Today, it seems like sugar is added to almost every food product. That’s why the brand HighKey’s mission is to remove 10 million pounds of sugar from the American diet, one sugar-free cookie at a time.

On my podcast, The Irresistible Factor, Joe Ens, CEO of HighKey, joins to talks all things early-stage. He shares how he transitioned his career from the big corporate world to something slightly smaller — something he really believes in. 

In this episode, Joe discusses the importance of having a growth mindset and a strong sense of values to incorporate company culture. You’ll also hear about HighKey’s distribution, challenges, investment, marketing and innovation. 

Together, we explore how the hybrid workforce of today has affected the workplace, as well as the difficulties small companies experience. We also discuss how Joe’s disciplined routine helps him get through challenges and where he hopes to see HighKey in the next five years. 

To founders and CEOs, Joe’s advice is, “You have to have something that has a value proposition — and in food, it better taste good!” 

Listen to The Irresistible Factor’s Interview with HighKey CEO, Joe Ens.


Here’s what you won’t want to miss from our conversation: 

  • What HighKey’s distribution is like right now
  • What challenges come with low-sugar brands
  • The importance of learning from mistakes and moving on with a growth mindset
  • What it’s like to move from working at big companies to a smaller one


Links mentioned in this episode: 

Joe Ens on Linkedln


AJ Patel on Linkedln

John Gibb on Linkedln

James Beard Awards



Dr. Carol Dweck