
Launching in Whole Foods has always been a dream for us. We introduced our brand during the pandemic, a time when Whole Foods was focusing less on emerging brands. Typically, they start by rolling out brands regionally, with the goal of expanding globally. However, Daily Crunch is now available at all 500+ Whole Foods locations in North America. We couldn’t be more excited. This is a significant milestone for us, and a true sign of success.
What is your top challenge and how have you addressed it?
Market competition – it can be hard to stand out in the snack industry. We’ve spent a lot of time identifying what makes us unique, and tweaking our packaging to stand out. We pride ourselves on being women-owned and having no seed oils or refined sugars in what we sell – and of course, having all-natural ingredients.
Have you experienced any significant personal situations that affected your business decisions?
During my career in the corporate world, I worked on projects like the Dove Campaign for Real Beauty. But I knew I wanted to build a brand from the ground up, one with a mission I could stand behind. I kept going back to my aunt Diane’s sprouted nuts and recognized that she had something truly special on her hands. Diane learned the sprouting technique on the southern banks of India over 20 years ago. She then perfected the method in the U.S. by adding her dehydration process, inspired by the local practice of soaking nuts overnight for brain-health benefits. Her innovation resulted in nuts that were lighter, airier and crunchier than raw or roasted nuts, akin to the texture of chips. Diane gifted her sprouted nuts to friends and family over the years, and started to grow a following all over the country through her efforts. There was nothing like them that was mainstream.
What is your biggest tip for other startup entrepreneurs?
Being an entrepreneur involves taking two steps forward and one step back, over and over again. You have to know there are going to be unexpected challenges along the way, and that’s okay. It’s all part of the journey.
How do you find inspiration on your darkest days?
I go to a hot yoga class, or go on a hike with my dog and listen to a podcast such as “How I Built This” or “Smartless.” I connect with friends and family. And sometimes, if all else fails, I indulge in some retail therapy!
What is your go-to song to get motivated on tough days?
“La Vie en Rose” by Edith Piaf. Her music is incredibly powerful and emotional – and secretly, I’ve always wanted to live in France! “La Vie en Rose” is particularly uplifting, capturing a sense of hope that can be motivating on tough days.
Who is your most important role model?
My aunt and business partner, Diane. She believed in this business – and in me – long before we saw any success. Diane has unwavering faith in our product. During my moments of self doubt, she consistently reassured me that we would be okay. Without her support, there would be no Daily Crunch. ◾
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