Jordann Windschauer Amatea

CEO & Founder of Base Culture


What inspired you to start your business?

I developed the original Base Culture recipes to satisfy my own cravings after I completed a 30-day paleo challenge with my Crossfit gym. I found that I loved this lifestyle, however, my sweet tooth was the one thing that kept me from staying 100% true to the paleo lifestyle. After coming up empty handed searching for Paleo friendly baked goods, I researched the fine details of paleo approved baking and began to create recipes I enjoyed. Sharing my creations with others opened my eyes to what these products provided to so many people. Not only did these products provided delicious dessert alternatives that could be consumed by those with celiac disease or gluten intolerances, they were simply good products for everyone to enjoy. Once I saw how the products I created for myself were changing peoples’ lives, it was my goal to provide these products to everyone all over the nation to ultimately make Base Culture a household name.

What three traits define you?

I would say three traits that define me are determination, passion and loyalty.

What women inspire you?

The woman that inspires me the most is my mom. She started a business in her early twenties that became a big success. Once she got pregnant with my older brother, she sold her company and became focused on being a mom. She gave birth to 8 children throughout the next twenty years of her life, and just recently graduated with a doctorate in Eastern Medicine.  She is the definition of inspiration.

What advice would you give to other women entrepreneurs?

Don't every let anything stop you from achieving your goals. You should just put one foot in front of the other every day, and never stop.

How has being a WBENC-Certified WBE helped your business?

Being involved in the WBENC organization as a certified WBE has allowed me to form relationships and network with many organizations such as Walmart, Target, Kroger, PepsiCo and Kellogg's. Without this organization, I would have never been able to form the relationships that I have with these large corporations.

What do you see as the coolest or most important trend in your industry?

As the concept of paleo continues to gain acceptance through all retail channels on a national level, I believe there will be many new emerging brands and products that grasp onto this concept. In looking at 2018/2019, I believe the biggest trend that is on the horizon is smaller, grab & go style paleo products that taste as if they were homemade using only the highest quality ingredients, without preservatives or chemicals in a single serve, convenient style packaging for the busy millennial who is always running from one thing to the next.

What do you love about being a business owner?

I love the opportunity to create something new to the industry that can bring joy to peoples’ lives. Being a business owner is wonderful, however it always comes back to the passion I have for my products, and how they are influencing people every day.

What’s the hardest part about being a business owner?

The hardest part of being a business owner is the fact that business never stops. There are moving parts in a business 24/7, every day of the year. It is hard to put down the work and walk away to maintain a personal life. However, I truly believe that a successful business owner is well balanced with family and friends that understand their daily demands.

As a business owner, what keeps you up at night?

Absolutely everything.

What are the biggest obstacles you see for young female entrepreneurs?

The biggest obstacle I see for young female entrepreneurs is the fear of failing, or the idea of not being enough for the job. The fact is, a person only fails if they give up. Additionally, a person is not enough if that individual truly believes that. Young entrepreneurs need to believe in themselves and pursue their passions no matter what challenges get in their way.

How do you define success?

I used to say that when we make X amount of money we would be successful. However, the day we hit that X dollar amount, the goal then changed to something twice as much. It was after this happened about 5 times that I realized that success is not measured by the amount of money you are making. Rather, it is measured by the difference you are making in other peoples’ lives along the way.

What’s the best piece of career advice you’ve ever received?

The best career advice I have ever received is to view each challenge I face as an opportunity rather than an obstacle. Altering my perspective to fit this mindset was life changing.

What’s your favorite career moment?

My favorite career moment was our very first day in our newly built 44,000 square foot manufacturing plant. It took us two years to build this facility. The first day we officially moved in was something magical filled with so much potential.

What are you reading or listening to now?

I just finished the book 10% Happier by Dan Harris. This is a book about the importance of mindfulness and how transformative it can be in both business and your daily lives.

What’s the best way to start your day?

I start my day with a 15-minute meditation as soon as I get to the office. I believe this really sets a positive tone for me, and how I want my day to go.

Fill in the blank:

When I face a challenge, I... make a plan, and move forward.

If I could go back in time, I would tell myself... to let go of the fear. It will always be scary, but that is a good thing because it means that you still have something to lose.

The one thing I couldn’t live without is... my husband who supports me and my dreams every day.

By this time next year, I will be... continue working towards expanding distribution into all of stores in the USA.

The best thing that happened to me last week was... spending quality time with my family for my sisters 22nd birthday.

To get my creative juices flowing, I... get a good night sleep, and turn on some music at the office to get in the zone.


Base Culture is revolutionizing the way consumers look at paleo products by creating the very best tasting almond butters, breads, brownies and granola using a blend of clean, real ingredients. Consumers are embracing paleo products for a variety of reasons, including physical well-being, food sensitivities and sustainability, and Base Culture is at the forefront of creating products that are satisfying this demand without sacrificing on taste. Base Culture's are 100 percent Paleo-certified, certified gluten-free, kosher certified, grain-free, dairy-free, soy-free and non-GMO verified that are conveniently located in the frozen food aisle.

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