#NewtoNext, Unbothered Foods, Morgan Murdock

Morgan Murdock is a registered dietitian who never envisioned herself as a founder of a consumer-packaged goods company, pitching her product to Whole Foods Market, organizing a crowdfunding campaign on WeFunder, or selling on Amazon.

Life has taken an exciting turn for Morgan since she won the 2024 Enthuse Foundation Pitch Competition.

Her brand, Unbothered Foods, specializes in fermented sourdough crackers that are not only delicious but also beneficial for digestive health.

Despite this shift in her career path, Morgan continues to do what she loves—helping people enjoy food.

“I launched Unbothered Foods with the sourdough crackers line because of my passion for the delightful taste of sourdough and the digestibility of fermented foods,” Morgan explained. “This was always my favorite topic to discuss with patients and became a highlight of our conversations. The excitement I witnessed in my patients inspired me to create sourdough-based pantry staples. I wanted to develop a product that would become a staple during grocery store runs.”

And she has achieved that. We caught up with Morgan to discuss how being the 2024 Pitch Competition Winner has furthered her quest for sourdough world domination (and we know Taylor Swift is a fan of the ingredient). Here's an excerpt from our conversation.

Enthuse Foundation (EF): Describe your brand. What problem is it solving?Morgan Murdock (MM): Unbothered Foods is a deliciously-fermented sourdough cracker brand. We harness the magic of sourdough to create a tangy, crunchy snack that leaves bellies unbothered. Our crackers are a tasty option for people with food sensitivities they can trust, feel excited to eat, and share with their friends.

EF: And we can attest – the crackers are delicious. Ok before we get into the Pitch Competition itself, talk to us about the application process.

MM: My biggest piece of advice - During the application process - be engaged with the Enthuse Foundation! Go to their events, tune into their info sessions and make yourself known.  If you get selected - Be yourself and practice a lot :). I felt confident during my pitch because I practiced it SO MUCH. I knew the cadence and the pauses and the spots where I could connect with the audience. I memorized my pitch and gave no space for "riffing". When you practice enough and get it down, you can come into your own and feel more comfortable with your delivery. 

EF: Practice makes perfect, and you were named the grand-prize winner! Tell us about that evening.

MM: I felt very prepared and supported going into the event. It was a packed house, which was intimidating, but everything went smoothly, and it felt a safe environment to really go for it. My biggest takeaway from the event was to not be afraid to really connect with people there. Everyone in attendance, including the judges are there to support you and cheer you on. Connections made at the event can go much further than just that one night. 

EF: OK – now get to the good stuff. You walked away with $15K and a slew of in-kind prizes. How have you utilized the offerings?

MM: I used my prize money and in-kind services in a number of ways. I was able to use the prize money to help support our transition from making crackers in-house to transitioning to working with a co-manufacturer. That transition took many flights, R&D and additional staffing, so the $15k helped us successfully make that transition happen. The in-kind services were amazing for photo/video assets for social media, mentoring, business and marketing strategy support. We are using our prize from Hummingbirds to help support our upcoming launch with Whole Foods - very exciting!

EF: Wow. I feel like things are exploding right now for Unbothered Foods. How has the brand grown since the Pitch Competition?

MM: Pitching at the event gave me confidence to make hard decisions in my business in order to grow and reach the next level of scale. Since the Competition, I have closed on my first round of funding, launched into retailers like Raley's, Whole Foods and Home Goods. Plus, we recently launched in Amazon’s store.

EF: Amazing to see what can happen in a year! So glad that we could be a small part of the Unbothered Foods journey. Thank you for your time Morgan!

MM: No, thank you! We are so incredibly grateful for the Enthuse Foundation’s support and making so much happen for our brand.

From practicing her pitch until every pause felt natural, to scaling into national retailers, Morgan’s journey with Unbothered Foods shows what’s possible when preparation meets perseverance. With confidence gained from the Pitch Competition and support from the Enthuse Foundation community, she’s turned bold ideas into tangible growth — proof that a simple cracker can spark a movement. Is your brand next? Find out - Apply to the 7^th Annual Enthuse Foundation Pitch Competition.