The Moment We Saw It
I was checking email between mixing batches when I saw the Forbes notification.
"How Grit-First Founders In Appalachia Changed Their StartUp Ecosystem" by Margot Machol.
It was about Founders Forge, the accelerator that had taken a chance on us when we were just two people with chemistry knowledge and a garage full of half-working formulas.
And there, in the article, were our words. Our story. As one example of what Founders Forge is building in Appalachia.
I called Matt over. We read it together, standing in our Tennessee kitchen that doubles as our testing lab.
"They quoted us," he said, his British accent somehow making it sound more official.
We weren't the focus, Founders Forge was. As it should be. But we were honored to be part of their story.
Who We Were When We Started
Let me be honest about where we came from.
I was an occupational therapist. Matt was a professor with a PhD in Molecular Neuroscience. We understood chemistry and health. We understood research and safety.
What we didn't understand: business.
No marketing experience. No sales background. No supply chain knowledge. No idea how to price products, manage inventory, or build a brand.
We had passion. We had a purpose. We had formulas that worked in our home.
What we didn't have was any idea how to turn that into an actual company.
That's where Founders Forge came in.
What Founders Forge Gave Us
When we joined Founders Forge's startup bootcamp in 2020, we were working out of our garage during a pandemic. We had samples. We had hope. We had no clue what we were doing beyond the chemistry.
Founders Forge gave us structure. Mentorship. Reality checks. The kind of guidance you can't get from YouTube videos or business books.
They taught us:
- How to talk to customers (not at them)
- How to price for sustainability, not just to move product
- How to build partnerships instead of just making sales
- How to stay true to our mission while building something viable
- How to ask for help (this one was hard for us)
But more than tactics and frameworks, they gave us permission to not have all the answers. To learn. To admit what we didn't know.
That permission changed everything.
What "Scrappy" Really Means
One of our advisors first called us "scrappy entrepreneurs."
Honestly? We weren't sure if it was a compliment.
It sounded like a nice way of saying "you have no idea what you're doing, but you're trying really hard."
But on reflection, we realized it was a compliment. A huge one.
"We had few of the perceived entrepreneurial skills and experience to be successful. Being open to guidance and mentorship has been critical. We learned very early how important this is; joining Founders Forge's startup bootcamp was part of this. Our greatest learning has been the importance of surrounding ourselves with advisors and mentors, from seasoned pros to our customers, who challenge us, guide us and cheer us on."
"To us, being scrappy means rolling up our sleeves, problem solving, and finding a way forward, no matter what, with very limited resources."
— Kay Baker and Matt Keasey, as quoted in Forbes
Here's what "scrappy" has looked like for us:
It meant testing formulas in our own home before we had access to professional labs. If it didn't work on our Tennessee hard water, it wasn't ready.
It meant packaging our first orders by hand at 11 PM after full days of work. Both of us, every bottle, until we could afford better systems.
It meant asking questions even when we felt like we should already know the answers. Our customers became teachers. Our mentors became truth-tellers.
It meant choosing ingredient quality over profit margin when the easy path would have been cheaper formulas. Scrappy doesn't mean cutting corners—it means finding creative ways to maintain standards with limited resources.
It meant staying in Tennessee when people suggested we'd need to be in a bigger city to succeed. Our "limitation" became our advantage—lower costs, supportive community, authentic roots.
It meant learning to celebrate small wins. Our first retail partner. Our first five-star review. Our Leaping Bunny certification. Our EWG Verified status for Dishtabs. Each one felt like winning the lottery.
Being scrappy isn't about lacking resources. It's about maximizing the resources you have, including the willingness to learn from everyone around you.
The Bigger Story
The Forbes article isn't really about us. It's about what Founders Forge is building in Appalachia.
It's about an ecosystem where founders like us, people without traditional startup backgrounds, people building in unexpected places, people solving real problems rather than chasing trends, can actually succeed.
We're one story among many. One company among dozens that Founders Forge has supported. One example of what's possible when you create infrastructure for innovation outside the usual startup hubs.
What Forbes recognized in Founders Forge is what we experienced firsthand: they're not just running an accelerator. They're changing the narrative about where innovation happens and who gets to be an entrepreneur.
They're proving that grit matters more than geography.
That mentorship matters more than pedigree.
That scrappy founders with real solutions can build real businesses, if they have the right support.
We're proud to be part of that story. Not because we're special, but because Founders Forge made space for people like us to learn, grow, and build something meaningful.
Read the Full Forbes Story
The Complete Forbes Article
Read how Founders Forge is transforming the Appalachian startup ecosystem and changing what entrepreneurship looks like in unexpected places.
Read on Forbes →Article by Margot Machol | Published August 31, 2025
And if you're curious about what we've built through this journey—the products that came from all that garage testing, mentorship, and scrappy problem-solving:
Every bottle represents what happens when scrappy entrepreneurs get the support they need.
Frequently Asked Questions
Q: What is Founders Forge?
A: Founders Forge is a startup accelerator based in Appalachia that supports early-stage entrepreneurs through bootcamps, mentorship programs, and ecosystem building. They focus on helping founders who may not have traditional startup backgrounds or access to typical venture capital networks. Green Llama participated in their startup bootcamp program in 2020.
Q: How did Founders Forge help Green Llama specifically?
A: Founders Forge's startup bootcamp provided Green Llama with essential business education in areas where the founders lacked experience—marketing, sales, pricing strategy, supply chain management, and brand building. Beyond tactical skills, they connected Kay and Matt with advisors and mentors who provided ongoing guidance and challenged them to grow. The structured support helped translate chemistry expertise into a viable business.
Q: What does "scrappy entrepreneur" mean in the context of Green Llama?
A: As Kay and Matt explained to Forbes: "To us, being scrappy means rolling up our sleeves, problem solving, and finding a way forward, no matter what, with very limited resources." For Green Llama, this meant testing formulas in their own home, hand-packaging early orders, asking questions when uncertain, maintaining quality standards despite budget constraints, and staying open to guidance from mentors and customers. It's about maximizing available resources rather than waiting for ideal conditions.
Q: Was the Forbes article specifically about Green Llama?
A: No. The Forbes article titled "How Grit-First Founders In Appalachia Changed Their StartUp Ecosystem" focused on Founders Forge and the broader Appalachian entrepreneurship ecosystem they're building. Green Llama was featured as one example among several companies that have benefited from the accelerator's support. Kay and Matt were quoted about their experience with mentorship and what being "scrappy entrepreneurs" means to them.
Q: What entrepreneurial backgrounds did Kay and Matt have before starting Green Llama?
A: Kay Baker holds a Master's degree in Occupational Therapy from Louisiana State University Health Sciences Center and worked as an occupational therapist specializing in pediatric care. Matt Keasey has a PhD in Molecular Neuroscience from the University of Bristol and was a professor at East Tennessee State University. As they told Forbes: "We had few of the perceived entrepreneurial skills and experience to be successful." Their expertise was in health and chemistry, not in business operations, which made mentorship through Founders Forge critical to their success.
Q: How can I learn more about Founders Forge?
A: Read the complete Forbes article about Founders Forge at the link provided in this blog post. The article details their mission, approach, and impact on the Appalachian startup ecosystem. You can also visit Founders Forge's website to learn about their programs and how they support regional entrepreneurs.
References
Primary Source:
Machol, Margot. (2025, August 31). "How Grit-First Founders In Appalachia Changed Their StartUp Ecosystem." Forbes. This article features Founders Forge and includes quotes from Green Llama co-founders Kay Baker and Matt Keasey about their entrepreneurial journey and participation in the Founders Forge accelerator program.
About the Authors:
Kay Baker - Master's degree in Occupational Therapy, Louisiana State University Health Sciences Center. CEO & Co-Founder, Green Llama. Alumni of Founders Forge startup bootcamp (2020).
Matt Keasey - PhD in Molecular Neuroscience, University of Bristol, UK. Former professor, East Tennessee State University. Chief Science Officer & Co-Founder, Green Llama.
Company Certifications (Current):
- Leaping Bunny Certified (cruelty-free products)
- EWG Verified (Dishtabs product line)
- Women-Owned Business
Content Disclaimer: This blog post reflects the personal perspectives and experiences of Green Llama co-founders Kay Baker and Matt Keasey. All quotes attributed to Kay and Matt are taken directly from the referenced Forbes article. Company credentials and certifications have been verified. This content was created by Green Llama with AI assistance for formatting and structure, followed by thorough human review and editing for accuracy.
