Meet the Founder
Tatyana Jones
With every bag sold, we donate 1% of sales to women-owned businesses. Less than 2% of venture funding goes to female founders. We’re here to change that. DEFI is a proud partner of the Enthuse Foundation, a nonprofit dedicated to empowering women entrepreneurs to grow from new to next.
How DEFI Got Started
DEFI started in Tatyana’s kitchen. Growing up Ukrainian, buckwheat was a staple — and when she moved to the US, she couldn’t believe a superfood this good was practically unknown. (For the record: it’s not a grain or a wheat. It’s a flower seed — closer to a fruit.)
The shelves were full of better-for-you snacks and full of indulgent ones — and nothing that was honestly both. So she started experimenting at home, then brought in a chef to develop many of the flavors you see today: real chocolate, sprouted buckwheat crunch, no compromises.
She didn’t sell it at first. She brought batches to the gym and gave them away — and people kept coming back for more. Then a retailer placed a sizable order before ever tasting the product. That’s when it was clear: DEFI wasn’t just a snack. It was a brand.
We’ve been defying expectations ever since.