Neil Grimmer is an entrepreneur at the intersection of creativity, brand and business strategy. Prior to founding Habit, Neil was the co-founder and CEO of Plum Organics, the number one organic baby food brand. A former punk rock musician and artist turned entrepreneur, his punk roots have served him well in a creative career that has taken him from art galleries to product design at IDEO. As Habit’s Founder and CEO, his "outsider" sensibility permeated the purpose and design of the first personalized nutrition company created for anyone who wants to be their best through the transformative power of food. Under Neil’s leadership, Plum Organics became one of the first companies to reincorporate as a Public Benefit Corporation in Delaware in July 2013, reinforcing its mission to combat child hunger and conduct business responsibly. Neil also launched Plum’s social impact program The Full Effect™, dedicated to nourishing little ones in need across America.