The word KIND isn’t just a brand name for snacks; Founder of KIND Snacks Daniel Lubetzky calls it a “state of mind” and says he wants to inspire acts of kindness around the world.

The company has sold more than two billion bars and appeals to customers through the “real” and “wholesome” ingredients found in its products, but Lubetzky says it wasn’t an easy journey to get there.

The KIND snacks founder also shares his philosophy behind the company with Annika Pergament, and offers insight to entrepreneurs looking to follow suit.