David Scharfman, the entrepreneur behind the snack brand Just the Cheese, proved that you don’t need to land a Shark Tank deal to build a successful business. From rebooting a family recipe to growing retail distribution nationwide, his journey shows how persistence and product focus can carve a niche in a competitive food market. As of 2025, Just the Cheese is valued at around $10 million, and its story is a case study in smart branding, ecommerce strategy, and grit.
From Wisconsin to Global Experience
Born and raised in Madison, Wisconsin, David Scharfman, now 39 years old, didn’t start his career in the food industry. He earned a degree in political science and government from the University of Wisconsin–Madison in 2008 and later completed an MBA focused on finance and management at the UVA Darden School of Business. His educational foundation would later prove valuable in navigating the operational and financial aspects of a growing consumer brand.
After graduating, he launched the Guangdong Poker Club in China in 2009—a short-lived venture. Not long after, he joined the family’s Specialty Cheese Company, working as an international marketing manager in China. In 2012, he attempted to start Fresh! Cheese Company in Manila, Philippines, but the business failed, forcing him to pivot once again.
He moved to New York City, where he worked as a consultant at The Alexander Group and rose to the position of senior consultant. Still, the cheese business would eventually call him back.
The Birth of Just the Cheese
In 2017, David and his wife tried a baked cheese snack from another brand, which sparked an idea. He remembered the original baked cheese snack developed by his father’s company years ago—a product that had lost traction over time. David believed the original formula tasted better. After calling his father with a proposal to revive the recipe under a new brand, Just the Cheese was born.
Unlike typical snack bars, these products contain 100% real cheese, shredded and baked until crisp. With no fillers or preservatives, they appealed directly to keto, low-carb, and gluten-free consumers. The startup saw quick success: in its first year, Just the Cheese brought in $3.7 million in sales.
Shark Tank Rejection, But Not a Setback
David took the growing brand to Shark Tank in 2019, appearing on Season 11. His pitch was memorable—clear, passionate, and well-rehearsed. The Sharks were intrigued but not sold. While guest investor Daniel Lubetzky acknowledged the snack’s health-conscious appeal, he noted that similar products already existed.
Profit margins were another sticking point. Despite the strong early sales, the cost of goods and logistics weighed down profitability. Kevin O’Leary offered $500,000 for a $0.20 per-bar royalty, and Lori Greiner initially followed suit before backing out. Mark Cuban’s equity ask was too high for David to accept. Ultimately, no deal was made.
Still, the appearance paid off in another way—national exposure. Just the Cheese was quickly featured in The New York Times, The Boston Globe, Food Network, and Today, fueling customer interest and online sales.
Expansion Through Retail and E-Commerce
Post-Shark Tank, the company doubled down on retail and online channels. Just the Cheese products became available at 7-Eleven, Target, Walmart, and other stores across the U.S. The company also saw strong sales through Amazon, which became one of its top sales platforms. As of 2021, the brand was generating $4 million in annual revenue, showing consistent growth.
On social media, the brand cultivated a niche community. With over 8,500 followers on Instagram and a loyal customer base on Facebook, Just the Cheese continued building an audience of health-conscious snackers, especially among keto and low-carb eaters.
The company’s ability to scale without venture capital funding made it especially attractive in the lean startup space. Scharfman emphasized product quality and customer trust, sticking to the core concept of baked, crunchy, cheese-only snacks with clean labels.
A Strategic Exit
In December 2022, Just the Cheese was acquired by John B. Sanfilippo & Son, Inc., a large food manufacturer known for its snack nuts and trail mixes. While the sale price was not disclosed publicly, industry analysts estimate the brand’s value at around $10 million at the time of acquisition.
Though David Scharfman hasn’t disclosed how much he earned personally from the exit, it’s clear that the venture marked a major financial success. Considering the brand’s valuation and the likely equity he held, Scharfman’s personal net worth is estimated to be in the low eight figures, with continued opportunities in the food and CPG (consumer packaged goods) sectors.
He is now believed to be involved in advisory and strategic roles within the food industry, leveraging his brand-building experience. As of now, David maintains a low public profile regarding his personal life but is known to be married and based in the U.S.
Final Thoughts
David Scharfman’s path wasn’t smooth—but that’s what makes the Just the Cheese story compelling. He launched and lost businesses, adapted through different industries, and ultimately returned to his roots to revive a forgotten family product. Even without a Shark Tank deal, he built a nationally distributed snack brand, expanded its reach, and executed a successful exit.
In today’s crowded consumer landscape, Scharfman’s journey is proof that a focused niche, quality product, and direct engagement with customers can outperform hype—and sometimes, even the Sharks.
