E-40 Teams Up With Snack Brands at Costco

Productive Meeting At Costco

Rapper and entrepreneur Earl “E-40” Stevens recently dropped a sneak peek of his latest venture, sharing images from a “Productive meeting at Costco” with The Lumpia Company and Goon With The Spoon on Instagram. In the shots, E-40 is all smiles as he stands amid warehouse aisles, tasting Filipino-inspired snacks alongside the two brands’ founders.

E-40’s Entrepreneurial Track Record

Long before this retail foray, E-40 built a reputation as much for his business savvy as for his slang-laden rap. Born Earl Stevens in Vallejo, California, he has released more than 25 studio albums while launching ventures that span wine, spirits and hospitality. His Earl Stevens Selections wine label and the Leaf Bar eateries in Sacramento showcase his knack for turning passion projects into profitable enterprises.

Filipino Flavors Meet Mass Retail

Founded by chef-entrepreneurs, The Lumpia Company specializes in traditional Filipino spring rolls with modern twists. Goon With The Spoon, helmed by a Bay Area food influencer, has earned a loyal following on social media for its inventive Filipino comfort dishes. By partnering with E-40, both brands aim to move from local pop-ups and farms markets into big-box distribution.

In captioning his Instagram post—“Productive meeting at Costco @thelumpiacompany @goonwiththespoon”—E-40 signaled that the trio is negotiating shelf space in Costco warehouses. Photos show branded packaging and sample trays arranged on folding tables, as well as executives discussing logistics over pallets of inventory.

Behind The Scenes Of A Retail Rollout

Industry sources note that landing a spot in Costco’s frozen or deli section can translate into millions of dollars in year-one sales. For E-40, who has previously leveraged his celebrity status to pitch whiskey infusions and hard teas, the move represents a strategic extension of his consumer goods portfolio. It also underscores a growing trend of artists using their platforms to back minority-owned food businesses.

What’s Next

While no official launch date has been announced, insiders predict a phased rollout later this year, with regional tests before a nationwide push. Fans can watch The Lumpia Company’s Instagram feed for updates, and food-service news outlets expect Costco to confirm the deal in a corporate release ahead of the holiday season.

As E-40 continues to diversify beyond the stage, this latest partnership demonstrates the power of cross-industry collaboration—and the appetite for authentic, global flavors on American shelves. Stay tuned for when your local warehouse club adds lumpia and specialty Filipino snacks to its inventory.

Trivia

E-40 was one of the first artists to embrace the internet for music distribution, releasing tracks online in the early 2000s.

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Ratika Pai

 

Ratika holds a master's degree in commerce and a post-graduate diploma in communication and journalism from Mumbai University. She has 6 years of experience writing in various fields, such as finance, education, and lifestyle.

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