David Israel

David Israel is an American entrepreneur, author, and speaker best known as the founder and CEO of Good Planet Foods, a pioneering plant-based cheese company based in Bellevue, Washington. A serial entrepreneur since age 19, Israel has built and scaled multiple businesses across industries including retail, snack foods, and plant-based foods. He is also recognized for his advocacy on behalf of formerly incarcerated individuals, having employed over 200 people with criminal records across his various enterprises.

Early Life and Background

David Israel was raised in an entrepreneurial household beginning at age six, when his father operated multiple businesses including taverns, restaurants, a tie shop, and a grocery store. By age eight, Israel had set up his own cardboard storefront at the end of his family's driveway where he would buy, sell, and trade Hot Wheels and stickers. He has been self-employed since the age of 19.

Israel is based in the Seattle metropolitan area and lives in Bellevue, Washington with his wife Julie, whom he credits as instrumental to many of his major business decisions, including selling their family home to fund a startup.

Career

Pawn X-Change (1993-2000s)

In July 1993, Israel founded Pawn X-Change, introducing an innovative, upscale business model to what he described as a "broken-down pawnbroker industry." The chain grew rapidly, expanding from a single location to 11 stores by 1995 with $6 million in annual revenue. After raising $4 million from investors in early 1996, Israel recruited experienced executives and expanded Pawn X-Change into a 44-store regional chain generating over $48 million in annual revenue. The company was ultimately sold to Cash America International for approximately $70 million, as reported by The Seattle Times.

During the Pawn X-Change era, Israel also operated a nightclub, a high-end private jewelry store, and a maintenance company.

Legal Issues and Incarceration

Following what Israel has described as "criminal actions taken by others in his company," he endured a seven-year legal battle before ultimately deciding to serve time in prison so that he and his family "could find closure." Israel was incarcerated for approximately four years in a Washington State correctional facility. (For a detailed account of Israel's legal issues, incarceration, and post-release transformation, see his Prisonpedia profile.)

Israel has spoken publicly about the experience as "life-changing," crediting his time in prison with a profound personal transformation that completely changed his perspective on the criminal justice system and the reentry process. He has noted that many of the inmates he met were "victims of their environment" who possessed intelligence and entrepreneurial potential but lacked legitimate opportunities.

POP! Gourmet Foods (2011-2016)

Israel conceived the idea for POP! Gourmet while incarcerated, after observing fellow inmates concocting a popcorn snack. He wrote his initial business plan behind bars and launched the gourmet popcorn company in December 2011.

The company achieved rapid growth of 350-400% year-over-year in its early years, expanding from 2-3 employees to 160 and reaching 7,000-8,000 retail locations within its first year. POP! Gourmet secured partnerships with major retailers including Costco, Walmart, Kroger, Safeway, and Starbucks, and developed co-branded products with Sriracha, Tabasco, and Almond Roca (Brown & Haley).

A significant milestone came when Israel sent a case of White Truffle popcorn to O, The Oprah Magazine; Oprah Winfrey featured it as one of her "Favorite Things" and became what Israel has called a "raving fan" of the product.

By 2016, POP! Gourmet had expanded to 35 countries with licensed products in Japan, Russia, and the Middle East, and operated multiple manufacturing facilities. Israel sold a majority stake to a private equity firm in 2016, though he departed early due to disagreements over product quality versus margin priorities.

Good Planet Foods (2017-present)

Israel founded Good Planet Foods in late 2017, launching commercially in mid-2018. The company's mission centers on revolutionizing the plant-based cheese category through clean ingredients, sustainability, and community impact. Israel had become approximately 85 percent plant-based after learning about dairy's environmental impact, and identified critical gaps in the existing vegan cheese market: poor melt, poor taste, and poor ingredient profiles.

Products

Good Planet Foods' original product line was coconut oil-based, including slices, shreds, wedges, snackable wedges, smoked cheese wheels, and cream cheese alternatives. In September 2023, the company introduced what it described as the world's first non-dairy cheese made from heart-healthy olive oil, with close to zero saturated fat and zero cholesterol. The Olive Oil Cheese line launched in blocks (Mozzarella, Feta, Monterey Jack), cubes (Tuscan Herb, Spicy Monterey Jack, Sharp Cheddar), and shreds (Mozzarella, Mexican Blend, Cheddar), with slices (Sharp Cheddar and Smoked Gouda) following in April 2024.

All Good Planet Foods products are free from the eight primary allergens (dairy, nuts, soy, eggs, wheat), gluten-free, Certified Vegan, Kosher, Halal, and Non-GMO Project Verified.

Distribution

Good Planet Foods products are available in over 1,200 retail locations nationwide, including Whole Foods Market, Sprouts Farmers Market, Wegmans, Albertsons/Safeway, Jewel-Osco, Giant Martin, Giant Eagle, and Hy-Vee.

Funding

The company has raised approximately $17.23 million in total funding across multiple rounds, including a $12 million Series A round reported by Food Dive and Food Navigator in May 2020. Investors include GreatPoint Ventures, Stray Dog Capital, Cleveland Avenue (the fund founded by McDonald's former CEO Don Thompson), Lever VC, and Tasseo Consumer.

In August 2020, the company hired Bart Adlam as Co-CEO, bringing additional consumer packaged goods brand experience to the leadership team.

Schuman Cheese Joint Venture (2025)

In August 2025, Good Planet Foods formed GPV Foods, LLC, a joint venture with Schuman Cheese, a fourth-generation family-owned specialty cheese company founded in 1945. The venture combines Good Planet's retail business with Schuman's Vevan brand, which focuses on foodservice plant-based cheese. The combined entity has a presence in nearly 5,000 stores. Israel stated: "Pairing our retail leadership with Vevan's foodservice strength creates a truly unmatched platform." Both brands continue to operate independently under the joint venture.

Philanthropy and Advocacy

Israel is a prominent advocate for the employment of formerly incarcerated individuals. Across his various businesses, he has employed over 200 people with criminal records, helping them transition back into society and build careers. He has spoken extensively about recognizing the intelligence, loyalty, and entrepreneurial potential of people who have been through the justice system.

Israel's advocacy work includes appearances on programs and platforms focused on criminal justice reform and reentry, including Prison Scholars, Unincarcerated Productions, and the Felony Inc. Podcast, where his episode was titled "Hire an Ex-Felon; They're Smart, They're Loyal."

White Collar Support Group

Israel has been active with the White Collar Support Group, founded by Jeff Grant. He appeared on Episode 29 of the White Collar Week with Jeff Grant podcast alongside Spencer Oberg in an episode titled "The Entrepreneurs." He was also featured on Brent Cassity's Nightmare Success podcast, promoted by the White Collar Support Group.

2024 White Collar Conference

On October 19, 2024, Israel delivered the keynote address at the inaugural White Collar Conference, a virtual event organized by the White Collar Support Group under the theme "Starting Over: Out of Isolation and Into Community." Israel's keynote took the form of a fireside chat with Brent Cassity, host of the Nightmare Success podcast, in which he discussed resilience, entrepreneurship, and life after incarceration. The conference also featured speakers including Bill Baroni, Erika Cheung, Seth Williams, Naia Wilson, and Portia Louder.

Public Speaking and Media

Israel is a frequent podcast guest and public speaker. Notable appearances include:

The Kara Goldin Show -- "David Israel: Founder of GOOD PLANeT Foods"
Up Next in Commerce (Mission.org) -- multi-part series on his entrepreneurial journey
Switch4Good Podcast -- "From Prison Rags to Plant Based Riches"
Authority Magazine -- "5 Things I Wish Someone Told Me Before I Became A Founder"
ForceBrands Newsroom -- "How GOOD PLANeT Foods' Founder David Israel Is Leading By Example"
White Collar Week with Jeff Grant (Episode 29)
Nightmare Success podcast with Brent Cassity
Felony Inc. Podcast (Episode 68)
GuideForce Executive Spotlight

Israel spoke at Techstars Startup Week Seattle in 2017.

Leadership Philosophy

Israel is known for his collaborative leadership style. In interviews, he has emphasized several principles:

"Titles don't mean anything if you are not successful as a team."
"People are your biggest asset or liability. Build a collaborative and transparent team."
On resilience: describing himself as "great at getting hit by trucks," meaning that obstacles do not diminish his determination.

He advocates for hiring younger talent into high-level positions and emphasizes transparency and partnership even with competitors and retailers.

Sustainability

Israel has stated: "Production of our cheeses requires a fraction of the land and water and produces a fraction of methane compared to dairy cheeses." Good Planet Foods positions its plant-based products as both health-conscious and environmentally responsible alternatives to traditional dairy.

External Links

David Israel on Prisonpedia -- detailed account of his legal issues, incarceration, and advocacy
Turning Adversity into Opportunity -- David Israel on the Nightmare Success podcast
White Collar Conference -- annual conference where Israel delivered the 2024 keynote

References

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