Today we’d like to introduce you to Jordan Isbell.
Hi Jordan, please kick things off for us with an introduction to yourself and your story.
My name is Jordan, and I am the founder of Party Pump Co. nut butters. But before I dive into that, I want to tell you a little about my mom and dad. My mom used to be an excellent baker and cake decorator. I remember peering over the kitchen counter begging to let me help. Alas, the answer was always “when you’re older.” My dad was an excellent cook and his love language was serving people food. My parents heavily influenced me because as I grew up, I started baking as a hobby. I especially loved finding ways to make unhealthy foods healthy, then sharing with others around me. Like my dad, nothing fills my cup faster than making people happy through food. My dad passed away about five years ago, and if I’m being honest, his passing is a big reason behind my business. My dad had an another impressive skill. He could do literally anything. Or at least, that’s what it seemed like. He never questioned it, never hesitated. He just figured things out. That’s a legacy I wanted to develop for myself and pass on to my daughters.
About five months after I had my third and final daughter, I decided it was time to prove to myself that I could do literally anything I put my mind to, and stepping on a bodybuilding stage was the perfect place to start. Because when you think about postpartum life, the first thing that comes to mind is obviously: let’s get shredded and stand on stage half-naked while strangers judge me.
So, in January 2023, I signed up with a coach and by October somehow I was up there, in a sparkly bikini, flexing for a panel of judges. Training, meal prep, posing practice, all while trying to keep tiny humans alive or juggle all the other responsibilities?? “Impossible” felt like an understatement. It really taught me to start being comfortable with being uncomfortable.
So, I made a maybe-unorthodox decision:
I wasn’t going to make two separate meals, one for my family and one for me.
They were going to eat what I was eating, and I was going to make what they loved, work for me.
That meant a whole lot more lean meats and veggies for them, but also, I was finding ways to fit homemade pizza and cinnamon rolls into my macros. Probably not the approach most coaches recommend, but you know what? It worked.
I made it to stage. I did the impossible. Aaaaaand I got last place.
But honestly? That didn’t even matter. I freaking did it.
After my show, I started reversing my diet and while I knew my macros were important, I realized I missed having more balance in my diet and being able to enjoy my favorite treats. That’s when I got into cashew butter.
But the more brands I tried, the more I thought… I could do this better.
I could make a cashew butter that actually tasted like Tollhouse cookie dough.
Or one that actually tasted like real cake batter.
With protein, sweetened with Stevia, flavored with actual ingredients like vanilla and salt.
And let me tell you, my baby LOVED it. So I started sharing it with my neighbors, my coworkers… and they loved it too. The more people I shared it with, the more feedback I got that people loved it and really enjoying adding it to their foods like oatmeal, fruit, rice cakes, and pancakes.
Then, something unexpected happened. I got laid off from my job.
Ironically, the manager who had to fire me suggested we partner up, he had this brand idea called Party Pump for gym merch, and I could sell my nut butters under it. Looking back, it’s funny, because the conversation was: If the nut butters don’t work, I’ll pivot and do something else to go with his merch.
Never the other way around.
But I ran with it. Next thing he knew, I was calling him, telling him we had a business license under the name Party Pump Co. and that I had signed us up for our first event.
That was February. By October I was standing in my booth at the Olympia – one of the biggest body building events in America. Since then we’ve gone to countless events and markets, and grown in online sales. We’re looking forward this year to growing more in online sales and retail.
Most importantly, gone are the days of barely surviving on chicken, broccoli and rice, then binging. We don’t do that. Our people find joy in their diet and make it work for them, not the other way around.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
In the beginning (and honestly, still now), I’ve had to do the job of five people. I handle production, marketing, fulfillment, social media, events, sales, the website, you name it. When you’re creating something from scratch, there’s no one to hand it off to when you’re tired. You just keep going.
I’ve had to show up to events, pitch stores, launch products, and build a brand in front of everyone while still figuring it all out. Sometimes the vibe is off. Sometimes sales flop. Sometimes people compare me to bigger brands or say things that sting. But I’ve learned to take the feedback and grow from it, not shut down.
One of the hardest parts has been navigating partnerships that didn’t work out. I’ve had to have really difficult conversations about equity, expectations, and vision. I’ve made decisions that were painful at the time, but necessary for the health of the business.
It’s easy to look around and feel like I don’t belong in a space dominated by influencers and big-budget brands. But every time I connect with customers who light up when they try the product or tell me they finally found something that fits their lifestyle, I remember why I started. That’s where the magic is.
We’ve been impressed with Party Pump Co., but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I’m the founder of Party Pump Co., a clean, high-protein nut butter company that’s all about making the fitness lifestyle fun, sustainable, and honestly, more delicious. We specialize in flavored cashew butters that taste indulgent but are made with clean ingredients and packed with protein. Everything is gluten-free, with no inflammatory oils, and made to fit the goals of athletes and health-conscious snackers without feeling restrictive or boring.
What really sets us apart is our culture. We’re not your typical health brand. We’re playful, bold, and a little irreverent. We believe joy and discipline can coexist. Our products are designed for people who are working hard toward their goals but don’t want to feel like they’re “suffering” through their diet. We’re the treat that fits the plan.
Brand-wise, I’m most proud of the community we’re building. It started with just me making nut butter in my kitchen and showing up at fitness events, but now we’ve got a growing fan base of athletes, gym-goers, and even parents who just want better snacks for themselves and their kids. Seeing people light up when they taste our butters, and then come back for more, has been everything.
I want readers to know that Party Pump is more than nut butter. It’s about helping people find joy in healthy living. We’re launching new flavors, limited edition drops, single-serve pouches, and even merch and digital content to support people on their journey. Whether you’re deep in prep, hitting the gym for the first time, or just trying to make better choices, we’re here to help make it fun.
Alright, so to wrap up, is there anything else you’d like to share with us?
If you’ve ever felt like healthy eating is boring or like you’re constantly choosing between results and happiness, you’re our kind of people.
Party Pump isn’t just about nut butter, it’s about creating a lifestyle that actually feels good to live. We’re building something bigger than snacks. We’re building a community of go-getters, gym rats, busy parents, and late-night spoon lickers who are done with the all-or-nothing mindset.
Pricing:
- $15/unit (retail price)
- $10/unit (wholesale)
Contact Info:
- Website: https://partypumpco.com
- Instagram: partypumpco
- LinkedIn: https://www.linkedin.com/in/jordan-isbell/
