The Startup CPG Podcast

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

In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Jesrina Arshad, founder and CEO of PurelyB, a wellness company rooted in Malaysia’s ancient herbal traditions. Jesrina shares how her personal health challenges inspired the creation of a brand that bridges centuries-old remedies with modern-day convenience—offering functional herbal blends in a unique "Pixie Stick" format.Together, they explore the science and story behind the rare Tiger Milk Mushroom and Pegaga, and how PurelyB collaborates with indigenous communities, traditional healers, and research institutions to develop effective, sustainable products.Jesrina also discusses her entrepreneurial journey—from bootstrapping and pre-order launches to achieving global reach and building a mission-driven business with a strong focus on health transformation and cultural preservation.Whether you’re a CPG founder, wellness enthusiast, or simply curious about functional mushrooms and ancient botanicals, this episode offers valuable insight into innovation, resilience, and purpose-led brand building.Tune in now!Listen in as they share about:Ancient Remedies & Science IntegrationProduct Development & Launch JourneyBusiness Growth & StrategyUS Market ExpansionSustainability & Ethical SourcingNatural vs. PharmaceuticalEpisode Links:Website: https://purelyb.com/ LinkedIn: https://www.linkedin.com/in/jesrinaarshad/ 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 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, host Daniel Scharff speaks with David Fudge, Co-Founder and CEO of Aplós, and Amanda Amos, Investor at Collaborative Fund, for a comprehensive discussion on the current fundraising landscape in consumer packaged goods.Together, they break down what has — and hasn’t — changed in the early-stage fundraising environment, with actionable advice for founders from both an operator’s and investor’s perspective. Amanda shares how Collaborative Fund evaluates startups, what investors look for in pitch decks, how to think about market size, and the importance of aligning with the right capital partners. David offers hard-earned insights from building Aplós, including how he navigated early fundraising, how his pitch evolved over time, and what advice he gives to other founders stepping into the fundraising arena.They also discuss bootstrapping vs. raising venture capital, SAFE notes vs. priced rounds, how to build authentic investor relationships, and the real expectations around valuation and ownership.Whether you're a founder preparing to raise or just curious about how the process works behind the scenes, this episode is packed with practical wisdom and candid reflections.🎧 If you’re building in CPG — or just want to sharpen your fundraising game — don’t miss this one. Listen now!Listen in as they share about:Fundraising Strategy & Venture CapitalHow to approach different investor typesPitching & Due DiligenceHow VCs Evaluate TAMFounder-Investor AlignmentInvestor Perspective & Fund DynamicsEpisode Links:Website: https://www.aplos.world/ LinkedIn: https://www.linkedin.com/in/dwfudge/ Website: https://collabfund.com/ LinkedIn:https://www.linkedin.com/in/amandaamos/ 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, our Operations and Finance Correspondent Hannah Dittman speaks with Greer Tessler and Luke Goldstein, Managing Partners at Simple Food Ventures. They explore the firm’s strategic approach to early-stage CPG investing, with a focus on “better-for-you” grocery staples and their unique partnership with Albertsons to help brands scale through retail distribution.Greer and Luke share valuable insights into what they look for in founders, the importance of operational expertise, and the business fundamentals that set companies apart. They also provide guidance on navigating valuations, the fundraising process, and building transparent, effective relationships with investors.For founders preparing to raise capital or operators seeking a deeper understanding of the investment landscape, this episode offers practical advice and clear takeaways.Listen now to gain expert insights on positioning your brand for growth and investment readiness.Listen in as they share about:Simple Food Ventures OverviewInvestment Criteria & StrategyFundraising Process & DiligenceValuation and Dilution GuidancePitching GuidanceFounder Fit & DynamicsCapital Raising StagesAdvice for Founders on Investor SelectionHow to Contact Simple Food VenturesEpisode Links:Website: https://simplefoodventures.co/ LinkedIn: https://www.linkedin.com/in/greer-tessler-50256640/ LinkedIn: https://www.linkedin.com/in/luke-goldstein-a90093159/ 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, Editor Caitlin Bricker speaks with Ariel Altman and Ronny Berger, co-founders of Figa Foods, a company introducing cupuaçu—a Brazilian superfruit seed—as a sustainable and innovative alternative to traditional chocolate. Ariel and Ronny share their journey of discovering cupuaçu, building a supply chain from Brazil, and navigating the challenges of bringing a novel ingredient to the U.S. market.They also explore the global cocoa crisis, the environmental benefits of cupuaçu, and how Figa Foods is positioned to offer a meaningful alternative in the confectionery space. Additionally, Ariel and Ronny reflect on their experiences as co-founders and life partners, offering valuable insights for first-time entrepreneurs in the CPG industry.Listen in to learn how Figa Foods is carving out a new category in confectionery—rooted in sustainability, transparency, and global inspiration.Listen in as they share about:Product OverviewCupuaçu as a SuperfoodSupply Chain and Farmer PartnershipsChallenges in Product DevelopmentBusiness and Personal PartnershipCocoa CrisisLaunch and Market ResponseFuture Vision & Advice for FoundersEpisode Links:Website: https://figafoods.com/ LinkedIn: https://www.linkedin.com/in/ariel-altman-396b922b/ LinkedIn: https://www.linkedin.com/in/ronnyberger/ 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 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, Daniel Scharff speaks with Sam Tichnor, founder of FFUPs, a uniquely branded puff snack company that was focused on flavor innovation over health claims. Sam candidly shares the full arc of his entrepreneurial journey—from conceptualizing and launching the brand during the pandemic, to navigating DTC and retail channels, and the complex challenges that ultimately led to winding down the business.The conversation covers critical lessons on brand positioning, operational execution, inventory management, and the importance of marketing strategy—especially for solo founders. Sam reflects on the strategic decisions that shaped the brand, where things went wrong, and the insights he now applies in his advisory work at Pale Blue Dot, supporting emerging CPG brands with finance and operations expertise.This episode offers valuable takeaways for founders, operators, and anyone involved in building and scaling consumer products.Don't miss this episode. Listen now!Listen in as they share about:Branding and Product DevelopmentMarketing and AwarenessOperations and ManufacturingRetail and Distribution StrategyFinancial Management and CapitalReflections on Failure and GrowthEpisode Links:Website: https://ffups.com/ LinkedIn: https://www.linkedin.com/in/samueltichnor/ 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, Caitlin Bricker speaks with Sam Lejfer, founder of Lucky Day, a brand in the frozen dessert category unlike you've ever seen. Lucky Day produces organic, dairy-free ice cream made without common allergens, refined sugars, gums, or seed oils—offering a thoughtful alternative for health-conscious and ingredient-aware consumers.Sam shares the personal health journey that inspired the creation of Lucky Day, detailing how severe food allergies and a commitment to wellness shaped the brand’s core values. He also discusses the operational challenges of launching an allergen-friendly product, including the decision to manufacture in-house and to use home-compostable, plastic-free packaging.They also explore the realities of startup growth, the importance of maintaining product integrity, and how fear, discipline, and a mission-driven approach continue to guide Sam’s leadership.Gain insights into market trends in clean-label food, strategies for sustainable packaging, and the value of scaling with intention rather than speed. Listen now!Listen in as they share about:Manufacturing & ProductionSustainability & PackagingIngredients & Health ConsciousnessBusiness Philosophy & StrategyRetail, Distribution & Market PresenceFounder Experience: Fear, Ego & ResilienceCommunity & SupportEpisode Links:Website: https://eatluckyday.com/ LinkedIn: https://www.linkedin.com/in/lejfersamuel/ 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 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, Daniel Scharff is joined by Paul Voge of Aura Bora, who returns to share the full story behind the recent sale of his sparkling water brand. Paul takes us through the founding of Aura Bora, its rapid growth, and the hard financial truths of operating in the beverage industry. He dives deep into the reasons for selling, what the sale process looked like, and how changing investor expectations in CPG shaped their outcome.From fundraising strategies and capital efficiency to navigating the saturated sparkling water space, Paul offers transparent, hard-won advice on what it really takes to build — and eventually exit — a consumer brand. He also reflects on what he’s learned about himself, creativity, and the importance of timing in business.This is a must-listen for any emerging CPG founder or operator — candid, tactical, and full of real-life lessons.Listen now!Listen in as they share about:The Sale of Aura BoraFundraising and Financial JourneyChallenges in the Beverage IndustryDecision to SellMarket & Exit DynamicsEntrepreneurial ReflectionsPersonal Growth & Self-DiscoveryWhat’s Next for PaulEpisode Links:Website: https://aurabora.com/ LinkedIn: https://www.linkedin.com/in/paulvoge/ 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 Amna Mettmann, founder of Brause — a modern beverage brand inspired by health-conscious, traditional German craft sodas. Amna shares her entrepreneurial journey, from a career in investment banking and tech to launching a clean-label soda brand rooted in nostalgia, transparency, and flavor.Learn about Brause’s commitment to whole food ingredients, the brand’s thoughtful approach to avoiding added sugars and artificial flavors, and the cultural and personal influences that shaped its identity. Amna also discusses how Startup CPG played a vital role in helping her navigate the early stages of growth, connect with distributors, and build momentum in the competitive CPG landscape. You’ll also hear how Amna leveraged Startup CPG’s resources to land distributors and scale her vision.Tune in to discover why Brause is more than just a drink — it’s a movement.Listen in as they share about:Ingredient and health philosophyGerman influence & nostalgiaLifestyle integrationDistribution and retail presenceStartup CPG community influence on the brandEpisode Links:Website: https://drinkbrause.com/ LinkedIn: https://www.linkedin.com/in/amna-mettmann/ 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 Matt Merson, Head of Strategy and Sales at Once Upon a Coconut, and a veteran executive with over three decades of experience in the consumer packaged goods (CPG) industry. This in-depth conversation offers a comprehensive guide to navigating sales broker relationships for emerging CPG brands.Matt provides practical guidance on when and how to find and engage a broker, how to evaluate broker performance, and what internal preparations are necessary for a successful partnership. The discussion covers key topics such as broker compensation structures, contract negotiation strategies, the importance of sales collateral and data readiness, and how to ensure brokers are aligned with your brand’s growth strategy.Gain a clear understanding of the differences between national, regional, and specialty brokers, and how to choose the right fit based on product, channel, and stage of growth. Matt also shares real-world insights on managing broker expectations, establishing accountability, and setting measurable goals to drive retail success.This episode is an essential resource for founders and sales leaders seeking to build sustainable retail distribution through broker partnerships.Listen now to gain expert-level insights into one of the most critical decisions early-stage CPG brands face.Access Startup CPG's exclusive data package with NIQ: https://nielseniq.com/global/en/landing-page/startupcpg/Listen in as they share about:What Is a Broker and When to Hire OneStrategic Fit and Channel FocusHow to Find & Evaluate BrokersTypes of BrokersFees & Contract Structure and NegotiatingTools to Set Brokers Up for SuccessWhen It’s Not WorkingMaintaining a Healthy Broker RelationshipMatt's Recommended BrokersEpisode 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

In this bonus episode of the Startup CPG Podcast, Editor Caitlin Bricker is joined by Startup CPG founder Daniel Scharff and Head of Marketing & Community Patricia Menegoto to recap their experience at the Summer Fancy Food Show in New York City.Together, they highlight key takeaways from the event, including curated buyer meetings, panel discussions, evening networking events, and the vibrant energy of the River Pavilion where 25 emerging brands showcased their innovations in the Startup CPG section.Caitlin also features three brands from the Startup CPG section — Figa Foods, Loopini Pizza, and Ooso Sparkling Tea — who share their behind-the-booth insights, major wins, and the impact of being part of the community.Whether you're preparing for your first trade show or looking to refine your event strategy, this episode offers actionable advice and an inside look at what makes Fancy Food such a powerful platform for emerging CPG brands.Tune in now!Listen in as they share about:Summer Fancy Food Show ExperienceStartup CPG Section1:1 Buyer MeetingsFurther Female Founder LoungeEvents & NetworkingBrand Spotlights-Figa Foods-Loopini Pizza-Ooso Sparkling TeaEpisode Links:LinkedIn: https://www.linkedin.com/in/danscharff/ LinkedIn: https://www.linkedin.com/in/pmenegoto/ Website: https://figafoods.com/ LinkedIn: https://www.linkedin.com/in/damiano-messineo-53354018a/ Website: https://drinkooso.com/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (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, our Editor and host of the Founder Feature series, Caitlin Bricker, sits down with Jenn Ko, founder of DIME — a bold and flavorful MSG-based seasoning brand on a mission to challenge misconceptions and celebrate Asian heritage. Jenn shares her journey from being an MSG skeptic to becoming a passionate advocate, fueled by cultural pride and a desire to reclaim the narrative around this misunderstood ingredient.Together, Caitlin and Jenn explore the roots of MSG’s bad reputation, its scientific origin, and how xenophobia played a role in shaping public perception.Jenn also reflects on her entrepreneurial journey, the story behind DIME’s provocative name, and her vision for making the product a pantry staple.Whether you're curious about MSG or inspired by authentic founder stories, this episode offers valuable insight into the intersection of culture, food, and innovation.Listen now to learn how one founder is turning a misunderstood ingredient into a modern culinary movement.Listen in as they share about:Founding story of DIMEThe origins and misconceptions of MSGBreaking stereotypes through brandingProduct strategyEntrepreneurial challenges and aspirationsCommunity & supportEpisode Links:Website: https://www.dimemsg.com/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (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 Daniel Faierman, Partner at Habitat Partners, an early-stage venture firm spun out of the renowned creative agency Red Antler. With experience at major CPG companies such as PepsiCo, Danone, and AB InBev, Daniel brings a well-rounded perspective on brand building, strategic investment, and evaluating emerging consumer brands.They explore what Habitat Partners looks for in early-stage investments, with a focus on strong gross margins, capital efficiency, and early signs of product-market fit. Daniel shares how brands can succeed in pre-launch or seed rounds, the metrics that matter most — including velocities and marketing efficiency — and the importance of building a credible online presence even for retail-focused companies.He also offers candid advice on what not to do when pitching investors, outlines common valuation benchmarks, and highlights specific whitespace opportunities he’s actively looking to fund.If you’re a founder preparing to raise capital or simply seeking to better understand the CPG investment landscape, this episode delivers strategic insights and actionable guidance from a seasoned investor. Listen now!Listen in as they share about:Who Is Daniel Faierman and What Is Habitat Partners? Key KPIs They Evaluate DTC vs Retail Channel Strategy Fundraising Mistakes to Avoid Valuation Guidance White Space Opportunity They’re Seeking What Founders Should Ask Habitat Other Early-Stage CPG Funds Mentioned Episode Links:Website: https://www.habitatpartners.co/ LinkedIn: https://www.linkedin.com/in/daniel-faierman/ 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, Grace Kennedy speaks with Sue Delegan and Kim Hehir, the co-founders of Brutus Bone Broth, a leading brand in the emerging category of functional pet food toppers. As sisters and entrepreneurs, Sue and Kim share the journey of building a mission-driven company that started in their home kitchens and scaled to national distribution with major retailers like Target.They explore how Brutus Bone Broth was born out of a personal need and quickly gained traction through strategic beta testing, a strong emphasis on product quality, and persistent outreach to retailers. Sue and Kim discuss navigating regulatory hurdles, maintaining cost-efficiency while preserving ingredient integrity, and the importance of innovation in developing new product lines like powdered bone broth and functional goat milk.They also reflect on the emotional realities of entrepreneurship, the value of building collaborative relationships, and how a clear brand mission—nourishing pets while giving back to the community—has remained central to their growth.Listen in to gain valuable insights on product development, retail strategy, and scaling a consumer brand—plus learn how Brutus Bone Broth is shaping the future of pet nutrition.Listen in as they share about:Brutus Bone Broth OverviewManufacturing & Product DevelopmentGo-to-Market Strategy & Early ChallengesNegotiation & Cost ManagementRetail ExpansionDTC & InnovationEpisode Links:Website: brutusbroth.comLinkedIn: https://www.linkedin.com/in/kimberly-hehir-6753391/ 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 Grace'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 Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, and Andy Kurtts, founder of Buttermilk Creative, for a deep dive into the technical and design considerations to get your product out into the world.Jamie shares his 20+ years of commercialization expertise, covering the technical side of packaging—shelf life, structural integrity, co-manufacturing constraints, and the science behind keeping products protected from oxygen, moisture, light, and even drop-kicks during shipping. Meanwhile, Andy offers the designer’s perspective on how to stand out on-shelf, balance aesthetics with category norms, and build packaging that communicates your brand's promise clearly and effectively.Together, they break down how packaging influences everything from retail acceptance to consumer perception, and why early-stage brands should think carefully about format, manufacturing limitations, and visual hierarchy. Real-world examples like Graza, NoBull, and Leisure Hydration illustrate how form and function can come together to build lasting impressions—and brands.Whether you're in the concept phase or planning your second packaging run, this episode is your total package.Tune in now to learn how to make your product irresistible on shelf—from the inside out.Visit Catapult Commercialization Services: https://bit.ly/catapultcpgVisit Canworks digital can printing: https://www.canworksprinting.com/startupcpgListen in as they share about:The Importance of Packaging in Product SuccessTechnical Considerations of Packaging (Jamie’s Perspective)Design and Branding Strategy (Andy’s Perspective)Working with Designers and AgenciesTesting, Feedback, and IterationCost, Margin, and Strategic Trade-offsMarketing, Community, and Brand ExecutionReal Brand ExamplesEpisode Links:Website: https://www.catapultserv.com/ LinkedIn: https://www.linkedin.com/in/fvmh97c/ Website: https://buttermilkcreative.com/ LinkedIn: https://www.linkedin.com/in/andykurtts/ 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, Grace Kennedy speaks with Francesca Pittaluga, founder of Ciao Pappy, a premium Italifornia pasta sauce brand that blends the culinary traditions of Italy with the fresh, vibrant spirit of California.Francesca shares her entrepreneurial journey from a career in fashion to building a fast-growing CPG brand rooted in family heritage, clean ingredients, and strong storytelling.Gain insight into the early days of launching Ciao Pappy, the strategic decisions behind product development and retail placement, and the challenges of scaling production while maintaining quality. Francesca also discusses the importance of community support, finding the right partners, and staying focused on sustainable, regional growth before national expansion.This episode is a must-listen for emerging founders navigating the food and beverage space or anyone interested in building a purpose-driven brand.Listen in as they share about:The Origin of Ciao PappyBlending Cultures through FoodEarly Growth and StrategyProduct DevelopmentRetail and Distribution StrategyManufacturing and Co-Packing ChallengesCommunity and ResourcesFunding and Growth ChallengesEpisode Links:Website: https://www.ciaopappy.com/ LinkedIn: https://www.linkedin.com/in/francesca-pittaluga-983170261/ 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 Grace'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 Michael Lowry, Vice President of Global Spirit Sourcing, and Andrea Starr, Senior Director of Merchandising at Total Wine & More—the largest independent alcohol retailer in the U.S., with over 300 stores and $6 billion in annual sales.Michael and Andrea pull back the curtain on how Total Wine thinks about brand discovery, merchandising strategy, customer engagement, and category trends — including the rise of non-alcoholic beverages and the emerging THC space. They share what makes a product stand out and why the right design can make or break a new launch. You’ll also learn what it takes to get on their shelves, how they stay nimble like a startup, and what catches their eye at trade shows.Packed with actionable insights, category strategy tips, and behind-the-scenes examples, this episode is a must-listen for any startup founder, CPG marketer, or emerging brand looking to break into large-format retail.🎧 Tune in now to learn how to make your brand shelf-ready for one of the most powerful retail platforms in beverage.Listen in as they share about:Total Wine & More OverviewRoles and ExpertiseProduct Discovery & SourcingTrends & Consumer BehaviorE-Commerce & Digital StrategyRetail Strategy & Brand FitHow Total Wine Discovers New Brands Episode Links:LinkedIn: https://www.linkedin.com/in/andstarr/ LinkedIn: https://www.linkedin.com/in/michael-lowry-394b177a/ 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, Caitlin Bricker speaks with Fane He and Kyle Nguyen, co-founders of The Lucky Ox, a Vietnamese-inspired beverage company. They share the story behind their flagship salted lemonade, the cultural roots and personal meaning behind the brand, and how their backgrounds in fashion and design have shaped a product that stands out both on shelves and online.From launching with glass bottles and navigating DTC logistics, to building a wholesale business one account at a time—often hand-delivering orders across New York City—Fane and Kyle discuss the challenges and unexpected wins of growing a beverage brand with limited resources but unlimited creativity.They also explore how The Lucky Ox is resonating across diverse culinary spaces and why authenticity has been their strongest differentiator.So, what are you waiting for–listen now!Listen in as they share about:Authenticity Over Trend-ChasingUnique Brand Identity & DesignBootstrapped Hustle & Grassroots GrowthDistribution & DTC ChallengesRetail and Sales StrategyMentorship and Startup CPG SupportCommunity, Mentorship, and Startup CPGEpisode Links:Website: https://luckyox.co/ LinkedIn: https://www.linkedin.com/in/fane-he/ 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 Alicia Nelson, Sales and Customer Operations Manager at So Good So You, and Emily Curran of SPS Commerce to explore the essential role of Sales Operations in driving operational efficiency and scalability for growing CPG brands.Alicia provides a detailed look into how her team manages day-to-day execution—coordinating orders, logistics, and customer communications—and how cross-functional collaboration is critical to delivering products on time and in full. She also discusses the evolution of her role as the company scaled, the systems that support their operations (including Fishbowl and EDI solutions from SPS Commerce), and the strategic importance of effective communication across teams and partners.Emily shares additional perspective from her work with brands of all sizes, highlighting best practices in implementing EDI, the value of automation, and how to build scalable processes that adapt to increasing complexity.This episode offers valuable insights for founders, operators, and sales teams looking to establish or refine their sales operations infrastructure as they grow.🎧 Listen now to learn how to build a resilient and responsive Sales Ops function that supports sustainable growth.Listen in as they share about:Sales Operations Role & ImportanceDaily Responsibilities of Sales OpsImportance of EDI and SystemsWhen to Establish Sales OpsSkills Needed in Sales OpsKPIs and Success MetricsBalancing Automation with Human ExpertiseEpisode Links:Website: https://www.spscommerce.com/ LinkedIn: https://www.linkedin.com/in/emily-curran-05170825/ Website: https://sogoodsoyou.com/ LinkedIn: http://www.linkedin.com/in/alicia-nelson-278b1baDon'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, Grace Kennedy speaks with Grace Mittl, co-founder of Absurd Snacks, a brand focusing on allergen-friendly snacking. Grace Mittl shares how a college entrepreneurship course sparked the creation of Absurd Snacks, originally inspired by a classmate’s dietary restrictions. What began as roasted chickpeas in a dorm kitchen has evolved into a fast-growing company offering protein-rich, allergen-free snack mixes.They explore key milestones in the company’s growth—from navigating the challenges of allergen-free manufacturing and scaling production, to launching on Amazon and building a strong retail presence with partners like Whole Foods Market, Kroger, and Publix.Grace also reflects on the importance of mentorship, community engagement, and staying transparent as a young founder in the consumer packaged goods space.Listen in for practical insights into launching a purpose-driven brand, and learn how Absurd Snacks is reshaping the future of inclusive snacking.Listen in as they share about:Product DevelopmentManufacturing ChallengesRetail & E-commerce StrategyGo-To-Market StrategyMarketing & Community BuildingFunding & GrowthTeam & SupportBiggest Lessons & AdviceEpisode Links:Website: absurdsnacks.com LinkedIn: https://www.linkedin.com/in/gracemittl/ 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, Daniel Scharff is joined by Erik Muller and Daria Jackson of The FruitGuys, a purpose-driven company providing fresh fruit and clean-label snacks to offices, schools, and organizations across the country.Erik shares insights from FruitGuys’ 27-year journey, highlighting its mission to nourish communities, support sustainable agriculture, and create meaningful workplace experiences. Daria, the Snack Category Manager, discusses how she curates their growing CPG assortment, current trends shaping workplace snacking, and what she looks for when partnering with emerging brands.This conversation covers everything from the evolution of office snack programs to practical advice for brands looking to break into corporate wellness spaces. You will gain valuable perspective on what it takes to build a lasting, values-driven food business—and how to get products in front of the right audiences.Don't miss this episode–tune in now!Listen in as they share about:The FruitGuys OverviewCompany Mission and ValuesBusiness Scope and OperationsProduct Strategy & CPG Snack ProgramCustomer Use CasesTrends & Buyer InsightsHow to Work with Fruit GuysOpportunities for BrandsEpisode Links:LinkedIn: https://www.linkedin.com/company/the-fruitguys/posts/?feedView=all LinkedIn: https://www.linkedin.com/in/herrmuller/ LinkedIn: https://www.linkedin.com/in/daria-jackson-44360a136/ 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, Daniel Scharff shares an exciting new opportunity for emerging CPG brands: the Startup CPG Innovation Section at the upcoming UNFI Selling Shows. For the first time ever, Startup CPG is partnering with UNFI to showcase innovative brands not yet working with the distributor — offering 10 free tabletop spots at their July shows in Las Vegas (July 15–17) and Mohegan Sun (July 29–31).Daniel explains why this opportunity is a game-changer, highlighting the exclusive access to top retailers and UNFI team members, and how distributor account managers can play a critical role in brand success. He also shares personal insights from his own experience exhibiting at these shows and building vital industry connections.🗓️ Application deadline: June 10 at 8:00 AM👉 If you're a CPG brand not currently in UNFI’s distribution centers, don’t miss this chance to get in front of key industry decision-makers.To learn more and apply, check out details in the Startup CPG slack (sign up at startupcpg.com)Listen in as they share about:Partnership AnnouncementEvent DetailsWest/Central Show (Las Vegas)East Show (Mohegan Sun)Opportunity for New BrandsFree Tabletop SpacesRetailer ExposureStrategic AdvantageHow to ApplyDon'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, Grace Kennedy speaks with Dina DiCenso, co-founder of RIND, an innovative vegan cheese company based in Brooklyn, New York. Dina shares RIND’s journey from homemade recipes to national retail shelves and fine dining establishments—including a notable appearance at the White House.They explore the brand's proprietary fermentation techniques, the challenges and advantages of bootstrapping in a competitive category, and the strategic growth of their two lines: RIND and Veggie Underground.Dina also offers valuable insights into retail expansion, foodservice strategy, and the evolving landscape of plant-based dairy alternatives.Tune in now!Listen in as they share about:Mission and MotivationProduct DevelopmentBootstrapped vs Self-FundingBusiness Growth and ChallengesMarket Trends & Industry InsightRetail and DistributionMarketing and Consumer EducationEpisode Links:Website: https://www.rind.nyc/ LinkedIn: https://www.linkedin.com/in/dinadicenso/ 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 Grace'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 Janice Greenwald, a seasoned marketing leader with over two decades of experience spanning Unilever, Sabra, and numerous natural food startups. Janice shares her expert perspective on what truly drives success in CPG marketing, introducing her expanded “C’s and P’s” framework and offering actionable insights for early-stage brands.They cover key topics including defining a compelling value proposition, conducting consumer research on a budget, evaluating product-market fit, optimizing packaging for shelf impact, and selecting the right creative partners. Janice also shares best practices for executing high-ROI tactics like retail media, demos, and digital couponing to drive velocity.Whether you’re launching a new brand or scaling an existing one, this episode offers clear, strategic guidance to help your product stand out in a crowded market. Listen now!Grassroots Marketing Demos: https://calendly.com/grassrootsmarketing/grassroots-x-startupcpg-intro-callJanice's Cs and Ps:Consumer – Who is your product for, and what real problem are you solving?Customer (Retailer) – You must show how your product will grow their categoryCategory – You’re not just selling a product; you’re helping drive category incrementalityCompetition – Understand the landscape and how your brand stands outProduct – Is it actually delivering on a relevant insight or need?Pricing – Must reflect your value proposition, margin goals, and consumer expectationsPackaging – Your single best marketing tool in-store—must break throughPlacement – Should be a joint effort with sales to get the best in-store visibility at the right retailers (or channels)Promotion – Covers everything you’ll do to move product off the shelfListen in as they share about:Marketing for CPG BrandsMarketing Framework: Cs & PsProduct-Market Fit & RepositioningBrand Audits and Course CorrectionDriving Velocity: Practical TacticsMarketing Spend and ROI-Driven TacticsResearch & ValidationChoosing a Design PartnerEpisode Links:LinkedIn: https://www.linkedin.com/in/janice-greenwald-marketing-consultant/ 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