Gindlesperger, a retired Army Special Operations Veteran whose battles spanned beyond his time in active duty, said he struggled with his health overseas after being poisoned.

“Instead of quitting, I turned my pain into purpose and built a toothpaste company to encourage others to never quit,” said Gindlesperger, co-founder and CEO of Grind Goods.

The Utah-based oral care company’s manufacturing operations are located in Vineyard.

After being disturbed by fluoride warning labels and the lack of safer alternatives, in 2020, he set out to develop and launch a toothpaste that offers the same benefits as fluoride but without the risks associated with it.

Though the Centers for Disease Control says fluoride is beneficial in strengthening tooth enamel and preventing cavities, for Gindlesperger, the concern lies in the chemicals in fluoride and the risks of excessive intake, especially among children.

Instead, Grind Goods toothpaste brings hydroxyapatite, a natural enamel-rebuilding ingredient, to every home.

Courtesy Grind Goods

With Gindlesperger’s plan seemingly in place, the focus then shifted to product production and ultimately getting it onto retail store shelves.

He applied to Walmart’s Open Call, a “shark tank” style contest that gives entrepreneurs a shot to pitch their products that are made, grown or assembled in the United States.

For selected entrepreneurs, the opportunity builds a bridge to landing their product in the hands of consumers inside Walmart and Sam’s Club stores and online.

Gindlesperger said the business was just getting off the ground in 2020, so Walmart didn’t select their Open Call application. But he kept trying, and in 2022, Grind Goods was selected to pitch its product and earned a golden ticket.

Walmart’s Open Call brings together 1,100 entrepreneurs in one place to sell their idea in a 30-minute pitch. Around 330 of those are chosen for a deal with the retail giant.

Gindlesperger said the golden ticket not only opened doors to store shelves, but it also birthed a partnership with a retailer that believes in supporting American-made products and underdog brands like what he and his team have created.

“Walmart Open Call was a game changer for Grind Goods,” Gindlesperger said. “Hearing that ‘yes’ was a moment we’ll never forget; it validated every late night and risk we took to build Grind Toothpaste.”

Grind Goods received its deal in June 2022, and by February 2023, its toothpaste was on the shelves in 365 stores.

They toothpaste is currently in more than 650 Walmart stores across the U.S.

As Grind Goods is landing on more store shelves, and more people are seeing the product, Gindlesperger said the results are paying off.

“Since that first yes, we’ve grown over 1,800% in sales and expanded from 365 Walmart stores to 658 nationwide, all because Walmart keeps believing in our grind and investing in our journey,” he told the Daily Herald.

Walmart says since 2014, Open Call has proved to be more than a pitch meeting; it’s also a platform for long-term business growth by helping thousands of small and medium businesses grow their operations.

This year, Walmart is looking beyond shelf-ready products. They’re also accepting applications from innovative companies with technology that supports U.S. manufacturing, the company said in a press release.

Applications for Open Call 2025 are being accepted through Friday.

Selected participants will be invited to Walmart’s annual pitch gathering at their Bentonville, Arkansas, headquarters, happening Oct. 7-8.

Gindlesperger’s story is an example of how resilience and persistence can yield a successful outcome.

“It’s proof that with relentless hustle, the right product and the right partner, the underdog can win big,” he said.

He encourages other Utah business owners and aspiring entrepreneurs to take advantage of the opportunity and to be relentless in their journey. 

More information on Walmart’s Open Call can be found at corporate.walmart.com.