The Startup CPG Podcast

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgEver wondered how successful CPG brands navigate the complex world of retail? Struggling to find your way from premium anchor accounts to negotiating with major retailers? Look no further! In this episode of Startup CPG Podcast, we're joined by Aaron Barnholt, President of Cultivate CPG, sharing his strategies from his extensive experience in launching brands like the CPG’s individual entrepreneurs.If you've ever felt the challenges of building momentum, choosing the right broker, or adapting to retailer requirements, consider this episode your solution.From targeting premium anchor accounts to navigating negotiations with major retailers, this episode offers actionable insights for entrepreneurs at every stage and concise guide to long-term success in the competitive CPG landscape.Listen in as Aaron shares about:-Grocery Industry Expertise-Cultivate CPG's Approach-Navigating Retail Strategies-Story and Product Differentiation-Building Momentum-Choosing the Right Broker-Adapting to Retailer RequirementsEpisode Links:Aaron’s WebsiteAaron on LinkedInDon'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 (15K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgThis episode was sponsored by Strategy Maven Agency. Go to strategymavenagency.com In this episode of the Startup CPG podcast with Daniel Scharff featuring Emily Griffith, founder of Lil Bucks, and Luke Peterson from A-Frame Farm, delve into their mission to make America fall in love with buckwheat and improve diets and soil health. Discover the wonders of regenerative organic certified buckwheat products and the principles of soil health in regenerative farming. They share their early education on organic farming, the versatile uses of buckwheat, and the importance of a direct relationship with ingredient suppliers for transparency. Don't miss out on the taste and health benefits that buckwheat brings to the table. Tune in now!Listen in as Emily & Luke share about:-Origins of the Partnership -Buckwheat's Superpowers -Regenerative Farming-Direct Relationships Matter-Targeting Consumer Trends-Beyond Tradition-Consumer InsightsEpisode Links:Emily’s WebsiteEmily’s InstagramLuke;s WebsiteLuke;s InstagramDon'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 (15K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software hereStrategy Maven Agency Link:Visit www.strategymavenagency.com and mention “Startup CPG” for a free account audit! Find co-founders Amy Hage or Brittney Trahan in the Start-up CPG slack channel.

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgIn this episode of the Startup CPG podcast with Daniel Scharff featuring Matt Levine, the founder of Chlorophyll Water, he recounts the journey of transforming a unique product idea into a major success. Matt discusses the genesis of Chlorophyll Water, emphasizing the importance of proactivity and relationship-building in a competitive market. The entrepreneur's scrappy approach to brand growth, centered on profitability and effective marketing through platforms like LinkedIn and RangeMe, is highlighted as he navigates challenges and secures prime spots in major outlets.Join us together with Matt Levine in this insightful podcast episode as he shares the remarkable journey of turning a unique product idea into a major success, emphasizing proactive sales strategies, scrappy brand growth, and the pivotal role of relationships with retailers and distributors in securing prime spots in major outlets.Ready to take your business to the next level? Hit play now and absorb the Chlorophyll Water success story firsthand!Listen in as Matt shares about:- Origins and Inspiration of Chlorophyll Water- Strategic Market Entry- Collaborations and Partnerships- Sustainable Growth Philosophy- Effective Sales Strategies- Marketing Focus- Product Strategy- Consumer EngagementEpisode Links:Matt Levine’s WebsiteMatt Levine’s LinkedInDon'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 (15K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgIn this episode of the Startup CPG podcast, Daniel Scharff sits down with Myles Powell, the founder of Myles Comfort Food. Myles Comfort Foods is a clean, premium comfort food brand elevating the landscape of frozen foods through the marriage of quality and clean convenience that the modern day consumer is seeking in grocery. Join us as we dive into Myles' inspiring journey, exploring topics like rebranding, fundraising, and the strategies that led to the successful launch of Myles Comfort Foods on Target shelves.Listen in as Myles’ share about:-Rebranding-Leveraging Data in your Brand Story-Successful fundraising strategies-Target Placements-Leveraging Endorsements-Gathering Organic Surveys-Product Innovation and Feedback-Seeking Support and CollaborationEpisode Links:Myles WebsiteMyles on InstagramMentioned: NIQ’s Byzzer, Jenna CameronDon'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 (15K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

Welcome to the Startup CPG Podcast! I’m Jessi Freitag and it’s been my pleasure to be your host for Season 3 of the show since August 2021. It’s now time for me to introduce you to your new host for Season 4 of the show, Daniel Scharff. Many of you already know Daniel as he’s the founder of Startup CPG and has been hosting webinars, in-person events, and back in the day, lots of Clubhouse sessions for the community. He's extremely active in the CPG community and has deep CPG experience, so I'm really excited for you to meet him today and get excited for the start of Season 4 next Tuesday!Episode Links:Daniel's LinkedInFind Daniel in the Slack at "Daniel Scharff / Startup CPG"Jessi Freitag's Linkedin or websiteJessi's favorite moments from Season 3 rounded up in Episode 100Show 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 (16K+ members and growing!)Follow @startupcpgQuestions or ideas for Season 4? Email [email protected] music by Super Fantastics

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Floret. Go to tryfloret.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgYou know what that sound means - we had another member of the Startup CPG community on Shark Tank! And this time it was previous podcast guests Mafe Romer & Coco Cabezas from TOAST-IT! They join us today to tell us all the details about their Season 15, Episode 2 episode of Shark Tank that aired recently on October 6th. TOAST-IT makes delicious Latin staples, including arepas, that toast up to perfection in under 10 minutes. When Coco and Mafe were on the show back in June 2022, we talked more about their backgrounds, origin story, how they got into Publix, and more, so I’ve linked that episode in the show notes as well.Listen in today as Mafe & Coco share about:The application process to Shark Tank and behind the scenes of taping the showWhat it was like to negotiate live with deals on the table from Kevin O’Leary and Daniel Lubetzky and why they went with the $150,000 investment for 20% equity with DanielHow they prepped for the airing of the show and the story of Mafe being 5 months pregnant while taping the show and then welcoming her baby the same week the episode aired!The consumer and retailer response to the episode airingTheir tips for brands interested in being on Shark Tank or who are pitching to the Sharks soonAnd more!I also want to let you know that this is the last episode of Season 3! Feel free to skip ahead 30 seconds to get to the interview, but I wanted to say thank you for those of you that have joined me as listeners, guests, and supporters for Season 3 of the show over the past 2+ years. It means the world to me and it’s been an honor to be your host. Season 4 starts next week with your new host, Daniel Scharff, the founder of Startup CPG, so stay tuned!Now let’s hear from Coco & Mafe.Episode Links:TOAST-IT website & IG @toastitfoodsCoco’s LinkedIn & Mafe’s LinkedInWatch Season 15, Episode 2 to see the pitch!Mentions: Camino Partners, NopaleraOur other Startup CPG Podcast episode with Coco & Mafe from June 2022: Data-first, customer-focused, and expanding into PublixShow 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 (16K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or ideas for Season 4? Email [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereFloret Links:Sign up here for a free 2023 deductions auditCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Floret. Go to tryfloret.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgWe have a really special episode today - Seth Goldman is back on the show! Over the past couple of years, Seth has come on the show a number of times for what we called the Pure Gold Series to talk field marketing, sustainability, trade shows, and even an “Ask Seth Anything.” I’ll link a playlist in the show notes with all our episodes with Seth because they are all so fun, full of wisdom, and were very popular. Seth is Co-Founder and Chief Change Agent of Eat the Change®. Seth is also the Co-Founder of PLNT Burger (which was just named in the top 10 restaurants for vegans by USA Today), Honest Tea, and Chair of the board of Beyond Meat. Last time Seth was on the show, Eat the Change had just launched Just Ice Tea and now the teas are available in over 5,000 stores, which I’m especially grateful for since I LOVE the berry hibiscus tea and want to be able to buy it everywhere. It was so fun to have Seth back on the show to catch us all up!Listen in as Seth shares about:Just Ice Tea’s fast growth and how the experience compares to growing Honest TeaEat the Change’s team setup and the importance of good partnersHow trade spend and field marketing support Just Ice Tea growing in storesUpdating the packaging on Cosmic Chews to better connect with consumersHow the team decided to discontinue Eat the Change’s first product, mushroom jerkyEat the Change’s recent $14M raise & the 10 year anniversary of Seth and Barry’s graphic novel Mission in a BottleAnd more!Make sure to stay until the very end because Seth drops great insights on leadership and mental health and how to prioritize as an entrepreneur pulled in so many different directions.Episode Links:Pure Gold series playlistEat the Change’s websiteSeth’s book - Mission in a BottleSeth’s LinkedInJust Ice Tea Instagram reel mentioned by JessiMentions: Big Geyser, Canada Dry LansingShow 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 (16K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereFloret Links:Sign up here for a free 2023 deductions auditCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Floret. Go to tryfloret.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgI’m so excited to have our friends at Social Nature back on the show! Today we get to chat with Annalea Krebs, founder and CEO of Social Nature, an all-in-one shopper marketing platform powered by 1 million natural shoppers. Because Social Nature has access to so much great data about natural shoppers, we’ve learned a ton here on the show from them about key trends in natural shopping and who the modern wellness consumer is. I’ve linked in the show notes our other episodes with Social Nature because they are jam packed with knowledge and always very popular. I’m really excited today to explore Social Nature’s new rebate program and what that means for brands driving trial at specific retailers, and I asked Annalea to come with updates on key trends they are seeing in their community, which are really fascinating.Listen in as Annalea shares about:Current top health goals for shoppersTrends on where people are shopping from, including the breakdown on large scale retailers and natural retailersTop product attributes shoppers are looking forSocial Nature’s recent B-corp certification and what that meansSocial Nature’s new rebate model and how it helps brands drive trial at retail faster and with more dataTips for making the most out of an in-store marketing campaignAnd more!Social Nature is a proud sponsor of Startup CPG.Episode Links:Social Nature websiteAnnalea’s LinkedInJoin the Social Nature community as a consumer hereAs a CPG Brand, learn more about Social Nature’s programs here or contact their team at [email protected]: Olipop, GoPuff, NotCo NotMilk, Primal KitchenLearn from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)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 (15K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereFloret Links:Sign up here for a free 2023 deductions auditCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Floret. Go to tryfloret.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgToday I’m excited to feature another of the backpack brand winners from Startup CPG’s Mic Drop party at Expo East: Crooked Owl! Crooked Owl is the first probiotic, shelf stable, 5% ABV tepache brand on the market. They are also a member of 1% for the Planet. Through this partnership, they contribute one percent of profits to support underserved communities and sustainable agriculture practices in Mexico. We’re joined today by founders Cam Bailey & Dave Bailey. Mic Drop attendees loved Crooked Owl’s products, so I’m excited for you to learn more.Listen in as Cam & Dave share about:How they got started brewing tepacheTheir branding processTips for navigating the highly regulated alcohol industryTheir Mic Drop / Expo East experienceAnd more!Episode Links:Crooked Owl websiteCam’s LinkedInDave’s LinkedInMentions: Liquid DataShow 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 (15K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereFloret Links:Sign up here for a free 2023 deductions auditCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgToday I’m excited to feature one of the backpack brand winners from Startup CPG’s Mic Drop party at Expo East: Neeshi! Neeshi makes naturally nourishing and hormone balancing treats for menstruation through menopause. We’re joined today by founder Gita Vellanki. The Startup CPG team loves Neeshi’s products and so did Mic Drop attendees, so I can’t wait for you to learn more.Listen in as Gita shares about:How Neeshi got started from branding to packaging to recipes to how Neeshi’s products have helped her and her family and now so many othersHer experience with SKUStarting in retail with Celery RetailHow she’s grown Neeshi’s subscribersWhat’s next for NeeshiAnd more!Episode Links:Neeshi websiteGita’s LinkedInShow 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 (15K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgI’m so excited today to learn from Twrl Milk Tea, a long time and very active member of the Startup CPG Community! We’re joined by co-founder Olivia Chen, and Twrl was recently a Shelfies finalist for their Ube milk tea. Twrl Milk Tea makes the world’s first canned milk tea made with pea milk and single-origin, non-GMO, organic tea, and they also make chewy cafe style boba toppings, which are the new sprinkles! Twrl is women & minority owned, and they were recently certified as a women-owned business by Women's Business Enterprise National Council. Twrl launched in 2021 and has accomplished so much in the last couple years that I can’t wait to dig into.Listen in as Olivia shares about:How Twrl got started and behind the scenes of starting a new categoryTheir recent retail launches with Central Market, Wegman’s, and in just a week, nationwide with Sprouts, and tips for standing out to retailersTwrl’s marketing, press, and event strategies and how they leverage unique moments like Pop Up Grocer and getting an advertisement in New York City’s Times SquareTheir test with Costco and tips for testing your team’s infrastructure and evaluating retail opportunitiesAnd more!Episode Links:Twrl Milk Tea websiteTwrl’s Cookbook Zine: Boba is the New SprinkleOlivia’s LinkedInShow 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 (15K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgWe’re bringing you an episode from the archives today while I’m on vacation - so many listeners loved this episode from February because Sandra gives such practical and actionable advice and such honest insights into topics like Shark Tank and fundraising that are so hard to find. Since this episode released, Nopalera has released their Dulce de Cuerpo products, a cactus shower gel and cactus cream in beautiful aluminum bottles, their body scrub was voted #1 by People magazine, and they’ve launched a pop up store in Silver Lake in Los Angeles that’s open until December 5, 2023 (be sure to visit if you are in LA!), and those are just a few highlights! This was one of my favorite episodes, so I wanted to bring it back and give those of you who hadn't had a chance to listen to this one to give it a listen now and I hope you enjoy. Let me know what you think and I'll see you next week.I love that I get to bring you more Shark Tank content so soon, and with one of my favorite people. Today’s guest is Sandra Velasquez, the CEO & Founder of Nopalera, and a very early member of the Startup CPG community. Nopalera creates Mexican botanicals for bath & body, and as you’ll hear, have become a staple in my life. Sandra appeared on Shark Tank last month during Season 14, Episode 12, and I’m so glad she agreed to come on the show and share the details with us. You don’t need to pre-watch the episode to enjoy the conversation, but I definitely recommend tuning in to watch Sandra’s incredible pitch and how she gracefully received and ultimately turned down two offers from the Sharks. Nopalera also recently closed a fundraising round of $2.7 million unrelated to Shark Tank!Listen in as Sandra shares about:The process of applying to Shark Tank and preparing to air from the opening pitch to outfit vettingHow eerily quiet the time in the Tank isSandra’s affirmations and prep going into the TankHow her team prepped for consumer demand and the real numbers from Amazon and their website after airing (Sandra really gives us the nitty gritty details and I love it!)The process of raising $2.7 million including valuation work and legal fees to expectHow Sandra developed a fundraising network from scratchWhat’s next at NopaleraAnd more!You also may notice our intro music is a little different, I wanted to feature a song from Sandra’s band, Pistolera - this is "Nuevos Ojos", which was featured in Season 4, Episode 12 of the show Breaking Bad.Episode Links:Nopalera website & IG/TicTok handle @nopalera.coSandra’s LinkedInThe Nopalera Podcast (recent episode about the new popup store & products here)Link to Season 14, Episode 12 of Shark TankMitú article: "Why Nopalera CEO Sandra Velasquez Chose To Decline Two ‘Shark Tank’ Deals"Other Startup CPG Shark Tank episodes: #77 Making a deal on Shark Tank with wildwonder's Rosa Li, #57 Shark Tank, Sea Moss, and an Ocean of Potential with Alexiou GibsonBrand mentions: Luna Magic, Liquid DeathShow 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 (15K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgIt’s Expo East recap time! New Hope Network announced on the opening day of this year’s Expo East that it would be last Expo East after nearly four decades. There will be a new format next August called Newtopia Now, which will discuss a little in the episode. Whether you weren’t able to attend Expo and are hoping to learn what is was like or if you attended but want to hear the trends and takeaways, this episode has something for you. I asked our resident Startup CPG friend and press expert Monica Watrous, Managing Editor of Food Business News & Editor of Food Entrepreneur to join us today, along with Patricia Menegoto, Startup CPG’s Head of Community & Kiki Huddleston, our Startup CPG Social Media Manager. Listen in as we discuss favorite bites and sips, trends, the new Startup CPG section at Expo East sponsored by Nielsen IQ, the Backpack Brands from the epic Startup CPG Mic Drop Party, and more.Episode Links:Food Business News article by Monica: Startup CPG to showcase early-stage brands at Expo EastFood Business News article by Monica: Three trends at Natural Products Expo EastMonica Watrous LinkedIn, Food Business News, Food EntrepreneurKiki Huddleston LinkedInPatricia Menegoto LinkedInMentions: Blue Zones Kitchen, Newtopia Now, Must Love, Bundle x Joy, Mocktail Club, hey freya, Hazelicious, Growee Foods, Pricklee, Seedly, Better Sour, Neeshi, Crooked Owl, S’NOODS, Halmi, Pedestrian Project, Journ, Chutni Punch, Soom, Mocktail Club, Blobs, Geem, Snoods, Reprised Health, Root Foods, Blobs, Moss, Fila Manila, Paro, Bollygood, Pzaz, Journ, Treehouse Naturals, Freshly, Must Love, Sweet TahiniShow 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 (15K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super FantasticsGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here. RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson here

Today’s episode is a special recording of our first LinkedIn LIVE podcast episode where we announced the winners of the third annual Startup CPG Shelfies Awards! Thank you to those of you who joined live - we had so much fun! You’ll hear the voices of Startup CPG’s founder Daniel Scharff, Patricia Menegoto, Startup CPG’s Head of Marketing & Community, Jenna Movsowitz, Startup CPG’s Spotlight Magazine Managing Editor, and of course my voice. Plus, special guests presenting the branding award Kirk Visola and Andy Kurtts. If you are listening to this before October 5th, you still have time to sign up for our in-person celebrations in New York City and Los Angeles, which I’ll link in the show notes or that can be found on Startup CPG’s Eventbrite page. Also, make sure to check out the special edition of the Spotlight Magazine that highlights all of the incredible finalists and winners (and that you can build your own shopping list from). Thanks for joining us in celebrating our incredible Shelfies applicants, finalists, and winners! And thank you to Floret for sponsoring this year’s awards!Episode Links:Shelfies Award sponsor FloretSpecial Shelfies Edition of the Startup CPG magazineNYC Shelfies PartyLA Shelfies PartyWinners mentioned: Viv - Viv Cup, Pedestrian Project - Walker’s Cream, Journ - Kauai Color Corrector, Funk It Wellness - Cycle Bites, All Phenoms - Defense blend, Exeer - Mint Soother, Kinship Milk Tea - Earl Grey Milk tea, Whist - Lychee, Absurd Snacks - Rockin’ Rosemary Sea Salt, Better Sour - Pomegranate Tangy, Goddess Mousse - Vegan Raspberry Chocolate Mousse, House of Kajaana - Cauliflower Tikka Masala, NoBull - Original, Seeductive Foods - Marinated Feta, Full of Beans Kitchen - Pancake & Waffle Mix, One Trick Pony - Kinda Crunchy Peanut Butter, Desert Dust - Original Desert Dust, Sideyard Shrubs - Strawberry-Infused Vinegar, Begin Health - Growing Up Prebiotics, Open Eye - Masala Chai, Petaluma - Roasted Peanut Butter & Sweet Potato Baked Food, Geez LouiseThis episode was sponsored by Settle. Go to https://www.settle.com/gostartupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgSettle Links:Settle websiteTake the Settle Bill Pay for a spin hereGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.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 (15K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

It’s tough getting buyers’ attention, let alone getting them all the information they need to review your product. In 2014, a fellow emerging CPG brand founder realized there had to be a better way for startups and innovators to get discovered by buyers in the CPG industry. Nicky Jackson created the platform RangeMe to solve that problem and today RangeMe is the leading product discovery and sourcing platform with over 15,000 buyers. Retailers like Thrive Market, Albertsons, and many others handle all their new product submissions through RangeMe now. Today we’re joined by founder Nicky and by Vir Satyan, RangeMe’s SVP of Supplier Success to go through how our community brands can best leverage RangeMe as a platform. RangeMe and Startup CPG have also partnered to offer an exclusive discount for our community members on a premium RangeMe subscription, with an option to secure guaranteed meetings, and we’ll share all the details in the episode and the link to take advantage of the offer is in the show notes.Listen in as Nicky & Vir share about:RangeMe’s founding story from Nicky’s big CPG background to starting her own emerging brand to then starting a platformWhich retailers use RangeMe and how they use itHow emerging brands find the most success on the platformIdeas for using RangeMe prior to and after a trade show like ExpoHow RangeMe can help with distributor relationships and channels beyond grocery like foodserviceWays that buyer behavior on RangeMe has changed since the pandemicDetails on the Startup CPG & RangeMe partnership, which includes face-to-face buyer meetingsHow ECRM shows work and how they are different from other trade showsAnd more!This episode is sponsored by RangeMe. Go to https://www.rangeme.com/landing-page/StartupCPGThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgThis episode was sponsored by Settle. Go to https://www.settle.com/gostartupcpgEpisode Links:RangeMe websiteNicky’s LinkedInVir’s LinkedInBrands mentioned: Machu Picchu, MaazahGraphite Financial Links:Graphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Settle Links:Settle websiteTake the Settle Bill Pay for a spin hereShow Links:Join the Startup CPG Slack community (15K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

This week we're bringing you an episode from the archives, our most popular episode of all time that played this January of 2023 and was with Liquid Death. I got so many comments about this episode; I had so much fun during this episode, so I wanted to bring it back and give those of you who hadn't had a chance to listen to this one to give it a listen now and I hope you enjoy. Let me know what you think and we'll see you next week.I figured it was worth putting my soul on the line to bring you some behind the scenes content from one of the hottest brands in CPG. Just a few months ago in October 2022, Liquid Death Mountain Water closed a $70 million Series D round that valued the company at $700 million, their products are in over 60,000 retailers nationwide, they have over 160 employees, and they were only founded in 2018, so things are just getting started. Hamid Saify, Liquid Death’s SVP of Digital Retail, one of the company’s first hires and a long-time Slack community member, joins us today to dig into how he and the team at Liquid Death creates such incredible marketing and branding.Listen in as Hamid shares about:Liquid Death’s early days testing paid social ads, video content, copywriting, community-building, and choosing to focus on niches like action sports and heavy metalWhy their marketing is entertainment-led rather than product/feature-led - including some of Hamid’s favorite campaigns like one that included drawing Tony Hawk’s blood!?How starting with a focus on ecommerce helped their eventual retail expansionHow they’ve used Amazon DSP and why they’ve 10xed their investment in Amazon in the last year and a halfThe importance of bridging the physical and digital worlds and their work on Instacart, a new rewards program, and frequent merch dropsThe details behind joining their Country Club and how some people want their souls backHow Hamid and team noticed something magical happening in their reviews and used it as a community-building momentAnd so much more!This episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgThis episode was sponsored by Settle. Go to https://www.settle.com/gostartupcpgEpisode Links:Liquid Death’s website & IG & TikTok @liquiddeathHamid’s LinkedInThe Liquid Death Country ClubThe Time-Waster 5000Fastest-Growing Emerging Brands on Instacart 2022Companies mentioned: Pear Commerce, Tinuiti, OkendoGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Settle Links:Settle websiteTake the Settle Bill Pay for a spin hereShow Links:Join the Startup CPG Slack community (14K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Today we get to learn from an incredible marketing and customer experience expert and leader. Jess Cervellon is the Vice President of Customer Experience at Feastables, a DTC/B2B Customer & Brand Experience Consultant, and Co-host of Oopsie Podcast. If you aren’t familiar with Feastables, it’s the CPG brands of YouTube star Jimmy Donaldson, better known as Mr. Beast, who is the most subscribed individual in the world with 176 million subscribers on YouTube at the time of recording. His brand Feastables so far makes chocolate bars, cookies, and gummies (shoutout to Karl Gummies as my personal favorite) which are available online, in Walmart, and a growing list of other retailers. Jess has worked across high-growth DTC, eComm and SaaS companies for the last 12+ years and was the 4th hire at Feastables. We’re really going to dig into all things customer experience in this episode and Jess has lots of practical tips for small brands.Listen in as Jess shares about:Why customer experience or CX is important to start thinking about early at an emerging brandHow to leverage chat bots on your website and the behind-the-scenes of the Feastables chat botSMS trends and how to interact with your customers through SMSThe pros and cons of outsourcing customer service and how to leverage technology as your own army of customer success reps and salespeopleConnecting DTC with retail and how Feastables leveraged their community during the Walmart National launchStories from the field, including Jess’ personal number getting leaked to the Mr Beast audienceAnd more!This episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgThis episode was sponsored by Settle. Go to https://www.settle.com/gostartupcpgEpisode Links:Jess’ website & LinkedInFeastables’ website & Mr. Beast’s YouTubeJess on MentorPassOopsie Podcast hosted by Zoe Kahn & JessSignup for Jess’ newsletter, Sunday Postcards1-800-DTC article about Feastables featuring JessMentions: Intercom, Kustomer (CRM), Zendesk, Gorgias, Hubspot, Certainly (bot), Sendlane, Klaviyo, Postscript, Attentive, Oat Haus, Mid-Day Squares Graphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Settle Links:Settle websiteTake the Settle Bill Pay for a spin hereShow Links:Join the Startup CPG Slack community (14K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

It’s awards season! Well at least here at Startup CPG it is. If you aren't aware, we have our very own annual industry award competition at Startup CPG, and this year is the Third Annual Shelfies Awards, proudly sponsored by Floret, where we recognized the most promising emerging CPG brands. Startup CPG wanted to create opportunities for industry recognition with no entry fee, no essays, and only for emerging brands. This year the categories expanded beyond food, beverage, and supplements to include pet, beauty, and health products, and we received over 600 submissions that have been narrowed down to 76 finalists across 21 categories. I thought it would be fun to have the two main judges and coordinators behind the Shelfies on the show to talk about trends and some of the finalists. You may know the names and voices of Patricia Menegoto, Startup CPG’s Head of Marketing & Community & Jenna Movsowitz, our Startup CPG Spotlight Magazine Managing Editor. We didn't have time to discuss every finalist, even though we love them all so much, so I've linked in the show notes the latest magazine edition with all the finalist brands you'll be wanting to try and celebrate. We’d love for you to join the LinkedIn live awards ceremony in a few weeks on September 28, 2023; you can find the link in the show notes or on our Startup CPG LinkedIn page. Also, a fair number of the brands mentioned today are either backpack or innovation brands at Expo East, so if you are headed to Philadelphia, be sure to stop by to try for yourself. There will also be a Shelfies celebration meetup in LA in October and details will be in Slack and the newsletter soon. Now let’s talk Shelfies!Episode Links:Startup CPG Spotlight Magazine: Frozen Edition & Shelfie FinalistsAttend the Shelfies Awards Ceremony on LinkedIn Live on September 28, 2023Shelfies Award sponsor FloretJenna’s LinkedInPatricia’s LinkedInStartup CPG Pet Judges Video on InstagramMentions: Toum by Saha, Sohha Savory, Culture Kitchn Kombucha, Pedestrian Project, Daybird, Jaded CBD, Bonny, Funk It Wellness, Tend Prenatal, Recoup Wellness, Twrl Milk Tea, Hooch Booch, Immorel, Krushwell, Thrive Market, House of Kajaana, Kula, NoBull, Something Sweet, Kind Roots, Ghost Town Oats, Seeductive Foods, Rebel Cheese, Goddess Mousse, Full of Beans Kitchen, Better Sour, Bundle & Joy, Petaluma, A Better Treat, Homescape PetsThis episode was sponsored by Settle. Go to https://www.settle.com/startupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgSettle Links:Settle websiteFind out your Settle financing power hereGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Show Links:Join the Startup CPG Slack community (14K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Last time we talked about equity crowdfunding on the show, many of you let me know that you wanted more equity crowdfunding content. When I saw that Ghost Town Oats had launched their second Wefunder campaign, I thought it would be a great opportunity for us to talk more about equity crowdfunding and to introduce you to Ghost Town Oats if you aren’t familiar. Ghost Town Oats is the first Black-owned, queer-owned, barista-owned oat milk company. Ghost Town Oats was developed by three baristas, Michelle R. Johnson, Eric Grimm, and Ezra Baker, who were a part of oat milk’s initial rise to fame in some of the first shops to carry it. Having been unpaid ambassadors while also seeing its marketability skew towards the upper economic class of society, it was time to flip the script: make a premium oat milk of their own and create a brand that appealed to a broader audience. They formulated Ghost Town Oats for incredible taste, steaming capability, and versatility, and the reviews are in: it’s a hit! They reached $1 million in revenue 10 months after launch, they’ve already produced over 1 million units of oat milk, and they are already carried in over 500 coffee shops. Our guest today is Ghost Town’s Chief Product Officer and Co-Founder Ezra Baker.Listen in as Ezra shares about:How Ghost Town Oats got started during the pandemicTheir first Wefunder equity crowdfunding campaign in 2022 where they raised over $210,000 from almost 500 investors in less than a week and NBA all-star Jimmy Butler was a lead investorTheir second and currently ongoing Wefunder campaign, from what they learned from the first campaign to how it works to set up a campaignHow they distribute to 500+ coffee shops and what’s next for Ghost Town in the foodservice channelFirst hires for Ghost Town and how they plan ahead for their next hiresPress opportunities like Good Morning AmericaAnd moreGet your ticket to the Expo East Mic Drop party for a chance to win a spot on the podcast: https://tinyurl.com/4nafz284This episode was sponsored by Settle. Go to https://www.settle.com/startupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgEpisode Links:Ghost Town Oats websiteCurrent Ghost Town Oats Wefunder campaignOrder Ghost Town Oats on DayglowNo Free Refills PodcastEzra’s LinkedInMentions: Tetra Pak, Shoreline, Go Get Em Tiger, CBC Specialty Beverage, Stan’s Donuts, Dom's Kitchen & Market, Cafe Grumpy, Saveur, Prosperity Market, Black Market FleaMic Drop Party at Expo East Giveaway:Enter the giveaway to win a spot on this podcast and The Dish by buying your ticket to the Mic Drop party in Philadelphia on September 21, 2023 hereNote: Giveaway only available to CPG brands and must be present at party in-person to win. If you already bought a ticket, you’ve automatically been entered!Settle Links:Settle websiteFind out your Settle financing power hereGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Show Links:Join the Startup CPG Slack community (14K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

I’m so excited to introduce you to today’s guest and for the chance to feature an incredible organization everyone in CPG should know about, Project Potluck. Kathleen Casanova is the Founding Executive Director of Project Potluck, which is the largest professional community inclusively for People of Color (POC) in CPG. People of Color face systemic barriers to accessing social, human, and financial capital. As a result, today’s CPG industry is not representative of the US population or the consumers that support and purchase products, especially natural and organic products. Currently, 40% of the US population are POC but only 16% of leadership teams in CPG Natural Products are POC. Project Potluck is empowering People of Color to build successful companies and careers in the CPG Industry. If you are a Person of Color, this episode will introduce you to Project Potluck as a resource. If you are not, this episode will introduce you to how to support the Project Potluck community and contribute to serving 1,000 People of Color in CPG, creating a more colorful CPG industry, and a more equitable society.Listen in as Kathleen shares about:How Project Potluck got startedResources and events available to membersHow people can support Project PotluckAnd more!Get your ticket to the Expo East Mic Drop party for a chance to win a spot on the podcast: https://tinyurl.com/4nafz284This episode was sponsored by Settle. Go to https://www.settle.com/startupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgEpisode Links:Project Potluck websiteKathleen’s LinkedInMic Drop Party at Expo East Giveaway:Enter the giveaway to win a spot on this podcast and The Dish by buying your ticket to the Mic Drop party in Philadelphia on September 21, 2023 hereNote: Giveaway only available to CPG brands and must be present at party in-person to win. If you already bought a ticket, you’ve automatically been entered!Settle Links:Settle websiteFind out your Settle financing power hereGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Show Links:Join the Startup CPG Slack community (14K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Today’s guests are active members of the Startup CPG community and were a crowd favorite Backpack Brand at Startup CPG’s Expo West Alley Rally! Hannah and Behzad Varamini are the co-founders of Tend, the first snackable, real food prenatal. They are reinventing multivitamins, replacing synthetic, hard-to-stomach pills and gummies with superior real food supplements for every stage of life - beginning with pregnancy. I loved getting to hear more about their story and am so excited for you to hear about their journey so far.Listen in as Hannah and Behzad shares about:The process of founding Tend and how Hannah’s prenatal pill experience paired with Behzad’s PhD background to create a new productHow they went from kitchen science project to commercialization and brandingTheir experience with accelerators including SKU and the Target Forward Founders AcceleratorHow they use qualitative and quantitative consumer dataTheir Expo West experiences and tips and what it was like to be a Backpack Brand at the Alley RallyThe experience of being married and co-foundersWhat’s next for TendAnd more!Get your ticket to the Expo East Mic Drop party for a chance to win a spot on the podcast: https://tinyurl.com/4nafz284This episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgThis episode was sponsored by Settle. Go to https://www.settle.com/startupcpgEpisode Links:Tend’s websiteHannah’s LinkedInBehzad’s LinkedInMic Drop Party at Expo East Giveaway:Enter the giveaway to win a spot on this podcast and The Dish by buying your ticket to the Mic Drop party in Philadelphia on September 21, 2023 hereNote: Giveaway only available to CPG brands and must be present at party in-person to win. If you already bought a ticket, you’ve automatically been entered!Graphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Settle Links:Settle websiteFind out your Settle financing power hereShow Links:Join the Startup CPG Slack community (14K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

I don’t always love talking about insurance, but I love talking about insurance with today’s guest, Danielle Holyoake, because I always learn so much and end up feeling more empowered with knowledge. Danielle, is the CRO and co-founder of Amelia Risk, a CPG insurance brokerage equipped to handle all lines of commercial insurance, and I actually met Danielle through the Startup CPG Slack back in 2021 when she helped me with an urgent insurance issue. Last year, in 2022, Danielle came on the show for a CPG insurance 101 level episode of Let's Demystify Insurance - How to navigate insurance in CPG, which is linked in the show notes and may be helpful to listen to before or after this episode, as it’s packed with really great information about general liability, product liability, recall, and worker’s comp insurance. Today we continue with our 100 level CPG insurance knowledge by focusing in on two areas of insurance that often get overlooked, but become super important as a CPG company scales: D&O or Directors & Officers insurance and stock throughput insurance, which come into play around conversations about fundraising and inventory respectively.This episode was sponsored by Amelia Risk.Listen in as Danielle shares about:Why D&O insurance comes up during fundraising and why it’s often a requirement of investorsWhen to start thinking about D&O insurance and what it coversWhy stock throughput insurance is important and surprising areas where your inventory may be unprotectedHow inventory is covered from an insurance perspective during freight transit, at 3PL warehouses, and why you might need insurance to protect itExamples of insurance claim and inventory loss scenarios when insurance can and cannot help, including spoilage, and temperature control issuesHow to find the right insurance broker and why choosing a broker before shopping for policies is importantAnd more!Get your ticket to the Expo East Mic Drop party for a chance to win a spot on the podcast: https://tinyurl.com/4nafz284This episode was sponsored by Kickfurther. Go to https://www.kickfurther.com/startupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgEpisode Links:Amelia Risk websiteDanielle’s LinkedInDanielle’s email: danielle [at] ameliarisk.comLink to our other episode with Danielle: Let's Demystify Insurance - How to navigate insurance in CPGMic Drop Party at Expo East Giveaway:Enter the giveaway to win a spot on this podcast and The Dish by buying your ticket to the Mic Drop party in Philadelphia on September 21, 2023 hereNote: Giveaway only available to CPG brands and must be present at party in-person to win. If you already bought a ticket, you’ve automatically been entered!Kickfurther Links:Kickfurther websiteSee how much inventory funding you qualify hereGraphite Financial Links:Graphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Show Links:Join the Startup CPG Slack community (14K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Making it to the 10 year mark as a food business is no small feat, and our friends at Soom Foods just passed their 10 year anniversary. Today we are joined by Soom’s CEO and co-founder, Amy Zitelman. Amy had just graduated from college when she and her sisters started Soom, and since then, her and her sister Jackie were on the Forbes 30 under 30 list, Soom has been featured by Forbes, Bon Appetit, and The New York Times, and they have grown into the trusted brand for tahini and tahini products. I met Amy at a Mental Health for Founders event that I hosted last year and was so impressed with her calm, steady wisdom, so I was so excited to share her insights with all of you in today’s conversation! Make sure to grab Soom products at your local Whole Foods and Sprouts and I’ve linked a great blog post in the show notes where Amy reflects further on 10 years at Soom.Listen in today as Amy shares about:Starting Soom with her three sistersWhy Soom focused on the foodservice channel for the first eight years and what it was like to get started and grow the restaurant channel within foodserviceLaunching nationally in Sprouts and Whole Foods in the past two years and how they prepared as a businessThe process of rebranding to prep for retailHow Amy navigated having 3 children while growing Soom and her tips for growing a family and a startup at the same timeWhat it’s look liked to grow Soom from a financial standpoint from a story that almost bankrupted the business to what it was like to raise outside funds for the first time in 2021How Soom has used EOS, or the Entrepreneurial Operating System to scale their team and build an accountability chartAmy’s tips for staying grounded amidst everythingAnd more!This episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgThis episode was sponsored by Kickfurther. Go to https://www.kickfurther.com/startupcpgEpisode Links:Soom website & IG @soomfoodsAmy’s LinkedIn10 Years of Soom blog postEntrepreneurial Operating System, Traction bookBrands mentioned: Pulp & Wire, Zahav RestaurantGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Kickfurther Links:Kickfurther websiteSee how much inventory funding you qualify hereShow Links:Join the Startup CPG Slack community (14K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Today’s episode is a celebration. A celebration of 100 episodes of The Startup CPG Podcast! Can you believe it? If you’ve been listening since the beginning, that’s amazing! If this is your first episode, that’s also amazing - welcome! I want to give a heartfelt thank you to each of you as listeners and to our incredible sponsors - you all have allowed us to keep the show going!I thought to commemorate the occasion, I’d share my top 100 moments on the podcast - just kidding, I’ll just share 10-ish things. From most used metaphors to most surprising stories to most actionable tips to fan favorite episodes, we’re going to count backwards to the #1 moment on the podcast so far. I also made a playlist in the shownotes of all the episodes mentioned in this roundup in case you want to check out the full conversations.I hope you enjoy and would love to hear from you - what’s your favorite episode or moment on the show? Send me a message on LinkedIn or in the Startup CPG slack (or post it to LinkedIn!). Also, just a quick note that it was incredibly difficult to narrow down this list of moments - there are so many incredible guests and episodes not in today’s roundup - I used a mix of download data + your feedback + my own memory to curate this.Enter the July 2023 podcast review giveaway by completing this form: https://tinyurl.com/28zyjr3eThis episode was sponsored by Shopify. Go to shopify.com/startupcpgThis episode was sponsored by Kickfurther. Go to https://www.kickfurther.com/startupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgEpisode Links:Playlist with all episodes mentioned#10 - The “Pure Gold Series” with Seth Goldman (4:10): From: #51 Pure Gold Series: Ask Seth Goldman Anything! Plus the Announcement of Just Ice Tea#9 - Unlikely Meetings (6:29): #57 Shark Tank, Sea Moss, and an Ocean of Potential with Alexiou Gibson#71 Building Content Creation Muscles - Behind Dream Pops’ Marketing with David Greenfeld (+ Nowhere Bakery)#8 - Shark Tank Moments (11:43): #80 From turning down Shark Tank offers to raising $2.7 million for Nopalera with Sandra Velasquez#77 Making a deal on Shark Tank with wildwonder's Rosa Li#7 - Marriage and Dating Fundraising Metaphors (14:41): #60 Venture Capital & Private Equity 101 with VMG Partners' Wayne Wu#68 How to Raise $10 Million: Fundraising Aura Bora Style with Paul Voge#6 - Early Episodes (17:33): How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk VisolaMove over coconut water - Pricklee cactus water brings health, happiness, & hydration#5 - Best Advice (23:43): #83 Trade Spend & Retail Promotions 101 with Jake Huber (+ Niramaya)#73 In-Store Demos 101: Building a Successful Demo Program (+ Funky Mello)#81 Meet the Press: Behind the scenes on media publishing with Monica Watrous at Food Business News#4 - Fan Favorites (28:03): #70 Angel Investing 101 with Marcia Dawood (+ Uproot Teas)#62 Affiliate & Influencer Marketing 101 with Kim Biddle#3 - Cold Outreach (31:24): #59 Welcome to the Oat Haus! Celebrity Collaboration, Sprouts Launch, and Mental Health with Ali Bonar#92 Behind the Dream [Pie] Collaboration of Ben & Jerry’s and Partake Foods with Marlo Giudice#2 - Authenticity behind the scenes (36:15): #47 Authenticity 101: Developing a clear & authentic brand identity at SOMOS with Miguel Leal#95 GT Dave - Founder & CEO of GT’s Living Foods: 25+ years of building the kombucha industry one batch at a time#1 - Liquid Death (41:37): #76 How Liquid Death is Murdering Lame Marketing with Hamid SaifyJuly 2023 Podcast Review Contest:Enter the giveaway by completing this form (it only takes 1-2 minutes!)By completing the form, you’ll be entered to win one of six prize packages, each filled with goodies from past guests: Tsubi Soup, GoNanas, Forij, Amazi, Chia Smash, Eureka Tortilla, and Nowhere Bakery.Giveaway open to US residents only, age 18+. Giveaway ends on July 31st, 2023 at 11:59 pm PST. The winner will be notified via email.Thank you for listening to the show and helping new listeners find us!Shopify Links:Start a free trial and enjoy 2 months of Shopify for $1/monthKickfurther Links:Kickfurther websiteSee how much invent...

I’m so excited to bring back a very popular guest from last year, Jenna Cameron, for another foodservice episode! We released episode #74 with Jenna during December of last year as part of the First Hire Series, and our conversation focused on first hires for foodservice sales. Our community seems hungry for foodservice knowledge and so we asked Jenna to come back on the show to walk us through the biggest players in foodservice from distributors, to operators, to buying groups and more. Jenna is currently the sales lead at SIMULATE and has 10+ years of experience in plant-based foodservice sales for growing brands.Listen in as Jenna shares about:Key term definitions to frame the conversation including operators versus buying groups versus redistributorsMajor distributors to know in foodservice, including details on Dot, Sysco, US Foods, and more, plus other regional distributors and how to work with eachSome of Jenna’s favorite operators from campus stores to Disney to Red Robin and others and specific nuancesAn overview of key buying groups like Compass and Aramark and how to get started with a buying groupC-store & convenience store channel ideasResources for finding a regional broker for foodservice or an advisorAnd right at the end we cover Groceraunt, which is incidentally my new favorite wordAnd more!Please note that Jenna drops a ton of detailed information in this episode and if you are worried about catching the company names she’s dropping, fret not! I included all the distributors, buying groups, and operators she mentions in the show notes with links.Enter the July 2023 podcast review giveaway by completing this form: https://tinyurl.com/28zyjr3eThis episode was sponsored by Shopify. Go to shopify.com/startupcpgThis episode was sponsored by Kickfurther. Go to https://www.kickfurther.com/startupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgEpisode Links:SIMULATE websiteJenna’s LinkedInLink to our other podcast episode with Jenna: #74 First Hire Series: Foodservice Sales with Jenna CameronFoodservice 101 webinar recordingCompanies mentioned: Distributors mentioned: Dot Foods, Sysco, US Foods, BiRite, PFG / Vistar, Gordon Food, Chefs’ Warehouse, Vegan Distribution, Shamrock, Webstaurant, FoodServiceDirect, SunbeltRedistributors mentioned: Alpine, Dot FoodsOperators mentioned: Follett Bookstores/Campus Stores, Peet’s Coffee, Bareburger, Philz Coffee, Lemonade, Red Robin, Disney, Next Level Burger, Plant Power Fast FoodC-Store Operators mentioned: Loop Convenience, 7-11, Plaid PantryBuying Groups mentioned: Compass (Chartwells, Foodbuy), Aramark, SodexoCollege & Universities Trade Show: NACUFSRegional brokers: Herspring-Gibbs, Acclaim, Fidler MarketingAdvisors: Elohi Strategic Advisors (general foodservice strategy), Green Nature Marketing (strategic nationwide coverage), Advanced Natural Group (micromarket/c-store/corporate cafeterias)Groceraunt Trade Show: IDDBAJuly 2023 Podcast Review Contest:Enter the giveaway by completing this form (it only takes 1-2 minutes!)By completing the form, you’ll be entered to win one of six prize packages, each filled with goodies from past guests: Tsubi Soup, GoNanas, Forij, Amazi, Chia Smash, Eureka Tortilla, and Nowhere Bakery.Giveaway open to US residents only, age 18+. Giveaway ends on July 31st, 2023 at 11:59 pm PST. The winner will be notified via email.Thank you for listening to the show and helping new listeners find us!Shopify Links:Start a free trial and enjoy 2 months of Shopify for $1/monthKickfurther Links:Kickfurther websiteSee how much inventory funding you qualify hereGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Show Links:Join the Startup CPG Slack community (13K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's

We’re hearing a lot about AI, artificial intelligence these days, especially with the release to the public of Chat GPT, which may of you have been experimenting with. Chat GPT can help with brainstorming, writing, coding, and more - definitely check out the free version if you haven’t yet. When I first saw the demo of Chat GPT that used Instacart’s plug-in in a recent TED talk (which I’ve linked in the show notes) and it generated a shopping list based on a prompt for a dinner party, my first thought was, “How do emerging brands fit into this picture when AI helps us shop?” How can our community stay informed about how AI is involved in shopper choices and take advantage of the opportunities available now and going to be available? Because Instacart is on the forefront of using AI in grocery and because they are the leading grocery technology company in North America, I decided to reach out to them. Lucky for us, Ali Miller, their Vice President of Product Management, Ads, was willing to come on the show! As you’ll hear, I’ve been personally using Instacart since 2018 and love the platform and have dug into their ads platform, 3rd party tools, and their new AI features from the Chat GPT plug-in to the new Ask Instacart. I think this episode is packed with really powerful knowledge from Ali about how Instacart works and opportunities available for emerging brands to tap into this technology. Instacart partners with more than 1,200 national, regional, and local retail banners, which is approximately 80,000 stores in North America through their marketplace and nearly 6,000 brands use Instacart Ads to connect with consumers.Listen in as Ali shares about:How Instacart’s 4-sided marketplace worksHow the platform has evolved in the last couple of years especially with ML, machine learning, and AI, artificial intelligenceHow Instacart is partnering with Chat GPT both as a plug-in and to power “Ask Instacart” and ways consumers are using these featuresOpportunities for emerging brands to keep their data up to date within the Instacart platform and use Instacart Ads to get great digital listings (despite physical shelf placement)How Instacart Ads automates and optimizes the process to your goals and how you can use Instacart to support retail launchesHow Instacart’s customer service balances using AI and traditional customer service methodsWhat Instacart is working on next, how quickly the platform is evolving, and the excitement on what’s aheadAnd more!Enter the July 2023 podcast review giveaway by completing this form: https://tinyurl.com/28zyjr3eThis episode was sponsored by Shopify. Go to shopify.com/startupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgThis episode was sponsored by Kickfurther. Go to https://www.kickfurther.com/startupcpgEpisode Links:Instacart websiteInstacart Product Library tools & all brand toolsAli’s LinkedInTED talk about Chat CPT (including the Instacart plugin)Ask Instacart release detailsStartup CPG Webinar recording: Leveraging Instacart for Early Stage Brands with DaybreakBrands mentioned: Liquid Death, New Seasons MarketJuly 2023 Podcast Review Contest:Enter the giveaway by completing this form (it only takes 1-2 minutes!)By completing the form, you’ll be entered to win one of six prize packages, each filled with goodies from past guests: Tsubi Soup, GoNanas, Forij, Amazi, Chia Smash, Eureka Tortilla, and Nowhere Bakery.Giveaway open to US residents only, age 18+. Giveaway ends on July 31st, 2023 at 11:59 pm PST. The winner will be notified via email.Thank you for listening to the show and helping new listeners find us!Shopify Links:Start a free trial and enjoy 2 months of Shopify for $1/monthGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Kickfurther Links:Kickfurther websiteSee how much inventory funding you qualify hereShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

One of the hottest topics in our Slack community is brands looking for the right co-packer, and since this is something that I often help brands navigate outside of my work at Startup CPG, it’s a topic near and dear to my heart and I wanted to bring on one of my favorite co-packers to talk with, Motherlode Co-Packing in Colorado. Our guests today are Kit Maxfield, their Chief Marketing Officer and Partner, and Adam Bender who is their New Product Development Manager. I met Kit and Adam through my work at Boyle Brands and have always been impressed by their organization and willingness to educate, so I’m so excited to share this 101 level conversation where we establish some of the basics of working with a co-packer.Listen in as Kit and Adam shares about:The co-packer business modelDay-in-the-life of a co-packer that affects communication, timing, and relationships with brandsHow a co-packer scales up a recipe for their facilityWhy co-packer relationships are different than other vendorsBest practices for outreach to co-packersTips for successfully navigating onboarding with a co-packerAnd more!Because this topic is near and dear to my heart as an operations person and it’s the area spend the most time freelancing in, I’ve added in some extra context and term explanations throughout the episode and linked a bunch of resources in the show notes that can help you navigate the world of co-packing. Now let’s hear from Kit and Adam!This episode was sponsored by Shopify. Go to shopify.com/startupcpgThis episode was sponsored by Maven Agency. Go to strategymavenagency.comThis episode was sponsored by Kickfurther. Go to https://www.kickfurther.com/startupcpgEpisode Links:Motherlode websiteKit’s LinkedInAdam’s LinkedInBrands mentioned: Primal KitchenUseful resource articles on co-packing: 3 Things To Have Before You Reach out to a Contract ManufacturerTurnkey vs. Tolling in a Contract Manufacturing RelationshipThe Thrill of the Search - The Journey of Searching for the Right Contract Manufacturing Partner3 Costly Mistakes Entrepreneurs Make When Working with Co-packersCo-Packing 101Shopify Links:Start a free trial and enjoy 2 months of Shopify for $1/monthStrategy Maven Agency Links:Strategy Maven websiteBook your free account audit hereKickfurther Links:Kickfurther websiteSee how much inventory funding you qualify hereShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

If you are in the Startup CPG Slack #finance channel, you’ll regularly see tons of questions about projections, cash flow, and unit economics, so I’m so excited today that we are joined by Paul Bianco, CEO and Founder of Graphite Financial. Born out of a VC fund, Graphite provides startup accounting, finance & tax services for high growth brands. For the past few months, Graphite has even been offering 1:1s with our community members for free to get specific advice for their business (keep an eye out in Slack for more opportunities). Today we’ll focus on the topic of unit economics for CPG companies.Listen in as Paul shares about:Tips for calculating gross margin correctlyIssues with commonly used terms like LTV (Life Time Value) and ROAS (Return on Ad Spend) and what metrics he recommends insteadUsing cohort analysis in LTV calculationsHow much data is enough data to create a meaningful analysisBest practices and tools for projectionsTips on when and how to find the right finance service for your companyAnd more!This episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgThis episode was sponsored by Shopify. Go to shopify.com/startupcpgThis episode was sponsored by Promomash + Crisp. Go to promomash.com/startupcpgThis episode was sponsored by Maven Agency. Go to strategymavenagency.comEpisode Links:Graphite Financial websiteDownload a free financial model template, chart of accounts template, and more herePaul’s LinkedInBrands mentioned: Plated, Brightland, Funky MelloShopify Links:Start a free trial and enjoy 2 months of Shopify for $1/monthPromomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhyStrategy Maven Agency Links:Strategy Maven websiteBook your free account audit hereShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

I don’t usually like to play favorites, but this week’s episode is a really special interview, especially for me personally. I LOVE kombucha. I mean love kombucha. And as you’ll hear me mention during the interview, once I found Synergy Kombucha by GT’s Living Foods, I was hooked, and dug deep into the story of the brand, how it’s made, and started following founder GT Dave. I’ve listened to many interviews with GT over the years, so the chance to be the interviewer and spend some time with GT, is a personal dream come true. I also really thought that GT could offer a really interesting perspective to our community. He’s had multiple offers to acquire his company over the years and has taken on no outside investment, which is incredible for a nearly billion dollar brand that owns 40% of the kombucha market. For almost 30 years, he’s operated as the 100% owner and as you’ll hear, has no plans for that to change. I think there’s room for so many different operating models and perspectives in this space, and part of the fun of my job is getting to share different perspectives, hoping that you’ll be able to find and take pieces that resonate with you as you build your own adventure. If you aren’t familiar with GT’s Living Foods, you’ve no doubt seen the ubiquitous tall glass bottles with a white lotus - the Synergy line is oven what people recognize. GT was the first person to bottle kombucha back in 1995 after his parents received a SCOBY from a friend after a trip to the Himalayas - and this was well before you could Google making kombucha! As you’ll hear GT mention, he saw kombucha become part of his parents’ lives, help his mom while recovering from cancer, and he decided to try to sell a few bottles to the local health store as 15 year old who had dropped out of high school. He then got the product into Erewhon and Whole Foods and has grown steadily - while other kombuchas have entered the market and now it’s a whole separate category. GT continues to innovate in the living foods space with ancient mushroom elixirs, non-dairy water kefir, and raw, fermented, non-dairy, coconut yogurt. I’ve linked a few of my favorite other interviews with GT in the show notes in case you want to dig into more of the founder story - today’s conversation we really focus on leadership, culture, hiring, and health and priorities as a founder.Listen in as GT shares about:How fermenting kombucha is similar to farming and how their manufacturing footprint has grownGT’s first hires and learnings and why he focuses on culture fitWhat it’s look like to grow a profitable business with no outside investmentWhy he’s taken a long-term view on building GT’s Living FoodsHis advice for starting new categories and educating consumersHow they manage a massive brand ambassador forceWhat health and wellness looks like day to day and his tips for prioritizing and the importance of communicating and setting expectations in relationships as a founderHow he manages being a public figure and why he’s chosen to be a visible face of the brandWe have some fun with questions about his love of animals and pets and halloweenAnd so much more!This episode was sponsored by Shopify. Go to shopify.com/startupcpg This episode was sponsored by Maven Agency. Go to strategymavenagency.comThis episode was sponsored by Promomash + Crisp. Go to promomash.com/startupcpgEpisode Links:GT’s Living Foods websiteGT’s LinkedInA few of Jessi’s favorite other interview’s with GT: Stick with Your Dreams Episode 26 (hosted by David Greenfeld another Startup CPG Podcast guest)John & Ken Show Hour 3 (12/28)The Gabby Reece Show: ****GT DAVE – MULTI-MILLION DOLLAR ENTREPRENEUR WITH A MISSIONTaste Radio: GT DAVE HAS A REFRESHING TAKE ON HIS ICONIC BRANDVisiting the Kombucha LairShopify Links:Start a free trial and enjoy 2 months of Shopify for $1/monthStrategy Maven Agency Links:Strategy Maven websiteBook your free account audit herePromomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhyShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

If you are in the CPG industry and active on LinkedIn, chances are you are familiar with the dynamic duo, Alex Bayer and Wade Yenny, co-hosts of the weekly podcast CPG Vibes. They have over 35 years of combined experience in the industry. Alex is the founder of Genius Juice and you also may know him from his other podcast, 15 Minutes of Genius. Wade is currently the VP of Center Store at The Fresh Market and has held buyer roles at a number of retailers including Jimbos, Rouses (rhymes with mouses), and Buehler Food Markets. For this second installment of our Buyer Series, I wanted to explore both the buyer and brand sides of the coin when it comes to best practices for working with retail buyers. Listen in as Alex and Wade share about:Research to do before submitting to a retailerConsiderations before sending samplesFollow up etiquette and how to be pleasantly persistent (a phrase we heard just a few weeks ago from Marlo at Partake about their partnership with Ben & Jerry’s)Tips for promotion planningConsiderations for working with regional and national distributorsAnd more!This episode was sponsored by Shopify. Go to shopify.com/startupcpgThis episode was sponsored by Promomash + Crisp. Go to promomash.com/startupcpgThis episode was sponsored by IFT. Go to iftevent.orgEpisode Links:CPG Vibes podcastGenius Juice website15 Minutes of Genius PodcastWade’s LinkedInAlex’s LinkedInShopify Links:Start a free trial and enjoy 2 months of Shopify for $1/monthPromomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhyIFT Links:Exhibit at IFT FIRSTAttend IFT FIRSTIFT websiteShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Consumers are looking for more and more transparency into the sourcing and production of their products. We’ve had Social Nature on the show to talk about The Modern Wellness Consumer and the data backing their values based shopping, and I wanted to dig into the behind the scenes of a brand building a really transparent supply chain. Renee Dunn, Founder of Amazi, has been in the Startup CPG community from the beginning, and I’ve been following them for a couple of years. Amazi is on a mission to help people snack on purpose with their 100% made in Uganda tropical fruit snacks and are building a more sustainable and equitable supply chain. Earlier this year, the Amazi team posted a reel on Instagram with Joel, their Operations and Co-Production Manager based in Uganda, and I asked Renee if her and Joel would be willing to come on the show and talk about building their transparent supply chain and navigating an operation spanning two continents. Thankfully they both said yes and we had a great conversation that I’m excited to share today.Listen in as Renee & Joel share about:How Renee got started sourcing products from Uganda and when she met Joel to discuss building a facility and scalingThe process of building out a facility in UgandaHow Amazi worked with Sprouts to postpone their launch to support getting the facility openedWhat it looks like to work with local farmers and the process of bringing the fruit to the facilityHow the finished product journeys to the US and makes it to store shelvesTheir emerging work in private label and ingredient supplying to create more demand for products from the Uganda facility and farmsAnd more!Also a quick note that Joel’s audio can be a little tougher to hear at times due to the internet connection, but how cool is it that technology allows us to record podcasts with people across the world! I think you are going to find Joel’s perspective combined with Renee’s so helpful, so let’s dive in.This episode was sponsored by Shopify. Go to shopify.com/startupcpg.This episode was sponsored by IFT. Go to iftevent.org.This episode was sponsored by Promomash + Crisp. Go to promomash.com/startupcpg.Episode Links:Amazi website & IG @amazifoodsNegonja Organics websiteRenee’s LinkedInMeet Joel in this Instagram ReelShopify Links:Start a free trial and enjoy 2 months of Shopify for $1/monthIFT Links:Exhibit at IFT FIRSTAttend IFT FIRSTIFT websitePromomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhyShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

This week we’re bringing back one of our most popular episodes of all time, “Angel Investing 101.” This episode aired last November and while the fundraising landscape continues to shift and evolve, Marcia’s advice continues to ring true as a seasoned angel investor and an important member of the investing landscape. She’s actually wrapping up her tenure as the board of the Angel Capital Association because she’s been appointed to the US SEC, Securities & Exchange Commission, as a member of the Small Business Capital Formation Advisory Committee, where she’ll continue to support entrepreneurs and how fundraising works. Marcia’s the kind of person you want to learn from and with the number of requests in the Startup CPG Slack I’ve been seeing around learning about angel investing, I thought it was time to once again share Marcia’s wisdom. We’re also migrating podcast hosting platforms, so you shouldn’t experience any interruptions to your listening experience, except that if you like to listen via web browser instead of a specific podcast app, there’s a new link you can use in the show notes. Please reach out to me with any questions at [email protected] and if you haven’t already, I’d so appreciate a 5 star review on Apple Podcasts or Spotify to help us continue to grow the show. I hope you enjoy this conversation! You’ve all let me know that fundraising content is some of your favorite, so I thought I would bring my favorite angel investing expert on the show, Marcia Dawood, for a 101 level episode on angel investing. Marcia currently serves as the Chair of the Board of the Angel Capital Association, the professional society for angel investors in the US and globally. She is an investor in several early stage private companies, and in addition to her own investing, she is a Venture Partner with Mindshift Capital and a part of the investment committee for Next Wave Impact Fund. Marcia and I actually met at an Angel Capital Association event back when I worked in that industry and I’m so grateful we’ve been able to stay in touch and that I get to introduce you all to her today. I asked Marcia to help us understand angel investors and their motivations and I think she really delivered.Listen in as Marcia shares about:Definitions of an angel investor and angel groupsThe prerequisites to being an angel investor and how angel investors make returns and impactThe difference between crowdfunding and fundraising from angel investorsTips for deciding whether to seek outside investment from angel investorsInside the angel investor mindset and how to build your outreach and pitches to get the best responseThe function of a board of directors and the role of board membersResources for learning about angel investing and why you need a good startup attorneyHow to find and connect with angel investors and keep them up to date, whether they’ve invested already or notAnd more!And, stay tuned at the end for the first ever bonus segment - today featuring Startup CPG Shelfie Award winner, Uproot Teas (at minute 52:53). Marcia and I will share our reviews of Uproot mid-episode and then at the end of the episode, you can catch a mini-interview with Uproot Tea’s founder, Cindy, to learn more!This episode was sponsored by Promomash + Crisp. Go to promomash.com/startupcpgThis episode was sponsored by Maven Agency. Go to strategymavenagency.comThis episode was sponsored by IFT. Go to iftevent.orgEpisode Links:Marcia’s website & LinkedInAngel Capital Association websiteMarcia’s Podcast: The Angel Next Door PodcastMarcia's TEDx Talk: Do Good While Doing WellResources mentioned by Marcia: Angel Funders ReportAngel Investor vs Venture Capitalist Rap Battle video by Marcia (a must watch!)Video tool: LoomBook: Build Your Board, Build Your Business by Barbara ClarkeNational Venture Capital Association Document LibraryStartEngine PlatformDemystifying Angel Investing: An Introduction to the World of Startups Webinar LinkNext Wave Impact FundCoralus (formerly SheEO)Uproot Teas:Cindy's LinkedinUproot Teas website & IG @uproot.teasUse code STARTUPCPG for 10% off!Promomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhyStrategy Maven Agency Links:Strategy Maven websiteBook your free account audit hereIFT Links:Exhibit at IFT FIRSTAttend IFT FIRSTIFT websiteShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or

When you peruse Ben & Jerry’s ice cream flavors, do you ever think, “What would my flavor be if I were famous?” Maybe that’s just me, but perhaps you dream about your own brand one day collaborating with Ben & Jerry’s? This became a reality for Partake Foods, and when I saw the news, I wanted to know the behind the scenes of how a collaboration like this gets to market. Partake makes inclusive allergy-friendly snacks that give delicious peace of mind to those with dietary restrictions along with “How is this so good?!” enjoyment. Partake’s collaboration with Ben & Jerry’s all started with a cold email in 2020 from Marlo Giudice who was one of Partake’s 3 total team members at the time. Now their Ben & Jerry’s collaboration flavor, Oatmeal Dream Pie, launched this year and has been added to the Ben & Jerry’s evergreen lineup available nationwide in Target, Walgreens, and more retailers near you. Partake has also experienced other very impressive growth the past few years. Marlo is now Partake’s Vice President of Sales, Strategic Channels, there are nearly 20 people on the Partake team, and their cookies and snacks will be available in over 13,000 stores as of this July 2023.Listen in as Marlo shares about:Her career journey from culinary school to food brand founder to selling her food company to working with Partake FoodsThe story behind Marlo’s cold outreach to Ben & Jerry’s and her tips for reaching out to dream partnersThe process of working with Ben & Jerry’s R&D team to develop the final flavorHow Partake had to become an ingredient supplier to support the collaborationTips for being a great partner as an emerging brandPartake’s strategy around the foodservice channelHow to be “pleasantly persistent” and stay organized in your outreachAnd more!Episode Links:Partake website, InstagramMarlo’s LinkedInFind the Ben & Jerry's flavor near youShopify Links:Start a free trial and enjoy 2 months of Shopify for $1/monthSocial Nature Links:Social Nature websiteSocial Nature team email: [email protected] from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Strategy Maven Agency Links:Strategy Maven websiteBook your free account audit hereShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Are you ready to hear from the world’s first and tastiest refrigerated, plant-based marshmallow creme? I have been full stop obsessed with Funky Mello since discovering them through the Shelfie Awards last year after they won and we did a short minisode with co-founder Delisa Harper last year (that I also recommend listening to) where I loved hearing more about their story. Today I’m so excited that we get a full episode with Delisa to dive into the world of Funky Mello. At Expo West, Delisa and Zach shared Funky Mello as a Backpack Brand at the Alley Rally event and were in the top crowd favorites (for good reason), so it was amazing to meet in person. They gave me some mini cremes to take home, which were the perfect size for making fluffernutter sandwiches, and now, I can’t stop making them. If you haven’t made a fluffernutter sandwich, it’s peanut butter (or the butter of your choice) plus marshmallow creme, and I also like to add a little tbh hazelnut spread, which is another past podcast guest. I think you’ll notice that my love of marshmallows really comes through in this episode.Listen in as Delisa shares about:Founding Funky Mello with her husband Zach six months into datingParticipating in accelerator programs and launching in Whole FoodsTheir holiday rollout with Sprouts and what they learnedWhat it’s like to self-manufactureHow they are exploring the foodservice channelBehind the scenes of their new Dippsterz productTheir social media and events strategiesWhat it’s like to work with your spouseAnd more!Episode Links:Funky Mello website, IG @funky_mello, and TikTok @funkymelloDelisa’s LinkedInListen to our minisode with Funky Mello in episode #73 In-Store Demos 101: Building a Successful Demo Program (+ Funky Mello) at 56:12Brands mentioned: tbh, Shameless PetsFood Entrepreneur article where Delisa and Zach mention being the “Willy Wonkas of marshmallows”Brands mentioned: tbh, SKU, Naturally Austin, Shameless Pets, FitJoyStrategy Maven Agency Links:Strategy Maven websiteBook your free account audit hereIFT Links:Exhibit at IFT FIRSTAttend IFT FIRSTIFT websiteSocial Nature Links:Social Nature websiteSocial Nature team email: [email protected] from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

This is the first episode in our new buyers series and today we’re joined by Mitch Orland, VP of Merchandising and Procurement at Earth Fare. Earth Fare is a health and wellness supermarket with 20 locations in 8 states in the Southeast US. Mitch has deep food industry experience including being a restaurant owner and former Executive Chef at Earth Fare, and he now manages a 15 person merchandising team at Earth Fare.Listen in as Mitch shares about:How Earth Fare’s product submission process including category reviewsBest practices for engaging with buyers from email content to timing follow upHow brokers add value for buyersDifferent models of distributing to Earth Fare from self-service to local distributors to UNFIBest practices for promoting with Earth Fare, educating employees, and in-store demosHow and when a brand’s on-shelf performance is evaluated by the Earth Fare teamIndustry trendsAnd more!And stay tuned at the end for a story from Startup CPG founder Daniel Scharff about recently getting into Earth Fare with Machu Picchu - and thanks for Mitch for that great idea - he wanted you all to also hear from a brand that recently worked with Earth Fare, which I found really helpful. Now let’s hear from Mitch!Episode Links:Earth Fare websiteMitch’s LinkedInBrands mentioned: Hickory Nut Gap, Sunburst Trout Farms, JAMBAR, Upcycled Food Association, Force of NatureSocial Nature Links:Social Nature websiteSocial Nature team email: [email protected] from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Promomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhyIFT Links:Exhibit at IFT FIRSTAttend IFT FIRSTIFT websiteShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Today we have a bonus episode that actually pairs with this week’s earlier episode on packaging and design with Kirk and Andy. Kirk and Andy unboxed ASWM Sauce and gave their reviews, and so now, we get to hear from AWSM sauce co-founder and Lord of Sauces Carl Starkey himself. AWSM Sauce won a Shelfie Award last year and was a backpack brand at Expo East. Carl & I recorded this episode at the end of 2022 and have some great laughs - warning though, there are puns ahead.Listen in as Carl shares about how AWSM Sauce got started, how they are pivoting into foodservice, their experience participating in Techstars, Carl’s legendary 3 day Clubhouse bender, the behind the scenes of developing a powdered sauce, why started a podcast to get into Expo West didn’t work (but you should still listen to the Ketchup & Hustle podcast), what’s up next for AWSM Sauce, and more.Episode Links:AWSM Sauce website & Amazon storeCarl’s LinkedInPairs with episode #89 Packaging Design & Printing 101 - AWSM Sauce review at minute 44:29Ketchup & Hustle PodcastShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Today we’re joined by two of my favorite Startup CPG community experts: Kirk Visola and Andy Kurtts. The world of printed packaging is complex to navigate, and I wondered what was top of mind for Kirk and Andy as they help brands daily with designing and executing branding and packaging at Kirk’s agency Mind the Font and Andy’s agency Buttermilk Creative. Our goal was some 101 level content around designing and printing packaging for your brand.Listen in as Andy and Kirk share about:Common misconceptions when working on print projects and how the color you see on a screen translates to printed colorThe importance of being a good partner to your packaging vendors and considerations for choosing a printerTips for navigating a re-brandIdeas for saving money while still creating custom packagingHow to transition from packaging primarily for DTC to a successful package for retail shelvesA review of Shelfie winner AWSM’s sauce’s unboxing experience (44:29) and how to maximize your DTC consumer experience with packagingAnd more!And, stay tuned for a bonus episode this week featuring co-founder Carl from AWSM Sauce - not only a Shelfie winner, but also one of the fan favorites from our Backpack Brands event at Expo East last year.Episode Links:Mind the Font websiteButtermilk Creative websiteKirk’s LinkedIn & wearables VSLAAndy’s LinkedInKirk & Kurtts Podcast (a few of Jessi’s favorite episodes below): #22: You're full of Shippers#31 Jake, Not from State Farm#41: It's AI'ght with Evelio MattosCorrugated resource: Cory Connors, Sustainable Packaging PodcastBrands mentioned: granolust, AWSM Sauce, Mid-Day SquaresIFT Links:Exhibit at IFT FIRSTAttend IFT FIRSTIFT websitePromomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhySocial Nature Links:Social Nature websiteSocial Nature team email: [email protected] from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Today’s episode is really special - Kara Goldin, the founder of Hint, agreed to come on the show to talk about leadership! Kara founded Hint in 2005 and the company is best known for being the first unsweetened flavored water with no preservatives on the market. She scaled Hint to over 30,000 retail locations and over 150 employees, including growing Hint 40% during 2020. Kara has been named one of InStyle’s Badass 50, Fast Company’s Most Creative People in Business, Fortune’s Most Powerful Women Entrepreneurs, EY’s Entrepreneur of the Year 2017 Northern California, and in 2021 Hint was named one of Inc.’s Best-Led Companies in America. She’s also been featured on How I Built This (a great interview that I recommend), and her book “Undaunted” has been a WSJ and Amazon best seller. And actually, due to some technical difficulties, my time with Kara was cut a bit short, so I’ve included at the end of the episode a bit of a “book club” where I share some of my favorite pieces from Kara’s book, which I highly recommend.Listen in as Kara shares about:Leading during tough times and her mindsetStories from leading during the pandemic and how Hint grew 40% during 2020How Hint expanded business with Costco, Sam’s Club, Walmart, and Aldi during the pandemicThe early days of growing Hint and leveling up as a leader and how lack of industry experience can be an advantageCommunicating effectively and with transparency, especially during uncertainty, and how follow up is criticalManaging Employee growth and development as a leaderAnd more!Promomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhySocial Nature Links:Social Nature websiteSocial Nature team email: [email protected] from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

At the time of recording, the numbers for the latest food at home index had increased 10.2% over the past 12 months. So what does that mean? How can we plan and adjust for inflationary times as emerging CPG brands? Luckily we have access to awesome natural shopper data experts, and today we get to chat with Jessica Malach, VP of Marketing & Insights, at Social Nature, an all-in-one shopper marketing platform for natural CPG brands to successfully launch products at retail. With over one million users in their community, they have great data on how natural shoppers are currently responding to inflationary times. Listen in to hear Jessica share about:What changes consumers are making to their shopping habits in the current economic environment (including behaviors changes related to channels, categories, health goals, & spending)Differences across generations, including Gen Z, Millennials, Gen X, and BabyboomersWinning strategies for getting & keeping new consumers in today’s macro-economic conditionsTop tips on successful product launches in today’s retail environmentIdeas for engaging your current consumer base to grow LTV and influenceAnd more!Social Nature is a proud sponsor of Startup CPG.Episode Links:Social Nature websiteJessica’s LinkedInBrands mentioned: Haven’s Kitchen, Sweet Nothings, Vega, Honest TeaSocial Nature team email: [email protected] from & get to know the Social Nature team: Episode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected] music by Super Fantastics

Today we have a special episode for you to celebrate the launch of the pet channel in the Startup CPG Slack! The number of pet brands in our community is growing and we wanted to create a space dedicated for pet brands to discuss unique challenges and regulations. We thought who better to join us than one of our early Slack members, Shameless Pets, who I’ve personally been following for quite a few years. James Bello is the co-founder and CEO of Shameless Pets and is a former Target Buyer with lots of wisdom to share that’s relevant to all CPG brands. Shameless Pets makes healthy dog and cat treats and foods that utilized upcycled ingredients in an effort to fight food waste. As of our recording date, they’ve saved about 1.2 million pounds of food from going into landfills.Listen in as James shares about:His journey from Target buyer to brand ownerGetting started in upcycled ingredients before the Upcycled Food Association even existedHow pet food regulations differ from human food and the process of setting up their supply chain and manufacturingLaunching in Whole Foods, Central Market, and Target, and how they used seasonal endcaps to manage establishing relationships with big retailersNavigating when to start taking a pay check as foundersMarketing levers they rely on including in-store promotions and campaigns with Social NatureThe debate on who the original Shameless Pet isAnd more!To get the invite to our new pet Slack channel, go to startupcpg.com, sign up for our emails at the bottom of the page, and then grab the Slack link at the top of any email from Startup CPG. Once inside, head to “All Channels” or “Channel Browser” to find the pet channel. That sounds like a lot of steps, but it takes less than 5 minutes and is free! See you there!This episode was sponsored by Social Nature. Go to business.socialnature.comEpisode Links:Shameless Pets websiteJame’s LinkedIn & email [email protected] mentioned: Upcycled Food Association, Social NatureSocial Nature Links:Social Nature websiteSocial Nature team email: [email protected] from & get to know the Social Nature team: Episode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisode that mentions a Social Nature campaign: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Today is our seventh episode in the "First Hire" series where we’ve so far covered making first hires in marketing, finance, operations, and retail & foodservice sales, and we’ve talked with one of our community brands, Sweet Nothings, about making their first few hires. Culture comes up some in those conversations, but I wanted to dedicate an entire episode to culture. We’re joined today by expert Jennifer Yepez-Blundell, owner of Merida Consulting, and our former Startup CPG Podcast host, to guide us in this conversation, and I’m so excited to share Jennifer’s wisdom with you and have her on the other side of the mic. When I was the first marketing and operations hire at a CPG startup brand, I had big dreams about building a culture different than those I had experienced in the corporate world. Over the next 2 years and growing to 30 employees, I wish I could have had someone like Jennifer guide that startup from the beginning. Within our community of emerging brands are tomorrow’s next household brand names. Can you imagine if the Frito Lay’s and Coca-Cola’s of the world had these conversations from day one? There’s an incredible opportunity to make change through building not only a mission-driven product, but also through the mission-driven team of humans behind those products.Listen in as Jennifer shares about:How to define culture and key termsWhy culture is important and how the conversations around workplace culture have shiftedBiggest mistakes founders makeThe process of developing values and how an outside expert can helpHow culture expands beyond your team members to your customers and external partnersAnd more!And stay tuned at the end for a special mini interview with Startup CPG Shelfie Award winner, Tiny Sprouts (at 34:30). After recording this interview at the end of last year, I got to meet Tina and Kim in person at Expo West and try the product, which was amazing. And they had their Shelfie Award proudly displayed at their booth.Episode Links:Merida Consulting websiteJennifer’s LinkedInTiny Sprouts Links Tiny Sprouts websiteKim’s LinkedInTina’s LinkedInShow Links:Join the Startup CPG Slack community (11K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

We’ve heard on the show before how big of an undertaking fundraising is from both founders and investors, but we haven’t had a chance yet to really dig into the legal side. When Paul from Aura Bora was on the show last year, he shouted out Giannuzzi Lewendon for helping their team during fundraising (episode #68 if you haven’t checked it out yet), so we reached out to Partner Ryan Lewendon, to see if he’d be willing to sit down with us and talk all things fundraising, mergers & acquisitions, and legal help unique to CPG companies.Listen in today as Ryan shares about:Where attorneys can help in the fundraising processTips for navigating SAFE notes and common pitfallsTips for navigating priced roundsWhat to understand about exits before you start raising moneyAlternatives to exiting via sale of your companyThe current fundraising and M&A (mergers & acquisitions) climate and tips for navigatingAnd more!If you are new to the fundraising topic, I recommend episode #60 Venture Capital & Private Equity 101 and/or #70 Angel Investing 101 to help define key terms that will be used.And stay tuned at the end for a special mini interview with Startup CPG Shelfie Award winner, Balkan Bites (41:16). I can’t say enough about how much I love their incredible pastries and you won’t want to miss the founding story with Ariana.Episode Links:Giannuzzi Lewendon websiteRyan’s LinkedInBrands mentioned: Propeller, VMG, Aura Bora, Mid-Day Squares, Vitamin Water, Siggi’sOther fundraising episodes: #60 Venture Capital & Private Equity 101#68 How to Raise $10 Million: Fundraising Aura Bora Style#70 Angel Investing 101Balkan Bites Links: Balkan Bites websiteAriana’s LinkedInShow Links:Join the Startup CPG Slack community (11K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Trade spend and promotions. You want your product to have a shiny sale tag at the store and help people discover it, but how do we get there? It’s a topic that can get expensive and messy really quick, so I wanted to bring back one of our favorite podcast guests and community sales experts, Jake Huber, for a 101 level episode. Jake is the US Sales Director of St Pierre, Americas #1 brioche brand, and has previously been on the show to talk through brokers and first sales hires. Today we dig into how to set yourself up for success when creating promotional calendars, calculating trade spend, and tracking results - all with the goal of driving velocity.Listen in as Jake shares about:How trade spend and promotions are defined, including common types like off-invoice, MCB or manufacturer charge backs, and scan-backsWhen trade spend and promotions are planned and how to make sure the promotions you plan actually happen in the storeTips for navigating free fills and BOGOs and how emerging brands fit in a system built for big CPGHow to navigate distributor promo calendars versus retailer promo calendarsWays to keep track of promotions you’ve authorized and evaluate resultsTips for utilizing shippers, getting display opportunities, and building rapport at the store-levelAnd more!And, stay tuned at the end for a bonus segment - today featuring Startup CPG Shelfie Award winner, Niramaya - Jake and I will share our reviews mid-episode and then at the end of the episode, you can catch a mini-interview with Niramaya’s founder, Mehek Khera, to learn more (at 53:16)!Episode Links:Jake's LinkedInSt Pierre Groupe's websiteLink to trade spend planning resourcesLink to another episode with Jake: First Hire Series: SalesNiramaya’s Links Niramaya website & IG @niramayafoodsMehek’s LinkedInShow Links:Join the Startup CPG Slack community (11K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

This episode is coming to you a bit later in the week, but I wanted to get you an Expo West audio recap as hot off the press as possible. New Hope just announced that there were 65,000 registered attendees and 3,000 exhibiting companies! If you were at the show and we got to meet, I just want to say thank you! It’s incredible to meet podcast listeners in real life and I appreciate each and every one of you so much - truly! I re-assembled the recap dream team that you all let me know you enjoyed for Expo East. So once again, I asked our resident Startup CPG friend and press expert Monica Watrous, Managing Editor of Food Business News & Editor of Food Entrepreneur to join us today, along with Patricia Menegoto, Startup CPG’s Head of Community (I bet you know her from Slack) & Jenna Movsowitz, our Startup CPG Spotlight Magazine Editor. Whether you weren’t able to attend Expo and are hoping to learn what is was like or if you attended but want to hear the trends and takeaways, this episode has something for you.Listen in as we discuss our favorite bites, trends, best swag and booths, the Backpack Brands from the epic Startup CPG Mic Alley Rally Party, and more. Plus, a quick shout out to Sipwell Wine who supplied us with wine to create a Startup CPG Expo West “wine down” - we couldn’t quite get a live show together, but we all enjoyed their canned wine and you can check out a full feature on their brand in the upcoming Startup CPG Spotlight Magazine. Now let’s talk Expo!Episode Links:Monica Watrous Linkedin, Food Business News, Food EntrepreneurJenna Movsowitz LinkedInPatricia Menegoto LinkedInMonica’s Expo West Recap in Food Business NewsBrands mentioned: Sipwell Wine, Unite, Medase, SOMOS, Dream Pops, Upcycled Food Association, Petit Pot, Atoria’s Family Bakery, Chomps, Brutal Foods, Pirq, FreeAF, Climax, JINKA, Conscious Foods, Healthy Hippo, Sweet Haven, Agua Bonita, Meati, Wundereggs, Mixed Up Cocktail Co, Renewal Mill, Bolani, Amazi, Todo Verde, Tea Drops, New York Shuk, Liquid Death, PATH Water, Yumi, 4th & Heart, Belliwelli, Pocket Chocolates, Mezcla, Whipnotic, The Bad Tea Co, Tiny Sprouts, Good Journey, The Cumin Club, Nowhere Bakery, Tend, Funky Mello, Rio Good, Kekoa Foods, Resist Nutrition, SAYSO, Popadelics, ForijStartup CPG Expo West Sponsors: Nielsen IQ, trax, Crisp, Promomash, 1O8Show Links:Join the Startup CPG Slack community (11K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Today we get to chat with one of the most incredible champions for emerging CPG brands, Monica Watrous, Managing Editor of Food Business News and Food Entrepreneur. Food Business News is a trade publication covering all aspects of the food and beverage industry, from field to fork. Food Entrepreneur, a sub-brand, focuses on the innovations, trends and personalities in the food and beverage startup ecosystem. You’ve heard Monica on the show a few times during Expo West and East recaps, but this time, I asked Monica if she’d come on the show to share more behind-the-scenes about what her career looks like and how to best work with members of the press.Listen in as Monica shares about:How trends and news become publications either digitally or in printWhat an editorial calendar is and how some types of content are plannedHow Monica stays up-to-date on the latest brands and trendsBest practices for reaching out to the press and what to avoidWhy your brand should release press releases and how other publications use themMonica’s strategy for tackling a trade show like Expo WestAnd more!Plus, mid-ish-episode Monica and I share our reviews of G’s Dry Hard Ginger Beer (at 31:10), which won a Shelfie Award last year. Make sure to check out our bonus episode featuring founder Donna to learn more!And…speaking of Shelfie Awards, let’s talk about how you, dear listener, could be a Shelfie Award winner this year! This will be the 3rd annual Shelfie Awards, and due to popular demand, we’re accepting samples by category. First up is health and beauty brands! So, if you are listening to this in March 2023 and you are a health and beauty brand, here’s what you need to do, head to the link in the show notes and complete the application form (it’ll take less than 10 minutes and it’s free!), ship samples to the two locations indicated and have them arrive before March 31st. And that’s it! And if you are listening to this after March, I’ll link to more info about the Shelfies in the show notes. Sample shipments for other categories will be open in April, May, and June. Stay tuned in the Slack as well!Episode Links:Food Business News & Food Entrepreneur websiteMonica’s LinkedInMonica’s InstagramSign up for the next Food Entrepreneur Experience eventBrands mentioned: Chubby, tbh, Oat Haus, Mmmly, Dream Pops, Olipop, Forij, Aura BoraSign up for the Alley Rally event at Expo WestLink to bonus episode with Donna at G’s Dry Hard Ginger BeerAbout the Shelfie Awards: Link to general Shelfie informationForm to complete with addresses for samplesShow Links:Join the Startup CPG Slack community (11K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

I love that I get to bring you more Shark Tank content so soon, and with one of my favorite people. Today’s guest is Sandra Velasquez, the CEO & Founder of Nopalera, and a very early member of the Startup CPG community. Nopalera creates Mexican botanicals for bath & body, and as you’ll hear, have become a staple in my life. Sandra appeared on Shark Tank last month during Season 14, Episode 12, and I’m so glad she agreed to come on the show and share the details with us. You don’t need to pre-watch the episode to enjoy the conversation, but I definitely recommend tuning in to watch Sandra’s incredible pitch and how she gracefully received and ultimately turned down two offers from the Sharks. Nopalera also recently closed a fundraising round of $2.7 million unrelated to Shark Tank!Listen in as Sandra shares about:The process of applying to Shark Tank and preparing to air from the opening pitch to outfit vettingHow eerily quiet the time in the Tank isSandra’s affirmations and prep going into the TankHow her team prepped for consumer demand and the real numbers from Amazon and their website after airing (Sandra really gives us the nitty gritty details and I love it!)The process of raising $2.7 million including valuation work and legal fees to expectHow Sandra developed a fundraising network from scratchWhat’s next at NopaleraAnd more!You also may notice our intro music is a little different, I wanted to feature a song from Sandra’s band, Pistolera - this is "Nuevos Ojos", which was featured in Season 4, Episode 12 of the show Breaking Bad.Episode Links:Nopalera website & IG/TicTok handle @nopalera.coSandra’s LinkedInThe Nopalera PodcastLink to Season 14, Episode 12 of Shark TankMitú article: "Why Nopalera CEO Sandra Velasquez Chose To Decline Two ‘Shark Tank’ Deals"Other Startup CPG Shark Tank episodes: #77 Making a deal on Shark Tank with wildwonder's Rosa Li, #57 Shark Tank, Sea Moss, and an Ocean of Potential with Alexiou GibsonBrand mentions: Luna Magic, Liquid DeathShow Links:Join the Startup CPG Slack community (10K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Today is our sixth episode in the "First Hire" series where we’ve so far covered making first hires in marketing, finance, operations, and retail & foodservice sales. Today I thought it would be helpful to talk more cross-functionally with one of our community member brands about their experience of making first hires, being a first hire, and what they’ve learned in the process, and I immediately thought of Sweet Nothings, who makes ready to eat superfood snacks (that I think are absolutely incredible as you’ll hear). We’ll talk with both Jake Kneller, the CEO and co-founder of Sweet Nothings, and Lucy King, their VP of Marketing. I met Jake and Lucy in 2021 via Slack and have continued to see them post jobs, questions, and responses all in the Startup CPG Slack channel, so it’s great to catch up and hear what they’ve learned about hiring in the past few years.Listen in as Jake and Lucy share about:Sweet Nothings’ hiring trajectory so far including their very first hire and how the team has grown to now over 10 peopleLucy’s experience of being the first marketing hire and now making additional marketing hires for her own teamHow Jake thinks about leadership and hiring and his helpful goal-setting tipsBoth Lucy and Jake’s ideas on setting up a new hire for success from an onboarding and interviewing standpointHow you can’t always hire the perfect person and the importance of setting realistic expectationsWays Sweet Nothings’ is intentionally about building an all-remote cultureAnd more!Episode Links:Sweet Nothings website & IG @eatsweetnothingsJake’s LinkedInLucy’s LinkedInShow Links:Join the Startup CPG Slack community (10K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Earlier this week we had a bonus episode that was a bit shorter, so I thought this was a good chance to re-air one of my favorite episodes from last year with Seth Goldman about prepping for Expo West (which is less than 1 month away!). We have five other great episodes with Seth from last year available as well. Be sure to stop by the Eat the Change booth in the North Hall if you attend Expo West this year, and while you are there, stop by Startup CPG’s booth and come say hi to me and the team in person. Happy Expo prep!This is the first episode of a very special new podcast series from Startup CPG. Seth Goldman, Startup CPG's Entrepreneur-in-Residence, will be joining us once a month for the next few months to talk about hot topics in CPG. Today we kick off by talking all things Expo West. With twenty-one Expo West events under his belt, who better to answer our community's Expo West questions! You may know Seth as the co-founder of Honest Tea and author of Mission in a Bottle, and Seth is now the Co-Founder and CEO of Eat the Change, Co-Founder of PLNT Burger, and Chair of the Board for Beyond Meat. Listen in as Seth covers how to stand out among thousands of brands, how to craft your ten second pitch, a simple yet game-changing follow up/lead tracking plan, how to maximize Expo West even without a booth, why you should treat everyone like the most important buyer, and more.Episode Links:Expo West 2023: Eat the Change Booth N2134, Startup CPG Booth N1210, Startup CPG Alley Rally EventLink to Seth's blog post: Going to Expo West? How to Make the Most of ItEat the Change’s websiteSeth’s book - Mission in a BottleHow I Built This episode with Seth about Honest TeaSeth’s TEDx talk: How Entrepreneurs Can Change SocietyOther Startup CPG Episodes with Seth: How to Approach Innovation and Research & Development, How to Fight Climate Change as an Emerging Brand, How to Build a Field Marketing Event & Demo Program, Honest Tea's Discontinuation, Ask Seth AnythingShow Links:Join the Startup CPG Slack community (10K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Today we have a bonus episode for you to celebrate the launch of the alcohol channel in the Startup CPG Slack! We realize that alcohol brands face many unique challenges and very different regulations, and now that we have over 10,000 community members, we wanted to dedicate a space just for emerging alcohol brands. In the Startup CPG Slack, you can now go to “All Channels” on the sidebar and then join the new channel #alcohol_brands. And what better way to celebrate this channel launch than with an interview with one of our earliest Startup CPG community members, Donna Katz, founder of G’s Dry Hard Ginger Beer. G’s won a Shelfie Award last year and was a Shelfie Award finalist the year prior. I personally am obsessed with all the flavors of G’s - from the original to the seasonal Toddy, it’s a revolutionary product that I can’t get enough of.In this episode, Donna shares about starting G’s, how creating and selling an alcoholic beverage is unique, and exciting retail expansion with independent stores, plus Target and Safeway. Donna and I recorded this episode in December 2022, and you may notice my audio isn’t quite as crisp as normal (this day of recording was the inciting incident for a platform switch up actually). But Donna’s audio is great, and this was one of those conversations that just left me smiling and feeling inspired by Donna’s infectious energy and attitude. Plus, drinking G’s Hard Ginger Beer also left me feeling awesome, so double win. Now let’s hear from Donna!Episode Links:G’s Dry Hard Ginger Beer website & IG @gsgingerbeerDonna’s LinkedInFind the new #alcohol_brands channel in the Startup CPG Slack by going to “All Channels’ on the side bar (get the invite to the free Slack community at startupcpg.com)Show Links:Join the Startup CPG Slack community (10K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

If you’ve been on LinkedIn in the last year, chances are you’ve seen pictures of a green van making it’s way around the country, spreading the good word about Forij. I was lucky enough to meet up with founder Parker Olson when he came through Portland in the Forij van, and I think it’s the only time I’ve been elated to received food from a stranger out of a van. Forij’s first product line is a functional granola that’s low sugar, crispy, delicious and also packed with the power of mushrooms. Parker’s energy and creativity are unparalleled, and I’m excited today for you to be inspired by his journey so far.Listen in as Parker shares about:Stories featuring airplane competitions, swimming and driving to customers, and a night in jail as an alleged pirate.Exciting new launches in select Kroger banners and Sprouts Farmers MarketHow to find another person named Jarred who also wants to live in a green van and drive around the countryInternational opportunities Parker’s evaluatingForij’s new digital product suiteAnd more!And on the digital product note - Parker’s team gave me access to the digital part of their 30 Day Brain Power Up Program, and it’s been really fun. I’m over two weeks in, and I look forward to each day’s challenge. I’m excited to see what else the Forij team develops in this area!Episode Links:Forij website & IG @forij.coParker’s LinkedInForij’s 30-Day Brain Power-Up ProgramBrands mentioned: Monterey Mushrooms, Ryze Superfood Coffee, Neptune SnacksShow Links:Join the Startup CPG Slack community (10K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]