How a Minneapolis Couple Built a $500,000 Jam Business

After decades in advertising and digital health, Michelle and Brian Platt found a gap in the pantry: nutrient-dense fruit spreads. Their side hustle, Jam Packd, launched in 2024 and quickly scaled, reaching $1,000 in daily revenue as the couple combined professional creative experience with lean, tech-driven operations.

The Minneapolis-based founders invested $20,000 to move from a kitchen concept to a commercial product. The startup process involved hiring a food scientist to refine their recipe and a trademark attorney to protect their brand. Brian Platt, an advertising veteran, used his industry background to develop a placeholder label that allowed them to test consumer interest before full-scale production. While the initial phase was marked by logistical hurdles—including a three-minute expletive-laden voicemail left for an unresponsive vendor—the brand gained traction rapidly, selling out its first run within 30 days.

Operational efficiency became a cornerstone of their growth. The couple leveraged ChatGPT for technical troubleshooting on Shopify and utilized freelance platforms for specialized tasks. Despite a costly labeling error that required them to fly to a Utah warehouse to manually apply stickers to thousands of jars, the business remains on track to hit $400,000 to $500,000 in its first year. For the Platts, the venture serves as a public test of their creative instincts, moving beyond the constraints of traditional agency work to build a direct-to-consumer brand that prioritizes organic ingredients and functional health benefits over empty calories.