Shopify Masters MALK’s Path to $100M in Revenue
Oct 16, 2025
Ryan Rouse, the President of MALK, shares his journey scaling the organic plant-based milk brand to $100M in revenue. He reveals how his finance background informed his approach to direct-to-consumer sales. Ryan discusses shifting MALK's messaging to focus on taste and the importance of organic user-generated content in amplifying visibility. He emphasizes the need for diverse sales channels and hiring experienced talent to scale effectively. Throughout, he shares strategies to maintain enjoyment in business while navigating growth challenges.
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Lead With Taste, Not Just Clean Labels
- Emphasize taste as well as 'what's not in the product' when marketing food and beverages.
- Rouse increased creative that shows pouring milk into coffee, cereal, and matcha to highlight taste.
Unexpected Celebrity Fridge Placements
- Rouse shared organic UGC wins like Glenn Powell revealing MALK in a fridge segment.
- The brand benefits from unpaid placements that create authentic awareness.
How Erewhon Partnership Was Built
- Heather Seiler, VP of Sales, built and nurtured the Erewhon relationship through direct personal ties.
- That relationship plus product-market fit made MALK a recurring feature in Erewhon smoothies and shelves.