Aging with Dignity: Reimagining Nutrition for Older Adults with Jess Haghani

#38. What if aging well meant more than simply living longer? And why, in a world of constant innovation in health and wellness, have older adults been left with so few options when it comes to nutrition?

This week, Kate Yarbrough sits down with Jess Haghani, Founder and CEO of Lucille, a nutrition company reimagining what it means to age with dignity, choice, and joy. Inspired by her 92-year-old grandmother, Lucille, Jess set out to transform a category that has remained largely unchanged for decades. After beginning her career in senior housing, spending four years in private equity at KKR, and attending Harvard Business School, Jess found herself building a company rooted in one of the most personal relationships in her life.

That experience became the foundation for Lucille, which is bringing better ingredients, thoughtful design, and a fresh perspective to nutrition for older adults. In this conversation, Jess shares why aging remains one of the most overlooked opportunities in wellness, how cultural attitudes shape the way we care for older generations, and what she's learned about moving from investor to founder, building a mission-driven business, finding community in Boston, and prioritizing her own well-being while growing a company.

In this episode, we discuss:

• Jess's path from senior housing and private equity at KKR to Harvard Business School and founding Lucille

• How her grandmother's health experience inspired a new approach to nutrition for older adults

• Why the aging population remains underserved by innovation in health and wellness

• The cultural differences in how aging is viewed in the U.S. versus countries like Japan

• Misconceptions about nutrition, taste preferences, and the needs of older adults

• What it means to build a brand centered on dignity, independence, and joy

• How customer feedback and personal stories have shaped Lucille's product development

• The transition from investor to founder and the evolution from founder to CEO

• Why Jess chose to build Lucille in Boston and the role of the Harvard ecosystem

• The importance of boundaries, routines, and protecting your well-being while building a company

• Why creating better options for older generations is ultimately an investment in our own future