The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Elly Truesdell, founder and Managing Partner at New Fare Partners — a seed and Series A venture fund investing exclusively in food and beverage across the value chain. Elly brings one of the most distinctive full-stack perspectives in consumer investing: she spent nearly a decade at Whole Foods leading local brands and product innovation across the Northeast region and then globally, ran a co-manufacturing facility for 18 months, and co-founded Made by Nacho — a premium cat food brand launched with Bobby Flay that recently closed a successful acquisition. That rare combination of retail buying, operating, and founding experience is the backbone of what New Fare brings to its portfolio.New Fare Fund 1 is a $20M vehicle (plus a couple of SPVs, bringing total AUM to around $25M), and the fund writes first checks of $500K to $1M at seed and Series A, with the intention of getting to know founders for months — and often years — before investing.Hannah and Elly dig into what the Venn diagram between retail buying diligence and investor diligence actually looks like, how founders should adjust their pitch when moving from buyer conversations to investor conversations, and what the right team structure looks like when gearing up for a fundraise. They also tackle the question straight from the Startup CPG Slack community: what matters more — sales growth or profitability?Listen in as they cover:Elly's path from Whole Foods local brands and innovation to co-manufacturing to co-founding Made by Nacho with Bobby Flay to launching New Fare PartnersNew Fare's fund structure, check size, stage focus, and investment thesis around the modern eater and premiumizationThe Venn diagram between retail buyer diligence and investor diligence — where they overlap and where they divergeHow founders should adjust their pitch when moving from buyer conversations to investor conversationsThe power dynamic difference: why your investor relationship should not look like your retailer relationshipWhat Elly looks for in founders — motivation, conviction, and why she wants to see a little pushback in term sheet negotiationsPortfolio spotlights: Lucille (senior nutrition), NARA Organics (infant formula), and Bachan's (Japanese BBQ sauce)Team structure advice: two paths to building — formidable infrastructure from day one vs. lean and fractional with finance as the non-negotiable first hireThe Slack community case study question answered: sales growth vs. profitability — and why it's life stage dependentWhy the overcorrection toward profitability has not lowered growth expectations — the bar is just higher nowConsumer behavior and macro trends driving New Fare's thesis: premiumization, time collapse, and the shift in how people receive foodWhether you're a founder preparing for your first fundraise, an operator navigating the retail-to-investor pivot, or someone building in food and bev who wants to understand how the smartest investors in the room are actually thinking — this episode is a must listen.Episode Links: New Fare Partners: https://www.newfarepartners.comElly Truesdell on LinkedIn: https://www.linkedin.com/in/elly-truesdell-5106b65b/ New Fare Partners on LinkedIn: https://www.linkedin.com/company/new-fare/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Hannah Pollack, founder and CEO of Nightingale Ice Cream Sandwiches—a high-quality ice cream novelty brand celebrating its 10th anniversary. Nightingale crafts elevated ice cream sandwiches using non-GMO, sustainably sourced ingredients in flavors like key lime pie, banana pudding, and caramel churro that melt the way real ice cream should.Hannah shares how leaving the Marine Corps led her to culinary school, where she met her husband—a classically trained Belgian chef she lovingly calls Belgian Santa Claus—and how a dessert on their restaurant menu became the foundation of a nationally distributed brand. Caitlin shares how she first encountered Nightingale at the UNFI trade show in June 2025, courtesy of a very enthusiastic fellow exhibitor, and has been a devoted fan ever since.Together, they dig into what real ice cream actually is (and what frozen dairy desserts are trying to get away with), the strict temperature logistics of scaling a frozen novelty from Richmond, Virginia to California, and why doing site visits with distribution partners is non-negotiable. Plus, Hannah shares breaking news about Nightingale's expansion into 175 Whole Foods center store locations.Listen in as they cover:How a restaurant dessert became a nationally recognized ice cream sandwich brandThe real difference between ice cream and frozen dairy desserts—and why it mattersWhy Nightingale's ice cream melts like ice cream should, and the challenge of keeping it that way through distributionThe red flags and green flags Hannah looks for when vetting distribution partnersHow a culinary background and mise en place mentality shaped the way they run their facilitySeasonality in frozen: what April through August looks like for a brand like NightingaleThe breaking news on their Whole Foods center store expansion into 175 locationsWhat 10 years of growth looks like—from hand-stamped packages at farmers markets to Food Network and Food & Wine recognitionWhether you're a founder navigating the frozen aisle, a buyer looking for the next standout novelty brand, or someone who's been burned by a frozen dairy dessert pretending to be ice cream, this episode is for you.Episode Links:Nightingale Ice Cream Website: https://www.nightingaleicecream.com Instagram: https://www.instagram.com/nightingaleicecream/ Hannah Pollack on LinkedIn: https://www.linkedin.com/in/hannah-pollack-a231b12b2/ Nightingale Ice Cream on LinkedIn: https://www.linkedin.com/company/nightingale-ice-cream-sandwiches/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Blake Horn and Ryan Hall, both partners at CPG-exclusive law firm Giannuzzi Lewendon, to dig into one of the most overlooked parts of building a brand: doing it legally right from day one. From horror stories at the closing table to the nuances of vesting schedules and co-founder agreements, Blake and Ryan share hard-won lessons and cautionary tales that every founder — at any stage — needs to hear.Blake opens with a jaw-dropping story of a founder at a multi-hundred-million-dollar exit who got a call from someone they hadn't thought about in 20 years claiming to own half the company — based on a napkin agreement. Ryan follows with a tale of informal equity promises that produced costly litigation and wiped out a significant chunk of sale proceeds. Both stories drive home the same lesson: the problems you ignore early on don't disappear — they compound.The conversation covers the most common early-stage mistakes: misclassifying employees as independent contractors, failing to put basic offer letters and IP agreements in place, and making informal equity promises without documentation. Blake and Ryan explain why these issues are the number one thing that surfaces in investor and acquirer diligence — and why cleaning them up gets exponentially harder the longer you wait.They also get into the nuances that make CPG uniquely complex: hourly vs. salaried employees, field reps vs. office staff, co-manufacturer relationships, and why co-founder vesting looks very different in CPG than in tech. Blake and Ryan walk through how to structure equity grants using performance-based and time-based vesting schedules, what acceleration clauses mean at exit, and what to say — and not say — when you have to let someone go.Whether you're hiring your first employee, bringing on a co-founder, or getting ready to raise a round, this episode is the legal foundation you didn't know you needed.Listen in as they discuss:Why informal equity promises and napkin agreements can resurface at the worst possible moment — decades laterThe real risks of misclassifying employees as independent contractors, and why it's the #1 thing acquirers look for in diligenceThe essential documents every early-stage brand should have in place: offer letters, IP/NDA agreements, equity plans, and employee handbooksWhy CPG companies face unique employment complexity — hourly vs. salaried, field reps, contract manufacturers, and moreHow vesting schedules work — and when to use performance-based vs. time-based structuresThe co-founder vesting conversation: why it's different in CPG, and why you still need to have itWhat to do (and what not to do) when you have to terminate an employee — and why a separation agreement is a powerful cleanup toolHow to audit your employment practices before a fundraise or acquisition so you're not scrambling at the last minuteWhy using AI or generic templates for employment documents is a false economy — and what it actually costs to fix them laterEpisode Links: Blake Horn – Partner, Giannuzzi LewendonLinkedIn: https://www.linkedin.com/in/blake-horn-45034020/Ryan Hall – Partner, Giannuzzi LewendonLinkedIn: https://www.linkedin.com/in/ryan-hall-3517344/Giannuzzi Lewendon Company LinkedIn: https://www.linkedin.com/company/giannuzzi-lewendon-llp/ Website: https://gllaw.us/ or email either of them at [email protected] and [email protected]'t forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Denise Lambertson, founder and Managing Partner at Constellation Capital — a boutique follow-in venture fund investing in consumable CPG and wellness brands. Denise brings one of the most distinctive backgrounds in consumer investing: she began her career as Madonna's executive assistant, spent six years producing world tours and brand partnerships, then built LMS, a pioneering celebrity and influencer marketing agency that served nearly 250 businesses over 15 years. That experience became the foundation for Constellation Capital, where she pools celebrity, athlete, influencer, and operator LPs to deploy both capital and deep marketing expertise into emerging brands.Constellation's Fund 1 ($10M, fully deployed, launched 2018) concentrated heavily on consumable CPG, and Fund 2 (targeting $25M) is currently in market. The fund writes initial checks of ~$250K as a follow-in investor — meaning Denise doesn't lead rounds or set terms, but invests alongside institutional or angel leads and brings differentiated value through what she calls her "network capital advantage."Hannah and Denise dig into what it really means to be a follow-in investor, what Denise's diligence process looks like through a marketing lens, and what she's seeing work — and not work — in digital and influencer marketing today. They also tackle the growing importance of AI literacy for CPG founders, what pre-launch marketing done right actually looks like, and what team structure should look like before an early-stage fundraise.Listen in as they cover:Denise's path from Madonna's executive assistant to pioneering celebrity/influencer marketing to venture capitalConstellation Capital's fund structure, LP base (celebrities, athletes, influencers, operators, independent grocers), and investment thesisWhat a follow-in investor actually does — and how it differs from a lead investorHow Denise sources deals, collaborates with co-investors, and adds value post-checkThe "network capital advantage" and why celebrity alone does not make a businessA standout portfolio company that built 30,000 qualified email subscribers before launch — and why it workedWhat founder EQ looks like: the portfolio founder who consistently does exactly what she says she'll doWhy AI literacy is now a core diligence criterion in Fund 2 — and how it can add 12–18 months of runwayInfluencer marketing reframed: building it as a performance channel and distribution network, not just getting postsWhy "we haven't spent anything on marketing" is not a flex — and what investors actually want to seeTeam structure advice: no more than four people pre-fundraise, lean into fractional talent and AI toolsHow to reach Denise, co-invest with Constellation, and get started in CPG investingWhether you're a founder preparing to fundraise, an operator building out your marketing strategy, or someone curious about what non-traditional paths into venture capital look like, this episode is full of sharp, practical insight from someone who's been in the room — and on the stage — from the very beginning.Episode Links:Constellation Capital: [constellationcapital.com]Denise Lambertson on LinkedIn: linkedin.com/in/deniselambertsonDenise Lambertson on Substack: Constellation CapitalPitch Constellation: [email protected] or connect: [email protected] investing platforms mentioned: Sidecar (sydecar.com), AngelListConnect with the guest: Denise Lambertson — Founder & Managing Partner, Constellation Capital 🔗 LinkedIn: https://www.linkedin.com/in/deniselambertson/ 📧 Pitch: [email protected] 📧 Connect/co-invest: [email protected]'t forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Gabriella Labi and Tonya Reznikovich, co-founders of Gato Dates—dark chocolate covered, nut butter stuffed Medjool dates in four decadent flavors: pistachio butter, cashew butter and walnut, almond butter, and peanut butter.Gabriella shares how years of working with functional medicine doctors, studying nutrition, and hosting Friday night Shabbat dinners led her to create a treat she could eat every day without guilt—one that just happened to blow every guest's mind. Tonya shares how one bite at that dinner table sent her straight to the freezer for seconds and eventually to writing a full business plan email.Together, they built Gato Dates from a home kitchen staple into a brand with celebrity fans, a loyal DTC following, and major retail accounts on the horizon—all while staying true to the premium, giftable identity that sets them apart in a crowded snack landscape.Caitlin and Gabriella and Tonya dig into why quality ingredients are non-negotiable, how five months of LA farmers markets became their proof-of-concept lab, and why organic celebrity discovery (think: LeAnn Rimes sharing with Kristin Cavallari) beats any influencer gifting strategy. They also cover the logistics of co-packing whole Medjool dates, the case for local delivery as a farmers market transition, and what it really looks like to go full-time on a food brand in year two.Listen in as they cover:How a Shabbat dinner dessert became the foundation of a luxury confection brandWhy Medjool dates are the perfect vessel—and why size really does matterThe farmers market strategy that generated $1,500 on day one and proved the conceptHow LeAnn Rimes, Kristin Cavallari, and Addison Rae found Gato Dates completely organicallyThe giftable format strategy that's turning customers into brand ambassadorsTheir retail expansion playbook: knocking on doors, building buyer relationships, and landing major grocery accountsWhat being invited into a giveaway with Fishwife, Poppy, and Loops Beauty meant to themThe upcoming healthy Nutella spread and what's next for the brandWhy year two is the hardest—and what separates brands that survive from those that don'tWhether you're a founder figuring out how to scale a premium food product, a buyer looking for the next breakout confection brand, or a date obsessive who just needs to know where to get your next fix, this episode is for you.Episode Links: Gato Dates Website: https://gatodates.com Gabriella Labi on LinkedIn: https://www.linkedin.com/in/gabriella-labi-25a3079b/ Tonya Reznikovich on LinkedIn: https://www.linkedin.com/in/tonya-reznikovich/ Gato Dates on LinkedIn: https://www.linkedin.com/company/gato-dates/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of R&D Radio, hosted by Adam Yee, Adam sits down with Brian Chau, founder of Chau Time — an R&D operations consulting firm lowering the barrier to entry in the food industry. With a team of 12 spanning every U.S. time zone and experience across 20+ countries, Brian walks through the full concept-to-commercialization process and shares why setting clear parameters — with ranges — is the single most important thing an entrepreneur can do before working with a food scientist.Brian breaks down his four-phase R&D process, explains the trade-offs between cost, flavor, nutrition, and shelf life that every founder inevitably faces, and makes a bold prediction: fiber will eventually surpass protein as the dominant functional ingredient trend.He also shares two standout case studies in better-for-you chocolate: Dirty Gut (prebiotic/probiotic chocolate using fiber stacking from upcycled cocoa husks, acacia fiber, and chicory inulin) and Femme Health (a women's health chocolate using lactoferrin for improved iron absorption) — both developed during the global cacao supply crisis.Listen in as they discuss:Why you should create a parameter list with ranges before engaging any food scientistThe four phases of R&D and why three rounds of development is the magic number for an MVPFiber stacking: what it is and why it makes functional chocolate workHow to navigate the cacao supply crisis by going direct to smaller and heirloom farmersWhy fiber is poised to surpass protein over the next decadeBioactives trending in women's health, sexual wellness, and mushroom-derived nutraceuticalsHow startups vs. large companies prioritize trade-offs very differentlyEpisode Links:Brian Chau – Founder & Principal, Chau Time 🌐 Website: www.chau-time.com 🍄Webiste Linked: https://www.linkedin.com/company/chau-time/🔗 LinkedIn: https://www.linkedin.com/in/chautime/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Adam's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this special episode of the Startup CPG Podcast, host Daniel Scharff sits down with the three winning brands from Startup CPG's biggest-ever Grocery Run event — held the night before the KeHE Summer Show in Denver. Kiki Couchman (co-founder of Sourmilk), Cam Loyet (founder of Honeymoon Chocolate), and Ryan Raish (founder of Fave) share what it was like to compete among 70 vetted brands in front of 400 buyers and KeHE account managers, and what the night led to for each of their businesses.Kiki describes how the Grocery Run served as the perfect training ground before Expo West — her brand's very first trade show experience — and how every single conversation felt worth the flight to Denver. Cam shares how the reaction to his brand-new honeycomb chocolate product completely blew away his expectations compared to years of selling bars at Whole Foods. And Ryan reveals how a 15-minute huddle at the event turned into a verbal commitment from Sprouts for a national launch into their innovation set in June — completely reshaping Fave's go-to-market strategy.Throughout the episode, the founders share hard-won advice on how to stand out at a trade show: bringing a physical hook to the table (like a raw honeycomb frame or a cocoa pod), using bright visuals and branded tablecloths, asking questions instead of pitching, and keeping the energy low-pressure and relationship-first. Ryan also opens up about what made him finally launch his own brand after years in the industry — and why his 4-year-old daughter naming the company "Fave" during a preschool taste test was the sign he needed.Whether you're preparing for your first trade show, evaluating whether KeHE is the right distribution partner, or just trying to understand what these Grocery Run events are all about, this episode is packed with real, actionable insight from founders who just lived it.Listen in as they discuss:What it actually feels like to exhibit at a Grocery Run event — the energy, the camaraderie, and the buyer opennessHow Sourmilk used the event to identify which regions were responding best to their product without paying for SPINS dataWhy Honeymoon Chocolate's new honeycomb product stole the show — and what it means for their product strategy going forwardHow Fave secured a verbal commitment from Sprouts for a national innovation set launch — all from a 15-minute conversation at the eventBooth setup tips: physical hooks, branded tablecloths, tall pitchers, and light leave-behinds buyers will actually carryHow to get a buyer's attention without being pushy — asking for feedback instead of selling, calling out the double-take, and keeping it friendlyWhy Ryan spent years in CPG before launching his own brand — and the personal criteria he required before doing itWhat early-stage brands can realistically expect from a KeHE onboarding opportunityEpisode Links:Thank you to KeHe Distributors and our sponsors from our Denver Grocery Run!Advantage SolutionsFDMGreen SpoonIGNITE Sales Services (a Division of Acosta)What's Next? KeHE Holiday Show Grocery Run, Chicago, June 9thAPPLY NOW: https://docs.google.com/forms/d/e/1FAIpQLSfCr-xzT5_hPGE0CpRhVE2QnTIK_pysg-Sz-o-TP2l_rDsVBQ/viewformKiki Couchman – SourmilkLinkedIn: https://www.linkedin.com/in/kirsten-kiki-c-242929112/ Company LinkedIn: https://www.linkedin.com/company/sourmilk/ Website: https://www.sourmilk.com/Cam Loyet – Honeymoon Chocolate LinkedIn: https://www.linkedin.com/in/camloyet/ Company LinkedIn: https://www.linkedin.com/company/honeymoonchocolates/ Website: https://hmchocolates.com/Ryan Raish – Fave LinkedIn: https://www.linkedin.com/in/ryanraish/ Website: https://www.linkedin.com/company/favemixes/Daniel Scharff – Founder, Startup CPG LinkedIn: https://www.linkedin.com/in/danscharff/ Startup CPG Newswire: https://startupcpg.com/newswireDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Josh Resnick, co-founder and General Partner at OpenSky Ventures—an early-stage consumer venture firm investing in food, beverage, health, wellness, lifestyle, and the technology that powers growth for consumer brands. Josh brings a rare combination of serial entrepreneurship, deep operating experience, and investor pattern recognition to the table, having built a video game studio (Pandemic Studios) that he sold to Electronic Arts, co-founded the luxury confections brand Sugarfina, and spent years as an angel investor before launching OpenSky.OpenSky invests at the pre-seed stage with opportunistic Series A involvement, writing checks of $100K–$200K in Fund 1 and scaling to $500K checks in Fund 2 (targeting $25M). What sets them apart is that both partners are former operators — a background that shapes how they access deals, how they evaluate founders, and how they show up as partners over the long haul.Josh and Hannah dig into everything founders need to know about the fundraising process: how valuations work (and why they're more art than science), why chasing the highest valuation can actually hurt you down the road, and how to think about runway, dilution, and building a cap table that genuinely adds value. They also explore what separates the brands that break through from the ones that don't — from storytelling and brand community to unit economics and must-have product positioning.They also walk through the full spectrum of funding stages, from the friends-and-family round all the way to Series A, with clear, practical definitions founders can actually use to locate themselves on the journey.Listen in as they cover:Josh's journey: from Malibu lemonade stands to Pandemic Studios, Sugarfina, and OpenSky VenturesOpenSky's investment thesis: stage, categories, check size, and what's changing in Fund 2The parallels between founders fundraising and VCs fundraising — and what that reveals about what investors need to seeWhy valuation is more art than science — and the real risks of setting it too high too earlyWhat a down round signals to investors and how it can trap a brand in a cycleThe case for slowing down: why jumping straight into Costco might not be the right first moveHow to think about runway — and why you should always raise a little more than you think you needThe founder traits Josh sees in every successful company he's backed: problem solving, storytelling, authenticity, and "must have" positioningA founder spotlight: Becca at Fishwife, and why lean cost DNA and branding instincts are a winning combinationWhat makes a great investor partner — and the specific questions founders should ask before they signA clear breakdown of the funding stages: friends & family, pre-seed, seed, and Series AAdvice for anyone who wants to break into CPG investing — and why becoming an LP first might be the smartest moveWhether you're a founder preparing to fundraise, an operator thinking about the jump to investing, or just someone who wants to understand how early-stage CPG capital actually works, this episode is packed with practical, hard-won insight.Episode Links:OpenSky Ventures: opensky.vcJosh Resnick on LinkedIn: linkedin.com/in/joshresnick1Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Edouardo Jordan, founder of Food with Roots—an ethnic food brand based in Seattle, Washington, celebrating Black food ways through products like their award-winning pimento cheese and Southern cornbread mixes.Edouardo shares how a love of cooking with his mom and grandmother in St. Petersburg, Florida led him through an unlikely path: a college degree in sports management, a stint with the Tampa Bay Devil Rays, culinary school against his mother's wishes, and eventually a career cooking at some of the world's most celebrated restaurants—including the French Laundry and Per Se. He went on to open his own restaurants in Seattle, becoming the first African American to win two James Beard Awards in a single night.When the pandemic shuttered his restaurants, Edouardo saw an opportunity. Customers who loved his pimento cheese—a staple on his restaurant menu—wanted to keep getting it at home. That question sparked the launch of Food with Roots, which quickly landed on shelves at Whole Foods and local Pacific Northwest markets.Caitlin and Edouardo dig into why he put chitlins on his fine dining menu as a deliberate act of reclamation, how he's building a brand around the motto "sharing soulful stories through food," and why he intentionally resists making Food with Roots a "Black-owned brand" first—and a quality product second. They also cover his nonprofit Soul of Seattle, which has raised over $1 million for youth of color in the greater Seattle area, and his long-term vision to take his pimento cheese from the Pacific Northwest to coast-to-coast distribution.Listen in as they cover:How a childhood show-and-tell moment involving chitlins shaped Edouardo's identity as a chef and storytellerWhy foods like oxtail and pimento cheese were "poverty food" to his grandparents—and how he's working to reclaim and celebrate themThe tension between leading with Black identity versus leading with product quality in CPG retailHow Food with Roots got its start during the pandemic and landed in Whole Foods and Metropolitan MarketHis expansion targets: California and Texas, markets already familiar with pimento cheeseThe story behind Soul of Seattle and why he pays vendors to participate rather than charging booth feesWhy Food with Roots' pimento cheese retails at $9.99—and why it's worth every pennyEpisode Links:Instagram: @thefoodwithrootsLinkedin: www.linkedin.com/in/edouardojordanWebsite: thefoodwithroots.comDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Think Misfits Market is just a place to offload short-coded inventory? Think again. In this episode, Daniel Scharff sits down with the Misfits Market buying team — Steve Edelman, Jessie Kimsey, and Emma Dineen — to pull back the curtain on the "new" Misfits Market and what it really takes to get your brand into their curated assortment.From the treasure hunt experience they've built for subscribers to the live brand pitching session at the end, this one is packed with insight for any emerging CPG brand looking to crack e-commerce.You will learn:How Misfits evolved from rescued produce to a tightly curated grocery destination of ~1,100 SKUsThe three pathways to get on their platform: opportunity buys, LTOs, and replenishmentWhat a winning pitch email actually looks like (hint: know their assortment before you reach out)Why transparency about your pricing, MOQs, and operations matters more than a perfect marginWhat categories they're actively looking to fill right now: dairy, frozen, charcuterie, and moreWhy some brands that underperform elsewhere absolutely soar on Misfits — and the "1 in 1,100" advantageLive brand pitches from the audience — and which ones made the Misfits team's eyes go wideEpisode Links:Brands who pitched:Vital Halva — Brooklyn sesame bar, 19g fiber, 12g protein: https://vitalhalva.com/Veggie Vice — Freeze-dried veggie chips (zucchini & salt, broccoli sour cream & onion), viral on TikTok: https://www.veggievice.com/Nout — Macadamia nut butter with black sesame and matcha: https://www.merriam-webster.com/dictionary/noutAveyo — Avocado mayo made from actual avocados, 75% less fat/calories than oil-based mayo: https://www.aveyolife.com/ Little Gourmets — Fresh, veggie-rich, globally inspired baby food: https://lilgourmets.comPtashka — Fully cooked frozen sweet & savory crepes: https://www.ptashkacrepes.comPezzy Pets — Pet treats made from invasive species sourced from fishermen and hunters: https://pezzypets.com/SAYSO — Stick pack cocktail/mocktail mixes, dehydrated, low sugar: https://drinksayso.com/Reclamation Foods — Upcycled Korean-style bone broth, shelf stable, jiggles in fridge: https://reclamationfoods.com/Pantry Gems — Single-tablespoon tomato paste portions: https://pantrygems.co/OH MY! — Spoonable dessert butter in jars and squeeze pouches, gluten/dairy free: https://eatohmy.com/collections/dessert-buttersHot Girl Sauce— Squeezable chili oil bridging chili crisp and hot sauce categories: https://thehotgirlsauce.comReach the Misfits buying team directly: 📧 [email protected] with the guests:Misfits Market Website: https://www.misfitsmarket.com/Stephen Edelman, Sr. Director Category Management, Misfits Market LinkedIn: https://www.linkedin.com/in/stephenedelman/Jessie Kimsey, Associate Director Vendor Strategy & Category Innovation, Misfits MarketLinkedIn: https://www.linkedin.com/in/jessie-kimsey-80023266/Emma Dineen, Category Manager, Misfits MarketLinkedin: https://www.linkedin.com/in/emmadineen/Shop Misfits Market: https://www.misfitsmarket.com/hp58Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Mollye Santulli, Principal at Springdale Ventures—an early-stage consumer venture firm investing in food, beverage, beauty, pet, personal care, and supplements. Mollye brings a rare combination of brand-side operating experience and investor pattern recognition to the table, having started her career at RXBar, gone on to General Mills and Simple Mills, and joined Springdale during her MBA before coming on full time in 2024.Springdale invests in brands doing $1–$15 million in revenue, with a sweet spot of $1–$5 million, partnering with founder-led brands at the seed and Series A stage. What sets them apart isn't just the check—it's that every person on the team, from founding partners Genevieve and Dan to Mollye herself, has operated inside consumer brands. That operating DNA shapes everything from how they evaluate deals to how they show up for founders over a five-to-ten year investment relationship.Mollye and Hannah dig into what Springdale is actually looking for when they underwrite a deal: repeat purchase data, velocity across retail and DTC, a clear path to $100M+ in revenue, and a believable exit story. But just as important as the metrics is the founder—someone who understands their unit economics cold, can attract and inspire a team, and responds to feedback in a way that signals they'll be a good long-term partner.They also tackle one of the trickiest questions in early-stage fundraising: how do you communicate scale potential when you're building in an unproven or emerging category? Mollye's answer is practical—get retailer feedback, find tangential comps, and make it as easy as possible for investors to see where your product lives on shelf.Throughout the conversation, Mollye and Hannah discuss the investment journey from first check to exit, why cash management and hiring are the two things Springdale spends the most time on post-investment, and what founders should be asking investors before they sign anything.Listen in as they cover:Springdale's investment thesis: categories, check sizes, stage, and what "early stage" really meansWhy the team's operating background shapes how they partner with foundersHow trends factor into (and don't drive) Springdale's investment decisionsCurrent areas of excitement: protein, GLP-1 tailwinds, fiber, and frozenThe diligence pillars Springdale anchors on — repeat data, velocity, scale path, and exit potentialWhy understanding your own unit economics might be the single most important founder traitHow to communicate category size when you're building something genuinely newWhat the company profile looks like at investment vs. exitWhy $100M in revenue is Springdale's general threshold for believable exit convictionA Slack community case study: how long do you actually need to show traction?How to build a relationship with Springdale before you're ready to raiseAdvice for anyone who wants to break into CPG investingWhether you're a founder preparing to fundraise, an operator thinking about making the jump to the investing side, or just someone who wants to understand how early-stage CPG capital actually works, this episode is packed with actionable insight.Episode Links:Springdale Ventures: https://www.springdaleventures.com/ Deal intake form: available on the Springdale websiteMolly Santulli on LinkedIn: https://www.linkedin.com/in/mollyesantulli/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Jessica Hamel, founder of PlantChi, a new type of pantry staple made from superseed blends mixed with flavorful ingredients that you can sprinkle on anything for effortless nutrition from real food. No optimization required.Jessica shares how growing up in a "weird food house" in the 90s, running long distances without a watch, and a doctor's simple advice to sprinkle hemp seeds on everything all converged into a brand built on one core belief: nourishment shouldn't be stressful. PlantChi isn't trying to make you a Greek God. It's trying to make you feel a little more nourished—one sprinkle at a time.With a background in marketing and a previous natural frosting company whose customers included some of the top ultra runners in the world, Jessica brings both creative instincts and hard-won CPG experience to PlantChi. She's self-funded, scrappy, and deeply intentional—using farmer's markets as live market research, updating packaging based on real customer feedback, and choosing to slow down on retail expansion in early 2026 to first build a strong online community and education foundation.Caitlin and Jessica dig into why 62% of consumers no longer believe health claims, why seeds don't need to be revolutionary to be powerful, and why PlantChi's positioning—real food that just happens to be nutritious—is landing at exactly the right cultural moment. They also cover Jessica's honest take on protein label deception, the underrated power of independent retailers, and why anyone starting a food business just to make fast money is, in her words, what's wrong with the industry.Throughout the conversation, they discuss the parallels between PlantChi and the broader consumer fatigue with wellness as performance, the buzz around fiber and protein heading into 2026, and why a product toddlers keep coming back to at a vegan festival might be the ultimate market validation.Listen in as they cover:Why Jessica built PlantChi as an antidote to wellness optimization cultureHow farmer's markets became her most valuable (and actionable) market research toolThe packaging update that came directly from customer feedbackWhy seeds are an underrated, nutrient-dense answer to the protein and fiber crazeThe truth about misleading protein claims and consumer trust in food brandsHer strategy of pausing retail growth to invest in community and education firstWhat independent retailers like Happier Grocer and Levers Locavore taught her about launching smartHer advice to founders: follow your heart, stay resourceful, and don't ruin the industryHow PlantChi compares to everything but the bagel seasoning—and why it wins on nutritionWhether you're a founder looking for a grounded approach to brand building, a buyer searching for a joyful new addition to the spice aisle, or a consumer who's exhausted by wellness culture and just wants to eat good food, this episode is for you.Episode Links:Jessica Hamel — Founder, Plant Chi 🔗 LinkedIn: https://www.linkedin.com/in/jessicarhamel/ 🌐 Website: https://plantchi.life/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this debut episode of R&D Radio, a series hosted by Adam Yee, Adam sits down with Rachel Zemser, founder of A La Carte Connections. With 30+ years in the field and hundreds of products brought to market, Rachel shares the advice that stops most entrepreneurs in their tracks: before you spend a dime on R&D, find your co packer.Rachel explains why the manufacturing process represents 60% of what you're actually building, walks through how to use platforms like Keychain and PartnerSlate to start that search, and shares the real story of bringing Island Vibe — musician Pretty Kenny's cocktail mixer — from kitchen concept to award-winning pasteurized beverage. She and Adam also dig into the sweetener landscape: why allulose and erythritol are letting formulators down on functionality, why small amounts of real sugar are quietly making a comeback, and date sugar's surprising FDA classification.Listen in as they discuss:Why co packer conversations should come before any R&DHow having a food scientist gets you taken seriously by manufacturersThe Island Vibe cocktail mixer story: concept to production runCo packer negotiating dynamics — and why founders need to bend more than they thinkThe "cleanish label" trend: small amounts of real sugar returning for functionalityWhy allulose won't crystallize and erythritol won't brownDate sugar's status as a non-added sugar under current FDA guidanceEpisode Links:Rachel Zemser - Food Science Industry Consultant, A La Carte Connections🔗 Website: www.alacartconnections.com 🔗 LinkedIn: https://www.linkedin.com/in/culinologist/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Adam's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this bonus mini episode of the Startup CPG Podcast, host Daniel Scharff sits down with Bill Hayes, Director of R&D Applications at Vibrant Ingredients, to finally answer a question that trips up a lot of product developers: what's the actual difference between a tea extract and a tea essence?Bill breaks it down in the most satisfying way — that irresistible aroma that hits you the second hot water meets a tea bag? That's your essence. The body, color, astringency, and mouthfeel that makes a tea beverage actually taste like tea? That's your extract. Together, they're what makes a great RTD tea tick.Vibrant Ingredients is the world's largest private equity-owned natural ingredients provider, and they're doing a lot more than tea. The conversation covers cold brew coffee extracts, natural flavors, functional ingredients like L-theanine, EGCG, and natural caffeine — all using a pure water-based extraction process that keeps things clean and natural. Bill also shares his tips for formulators and brand founders on how to move quickly from concept to commercialization by knowing your "must haves" vs. your "nice to haves" and partnering with ingredient suppliers who actually understand your brand's mission.If you're working on a tea, coffee, or functional beverage — or just curious how your favorite RTD gets that fresh-brewed character — this one's for you.🔗 Get in touch with the Vibrant Ingredients team: https://bit.ly/4d9gWjJ 🔗 Connect with Bill Hayes on LinkedIn: https://www.linkedin.com/in/bill-hayes-83008764/Listen in as they discuss:The real difference between a tea essence and a tea extract (and why both matter)How Vibrant Ingredients uses pure water extraction to keep things naturalWhat categories use tea essences and extracts (hard teas, RTDs, functional beverages, and more)When and why alcohol or other solvents might be used instead of waterFunctional add-ins: L-theanine, EGCG, natural caffeine, antioxidantsTips for formulators: how to move fast and partner effectively with ingredient suppliersThe full scope of what Vibrant Ingredients offers — from concept to commercializationEpisode Links:Get in touch with the Vibrant Ingredients team: https://bit.ly/4d9gWjJ Guest: Bill Hayes, Director of R&D Applications, Vibrant IngredientsWebsite: https://vibrantingredients.com/ LinkedIn: https://www.linkedin.com/in/bill-hayes-83008764/ About Startup CPG: Startup CPG is the largest community for emerging CPG brands: 35,000+ Slack members, the #1 podcast in CPG, 100+ events per year, and award-winning resources to help brands grow. Join free today: https://startupcpg.com/sign-upShow Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Host Daniel Scharff introduces the newest addition to the Startup CPG Podcast family: R&D Radio, a brand new segment hosted by food scientist, serial entrepreneur, and podcast veteran Adam Yee. Going forward, Adam will be interviewing product developers, formulators, and R&D experts to bring emerging brands deep into the world of research and development—without requiring a technical background to follow along.Adam brings 12+ years of food science experience, having founded two food businesses (Better Meat Company and Sobo Foods), hosted 300+ episodes of the My Food Job Rocks podcast, and built his consultancy UmaiWorks around helping people turn ideas into real products. In this introductory episode, Daniel and Adam talk about what R&D Radio is, why it exists, and what brands can expect from upcoming episodes.Listen in as they discuss:Why Startup CPG launched R&D Radio and what it aims to do for emerging brandsAdam's background as a food scientist, entrepreneur, and podcast hostThe launch of Startup CPG's first-ever Product Developer Directory—and how it was builtWhat makes a great formulator-brand relationship, and why personality matters as much as technical skillThe different ways product developers work: from 0-to-1 concept development to co-packer navigation to hands-on lab assetsAdam's own "passion ingredient" focus on Asian flavors—and why finding a formulator who's excited about your product changes everythingWhat brands should pay attention to as they listen to upcoming R&D Radio episodesEpisode Links:Adam Yee – Food Scientist, Entrepreneur & R&D Radio Host LinkedIn: https://www.linkedin.com/in/itsmeadamyee/ UmaiWorks: https://www.umaiworks.com/Startup CPG Product Developer Directory: https://startupcpg.com/product-developer-directoryDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Sumeet Shah, founder of VHS Ventures, to explore what founders need to know about the diligence process, from balance sheet health checks to building the kind of trust that makes investor-founder relationships last.Sumeet brings over 14 years of experience across consumer investing, private equity, and venture capital. His journey spans early work with PE-backed consumer brands, helping launch Brand Foundry Ventures, early backer of Allbirds, Cotopaxi, and Yumi, and Swiftark Ventures, before ultimately founding VHS Ventures in 2023, a firm built around what he calls a "village mentality." VHS fully deployed its first fund into 20 companies in just 18 months.Throughout the conversation, Sumeet breaks down VHS Ventures' circular thesis across consumer products and commerce infrastructure, explains why contextual commerce is the next evolution beyond omnichannel, and shares his firm's rigorous yet relationship-driven approach to diligence. He dives deep into why he prioritizes balance sheet health over P&L optics, walks through liquidity ratios including current vs. quick ratio and cash conversion cycle, and explains why the "why" behind the numbers matters just as much as the numbers themselves.Sumeet also opens up about what a first investor meeting should actually feel like, a conversation not an interview, why transparency is non-negotiable in the founder-investor relationship, and why not every great company needs to be venture-backed. He closes with a reminder that investors, including himself, are approachable and encourages founders to reach out genuinely.If you're fundraising, evaluating potential partners, or just want to understand how experienced investors think about your business's financial health, this episode is packed with both insight and heart.Listen in as they discuss: Sumeet's journey from PE to Brand Foundry to Swiftark to VHS Ventures VHS Ventures mandate: pre-seed to seed focus, $250K–$500K checks scaling to $1–3M through Series A The "village mentality" and how LPs, board members, and founders all share in success Contextual commerce and the evolution beyond omnichannel Commerce infrastructure and the role of AI in supply chain and customer profiling Diligence deep dive: why balance sheets matter more than P&Ls Current ratio vs. quick ratio and what they reveal about financial health The cash conversion cycle and what it means for wholesale brands Why transparency in diligence is the foundation of the founder-investor relationship What a first investor meeting should feel like and what fit really means Advice for founders: eternal curiosity, resisting ecosystem pressure, and finding your believer Breaking into consumer investing: building your platform and finding your passionEpisode Links: Sumeet Shah — Founder & Managing Partner, VHS Ventures LinkedIn: https://www.linkedin.com/in/sumeethshah/ Company LinkedIn: https://www.linkedin.com/company/vhs-vc/ Website: https://www.vhs.vc/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.comShow Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Keya Wingfield—founder of Keya's Snacks—a brand bringing Indian heritage to beloved American potato chips. From accidental pandemic pivot to stunningly designed bags landing on shelves at Sprouts and Fresh Thyme, Keya shares the full journey: the origin story behind her Bombay Spice and Black Salt flavors, the deeply intentional design choices behind her iconic packaging (yes, that's her face on the bag—and there's a whole lot more to it than that), and why she's on a mission to break through what she calls the "sea of sameness" in the chip aisle.Keya opens up about going from custom desserts and a Food Network championship to overnight CPG founder, how her husband's reluctance to eat Indian food became the unlikely spark behind her flavor philosophy, and why making bold, cultural flavors accessible and affordable to everyone is at the core of everything she does. She also gets candid about burnout as a solo founder, the lessons she's still learning, and what she hopes her seven-year-old daughter takes away from watching her build something from nothing.Whether you're a founder, a retailer, or just someone who needs a better chip in their life, this episode delivers.Listen in as they discuss:How a pandemic pivot from custom desserts accidentally launched a chip brandThe origin of Bombay Spice: making Indian flavor approachable for an American palateThe deeply symbolic design behind Keya's packaging—and why her face represents every woman who has ever fed anyoneWhy she fought hard to keep the MSRP accessible, and what happened when a shopper thought it was $12.99What single-origin organic spices from India have to do with respecting the consumerThe "sea of sameness" in the chip aisle and what Keya wants retailers to hearBurnout, walks, and buying too much makeup: how she stays grounded as a solo founderA third flavor on the way and what's next for Keya's SnacksEpisode Links:Keya Wingfield — Founder & CEO, Keya's Snacks 🔗 LinkedIn: https://www.linkedin.com/in/keya-wingfield/ 🌐 Website: https://www.keyaandco.net 📸 Instagram: https://www.instagram.com/keyaandco/https://www.instagram.com/keyassnacks/ Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this mini episode of the Startup CPG Podcast, host Daniel Scharff breaks down everything you need to know about the Founders & Funders Roadshow — a brand new series of accessible, city-based fundraising events coming to four cities in 2026. After the massive success of the December Founders & Funders event in New York City, Startup CPG is bringing the same energy and caliber of investors directly to founders across the country.Daniel walks through exactly how the events work — from filling out your one-pager to getting matched for 10-minute 1:1 meetings with active VCs — and makes a strong case for why getting your ticket early is essential. He also shares the impressive VC lineups already confirmed for Los Angeles and New York, and gives practical tips for how to show up prepared and make the most of your time.Whether you're actively fundraising or just starting to build relationships with investors, this episode will help you decide if the Roadshow is right for you — and how to get the most out of it.Listen in as Daniel covers:What the Founders & Funders Roadshow is and how it differs from the flagship December eventHow the one-pager and 1:1 meeting matching process works — and why you can't wait until the last minuteThe VC lineups confirmed for Los Angeles (April 27) and New York City (May 12)What to expect at the event: 1:1 meetings, panels, and open networkingHow to approach early VC conversations even if you're not actively raisingTips for making the most of your 10-minute meetingUpcoming cities: Austin (June 9) and San Francisco (August 17)Episode Links:🎟 Founders & Funders Roadshow — Los Angeles, April 27: https://www.eventbrite.com/e/founders-funders-roadshow-los-angeles-tickets-1982555454734?aff=oddtdtcreator🎟 Founders & Funders Roadshow — New York City, May 12: https://www.eventbrite.com/e/founders-funders-roadshow-nyc-tickets-1983269882607🎟 Founders & Funders Roadshow — Austin, June 9: https://www.eventbrite.com/e/founders-funders-roadshow-austin-tickets-1983637326642🎟 Founders & Funders Roadshow — San Francisco, August 17: Coming soonDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this mini episode of the Startup CPG Podcast, host Daniel Scharff sits down with Ian Haworth, Business Development Director at FlavorSum, to talk all things flavor—timed with the launch of Startup CPG's first-ever Product Developer Directory. FlavorSum is a fast-growing North American custom flavor manufacturer built specifically for growing food and beverage brands and the formulators who serve them.Ian breaks down what custom flavors actually are and when you need them, how FlavorSum's "solutions model" covers everything from marketing insights and regulatory affairs to sensory and analytical support, and why their "Amazon-like" approach—samples within 48 hours, pricing within 24—sets them apart. He also shares a great example of a father-daughter duo who came in for an in-person tech session and walked out with a finished non-alcoholic beverage concept in hours.Whether you're a brand trying to understand what to look for in a flavor supplier or a formulator evaluating partners, this episode gives you a quick but packed look at how the right flavor house can accelerate your go-to-market.Listen in as they discuss:What custom flavors are and when off-the-shelf options aren't enoughThe FlavorSum solutions model: marketing insights, regulatory, sensory, and analytical all under one roofWhy response time matters—and how FlavorSum built their business around 24–48 hour turnaroundsFlavorSum Access: a 24/7 portal for technical and safety data sheetsWhat brands should be asking about their flavors: claims, heat and pH stability, shelf life, and retailer complianceHow to get ahead of supply chain disruptions before they delay your productionEpisode Links:Ian Haworth – Business Development Director, FlavorSum🔗 LinkedIn: https://www.linkedin.com/in/ian-haworth-54561328/🔗 Company LinkedIn: https://www.linkedin.com/company/flavorsumllc/🌐 Flavorsum Website: https://www.flavorsum.com/contactStartup CPG Product Developer Directory: https://startupcpg.com/product-developer-directory Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Megan Westgate—founder and CEO of the Non GMO Project—to introduce her groundbreaking new certification: Non UPF Verified. With nearly two decades of experience in food integrity, Megan unpacks why ultra processed foods are driving a global health crisis, how the new standard was designed to fill a critical gap in the marketplace, and what it means for brands, retailers, investors, and consumers alike.Megan shares the origin story of the Non GMO Project—starting from a laptop on her bedroom floor with no desk and no salary—and draws powerful parallels to the cultural moment we're in now around ultra processed foods. She explains how the Non UPF Verified standard was designed to find a meaningful middle ground: not rubber-stamping all industrially produced food, but also not making the bar so high that no brand can realistically achieve it. The standard requires that at least 70% of a verified product's ingredients be minimally processed, prohibits ultra processed ingredients like hexane extraction and non-nutritive sweeteners, and sets category-specific limits on refined added sugars.The conversation dives into what ultra processed really means (and why the definition is more contested than you'd think), how this standard differs from organic and Non GMO, and why 52% of consumers now say degree of processing is their number one concern when buying food—more than GMOs or organic. Megan also shares early momentum: 300+ brands on the waitlist, 115 products already verified through the pilot, and early adopters including Amy's, Simple Mills, and Spindrift.Whether you're a founder formulating a new product, a brand considering certification, or a buyer trying to make sense of the UPF conversation, this episode is essential listening.Listen in as they discuss:How the Non GMO Project started from scratch—one laptop, no desk, no salary—and what made it take offWhat "ultra processed" actually means and why the definition matters so muchThe Non UPF Verified standard: prohibited ingredients, the 70% minimally processed requirement, and category-specific sugar limitsHow Non UPF Verified differs from organic, Non GMO, and clean label claimsWhy 52% of consumers cite degree of processing as their top concern—surpassing GMOs and organicThe business case for early-stage brands to formulate for this standard from day oneWhat the certification process looks like: document-based, no on-site inspections, no testing requiredHow legacy CPG brands are responding (spoiler: new product launches, not reformulations)Early pilot brands: Amy's, Simple Mills, and SpindriftWhere to find the standard, consumer research, and how to get started at non-ultra-processed.orgEpisode Links:Megan Westgate – Founder & CEO, Non-GMO Project + Non-UPF Verified🔗LinkedIn: https://www.linkedin.com/in/meganethompson/ 🔗Non UPF Verified LinkedIn: https://www.linkedin.com/company/non-upf-verified/ 🌐 Website: https://www.nonultraprocessed.org/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Jamie Borteck, independent board member and advisor, to explore what it really means to bring an experienced operator into your corner—and why the right advisor can be the difference between surviving and scaling. The conversation dives deep into the advisor-founder dynamic, what makes a brand compelling to a seasoned operator, and why building the financial and operational foundation of your business early is non-negotiable.Jamie shares his path from brand management training at Kraft Foods (Chips Ahoy, Ritz, Back to Nature, 100 Calorie Packs) to scaling high-growth startups including Food Should Taste Good (acquired by General Mills), Justin's (acquired by Hormel), and Grillo's Pickles (acquired by King’s Hawaiian)—each a chapter in over 20 years of CPG leadership. After years of presenting to boards, traveling relentlessly, and building businesses from scrappy startup to national category leader, Jamie channeled everything he learned into JCB Growth, a board-level advisory practice helping emerging CPG founders navigate growth strategy, leadership inflection points, and the journey toward exit.Throughout the episode, Jamie shares how he evaluates brands and founders (product, brand name, founder energy, velocity data, margin structure, and scalability), what the ideal advisor-company relationship looks like in practice (weekly check-ins, catered to life stage and founder needs), and why the advisor role is as much about being a trusted thought partner and confidant as it is about strategic guidance. He also offers a compelling perspective on D2C as a proof-of-performance strategy for early-stage brands seeking investment, and why building brand equity before jumping into national retail may be the smarter path.Whether you're a founder wondering when to bring on an advisor, an operator thinking about transitioning to an advisory role, or a brand trying to understand what board-level support actually looks like, this conversation offers clarity, candor, and a lot of hard-won wisdom from someone who has been in the weeds—and come out the other side.Listen in as they discuss:Jamie's path: Kraft Foods (Chips Ahoy, 100 Calorie Packs) → Food Should Taste Good → Justin's → Grillo's Pickles → Independent AdvisingHow to evaluate external partners: match gaps, life stage understanding, category knowledge, and mutual fitWhat the ideal advisor relationship looks like: weekly one-on-ones, situational support, catered to founder style and business needsAdvisor vs. fractional: strategic mentorship and thought partnership vs. operational executionThe lifecycle of an advisorship: from pre-Series A through exit, and when relationships evolve or endHow Jamie evaluates brands: brand name, packaging, founder energy, velocity data, margin structure, scalability, and exit optionalityCase studies: Rind Snacks (Matt Weiss's vision for snacking), Actual Veggies (iconic brand potential), Stone & SkilletLessons learned: build the foundation first—forecasting, co-packer management, cash flow planning, and margin structureHandling obstacles well: accountability, transparency to the board, and human leadership in tough momentsD2C as a proof-of-performance strategy: why early-stage brands with D2C traction have a fundraising advantageWhy investors need data: velocity, Amazon ratings, brand metrics—not just a buyer saying "great"When to bring on an advisor: it's a gut-level call, not a revenue milestoneAdvice for operators transitioning to advising: be yourself, know where you add value, meet people organicallyEpisode Links:Jamie Borteck, Independent Board Member/AdvisorLinkedIn: linkedin.com/in/jamieborteckDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.comShow Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Emmanuel Waters and Courtney Tucker, co-founders of Old Hillside Bourbon Company—a premium spirit brand that celebrates history, heritage, and homage in every pour. What started as a pandemic-era phone call between cousins and childhood friends became one of the most compelling brand stories in the spirits industry, rooted in Black history, community pride, and a commitment to craft.Emmanuel and Courtney share how two cousins who barely knew each other connected during the height of COVID-19 to build a bourbon brand named after Hillside High School—the oldest African American high school in the United States, located in Durham, North Carolina, one of five Black Wall Streets in America. They dig into the barriers Black founders face in a $40 billion spirits industry where African Americans represent nearly 12% of consumers but less than 1% of ownership, and explain why telling the stories that history tries to erase is at the heart of everything they do.From the black jockeys who dominated the Kentucky Derby in the 1800s, to the trailblazing female jockeys of the early 1900s, to the Harlem Hellfighters—the first African American unit to fight in World War I—Old Hillside doesn't just make bourbon. They let the stories create the bourbon. And they've broken records doing it, becoming the fastest-selling bourbon in the state of North Carolina at their very first ABC Store demo.Fair warning: you might get emotional. Caitlin did.Listen in as they discuss:How a pandemic-era DM on Instagram launched a bourbon company between cousins who barely knew each otherThe history behind the name: Hillside High School and Durham's Black Wall Street legacyRepresenting less than 1% of ownership in a $40 billion market—and building anywayThe Black jockeys who dominated horse racing in the 1800s, featured on their Last Ride Rye bottleThe Trifecta bottle honoring three pioneering female jockeys—and the moment two families who knew each other in the 1930s met for the very first time at an Old Hillside eventThe Harlem Hellfighters release: aged 191 days, finished in French Pinot Noir barrels, proofed at 112Breaking records at their first ABC Store demo and becoming the fastest-selling bourbon in North CarolinaBootstrapping for six years in one of the most capital-intensive industries in CPGWhy they don't just want to be the best Black-owned bourbon—they want to be the best bourbon, periodEpisode Links:Old Hillside Bourbon CompanyWebsite: https://www.oldhillsidebourboncompany.comInstagram: https://www.instagram.com/oldhillsidebourbonco/Emmanuel Waters — Co-Founder, Old Hillside Bourbon CompanyLinkedIn: https://www.linkedin.com/in/emmanuel-waters-4740989aCourtney Tucker — Co-Founder, Old Hillside Bourbon CompanyLinkedIn: https://www.linkedin.com/in/courtney-tucker-79918527Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff reunites with attorneys Adam Marsh and Gabrielle McGonagle from Giannuzzi Lewendon—a top-tier CPG law firm working with over 3,000 brands—to tackle the most frequently asked legal questions from the 33,000+ member Startup CPG Slack community. From friends and family rounds to co-manufacturer agreements, distribution deals to exit readiness, Adam and Gabby bring a combined 25+ years of CPG legal experience to answer the real questions early-stage brands are asking.Adam and Gabby break down the hidden complexity of raising money from people you know: why side deals with Uncle Vinnie can derail your Series A, why a term sheet matters even in a casual round, and how investor relations—yes, even with family—require consistent communication to preserve trust. The conversation digs deep into institutional fundraising prep, covering why building your data room early is one of the highest-leverage things a founder can do, and how to negotiate a term sheet that protects your board control and limits investor blocking rights before you ever get to the 50-page long-form documents.Throughout the episode, Adam and Gabby share hard-earned lessons from the trenches: a six-figure IP ransom that nearly derailed an acquisition the week before close, a co-manufacturer whose product separated on shelf with no contractual out for the brand, and why sweat equity given to advisors and consultants can quietly balloon your cap table in ways that displease future investors. They explain how to vet distributor agreements (especially with DSDs), why specificity in your manufacturing specs is your best legal protection, and why thinking about your eventual exit should shape how you structure commercial contracts from day one.Whether you're setting up your first entity, giving equity to an advisor, signing your first co-man agreement, or preparing for a transaction, this episode delivers honest, tactical guidance from attorneys who've made it their life's work to help CPG brands succeed.Listen in as they discuss:Friends and family rounds: why you need a term sheet, how side letters can wreck your Series A, and the importance of investor communicationInstitutional fundraising: building your data room early, negotiating term sheets before long-form docs, and what founders should fight for (small board, limited blocking rights)Advisor equity: stock options vs. restricted stock, tying vesting to milestones, and why sweat equity isn't as "free" as it looksEntity formation: why LegalZoom is risky and when a boutique CPG law firm is worth the investmentGetting sued: the top threats brands face—unpapared equity promises, IP ownership disputes, and label compliance failuresDistribution agreements: termination fees, exclusivity carve-outs, deliverables, and how to negotiate with DSDs vs. broadlinersCo-manufacturer agreements: owning your IP and formula enhancements, carving out exclusivity when demand spikes, and getting specific with your specsExit readiness: how messy commercial contracts, hidden related-party relationships, and IP ambiguity can derail a deal at the finish lineEpisode Links:Website: https://gllaw.us/Linkedin: https://www.linkedin.com/company/giannuzzi-lewendon-llp/Adam Marsh – Giannuzzi Lewendonhttps://www.linkedin.com/in/adam-marsh-847a8571/Gabrielle McGonagle – Giannuzzi Lewendonhttps://www.linkedin.com/in/gabrielle-mcgonagle-803b2b21/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Jesse Konig, co-founder and CEO of Jesse & Ben's, to explore what it really takes to disrupt a legacy category, raise capital in CPG, and build a fast-growing brand from the ground up. The conversation dives deep into the reality of fundraising as a first-time CPG founder, the mechanics of running a competitive investment process, and why great velocity data and fanatical customers are worth more than any polished pitch deck.Jesse shares his unconventional path from running a food truck in Washington D.C. (serving gourmet hot dogs and hand-cut fries) to opening a burger restaurant—on a 10-year lease—right as COVID hit, to making the bold pivot into frozen CPG with Jesse & Ben's. Built on a simple but powerful idea—bringing frozen french fries back to their original glory with better-for-you oils (beef tallow and avocado oil), clean sourcing, and zero fillers—Jesse & Ben's has quickly become a true food industry darling, landing nationwide distribution at Whole Foods and Sprouts in their first full calendar year, with Target, Kroger, and Costco on the horizon.Throughout the episode, Jesse pulls back the curtain on his fundraising journey from a friends-and-family SAFE round (20+ investors, hundreds of thousands to ~$1M) to a more institutional process driven by real velocity data, social proof, and competitive FOMO. He reveals how his valuation cap changed three times in one week once investors realized others were circling, why fundraising is a full-time job and a momentum game, and how he and co-founder Ben divided and conquered—Jesse running the investor process while Ben stood up a 6,000 sq ft production facility from scratch in 2025.Jesse also shares what he looked for in investment partners (back-channel references, not just curated intros), how to size a fundraising round (raise more than you think you need), and why the only way to lose in CPG is to run out of money.Whether you're raising your first friends-and-family round, preparing for an institutional process, or trying to figure out how much capital you actually need, this conversation is packed with hard-won, practical wisdom from a founder who's lived every stage of it.Listen in as they discuss:Jesse's background: D.C. food truck → burger restaurant → COVID pivot → frozen CPGThe origin of Jesse & Ben's: clean-sourced frozen french fries made with beef tallow and avocado oil"Turning junk food into joy food": the brand mission and why focus winsVertically integrating production: opening a 6,000 sq ft frozen manufacturing facility in 2025The first fundraise: friends, angels, and small VCs via SAFE notes on a rolling basisWhy fundraising is a full-time job and a momentum game—not a nights-and-weekends projectRunning a competitive process: how FOMO moved their valuation cap three times in one weekWhat investors actually leaned into: velocity data, fanatical customers, social proofHow to select investors: back-channel references, horror stories, and who you want to call in a crisisSizing your round: raise more than you think you need and always build in a runway bufferThe only way you lose in CPG: running out of moneyAdvice for founders: think with the end in mind, divide and conquer, run a processEpisode Links:Jesse Konig — Co-Founder & CEO, Jesse & Ben'sPersonal LinkedIn: https://www.linkedin.com/in/jessekonig/ Website: https://www.jesseandbens.com/ LinkedIn: https://www.linkedin.com/company/jesse-and-bens/Instagram: https://www.instagram.com/jesseandbens Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.comShow Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Lindsay Hancock, founder of My Better Batch—a clean label cookie mix made with non-GMO ingredients, designed to taste just like homemade cookies. Caitlin and Lindsay dig into the winding road that led Lindsay from helping build a company acquired by Kind Snacks, to navigating divorce as a single mom at 40, to shipping her very first order in April 2024 and baking thousands of cookies in an Airbnb to prepare for her first-ever trade show.Lindsay shares how nearly two decades in food—starting on the retail side, then moving to manufacturing—gave her both the expertise and the courage to bet on herself. After the acquisition of her previous company by Kind Snacks and the unexpected upheaval of a divorce, she found herself at a crossroads: keep climbing the corporate ladder or build something of her own. She chose the latter. My Better Batch was born from a simple but powerful insight: there's a massive gap between the cookie mix you grab off the grocery store shelf and the homemade cookie you actually want to eat. Lindsay set out to bridge that gap—delivering a shortcut that moms can feel genuinely good about.In less than two years in market, the results have been remarkable. My Better Batch landed in the Sprouts Forager set, Thrive Market, Lowe's Foods, the Fresh Market, Metropolitan Market, and Target—where Lindsay was accepted into the Target Accelerator program after meeting the team at a trade show. She also won the Good Housekeeping Best Snack Award and earned feature coverage in Parade magazine and All Recipes. And she did most of it as a solopreneur with a lean team of fractional consultants.Lindsay reflects on what it takes to build momentum quickly as a small brand, why getting the product into people's mouths is everything, and how community—through networks like Startup CPG—provides the validation and feedback that a solo founder can't always find internally.Listen in as they discuss:Lindsay's career path: retail → manufacturing → building a company sold to Kind Snacks → solopreneur at 40How divorce became an unexpected catalyst for building My Better BatchWhat makes My Better Batch different: clean label, non-GMO, homemade taste without the effortShipping the first order in April 2024 and growing from DTC to national retail in under two yearsThe Sprouts Forager set, Thrive Market, Target, Lowe's Foods, the Fresh Market, and Metropolitan MarketGetting accepted into the Target Accelerator programBaking thousands of cookies in an Airbnb to prep for her first trade showWhy quality of connections matters more than quantityThe Good Housekeeping Best Snack Award and major press in Parade and All RecipesDream retailers on the wishlist: Wegmans and H-E-BOperating as a solopreneur: fractional teams, LinkedIn's "Real CPG Journey" series, and finding validation in communityEpisode Links:My Better BatchWebsite: https://mybetterbatch.com/Instagram: https://www.instagram.com/mybetterbatchLinkedIn: https://www.linkedin.com/company/mybetterbatch/Lindsay Hancock — Founder, My Better BatchLinkedIn: https://www.linkedin.com/in/lindsayhancock/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff recaps the biggest investor event of the year—Founders & Funders—with two standout guests: Alex Malamatinas, founder of Melitas Ventures, and Alex Michealsen, founder and CEO of Leisure Hydration. Together, they pull back the curtain on what it's really like to be in the room: from the 10-minute speed dating meetings to the panel content, the VC dinner, and the hard-won fundraising lessons early-stage founders need to hear.Alex Malamatinas shares what makes a founder truly stand out in a short meeting—charisma, clear vision, and product differentiation—and why meeting in person unlocks things a deck simply can't. Alex Michealsen breaks down his methodical approach to pitching: leading with questions for the investor, then firing off the numbers that matter most (velocity, contribution margin, channel performance) before the bell rings. He also introduces the "CPG triangle"—margin, velocity, and cash flow management—as the framework every operator should run every decision through.The conversation covers the nuances of margin (why contribution margin is the only one that truly matters when running a business), how to build investor relationships over years rather than days, and why the prep work before an event like Founders & Funders is just as important as the meetings themselves. Both guests also offer candid feedback on how to make the event even better next year.Whether you're an early-stage brand trying to break into the investor ecosystem, a founder preparing your first pitch, or just trying to understand what VCs are actually looking for, this episode delivers honest, tactical insight from two people who've been on both sides of the table.Listen in as they discuss:The Founders & Funders format: curated one-on-one meetings, 70 VCs, 160 brands, and 600+ meetings in a dayWhat makes a founder stand out in a 10-minute meeting: vision, charisma, and knowing your numbers coldAlex Michealsen's pitch framework: interview the investor first, then lead with velocity and contribution marginThe CPG triangle: why margin, velocity, and cash flow management are the only three things that matter as an operatorMargin explained clearly: product margin vs. gross margin vs. contribution margin—and why contribution is kingWhy beverage brands' Amazon contribution margin is often lower than retail despite higher gross marginBuilding investor relationships over years, not days—and why most of Leisure's investors took two years to closePR and content from the event: hot deals of 2025, trends vs. fads, real talk on margins, deal terms 101, and a keynote with Paul VogueIdeas for leveling up Founders & Funders: wildcard meetings for early-stage brands and mixed founder-investor social eventsThe Startup CPG Roadshow: a mobile version of Founders & Funders coming to major cities in 2025Episode Links: Founders and Funders: fandf.startupcpg.comAlex Malamatinas – Founder & Managing Partner, Melitas Ventures LinkedIn: https://www.linkedin.com/in/alex-malamatinas-17a25124/https://www.linkedin.com/company/melitasventures/Alex Michealsen – Co- Founder & CEO, Leisure Hydration LinkedIn: https://www.linkedin.com/in/alex-michaelsen-35b395162/https://www.linkedin.com/company/leisure-hydration/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Ryan Williams, founder of Northhall, to demystify CPG finance and accounting for early-stage consumer brands. The conversation covers everything from the bare minimum financial foundations a founder needs to get right, to the metrics investors care about most—and the hard-earned lessons Ryan has picked up from years of working hands-on with hundreds of brands across stages.Ryan shares his path from investment banking at Houlihan Lokey (advising on the sell-side of Snack Factory/Pretzel Crisps) to CFO of a venture-backed coffee brand, to building Northhall—a full-cycle accounting and finance partner exclusively focused on CPG companies. Northhall serves brands from pre-revenue through approaching nine figures of revenue, acting as a one-stop shop for bookkeeping, controller functions, financial modeling, FP&A, and fundraising readiness.Throughout the episode, Ryan breaks down critical concepts founders often hear but don't fully understand: gross-to-net revenue, chart of accounts and the general ledger, gross margin vs. contribution margin, and how to think about channel-level economics. He explains the three-stage accounting lifecycle of a CPG brand, why connecting the GL directly to your financial model speeds up decision-making, and why adding software too early can do more harm than good.Ryan also offers a framework for fundraising readiness—including why optimizing for valuation while your bank account is declining is one of the most common and dangerous traps founders fall into, why capital efficiency (revenue divided by capital burned) is one of the clearest signals of value creation, and why early-stage brands should prioritize 3x growth over near-term profitability.Whether you're a founder picking up QuickBooks for the first time, preparing for your first institutional raise, or just trying to understand what investors are actually looking at when they review your financials, this episode offers clear, grounded, and immediately actionable guidance.Listen in as they discuss:Ryan's path: Houlihan Lokey investment banking → CFO of a venture-backed coffee brand → founding NorthhallNorthhall's focus: full-cycle accounting + finance for CPG brands from $3M–$100M+ in revenueWhy CPG finance is different: inventory, sell-in vs. sell-through, gross-to-net spreads, accruals, trade deductionsThe three-stage accounting lifecycle: family bookkeeper → QuickBooks + quality spreadsheets → full enterprise reportingGross-to-net revenue: why booking your Shopify or Amazon payout as revenue understates your true salesChart of accounts / GL 101: what it is, why it matters, and how to structure itGross margin vs. contribution margin: a clear, step-by-step breakdown with examplesChannel-level economics: why understanding margin by channel (DTC, Amazon, distributor, retail) is the right level of detail for sub-$10M brandsOffline deductions: UNFI/KeHE chargebacks, trade rates, and how to peel back the layers over timeThe "what happened to my $1" framework for conceptualizing unit economicsFundraising traps: anchoring to outlier deal terms, optimizing valuation while burning cashKey investor KPIs: capital efficiency ratio (revenue ÷ capital burned), growth rate, and why 3x early beats near-term profitabilityAdvice for founders: find real product-market fit, take bigger pivots instead of incremental tweaksHow to break into CPG finance: the "give first" philosophy and building the Food and Beverage Investor DatabaseEpisode Links:Ryan Williams — Founder, Northhall 🔗 LinkedIn: https://www.linkedin.com/in/ryanstuartwill/🌐 Website: https://www.northhall.com/https://www.linkedin.com/company/northhall/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.comShow Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Kun Yang, co-founder of Pricklee—a natural hydration drink powered by prickly pear cactus fruit with no artificial dyes, no artificial sugars, and no plastic. Caitlin and Kun crack open the brand-new Pricklee 2.0 cans live on the podcast and dive into the four-and-a-half-year journey from launching in Boston in 2021 to hitting what Kun describes as a true product-market fit moment.Kun shares how he and his co-founder Mo—both doctors of pharmacy—were living with a roommate studying heart health in 2019 when the Framingham Heart Study caught their attention. The data showed that people consuming one artificially sweetened drink per day had a 3x increased risk of stroke and dementia compared to those drinking full-sugar beverages. That finding, combined with mounting evidence on artificial dyes, lit a fire under them to build something better—especially as they were starting their own families and looking around at the same legacy, neon-colored hydration drinks that had filled grocery aisles since their childhoods.Rather than raising institutional capital and hitting the gas immediately, Kun and Mo applied a scientific approach to brand building: test, iterate, improve, and keep going without ego. They launched with a cactus water positioning that got them into key accounts like Sprouts, Whole Foods, and H-E-B, then spent the next four years refining formulation, repositioning, and listening hard to customer feedback. The single greatest challenge, Kun reflects, was education—explaining the prickly pear ingredient itself slowed them down. Repositioning to lead with "natural hydration" unlocked a whole new level of resonance with their target consumer: young families who love better-for-you soda and energy drinks but haven't yet had a natural hydration option they'd actually reach for.Throughout the conversation, Kun and Caitlin discuss the parallels between Pricklee's journey and Poppy's pivot from apple cider vinegar to soda, why coconut water built the demand for natural hydration without fully capitalizing on it, and why the category sequence of better-for-you soda → energy → hydration makes Pricklee's timing feel inevitable. Kun also shares the velocity growth Pricklee is seeing since launching 2.0 (200–400% depending on the channel), a fully subscribed (and oversubscribed) seed round, new distribution through Vistar, and two brand-new flavors debuting at Expo West 2026: Mixed Wild Berry and Juicy Watermelon.Listen in as they cover:Why two pharmacists decided to disrupt the legacy hydration categoryWhat the Framingham Heart Study revealed about artificial sweeteners and brain healthHow Pricklee applied the scientific method to brand building and product-market fitThe education challenge of leading with a prickly pear ingredient vs. a natural hydration benefitWhy families are Pricklee's core target—and why toddlers are the ultimate product validatorsHow coconut water created demand that Pricklee is positioned to captureThe case for aluminum over plastic and why sustainability has become a growth driverPricklee's distribution expansion into Vistar and the food service channelWhat's new with Pricklee 2.0: new formulation, new packaging, new flavorsTwo flavor announcements: Mixed Wild Berry and Juicy Watermelon debuting at Expo West 2026A fully subscribed seed round—and what's next for the brandWhether you're a founder trying to find product-market fit, a buyer looking for the next natural hydration brand, or a consumer who's been searching for a better option than neon-colored plastic bottles, this episode is for you.Note: Pricklee will be at Expo West Booth #8920 (ACC, Level 3)Episode Links:Website: www.pricklee.comInstagram: https://www.instagram.com/drinkpricklee/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this solo episode of the Startup CPG Podcast, Daniel Scharff—Founder & CEO of Startup CPG—shares his complete playbook for winning at Expo West.After exhibiting at Expo West (and Expo East) more times than he can count, Daniel breaks down exactly how emerging brands can maximize ROI at one of the most overwhelming trade shows in the world: 70,000 attendees, 3,000 booths, and buyers with limited time.From pre-show strategy and proactive buyer outreach to booth setup hacks, follow-up timing, scrappy sampling tricks, and how to avoid “stripping the screw” with buyers—this episode is a tactical, no-fluff guide for founders who want to turn booth investment into real retail traction.Whether it’s your first Expo or your tenth, this episode will help you walk in with intention—and walk out with momentum.Listen in as Daniel covers:• Why you must build a real buyer target list before the show• How to identify which buyers and distributors are attending• Smart, proactive outreach strategies that actually get responses• Pre-show marketing tactics to build buyer FOMO• Booth design advice for early brands (don’t overspend!)• Why product is always the hero—not your backdrop• The #1 sampling mistake brands make (temperature matters)• How to serve ice-cold beverages without buying booth electricity• Using volunteers strategically so you don’t burn out• How to spot and approach buyers—even if you don’t know their name• The exact way to ask for buyer contact info without being pushy• Lead scanners vs. scrappy note-taking: what Daniel recommends• How and when to follow up after the show• Playing the long game with retail relationships• Booth logistics checklist: test your setup before you go• The one thing you don’t want to be hunting for at Home Depot at 9pm• Why you should bring two pairs of shoes (seriously)• Applying to pitch competitions and retailer programs• Leveraging LinkedIn in real-time during the show• Why you should always carry product—even off the show floor• Creative (and slightly sneaky) aisle strategies to intercept buyersExpo is a massive investment. Daniel’s goal with this episode: help you make sure the magic moment happens when the right buyer walks into your booth.Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this mini episode of the Startup CPG Podcast, Daniel Scharff sits down with Hannah Ackermann and Taylor Davis from Comet to explore the fiber and gut health trends taking over CPG—and what brands should expect to see at Expo West 2026.If last year was the year of protein, this year is shaping up to be the year of fiber. From prebiotic sodas to functional jams and bone broth, fiber is showing up in categories we never imagined.Hannah and Taylor break down why consumers are suddenly obsessed with gut health, how the "Poppy effect" is influencing product innovation, and why people are starting to have preferred fiber types—just like they do with protein.Listen in as they cover:Why fiber is becoming the next big functional ingredientThe rise of prebiotic sodas and how brands like Poppy changed the gameWhy different fibers (like resistant starch vs. inulin vs. arabinose) matterConsumer insights: two-thirds want fiber in baked goods and bars, not powdersThe connection between Dry January, mocktails, and functional beveragesWhere all that volume from alcohol reduction is really goingEmerging categories: prebiotic jams, bone broth, and spreadsHow to differentiate your brand with the right prebiotic fiberWhy arabinose-based fiber is gentle, fully soluble, and easy to formulate withWhere to find Comet at Expo West (booth N1746 in Hot Products!)Whether you're formulating a new product or just want to stay ahead of CPG trends, this episode will help you understand why fiber is everywhere—and how to use it strategically in your brand.Comet will be at Expo West booth N1746 with samples of Be Pop, a sparkling prebiotic beverage made with natural honey and arabinose fiber. Stop by to try it and connect with their applications team.Episode links:Want to learn more? Visit comet-bio.comLinkedin:https://www.linkedin.com/company/comet-bio/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Brian Bernstein, investor at Rich Products Ventures, to explore what corporate venture capital looks like in practice—and why it might be the strategic partner early-stage food brands didn't know they needed. The conversation dives deep into evaluating product-market fit, understanding the metrics that actually matter (velocity over door count, margin bridges, the "Toledo test"), and why venture capital isn't the right fit for every founder.Brian shares his unconventional path from investment banking at Bank of America (working on the Yeti IPO) to Blue Apron during its rise and fall, to MBA at Wharton, to Restaurant Brands International (Burger King, Popeyes, Tim Hortons), and eventually landing at Rich Products Ventures. He discusses how Rich Products—a $6 billion, 80-year-old, family-owned frozen food manufacturer—operates its corporate venture fund with a hybrid approach: 60-70% financial investor, 30-40% strategic partner. Drawing from recent investments like Evergreen (frozen better-for-you waffles), Ripple (pea milk), and Delicious (frozen novelty bites), Brian reveals what separates compelling opportunities from brands that aren't ready for institutional capital.Throughout the episode, listeners gain insider perspective on corporate venture versus traditional VC, the diligence process Rich Products Ventures runs (100% of what a financial investor does, plus strategic support), and why information walls, no right of first refusal clauses, and evergreen fund structures make corporate venture an asset—not a burden. Brian emphasizes his conviction drivers: founder-market fit, velocity in natural crossing into conventional, margin bridges with clear paths to profitability, and the "Toledo test" (if it won't sell in Toledo, Ohio, it's not a scalable brand). He also shares why venture money isn't right for every brand, how to think about exit timelines (7-10 years on average), and why founders should hire only when it's painful.Whether you're evaluating corporate venture investors, preparing for diligence, or wondering if venture capital is the right path for your business, this conversation offers clarity on what early-stage food investors care about most when backing mission-driven founders building real, durable businesses.Listen in as they discuss:Brian's path: investment banking (Yeti IPO) → Blue Apron's rise and fall → Wharton MBA → RBI → Rich Products VenturesRich Products background: $6 billion revenue, 80 years old, family-owned frozen food manufacturerCorporate venture thesis: pre-farm to post-fork, $100K-$3M checks, seed to Series C stageHow corporate venture differs from traditional VC: hybrid 60-70% financial, 30-40% strategicWhy corporate venture can be an asset, not a burden: information walls, no RFR clauses, evergreen fund structureWhat makes a compelling investment: founder-market fit, velocity crossing into conventional, margin bridges, platform potentialCase studies: Evergreen (frozen waffles going after Eggo), Ripple (pea milk at scale), Delicious (frozen novelty bites)The "Toledo test": if it won't sell in Toledo, Ohio, it's not a scalable brandWhy velocity matters more than door count: depth over breadth, turns per store per SKU per weekEvaluating margins: contribution margin bridges, clear paths from 15% to 30%, initiatives in placeWhy venture capital isn't the right fit for every brand: lifestyle businesses vs. $100M disruptorsExit pathways: strategics (7-10 years, $75M+ revenue), private equity (cash flow focused), IPOs (decade+, billion-dollar brands)Advice for founders: solve a real consumer pain point, start scrappy, hire when it's painful, be ready for pivotsHow to prepare for diligence: deck, model, pipeline, margin bridge, velocity benchmarks, category contextAdvice for operators transitioning to investing: network building, warm intros, develop your thesisEpisode Links:Rich Products Ventures LinkedIn: https://www.linkedin.com/company/rich-product-ventures/?viewAsMember=trueBrian Bernstein — Investor, Rich Products Ventures LinkedIn: https://www.linkedin.com/in/brianbernstein Website: richproductsventures.com Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.comShow Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Chef V (Vasisht Ramasubramanian), founder of Alchemy of Food—a sauce brand built on the principle that "real ingredients make real magic." After losing his sense of taste and smell from COVID-19 as a professional chef, Chef V took a sabbatical from the restaurant world and rediscovered his palate through clean eating. That devastating experience led to the creation of Alchemy of Food, a line of sauces made with real ingredients, no ultra-processed junk, and no ingredients you can't pronounce.Chef V shares his journey from attending the Culinary Institute of America (which he calls "the Hogwarts of cooking schools") to opening restaurants around the world for well-known chefs, to winding down his restaurant career after COVID and launching a CPG brand. The conversation explores the moment he realized he couldn't smell cinnamon and cardamom in his rice, how honey from a local beekeeper became the foundation for his first sauces, and why he sold at five farmers markets a week in summer 2025 to validate product-market fit before scaling.Throughout the episode, Chef V discusses the transition from buying 5 pounds of honey for a restaurant to sourcing 55,000 pounds for CPG production, why he's a trendsetter (not a trend follower) who champions local ingredients like Tennessee honey and Carolina spices over imported truffles, and how his chipotle maple sauce became a crowd favorite with its time-release mechanism (sweet first, smoky second, heat third). He also shares his experience as a Shelfie Awards finalist, getting selected for Sprouts' innovation set, and what it's like to see his products on shelves next to industry giants like Yellowbird and Momofuku.Whether you're a chef-turned-founder navigating the science of CPG (pH levels, refractor readings, specific density), sourcing local ingredients to build a differentiated product, or building a self-funded brand while navigating the immigrant founder experience, this conversation offers honest lessons on transferring restaurant principles to CPG, staying true to your ingredient philosophy, and finding community in an industry that celebrates diverse flavors.Listen in as they discuss:Chef V's background: Culinary Institute of America, opening restaurants worldwide, and the devastating moment he lost his sense of taste and smell from COVIDWhat it's like to fake tasting food as a chef when you can't smell cinnamon or taste cardamom—and the fear it might never come backHow a local Tennessee beekeeper's surplus crystallized honey became the foundation for Alchemy of FoodSelling at five farmers markets a week in summer 2025 to validate product-market fit before scalingThe transition from restaurant to CPG: buying 5 pounds vs. 55,000 pounds of honey, and the science of pH levels, refractor readings, and co-packer partnershipsWhy honey and maple syrup over other sweeteners: being a trendsetter (not a trend follower) with local ingredients like Tennessee honey and Carolina spicesChipotle maple sauce's time-release mechanism: sweet first, smoky second, heat third—and becoming a Shelfie Awards finalistGetting selected for Sprouts' innovation set and the distributor onboarding process that "brokered world peace and almost found the cure for cancer"Favorite pairings: bacon-wrapped dates with chipotle maple, hot honey on pizza and ice cream, salsa verde on everythingNavigating the immigrant founder experience: celebrating diversity, expanding palates, and why we need more flavors from diverse backgroundsEpisode Links:Website: https://www.theflavorsmith.comAlchemy of Food LinkedIn: https://www.linkedin.com/company/the-flavorsmith/Chef V. LinkedIn: https://www.linkedin.com/in/vasisht-r-1814b69/ Available at: Sprouts (Innovation Set), Amazon, UNFI WholesaleDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics