The world’s first Black- and queer-owned oat milk company wants to break down barriers:
—it was important that the milk alternative they created could steam exceptionally well. “That was the number one thing that we wanted to do,” said Baker.
Finally, they wanted to reach customers they believe have too often been excluded from plant-based milk culture—specifically, communities of color. Currently, according to Baker, the target audience for alternative milks largely overlaps with wellness adherents—mostly white, mostly affluent. According to Baker, “we want to be the bridge” to a much wider, more diverse customer base.
If investors have proven to be eager, so have customers . According to the company’s WeFunder page, the waitlist for coffee shops wanting to carry Ghost Town Oats has soared past 100. Reminiscent of the explosive growth of the bonafide unicorn startup Oatly, Ghost Town Oats stands to scale fast. “It’s almost scary for someone who’s never done this. I’m freaking out a little bit,” said Baker with a laugh. “But we’re having fun.
When asked about his ultimate vision of success, Baker didn’t mention funding rounds or financials. He replied, “Success for us would be to go to any bodega in New York City or in Brooklyn and find our product there.”
France Dernières Nouvelles, France Actualités
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