#088 From Chef to AdTech Founder: Benjamin Christie's Unexpected Journey

Built For This Podcast, with Carly Pepin

October 8, 2026 by

Carly Pepin

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In this episode of Built For This, Carly Pepin sits down with Benjamin Christie, founder and president of Gourmet Ads, to explore how a former chef turned an unexpected opportunity in digital advertising into a global business serving billions of advertisements every month.

Benjamin shares how a challenge to find an online audience for a cooking show eventually led to the creation of Gourmet Ads. One particularly unusual request from a European butter company, which wanted to advertise alongside banana bread recipes, sparked an innovation that would transform the business. What began as a manual search evolved into technology capable of analyzing billions of URLs to identify highly targeted audiences.

Carly and Benjamin explore why the best innovations often come from solving real customer problems, how curiosity and trust have helped him build a loyal team, and why businesses need to keep experimenting even after nearly two decades of success.

They also discuss navigating unexpected disruption, developing contingency plans, embracing AI, and how Gourmet Ads is adapting to changes in online publishing, connected television, and retail media.

Key Takeaways

The Best Innovations Start With a Problem Worth Solving

Benjamin believes great technology starts with a genuine customer or operational challenge. Rather than building complicated solutions for the sake of innovation, his approach is to start small, test quickly, and refine based on real feedback. Gourmet Ads' banana bread campaign is a perfect example of how one unusual request can lead to an entirely new business capability.

Build a Business That Can Survive When the Rules Change Overnight

When a major technology partner gave Gourmet Ads just six weeks to move off its platform, Benjamin learned the importance of having alternatives ready. Today, contingency planning is a fundamental part of how he operates, helping the business respond quickly when circumstances change beyond its control.

Curiosity and Trust Are More Valuable Than Constant Oversight

Benjamin looks for curious people who enjoy solving unfamiliar problems. He also believes in treating employees like adults, trusting them to do their jobs, and supporting their lives outside work. That philosophy has helped Gourmet Ads retain key team members for more than 15 years.

About Benjamin Christie

Benjamin Christie is the founder and president of Gourmet Ads, a global digital advertising company specializing in connecting food, wine, grocery, and consumer brands with relevant audiences.

Since founding Gourmet Ads in 2008, Benjamin has become a recognized expert in programmatic advertising, curated advertising, and header bidding technology. Drawing on his background as a chef and his experience building a global technology business, he continues to develop innovative advertising solutions and regularly shares his expertise at industry events and conferences worldwide.

Memorable Quotes
"I find the best software decisions, like when you're making software, are backed by either customer problems or something you're trying to solve."
"One thing I've learned in 18 years, you've got to have a redundancy plan in the pocket always."
"I think that if you treat people like adults and you treat them like you want to be treated, that they end up working better for you."

Benjamin Christie