The Startup CPG Podcast

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

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Leana Salamah from the Specialty Food Association, John Lane from The Raley's Companies, and Marc Brown, founder of ONOIN—to recap the Winter FancyFaire* 2026 in San Diego. After 18 months of planning, the SFA brought together 10,000 attendees and over 1,000 brands for three days of 70-degree sunshine, meaningful buyer-brand connections, and a reimagined trade show experience that integrated San Diego's culinary scene into every corner of the event.Leana shares how the show evolved from a traditional trade show format into something that felt fresh, innovative, and community-driven—featuring restaurant takeovers, neighborhood activations, and a show floor designed to create a journey through specialty food trends. John discusses why he made the trek from Northern California to scout innovation for Raley's Get Curious initiative, what trends he's tracking for the back half of 2026 (hello, sense maxing and Protein 2.0), and how 20-30 brands from the show will land on Raley's shelves in the next 7-8 months. Marc pulls back the curtain on what it's really like to exhibit as an emerging brand—from missing the first hour because of a wedding in New York to getting swarmed by buyers the moment he arrived, to landing tangible retailer acceptances and building a pipeline for the next 6-12 months.Throughout the episode, the group discusses the magic of the Startup CPG section (and why brands fight to get in), the importance of a 60-70% buyer-to-brand ratio, why Fancy shows offer the perfect middle ground between distributor deal-making and Expo's overwhelming scale, and how to use trade shows strategically across the year. They also preview what's coming for Summer Fancy Food in New York City (June 28-30)—and why you should book your hotel NOW because of the World Cup.Whether you're deciding which trade shows to invest in, looking to understand what buyers are really seeking at events, or wondering how to maximize ROI from your booth investment, this conversation offers honest reflections on what makes a trade show worth it—and why Winter Fancy Fair 2026 set a new standard.Listen in as they discuss:Winter FancyFaire* 2026 recap: San Diego, 10,000 attendees, 1,030 brands, and 70-degree sunshineHow SFA reimagined the trade show experience with city activations, restaurant takeovers, and culinary integrationsThe "sense maxing" trend of 2026: multi-sensory flavor experiences as pushback against AIWhy Raley's came to scout innovation: planning the back half of 2026 and spotting trends 6-7 months earlyJohn Lane's trend predictions: Protein 2.0 (protein + fiber + benefits) and ready-to-drink broths making a comebackThe Startup CPG section advantage: curated brands, high buyer traffic, and a family atmosphereMarc Brown's first-timer experience: missing the first hour, getting swarmed by TJ Maxx and Whole Foods, and landing retailer acceptancesWhy the 60-70% buyer-to-brand ratio matters—and how it creates better conversationsThe "How Do Retailers Spot Innovation" panel: standing room only with buyers from Raley's, Thrive, Whole Foods, and CVSHow 20-30 brands from Winter Fancy Fair will land on Raley's shelves in the next 7-8 monthsUsing trade shows strategically: distributor shows for deals, Expo for scale, Fancy for meaningful buyer relationshipsBuilding friendships booth-to-booth: why CPG is a team sport and your booth neighbor is your future resourceThe value of expert one-on-ones at Fancy: free sessions with buyers like CVS's Lauren CastroSummer Fancy Food preview: June 28-30 in NYC—book hotels NOW because of the World CupWhy going slow, building relationships, and playing the long game wins at trade showsEpisode Links:ONOIN: https://eatonoin.com/ Marc Brown LinkedIn: linkedin.com/in/marc-brown-41500546/?skipRedirect=true John Lane LinkedIn: https://www.linkedin.com/in/johnlane-raleys/ Raley's Get Curious: https://www.raleys.com Leana Salamah LinkedIn: https://www.linkedin.com/in/leanasalamah/ Specialty Food Association: https://www.specialtyfood.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.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 You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Hayden Williams, Partner at BrandProject, to explore what pre-launch investors look for in consumer brands—before there's even a product name or revenue. The conversation unpacks the Wonderbelly acquisition by P&G, revealing what drives conviction at the idea stage and how authentic brand building in overlooked categories can lead to strategic exits.Hayden shares how BrandProject approaches pre-launch investing with 1-3M checks, often becoming the first money in before founders have finalized their company name. He breaks down the Wonderbelly case study: how two brothers reimagining gut health with clean-label antacids went from "Ginger Health" and "Aunt Acid" to a P&G acquisition in just over four years. Drawing from this portfolio success, Hayden reveals the three pillars of pre-launch conviction—founder-market fit, compelling problem-solution, and timely category opportunity—and explains why bringing humor and levity to unsexy, stigmatized categories creates authentic consumer trust that strategics can't easily replicate.Throughout the episode, listeners gain practical insights on crafting pre-launch fundraising narratives, understanding what "right time to build" actually means, and why explicit customer personas drive everything from packaging to retail execution. Hayden discusses the investor-founder working relationship post-check, why fundraising remains challenging even with strong traction, and what makes brands attractive acquisition targets beyond distribution. Whether you're raising pre-launch, building in an overlooked category, or curious how early investors evaluate ideas before traction exists, this conversation offers a transparent look at pre-revenue investing and strategic exits.Listen in as they discuss:How BrandProject invests pre-launch with 1-3M checks before product names existThe Wonderbelly story: from idea stage to P&G acquisition in 4+ yearsThree pillars of pre-launch conviction: founder-market fit, problem-solution, category timingWhy Lucas's personal digestive health struggles created authentic founder-market fitIdentifying ripe categories: gut health aisle frozen in time with 100-year-old brandsPre-launch diligence focus: evaluating team and market without product or revenueThe importance of explicit customer personas in driving packaging and retail strategyDTC launch validation and the transition to retail with exclusive Target launchPost-investment working relationship: monthly calls and perspective sharingWhy fundraising remained challenging despite hitting successive milestonesConsumer psychology and brand world-building: choosing fun over traditional positioningWhat strategics look for: authentic consumer trust and master brand potentialThe value of levity and humor in destigmatizing unsexy categoriesCritical founder traits: grit, perseverance, and not taking yourself too seriouslyWhat excites Hayden next: clean medicine in overlooked aisles and defensible IPAdvice for aspiring investors: build operating experience and send great deal flowEpisode Links:BrandProject Website: https://www.brandproject.com LinkedIn: https://www.linkedin.com/company/brandproject-lp/ Hayden Williams - Partner, BrandProject LinkedIn: https://www.linkedin.com/in/howillia/ 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 You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Kartik Das, founder of Doosra, a modern Indian snack brand bringing a fresh perspective to South Asian flavors. Kartik shares his journey from growing up in Chennai and Singapore to building a food brand in New York that celebrates the rich, diverse snack culture of India. Drawing from his background as a classically trained French chef, he explains how Doosra combines the essence of traditional Indian snacks with unexpected twists—like a subtle touch of sweetness—to create unique, crave-worthy experiences.Throughout the conversation, Kartik reflects on the inspiration behind Doosra’s name, which means “different” or “other,” and how it perfectly captures his approach to doing things his own way. He discusses the brand’s evolution—from humble beginnings at farmers’ markets with handmade packaging to its now-recognizable bright orange design and playful mascot, Ladu. Kartik also opens up about his deliberate decision to grow sustainably, focusing on building strong relationships with retailers, engaging directly with customers through sampling events, and prioritizing quality over rapid expansion.Gain insight into the broader South Asian CPG movement, as Kartik highlights dozens of fellow brands driving awareness and collaboration within the category. He emphasizes the importance of community over competition, thoughtful branding, and authenticity in every aspect of business.Tune in to hear how Doosra is redefining what it means to snack differently—and discover the power of culture, creativity, and connection behind every bite.Listen in as they share about:Founding Doosra and the Brand’s MeaningThe Flavor PhilosophyBrand Identity and Packaging EvolutionSouth Asian Representation in CPGCommunity and Growth StrategyRetail, Partnerships, and Product TestingUpcoming Collaborations and InitiativesLessons for EntrepreneursEpisode Links:Website: https://eatdoosra.com/ LinkedIn: https://www.linkedin.com/in/daskartik/ 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 You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, hosts Daniel Scharff and Patricia Menegoto deliver the definitive preview of Expo West 2026, walking through every Startup CPG event and opportunity during the industry's most important week in Anaheim.The conversation covers Monday's Grocery Run with Gelson's 2.0 in Venice (bigger venue after last year's sellout), Tuesday's Kickoff Dinner at the Anaheim White House featuring industry leader dinners alongside main networking with buyers from Ahold and Whole Foods, the curated Startup CPG section with 20 brands and 500+ one-on-one buyer meetings, Wednesday's transformed Alley Rally (now 50 brands sampling in grocery run format with the top brand winning a free 2027 booth), and Thursday's Founders Dinner at Poppy and Seed designed for authentic founder-to-founder connections.Daniel and Patricia emphasize tactical strategies: always bring cold product to events, wear brand swag, apply early for sampling opportunities, and don't be intimidated to come solo. They share Startup CPG's culture of radical welcomeness—team members actively introduce people standing alone, making events feel like "camp reunion" rather than transactional networking. Patricia highlights her favorite section brands (Lupini pizzas, Pisca hot sauce) while Daniel emphasizes that Expo success comes from relationships built, not just immediate sales.Listen in as they discuss:Monday Grocery Run with Gelson's: entire buying team + CEO attending, brands getting distribution on the spotTuesday Kickoff Dinner: 300 attendees, industry leader dinners (ops, sales, e-commerce, finance, foodservice), confirmed retailersStartup CPG section: 20 brands, 500 buyer meetings, 30+ retailers scheduling appointments throughout showHow sampling applications work: retailers pick brands they want to meet, not random selectionAlley Rally evolution: 1,300+ attendees, expanding from 12 to 50 brands sampling, grocery run formatThursday Founders Dinner: intimate evening focused on authentic connections without pitching pressureTactical advice: bring cold product everywhere, wear brand swag, buy tickets early (everything sells out)Why founder life is lonely and meeting others facing same struggles creates lasting support networksEpisode Links:Startup CPG Events: https://startupcpg.com/events Daniel Scharff LinkedIn: https://www.linkedin.com/in/danscharff/Patricia Menegoto LinkedIn: https://www.linkedin.com/in/pmenegoto/Don't forget to leave a five-star review on Apple Podcasts or Spotify. For sponsorship opportunities or to join the 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 (30K+ 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 Nate Cooper, investor at Barrel Ventures, to explore what early-stage food and beverage investors look for when backing emerging brands. The conversation dives deep into evaluating product-market fit, understanding what drives conviction in early-stage deals, and why founder characteristics matter just as much as metrics when building a fundable CPG brand.Nate shares his unconventional path from multi-generational food industry roots to failed entrepreneur to successful angel investor—landing Olipop as his very first check. He discusses how Barrel Ventures approaches pre-seed to Series A investments with hyper-specialized focus on anything that touches food, from pre-farm to post-fork. Drawing from portfolio wins like Olipop, Gonanas, and Nowadays, Nate reveals what separates compelling opportunities from brands that aren't quite ready—and how founders can position themselves before they start raising capital.Throughout the episode, listeners gain insider perspective on building investor relationships, the founder traits that signal long-term success, and practical advice on metrics that matter: velocity over door count, margin structures relative to category benchmarks, and the power of compounding growth over hypergrowth. Nate emphasizes his litmus test for investment decisions: "Would I work for this person?" He also shares why non-consensus bets often become the biggest winners, how GLP-1s and wearables are reshaping food consumption, and why humility, grit, and team-first language are green flags for early-stage backers.Whether you're building toward your first institutional round or evaluating angel investors, 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:Nate's path from multi-generational food family to failed founder to early Olipop investorBarrel Ventures' thesis: pre-seed to Series A, pre-farm to post-fork, $100K-$750K checksWhy velocity matters exponentially more than door count when scaling retailEvaluating margins relative to category benchmarks and line of sight to profitabilityThe "messy middle" of CPG growth: slotting fees, distribution, team building, and inventoryWhy compounding steady growth (3 triples, 2 doubles) beats hypergrowth in CPGThe power of habit formation: products that become ingrained in daily routinesPattern recognition: identifying founder traits that signal resilience and executionNate's investment litmus test: "Would I work for this person?"Why non-consensus bets (Olipop, Nowadays) often become category-defining brandsMarket trends: GLP-1 impact on food vs. alcohol, protein positioning, AI applicationsFounder characteristics that matter: humility, grit, "we" vs. "me" languageHow to prepare for diligence: deck, model, sell sheet, org chart, and radical transparencyWhy showing your warts early builds trust better than hiding themAdvice for operators transitioning to investing: network building and karma-driven connectionsEpisode Links:Barrel VenturesWebsite: http://www.barrelvc.comLinkedIn: https://www.linkedin.com/company/barrel-ventures/about/ Nate Cooper - Investor, Barrel VenturesLinkedIn: https://www.linkedin.com/in/nathan-cooper-2ba9aa19/ 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, Caitlin Bricker welcomes Yaniv Simpson, founder of The Conscious Bar, for an inspiring conversation about redefining the chocolate industry through radical transparency and intentionality. Yaniv shares his unique journey from getting banned from a candy store at age five to building a date-sweetened craft chocolate company committed to proving that chocolate isn't candy.Yaniv discusses the inspiration behind The Conscious Bar—a mission to create chocolate that's truly good for you, not just "better for you." He explains how combining two ancient superfoods, cacao and dates, with zero additives creates an indulgent experience that doesn't compromise on health, ethics, or environmental impact. The conversation explores the complexities of sourcing ethical, organic cacao that meets strict Prop 65 standards while maintaining phenomenal flavor profiles.They also delve into The Conscious Bar's commitment to 100% compostable packaging, building transparency into every aspect of the supply chain, and the decision to invest deeply in direct-to-consumer and social media education before scaling to retail. Yaniv reflects on the importance of intentionality in every decision—from nine months sourcing compostable materials to building a full creative agency in-house to educate consumers on why sugar isn't just sugar.You will also hear about The Conscious Bar's community-building approach through educational content, their VIP Circle, and upcoming limited edition SKUs launching in early 2026 as they expand into natural grocery retail.Tune in to learn how The Conscious Bar is challenging decades of cultural programming around chocolate by building trust, transparency, and a brand that refuses to compromise.Listen in as they share about:Origins of The Conscious Bar and Yaniv's Candy Store BanWhy Chocolate Isn't Candy: Redefining the CategorySourcing Ethical Cacao and Compostable PackagingThe Nine-Month Journey to Perfection Before LaunchBuilding a Creative Agency In-House for EducationDirect-to-Consumer Strategy and Community BuildingRetail Expansion Plans for 2026Episode Links:Website: https://theconsciousbar.co/ Instagram: https://www.instagram.com/theconsciousbar.co Personal LinkedIn: https://www.linkedin.com/in/yaniv-simpson-aa72b22a/ Company LinkedIn: https://www.linkedin.com/company/the-conscious-bar/ 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 (20K+ 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 fractional CMO Janice Greenwald to tackle the most frequently asked marketing questions from the 33,000+ member Startup CPG Slack community. From social media strategy to packaging design, PR investment to budget allocation, Janice brings 20 years of CPG marketing experience to answer the real questions early-stage brands are asking.Janice breaks down the multifaceted nature of social media—it's not just posting photos, it's content creation, graphic design, copywriting, influencer outreach, brand partnerships, and potentially paid media. She shares why small agencies can sometimes offer better value than freelancers through economies of scale, recommending specific partners like Steph Nash Marketing for creative content and Gawronski Media for paid ads. The conversation challenges conventional wisdom around investing in social media and PR at launch, with Janice emphasizing that these are long-term brand-building tools, not immediate sales drivers—and why 60-70% of your marketing budget should focus on velocity if that's your primary objective.Throughout the episode, Janice shares hard-earned lessons from the trenches: packaging structure mistakes at Sabra that cost hundreds of thousands in custom molds, why chip brands need air-filled bags to compete on shelf presence, how to maximize shelf space by actually measuring retail dimensions with a tape measure, and why you should always design beverage packaging for the side that will be merchandised (not the pretty side). She discusses the "rule of sevens" for brand awareness, explains why PR is better suited for investor and buyer visibility than consumer sales, and reveals her philosophy that specialists working fractionally often deliver better results than generalist full-time hires at similar costs.Whether you're allocating your first marketing budget, choosing between agencies and freelancers, designing packaging that actually works on shelf, or deciding if social media and PR are worth the investment, this episode delivers honest, tactical guidance from someone who's made the mistakes so you don't have to.Listen in as they discuss:The hidden complexity of social media: content creation, copywriting, community management, influencer outreach, and paid media aren't one person's jobWhy small agencies can beat freelancers: economies of scale when photographers run multiple brands through the same seasonal setsShould you invest in social media early? Yes for brand building, but balance with velocity-driving tactics based on your budgetThe 10% rule: most brands allocate around 10% of net revenue to marketing (excluding trade spend), though startups may invest more upfrontPR for early brands: better for investor/buyer visibility than consumer sales—don't expect immediate ROI from lifestyle pressTrade publications you can pitch yourself: reach out directly to Bevnet, Nosh, Food Navigator writers without an agencyPackaging structure mistakes: the Sabra salsa bowl that didn't merchandise well and the lettuce container that couldn't pack out a caseThe chip bag paradox: you need air to compete visually on shelf even if it feels wastefulEpisode Links:Janice Greenwald LinkedIn: https://www.linkedin.com/in/janice-greenwald-marketing-consultant/ Startup CPG Newswire: https://startupcpg.com/newswire 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 (30K+ 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 Folmer, founder of FirstLook Ventures, to explore what founders need to know before fundraising—from building compelling pitch decks to avoiding common mistakes that sink deals.Brian brings a rare full-stack perspective to consumer investing: founder, operator, ecosystem builder, and now investor backing early-stage brands through FirstLook Ventures and SPVs. His journey spans dropping out of law school to launch his first startup, working in corporate retail at Abercrombie and Victoria's Secret, investing at XRC Ventures, and eventually building FirstLook—a monthly curation box that connects emerging brands with 300+ angel investors, VCs, and family offices.Throughout the conversation, Brian shares what separates founders who successfully raise from those who struggle, breaking down the core elements every pitch deck needs (particularly the "why now" thesis), why demonstrating passion alongside credentials matters for long-term conviction, and how capital efficiency thinking (18 months of runway, not too much capital) sets brands up for sustainable growth trajectories.Brian discusses why social capital in VC is more valuable than deal volume, explains the psychology of winning over investors beyond just metrics, and shares a compelling case study with Half Day Iced Tea's fiber trend positioning. He addresses common founder questions around retail requirements for fundraising (spoiler: you don't need it), how many rounds to anticipate in a CPG brand's lifecycle, and tactical advice on breaking into venture capital without traditional investment banking experience.If you're preparing for your first institutional raise, refining your fundraising strategy, or wondering what investors actually evaluate beyond the numbers, this episode offers grounded, actionable insights from someone who's been on both sides of the table.Listen in as they discuss:Brian's journey: law school dropout to founder to XRC Ventures to FirstLookFirstLook Ventures mandate: Series A/B focus with $500K average checksFirstLook boxes: connecting emerging brands with 300+ investors monthlyWhy consumer investing is more exciting than tech right nowCurrent fundraising landscape: why now is a solid time to raiseCommon fundraising mistakes: unrealistic projections and wishy-washy raise amountsWhat makes a great pitch deck: nailing the "why now" thesisCase study: Half Day Iced Tea and betting on the fiber trendSocial capital in VC: why quality beats quantity in deal sharingFundraising fundamentals: setting terms, timeline expectations, and raise amountsCapital planning: the 18-month runway rule and avoiding over-raisingHow many fundraising rounds CPG brands should anticipateDo you need retail to fundraise? (Short answer: no)Breaking into VC without investment banking experienceEpisode Links:Brian Folmer — Founder, FirstLook VenturesLinkedIn:https://www.linkedin.com/in/brianfolmer/Company LinkedIn: https://www.linkedin.com/company/firstlookvc/ 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 (30K+ 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 Heidi and William Schneider, the husband-and-wife team behind Tea Jams—the world's first organic fruit jam infused with tea that's redefining what a pantry staple can be.Chef William, a Culinary Institute of America graduate, started making Earl Grey syrups for Mother's Day brunches at a local inn where quilting groups raved about the flavor. He transformed those syrups into jams with 40% less sugar than traditional options, using only organic whole fruit instead of juice concentrates. Heidi, a special education teacher with a background in social media marketing, joined forces with William to build the brand's visual identity and community presence.Throughout the conversation, the Schneiders share how their relationship literally grew alongside their business—they met on Hinge, got engaged while visiting their first retailer in Miami, and hosted their first pop-up on their one-year wedding anniversary. They've handcrafted nearly 20,000 jars between the two of them while keeping their full-time jobs, proving that small businesses (really small—just the two of them!) can make big impact.You'll also learn about Tea Jams' versatility—from toast topping to mocktails at farmers markets to marinades for fish—and how they landed in Harney & Sons gift sets and Murray's Cheese at Grand Central Terminal (where they used to meet for dates!). The episode explores their retail vs DTC strategy, why the definition of "small business" needs to change, and how they're building authentic brand partnerships with established companies.Listen now to hear their infectious energy and learn how two people are disrupting an industry that's "been asleep for a little bit."Listen in as they share about:Meeting on Hinge & Growing the Business TogetherFrom Earl Grey Syrup to Tea-Infused JamThe Difference Between Jam and Jelly (and Why It Matters)Handcrafting 20,000 Jars While Working Full-Time JobsBuilding Collaborations with Harney & Sons and Local CafesRetail vs DTC Strategy and Farmers Market SuccessWhat "Small Business" Really MeansThe Versatility of Tea Jams: Mocktails, Marinades & MoreEpisode Links: https://www.tea-jams.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.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 (30K+ 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 special New Year's episode of the Startup CPG Podcast, host Daniel Scharff invites three founders from the Startup CPG community to share their 2026 brand resolutions—offering practical wisdom on focus, authenticity, and strategic growth for emerging CPG brands.Rebecca Styn, founder of Blind Tiger Spirit Free Cocktails, discusses her resolution to eliminate noise by being more intentional about opportunities. After initially going wide geographically and saying yes to numerous opportunities—from celebrity gifting to event activations—Rebecca shares why she's now focusing deep in her regional markets and being strategic about what aligns with her business goals. She emphasizes the hidden costs of "free" opportunities in beverage, where shipping often exceeds product cost and consumer purchase behavior doesn't support random sampling.Dava Guthmiller, founder of A Dash of (a taste education platform and curated shop specializing in salt, butter, and chocolate), shares her resolution to step into the spotlight. Despite her passion for interviewing makers and sharing their stories, Dava struggles to apply the same approach to her own brand on social media. She discusses the importance of authenticity, why sharing her personal passion matters for building trust, and how she's working to showcase herself and her story online, not just the products she curates.Andrew Schundler, co-founder of CH Matcha (a canned ceremonial-grade matcha latte), discusses his resolution to double down on what works in retail. Launching in July 2025, Andrew and his wife Chloe quickly learned that most consumers don't buy heavy beverage online. By focusing on in-person tastings and strategic retail placement—particularly sandwich shops—they've found their formula. Andrew emphasizes going deep rather than wide, learning from data, and knowing when to say "not yet" to opportunities that could stretch the business too thin.Listen in as they discuss:Rebecca: eliminating noise, being intentional with opportunities, saying no strategicallyThe hidden costs of "free" opportunities: celebrity gifting, events, product donationsWhy beverage brands struggle with online sales and shipping economicsDava: stepping into the spotlight and sharing her personal story on social mediaThe importance of authenticity and putting a face behind your brandSalt education: terroir, texture, and why single ingredients deserve storytellingAndrew: doubling down on retail execution and in-person demosLearning from early data and finding your best-performing channelsThe lily-pad growth strategy: leveraging each success to unlock the next opportunityGoing deep versus wide: strategic growth and knowing when to say "not yet"Episode Links:Blind Tiger Spirit Free Cocktails:Website: https://blindtigerspiritfree.com/Instagram: https://www.instagram.com/blindtigercocktailsA Dash Of:Website: https://adashof.co/Instagram: https://www.instagram.com/adashof/CHUH Matcha:Website: https://www.chuhmatcha.com/Instagram: https://www.instagram.com/chuhmatcha/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 (30K+ 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 Trevor Rechnitz, Principal at Vanterra Ventures, to explore the realities of fundraising—not just what looks good on paper, but what truly matters to investors. Trevor brings deep consumer investing experience built over nearly a decade, from sourcing and diligence to partner engagement and post-close value creation.At Vanterra Ventures, Trevor helps evaluate and back visionary teams and companies redefining consumer health, digital health, and enabling technologies across branded products and emerging categories. Vanterra Ventures is the venture and growth equity arm of Vanterra Capital, investing $1-10M checks into seed and Series A rounds across a $6 trillion consumer health category growing 10% year over year—from supplements and functional beverages to digital healthcare and health tech infrastructure.Throughout the conversation, Trevor breaks down common pitfalls founders encounter during fundraising and diligence processes, what makes an A+ intro call (strong problem-solution articulation and founder-market fit), and why knowing your numbers cold is non-negotiable. He shares practical insights on LTV to CAC dynamics (targeting 3x+ over 2-3 years), why gross margins north of 60-70% matter so much, and how to diagnose weak metrics by breaking them into components—AOV problems, margin problems, or repeat purchase problems (the hardest to fix).Trevor also discusses the importance of expectation setting with investors (success = results minus expectations), why consistent monthly investor updates are one of the most correlated variables to success, and what revenue ranges typically align with each fundraising round (0M pre-seed, 1-5M seed, 5-15M Series A, 15-30M+ Series B). Whether you're navigating your first fundraising process or looking to level up your investor relationships, this episode offers grounded, practical insights on what investors actually evaluate and how to build with intention from day one.Listen in as they discuss:Trevor's background: nearly a decade from PE consulting to Circle Up to Vanterra VenturesWhat Ventera is: $175M AUM, $1-10M checks, seed/Series A in consumer health products, services, and techCommon fundraising mistakes: getting defensive about risks, not knowing numbers cold, failing to interview VCsWhat makes an A+ intro call: strong problem-solution-founder fit, doing homework on the fundAdvice for founders: success = results minus expectations, send consistent monthly investor updatesWhy high gross margin (60%+) and repeat purchase rate are essential for consumer businessesLTV to CAC breakdown: targeting 3x+ over 2-3 years and how to diagnose weak metricsRevenue ranges by round: 0M pre-seed, 1-5M seed, 5-15M Series A, 15-30M+ Series BEpisode Links:Trevor Rechnitz - Principal, Vanterra Ventures LinkedIn: https://www.linkedin.com/in/trevor-rechnitz-43b72582/ Website: https://www.vanterraventures.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.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 (30K+ 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, Caitlin Bricker welcomes Taylor Espinoza, founder of Unicorn Bites, a fast-emerging better-for-you snack brand known for its 100% date-sweetened, allergen-free mini cookies.Taylor shares her remarkable journey from practicing law to building a brand that’s redefining indulgence with clean, functional ingredients designed to be school-safe and family-friendly.Throughout the conversation, Taylor discusses how Unicorn Bites evolved from a farmer’s market concept into a shelf-ready product beloved by parents and kids alike. She reveals the product development process—refining hundreds of recipes, responding to direct consumer feedback, and navigating challenges such as ensuring product consistency and durability during warm-weather shipping.You will also gain insight into Taylor’s retail and growth strategy, her focus on local market expansion in New Jersey and New York, and her long-term vision of landing partnerships with leading natural retailers like Whole Foods and Erewhon. The episode closes with an engaging discussion on the evolving value of certifications, ingredient transparency, and how modern consumers are reshaping the standards of trust and authenticity in the food industry.Listen now to learn how Taylor Espinoza turned a weekend baking passion into a purpose-driven snack brand.Listen in as they share about:Founder Story & Brand OriginsProduct Development & InnovationBranding & NamingRetail & Growth StrategyManaging Costs and Financial PlanningCertifications, Transparency & Consumer TrustCommunity & Customer ConnectionEpisode Links:Website: https://tryunicornbites.com/ Instagram: @tryunicornbites 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 (30K+ 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, founder and CEO Daniel Scharff shares the tools he actually uses every day to save time and run his business more efficiently in 2026. None of these are sponsors or partners—just genuine recommendations from tools that have made a real difference in productivity.Daniel breaks down his toolkit into four key buckets: Core Operating System (Superhuman for email management with snippets and reminders, Notion for project management, and Surfe for LinkedIn outreach automation), Back Office Solutions (Calendly for scheduling and Bill.com for invoicing), Content Creation Tools (Riverside.fm for high-quality recordings and ChatGPT for brainstorming and analytics), and Team & Talent Resources (Upwork for finding specialized contractors, LinkedIn Jobs for hiring, and offshore contractors for cost-effective team building).Whether you're looking to master inbox zero, automate repetitive tasks, create better content faster, or build a lean team on a tight budget, this episode offers practical, tested solutions that Daniel uses at Startup CPG every single day.Listen in as Daniel shares:Superhuman: email snippets, automatic reminders, and inbox zero strategyNotion: project management dashboards and team alignmentSurfe: automating LinkedIn outreach with personalized message templatesCalendly: group calendars and eliminating scheduling back-and-forthBill.com: invoicing with automatic credit card fee pass-throughRiverside.fm: high-quality content recording with AI-generated clipsChatGPT: brainstorming, interview guides, and tighter wordingUpwork: finding specialized contractors for one-off tasksLinkedIn Jobs: promoting job posts to find quality candidates fastOffshore contractors: building cost-effective teams in Brazil, Philippines, ArgentinaNone of these are sponsors or partners of Startup CPG, these are actual tools that we use to save time.To join our slack community, visit startupcpg.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 (30K+ 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 Bustamante-Nicholson, a partner at Greycroft in the consumer brands vertical, to explore what growth-stage investors actually look for in consumer businesses—and how founders can build with intention from day one.Brian has spent 15 years working alongside founders building consumer businesses, developing a sharp lens for what actually drives durable growth versus what just looks good in a pitch deck. His experience spans deep e-commerce knowledge and evaluating brands at the earliest stages through to scale, giving him a practical, operator-minded view of how products, teams, and metrics evolve over time. At Greycroft, Brian leads a separate consumer investment strategy alongside founding entrepreneurs Catherine Power (Avaline, Burst, Merit) and Eric Ryan (Method, Olly), investing in exceptional growth-stage consumer businesses at inflection points—typically $5-15M in revenue with strong product-market fit signals.Throughout the conversation, Brian shares the core pillars he looks at during diligence (velocities, cohort behavior, repeat purchase rate, unit economics, margin structure), why capital efficiency matters more than flashy growth, and how strategics evaluate businesses the same way investors do—making gamesmanship around metrics a losing strategy. He discusses lessons learned from standout portfolio companies like Array (anti-aging hair care), what strong founders consistently get right for long-term success, and how to think about building real defensibility as you grow—particularly the importance of retail distribution as a moat in oversaturated categories like health and wellness, skincare, and beverage.Brian also shares his perspective on how AI is beginning to meaningfully show up in the consumer space through agentic commerce (AI agents shopping on consumers' behalf), why building digital footprints and distribution today will benefit brands tomorrow, and why being a first adopter in platform shifts creates outsized advantages through better marketplace economics. Whether you're navigating business decisions or fundraising conversations, this episode offers grounded, thoughtful insights on how investors evaluate consumer businesses and what it takes to build enduring brands that compound over time.Listen in as they discuss:Brian's background: 15 years investing from Stripes Group to Sonoma Brands to Greycroft's consumer strategyWhat Greycroft looks for: $5-15M revenue, strong product-market fit, unit economics, margin structurePortfolio case study: Array anti-aging hair care and investing at inflection pointsWhy capital efficiency matters: strategics see through gamesmanship around margins and growthRetail distribution as a moat: differentiation in oversaturated digital-native categoriesHow AI is changing commerce: agentic shopping and building trust with AI agents through reviews and digital footprintsLessons learned: patience, concentrated strategies, and building enduring businesses with strong fundamentalsFundraising process: relationship-building timelines and how many meetings before closing dealsEpisode Links:Brian Bustamante-Nicholson - Partner, Greycroft LinkedIn: https://www.linkedin.com/in/brian-b-nicholson-a813372/Greycroft Website: https://www.greycroft.com LinkedIn: https://www.linkedin.com/company/greycroft-partners/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 (30K+ 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, Caitlin Bricker welcomes Alan Scholnick, founder and CEO of Datefix, for a thoughtful conversation on innovation, wellness, and entrepreneurship in the food industry. Alan shares how his journey from real estate and private aviation to launching a natural food brand was driven by a passion for fitness and clean nutrition.Alan discusses the inspiration behind Datefix—a simple yet powerful concept that turns one of nature’s oldest fruits, the date, into a convenient, portable energy source. He explains how Datefix bridges the gap between health, flavor, and functionality, serving as both a nutritious snack and a reliable fuel for athletes and busy professionals alike.They also delve into the nutritional science and versatility of dates, exploring their role as a low-glycemic, fiber-rich source of sustained energy. Alan also reflects on the brand’s authentic approach to marketing and consumer education, emphasizing humor, transparency, and a commitment to bringing natural foods back to the forefront of modern wellness.You will also hear about Datefix’s growing community—from marathon runners to individuals managing diabetes—who have made the product a trusted part of their daily lives.Tune in to learn how Datefix is redefining healthy snacking by combining simplicity, authenticity, and purpose.Listen in as they share about:Origins and Concept of DatefixHealth and Nutrition BenefitsSustainability and Zero-Waste InnovationCustomer Stories and Community ImpactRetail Growth and Brand PositioningCultural Shift Toward Real FoodCommunity and DistributionEpisode Links:Website: https://datefix.com/ LinkedIn: https://www.linkedin.com/in/alan-scholnick-70a7061b5/ 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 (20K+ 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 sits down with Adam O'Connor, founder of Smidge Beverage—a lightly boozy 2.5% ABV vodka soda—and Josh Fischer, VP of Product at Cin7, to explore how early-stage founders can build scalable operations systems that support growth without breaking as they scale.Adam shares his journey launching Smidge Beverage, a premium low-alcohol vodka soda brand in Arizona, starting with self-distribution before transitioning to third-party distributors. With a finance and supply chain background, Adam knew from day one that having proper systems in place—particularly inventory management—would be critical to scaling efficiently. He implemented Cin7 pre-revenue, recognizing that without an end-to-end system to track inventory, lot codes, expiration dates, and invoicing, operations would quickly become unsustainable as the business grew.Throughout the conversation, Adam discusses the realities of self-distribution in the alcohol industry (navigating three-tier systems, building retailer relationships, delivering and merchandising products himself), why he chose to invest in inventory management before his first production run, and how systems like Cin7 allowed him to focus on growing the business rather than manually tracking ingredients and managing spreadsheets. Josh provides the Cin7 perspective on what founders need to know about inventory management, why the transition from "brand builder" to "operations economist" typically happens around the 12-month mark, and how proper systems enable better inventory forecasting, sales channel expansion, and warehouse efficiency.Whether you're launching a CPG brand, scaling self-distribution, or wondering when to implement proper back-office systems, this conversation offers honest lessons on why getting infrastructure right early matters, how to avoid common pitfalls when implementing inventory management software, and why founders who prioritize operations alongside brand-building are better positioned for sustainable growth.Listen in as they discuss:Adam's journey: finance background in wine and spirits, launching Smidge Beverage (2.35% ABV vodka soda)Implementing Cin7 inventory management pre-revenue: why systems matter from day oneSelf-distribution realities: navigating three-tier alcohol systems and building retailer relationshipsWhen to transition from self-distribution to third-party distributorsThe three stages of CPG growth: inventory forecasting, sales expansion, operations efficiencyWhy founders shift from "brand builder" to "operations economist" around 12 monthsSetting up SKUs, lot codes, expiration tracking, and integrations (QuickBooks, Shopify, EDI)Tips for implementation: focused onboarding, outsource accounting, learn systematicallyKey CPG tech stack: inventory management, accounting, Shopify/EDIEpisode Links:Cin7:Get 50% off your first 3 months: https://bit.ly/458bcCYLinkedin: https://www.linkedin.com/company/cin7/ Instagram: https://www.instagram.com/cin7online/?hl=en Josh Fischer - VP of Product, Cin7 LinkedIn: https://www.linkedin.com/in/joshcfischer/ Smidge Beverage: Website: https://www.smidgebeverage.com/LinkedIn: https://www.linkedin.com/company/smidge-beverage/ Instagram: https://www.instagram.com/smidgebeverage/?hl=enAdam O'Connor - Founder, Smidge Beverage LinkedIn: https://www.linkedin.com/in/adamoconnor-8519201b7/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 (30K+ 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 Wand and Sean Kelly, General Partners at the Family Fund, to explore what founders actually need to understand when navigating fundraising. The Family Fund is a deeply community-driven investment firm built by former founders who believe the best companies are built through trust, transparency, and long-term partnership.Josh and Sean bring decades of firsthand entrepreneurial experience and an incredibly deep operator and founder network, which gives them a uniquely practical, grounded perspective on investing at the earliest stages. Throughout the conversation, they unpack why asking the right questions matters just as much as having the right answers, how to truly understand deal terms and power dynamics, and why knowing an investor's focus, incentives, and target stage is critical before bringing them onto your cap table.The conversation covers the traits that consistently show up in great founders, the difference between early-stage problems (product-market fit, customer love) versus later-stage challenges (team scaling, professionalism, organizational structure), and how to think about alignment as your company grows. Josh and Sean also emphasize the importance of researching investors the same way you would research retail buyers—understanding their allocation strategy, stage focus, and whether they actually invest in your specific vertical and company size before pitching.Throughout the episode, listeners gain tactical insights on essential questions to ask investors (like "walk me through a time one of your investments struggled and how you showed up"), why raising at too high a valuation can backfire and limit future funding options, critical deal terms to watch out for (liquidation preferences, redemption rights, founder vesting resets), and why founders should optimize for the next five years—not just winning the current round. Whether you're preparing for your first institutional fundraise or evaluating investor partners for a growth round, this conversation offers honest, hard-won insights from two investors who have been in the founder seat themselves.Listen in as they discuss:Josh and Sean's backgrounds: 20+ years as entrepreneurs before co-founding Family Fund in 2022What Family Fund is: Early stage investor ($1-5M checks) with 60%+ founder and CEO LPsHow fund cycles work and what Fund 1 vs. Fund 2 means for foundersWhy researching investors matters: treating it like researching retail buyers at TargetEssential questions founders should ask investors before accepting capitalUnderstanding critical deal terms: liquidation preferences, redemption rights, and founder vesting resetsWhy raising at too high a valuation backfires and limits future funding optionsTraits of great founders and early-stage vs. growth-stage problem differencesWhy the best founders optimize for the next 5 years—not just winning the current roundFounderland 2026: Family Fund's annual gathering of 7,800+ founders, retailers, and strategicsEpisode Links:Website: https://www.humblegrowth.com/Personal LinkedIn: https://www.linkedin.com/in/nick-giannuzzi-6a550b14b/Company LinkedIn: https://www.linkedin.com/company/humblegrowth.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 (30K+ 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, Caitlin Bricker welcomes Houston Buehrle, founder of Little Zing, a premium mustard brand rooted in a century-old Danish family recipe. Houston shares how he transformed his great-grandmother’s handcrafted condiment into a fast-emerging brand in the CPG space, known for its clean ingredients, distinctive flavor, and standout branding.Throughout the conversation, Houston discusses his commitment to ingredient integrity, his approach to product innovation, and the importance of authentic storytelling in building consumer trust. He also reflects on lessons learned from his previous venture, Bindle Bottle, and how resilience and creativity guided him toward launching Little Zing.Listeners will gain insights into grassroots brand building, the value of community-driven growth through farmers markets, and how platforms like TikTok Live are reshaping direct-to-consumer engagement. Houston also offers a preview of Little Zing’s upcoming garlic miso flavor, designed to expand the brand’s reach while staying true to its original ethos.Tune in to learn how Houston Buehrle turned a family legacy into a modern, purpose-driven brand.Listen in as they share about:The Origin of Little ZingProduct DevelopmentBranding, Packaging & DifferentiationRetail Strategy & Market GrowthThe CPG and Condiment LandscapeSampling & CollaborationsMarketing & TikTok Live StrategyCollaborations & Future VisionEpisode Links:Website: https://littlezing.com/LinkedIn: https://www.linkedin.com/in/houston-max-buehrle-40043a36/ 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 (20K+ 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 sits down with Michael Brandt, founder and CEO of Ketone IQ, to explore one of the most ambitious category creation stories in modern CPG. Ketone IQ has raised significant capital, secured military research partnerships with the Department of Defense, landed major retail distribution including Target and Sprouts, and achieved mid-eight figures in revenue with a $110 million valuation—all while educating consumers on an entirely new-to-them ingredient.Michael breaks down what ketones actually are in refreshingly simple terms: a form of energy your body naturally makes that your brain loves to use. When you're fasting, exercising hard, or following a ketogenic diet, your body produces more ketones—and that's when people report feeling sharp, focused, and energized. Ketone IQ bottles that feeling, making it accessible without the restrictive diets or intense workouts. Michael traces his journey from competitive marathon runner (5:57 mile pace) experimenting with biohacks and intermittent fasting to recognizing ketones as the common thread behind peak mental performance.Throughout the episode, Michael shares the unglamorous realities of creating an entirely new category: early product development when ketones cost $30 per shot, convincing co-manufacturers to produce something they'd never made before, securing Department of Defense contracts to fund R&D, and building initial traction with special operators and elite athletes for whom cognitive performance is life or death. He discusses the strategic decision to start D2C-first to provide rich educational context that brick-and-mortar couldn't offer, how the brand's "nuclear furnace" of DTC business now fuels retail expansion, and why he wishes he'd started building his founder brand on social media earlier.Whether you're creating a new category, scaling from D2C to retail, or building a brand that requires significant consumer education, this conversation offers honest lessons on stewarding new ingredients to market, maintaining IP moats while developing ecosystems, leveraging partnerships for education at scale, and why the "job's not finished" mentality keeps founders grinding even at eight-figure revenue.Listen in as they discuss:What ketones actually are: your body's natural energy source that your brain prefersHow ketones differ from caffeine: actual cellular energy vs. blocking sleep hormonesMichael's origin story: competitive marathon running and biohacking led to Ketone IQThe keto diet connection: why low-carb eating produces ketones naturallyCreating a new category vs. entering existing ones: the Gatorade playbook for electrolytesEarly product development: when shots cost $30 and no suppliers existedSecuring Department of Defense contracts to fund R&D with special operatorsBuilding traction with elite athletes, UFC fighters, and Ironman competitors firstThe strategic decision to start D2C-first for educational context and rich consumer informationWhy 90%+ of future volume will be retail, but D2C is the "nuclear furnace" driving awarenessLanding Target, Sprouts, and Vitamin Shoppe: the "as seen on Instagram" shelf strategyNSF Certified for Sport: building trust and compliance when stewarding new ingredients to marketThe QR code strategy: always-on demos with first shot free via Venmo/PayPal reimbursementPreparing for competition: maintaining IP moats while developing category ecosystemsWhy Michael wishes he'd started founder content creation earlierThe importance of personal brand before launching: building community pre-ideaHiring smartly: bringing in Monster Energy leadership for convenience channel expansionReaching $110M valuation at mid-eight figures revenueWhat it feels like to scale: running faster, but never easier—more zeros, same obsessionEpisode Links:Ketone IQ Website: https://www.ketone.com Instagram: @ketone Founder Instagram: @michaeldbrantMichael Brandt - Founder & CEO, Ketone IQ LinkedIn: https://www.linkedin.com/in/michaeldbrant/ Instagram: @michaeldbrantDon'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 (30K+ 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 Matt Craighead, R&D Manager at Trubar, to explore the real product development process—from initial concept and benchtop formulation to scaled production and everything in between. Matt brings a rare blend of technical depth, operator empathy, and practical insights to what is often the most misunderstood part of the CPG journey: how products actually get created.Matt shares how Trubar approaches R&D for their vegan, gluten-free, soy-free protein bars with no sugar alcohols, artificial sweeteners, or seed oils—navigating the complexities of formulation, ingredient sourcing, co-manufacturer partnerships, and scaling from home kitchen trials to commercial production. The conversation reveals the unglamorous realities of product development: why some projects take 2-4 months while others stretch to 8+ months, the critical importance of manufacturability over pure flavor perfection, and how small decisions like mixing order, line speed, or ingredient supplier changes can make or break a product.Throughout the episode, listeners gain tactical insights on managing the R&D process with project briefs and clear timelines, why formula changes should always be the last resort when troubleshooting production issues, how to balance perfection with the 80/20 principle when bringing products to market, and the often-overlooked factors like water activity, allergen control, and equipment compatibility that determine whether a product can actually be manufactured at scale. Matt also discusses when it makes sense to bring R&D in-house versus outsourcing to co-manufacturers, how to navigate SKU proliferation as brands grow, and why communication and planning ahead are non-negotiable for R&D success.Whether you're launching your first product, scaling formulations from benchtop to commercial production, or troubleshooting manufacturing challenges, this conversation offers honest lessons on what separates successful product development from costly failures—and why R&D is where everything starts.Listen in as they discuss:Matt's background: 8 years in R&D and co-manufacturing, now leading R&D at TrubarWhat Trubar is: vegan protein bars with no seed oils, sugar alcohols, or artificial sweetenersThe R&D process timeline: 2-4 months for formulation, up to 1-2 years for full commercializationMajor R&D milestones: concept, benchtop trials, ingredient sourcing, line trials, and scaled productionWhy manufacturability matters as much as flavor: the honey formulation cautionary taleThe 80/20 mindset: balancing perfection with getting products to marketWhat makes R&D go well: planning ahead, communication, and documentationCommon pitfalls: focusing too much on functionality without considering production realitiesWhy formula changes should be the last resort when troubleshooting production issuesSmall decisions with big impacts: mixing order, line speed, cooling tunnel capacity, and temperatureIngredient supplier changes and how protein powder sources affect finished productsManaging the cross-functional dance: R&D, packaging, marketing, and timeline constraintsWhen to bring R&D in-house vs. outsourcing to co-manufacturersChoosing the right co-manufacturer: communication, food safety, allergen control, and equipmentHow to manage custom formulation processes with co-manufacturersSKU rollout strategy: starting with 2-4 core flavors and expanding with seasonalsProject briefs as the foundation: flavor profile, timeline, cost targets, and macro goalsWhy water activity and allergen control are critical for ready-to-eat barsThe importance of process control documentation and detailed production notesEpisode Links:Trubar Website: https://www.trubarinc.com Instagram: @trubar.brands LinkedIn: https://www.linkedin.com/company/trubarMatt Craighead - R&D Manager, Trubar LinkedIn: [Matt's LinkedIn URL]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 (30K+ 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 Stephanie McGregor, founder of Ringa—a moringa and apple cider vinegar infused beverage with no added sugar, no sugar substitutes, and no natural flavors. After 20 years as an operator in food and beverage working on brands like Red Bull, Glacéau Vitaminwater, and others, Stephanie was ready to leave the industry until an Airbnb host in Baja, Mexico wouldn't stop talking about the moringa tree growing on her property.Stephanie shares her journey from winding down a previous company in 2022 to launching Ringa as a mission-driven brand committed to radical ingredient transparency. The conversation explores the decision-making behind formulating with only real, pronounceable ingredients—from organic moringa tea and raw apple cider vinegar to real cucumber juice and ginger—and why "unapologetically tart" is both a product philosophy and a long-game strategy in a market addicted to sugar.Throughout the episode, Stephanie discusses the challenges of educating consumers about what "natural flavors" really means (and what manufacturers aren't telling you), why microdosing moringa in a delicious format beats the "plug your nose and gulp it down" supplement approach, and how Ringa landed a feature in Whole Foods' 2026 trend report predicting vinegar as the next big functional ingredient. She also shares her experience as a self-proclaimed "Startup CPG groupie," attending nearly every Grocery Run and trade show opportunity to accelerate retailer discovery at a fraction of traditional costs.Whether you're launching a better-for-you beverage, navigating ingredient sourcing for functional foods, or building a self-funded brand with operator experience, this conversation offers honest lessons on playing the long game, learning to say no, staying patient while trends catch up, and building extreme loyalty over viral growth.Listen in as they discuss:Stephanie's 20-year operator background: Red Bull, Vitaminwater, and winding down a business in 2022The Baja, Mexico Airbnb moment that introduced Stephanie to moringa and inspired RingaWhat moringa is: a complete plant protein with all nine essential amino acids, drought-tolerant, and nutrient-denseThe decision to formulate with no added sugar, no sugar substitutes, and no natural flavorsWhy "natural flavors" aren't always natural—and how proprietary blends hide ingredient transparencyThe philosophy of being "unapologetically tart" and playing the long game on consumer taste educationHow real cucumber juice creates a completely different flavor experience than cucumber "natural flavor"Microdosing moringa: making functional ingredients delicious and palatable for daily consumptionLanding in Whole Foods' 2026 trend report: vinegar as the "OG functional food"Why fiber is the macro people actually need (90% of us don't get enough)Attending every Startup CPG Grocery Run event: accelerating retailer discovery at a fraction of trade show costsOperator advice: learning to say no, staying nimble, and building a good business over chasing hockey stick growthWhy going slow and building loyalty beats viral growth for long-term brand successEpisode Links:Website: https://www.drinkringa.com Instagram: https://www.instagram.com/drinkringa/ Stephanie McGregor - Founder, Ringa LinkedIn: https://www.linkedin.com/in/stephanieleemcgregor/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 (30K+ 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 Caitlin Bricker sits down with two founders who've leveraged Startup CPG's Grocery Run events to accelerate their retail growth: Amna Mettmann of Brause and Jocelyn Ramirez of Todo Verde. The conversation provides an inside look at how these curated retailer events create high-ROI opportunities for emerging brands to close deals, build relationships, and gain invaluable feedback from buyers—often in a single day.Amna shares how Brause used their very first Grocery Run in April as a launch pad for B2B, meeting dream retailers like Woodland Markets, Luke's Local, and Good Stuff Distributor within hours of officially launching on Shopify. She discusses attending four to five Grocery Run events since then, closing deals on the spot, and receiving critical product feedback that led to can redesigns and velocity improvements. Amna emphasizes the power of the community—from retailers offering actionable insights to "competitors" like All Phenoms taking her under their wing—and why Grocery Run's curated environment accelerates the typical 20-25 touchpoint sales cycle down to just 4-5.Jocelyn recounts winning the pitch slam competition at the Chicago Grocery Run with Fresh Thyme Market—a milestone that came after months of unsuccessful cold outreach. She reveals what it felt like to pitch live on stage in front of hundreds of people, the importance of bringing authentic energy and storytelling to buyer conversations, and why treating judges and buyers as fellow humans (not pedestals) helps eliminate nerves. Jocelyn also shares how winning opened doors beyond the initial placement, including meetings with category managers from other departments and connections with service providers she'd only engaged with via email.Whether you're considering attending your first Grocery Run or looking to maximize ROI at retail events, this conversation offers tactical advice on preparation, follow-up, booth setup philosophy, and why showing up—even without a table—can change the trajectory of your business.Listen in as they discuss:How Brause used Grocery Run as a B2B launch pad with just a week on ShopifyClosing deals with retailers and distributors on the spot vs. 20-25 touchpoint cold outreachWhy Grocery Run accelerates sales cycles: curation, buyer expectations, and prep workCritical product feedback from buyers that led to can redesigns and velocity improvementsThe minimalist booth philosophy: letting the product speak for itselfBuilding relationships with "competitors" and the unique community at Grocery Run eventsWinning the Fresh Thyme Market pitch slam: preparation, storytelling, and stage presenceWhy treating buyers as humans (not pedestals) eliminates pitch nervesLeveraging pitch competitions to meet category managers beyond your immediate buyerThe importance of pre-event outreach and post-event follow-upStrategic advice: always buy a ticket and show up with samples, even without a tableHow Grocery Run differs from traditional trade shows and why ROI is consistently higherEpisode Links:Brause:Website: https://drinkbrause.com/ Instagram: https://www.instagram.com/drinkbrause Todo Verde:Website: https://todoverde.org Instagram: https://www.instagram.com/todoverde/ 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 (30K+ 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 Hannah Dittman sits down with Alex Borschow, Managing Partner at Rocana Ventures, to explore what Series A investors actually look for in consumer brands. The conversation dives deep into defining product-market fit, understanding traction metrics across channels, and why thoughtful, mission-driven capital matters for building sustainable CPG brands.Alex shares how Rocana Ventures approaches Series A investments ($7-25M revenue) with a focus on authentic better-for-you brands, omnichannel traction, and strong unit economics. He discusses the importance of evaluating velocity metrics in retail, repeat purchase rates in DTC, and why Amazon rankings and reviews are critical indicators of consumer adoption. Drawing from portfolio successes like Olipop, Alex reveals what separates compelling investment opportunities from brands that aren't quite ready—and how founders can position themselves for success before they start raising capital.Throughout the episode, listeners gain insider perspective on investor-founder dynamics, the traits that define resilient leadership, and practical benchmarks for DTC retention (30-60% vs. outdated 10-12% standards), retail velocities (units per SKU per store per week), and club channel performance. Alex also emphasizes why not every metric has to be perfect to raise capital—but founders must demonstrate accountability, self-awareness, and a clear roadmap for addressing gaps. Whether you're building toward Series A or evaluating your first institutional round, this conversation offers clarity on what matters most when building a fundable, mission-driven CPG brand.Listen in as they discuss:How Rocana Ventures evaluates Series A brands ($7-25M revenue, omnichannel traction)What product-market fit looks like across DTC, Amazon, retail, and club channelsWhy repeat purchase rates and customer retention define long-term brand valueUnderstanding retail velocity metrics: units per SKU per store per weekThe importance of baseline velocity increases post-promo in retailDTC metrics evolution: from LTV/CAC to payback periods and 30-60% retention benchmarksAmazon rankings, reviews, and ROAS as critical indicators of consumer adoptionClub channel dynamics: Costco roadshows, rotation benchmarks, and chunky POsWhy household penetration and unaided brand awareness matter at scale ($50M+)Founder traits that matter most: humility, accountability, coachability, and transparencyThe postmortem mindset: learning from failure and embracing dissonanceWhy Rocana's 60%+ strategic LP base creates differentiated value beyond capitalHow to choose the right investment partner and build relationships before fundraisingRed flags vs. green flags: confirmation bias, honesty, and addressing weak metricsEmerging opportunities Rocana is excited about in better-for-you consumerEpisode Links:Rocana Ventures Website: https://www.rocanaventures.com LinkedIn: https://www.linkedin.com/company/rocanaventuresAlex Borschow - General Partner, Rocana Ventures LinkedIn: https://www.linkedin.com/in/alexborschow/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 (30K+ 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, Caitlin Bricker speaks with Amie Kesler, founder of Carolyn’s Krisps—a rapidly growing, better-for-you snack brand reinventing a cherished family recipe into a modern, dairy-free and gluten-free product line. What began as a nostalgic cheddar crisp made by Amie’s grandmother has evolved into a differentiated portfolio of sweet and savory snacks defined by unique texture, bold flavor profiles, and a strong emphasis on inclusivity and quality.Amie discusses the early days of the business—from hand-rolling dough and selling through a cubicle sign-up sheet to operating a self-manufactured brand in its fourth commercial facility. She shares how a disciplined, incremental approach to R&D and retail allowed Carolyn’s Krisps to scale without compromising its product integrity or financial fundamentals.The conversation explores what it means to build a brand with intention: leveraging independent retailers as strategic partners, investing in operational efficiency, navigating pack size and pricing decisions, and planning for regional expansion. Amie also reflects on the importance of maintaining a strong brand identity while introducing innovative formats, including seasonal chocolate bark and nostalgic flavor combinations.In addition, she provides valuable insights from opening Carolyn’s Krisps’ pop-up snack shop—a curated retail environment featuring other emerging brands. Making the shift from founder to buyer has reshaped her perspective on relationship-building, product presentation, pricing, and communication, offering lessons that are applicable for CPG operators at all stages.Listen in as they share about:The evolution of Carolyn’s Krisps from family recipe to commercial product lineDeveloping better-for-you snacks driven by nostalgia, taste, and textureScaling manufacturing responsibly while maintaining product qualityLeveraging independent retailers and community-driven growthPricing, pack architecture, and trade spend considerations for retail expansionInsights gained from operating a pop-up retail spaceBest practices for brand communication, follow-up, and relationship managementCreating memorable customer experiences through thoughtful detailsExploring new formats and limited-run innovationsEpisode Links:Website: https://www.carolynskrisps.com/Instagram: @carolynskrispsLinkedIn: https://www.linkedin.com/in/ahkesler/ 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 (30K+ 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, Daniel Scharff speaks with Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, a leader in food and beverage product development, scale-up, and manufacturing strategy. Jamie brings decades of experience guiding brands from concept to commercialization, and a mission-driven focus on helping innovators build sustainable food systems for a rapidly growing population.Throughout the conversation, Jamie breaks down the realities of bringing products to market—from choosing the right product developer to navigating the complexities of frozen logistics, ingredient sourcing, and co-manufacturing partnerships. He offers clear, pragmatic frameworks for evaluating partners, managing risk, and building cost-effective operations, while emphasizing the importance of communication, collaboration, and long-term relationship building.Daniel and Jamie also explore the structural challenges early-stage brands face when entering manufacturing environments not optimized for small batches, and why founders must understand the economics and constraints of their partners to negotiate effectively and scale responsibly.Listen in as they discuss:How to identify and evaluate independent product developersChallenges and cost drivers in frozen DTC logisticsWhere and how emerging brands can source core ingredientsSampling strategies and pilot runs for early-stage commercializationThe operational realities behind low minimum order quantitiesHow co-manufacturers structure their costs and capacity planningBest practices for visiting facilities and developing working relationshipsKey considerations when reviewing co-packer contractsThe role of transparency, expectations, and shared accountabilityEpisode LinksWebsite: https://www.catapultserv.com/ LinkedIn: https://www.linkedin.com/in/fvmh97c/ Product Developer Database Submissions: https://bit.ly/productdevelopersepg contact: [email protected], mention Startup CPGJoin the Startup CPG Slack: startupcpg.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 (30K+ 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, Hannah Dittman speaks with Nick Giannuzzi, founder and managing partner of Humble Growth—an investment firm intentionally designed to shift the traditional power dynamic between founders and investors. Nick traces his career from representing Vitaminwater in its early days to building a leading CPG-focused law firm, and eventually launching a $312M growth fund backed by industry operators who understand firsthand the realities of scaling consumer brands.Nick discusses why thoughtful, founder-aligned capital remains rare in the CPG space, and how Humble Growth approaches investing with transparency, discipline, and long-term partnership at the core. He emphasizes the importance of working backwards from an eventual exit, building operational and financial foundations early, and maintaining rigorous standards even amid the daily pressures of running a business.With decades of experience advising and investing in brands, Nick sheds light on the common pitfalls he sees founders face, the characteristics that define resilient leadership, and the structural considerations that often determine whether a business can scale, transact, and ultimately endure.Listen in as they discuss:The origins and philosophy behind Humble GrowthTransitioning from legal counsel to growth investorWhy building a business that can transact is essential—even if you don’t plan to sellStrategic considerations for growth-stage brands, from margins to channel strategyThe role of discipline in evaluating opportunities and operatorsFounder traits that drive long-term success—and where they can become obstaclesBalancing operational excellence with strategic foresightHow investors and founders can work together beyond quarterly board meetingsBest practices for preparing documentation, data, and structure ahead of fundraisingEpisode Links:Website: https://www.humblegrowth.com/Personal LinkedIn: https://www.linkedin.com/in/nick-giannuzzi-6a550b14b/ Company LinkedIn: https://www.linkedin.com/company/humblegrowth.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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics