→ Learn more about Greenwood Gearhart

What if one of the biggest business opportunities in the world was hiding inside a problem most people never think about?

In this episode, Are Traasdahl, founder of Crisp and Arkade, shares the story behind building a company aimed at solving one of the most overlooked global challenges: food waste. With one-third of all food produced globally lost before it ever reaches consumers, Are saw not just a broken system, but a massive opportunity to rebuild it using data, technology, and AI.

Summary

Are walks through his journey from growing up in a small town in Norway to building and exiting multiple technology companies in the U.S., including early innovations in mobile content and programmatic advertising. But Crisp represents something different. Inspired by a trip around the world where he witnessed both massive food waste and deep food insecurity, he set out to build a data platform that connects the entire retail supply chain—what he calls a “supply web”—to reduce inefficiencies at scale.

At the core of Crisp is a simple but powerful idea: if you can unify data across retailers, suppliers, and distributors, you can dramatically improve decision-making—from what gets stocked on shelves to how products are priced and distributed. What started with zero customers and tens of millions invested in technology quickly accelerated during the pandemic, growing to thousands of brands as the industry realized the need for better data visibility and collaboration.

Beyond the business itself, Are shares a broader philosophy on building: focus on solving meaningful problems, be willing to invest ahead of the market, and commit to creating something that delivers value not just for customers—but for the world. His “triple bottom line” approach—good for the world, good for customers, and good for the business—offers a compelling framework for founders thinking about long-term impact.

Highlights

00:00 Why is Are building in NWA?

4:00 Are's other companies (Thumbplay, Tapad)

19:00 Crisp is solving food waste in the supply chain
31:00 What makes Crisp different
46:00 Are's vision for Arkade

Key Takeaways

1. Solve problems at scale—or rethink the problem entirely - Are didn’t choose a “cool” industry—he chose a massive one. The food supply chain isn’t flashy, but it’s a $10+ trillion ecosystem filled with inefficiencies. For young founders, this is a reminder: the biggest opportunities often live in overlooked industries. For seasoned founders, your story becomes more powerful when it’s tied to a problem that actually matters.

2. You need to be 10x better—not just slightly better - Incremental improvements don’t drive change—especially in complex, B2B environments. Crisp’s success comes from building a fundamentally different system, not just optimizing an existing one. If you’re building something, ask yourself: is this truly different, or just marginally better?

3. Build ahead of the market—and be willing to wait - Crisp invested tens of millions into technology before generating revenue. That’s uncomfortable—but it created a long-term advantage when the market caught up. Whether you’re early or experienced, there’s a tension here: can you see where things are going—and are you willing to build for that future before it’s obvious?

Follow us on LinkedIn NWA Founders

Follow us on Instagram @NWAFounders

Follow us on YouTube NWA Founders

For guest suggestions or inquiries nwafounders@gmail.com

→ Learn more about Greenwood Gearhart

What if the real edge in your business is leaning into A.I.?

In this episode, Eric Howerton, co-founder & CGO of AdFury.ai, pulls back the curtain on how AI is reshaping the future of retail, advertising, and entrepreneurship in Northwest Arkansas. This isn’t a hype conversation about AI; it’s a grounded, hard-earned perspective from someone who’s spent over a decade solving real problems for real customers.

Summary

Eric reframes what it means to be an entrepreneur in today’s world. It’s not about titles like “founder” or chasing funding—it’s about seeing a problem so clearly that you can’t ignore it. That mindset led him to build WhyteSpyder from $850 in the bank to a successful exit, and now drives his work at AdFury, where he’s tackling what he calls the “content supply chain” - the bottleneck that prevents brands from delivering personalized, relevant experiences at scale.

At the core of AdFury’s innovation is a simple but powerful shift: using AI not just to automate tasks, but to unlock entirely new capabilities. Instead of manually creating dozens of ad variations, brands can now generate highly personalized, dynamic content for individual shoppers in seconds: something that was previously impossible due to time and cost constraints.

Zooming out, Eric challenges the broader Northwest Arkansas ecosystem to think differently. Rather than trying to imitate Silicon Valley, he argues the region’s true strength lies in its deep retail expertise and problem-solving culture. The opportunity isn’t to chase trends, it’s to double down on solving meaningful problems faster than anyone else, especially as AI reshapes the industry at an accelerating pace.

Highlights

00:00 What is the difference between a founder, entrepreneur, & business owner?

9:00 Evolution of tech scene in NWA

23:00 What is AdFury.ai ?
41:00 A.I. advice for small business owners
47:00 How AdFury is gonna change retail
58:00 Eric's hope for AdFury

Key Takeaways

1. Real entrepreneurs are obsessed with problem solving - Eric didn’t start businesses thinking about exits or valuations. He started because he saw gaps that needed to be solved. If you’re early in your journey, focus less on “what could this become?” and more on “what needs to be fixed right now?”

2. AI isn’t just a tool—it’s a new playing field - Most people approach AI as a way to do existing tasks faster. Eric’s perspective flips that: AI enables things that were never possible before. The founders who win won’t just optimize, they’ll rethink what’s even possible in their industry.

3. Your environment matters more than you think - Northwest Arkansas isn’t Silicon Valley, and that’s the advantage. The density of real problems, real operators, and real businesses creates a unique opportunity: solve meaningful problems where you are, instead of chasing abstract ideas somewhere else.

Follow us on LinkedIn NWA Founders

Follow us on Instagram @NWAFounders

Follow us on YouTube NWA Founders

For guest suggestions or inquiries nwafounders@gmail.com

→ Learn more about Greenwood Gearhart

What would happen if more of the capital shaping your area actually came from the people who live there?

In this episode, Brad Henry of Natural Capital shares a behind-the-scenes look at building a private investment firm designed to do exactly that: keep opportunity local, empower founders, and give families in Arkansas a seat at the table. It’s a conversation about money, but more than that: it’s about trust, relationships, and building something you’re genuinely proud of.

Summary

Brad breaks down how Natural Capital operates as a relationship-driven investment firm, pooling capital from local families and deploying it into both real estate and businesses across Arkansas and the broader Heartland. With a focus on diversification, the firm balances cash-flowing real estate with growth-oriented company investments, creating stability while still capturing upside. What stands out is their intentional strategy: not chasing “home runs,” but consistently hitting “doubles” through disciplined, lower-risk investing.

The story behind Natural Capital is just as compelling as the strategy. Born out of a gap in the Arkansas market (where most private investing was done by a few large families) the firm was built to democratize access to private markets. Brad shares how early fundraising leaned heavily on trust, asking friends and family to believe in a vision before it was proven. That reputational risk became a defining feature of the company’s culture: relationships first, always.

At its core, this episode is about impact. From investing in affordable housing across Northwest Arkansas to partnering with founders as minority investors, Natural Capital is focused on long-term value, both financially and within the community. Brad makes it clear: success isn’t just measured in returns, but in whether investors and partners feel proud to be part of what they’re building together.

Highlights

00:00 What is Natural Capital?

14:00 NatCap's investment strategy

28:00 Company case study: Harvest Group
37:00 Raising the 1st Fund
47:00 What growth looks like in NWA

Key Takeaways

1. Build through relationships, not transactions - The best opportunities (and the best outcomes) come from trust. Whether you’re raising capital or telling your story, long-term relationships will outperform short-term wins every time.

2. You don’t need to swing for home runs to win - Natural Capital’s strategy is simple: avoid unnecessary risk and focus on consistent, repeatable outcomes. For founders, this is a reminder that sustainable growth often beats flashy, high-risk bets.

3. Your story is part of your strategy - For seasoned founders especially, how you communicate your journey matters. Brad and his partners raised their first fund by inviting others into a story they believed in. If people understand your vision, they’re far more likely to invest—financially and relationally.

Follow us on LinkedIn NWA Founders

Follow us on Instagram @NWAFounders

Follow us on YouTube NWA Founders

For guest suggestions or inquiries nwafounders@gmail.com

What does it look like to take a small, family-run manufacturing shop and turn it into a diversified, innovation-driven company competing on a national level?

In this episode, Chris Chandler of Chandler Capital Group shares the real story behind building, losing, rebuilding, and ultimately redefining what success looks like in business. From taking on massive debt to buy the family company to navigating industry crashes and launching entirely new product lines, Chris offers a grounded, honest look at what it takes to build something that lasts.

Summary

Chris walks through the evolution from Chandler Equipment to Chandler Capital Group, explaining how the business expanded from manufacturing parts for 18-wheelers into multiple automotive brands, including direct-to-consumer products. After experiencing the volatility of the oil and gas industry—and laying off dozens of employees—he made a pivotal decision: diversify or risk repeating the same mistake. That decision led to the creation of Chandler Truck Accessories and a long-term strategy centered on solving real customer problems.

A major theme throughout the conversation is innovation through necessity. Whether it’s introducing robotics to increase efficiency, redesigning toolboxes based on real-world failures, or shifting from B2B to DTC, Chris emphasizes learning through trial and error. Growth didn’t happen overnight—it took years of rejection, iteration, and persistence before things began to click.

Beyond business strategy, Chris shares a deeper perspective on leadership and life. In recent years, he’s redefined success—not as revenue or scale, but as becoming a better husband, father, and leader. That shift has influenced how he runs his company today: focused on developing people, staying hands-on, and building businesses that serve both employees and the local community in Northwest Arkansas.

Highlights

00:00 What is Chandler Capital?

7:00 Buying the family business
19:00 Scaling

30:00 Getting into truck accessories
50:00 Acquiring Backwoods Adventure
70:00 The future of Chandler Capital

Key Takeaways

1. Solve real problems—not theoretical ones: The breakthrough for Chandler Truck Accessories came from observing what was actually failing in the market (like broken toolbox doors) and building something better. Look for friction in the real world—that’s where opportunity lives.
2. You have to earn your way into leadership: Chris didn’t skip the hard part. Years of operating, failing, and problem-solving built the foundation that now allows him to lead and develop others. There’s no shortcut around the “doing” phase.
3. Diversification isn’t optional—it’s survival: Relying too heavily on one industry nearly cost them everything. Building multiple revenue streams within a focused niche gave them stability and long-term growth.

Follow us on LinkedIn NWA Founders

Follow us on Instagram @NWAFounders

Follow us on YouTube NWA Founders

For guest suggestions or inquiries nwafounders@gmail.com

→ Learn more about Greenwood Gearhart

What if one project completely changed the trajectory of your business?

In this episode of NWA Founders, Jeremy Hudson, CEO of Specialized Real Estate Group, shares the story behind some of Northwest Arkansas’ most meaningful developments and the philosophy that drives them.

From Eco Modern Flats to South Yard and Markham Hill, Jeremy walks through what it really takes to build places that last. This isn’t just a conversation about real estate. It’s about culture, health, long-term thinking, and building neighborhoods that matter.

Summary

Jeremy’s development philosophy was forged during Eco Modern Flats, a downtown Fayetteville apartment renovation that reshaped how he thought about health, sustainability, and community. What began as a simple value-add play became a deeper mission: design spaces that improve indoor air quality, reduce energy costs, and foster real human interaction.

Specialized didn’t grow incrementally. After Eco, Jeremy and his team jumped into large purpose-built student housing projects like Sterling and The Cardinal (deals that were bigger than anything they’d done before). It was risky. It required outside partners.

But those years built their financial literacy, operational discipline, and capital relationships.

Over time, the strategy sharpened: focus on meaningful places or create them at scale. Projects like Brick Avenue in Bentonville and South Yard in Fayetteville reflect that thesis—medium-scale, mixed-use developments designed to feel like neighborhoods, not complexes.

Highlights

00:00 Eco Modern Flats

17:00 '08 Recession

22:00 UofA Student Housing
28:00 Uptown in Fayetteville
45:00 Jeremy's investment thesis
62:00 South Yard in Fayetteville
76:00 Markham Hill Development

Key Takeaways

1. Culture Is Your Competitive Advantage - Jeremy attributes longevity to values alignment—internally and with capital partners. If your investors, consultants, and team don’t share your vision, growth will fracture your mission.
2. Grow Boldly, But With Advisors - Specialized scaled quickly by partnering with experienced capital and development teams.
3. Think in Decades, Not Deals - Drake Farms may take “more than one decade and hopefully less than two” to fully realize that kind of timeline changes how you build. It changes how you hire. It changes how you underwrite risk.

Follow us on LinkedIn NWA Founders

Follow us on Instagram @NWAFounders

Follow us on YouTube NWA Founders

For guest suggestions or inquiries nwafounders@gmail.com

→ Learn more about Greenwood Gearhart

What if your company made the Inc. 500 and then almost went out of business?

In this episode of NWA Founders, we sit down with Thomas Addington and Allen Befort, co-founders of Givingtons, to unpack how they built a fast-growing book company and how it almost got away from them. Today, they've built a powerhouse that blends storytelling, product design, and brand strategy into something entirely different from traditional publishing, but it wasn't always like that.

For founders who are struggling in building efficient processes for their people, this episode is a masterclass in failing, learning, and persevering while scaling.

Summary

Thomas and Allen break down how Givingtons positioned itself inside an old industry without becoming trapped by it. Rather than competing with traditional publishers on volume or price, they focused on design, presentation, and emotional connection. They built a creator-first book company.

Givingtons grew fast (but not by accident). The founders share how they approached product development with intentionality, how they navigated wholesale and retail partnerships, and why packaging and perceived value matter as much as content.

While Givingtons has a thriving creative culture today, it wasn't always like that. Thomas and Allen rehash the company's most difficult years and their commitment to building a company that focuses on people over products.

Highlights

00:00 What is Givingtons?

13:00 Why books?

22:00 Scaling and failing early
48:00 Polymath Acquisition + Growth Season
58:00 What's next for Givingtons?

Key Takeaways

1. Differentiate in crowded markets by owning a category - Givingtons didn’t try to be a better publisher, they built a different kind of book company.
2. Creative brands still require operational discipline - Product design, inventory, margins, and cash flow matter just as much as vision.
3. Focus on people over products - The founders stayed committed to creating a thriving environment for their people, which in turn makes for better products.

Follow us on LinkedIn NWA Founders

Follow us on Instagram @NWAFounders

Follow us on YouTube NWA Founders

For guest suggestions or inquiries nwafounders@gmail.com

→ Learn more about Greenwood Gearhart

What does it take to lead a 70+ year old family-owned company into the future without losing sight of what made it successful in the first place?

In this episode, we’re joined by Todd Simmons of Simmons Foods for an in-depth conversation on leadership, legacy, and building a company with a long-term vision. As a multi-generation family business rooted in Northwest Arkansas, Simmons Foods has grown by staying deeply committed to its people, its values, and the communities it serves.

Todd shares thoughtful insights on what it means to lead responsibly, how family businesses can navigate growth without losing their identity, and why stewardship matters just as much as scale. We talk about making decisions with future generations in mind, developing strong leaders from within, and balancing innovation with tradition in an ever-changing industry.

Whether you’re a founder, executive, or emerging leader, this episode offers meaningful perspective on leading with intention and creating impact over the long haul.

Summary

Todd opens up about growing up in Siloam Springs, watching the company expand under his father and grandfather, and how that shaped his views on responsibility and work ethic. After years of learning every part of the business, he stepped into the CEO role and helped transform Simmons into a vertically integrated powerhouse.

One of Todd’s greatest challenges has been maintaining Simmons’ strong internal culture through rapid expansion. He talks about how core values like servant leadership, long-term thinking, and putting people first aren’t just internal slogans, they’re guiding principles baked into how the company operates, recruits, and retains talent.

Todd discusses how Simmons Foods has adapted to market changes, workforce dynamics, and supply chain challenges, all while investing in innovation and infrastructure. He also shares advice for other leaders: take care of your people, have the discipline to make hard decisions, and don’t let growth outpace your values.

Highlights

00:00 Todd's earliest memory of working in Simmons Foods

10:00 Origin of Simmons Foods (Bill Simmons)

33:00 Chaplain Program & Employee Clinics
46:00 NWA in the early 2000s
69:00 Growth of Pet Food Unit

Key Takeaways

1. Lead with values - Simmons Foods has scaled because its leadership is rooted in long-term principles not short-term trends.
2. Culture doesn’t scale automatically - You have to fight for it, reinforce it daily, and protect it as you grow.
3. Stewardship is a strategy - Treating a company like something you’re building for the next generation leads to better decisions.

Follow us on LinkedIn NWA Founders

Follow us on Instagram @NWAFounders

Follow us on YouTube NWA Founders

For guest suggestions or inquiries nwafounders@gmail.com

→ Learn more about Greenwood Gearhart

What happens when you combine blue-collar grit with high-tech precision and build a company from the ground up without taking on a dime of debt?

In this episode, we sit down with John Musser, president of Custom Electronics, to explore how a regional integrator went from a borrowed truck and a box of cables to a 100+ employee business working on some of the most iconic projects in Northwest Arkansas.

Custom Electronics is behind the scenes of places like the Ledger, the AMP, and University of Arkansas athletics facilities. But John’s story is about much more than wires, it’s about betting on people, staying debt-free, building from scratch, and creating a culture where hard work isn’t optional, it’s expected.

If you’re a small business owner, tradesperson, or young founder trying to figure out what real, sustainable growth looks like, this episode offers an honest, practical roadmap.

Summary

Custom Electronics was started in 2008 by Victor and Daphne Rell during a housing boom in NWA. John joined in 2014 with a background in commercial electrical work and a drive to scale their commercial offering. Over the next decade, the company would grow 10x, all while running lean, hiring people based on hustle (not résumés), and refusing to take on debt.

Despite national competitors with bigger marketing budgets and deeper pockets, Custom Electronics has carved out market share by focusing on service, speed, and simplicity. From security and AV to smart homes and large-scale commercial systems, John and the team built their reputation by doing the job right and doing it fast.

With five core values (humility, efficiency, dependability, generosity, and excellence) literally tattooed on John’s hand, it’s clear the culture at Custom Electronics is more than a plaque on the wall. They hire for work ethic over experience, reward loyalty with six-figure promotions, and maintain a workplace where hard work is both expected and celebrated.

Highlights

00:00 What is Custom Electronics?

08:00 The shift in the trades

22:00 Aversion to debt
29:00 Technology in BIG buildings
47:00 Core values
57:00 What's next for Custom Electronics?

Key Takeaways

1. You don’t have to take on debt to grow - Building at the speed of cash forces discipline, prioritization, and smarter decisions.
2. Hire on grit, not credentials - John built a 100-person team by looking for people who showed up, worked hard, and wanted to learn.
3. Your culture is your product - From warehouse signage to how you show up at job sites, every touchpoint communicates what your business stands for.

Follow us on LinkedIn NWA Founders

Follow us on Instagram @NWAFounders

Follow us on YouTube NWA Founders

For guest suggestions or inquiries nwafounders@gmail.com