As we wrap up the numbers for July, we're feeling pretty stoked.

We just conducted our first-ever off-shelf at Whole Foods. In the two weeks the promo ran, we saw a 99% lift in unit sales. Yeah. That's right. We sold DOUBLE what we typically do at this nationwide retailer.

We've run one promo in the past. We saw a big lift then, too, and a 30% sustained lift in sales after the promo ended. Here's to hoping we see the same this time around!

For you visual folks, here's what our Whole Foods $$ have done since we launched in October:

Rocking this promo also means that we sold a TON of bread to UNFI (Whole Foods' dedicated distributor) in the weeks leading up to the sale -- and June was just a stone's throw away from break even.

To be able to make all the bread we needed for the promo, we put a pause on scaling up our D2C. We scaled back our ad spend, focused on sales and flavor drops on our email list, and managed to keep revenue steady while decreasing costs.

Again, for you visual folks, this is what revenue is looking like. We've come a long way!