Founders in Full
Founders in Full explores the future of family-focused solutions—from innovative tech startups to mission-driven services and products that help parents, caregivers, and families thrive.
Each episode features candid conversations with founders on what it really takes to start and scale: from customer research and product-market fit to brand positioning and marketing strategies that drive growth.
Whether you’re a family-focused founder, investor, or advocate, you’ll hear real stories and practical lessons on finding your ideal customer, crafting trust-building messaging, choosing the right channels, and prioritizing time and budget when every decision counts.
Hosted by Dan Ritzke—Fractional CMO and FamTech Marketing Consultant—Founders in Full shares the stories and insights of the people shaping the next generation of family-centered solutions.
Founders in Full
Joe Weber - Four Star Mushrooms
In this episode of Founders in Full, I talk with Joe Weber, founder of Four Star Mushrooms, a Chicago-based mushroom company on a mission to transform our food system through regenerative agriculture, chef-driven partnerships, and urban farming innovation.
Joe’s journey began with a deep interest in ecology and sustainable agriculture. But after a lightbulb moment listening to a Paul Stamets podcast, he realized mushrooms could be the keystone species that brought his vision to life. With no prior experience growing mushrooms, he launched Four Star in 2019—and has been building ever since.
We dive into:
✔️ How a mission-driven vision became a high-growth urban farm in Chicago
✔️ What it really takes to build B2B relationships with top chefs and restaurants
✔️ How the brand grew organically through word-of-mouth and chef credibility
✔️ Why retail is the next big frontier—and the role that consumer education plays
✔️ The power of staying adaptable, making fast decisions, and solving problems that customers never see
If you're building a values-driven business—or thinking about how to scale something rooted in both purpose and product quality—this episode is for you.
About Four Star Mushrooms:
Four Star Mushrooms is a modern mushroom farm growing premium, specialty mushrooms in the heart of Chicago. With a commitment to regenerative practices, local food systems, and strong chef relationships, Four Star is changing the way people think about mushrooms—one dish at a time.
👉 Learn more about Four Star Mushrooms: https://www.fourstarmushrooms.com
👉 Connect with Joe on LinkedIn: https://www.linkedin.com/in/weberjoe1/
Connect with me (Dan Ritzke):
I’m a Fractional CMO who helps FamTech companies position their brand, sharpen their messaging, create marketing strategies that drive growth, and oversee execution to make sure those plans turn into results.
👉 Visit my website: https://danritzke.com/
👉 Connect with me on LinkedIn: https://linkedin.com/in/ritzke/
Apply to be on the podcast or nominate a founder:
👉 Founders in Full: https://danritzke.com/podcast/