How Thats It Became Americas TOp Fruit Bar
Episode 120: Katie Eshuys
In this episode of the Matthews Mentality Podcast, Kyle Matthews sits down with Katie Eshuys, President of That's It., the fast-growing clean-label snack company on a mission to help people eat more fruit through simple, minimally processed foods.
Katie shares how That's It. has built a nationally recognized brand around products with just two ingredients, expanded into schools and major retailers across the country, and continues to innovate with new products designed to improve nutrition without sacrificing simplicity or taste.
The conversation explores entrepreneurship, leadership, nutrition, women in business, endurance sports, resilience, and what it takes to scale a mission-driven consumer brand in today's competitive food industry.
Topics covered in this episode:
How That's It. is changing the healthy snack industry
Why eating more fruit is one of the simplest ways to improve your health
The philosophy behind clean-label food and minimal ingredients
New products including Crunchables and Fruttola
Growing a national consumer packaged goods (CPG) brand
Expanding into schools and food service
Katie's journey from Australia to leading an American food company
The leadership lessons that helped her become President
Why advocating for yourself is critical for career growth
The differences between corporate leadership and startup culture
Fiber, nutrition, and building healthier habits
Training for endurance races and the mindset of resilience
Recovering from setbacks and maintaining a growth mindset
Advice for women pursuing leadership roles
Katie also shares how listening, empathy, and consistency have shaped her leadership style, why confidence often comes from preparation rather than personality, and how small daily habits can create extraordinary long-term results.
Whether you're an entrepreneur, business leader, health enthusiast, or someone looking to build better habits, this conversation offers practical insights on leadership, nutrition, resilience, and building a purpose-driven business.
Show Notes:
00:00 Ask for the Role
01:24 Meet Katie Eshuys
03:19 What That's It. Is
04:58 Why Fruit Matters
06:39 New Product Launches
08:40 Where to Buy That's It.
09:28 From Australia to Leadership
12:44 Why You Must Advocate for Yourself
14:22 Moving to America
16:11 Reinventing Herself in San Francisco
17:31 Corporate Culture Shock
19:05 The Reggie Bush Story
20:43 Corporate vs. Startup Leadership
25:11 Why She Joined That's It.
26:38 Becoming President
29:00 Scaling as a Leader
31:06 Growing Pains in HR
31:51 Why Most People Need More Fiber
33:43 Real Fruit vs. Added Fiber
35:04 Endurance Training & Mental Toughness
35:33 Crossing the Boston Marathon Finish Line
36:59 The "Stacking Bricks" Mindset
38:27 Recovering from a Broken Arm
40:57 Why She Refuses a Victim Mentality
42:47 Balancing Ambition with Patience
43:50 Improving School Nutrition
46:41 Leadership Advice for Women
49:40 Rapid Fire Questions
53:43 Closing Thoughts
