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July 17, 2025

Practice Progress Over Perfection: Interview with Tracey Halama, CEO of Supergut

My conversation with Tracey Halama, CEO of Supergut and former CEO of Vital Proteins
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Adam Mendler

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I recently went one-on-one with Tracey Halama, CEO of Supergut. Tracey was previously the CEO of Vital Proteins.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? 

Tracey: I studied economics and business at University of Michigan (Go Blue!) before starting my career in tech sales. I worked for Silicon Valley startups, Dell, and finished off at IBM before I took a big risk and bet on myself to move into CPG. I took a 70% pay cut and moved to selling “cow powder” as one of the founding members of Vital Proteins. The gamble paid off as it led to a billion-dollar exit. I love the brand/company building experience and have worked in start-ups since.

Adam: What experiences, failures, setbacks, or challenges have been most instrumental to your growth? 

Tracey: Shifting my career from tech to CPG was a big gamble, especially in the early days of Vital Proteins, but it’s never too late in life to take a risk. I have learned that changing industries or careers doesn’t define or shape who you are; you have to remember you can always go back to what you loved or what you were good at.  

When I am having self-doubt, I think back to Ikigai, a Japanese concept that refers to having a sense of purpose in life, to help decipher whether the risk is worth it or not. 

The challenges that have been the most instrumental to my growth have been times when I was forced to be vulnerable. Learning to be vulnerable, putting yourself in a vulnerable space, will make you a better leader. It forces you to address and understand your own personal shortcomings even when it’s uncomfortable. 

Adam: In your experience, what are the key steps to growing and scaling your business? 

Tracey:  You have to take stock of what you have, so you know where you are starting from.  

I start by asking: 

  • What are the headwinds and tailwinds in your business category?
  • Can you build a profitable business around consumer demand?

I measure all of the outside factors and then build the inside factors to support. I need both the macro and micro view to make it work. I also need a clear POV on who the brand is and the value it provides.

Another key part of growth is having relentless focus on the consumer and ensuring your product and messaging are appropriate for what the consumer is looking for and willing to buy.

Adam: What do you believe are the defining qualities of an effective leader? 

Tracey: I believe the qualities of an effective leader are: 

  1. Constructive Resonance: To help keep you honest and transparent.
  2. Bias to Action: Leaders that are willing to act, willing to roll up their sleeves and take the actions to move the business forward.
  3. Integrity: Do what you say and say what you do.

Adam: How can leaders and aspiring leaders take their leadership skills to the next level? 

Tracey: You should always be learning and stretching yourself to grow. Whether that is taking a class, reading a book, listening to a podcast, or getting a mentor – always be learning!

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders? 

Tracey: 

  1. Understand what is most important to you, your board, and your community. You have to understand compromise and the idea of “glass balls and rubber balls.” What are the glass balls that you cannot let drop because they will break you/your business?  What are the balls that you can drop because they can bounce and aren’t going to limit you in the short term? 
  2. Practice progress over perfection. Moving forward, or failing forward, is teaching you something and helping you make progress. 
  3. Be open to suggestions and don’t be myopic. You have to be open to feedback from your customers, your community, and your team. 

Adam: What is your best advice on building, leading, and managing teams? 

Tracey

  1. Give feedback in a way that people are willing to hear. 
  2. Meet the team where they are – what are their strengths, and where can you push them to grow?  Understand how they best communicate so you can tailor the message for them. 
  3. Focus on The Team, The Team, The Team! You can’t build a company without a solid team to help you. How can you support the team? How do you set them up for success by removing barriers or creating clear objectives?

Adam: What are your best tips on the topics of sales, marketing, and branding? 

Tracey:  Marketing and branding: Be authentically you, find your brand purpose, and make sure you are fulfilling that purpose. Be maniacal about the consumer experience and what they care about. If you have a great product, but the consumer experience your business will suffer. 

Sales: Understand what is important to your retailer and how your company/brand fits within mutual goals. It’s the best situation when you are working together towards a common goal versus just getting a product on the shelf. 

Adam: What is the single best piece of advice you have ever received? 

Tracey: An early mentor told me you are so good, but you break glass everywhere you go. If you could round out and soften your edges, you would be unstoppable. You have to stop, look, and listen to the team. 

Adam: Is there anything else you would like to share?

Tracey: It’s important to have varied voices, especially younger generations who have a seat at the table. How we were indoctrinated in the 90s is not the thriving company culture of today. To remain current, you have to combine the trends as well as historical corporate knowledge. 

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Adam Mendler

Adam Mendler is a nationally recognized authority on leadership and is the creator and host of Thirty Minute Mentors, where he regularly elicits insights from America's top CEOs, founders, athletes, celebrities, and political and military leaders. Adam draws upon his unique background and lessons learned from time spent with America’s top leaders in delivering perspective-shifting insights as a keynote speaker to businesses, universities, and non-profit organizations. A Los Angeles native and lifelong Angels fan, Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders.

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