Hype
Yesterday closed at $126K and 2,424 orders on a Friday — April MTD is sitting at $2.89M with the pace to beat March. Aidan dropped a killer competitive intel baseline on RYZE, EDD, Javvy, and Grüns that found real whitespace for MUD (creative ritual, nervous-system regulation). You're depleted from a heavy week of $100M strategy talks — take today to breathe, surf the 2-3ft at Pleasure Point, wrestle with the kid, sharpen the blade. Monday's pulling in more swell.
What You Missed
Signals from yesterday
Inbox
Brittainy · True Spice FoodsAction
Re: Purchase Order from MUD/WTR (PO2211 — REVISED)
Revised sale order 5603 for PO 2211 attached with Stephen, Emma, Kaydie, Matt, and AP looped in. This is co-pack execution for a pending production run — Stephen will drive, but confirm the revision reflects what was approved.
UPS · CustomsUrgent
UPS Needs Info for Customs Clearance — 1ZY2650R0493185172
Inbound shipment from Algarrobos Orgánicos (Peru) is stuck at US Customs and needs info within 5 days or it delays further. Three reminders fired between 7:58pm and 10:21pm last night. Forward to ops so they can handle the brokerage request today.
CartaAction
Option grant to sign
A new option grant was issued in Carta yesterday and is waiting on your signature before it can be sent to the optionholder. Two-minute click — sign it and clear the block for whoever's waiting on equity.
Thomas · LabProofFYI
Re: LabProof Certification
Thomas is following up from Expo West on LabProof third-party testing (same outfit as Andrew Wilkinson's Mateina cert). He says customers are starting to scan MUD barcodes in his tool and seeing "uncertified." Low urgency but a brand-trust play worth evaluating given the purity narrative.
Eva · Digital RoomFYI
Purchase Order from MUD/WTR (PO2222)
Digital Room received PO2222 and the new artwork — estimating team confirming pricing, then a proof comes back to the ops/retail team. No action from you yet; just waiting on their turnaround.
Fathom Recaps
No Fathom recordings captured since yesterday. Megan flagged in #growth that the note-takers have been dropping from meetings this week — Claude whispered summaries stepped in for at least one.
Slack Highlights
Aidan Orozco · #marketing · Fri 4:31pm
Competitive intel baseline dropped. RYZE (~653 ads, liver/alcohol moat), EDD (ADHD companion angle, 25-variant Adderall hook), Javvy (900+ ads, anti-coffee-shop economics), Grüns (GLP-1 moat, 11 celebrities). Flagged MUD whitespace: creative ritual, nervous-system regulation, right-brain creativity. Weekly Monday cadence starts next week.
Jeff Howard · #mudsales2026 · Thu 3:46pm
Sprouts call recap — very positive. Jorge confirmed Hot Chocolate shippers + Matcha shipper (Matcha + Strawberry Matcha) for October. He wants to fight for Vanilla Chai in the tea set, which puts him in competition with you for coffee set placement. Open question: inline vs off-shelf. "Bonkers end of year at Sprouts."
Megan + Emma · Group DM · Thu
Plateau / $100M conversation. You wrote a long thesis: $200M+ acquisition floor, needs $100M revenue + 20% growth + 1% EBITDA minimum. DTC plateaued since 2022 while RYZE/EDD captured share. Danielle brought in to fix DTC foundation. You told Megan you were "extremely depleted" and pushed the next session to Costa Rica or next week.
Britney · Group DM · Thu 11:57am
Insights overhaul pitch. She wants to tidy the surveys, build an insights bot, and surface claim-worthy stats for the site ("89% of people felt more energy"). Scoped doc in Notion — waiting on your feedback before kicking off.
Shane → Travis · DM · This morning
The Rise 2 page needs a logo at the top. You dropped the link and the ask — follow-through with Travis later.
Notion To-Dos