Jordan Nathan, Founder & CEO of Caraway
Caraway started with a mistake. Jordan Nathan left a Teflon pan on the stove, inhaled the fumes, and got what’s known as “Teflon flu.”
That moment was enough to make him question why toxic materials were still the default in most kitchens — and it eventually led to Caraway.
He’s one of the founders we’re excited to welcome to Beanstalk, not because of a viral launch or a sharp brand, but because of how he works behind both.
Caraway debuted with a waitlist that looked more like a sneaker drop than a kitchen rollout. The demand was real, but the company didn’t sprint to chase it.
Caraway has raised $70 million, and Jordan still signs off on every color palette himself. His approach — careful, design-forward, tightly managed — has worked.
That shows up in the product decisions, too. Magnetic pan racks. Flat lids that stack cleanly. Details meant to stop the usual cabinet chaos before it starts.
And when the pandemic turned home kitchens into test kitchens, Caraway was already where people were looking.
As banana bread, sourdough, and baked feta pasta made the rounds, the brand quietly became the most-searched cookware company on Google.
It wasn’t a growth hack or a seasonal stunt. It was a focused offering that met the moment and held up under real use.
Jordan hasn’t scaled by widening the brand for the sake of reach. He’s kept it close — to the product, to the original insight, and to a clear point of view.
We’re looking forward to hearing him at Beanstalk and how he thinks about what comes next.
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