Plainfield
Indiana University, Kelley School of Business
Industry: Consumer Product Goods – Dairy
Founding Student Name(s): Joshua Grinberg
Brief Description of Solution: Plainfield is a lactose-free, high-protein cottage cheese crafted for health-conscious consumers who love dairy but can’t comfortably digest it. Unlike traditional brands that ignore lactose sensitivity, Plainfield blends clean ingredients and functional nutrition to deliver a satisfying snack without compromise.
Funding Dollars: $5,000
What led you to launch this venture? I launched Plainfield after struggling to find a high-protein snack that didn’t upset my stomach. Living with Crohn’s disease, I realized that most dairy-based options caused bloating or discomfort. When I looked at the booming cottage cheese market, I noticed a clear gap in lactose-free options. That’s when I saw an opportunity to create Plainfield.
What has been your biggest accomplishment so far with venture? My biggest accomplishment so far has been seeing Plainfield resonate with people beyond just an idea. Within the first 20 days of launching our social media initiative, we hit over 40,000 views, proof that there’s real excitement for what I’m building. Shortly after, I hosted a pop-up event where we completely sold out, had hundreds of people sample the product, and even started a waitlist. The positive feedback and genuine enthusiasm validated all the hard work that went into developing Plainfield, and it was the first moment I realized this could truly become something bigger.
How has your business-related major helped you further this startup venture? I double-majored in entrepreneurship and finance, and each played a key role in building Plainfield. My finance background was essential in developing detailed financial forecasts and breaking down cost of goods with precision. My entrepreneurship major, on the other hand, helped me navigate the highs and lows of starting a company – and staying scrappy, resourceful, and creative in turning an idea into a tangible product. Together, they gave me both the analytical foundation and the entrepreneurial mindset needed to bring Plainfield to life.
Which business class has been most valuable in building your startup and what was the biggest lesson you gained from it? Without a doubt, Spine Sweat has been the most valuable class in building my startup. It was the most transformative experience of my four years at Kelley. The course pushes you to learn by doing, with real stakes, real accountability, and the expectation that you give it everything you’ve got. At the end of the semester, I won the class competition’s Best Overall Venture Plan Award. It was the culmination of countless late nights, revisions, and pitching practice, all driven by my belief in Plainfield’s potential. I poured everything I had into that competition and earning that recognition validated both the idea and the effort behind it. The biggest lesson I took away is that with hard work, dedication, and consistency, you can achieve anything. Spine Sweat taught me to trust my instincts, embrace pressure, and believe in my ability to build something meaningful from the ground up.
What business professor made a significant contribution to your plans and why? Professor Regan Stevenson made a tremendous impact on my journey with Plainfield. He gave me the initial push to move forward with the venture and was there during the moments when I felt stuck or discouraged. His guidance, encouragement, and willingness to share his own entrepreneurial experiences (especially from building in a similar space) helped me navigate challenges with clarity and confidence.
What founder or entrepreneur inspired you to start your own entrepreneurial journey? How did he or she prove motivational to you? I’d have to say my biggest inspiration has been my dad. Growing up, I admired his independence and the freedom that came with working for himself. I was drawn to the idea of being my own boss: setting my own hours,
making my own decisions, and taking full responsibility for the outcome. That sense of ownership and self-determination is what sparked my interest in entrepreneurship and continues to motivate me every day.
What is your long-term goal with your startup? My long-term goal is to scale Plainfield into national-level grocers and make lactose-free cottage cheese a household staple. Reaching this milestone would not only validate the demand for gut-friendly, high-protein dairy, but also allow Plainfield to expand into new product lines that continue redefining what clean, functional dairy can be. Ultimately, I want Plainfield to stand for more than just cottage cheese, to represent better-for-you foods made without compromise.
How has your local startup ecosystem contributed to your venture’s development and success? The local startup ecosystem in Bloomington played a huge role in Plainfield’s growth. The Innovation Center served as a true accelerator, providing mentorship, resources, and an environment where ideas constantly evolved. Being surrounded by other founders every day pushed me to think bigger, move faster, and stay accountable. That constant exchange of ideas and energy helped Plainfield grow far beyond what I could’ve accomplished alone. It took a village to get this far.
DON’T MISS: MOST DISRUPTIVE BUSINESS SCHOOL STARTUPS OF 2025
© Copyright 2026 Poets & Quants. All rights reserved. This article may not be republished, rewritten or otherwise distributed without written permission. To reprint or license this article or any content from Poets & Quants, please submit your request HERE.
