Kristie Hall was raised with a great appreciation for nature and all that it provides. Her passion continued to grow as an adult, inspiring her to pursue a career in the natural sector. When her father was diagnosed with Stage 4 cancer at only 50 years old, her expertise and the love of her family helped him extend his life more than a year past his 6-month prognosis. Her family started a nonprofit in his memory and supported the creation of the Soil Carbon Initiative, which helps farmers looking to transition to regenerative agriculture.
Upon becoming a new mother to daughter Grace, Kristie realized firsthand how difficult it was to navigate the confusing product labels on the shelf. She knew it was time for a change. With more than 40 years of combined experience in natural health, Kristie and her husband Brian created True Grace to provide nutrient-dense supplements sourced from trusted purveyors, and made with transparent and regeneratively-grown ingredients.
Their foundation, Grace’s Garden, partners with nonprofits like The Carbon Underground, Rodale Institute, and Green America to protect the ecosystem, prevent soil degradation, and revive the harvest for future generations.
Recently, we caught up with Kristie to learn more about her mission and hear her advice for fellow entrepreneurs.
1. Why did you start True Grace?
My passion for nourishing and healing the body is equaled only by my dedication to protecting the planet for future generations — that’s why we founded True Grace. My husband and I had thought about starting a business for years, and we had cultivated numerous connections and had extensive knowledge about the industry. However, we were adamant about ensuring there was a genuine demand for a new brand. We wanted to launch a brand that was innovative and presented a true difference. When we witnessed various brands being acquired by conglomerates like Nestle, P&G, and Clorox, we felt compelled to launch a brand driven by authentic motives — a brand that prioritized mission, people, and the planet. Having both experienced an acquisition, we had a unique understanding of what the industry truly needed, desired, and longed for. Thus, we concluded that the time had come to embark on this journey with intentions distinct from the typical startups of today. Our aim was to create a legacy brand that would be here for generations to come.
2. What obstacles did you face along the way?
Beginning True Grace during the COVID-19 pandemic, when many businesses were closed or not accepting new clients, posed our most significant challenge. As a startup, we faced difficulties meeting the high minimum order quantity. On top of that, establishing favorable terms took a considerable amount of time, resulting in steep initial expenses. Lastly, the expense of acquiring customers surged during the pandemic, making it costly to directly engage with our target audience.
3. What lessons do you have for other entrepreneurs?
Remain steadfast in your authenticity and commitment to your mission. While the journey may present temptations to compromise on quality or expedite production by cutting corners, I take pride in knowing that True Grace never caved to such pressures. Additionally, create a team that has expertise, passion, and fills any skill gaps. Leverage your network to seek guidance and insights from other industry experts.
4. What’s on the horizon for True Grace?
True Grace is committed to expanding our presence in health food stores nationwide. We have an incredible pipeline with innovative products slated for launch over the coming years.
5. How do you keep work/life balance? What drives/inspires you?
Growing up with an entrepreneurial father, I gained firsthand insight into the demands of business ownership and, most importantly, learned that it's possible to run a business while still being present for family and children. Prioritization is a cornerstone of my approach, including effective time management. I've cultivated the discipline to set aside my computer and phone, ensuring I am fully engaged and present when spending time with my kids and family. We all know life is short, so I am committed to living it to the fullest. My family and I cherish moments spent traveling, engaging in outdoor activities, cooking together, and taking on new adventures.
Every morning, I wake up feeling inspired by the meaningful work we do. Reading our product reviews ignites a deeper drive within me to continue and work harder toward our mission. My passion extends beyond the well-being of just people, knowing we need to preserve our planet for our children and generations to come. True Grace is TRULY making a tangible difference fueled — not only by myself but also our entire team — with inspiration every single day.