The Startup CPG Podcast

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In this episode of the Startup CPG Podcast, Caitlin Bricker interviews Liv Truesdell, founder of FROST Buttercream, an emerging brand bringing bakery-quality, meringue-based buttercream to retail shelves with fewer ingredients, less sugar, and a noticeably elevated taste profile. Liv shares her journey from investment banking to building a family-run food business, working alongside her mother as co-founder, and developing a product designed to meet consumer demand for cleaner, less cloying desserts.The conversation highlights how FROST approaches formulation, packaging, and education in a category where most consumers are unaware that conventional “buttercream” often contains no real butter. Liv explains the complexities of producing meringue-based buttercream at scale, the trade-offs of small-batch manufacturing, and the brand’s thoughtful expansion into retail, demos, and eventually food service—all while maintaining quality and operational discipline.The episode also touches on early wins, from a Startup CPG Shelfie Award to distribution in notable New York City retailers, as well as strategic collaborations that have helped introduce the product to new audiences. Throughout, Liv reflects on the importance of community, consumer feedback, and patience when navigating the challenges of an early-stage CPG business.Listen in as they share about:The inspiration and development behind FROST ButtercreamWhy meringue-based buttercream stands apart from standard formulationsEducating consumers in a category with entrenched expectationsStrategic retail expansion and the role of demos in adoptionOperational realities of small-batch production and scalingEarly collaborations, brand recognition, and retail partnershipsLessons learned during the first year of building a CPG companyEpisode Links:Website: https://frostbuttercream.com/Instagram: @frostbuttercreamDon'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 the Hungryroot team for an exclusive inside look at how the fast-growing food tech platform curates products, personalizes grocery shopping through its innovative Smart Cart technology, and simplifies meal planning for millions of customers.The Hungryroot buyers reveal exactly how they evaluate new products, source clean ingredients across categories like meat, seafood, and snacks, and navigate operational challenges in packaging, shipping, and scaling partnerships. They break down what makes a product launch successful, how customer feedback shapes category strategy, and what emerging brands need to know before pitching to the platform.The episode closes with nearly 20 CPG brands pitching directly to Hungryroot buyers in real time, offering listeners a rare, behind-the-scenes view of what it takes to launch and grow on one of the most innovative personalized grocery platforms in the market.Listen in as they discuss:How Hungryroot's Smart Cart personalizes grocery shopping and meal planningWhat buyers look for when evaluating new products and brand partnershipsSourcing strategies and emerging trends in meat, seafood, and clean-label snacksOperational challenges with packaging, shipping, and ready-to-eat meal innovationThe importance of brand volume and scaling successfully on the platformWhy the launch is just the beginning: ongoing support and growth strategiesReal-time brand pitches from nearly 20 CPG founders to Hungryroot buyersOpportunities in food innovation, clean ingredients, and personalized nutritionHow customer feedback drives category expansion and product curationKeys to building successful long-term partnerships with HungryrootEpisode LinksHungryroot Website: https://www.hungryroot.com LinkedIn: https://www.linkedin.com/company/hungryrootChris Battaglia - Director of Strategic Sourcing Meat and Seafood, Hungryroot LinkedIn: https://www.linkedin.com/in/chris-battaglia-47569347/Nika Mosenthal - VP of Food Experience, Hungryroot LinkedIn: https://www.linkedin.com/in/nikamosenthal/Keri Cardenas - Category Lead, Hungryroot LinkedIn: https://www.linkedin.com/in/keri-cardenas/Julia Bello - Director of Category Management, Hungryroot LinkedIn: https://www.linkedin.com/in/juliabello/Daniel Scharff - Founder, Startup CPG LinkedIn: https://www.linkedin.com/in/danscharff/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 Karl Franz Williams, founder of Uncle Waithley's—a small-batch, real-ingredient Caribbean-inspired ginger beer redefining what a classic mixer can be. Karl shares his unique journey from electrical engineering at Yale to brand management at Procter & Gamble and Pepsi (working on Sunny Delight, Hawaiian Punch, and Mountain Dew), to opening award-winning bars and restaurants in New York, and finally coming full circle to launch a beverage brand rooted in his St. Vincent heritage.The conversation reveals the unglamorous reality of founder fundraising—from navigating friends and family rounds with a 10x wealth gap, to crowdfunding on StartEngine, to winning $100K from Pharrell Williams' Black Ambition prize. Karl candidly discusses why raising growth capital while simultaneously building credit is essential for beverage brands, the challenge of minimum production runs ($100K+ for 5,000 cases), and why being "over-accelerated" through grant programs is often the only path for underrepresented founders to reach institutional investors.Throughout the episode, listeners gain practical insights on forecasting and budgeting to avoid running out of runway, building retail velocity before scaling breadth, and why Whole Foods investing in Uncle Waithley's validates both the product and the cultural moment for Caribbean flavors. Whether you're navigating early-stage capital constraints, building a culturally rooted brand, or trying to break into the non-alcoholic beverage space, this conversation offers honest lessons on sustainable growth and strategic fundraising.Listen in as they discuss:Karl's journey: from P&G and Pepsi brand management to award-winning NYC bars to beverage founderUncle Waithley's origin story: family recipes, cultural authenticity, and Caribbean flavor innovationThe two-pathway fundraising reality: growth capital AND credit/inventory financingWhy friends and family fundraising has a 10x wealth gap for Black foundersCrowdfunding on StartEngine: creating brand ambassadors and controlling your valuationWinning $100K from Pharrell Williams' Black Ambition prize and the accelerator routeProduction minimums in beverage: why co-packers want $100K+ runs from day oneHow Whole Foods became an investor and the validation that brings to emerging brandsBuilding on-premise distribution: why bartenders and mixologists matter for velocityThe NA/alcohol replacement opportunity: 27% YOY growth and $800M+ marketForecasting, budgeting, and capital allocation: avoiding the "ran out of money" storyBuilding depth over breadth: creating a replicable velocity playbook before scalingUNFI Up Next and Whole Foods LEAP programs: prioritizing opportunities with sustainable valueEpisode Links:Website: https://www.unclewaithleys.com/ Personal LinkedIn: https://www.linkedin.com/in/karl-franz-williams-2182aa/ Company LinkedIn: https://www.linkedin.com/company/uncle-waithleys-beverage-company/ 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 sits down with Erica Groussman, founder of Trubar—a vegan protein bar brand in nearly 25,000 retail locations doing close to $100 million in gross revenue. Erica shares her journey from going door-to-door with laminated signs and brown boxes to building a brand focused on what women actually want: high protein and fiber without sugar alcohols or seed oils, all wrapped in decadent dessert flavors.The conversation reveals how Erica built Trubar by wearing every hat—from negotiating ingredient contracts with zero background to hand-repacking four-count boxes for hours to fulfill big orders. She discusses her retail strategy (or lack thereof in the early days), the importance of reformulating to remove seed oils and add fiber, and why not taking yourself too seriously while staying in the day-to-day operations has been key to her success. Erica also shares insights on launching Trubar Kids nationwide, partnering with Universal for a Wicked collaboration, and navigating the challenges of being a female founder in a male-dominated industry.Packed with candid stories about building credibility through transparency with vendors, leveraging LinkedIn to break into Whole Foods, and maintaining levity while scaling to Target and Costco, this conversation is essential for founders learning to balance authenticity with ambition, female entrepreneurs navigating industry dynamics, and anyone building a better-for-you CPG brand.Listen in as they share about:Trubar's origin story: door-to-door sales with brown boxes and laminated signsBuilding a protein bar specifically designed for what women wantReformulating to remove seed oils and increase fiber contentHand-repacking orders and wearing every operational hat as a founderBreaking into Whole Foods through persistent LinkedIn outreachLaunching Trubar Kids nationwide in Sprouts and Hy-VeeThe Universal/Wicked collaboration and getting into Target with shippersBeing strong but feminine: advice for female founders in male-dominated spacesTransparency with vendors and why honesty builds long-term credibilityNot taking yourself too seriously while building something massiveEpisode Links:Website: https://www.trubarinc.com/ LinkedIn: https://www.linkedin.com/in/eaweiss121/ Company LinkedIn: https://www.linkedin.com/company/trubar/ Instagram: https://www.instagram.com/trubar.brands/ 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 moderates a friendly debate between two ecommerce experts: Rugved Nakadi from Daybreak Agency (Amazon specialists) and Kevin Gawronski from Gawronski Media (DTC paid media). The conversation explores the critical question every emerging brand faces: should you prioritize building your own Shopify website or launching on Amazon first—and what are the real trade-offs of each channel?The discussion reveals how both platforms offer distinct advantages depending on your brand stage, category demand, and resources. Rugved explains why Amazon's high-intent search traffic and fast path to market validation make it ideal for emerging brands testing product-market fit, while Kevin champions the long-term value of owning customer data, building lifetime relationships, and maintaining full control over your brand experience on DTC. Through real examples and honest admissions about each platform's limitations, both experts break down the economics, customer acquisition strategies, and operational realities of scaling on Amazon versus Shopify.Throughout the episode, listeners gain practical frameworks for evaluating which channel to prioritize first, understanding CAC/LTV economics, navigating platform fees and fulfillment costs, and building sustainable growth strategies. Whether you're pre-launch or scaling across multiple channels, this conversation offers clarity on leveraging both platforms strategically while avoiding costly mistakes like chasing every trend or stretching resources too thin.We are proud partners of both Daybreak Agency and Gawrsonki Media. You can contact them and get access to our negotiated ratesDaybreak Agency: https://www.daybreak.agency/startupcpg-grow-with-daybreak and https://www.linkedin.com/company/daybreak-growth-partners/Gawronski Media: https://gawronskimedia.com/contact-us/Listen in as they discuss:DTC vs. Amazon: control and customer ownership vs. speed to market and validationWhy emerging brands often find faster wins on Amazon (and when DTC makes more sense)The economics breakdown: referral fees, FBA costs, CAC, LTV, and conversion ratesHow Amazon's purchase-intent search reduces risk for new product launchesBuilding customer relationships: email lists and first-party data vs. Subscribe & SaveThe review challenge: getting to 30-50 reviews on Amazon vs. social proof on DTCPlatform risks: copycats, algorithm changes, and operational nightmares on both sidesWhy AI is transforming DTC creative production and operational efficiencyStrategic use of both channels: when customers check Amazon after seeing DTC adsFundamental success factors: great branding, solving real problems, and staying focusedEpisode LinksDaybreak Agency (Amazon) Website: https://www.daybreakagency.com LinkedIn: https://www.linkedin.com/company/daybreak-agencyGawronski Media (DTC Paid Media) Website: https://www.gawronskimedia.com LinkedIn: https://www.linkedin.com/company/gawronski-mediaDon'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 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 Jaxon Stuart, Investor at Spacestation Investments, to explore a unique intersection of venture capital, influencer marketing, and creator-led brands. The conversation reveals how Spacestation evolved from a corporate angel arm founded by a top YouTuber into a full-fledged investment fund—and why their model of strategic SPVs combined with committed capital makes them stand out in the consumer investing landscape.Jaxon shares how Spacestation approaches investing through their "three Ps" framework: people, product, and progress. He discusses the transition from deal-by-deal SPVs to their newly launched venture fund, what momentum really means when evaluating early-stage brands, and why building authentic relationships with founders matters more than checking boxes. Drawing from portfolio successes like Magic Spoon, Graza, Olipop, and Oura Ring, Jaxson reveals what separates compelling investment opportunities and how Spacestation's creator network adds differentiated value beyond capital.Throughout the episode, listeners gain practical insights on investor-founder dynamics, when to start fundraising, and why every founder should write a comprehensive deal memo on their business. Whether you're pre-seed or scaling to Series A, this conversation offers actionable strategies for building fundable brands while leveraging modern marketing channels and maintaining operational excellence through AI and lean operations.Listen in as they discuss:Spacestation's origin story: from YouTuber-founded angel arm to venture fundThe Magic Spoon bowl and spoon origin story and early value-add investingSPVs vs. committed capital funds: structure, flexibility, and founder implicationsThe "three Ps" framework: people, product, and progress in diligenceWhy momentum across multiple metrics matters more than single data pointsBuilding 10+ year relationships with founders and the "low bar" of being a good investorHow Spacestation curates strategic SPV investors from the creator economyWhy every founder should write a living deal memo on their businessWhen to start fundraising: profitable growth vs. accelerating exit timelinesAI's role in operational efficiency and reducing headcount needsThe importance of being value-additive before asking for VC jobsEpisode Links:Website: https://www.spacestationinvestments.com Personal LinkedIn: https://www.linkedin.com/in/jaxonstuart/ Company LinkedIn: https://www.linkedin.com/company/space-station-investments/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 is joined by Linda Xu, founder of Huā Wellness—a wellness brand dedicated to stress relief through natural, clinically backed ingredients. Linda shares her journey from a demanding career in health tech to launching Huā Wellness, driven by a deeply personal experience with burnout and a passion for holistic health.They dive into the science behind key ingredients like ashwagandha, L-theanine, holy basil, and cacao seed, as well as the mental and physical impact of chronic stress. Linda also opens up about her own experience with burnout, navigating life as a solopreneur, and her mission to reconnect people with nature—even in an urban setting. They also discuss the gender stress gap, building brand community, and Huā Wellness’ commitment to promoting green spaces.Whether you're an aspiring founder, wellness enthusiast, or just someone who needs a little help managing stress, this episode offers insight, inspiration, and practical tips.Tune in to learn more about the science behind Hua Wellness and the entrepreneurial vision driving its growth.Listen in as they share about:Founding & Mission of Huā WellnessProducts & IngredientsUrban Wellness & Connection to NatureBranding and Cultural RootsGender Stress GapEntrepreneurial ExperienceCommunity and Customer EngagementAdvice to Aspiring FoundersEpisode Links:Website: https://huawellness.com/LinkedIn: https://www.linkedin.com/in/lindamxu/ 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 Kent Yoshimura, co-founder and CEO of Neuro Gum, to explore how a rejected Shark Tank pitch turned into a nine-figure functional supplement brand pioneering the chewable energy category. Kent shares the journey of scaling Neuro from $3 million to over $100 million in revenue while competing against legacy giants like Mars Wrigley in one of CPG's most competitive spaces: the checkout lane.The conversation reveals how Neuro built direct-to-consumer dominance through TikTok virality, organic influencer partnerships (including Joe Rogan's 40+ mentions), and strategic collaborations with F1 drivers, DJs, and professional athletes. Kent explains the science behind cold-compressed gum, why microdosing caffeine works better than traditional energy products, and how thoughtful brand building and operational excellence drove exponential growth.Throughout the episode, listeners gain actionable insights on e-commerce fundamentals, new customer acquisition strategies, and how to build brand equity beyond paid advertising. Kent shares candid lessons on breaking into retail, navigating checkout space negotiations, and why staying humble while hiring experienced operators accelerates sustainable growth.Listen in as they discuss:How Neuro Gum scaled from $3M to 9 figures after Shark Tank rejectionThe science of chewable energy and why format innovation mattersNeuro's surprising consumer demographics and why older buyers convertE-commerce fundamentals: LTV/CAC optimization and customer acquisition strategyBuilding brand equity through organic partnerships over paid adsJoe Rogan's repeated endorsements and the power of strategic product seedingPartnership strategy: leveraging athletes and creators for credibilityBreaking into retail: competing for checkout space against Mars WrigleySupplement trends: established ingredients over novel compoundsScaling to $100M: staying humble and hiring people smarter than yourselfEpisode LinksWebsite: https://neurogum.com/ Instagram: https://www.instagram.com/kentaro/ LinkedIn: https://www.linkedin.com/in/kentyoshimura/ 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 Alex Malamatinas, founder and managing partner of Melitas Ventures, to explore the realities of early-stage consumer brand investing. The conversation dives deep into what investors actually look for in CPG founders, how to navigate the fundraising process, and why understanding your financials—especially the difference between gross margin and contribution margin—can make or break your capital efficiency.Alex shares how Melitas Ventures approaches seed and Series A investments with a focus on authentic better-for-you brands, product-market fit, and strong unit economics. He discusses the importance of choosing the right investor partners, what due diligence really looks like, and how founders can position themselves for success before they even start raising capital. Drawing from portfolio successes like Olipop and Magic Spoon, Alex reveals what separates compelling investment opportunities from the rest.Throughout the episode, listeners gain insider perspective on investor-founder dynamics, the signs of a strong partnership, and practical benchmarks for margin profiles across food, beverage, beauty, and supplements. Whether you're pre-revenue or scaling to Series A, this conversation offers clarity on what matters most when building a fundable, sustainable CPG brand.Listen in as they discuss:How Melitas Ventures evaluates early-stage CPG brands (seed to Series A)The difference between gross margin and contribution margin—and why it mattersWhat investors look for in founding teams and co-founder dynamicsRed flags and green flags during the due diligence processHow to choose the right investment partner for your business stageRevenue traction benchmarks: what $1-10M in sales should look likeThe importance of sales velocity and retention metrics in early tractionWhen bold vision meets financial discipline: balancing growth and profitabilityHow to communicate your numbers effectively in investor pitchesWhy focus and staying in your lane beats trying to do too much too soonEmerging categories Alex is excited about: hair care, fragrance, and multicultural food brandsEpisode Links:Website: https://www.melitasventures.com/ Personal LinkedIn: https://www.linkedin.com/in/alex-malamatinas-17a25124/Company LinkedIn: https://www.linkedin.com/company/melitasventures/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 Lucy Dana, founder of One Trick Pony, the peanut butter brand revolutionizing a pantry staple with innovative packaging. Lucy shares her journey from tech and coffee operations to launching a two-ingredient peanut butter made with Argentinian peanuts, offering practical insights on product development, retail growth, and the power of solving real customer problems.Together, they discuss Lucy's pivot from standard jars to groundbreaking upside-down packaging that eliminates oil separation, the importance of listening to customer feedback, and how viral social media success (6 million combined views!) led to inbound retailer interest. Lucy also reflects on her experience at Uber and Blue Bottle Coffee, the challenges of being a solo founder managing everything from co-manufacturer searches to suitcase mishaps, and why focusing on mass appeal over artisanal positioning opened doors to club retailers and conventional channels.Packed with candid stories about operational headaches, packaging innovation, and the reality of scaling from natural to mass retail, this conversation is essential listening for founders navigating product-market fit, anyone passionate about differentiation in crowded categories, and those learning to balance lean operations with growth ambitions.Tune in now to learn how solving a simple but annoying problem can transform your business trajectory and create authentic retailer demand.Listen in as they share about:One Trick Pony's Origin Story & Argentinian PeanutsThe Upside-Down Jar Innovation & Development ProcessSolving Customer Pain Points vs. Being Just a "Cute Brand"Viral Social Media Success & Inbound Retailer InterestTransitioning from Natural to Mass & Club RetailOperations Background at Uber & Blue Bottle CoffeeSolo Founder Realities & Fractional Team StrategyE-Commerce vs. Retail Balance & Growth PlansMessaging Evolution & Product DifferentiationDream Collaborations & What's NextEpisode LinksWebsite:https://onetrickponynuts.com/?srsltid=AfmBOor3bLIUGMRSEz-K6RuqGpZpLu3Re4-zI4piEslHpZokf5jOjhVwInstagram: https://www.instagram.com/onetrickponynuts/ LinkedIn: https://www.linkedin.com/in/lucy-dana-72531658Don'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 takes listeners inside the UNFI Selling Shows, highlighting how Startup CPG’s first-ever Innovation Sections are expanding access, visibility, and retail opportunities for emerging CPG brands. Daniel is joined by Ashley Waldman of Jubilee’s and Damiano Messineo of Loopini Pizza, two founders who used the shows to unlock meaningful distribution growth and build high-value relationships with UNFI buyers and key retailers.The conversation explores why UNFI Selling Shows remain one of the most influential events in natural grocery and how strategic preparation, targeted DC planning, and authentic founder representation helped Ashley and Damiano achieve breakthrough results. Listeners will learn how to approach selling shows with intention—leveraging focused pitching, sharp positioning, and strong operational readiness to convert short buyer interactions into long-term momentum.Listen in as they discuss:How Startup CPG’s Innovation Sections elevate early-stage brands at UNFI Selling ShowsWhy UNFI events deliver exceptional ROI for emerging consumer brandsHow Jubilee’s turned show-floor conversations into major new distribution opportunitiesHow Loopini Pizza secured a key retailer relationship and Up Next program recognitionThe importance of entering shows with a clear DC and retailer strategyHow founder presence and authenticity increase buyer engagementWhy disciplined product storytelling drives success in high-stakes environmentsHow operational readiness supports sustainable post-show growthEpisode LinksJubilee’s:Website: https://drinkjubilees.comLinkedIn: https://www.linkedin.com/company/drink-jubilees/Loopini Pizza:Website: https://eatloopini.com/ LinkedIn: https://www.linkedin.com/company/loopini/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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super FantasticsWatch out last podcast on tradeshows: https://share.transistor.fm/s/61e4d91c

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Aaron Garcia at Main Post Partners to explore the world of private equity and how it shapes the future of consumer brands. The conversation dives deep into the dynamics of founder-led businesses, highlighting how thoughtful partnership dynamics and sound financial planning can drive sustainable business growth.Aaron shares how Main Post Partners approaches investment strategies with a long-term mindset—focusing on operational excellence, strong leadership, and alignment with each founder’s vision. He discusses how profitability serves as a foundation for flexibility in exit strategies and liquidity events, and why timing and transparency are key to successful capital raises.Throughout the episode, listeners hear how later-stage lessons can inform early-stage planning - offering founders clearer foresight, stronger strategic foundations, and a more intentional path to scale.Listen in as they discuss:How Main Post Partners supports founder-owned businessesWhy investment is a partnership, not just a transactionThe importance of profitability before raising capitalWhen and how to raise money strategicallyPlanning for leadership transitions and exit strategiesThe link between operational excellence and higher marginsHow diligence and strong leadership drive sustainable successEpisode Links:Website: http://mainpostpartners.comPersonal LinkedIn: https://www.linkedin.com/in/aaron-garcia-2a08491a/Company LinkedIn: https://www.linkedin.com/company/mainpostpartners/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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Tabi and Meena Hoshmand, co-founders of Tursh, a bold, Afghan-inspired green chutney born from a treasured family recipe. The sisters share their journey from idea to shelf, discussing the cultural significance behind the word Tursh, the influence of their mother’s cooking, and their vision to bring Afghan flavors to a broader audience.With backgrounds in marketing and medicine, and operating from opposite coasts, Tabi and Meena offer insight into the realities of building a bootstrapped food brand from scratch. They reflect on product development, branding, and community engagement, as well as the emotional process of reconnecting with their heritage through entrepreneurship.Tune in now!Listen in as they share about:Introduction to TurshFlavor Profile & VersatilityFounders’ BackgroundsBusiness DynamicsCultural Reconnection & StorytellingFunding and BootstrappingGrowth Strategy & Retail PresenceCommunity & Social Media EngagementEpisode Links:Website: Instagram: https://www.instagram.com/gettursh/ LinkedIn: https://www.linkedin.com/in/tabihoshmand/ 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

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff sits down with Brooke Gil, Category Merchant for Pastas, Pasta Sauces, Oils, and Vinegars at Whole Foods Market. Brooke shares her career journey from fashion retail to leading some of the most dynamic grocery categories in the natural products space.Together, they discuss the latest industry trends — including the growing popularity of extra virgin olive oil, the rise of functional vinegars, the “tallow takeover,” and the emerging concept of “kitchen couture.” Brooke also provides valuable insight into what makes a successful brand partnership with Whole Foods, how she evaluates product performance, and why packaging clarity and brand storytelling are essential for shelf success.You will gain a deeper understanding of how Whole Foods approaches category management, brand collaboration, and evolving consumer preferences — offering practical takeaways for both emerging and established CPG brands.Listen now to learn from one of Whole Foods Market’s category leaders and discover how to position your brand for long-term growth.Listen in as they share about:Brooke Gil’s Background and RoleTravel and Global Culinary InfluencesCategory-by-Category Trends- Oils- Pastas- Vinegars- Pasta Sauces“Kitchen Couture” & “Tallow Takeover” TrendPackaging and Branding InsightsBrand Partnership and Performance ExpectationsInventory and Supply Chain ManagementWhole Foods Quality and Ingredient StandardsMerchandising, Analytics, and Promo StrategySupport for Local and Regional BrandsEpisode Links:Website: https://media.wholefoodsmarket.com/ LinkedIn: https://www.linkedin.com/in/brooke-gil-88125895/ 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Hannah Dittman interviews Deborah Benton, Founder and Managing Partner of Willow Growth Partners, to discuss the realities of building and investing in high-growth consumer brands.Deborah shares insights from her extensive career leading and scaling brands such as Nasty Gal and ShoeDazzle, and explains how those experiences shaped her investment philosophy at Willow. She outlines the differences between early-stage venture, growth, and private equity investing, highlighting how valuation, operational excellence, and true alignment between investors and founders influence long-term success.The conversation highlights Willow’s investment in Coterie, illustrating the principles of strategic execution and long-term vision. Deborah also reflects on the psychological and emotional challenges founders face, the value of transparency in investor relationships, and the need for sustainable, human-centered growth in the consumer sector.This episode offers a comprehensive perspective for entrepreneurs, operators, and investors seeking to understand what defines successful partnerships, responsible capital raising, and lasting brand impact.Tune in now to gain practical insights from one of the leading voices in consumer growth investing!Listen in as they share about:Willow Growth Partners OverviewInvestment Philosophy and ValuationUnderstanding Investment StagesEvaluating FoundersPsychological & Emotional Realities of FoundingCommon Fundraising MistakesMarket Trends and Future OutlookAdvice for Founders and InvestorsEpisode Links:Website: https://willowgrowth.com/ LinkedIn: https://www.linkedin.com/in/debenton/ 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 Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of The Startup CPG Podcast, Caitlin Bricker welcomes Elan Halpern and Kiki Couchman, co-founders of Sourmilk, a Greek yogurt brand designed to revolutionize consumer gut health. Elan and Kiki share their journey from Stanford classmates to entrepreneurs transforming the yogurt industry by combining the science of targeted probiotics with a delicious, everyday food. They discuss how Sourmilk stands out from traditional yogurts by incorporating clinically backed probiotic strains that support digestion, hormone balance, and overall wellness—without compromising on taste or quality.The conversation explores their unconventional “drug deal” pickup model in New York City, where they personally deliver refrigerated yogurt in brown paper bags to early customers, fostering a sense of community and direct connection to their brand. Elan and Kiki also recount their bold rebranding story—from receiving a cease-and-desist letter to landing on the provocative yet memorable name “Sourmilk,” a decision that has helped them stand out in a crowded CPG landscape. Their commitment to transparency, creativity, and consumer engagement shines through as they discuss building in public, learning from customer feedback, and preparing for their first retail launch.As they look ahead, Elan and Kiki outline a strategic and measured approach to scaling Sourmilk—beginning with select grocery stores in New York City and expanding across the Northeast with an emphasis on quality, freshness, and brand authenticity.Tune in to hear how Sourmilk is redefining what it means to be a modern CPG brand—rooted in science, community, and creativity.Listen in as they share about:The Concept Behind SourmilkFounders’ Backgrounds and InspirationBuilding a Food Brand vs. a SupplementProduct Development and IterationThe “Drug Deal” Pickup ModelThe Rebrand StoryBuilding in Public and Community EngagementGrowth Strategy and Future PlansEpisode Links:Website: https://www.sourmilk.com/ Instagram: @getsourmilkLinkedIn: https://www.linkedin.com/in/kirsten-kiki-c-242929112/ LinkedIn: https://www.linkedin.com/in/elan-halpern-99a018193/ 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

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff explores the ins and outs of selling on QVC with two founders who have recently gone through the experience — Maxi Heidenblut, Founder & CEO of Häppy Candy, and Nikki Seaman, Founder & CEO of Freestyle Snacks.Maxi and Nikki share an in-depth look at what it takes to bring a consumer brand to QVC, from securing the opportunity and working with brokers to preparing for live television, managing fulfillment, and analyzing the financial impact. They discuss the costs, logistics, and strategy behind their appearances, as well as the lessons learned from reaching a completely new audience through one of the most iconic sales platforms.You will gain valuable insights into evaluating QVC as a potential sales channel, understanding the operational requirements, and leveraging the exposure for brand growth.Listen now to learn what it’s really like to bring your product to QVC—and how to make it a success for your brand.Listen in as they share about:Getting Started with QVCWhy They Chose QVCLogistics and FulfillmentThe Live Broadcast ExperienceMarketing & AftermathAdvice for Other BrandsEpisode Links:Website: https://eathappycandy.com/ LinkedIn: https://www.linkedin.com/company/haeppy-candy/ Website: https://www.freestylesnacking.com/ LinkedIn: https://www.linkedin.com/in/nikki-seaman/ 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 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, Editor Caitlin Bricker sits down with Suzannah Raff, the founder of Cleo+Coco, a clean personal care brand that's thinking about what it means to be truly "natural." Suzannah shares her journey from frustrated deodorant shopper to launching a brand that prioritizes ingredient efficacy, transparency, and eliminating synthetic fragrances—often overlooked but potentially harmful components in personal care products.Suzannah opens up about the early days of building Cleo+Coco, her unique background in business strategy, and how she created a super-effective formula that leverages ingredients like charcoal, magnesium, and pre/probiotics to balance the skin microbiome. She also details how joining the Startup CPG community and showcasing at Expo West helped lead to a major national rollout in Whole Foods Market with nine SKUs.Plus, hear how Cleo+Coco’s innovative magnesium spray is filling a white space in wellness, and why Suzannah believes we're on the cusp of a consumer awakening around synthetic fragrances.Want to learn how to build a purpose-driven CPG brand and land national retail distribution the clean way? Tune in now!Listen in as they share about:Cleo+Coco OverviewBrand Philosophy & VisionProduct Innovation & FormulationRetail & Growth JourneyMarketing & BrandingIndustry ChallengesStartup Lessons & Founder AdviceEpisode Links:Website: https://cleoandcoco.com/ Instagram: @cleoandcoconaturalDon'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, Daniel Scharff welcomes three distinguished guests shaping the future of cognitive health and wellness: Kelley Bridenbaugh, Marketing Manager at Karma Water; Katie Emerson, MS, RD, CISSN, Senior Manager of Scientific Affairs at Kyowa Hakko USA; and Kaitlyn White, Director of Scientific Affairs at Radicle Science. Together, they explore the rapidly evolving world of brain health and functional nutrition, examining the scientific, clinical, and consumer trends driving growth in this category. Kaitlyn White offers a compelling perspective on how brain health influences nearly every aspect of daily life—from cognition and emotional regulation to sleep, learning, and social connection—while explaining why consumers today are increasingly prioritizing mental wellness across all life stages. Katie Emerson provides an in-depth look at Cognizin® Citicoline, Kyowa Hakko’s clinically validated ingredient that supports neurotransmitter function and cognitive performance, discussing how science-backed innovation builds trust and efficacy in wellness products. Kelley Bridenbaugh highlights how Karma Water leverages research-driven ingredients and transparent marketing to meet consumer demand for products that enhance both physical and mental vitality. The conversation also explores emerging research methods, including Radicle Science’s use of wearables, biomarkers, and customizable clinical protocols, which are redefining how scientific data is used to measure real-world health outcomes. Through a blend of marketing insight, scientific expertise, and clinical innovation, this episode provides a comprehensive look at how collaboration between brands, ingredient developers, and research organizations is driving the next generation of mental performance and wellness solutions.Listen now!Special thanks to Cognizin® by Kyowa Hakko for sponsoring this episode. Visit them here to learn more.Listen in as they share about:The Rising Importance of Brain HealthScience Behind Cognitive IngredientsInnovation in Research and MeasurementBrand Application and Consumer WellnessCollaboration Between Brands and ScienceConsumer Trends and Market ShiftsPractical Takeaways for Brands and ConsumersEpisode Links:Website: https://radiclescience.com/ LinkedIn: https://www.linkedin.com/in/kaitlyn-kp-white/ Website: https://drinkkarma.comLinkedIn: https://www.linkedin.com/in/kelleysullivan1 Website: https://kyowa-usa.com/ingredients/branded-ingredients/cognizin-citicoline LinkedIn: https://www.linkedin.com/in/katie-m-emerson/ 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 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 sits down with Liz Myslik, Managing Partner at Loft Growth Partners, to dive deep into what it really takes to build, fund, and scale purpose-driven consumer brands. With over 25 years of experience across marketing, manufacturing, operations, and investing, Liz shares her comprehensive perspective on what truly drives sustainable growth in the CPG industry.They explored how founders can identify product–market fit, develop scalable business models, and maintain strong unit economics from the outset. Liz also offers candid insights on navigating investor relationships, understanding fund dynamics, and leveraging angel networks to bridge early-stage funding gaps. Drawing from her extensive operating experience, she highlights the importance of execution, team development, and maintaining focus amid growth opportunities.Whether you are a founder preparing to raise capital or an operator focused on building long-term brand equity, this episode delivers valuable strategies and perspective for entrepreneurs committed to growth with purpose.Listen now to gain practical insights from one of the industry’s most experienced investors and brand builders.Listen in as they share about:Liz Myslik’s Career JourneyLoft Growth Partners OverviewWhat “Ready to Scale” MeansFundraising & Investor RelationsGrowth Strategy & ExecutionBusiness Fundamentals and MetricsLessons Learned from FailureFounder–Investor AlignmentAlternative Funding PathsThe Future of CPG and Investment TrendsEpisode Links:Website: https://www.loftgrowthpartners.com/ LinkedIn: https://www.linkedin.com/in/lizmyslik/ 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 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 is joined by Arif Khan and Sabeen Hasan, co-founders of Chikka Chikka, a modern reinterpretation of a traditional Indian digestive - made from maple-roasted fennel seeds. Arif and Sabeen discuss how their product blends cultural heritage with local ingredients, their decision to use maple syrup as a natural sweetener, and the role of superfoods such as spirulina and beet powder in enhancing flavor and appeal.The conversation highlights their thoughtful approach to packaging design—drawing inspiration from Indian block prints and Bollywood-era art—as well as their strategy of partnering with independent retailers to educate consumers on both the ritual and health benefits of fennel seeds. They also reflect on their diverse professional backgrounds in architecture, urban planning, and disaster relief, and how these experiences inform their entrepreneurial vision.This episode offers valuable insight into building a consumer brand rooted in tradition, design, and community, while navigating the challenges of the CPG industry.Listen in as they share about:Introduction to Chikka ChikkaIngredients & Product DevelopmentBrand Philosophy & Cultural BlendConsumer Education & Retail StrategyPackaging & DesignChallenges & Industry InsightsPositioning & Market FitCommunity & Brand ValuesEpisode Links:Website: https://chikkachikka.com/ Instagram: https://www.instagram.com/eat_chikka_chikka/ LinkedIn: https://www.linkedin.com/in/arifilahi/ LinkedIn: https://www.linkedin.com/in/sabeenfhasan/ 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, Daniel Scharff welcomes Seth Goldman, co-founder of JUST Ice Tea, co-founder of Eat the Change, and the visionary entrepreneur behind Honest Tea and PLNT Burger. Seth discusses how the new venture has rapidly become one of the fastest-growing iced tea brands in the United States, powered by a mission-driven approach that balances purpose, sustainability, and growth. Throughout the conversation, Seth reflects on the evolution of his leadership philosophy—emphasizing transparency, empowerment, and accountability—as well as the importance of treating employees as whole people and maintaining authenticity in business. He also offers insights on building efficient teams, setting achievable goals, and scaling responsibly while preserving company culture. This episode provides invaluable lessons for entrepreneurs and leaders striving to create businesses that do good while doing well. Tune in now!Listen in as they share about: Seth’s Entrepreneurial JourneyLaunch and Growth of JUST Ice TeaLeadership Philosophy: “Being Nice and Effective”Setting and Managing OKRs (Objectives & Key Results)Managing Different Work StylesEmbracing the Whole Person at WorkCommunication & StructureBuilding Lean and Sustainable CultureAdvice for Founders & Young ProfessionalsEpisode Links:Website: https://justicetea.com/ LinkedIn: https://www.linkedin.com/in/seth-goldman-234bb7124/ 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 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 welcomes Ben Zises, Founder and General Partner at SuperAngel.Fund, for a deep dive into his journey from entrepreneur to seasoned early-stage investor. Ben shares the story behind his transition from real estate and prop-tech to leading one of the most dynamic consumer-focused venture funds in the industry.The discussion covers Ben’s unique investment approach — combining the agility of an angel investor with the resources of a venture fund — and how his “help-first” philosophy has shaped his relationships with founders. He offers candid insights on what distinguishes exceptional entrepreneurs, the importance of concise and compelling pitch decks, and the financial discipline required to scale a consumer brand successfully.Ben also explores current market dynamics within the CPG sector, highlighting long-term trends in health, wellness, and supplements. His advice provides valuable perspective for both founders seeking early-stage funding and investors looking to refine their own strategies.Listen now to gain actionable insights on fundraising, founder relations, and building resilient consumer brands.Listen in as they share about:Ben’s Background and Path to InvestingThe Creation of SuperAngel.FundInvestment Strategy & ApproachAdvice for Founders Raising CapitalLessons Learned from Angel InvestingWhat Makes a Strong FounderMarket Insights & TrendsFundraising & Diligence Best PracticesLessons for Institutional InvestorsPitch Deck Best PracticesEpisode Links:Website: https://www.superangel.vc/ LinkedIn: https://www.linkedin.com/in/bzises/ 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 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 Haylee Jordan and Tom Eddleston, co-founders of FABRIC—a purpose-driven beverage brand redefining what it means to drink consciously.Haylee and Tom share their journey from concept to launch, reflecting on the whirlwind experience of bringing FABRIC to market in less than a year. They discuss how purpose and sustainability have been built into the company from day one—through its status as a Public Benefit Corporation, its commitment to mental health initiatives, and its pursuit of B Corp certification. The conversation also covers their creative approach to branding, design collaboration, and their partnership with Protect Our Winters.Listeners will enjoy a candid, behind-the-scenes look at how FABRIC is weaving together mission, innovation, and authenticity.Tune in to hear how FABRIC is reimagining the future of social beverages through creativity, community, and conscious business practices.Listen in as they share about:Founding and Brand StoryBrand Mission & PurposeSustainability and Social ImpactBranding, Design, and CollaborationMarketing and Communication ChallengesProduct Development and Market StrategySocial Media & Marketing ChallengesEpisode Links:Website: https://www.enjoyfabric.com/ Instagram: http://instagram.com/drinkfabric LinkedIn: https://www.linkedin.com/in/hayleejordan/ LinkedIn: https://www.linkedin.com/in/thomas-eddleston/ 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

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff is joined by Austin Gardner-Smith, Co-Founder and CEO of Drivepoint, and David Sooch, Senior Director of Finance at Graza, to unpack the art and science of forecasting for consumer brands.They discuss why forecasting is one of the most critical processes for CPG businesses, how responsibility for it evolves as companies grow, and the risks of getting it wrong—from wasted cash tied up in excess inventory to missed sales and retailer frustration.David shares how Graza approaches forecasting at the SKU, retailer, and distributor level, while Austin explains how tools and processes can streamline complexity and free teams to focus on decision-making rather than data wrangling. The conversation also covers the importance of balancing overstock versus understock, the dynamics between sales, operations, and finance teams, and the differences in forecasting for retail, direct-to-consumer, and marketplace channels.Whether you’re a founder just starting out or a finance leader scaling a fast-growth brand, this episode offers actionable insights and proven strategies to strengthen your forecasting process.Be sure to check out the free forecasting templates: https://www.drivepoint.io/resources/cpg-forecasting-templates-for-successDon’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.comListen in as they share about:The Basics of ForecastingStages of Forecasting by Company SizeTools and TechnologyE-commerce ForecastingRetail Forecasting PracticesForecasting Layers and LevelsTiming and Cash ImplicationsTemplates and Practical HelpEpisode Links:Website: https://www.drivepoint.io/ LinkedIn: https://www.linkedin.com/in/austingardnersmith/ Website: https://www.graza.co/ LinkedIn: https://www.linkedin.com/in/davidsooch/ 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Hannah Dittman speaks with Laura Romano, Director of Operations at Graza, the olive oil brand redefining a pantry staple. Laura shares her journey from scaling Blue Marble Ice Cream to leading operations at Graza, offering practical lessons on managing growth, strengthening supply chains, and building resilient systems. Together, they discuss the operator’s mindset, balancing founder vision with operational realities, and the importance of forecasting, inventory management, and supplier relationships. Laura also highlights the critical role of packaging, pricing negotiations, and co-manufacturer partnerships, while reflecting on how to navigate the tension between scrappy execution and sustainable infrastructure. Packed with insights from both successes and setbacks, this conversation is essential listening for founders, operators, and anyone passionate about scaling consumer brands effectively. Tune in now to learn actionable strategies for building strong operations and positioning your business for long-term success.Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com Listen in as they share about:Graza Overview & Product DevelopmentOperations in the Early DaysRole of an Ops LeaderScaling & Growth ChallengesKPIs & Inventory ManagementManufacturing & Supplier RelationshipsDTC vs. Retail OperationsPackaging & DistributionAdvice for Founders & OperatorsEpisode Links:Website: https://www.graza.co/ LinkedIn: https://www.linkedin.com/in/laura-romano-47a9a89b/ 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 Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Caitlin Bricker interviews Ollie & Sophie Spring, the co-founders of OOSO Sparkling Tea. Born out of their own search for elevated non-alcoholic options, OOSO combines the ritual and complexity of tea with clean ingredients and organic honey—creating a refreshing alternative for today’s sober-curious consumer.Ollie and Sophie share their journey from meeting on Hinge to building an award-winning brand that resonates with Gen Z and millennial audiences. They discuss the challenges of bootstrapping, the importance of intentional branding and design, and how community support has been vital to their growth. They also highlight the evolving cultural shift toward mindful drinking, OOSO’s unique positioning in the NA beverage space, and what’s next for the brand, including new flavors and a soon to be fully caffeine-free lineup.Whether you’re interested in innovative consumer products, the sober-curious movement, or the realities of building a startup with your life partner, this episode offers valuable insights and inspiration.Listen now!Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com Listen in as they share about:Brand Origin & Founders’ StoryMission & Brand ValuesProduct Development & IngredientsSober Curiosity & Consumer TrendsFlavor Profiles & InnovationBranding & DesignCommunity & CompetitionRetail & DistributionEpisode Links:Website: https://drinkooso.com/ Instagram: https://www.instagram.com/drinkooso/ LinkedIn: https://www.linkedin.com/in/oliverhspring/ LinkedIn: https://www.linkedin.com/in/sophiaracciatti/ 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

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff is joined by Janice Greenwald, CPG marketing consultant fractional CMO for emerging food and beverage brands, and Kat Karpati, co-founder of Flock Creative, to explore how brands and agencies can work together more effectively through the briefing process.The discussion covers the essential elements of a strong packaging creative brief, including defining the business challenge, clarifying the target consumer, establishing a clear positioning statement, and prioritizing messaging. Janice and Kat also provide insights into aligning internal stakeholders, setting realistic guardrails, and navigating the RFP process with agencies of different sizes.Whether you are launching a new brand, refreshing your packaging, or managing a large-scale rebrand, this episode offers practical guidance to help you communicate your vision clearly and achieve stronger results with your creative partners.Listen now to learn how to create briefs that drive alignment, inspire agencies, and position your brand for long-term success.Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com Listen in as they share about:Purpose & Role of a Creative BriefCore Components of a BriefUnderstanding the ConsumerMessaging & Design PrioritiesChannel & Retail StrategyShelf Context & Real-World TestingAgency–Client DynamicsEpisode Links:Website: https://www.handelfoodlaw.com/LinkedIn: https://www.linkedin.com/in/lauren-handel-food-lawyer/ Website: flockcreative.comLinkedIn: linkedin.com/in/kat-karpati-339bb31aDon'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 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 Tyler Morgan, Principal at BFG Partners, about the firm’s approach to early-stage investing in consumer brands. Tyler discusses his career path into venture capital and BFG’s investment focus across food, beverage, supplements, beauty, and pet.The conversation covers BFG’s investment criteria, deal sourcing methods, diligence process, and the key financial and operational metrics they evaluate in prospective portfolio companies. Tyler also shares insights on navigating fundraising, the importance of warm introductions, and how founders can position their businesses for sustainable growth and strategic exits.This episode provides a clear, practical perspective for founders, operators, and industry professionals seeking to understand what investors look for and how to build long-term, venture-scale consumer businesses.Listen now to gain expert insights from BFG Partners and strengthen your strategy for growth and fundraising.Listen in as they share about:Overview of BFG PartnersInvestment Themes & TrendsEarly Metrics & What They Look ForDeal Sourcing and Evaluation CriteriaExit Strategy & LP ExpectationsDiligence & Investment ProcessPre-Revenue & Early Stage FundraisingPractical Advice for Founders & Aspiring InvestorsEpisode Links:Website: https://www.bfgpartners.com/ LinkedIn: https://www.linkedin.com/in/tylertmorgan1/ 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 Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of Startup CPG, Caitlin Bricker speaks with Joe Cassinelli, founder of El Nacho, a premium tortilla chip brand bringing restaurant-quality taste and craftsmanship to the snack aisle. Drawing on nearly 35 years in the restaurant industry, Joe shares the journey of building a manufacturing facility during the pandemic, rebranding from a generic product to a premium offering, and creating bold, lucha libre–inspired packaging that captures consumer attention.Joe discusses El Nacho’s commitment to quality through the use of regeneratively farmed corn, in-house nixtamalization, and frying exclusively in avocado oil. He also explains how unique, all-natural flavors are developed directly from the menu of his Mexican restaurants, ensuring both authenticity and innovation. From navigating the slower pace of the CPG world to embracing its collaborative community, Joe offers valuable insights into scaling a brand in a competitive category while maintaining product integrity and consumer trust.Tune in now!Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com Listen in as they share about:Flavor Creation & InspirationConsumer Feedback & IterationRelaunch & RebrandingMarket Position & Retail StrategySales & DistributionBusiness Lessons & AdviceEpisode Links:Website: https://elnachochip.com/ LinkedIn: https://www.linkedin.com/in/joseph-cassinelli-05a66b38/ 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

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff is joined by Lauren Handel, founder of Handel Food Law and one of the leading experts on food labeling and advertising compliance. Together, they break down the essential rules and risks of food labeling that every brand needs to know.Lauren shares her perspective on high-risk claims such as “natural” and “organic,” the nuances of nutrient content and health-related claims, and the role of third-party certifications in reducing exposure to litigation. She also explains the differences between regulatory consultants and attorneys, how to navigate evolving litigation trends, and why consistency across packaging, websites, and advertising is essential.Tune in now to learn how to protect your brand, avoid costly mistakes, and approach food labeling with a strong strategy.Listen in as they share about:What is Food Labeling LawLitigation Trends and RisksRegulatory FrameworkKey Claim Categories and RulesThe Role of Consultants vs. AttorneysMarketing Beyond PackagingPractical Guidance for FoundersEpisode Links:Website: https://www.handelfoodlaw.com/ LinkedIn: https://www.linkedin.com/in/lauren-handel-food-lawyer/ 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 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 welcomes Ryan Springer, Managing Partner and Co-Founder of Midnight Venture Partners, for an in-depth conversation on the evolving world of CPG investing. Ryan shares his path into venture capital, insights gained from his early experiences in retail strategy, and the vision behind building Midnight Venture Partners.The discussion covers strategies and viewpoints from Midnight Venture Partners, exploring how investment theses evolve to adapt to category dynamics, market factors, and shifting opportunities. Ryan also offers valuable perspective on founder-investor alignment, holding periods, and the critical traits—such as tenacity and grit—that set successful entrepreneurs apart.From navigating differentiation and defensibility to understanding consumer behavior shifts and new growth frontiers, this episode provides practical guidance for founders and industry professionals alike.Listen now to gain actionable insights on scaling a CPG brand and building lasting investor partnerships.Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.comListen in as they share about:Midnight Venture Partners OverviewHow Venture Capital WorksInvestment FundamentalsFounder–Investor AlignmentLessons from Fund I → Fund IIDifferentiation & Defensibility in CPGConsumer Trends & Growth ChannelsFounder & Investor PerspectivesAdvice for Founders & Aspiring InvestorsEpisode Links:Website: https://midnightvp.com/ LinkedIn: https://www.linkedin.com/in/ryan-springer-466a02aa/ 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 Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Caitlin Bricker interviews Sarah Hartmann, founder of Vêsucré, a zero-waste, plant-based dessert company based in Oneonta, New York. Sarah shares how Vêsucré—short for “vegan sweets”—evolved from a home kitchen experiment into a fast-scaling brand now featured in over 450 stores across nine states.She discusses the innovation behind Vêsucré’s clean-label, dairy-free frozen desserts, the importance of inclusive hiring through a neurodiverse workforce, and the brand’s commitment to sustainability through zero-waste production practices. Sarah also highlights key partnerships with Cornell’s Food Spark program and Wakefern Food Corp., which helped accelerate Vêsucré’s retail expansion.Plus, Sarah reveals how Vêsucré practices zero waste by repurposing oat milk byproducts into delicious treats like brownies and protein truffles—and how her latest initiative, The Makery, is helping other small food brands scale responsibly.Listen now!Listen in as they share about:Founder’s Inspiration & Product DevelopmentBusiness Growth & MentorshipThe Makery InitiativeInclusivity and Workforce DevelopmentSustainability & Zero Waste CommitmentRetail ExpansionCommunity & Support NetworksEpisode Links:Website: https://vesucre.com/ Website: https://themakeryoneonta.com/ LinkedIn: https://www.linkedin.com/in/skhartmann/ 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

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff is joined by Matt Merson, Head of Strategy and Sales at Once Upon a Coconut, and a veteran executive with more than 30 years of experience in the CPG industry. Together, they dive into the most pressing sales questions from the Startup CPG community.Matt shares his perspective on negotiating DSD contracts, managing free fills, and the critical role of strategy, culture fit, and attitude in building successful sales teams. Drawing from his extensive career across both large corporations and emerging brands, Matt offers founders practical advice to avoid common pitfalls and accelerate growth.Tune in now to learn how to strengthen your sales strategy, make smarter distribution decisions, and position your brand for long-term success!Listen in as they share about:Sales Compensation & Team StructureWorking with DistributorsNegotiating DSD ContractsCoupon StrategiesDistributor Programs & Trade ShowsFree Fills & Sell Sheet Best PracticesCareer Advice for Aspiring Sales ProsEpisode Links:Website: https://onceuponacoconut.com/LinkedIn: https://www.linkedin.com/in/matthew-merson/ 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Caitlin Bricker interviews BJ Howard, founder of Wild West Chocolate, a chocolate brand revolutionizing the confectionery space with fruit-sweetened, no-added-sugar products. BJ shares the company’s journey from concept to launch, including the challenges of navigating a volatile cacao market, the science behind developing a proprietary fruit-based sweetener, and the brand’s commitment to clean ingredients and sustainable practices.The conversation highlights the role of creative branding, the importance of strong partnerships, and the mission-driven approach that ties Wild West Chocolate to environmental stewardship and community impact.Listen now to learn how Wild West Chocolate is carving out a unique place in a highly competitive category while staying true to its vision of creating indulgent, better-for-you chocolate.Listen in as they share about:About Wild West ChocolateProduct Development & TeamBrand Mission & InspirationMarket ChallengesRetail and DistributionFuture OutlookEpisode Links:Website: https://wildwestchocolate.com/ LinkedIn: https://www.linkedin.com/in/bj-howard-6b87b075/ 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, Daniel Scharff is joined by Startup CPG Operations and Finance Correspondent Hannah Dittman, and Simon Solis-Cohen, Founder of Huxley,to discuss Founders & Funders — Startup CPG’s largest event to date. They explore how the event was created to connect the most active early-stage investors with top emerging brands through curated one-on-one meetings, insightful panels, and exceptional networking opportunities.Hannah draws on her venture capital experience to share what investors prioritize in early-stage consumer brands and how founders can prepare to stand out. Simon brings the founder’s perspective, emphasizing the value of building authentic investor relationships early and sharing lessons from launching Huxley, a better-for-you energy drink brand.Tune in now and learn how to position your brand for fundraising success!For more information or to apply, please visit fandf.startupcpg.comListen in as they share about:What is Founders & FundersAttendee LineupInvestor Lineup & HighlightsKey Panel DiscussionsEvent Design & MatchmakingFundraising Insights & ChallengesFounder’s Perspective (Simon Solis-Cohen, Huxley)Advice for Brands Applying to Founders & FundersEpisode Links:Website:https://drinkhuxley.com/LinkedIn: https://www.linkedin.com/in/simon-solis-cohen LinkedIn: https://www.linkedin.com/in/hannah-dittman-011b844b/ 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Greg Cahn, co-founder of Tamar Date Coffee, a brand bringing innovation to the coffee category through a unique blend of coffee and dates. Greg shares the inspiration behind Tamar, including his personal experience managing acid reflux and the role his family played in the product's development. The conversation covers Tamar’s clean-label approach, the health benefits of upcycled date seeds, the thoughtful minimalist branding, and the company’s strategic growth through Farmers Markets, Expo West, and retail partnerships.Gain valuable insights into the intersection of sustainability, product innovation, and brand storytelling in the consumer packaged goods space.Listen now! Listen in as they share about:Product Overview & IngredientsFounding Story & Personal MotivationBranding & DesignSustainability and UpcyclingMarket Strategy and ExpansionMarketing Channels & AvailabilityEpisode Links:Website: https://drinktamar.com/ LinkedIn: https://www.linkedin.com/in/gcahn/ 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

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff welcomes Laurel Orley, Co-Founder of Daily Crunch, and Tim Richards, Founder of Philosopher Foods, to discuss how they are redefining the almond snacking category through innovation, quality sourcing, and functional nutrition. Laurel shares the origin story behind Daily Crunch’s signature turmeric and sea salt sprouted almonds, a product born from a family tradition and bootstrapped R&D in her own kitchen. She breaks down the sprouting process, nutritional benefits, and how texture innovation helped them crack into conventional retail like Meijer and airport kiosks across the country. Tim introduces Gut Nuts™, the first fermented almonds on the market, explaining the role of probiotics, postbiotics, and lacto-fermentation in creating a tangy, umami-forward product that supports gut health.Whether you’re a snack lover, a founder, or a buyer looking for what’s next in CPG, this episode serves up insights on product innovation, texture as a differentiator, and why almonds are more relevant than ever..Tune in now and explore the future of almond snacking. Then grab a bag of Daily Crunch or Gut Nuts and taste the innovation for yourself!Special thanks to the Almond Board of California — visit them at almonds.com to learn more about their work and resources.Listen in as they share about:Brand Origins and Founder JourneysSprouting and Fermentation ProcessesProduct Differentiation Through TextureHealth & Nutritional BenefitsInnovation in Flavor DevelopmentRetail & Distribution StrategySupport from the Almond Board of CaliforniaEpisode Links:Website: https://www.dailycrunchsnacks.com/ LinkedIn: https://www.linkedin.com/in/laurel-orley/ Website: https://philosopherfoods.com/ LinkedIn: https://www.linkedin.com/in/tim-richards-522285a4/ 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, our Editor, Caitlin Bricker, is joined by Daniele Orellana, co-founder of MITTS, a design-forward brand who's rethinking the everyday kitchen sponge. Daniele shares how MITTS was born out of a practical need to care for delicate glassware—specifically high-end wine glasses that were constantly breaking during handwashing. What started as a solution for wine enthusiasts has since evolved into a versatile, aesthetically pleasing tool for anyone seeking a better way to clean non-dishwasher-safe items.Throughout the conversation, Daniele discusses the challenges and triumphs of building a consumer product brand while maintaining a full-time medical career. She offers insight into the manufacturing decisions behind MITTS, including the difficulties of sourcing production domestically, and the advantages of a non-perishable product. As a first-generation founder, Daniele reflects on the values of risk-taking and resilience passed down from her immigrant parents, and how that mindset fuels her entrepreneurial journey.Also, hear about how she and her husband balance their professional lives with growing the brand, the importance of customer feedback, and the role of community—especially Startup CPG—in guiding their progress. With practical advice, personal stories, and a clear passion for thoughtful design, this episode is a must listen!Listen in as they share about:Product Evolution and Use CasesManufacturing ChallengesShelf Life and DurabilityCommunity & MentorshipAdvice to Other FoundersEpisode Links:Website: https://mitts.store/ LinkedIn: https://www.linkedin.com/in/daniele-orellana-258366157/ 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, Daniel Scharff welcomes back Eric Skae, CEO of Carbone Fine Food, to discuss the brand’s rapid ascent in the premium pasta sauce category. Eric shares how Carbone scaled from launch to more than 25,000 retail doors in under five years, while maintaining strong velocities and brand integrity.They explore Carbone’s distribution-first strategy, disciplined approach to innovation, and the importance of product quality in building consumer trust. Eric also provides insights into team building, co-packer management, capital efficiency, and sustainable scaling.This episode offers valuable lessons for emerging food and beverage brands navigating growth and category disruption.Don’t miss this valuable episode. Tune in now!Listen in as they share about:Carbone Brand GrowthGo-to-Market & StrategyProduct InnovationOperations & Quality ControlTeam & HiringFunding & Capital EfficiencySales & Retail RelationshipsAdvice for Early-Stage BrandsEpisode Links:Website: https://carbonefinefood.com/LinkedIn: https://www.linkedin.com/in/eric-skae-7712b017/ 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 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, our Editor, Caitlin Bricker, is joined by Bilal Othman, founder of Huwa, a premium olive oil brand with deep Palestinian roots. Bilal shares the compelling journey of how a multi-generational family tradition—olive farming in Palestine—evolved into a thoughtfully designed, U.S.-based brand that is as much about heritage and connection as it is about quality.Gain insight into the cultural and agricultural significance of Huwa's olive oil, including its authentic single-origin sourcing, cold-pressing methods, and unique production process. Bilal also delves into the meaning behind the brand’s name, the intentional and nostalgic design of its packaging, and how Huwa serves as a bridge between generations, continents, and communities.Whether you're a consumer, retailer, or entrepreneur, this episode offers a refreshing look at building a mission-driven business steeped in heritage and community.Listen now!Listen in as they share about:Origins and Family History of HuwaBrand Identity and DesignLegacy and Cultural ConnectionOlive Oil Production ProcessDifferentiation from Mainstream Olive OilsAppeal to Retailers and ConsumersDiscovery and Role of Startup CPGEpisode Links:Website: https://huwatasty.com/ LinkedIn: https://www.linkedin.com/in/bilal-othman-43245788/ 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, Daniel Scharff speaks with Hector Saldivar, founder and CEO of Tia Lupita Foods, about his journey from sharing his mother’s hot sauce recipe to building a nationally recognized, better-for-you Mexican-inspired brand.Hector shares how he grew Tia Lupita from kitchen batches to retail shelves, the challenges of competing in the crowded hot sauce category, and the strategies he used to stand out with authentic branding and premium positioning. He opens up about his SharkTank experience (and the realities of renegotiating after the cameras stop rolling), lessons learned from fundraising and retail expansion, and the pivotal moments that led to Tia Lupita’s acquisition by Vilore Foods.They also dive deep into entrepreneurship, resilience, and the balance between seizing opportunities and pacing growth. Tune in to gain valuable perspective on building and scaling a food brand!Listen in as they share about:Founding Story of Tia Lupita FoodsSharkTank ExperienceEarly Growth and Retail ExpansionDifferentiation in the Hot Sauce MarketTrends in Hot Sauce & Chili CrispFundraising and Acquisition JourneyRetailer & Distribution StrategyAdvice to EntrepreneursEpisode Links:Website: https://tialupitafoods.com/ LinkedIn: https://www.linkedin.com/in/hector-sald%C3%ADvar-16a34a/ 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 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 Andrew Montgomery, Partner at Collaborative Fund, about building successful brands at the intersection of for-profit and for-good. Andrew shares his career journey across operations, brand building, and investing on his path to Collaborative Fund.He outlines the firm’s investment philosophy, including their “villain test,” and offers detailed guidance on pitching to investors, identifying enduring consumer trends, and structuring effective fundraising strategies. Andrew also provides practical advice on evaluating investor–founder alignment, building momentum during a raise, and navigating long-term partnerships.Listen to gain actionable insights on positioning your brand for growth, attracting the right capital, and fostering relationships that support your vision.Listen in as they share about:Andrew’s Career BackgroundCollaborative Fund’s Investment PhilosophyInvestment Criteria & Evaluation ProcessTraits of Strong FoundersTrends, Categories & ThesesFundraising Timing & StrategyAdvice for Founders Seeking InvestmentEpisode Links:Website: https://collabfund.com/ LinkedIn: https://www.linkedin.com/in/andrewwmontgomery/ 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 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, our Editor, Caitlin Bricker, is joined by Alyssa Fernandez, founder of Ollin, a bold new baking brand that’s flipping the script on how we think about gluten. Alyssa shares her journey from data journalism to the baking aisle, revealing how a personal health journey and a DIY wedding cake sparked the inspiration for Ollin. Gain insight into how Ollin leverages traditional milling methods and Texas-grown grains to create thoughtful, flavor-forward cake mixes.Alyssa opens up about the challenges of being a first-time CPG founder, what it took to formulate her products using ancient grains, and how her brand’s Wild West-inspired aesthetic helps tell a deeper story. From branding decisions to startup strategies and overcoming gluten’s villainized reputation, this episode dives into the intersection of food, culture, and inclusivity.If you're curious about elevating your pantry, embracing better grains, or launching your own CPG venture, this episode is a must-listen.Listen in as they share about:Product Philosophy and DevelopmentBranding and DesignPositioning Gluten as a Positive IngredientMarket Positioning & Consumer BehaviorGo-to-market milestoneRetail Launch and Future PlansEpisode Links:Instagram: @ollinyallLinkedIn: https://www.linkedin.com/in/ffernandezalyssa/ 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 is joined by Keith Seiz of the California Walnut Board and Kartik Das, founder of the emerging snack brand Dusra.The conversation offers a behind-the-scenes look at how commodity boards can play a critical role in supporting food and beverage startups — not just through marketing, but via product innovation, R&D resources, and industry connections. Keith shares how the California Walnut Board helps brands unlock the full potential of walnuts, from selecting the right varietals to facilitating prototyping and sourcing. Kartik discusses how this partnership enabled the successful development of Dusra’s newest snack mix — a modern take on Indian flavors featuring skinless California walnuts, chickpea puffs, and vegan dark chocolate.This episode is a must-listen for founders looking to leverage underutilized industry resources, enhance product development, and build thoughtful partnerships that fuel growth. Tune in now!The California Walnut Board would love to hear from anyone out there interested in their resources or education, you can email them at [email protected] in as they share about:Commodity Boards and Their RoleCalifornia Walnuts in Product InnovationDusra’s Product Development JourneyPartnership Between Dusra & the California Walnut BoardProduct Development and StrategyTrends in Walnuts and Nuts in GeneralStrategic Growth and Go-To-Market PlanningAdvice to Other FoundersEpisode Links:Website: http://walnuts.org LinkedIn: https://www.linkedin.com/in/keithseiz/ 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 (20K+ 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 Jason Sherman, Co-Founder and Managing Partner at Top Shelf Ventures, an early-stage fund specializing in alcohol and vice brands. Jason shares his journey from Harvard Law to leading billion-dollar investments at AB InBev, to building and selling one of the fastest-growing alcohol companies in the United States, and ultimately launching Top Shelf Ventures to back the next generation of disruptive brands. Drawing on over a decade of operational and investment experience, he offers a candid look at what founders need to know to succeed in this unique category.Gain valuable insights into identifying the right markets, avoiding costly expansion mistakes, and understanding the key metrics that matter most to investors, such as velocity, retention, and operational efficiency. Jason explains why many alcohol industry exits occur earlier than in other CPG sectors, shares practical fundraising strategies, and outlines how to effectively position a brand for acquisition. He also discusses what differentiates Top Shelf Ventures in a competitive funding landscape and how his team works closely with founders to support growth.Tune in to learn how to stand out to investors, grow strategically, and set your brand on the path to a profitable exit. Listen in as they share about:Top Shelf Ventures OverviewDefining “Vice” & Category BoundariesStage, Check Size, and MetricsDistribution StrategyExamples of Successful ApproachesMargins & ProfitabilityFundraising GuidanceFirst Investor Meeting Best PracticesExit Strategies & Acquisition DynamicsEpisode Links:Website: http://topshelfventures.com/ LinkedIn: https://www.linkedin.com/company/topshelfventures/ LinkedIn: https://www.linkedin.com/in/jasondsherman/ 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 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 interviews Steph Nightingale, founder of Stimmie, a premium, reusable toothpick designed to address the gaps traditional floss and toothbrushes leave behind. Drawing on over 13 years of experience in dental care, Steph shares how personal recovery, patient insights, and a commitment to quality led to the creation of Stimmie.The conversation explores product innovation, early-stage funding, manufacturing partnerships, and the importance of retailer and consumer feedback in building a sustainable brand. Steph also discusses merchandising strategies, scaling challenges, and her vision for high-profile collaborations that could further elevate the brand.This episode offers valuable lessons in customer-centric product development and the realities of bringing a health-focused consumer product to market.Listen now to learn how Steph transformed a simple dental tool into a growing brand with national recognition — and why truly listening to customers is key to lasting success.Listen in as they share about:Customer Feedback & DevelopmentFunding & Business GrowthManufacturing & OperationsRetail Strategy & MerchandisingSustainability & Industry PerspectiveCommunity & NetworkingEpisode Links:Website: https://www.shopstimmie.com/ LinkedIn: https://www.linkedin.com/in/stephanie-nightingale-899b6118/?originalSubdomain=ca 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, Daniel Scharff speaks with Ryan Hall and Anthony Iuzzolino from the boutique CPG law firm Giannuzzi Lewendon, to dive deep into the legal backbone of operations in the consumer packaged goods (CPG) world. They explore the critical components of co-manufacturing, supply, and distribution agreements—covering everything from pricing structures and exclusivity to intellectual property, volume commitments, termination clauses, and the real-world risks brands face when contracts go sideways.Whether you’re dealing with a first-time co-man, evaluating DSD distributors, or navigating tricky termination fees, this episode is packed with expert legal insights that can help founders avoid costly mistakes and ensure operational agreements support long-term growth and optionality.Don’t miss this valuable episode – Tune in now!If you want legal guidance tailored to your CPG brand, reach out to [email protected] or [email protected] directly or visit gllaw.us to learn more.Listen in as they share about:Co-Manufacturing (CoMan) AgreementsSupply and Distribution ContractsIntellectual Property (IP) Protections3PL (Third-Party Logistics) & Warehousing AgreementsDistribution AgreementsPricing and Cost ManagementContract Negotiation StrategyGeneral Legal and Operational StrategyEpisode Links:Website: https://gllaw.us/ Email: [email protected] Email: [email protected] 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re ready for the new standard for business banking,Head to www.rho.co/startupcpgto learn more.

In this episode of the Startup CPG Podcast, Operations and Finance Contributor Hannah Dittman sits down with Todd Hoffman, Chief Operating Officer at Brightland, to discuss the strategic and operational challenges of scaling a modern CPG brand.Todd shares his unique transition from a decade in investment banking to leading operations at Chloe’s and now Brightland. The conversation explores the evolving role of the COO, key considerations for omnichannel growth, and the tactical realities of expanding from direct-to-consumer into retail. Todd also offers valuable insights on supply chain strategy, co-manufacturer relationships, inventory planning, and when to implement infrastructure such as 3PLs or ERP systems.Whether you're a founder entering grocery for the first time or an operator looking to build scalable processes, this episode delivers practical guidance and candid reflections from an industry leader.Listen in as they share about:Overview of BrightlandRole of COO & Operations in CPGOperations & Supply Chain Best PracticesRetail Strategy & Grocery Channel ExpansionProduct Development InsightsCo-Manufacturing Relationships & ContractsScaling Strategy & InfrastructureLessons from OperationsEpisode Links:Website: https://brightland.co/ LinkedIn: https://www.linkedin.com/in/todd-hoffman-97aa6a4/ 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 Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics