We recently had the chance to connect with Amy Isenberg and have shared our conversation below.
Hi Amy, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What’s the most surprising thing you’ve learned about your customers?
The most surprising thing we’ve learned about our customers is how deeply informed and intentional they are about what they eat. We speak with customers every week, and it is remarkable how many people follow some type of specialty diet to fit their unique needs. Whether that means avoiding seed oils or gluten, cutting back on sugar, increasing protein and fiber, or seeking clean-label ingredients. People today view food as an active part of their wellness strategy, not just a source of calories.
Another insight that continues to surprise us is how unfamiliar many younger consumers are with lentils. Quite a few teenagers have asked us, “What’s a lentil?” and haven’t heard the term legume or pulse, which speaks to how underrepresented this food group has become to a whole generation. That’s both a challenge and an opportunity: we get to be the brand that reintroduces lentils as a modern, craveable superfood. It’s incredibly rewarding to see that first connection happen – when a customer discovers that lentils can be both nutritious and genuinely delicious – and even replace a greasy chip habit or high sugar cereal.
Can you briefly introduce yourself and share what makes you or your brand unique?
Lentil Telepathy is on a mission to completely reimagine what lentils can be.
Most people know lentils as the soft, cooked version you find in comforting soups, but we’ve taken this overlooked superfood and transformed it into crispy, crunchy snacks you can enjoy anytime—straight from the bag, on top of salads and soups, or even as a crispy cereal for an innovative and delicious start to your day.
Our flavors are designed to delight your senses, from nostalgic breakfast classics like Chocolate and Smoky Marshmallow, to bold options like savory Cheddah, tangy Sea Salt & Vinegar, and globally-inspired Peri-Peri (chili, lemon, and garlic with a kick).
Each flavor is completely OIL-FREE, 100% plant-based, crafted with all-natural ingredients, and packed with protein and fiber from nature’s superfood. We are also certified non-GMO and Kosher.
Alongside creating snacks people love, we’re passionate about making healthy snacks available to underserved communities through our donation commitment. We believe no one should go hungry, and that’s at the core of everything we do since Day 1.
Great, so let’s dive into your journey a bit more. Who taught you the most about work?
Before launching Lentil Telepathy, I worked in marketing and communications at several startups. I owe a lot to those founders and experiences. Being an early hire meant I got a front-row seat to how a brand can grow from someone’s garage into a household name. Those experiences taught me just how much every single person matters in a small company. When a team is that lean, everyone’s contributions—wins and losses—are out in the open, and founders rely on each other fully. I learned a lot about integrity, trust, and how to navigate the rollercoaster of startup life, where every phase brings new highs and lows.
Learning is a lifelong process, and the person who continues to teach me the most about work is my co-founder and husband, Colin. No founder is an island, but if I were trapped on one, Colin is the person who will do whatever it takes to Figure. It. Out. He’s like a human toolkit or real-life Macgyver – pocketknife, duct tape, and a laptop and anything is possible! He has helped optimize our operations, from complicated financial modeling down to automating lentil prep tasks and even cleaning our kitchen equipment – there is no task too big or little.
We are both very hands-on, and we each play to our strengths: I’m focused on the big picture, relationships, and the heart of our brand which is our mission to nourish and uplift people. Meanwhile Colin brings his technical skills and natural curiosity to helping solve every challenge that comes our way. Our partnership is built on leaning into what we each do best, and that shared commitment has been a real foundation for everything Lentil Telepathy has achieved so far.
When did you last change your mind about something important?
I changed my mind as recently as this morning. Actually, I’ve completely shifted my perspective on changing my mind. I used to see it as a sign of indecision, as if reversing course meant admitting failure. But now I realize it’s one of the most powerful parts of leadership, especially when you’re building something innovative. Lentil Telepathy is pioneering a new way of thinking about legumes—as craveable, modern superfoods. When you’re forging new ground, adaptability is essential.
I read advice once that stuck with me: Don’t be afraid to “Kill your angels.” Meaning, try not to love an idea so strongly that you will protect it at any cost. It’s a reminder to stay open to hearing input, taking in data, and changing our opinions or actions if needed, even mid-course.
I think of it like Adele during that now-famous Grammy moment—She stopped mid-performance, smiled, and said, “We’re going again,” because she knew she could do better. No shame, no hesitation—just a commitment to excellence and honoring the moment. Then she absolutely slayed it to a standing ovation. That’s the energy we bring to our work. When new insights emerge, I’m not afraid to pivot. When I know I can do better, I will do better, and that’s how we keep moving forward, with confidence and clarity.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What are the biggest lies your industry tells itself?
One of the biggest lies our industry tells itself is that “better-for-you” snacks are actually better for you. Most of the time, it’s just better marketing. Better compared to what? Than the ultra-processed stuff, sure. But that’s a low bar. As a consumer myself, I find it exhausting to decode labels and read between the lines just to understand what’s really in my food.
At Lentil Telepathy, we keep it simple: real ingredients like whole lentils. We’re not claiming to solve the world’s nutrition problems, but we do believe that people should be eating more lentils and beans in general. We’re building a brand that’s honest by default, because we’re tired of the noise too. And we’re starting with one of the best foods around.
Okay, we’ve made it essentially to the end. One last question before you go. Are you tap dancing to work? Have you been that level of excited at any point in your career? If so, please tell us about those days.
I’m still very much in the “pinch me” phase. Every new order, every photo of someone carrying our LENTIL TELEPATHY tote is a reminder that what we’re building is real and resonating. Also, while attending trade-shows I’ve had “fangirl” moments meeting CEOs of food brands I admire. They’ve shared words of encouragement! You’d think I was meeting Taylor Swift – but to me, these Founders are A-list superstars.
It’s not all celebration, though—I’ve got plantar fasciitis at the moment, which is a daily reminder of the long hours on our feet, packing orders, hitting markets, and doing whatever it takes to grow. But the rewards are worth it. So while tap-dancing is off the table for now, you could say I’m busting a different move: the entrepreneurial hustle.
Contact Info:
- Website: https://www.lentiltelepathy.com/
- Instagram: https://www.instagram.com/lentiltelepathy/
- Facebook: https://www.facebook.com/LentilTelepathy
- Youtube: https://www.youtube.com/@LentilTelepathySnacks/shorts
