She's Empowered Spotlight: Jeni Britton of Floura
We're celebrating Women's History Month by highlighting some of our favorite female-founded businesses in the food space! Empowering women has always been at the heart of what we do here at Ground Up, where every jar directly fuels our job training program, helping women overcome adversities. That's why we're so grateful to celebrate this season by amplifying the voices of these amazing female founders and their journey's! You may know here as the founder of Jeni's Splendid Ice Creams, but let's meet Jeni, CEO and co-founder of Floura — a rising brand set on making fiber both delicious and fun by creating the most concentrated diverse fiber bar on the planet.
Tell us a little about you!
I'm Jeni Britton, CEO and co-founder of Floura. Before this adventure, I created Jeni's Splendid Ice Creams, which taught me everything about building a brand with integrity. I'm passionate about creating beautiful things that bring people together, whether it's around a scoop of ice cream or a thoughtfully crafted good-for-you snack.
What was the inspiration for Floura?
When I inadvertently started my own health journey, five years ago I did two things: I ate berries by the handful and I took long walks in the woods. I didn’t know how my body would shift in the coming weeks and months—I lost over twenty pounds, got lighter on my feet and more energy, and my brain worked better. I stopped having uncontrollable food cravings.
I felt cosmically me again, and a sense of vitality and freedom.
It prompted me to investigate and I discovered the power of fiber. I was hooked and knew I had to find a way to share it with the world.
How do you stay motivated?
My motivation comes from connection and building community. There's nothing more energizing than co-creating the Floura brand with our community. I also find that actively seeking out creative infusion fuels motivation - when I'm gathering inspiration out in the world or writing, I'm energized.
Advice for someone starting a business/blog?
Start with a clear "why" that can sustain you through challenges. Know what problem you're solving and for whom. Build relationships before you need them - community is everything. And remember that persistence matters more than perfection. The businesses that succeed aren't always the ones with the best ideas; they're the ones that keep showing up, learning, and adapting.
Favorite ways to #spreadgood in your community?
I believe in the ripple effect of small actions. We rescue nutrient-rich fresh produce trimmings that would otherwise become food waste. creating economic opportunities. We prioritize sustainable practices in our product, packaging and operations. And we encourage our team to get behind causes they care about. Spreading the good is as simple as making someone's day with unexpected love and kindness.
Who is one person who inspires you and why?
Hilma af Klint inspires me deeply. Her visionary art was decades ahead of her time, yet she created with unwavering conviction despite no recognition. I admire how she trusted her intuition and followed her unique path. Her story reminds me that true innovation often happens in solitude, and that creating authentically matters more than immediate validation.
How do you stay centered and practice self-care?
Walking in the forest is my essential form of self-care. I make it a priority to get outside among the trees as often as possible - something about that green canopy and fresh air instantly recalibrates my perspective. Even on the busiest days, I'll take 20 minutes to walk the nearest wooded trail I can find. These forest moments aren't a luxury; they're where I do some of my best thinking and find the clarity needed to lead effectively. Nature doesn't just restore - it's where my most creative ideas emerge.
What do you like to do for fun?
I love discovering off-the-beaten-path spots in cities near and far, soaking up culture wherever I find myself. Creating art, reading - lots of reading! And hunting for hidden fashion gems at thrift shops.
Favorite recipes with Ground Up?
I love a simple toast with fresh bread, Ground Up, bananas, honey and a pinch of sea salt. Chef’s kiss!
