Casey White
Casey White is the co-founder and co-CEO of Jaju Pierogi, a Polish dumpling company she started with her sister Vanessa in 2016 using their grandfather's recipes.
Casey White's Bio
Casey White is the co-founder and co-CEO of Jaju Pierogi, a Polish-American comfort food brand based in Beverly, Massachusetts. She launched the company in 2016 alongside her sister Vanessa, turning their grandfather's — their "Jaju" — cherished pierogi recipes into a growing consumer packaged goods business.
The sisters debuted Jaju Pierogi at a farmers market and sold out within the first hour, a signal that there was strong demand for authentic, family-made Polish dumplings. Seven years later, Jaju Pierogi is available in grocery stores across the country and has appeared on Shark Tank, where the sisters sought investment to continue scaling.
White brings a disciplined CPG growth mindset to the brand, balancing product quality with operational rigor. She and her sister continue to lead Jaju Pierogi as co-CEOs, keeping the company family-owned and rooted in the recipes and values their Jaju passed down.
Career Timeline
2016 — Co-founded Jaju Pierogi with sister Vanessa
Launched the brand at a local farmers market using their grandfather's Polish pierogi recipes; sold out within the first hour.
2023 — Appeared on Shark Tank
Pitched Jaju Pierogi on Shark Tank seeking $300,000 for 8% equity, bringing national attention to the brand.
2024 — Expanded into major grocery retail
Scaled Jaju Pierogi from farmers markets to grocery store shelves across the United States.
Episodes
Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)
Jeni Britton returns for an Advice Line special on How I Built This, this time to discuss Floura -- her new fiber-forward food company launched after building Jeni's Splendid Ice Creams into a nationally recognized brand. She reflects on pivoting from ice cream to functional foods, the science behind her 13-gram fiber bars, and why she wants to make fiber accessible without sacrificing taste.
Advice Line with Jeni Britton of Jeni's Splendid Ice Creams
Jeni Britton joins Guy Raz on the Advice Line to help three early-stage founders navigate marketing, fundraising, and PR. Jesse Koenig wants to focus his frozen fry brand's marketing. Casey White feels pressure to raise outside capital for her frozen pierogi company. Callie Zahar weighs whether to hire a PR firm for her purple sweet potato pet treat brand. Plus, Britton shares how her new fiber-forward company Floura is addressing a massive American dietary gap.
