Show Notes: Beyond the Dieline with Keith McCullough
In this episode of Beyond the Dieline, host Tom Seymour sits down with Keith McCullough, the founder of Junebar, to discuss his fascinating pivot from a 20-year career in video game development to the world of CPG 🎮➡️🍏. Keith shares the “level-up” moments and the glitches he faced while building a brand focused on clean, fiber-rich, and functional nutrition.
In This Episode, You’ll Learn:
The Pivot to CPG: How Keith transitioned from leading a 50-person gaming studio to founding a plant-based snack brand.
Transferable Skills: Why making a “mean spreadsheet” and managing technical operations in tech is surprisingly similar to managing inventory and co-packing in food.
The Power of Fiber: Why fiber is the “unsung hero” of 2026 nutrition trends, competing with protein for the top spot in consumer health priorities.
Packaging Pitfalls: Why start-up founders should start with small pouch orders and “hand-sealers” before jumping into high-speed automation.
Founder Grit: How to handle the emotional rollercoaster of being a founder—from “imposter syndrome” to managing critical consumer feedback.
Key Highlights:
“I spent 20 years making entertainment software... but my interest shifted. I wanted to do something more present, less in the ‘ether’ of the digital world, and more in reality and my community.” — Keith McCullough.
The “June” in Junebar: Keith reveals the personal meaning behind the name—it’s his favorite month and the birth month of his second daughter ☀️.
Fiber > Protein? Tom and Keith discuss the “protein fatigue” in the market and how fiber is finally gaining its own “cool factor” for metabolic and gut health.
The Village Mentality: Why having a mentor and a supportive “village” is the secret sauce for any successful entrepreneur.
Connect with the People of Packaging:
Follow Adam Peek on LinkedIn: www.linkedin.com/in/adampeek
Watch Adam on TikTok: @thelabelking
Check out Junebar: Visit junebars.com to try their all-natural, high-fiber bars or find them in local retailers across Rochester, Buffalo, and beyond! 🍎✨
