40 Under 40: Ethan Moore


“Relationships are everything to your success.”

Freshly Picked • CEO • Lehi • Age 31

After graduating in business from BYU in 2012, interning at Kickstart Seed Fund, and then joining McKinsey in Dallas, Texas, Ethan Moore was ready for some risks and rewards. So he moved back to Utah, where he promptly met Freshly Picked founder Susan Petersen — queen of the baby moccasin brand sweeping the nation. When Petersen decided to name a new CEO, Moore was the one. And since he’s joined the company, they’ve tripled sales, opened their own production/fulfillment operation, and added new team members and products like their fan-obsessed diaper bag. Moore is more, people.

CHILDHOOD DREAM “A dentist. But then I shadowed one in high-school and was scared off. Too much being in people’s mouths.”

DREAM MOMENT “Launching the diaper bag line at Freshly Picked took a ton of guts — as previously the company had only done baby moccasins. It’s become our most successful product, however, and given me a roadmap for future product innovation.”

ULTIMATE DREAM “To lead an organization that helps change the approach to drug addiction.”


MASK MOJO When the world shut down, Freshly Picked went from moccs to masks and sold these branded babies.


QUARANTINE HIGHLIGHT “The time with our 10-month-old son.”

QUARANTINE SURPRISE “I’m way more of an extrovert than I realized.”

QUARANTINE TAKEAWAY “I plan on having much more flexibility and creativity around remote work solutions.”


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