Product Hunters - here's a startup story I found profoundly informative: In the CPG space, most entrepreneurs, start with a product. They might stumble upon some product innovation, and see their job as merely to figure out how to sell it. Things like brand and story are usually afterthoughts. Livio Bisterzo tried something different. What if, he wondered, instead of starting with a product, you started with a brand proposition? What if you first built a story that your audience believed in? A big, powerful story, one that resonated with consumers, retailers - anyone who came across it? Something more akin to a tribe or a movement? What would happen? Big things, it turns out. This week our guest is Livio Bisterzo, the founder and CEO of Green Park Holdings, makers of the super popular Hippeas brand organic chick pea puffs. (If you’ve ever been to a Starbucks, you’ve likely seen their bright yellow, smiling packaging.) In just a year’s time, the brand has launched in 18,000 retailers – and the number is growing virtually every day.