Since then, the brand has expanded into bakeware, food storage, and other home essentials, all while staying true to its mission of eliminating toxic materials from everyday products. I sat down with Nathan to learn how he’s scaling Caraway, navigating retail expansion, and ensuring the brand’s commitment to safety and design remains at the forefront.
Dave Knox: Let's start by describing what Caraway is.
Jordan Nathan: Caraway launched in 2019 as a brand focused on non-toxic kitchenware. We began with cookware, providing a ceramic non-stick alternative to Teflon, and have since expanded into bakeware, food storage, and kitchen utensils. While eliminating PFAS remains central to our mission, we’ve also prioritized reducing microplastics in the past 12 to 18 months. Our goal is to make all homes non-toxic, and we’re excited to continue expanding our product range. We believe that by offering high-performance, beautifully designed products that are safe for families, we can create lasting change in how people think about their kitchens.
Knox: Your brand's expansion has mirrored your own life journey—starting with millennials in small apartments and now catering to families. How has that shaped your growth as a founder?
Nathan: We've always stayed true to our mission of making homes non-toxic, but scaling has been a challenge. Early on, it was just four of us working out of a small space, wearing multiple hats. Now, we’re approaching 100 employees, and our growth has required structuring teams with clear ownership over go-to-market strategies and sustaining existing products. Expanding into multiple product categories and retail channels has pushed us to be more thoughtful with every launch, ensuring each product aligns with our original values. We also have to balance growth with maintaining our core identity, making sure we don’t lose sight of what made Caraway resonate with consumers in the first place.
Knox: How have you maintained your mission while innovating new products?
Nathan: We take a holistic approach, considering the entire kitchen. My own experience in 2017—accidentally overheating a Teflon pan and getting sick from the fumes—was the catalyst for launching Caraway. Consumers were already aware of PFAS risks, but we’ve focused on education and transparency. As we expand, we ensure our materials match each product’s purpose—whether ceramic, wood, or glass—rather than forcing a single material across all categories. This helps us maintain our non-toxic commitment without compromising performance or design. We also invest heavily in testing, ensuring every product meets our safety standards before it reaches customers. It’s about balancing innovation with responsibility.
Knox: Caraway started as a direct-to-consumer brand but has since expanded into retail. How do you adapt your products for different sales channels?
Nathan: We always planned to be omnichannel, even before launch. Retail partnerships take years to develop, so we began conversations early when we were first fundraising. To truly replace PFAS-laden products, we need to be on physical shelves, making accessibility a priority. You see a lot of brands whose innovation is driven by the retailers, and we as a brand try to actually do the opposite. We try to create the best product that we think the market needs and then leverage distribution to get those products out. That said, we’re exploring opportunities for exclusive colors or assortments in specific channels as we grow. We also adapt our marketing and packaging for different retail environments, ensuring that whether a customer discovers Caraway online or in a store, they get the same premium, educational experience.
Knox: Consumer awareness of PFAS has grown since Caraway’s early days. How has that shift impacted your role in the conversation?
Nathan: Education has always been core to our brand. As awareness increases, so does consumer confusion, since not all brands are transparent about materials. We focus on credibility—publishing test reports, offering a “shop by toxin-free” feature on our site, and ensuring our messaging is clear. The past decade has seen a shift toward organic food, and now that same scrutiny is reaching kitchenware. We want to lead that conversation by providing high-quality, transparent products. This means continuously engaging with our customers, updating them on regulatory changes, and helping them navigate the evolving landscape of kitchen safety.
Knox: Caraway balances non-toxic advocacy with stylish design. How do you maintain that equilibrium?
Nathan: Design is our marketing vehicle—it draws people in. Historically, non-toxic or eco-friendly products haven’t always looked great, so we use aesthetics to capture attention while our safety credentials close the sale. It’s a balance of what we show versus what we say. Our colorways and sleek designs make people excited to display our products in their homes, which naturally leads to word-of-mouth growth. We want people to feel good about what they’re cooking with, both aesthetically and functionally.
Knox: How has social media influenced your brand’s evolution?
Nathan: Social media has been a huge advantage. We launched during the rise of Meta ads and TikTok, allowing us to educate consumers and build a strong community. Our ambassador program includes over 3,000 influencers who share how Caraway impacts their lives. Retailers tell us that customers recognize our brand from Instagram, which validates our digital-first approach. We’ve also seen organic community building—customers sharing their unboxing experiences, showing off their kitchens, and recommending us to friends. This kind of engagement reinforces our brand’s credibility and helps us reach new audiences in an authentic way.
Knox: What has your fundraising journey been like?
Nathan: We’ve raised $40 million in equity, but every round has been a challenge. My pre-seed round took 10 months—I pitched nearly 1,000 investors while lugging cookware samples around New York. At the time, several other DTC kitchen brands had launched, making it tough to stand out. Early on, I underestimated the importance of pitching the full vision beyond cookware. We later raised a seed round and, in 2022, a growth equity round during a tough market. Despite external funding, we’ve always prioritized profitability and cash flow sustainability to support long-term growth. This approach has given us flexibility, ensuring we’re not dependent on continuous fundraising to sustain operations.
Knox: Where do you see Caraway evolving next?
Nathan: We have an exciting R&D pipeline and plan to launch a few new products each year. We named ourselves Caraway Home for a reason—there’s significant opportunity beyond the kitchen. Channel expansion is also a priority. We're currently in 700-800 retail locations, have a strong Amazon presence, and a digital-first DTC strategy. Right now, we’re U.S.-focused, with no physical retail stores, so there’s immense room for growth. International expansion is something we’re keeping an eye on, as well as exploring other areas of the home where non-toxic solutions are needed.
Knox: What advice do you give other founders looking to scale their businesses?
Nathan: Two things: First, the business model has to work from day one. Adjusting margins or pricing later is tough, so nailing unit economics, pricing, and vendor terms early is crucial. Second, take a long-term approach. Founders often get caught in daily fires, but thinking five to ten years ahead helps prioritize what needs immediate attention versus what can wait. Long-term planning enables better marketing and product launch strategies, ensuring steady growth rather than reactive decision-making. Having a clear vision and patience is key to building something sustainable.