Twin Cities Startup Week 2020 Twin Cities Startup Week 2020
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Powering through a Pivot: How Sustainable Food Company, SOULMUCH, navigated uncertainty and stayed true to their mission


Courtney Ready
Target, Incubator Program Manager
Reyanne Mustafa
SOULMUCH, Co-Founder

Being a first generation American, Reyanne grew up with a two-world perspective. With both parents being refugees from Syria, one foot is planted in her Arabic heritage and the other in the land of opportunity. This in mind, she was determined to make the best of any opportunity that comes her way. She studied Food and Nutritional Science at SDSU, minoring in Sustainability. Starting her own food blog Freshman year, she became fascinated with the plant-based lifestyle and how it can transform our bodies and planet. She is a strong believer that we cannot have healthy food without healthy soil, and we cannot have healthy soil without practicing sustainability. She feels a great privilege to be studying and practicing both. If she is not in the kitchen experimenting with recipes, she is in the mountains rock climbing, in the ocean surfing, or at the park bending into new yoga poses.

Kristian Krugman
SOULMUCH, Co-Founder

Having studied Environmental Science and Psychology at SDSU, she became fascinated with creating sustainable change through human behavior. Raised by a father in the military, she was given the opportunity to travel all over the U.S. and meet people from all over the world. This created a deep desire to connect with people. Entering young adulthood, she became passionate about conserving what we have been given by our planet. Kristian is interested in educating people on how the environmental issues we are facing are most often the results of our own actions and how we can make simple actions that will get us closer to a cleaner Earth. This current venture gives her the opportunity to put those desires to work. Through this adventure, she has discovered exactly how to channel her passion for helping people help the world.

Here how these recent Target Incubator alumni have navigated uncertainty and stayed true to their mission.

SOULMUCH is a social startup venture that has found a solution to the logistics of rescuing food waste and upcycling into delicious snacks that are good for you and the health of the planet.

Following this session join a 15min discussion in the Community Lounge.