The Startup CPG Podcast

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]

In case you missed it, long-time Startup CPG community member wildwonder just aired on Shark Tank, and today, Founder Rosa Li joins us to share all the details! You don’t need to pre-watch the episode to enjoy the conversation, but I definitely recommend giving Season 14, Episode 11 a watch to see Rosa make a $500,000 deal with Tony Xu, guest Shark and Founder of Door Dash.Listen in as Rosa shares about:The process of applying for Shark TankHow recording day worksThe timing from recording to airing and how she and her team preppedThe details of the deal made on air and the post-show diligence processHow wildwonder sales grew post-airingWhy she was hoping for a deal with Tony Xu and how wildwonder hopes to leverage the DoorDash relationshipAnd more!We recorded this conversation less than 1 week after the episode aired on ABC and Hulu, so this is hot of the press!Episode Links:wildwonder website & IG/Tiktok handle @drinkwildwonderRosa’s LinkedInWatch Season 14, Episode 11 on AmazonShow 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]

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!Episode 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, OkendoShow 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]

A few weeks back, we talked about Angel Investing 101 on the show, and equity crowdfunding got a brief shoutout. I was super curious on the topic and thought who better to talk about equity crowdfunding than someone in the process right now! Today we’re joined by Elena Guberman, co-CEO of tbh, a brand focused on reimagining nostalgic snacks. Their first product is a better for you, better for the planet, plant-based version of Nutella - with no palm oil, 50% less sugar, and 3x the protein! tbh was co-founded by someone you may know - Stranger Things actor and entrepreneur, Noah Schnapp.Listen in as Elena shares about:The details on their current equity crowdfunding raise on Republic (that as of our recording date has blown past it’s $25,000 goal with over $450,000 raised from over 550 investors)Why they chose equity crowdfundingWhat it’s like getting set up on an equity crowdfunding platform as far as the due diligence process and Elena’s launch prep tipsHow they are using the campaign to educate Gen Z consumers about investing and why keeping the minimum investment at $50 was important (as a side note, Elena will mention that over 70% of campaign investors invested less than $250 - so cool!)The story behind their Nosh award-winning collaboration with Chubby Snacks and why collaborations are part of the thh strategyWhat’s it like to have a celebrity co-founderAnd more!And, stay tuned at the end for a bonus segment - today featuring Startup CPG Shelfie Award winner, Popadelics - Elena and I will share our reviews mid-episode and then at the end of the episode (41:55), you can catch a mini-interview (25:53) with Popadelics’ founder, Marilyn, to learn more!Episode Links:tbh website & @snacktbh on IG & TikTokElena’s LinkedIntbh Republic campaign pageElena's article "tbh raised over $700k on Republic: Here's What I Learned"Article mentioned by Elena: “How to Rock a Republic Campaign” by Courtney at AKUABrands & companies mentioned: Chubby Snacks, Rhythm Superfoods, TERRA, Rodeo CPGPopadelics Links: Popadelics website & IG @popadelicsMarilyn’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]

Happy New Year! We’re coming at you this week from the archives again - host Jessi got COVID and temporarily lost her voice! I’m sharing another of our greatest hits from last year, 2022, in case you missed it. It’s one of my personal favorites, and I hope you enjoy! We've got a really fun episode today that I think will bring you a lot of joy and inspiration. It's probably no surprise but your Startup CPG team members are big Shark Tank fans. Our Startup CPG founder Daniel was watching Shark Tank a few months ago and he just knew today's guest was someone we all needed to know. From the Season 13 finale, where he landed a $600,000 deal from Mark Cuban and Kevin Hart, today's guest is Alexiou Gibson. You don't need to have seen the Shark Tank episode to enjoy our conversation but I definitely recommend watching it as soon as you can. So a little about Alexiou - he's founder and CEO of The Transformation Factory and creator of their Sea Moss Gel product and he scaled the company to $3.5 million in revenue in just 11 months (watch the Sharks faces when they hear that!). He's an incredible story teller and I hope you'll be smiling and laughing along with us (or even crying a little like me), plus you might need a notebook for all the wisdom he shares. Listen in as Alexiou shares about his career path from NASA to entrepreneurship, his personal health journey and transformation, launching a sea moss product during a pandemic, the best story I've ever heard for finding an online advertising expert, the process of getting on Shark Tank and what it was like to being on the show, making a deal, and the post-show diligence process, what's next at The Transformation Factory, and more.Episode Links:The Transformation Factory / Sea Moss Gel website and IG @seamosstransformationAlexiou's LinkedIn & IG @alexiou2.0More info on Season 13, Episode 24 of Shark TankWatch the episode on Amazon (should be available again on Hulu or ABC soon)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]

Today is our fifth episode in the "First Hire" series where we’ve so far covered making first hires in marketing, finance, operations, and retail sales. Now we get to cover foodservice sales! Here to help us learn more about first hires in foodservice sales is Jenna Cameron. Jenna is currently the sales lead at SIMULATE and has years of experience in foodservice sales for growing brands.Listen in as Jenna answers:When to hire help in foodservice sales and how full-time employees, consultants, and brokers can all fit into the pictureHow foodservice sales differs from retail salesKey attributes of a successful foodservice sales employeeWhy it’s important to focus within the food service channelHow to set up a first hire in food service sales for successGreat shows and resources for your foodservice sales hireAnd more!And, stay tuned at the end for a bonus segment - today featuring Startup CPG Shelfie Award winner, For Good Granola - Jenna and I will share our reviews mid-episode and then at the end of the episode (51:00), you can catch a mini-interview with For Good Granola’s founder, Kiley, to learn more!Episode Links:Jenna’s LinkedInSIMULATE websiteConsultants/Brokers: Elohi Strategic Advisors (general foodservice strategy), Green Nature Marketing (strategic nationwide coverage), Advanced Natural Group (micromarket/c-store/corporate cafeterias)Trade Shows: Dot Foods (if stocked), NACUFS (C&U)For Good Granola Links: For Good Granola website & IG @forgoodfoodsKiley’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]

We’re coming at you this week from the archives. Many of you found this pod just this year, so I’m sharing one of our greatest hits from last year, 2021, in case you missed it. It’s one of my personal favorites, and I hope you enjoy! Kirk Visola is an active member of our Startup CPG community with a heart for sharing his design expertise and helping people navigate the complex world of packaging and branding. He has a no-nonsense approach to life and client work. With over 20 years of design expertise working with some of the largest brands in the world, he now operates his own agency, Mind the Font, making his caliber of work available to brands of all sizes. Listen in as Kirk shares about why he started his own agency, tips for approaching a packaging project, and how to build a great relationship with a designer for long term success. Episode Links: Mind the Font website & IG @mindthefontKirk's LinkedIn & IG @kirkvisolaThe packaging Clubhouse sessions Kirk mentions eventually became a great podcast: Kirk & Kurtts - be sure to listen in! Kirk mentions Brandon Hernandez as a resource for operations, co-packing, and more at Whole Brain ConsultingKirk mentions Unsplash as a free photo resourceGet a blast from the past and look up Iomega Zip DrivesShow 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]

Let’s talk demos! In-store demonstrations are an important tool in a CPG company toolbox, so we brought our favorite team of demo experts to help us navigate this topic: Bridget Aragon & David Heiser - Co-founders of Grassroots Demos. Grassroots Demos help brands boost sales and reach more customers by sampling their items in-stores. Shoppers get to taste items in a safe environment and give feedback, and brands get super valuable insights and support sell-through. Listen in as David and Bridget share about:- The critical components to a successful demo- How to hire and train the right brand ambassadors- Tips for navigating demo logistics like sample sourcing and supply chain- What demo performance data to track- The pros and cons of managing your own brand ambassador team versus using a vendor- How to hire a demo company vendor- Best practices for retailer communication about demos- How to incentivize brand ambassador performance- How merchandising fits into the picture- And more!And stay tuned at the end of the episode (56:12) for a mini interview with Delisa from Startup CPG Shelfie Award winner Funky Mello - my new favorite marshmallow creme with a wonderful story. Episode Links:Grassroots Demos website & IG @grassrootsdemos & LinkedInBridget’s LinkedInDavid’s LinkedInCo-Branded Demo Opportunity mentioned - information here & form here.Funky Mello Links: Funky Mello website & IG @funky_melloDelisa’s LinkedInShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

I once received a check from a distributor for $500, but it listed a ton of invoices. I dug in and that check was for $40,000 worth of product - it was a combination of unauthorized free fills that led to a broker conversation and double charges for a big distributor promotion plan that was expensive before doubling it. But the amount of time it took to track down all the info, dispute, follow up, and receive a check back was astronomical, and that was just one of the many instances to investigate. So how can you protect your margins from invalid deductions and understand what’s going on in your business even with valid deductions? It’s not easy, so today we have Bill Poore, a Senior Client Success Manager at Inmar Intelligence with over a decade in deductions experience. Inmar has a DeductionsLink software platform that helps reduce invalid deductions and simplify workflows - reducing deductions administrative work by up to 80%.Listen in as Bill covers:Types of deductionsCommon deduction pain pointsHow technology can be leveraged to sort out all the portals, PDFs, and even stacks of paper and understand what’s going on in your businessHow to evaluate when to use a vendor for deduction managementWhat insights to look for from a deductions management process and how to use that information in your businessWhat it looks like to dispute deductions - with and without outside helpHow to prepare your brand for working with a deductions management vendorQuestions to ask a potential vendorExpectations for the deductions management process and when to expect returnsAnd more!Thank you to our partner Inmar for sponsoring this episode.Episode Links:Inmar websiteBill’s LinkedInShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Content creation. We all know it’s more important than ever. But how do you actually create great content as a brand and measure success? To help us answer these questions, we have David Greenfeld of Dream Pops joining us today. Dream Pops is re-imagining cult classic desserts with plant based ingredients - my current favorite is the frozen cookie dough bites. At the time of recording, Dream Pops has created thousands of TikTok videos with nearly 200,000 followers and over 5 million likes, an Instagram with nearly 100,000 followers, David has 45,000 Linkedin followers on his own page and a podcast with 70 episodes, and he and his team just started getting into YouTube Shorts, by uploading about 500 videos in the last few months.Listen in as David shares about:How he got started at Dream Pops and why the branding and name are so intentionalDavid’s early days of using Instagram, then TikTok, LinkedIn, and other platformsWhy content creation is like building a workout routineHow David grew his LinkedIn presence and the content that he finds resonates the mostThe importance of regularly testing and evaluating different platforms and how David thinks about driving store velocityWhat it was like to start the Stick with Your Dreams podcastWhy Dream Pops entered the Canadian marketHow Dream Pops stays true to their values during tough decisionsAnd more!And stay tuned at the end of the episode (at minute 45:19) for a mini interview with Saphira from Startup CPG Shelfie Award winner Nowhere Bakery. You won’t want to miss her story about getting a text from Gwyneth Paltrow!Episode Links:Dream Pops website, IG @dreampops, TikTok, YouTubeBuy Dream Pops candy on AmazonDavid’s LinkedInDavid’s Stick with Your Dreams PodcastOther great interviews with David: “The Story of a Brand: Dream Pops - The Willy Wonka of Plant-based Desserts” & “Founder to Mentor: David Greenfeld”Vendors mentioned: aisle, Paperwhite Studio, hatch, SWIMSOCIALNowhere Bakery Links: Nowhere Bakery website & IG @nowherebakerySaphira’s LinkedIn & IG @peanut.headShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

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!Episode 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!Show Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

It’s November and we’re entering the biggest online shopping season of the year in the US. How is your ecommerce site functioning? Or are you thinking about launching a new website? Black Friday is in a few weeks, so hopefully you can take away some actionable tips for the upcoming holiday months or this can help you start thinking through your 2023 website planning. Here to help us navigate the topic of building a high-converting ecommerce site today is Kelly Ferris, Director of Sales for Small Business at BigCommerce. BigCommerce is a leading ecommerce software platform that enables companies of all sizes to sell physical and digital goods online.Listen in as Kelly shares about:The definition of a “high converting” websiteHow to build trust with consumersConsiderations for collecting reviewsBest practices for structuring your websiteKey elements of a great homepage design & product pagesConsiderations for choosing an ecommerce platform and the different types of platformsAdvice to when and how to engage agenciesAnd more!This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:BigCommerce website & IG @bigcommerceKelly’s LinkedInBrands mentioned: Sheets Laundry Club, Gourmet Fuel, Spiceology, Green RoadsServices mentioned: Yotpo, smile.io, stamped.io, Bazaar Voice, ShipBobMondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #67 sharing the CoLab experience of Bunny James BoxesPodcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Today’s hot topic is fundraising. And what could be better than talking fundraising with our favorite weird sparkling water brand, Aura Bora. Aura Bora just raised a Series A round, led by Siddhi capital, bringing their lifetime funding as a brand to $10 million, and co-founder Paul Voge is here to share the details with us. Paul and his wife Maddie founded Aura Bora in 2019, and they make sparkling water from herbs, fruits, and flowers for earthly tastes and heavenly feelings. They use unique ingredients like basil, cactus, and lavender for a better-tasting experience, all while donating 1% of annual revenue to environmental causes via 1% For The Planet. Aura Bora is one of the fastest-growing beverage brands in the country with their 0 calorie, 0 sugar, non-GMO, plant-based, and craft flavors.Listen in as Paul shares about:Aura Bora’s different funding stages from friends and family, to seed rounds, to the recent Series A with institutional investorsHow he learned about the world of fundraising and his recommendations for getting startedThe logistics behind tackling fundraising from staying organized, to working as a team, to a favorite question to ask someone who says “No”How he says motivated and how they’ve built long term relationships with potential investing partners along the wayThe newly formed Aura Bora board of directors and what that meansHow Aura Bora will use the funds and exciting future growth plansAnd more!This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:Aura Bora website & IG @drinkauraboraPaul’s LinkedInResources mentioned by Paul: Book “Venture Deals” by Brad Feld, Book “High-Hanging Fruit” by Mark Rampolla, Book “Mission in a Bottle” by Seth Goldman & Barry Nalebuff, The Angel Group, SKU Accelerator, Y Combinator Safe documents, Law Firm Giannuzzi Lewendon, Law Firm Foster Garvey, DocSend as a data roomNews coverage of the recent Aura Bora fundraise: Food Business, Food NavigatorOther Startup CPG episodes mentioned: Venture Capital 101, Ask Seth Goldman AnythingOther podcast interviews mentioned: Paul’s interview on In the SauceWatch Aura Bora on Shark Tank Season 12, Episode 11 (clip here)Forbes article "The Seltzer Industry Is Notoriously Tough, But Here’s How Aura Bora Convinced Siddhi Capital Of Its Business Viability"Brand mentioned: Super CoffeeMondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #67 sharing the CoLab experience of Bunny James BoxesPodcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

What could you learn from one of the largest snack companies in the world? Lonny James Ruben from Bunny James Boxes got to learn just that this year as a member of the 2022 CoLab cohort. Bunny James Boxes make gift boxes for people with specialty diets, allergies, and eating styles. And they provide this niche gifting solution for individuals, businesses, and retailers. They were already on a fast path to growth when Lonny decided to apply for Mondelēz International’s CoLab program. With iconic brands like Oreo, Cadbury, belVita, and Wheat Thins, Mondelēz International holds the #1 global position in biscuits (cookies and crackers) and #2 in chocolate. They’ve also acquired a few fast growing brands you probably recognize like Hu, Perfect Bar, and Tate’s Bake Shop in the last few years. Brands selected for their CoLab cohort get access to a 12 week program, a $20,000 grant, 1:1 mentoring, and so much more, which you’ll hear about in this episode. It’s one things for me to tell you about the program, but it’s another to really dig into an alumnus experience, so that’s what we’re going to do today.Listen in to learn:Why Lonny founded Bunny James Boxes and pivoted from vending machinesWhy he applied to the CoLab program and why it exceeded all his expectationsWhat it was like to be in the program and how he leveraged Mondelēz International’s resources to help grow Bunny James BoxesTips for applying to the next cohort of CoLabAnd more!This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:Bunny James Boxes websiteLonny’s LinkedInApply for the 2023 CoLab cohort here (open as of 9/20/22)Mondelēz International websiteSnackFutures websitePodcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

What's it like to build out a new section at the grocery store? We saw Perfect Bar create a refrigerated bar section, so why not a refrigerated, delicious, easy-squeezy sauce section? That's what Haven's Kitchen is bringing to a store near you - fresh sauces that help home cooks feel like a champion in their kitchen. I became a Haven's Kitchen fan through our Startup CPG partner Social Nature and can attest that it's leveled up my home cooking significantly and even inspired me to cook more and feel more confident prepping food at home that isn't bland (thank you Chimichurri sauce). I'm so excited that today we're joined by the delightful Founder & CEO of Haven's Kitchen Alison Cayne, who you may also know from her podcast, In the Sauce.Listen in to hear from Ali: How Haven's Kitchen got started and where they are right now (which includes being in Whole Foods, Sprouts, and Target) Important lessons from their early days of just a few employees (when they now have over 10 employees)What it's been like to launch at Target and the difference between a Target and natural channel store launchHow they used Social Nature to drive trial during the pandemic and why they aren't going back to traditional demosAli's framework for tough decisions as a founderAnd more!This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:Haven’s Kitchen website & IG @havenskitchenAli’s LinkedInAli’s podcast In The Sauce1-800-DTC article mentioned: “Under The Hood: Alison from Haven's Kitchen”Brands mentioned: Oat Haus, Sweet Nothings, Aura Bora, Social NatureMondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode #59 with CoLab alum Ali Bonar at Oat HausPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

What does it take to build the next household chocolate brand name like Hershey or Cadbury? The team at Mid-Day Squares is on the road to find out, and today we’re joined by Jake Karls, Co-Founder and Rainmaker. If you aren’t familiar with Mid-Day Squares, head to your nearest Target produce section, grab a square of incredible functional chocolate, and give their product a little quick merchandising love in Startup CPG community fashion. My favorite flavor on the market is Peanut Butta, but as you may have heard in our Expo East recap, I got to try the new Cookie Dough flavor and it was my favorite bite of the show, maybe my new favorite in general and, P. S., this new flavor that we talk about in the episode drops December 22nd this year. Mid-Day Squares is on the road to $100 million in revenue and entertains die-hard fans (like myself) with their innovative use of social media as reality television. There are so many incredible interviews with the Mid-Day Squares team, including their own podcast and I’ll link a few favorites in the show notes, so I asked Jake if he’d go in deep for our Startup CPG community about mental health, navigating challenges, and how to celebrate wins and build momentum. And of course, he delivered.Listen in to hear from Jake about:Their recent national US Target launchHow the Mid-Day Squares team is structured, including working with two other co-founders and co-CEOsWhy Mid-Day Squares is on the “road to $100 million” and to be “world-class” and what those meanHow and why they intentionally work with a business therapist regularly and why founder conflict kills so many brands if left unresolvedHow they navigated really tough decisions and situations recently with changing pack sizes and pausing US e-commerce shipmentsWhat it looks like to regularly celebrate wins as a team and keep the momentum rollingJake’s daily dance habit and how he now brings it to people around the worldAnd more!This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:Mid-Day Squares website & IG @middaysqaresJake’s LinkedInMid-Day Squares UNCENSORED Podcast linkFavorite other interviews with Jake: Kirk & Kurtts #31: Jake, not from State Farm and The 7 Hats Podcast: Jake and the Chocolate FactoryMondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

“'Tis the week post-Expo and all through the land… CPGers have full tummies, full hearts, and half-closed eyes.” I stole that line from Jenna on the Startup CPG team’s recap of Expo East that I’ll link in the show notes, but it captures post-Expo feelings really well. Coming at you a day earlier than normal, so you get the tea faster, this was the first Expo where Startup CPG had a booth, and we had so much fun seeing so many of you in person. 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 Drop Party, and more.This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:Monica Watrous Linkedin, Food Business News, Food EntrepreneurJenna Movsowitz LinkedInPatricia Menegoto LinkedInStartup CPG Expo East 2022 Trends articleStartup CPG Mic Drop Party Recap VideoBrands mentioned: Three Spirit, De Soi, Actual Veggies, Wicked Kitchen, New Breed, Atlantic Sea Farms, Neptune Snacks, Chia Smash, Smootch, Bored Cow, Coolhaus, Perfect Day / The Urgent Company, Culina, Spero, GoNanas, Pricklee, Machu Picchu, 8 Myles, AWSM Sauce, Growee Foods, Reprise Health, The Farmer Foodie, Baozza, Mid-Day Squares, Kokada, No Bull, Oat Haus, Pocket Latte, Eat the Change / Just Ice Tea, delOrigen, Katie’s Pizza & Pasta, Sweet Nothings, Chubby Snacks, Dream Pops, Core Foods, Lesser Evil, Aura Bora, SoomStartup CPG Expo East Sponsors: NielsenIQ, SettleMondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

A couple weeks ago, Startup CPG hosted the 2nd Annual Shelfie Awards, where we recognized 14 brands across 13 categories. We’ll be talking with more of the finalists and winners in the coming months on the show, but I wanted to give you all a chance to briefly meet each of our lovely winners. Today’s episode is a special format with clips submitted by each winning brand. I’ll still be here listening along with you and adding my 2cents. If you haven’t listened to episode #61 yet, Jenna from the Startup CPG team and I discuss how the Shelfie Awards work and trends across submissions, so be sure to give that a listen as well if you like hearing about these up and coming rockstar products. I’m about to hop on a plane to Philadelphia to cover Expo East for you, so I’ll have a roundup for you on that soon. If you are listening to this on the way to Expo East yourself, make sure to stop by Startup CPG’s booth and say hi. I look forward to hearing about you trying our Shelfie winner’s products - tag @startupcpg on Instagram, and there’s links in the show notes to all the winners’ websites. This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:Winners featured in this episode: Nowhere Bakery (3:48);Uproot Teas (4:46);G’s Ginger Beer (6:31);Hone (8:01);Mojo Microdose (8:41);Popadelics (9:22);Funky Mello (11:09);Reveal (11:58);Tiny Sprouts (13:21);For Good (14:11);AWSM Sauce (15:25). Podcast episode #61 It's Shelfies Time! Finalists, Winners, and Trends from Startup CPG's 2022 AwardsStartup CPG Spotlight Magazine - Velocity edition with all the finalistsStartup CPG Special Shelfie Winners Spotlight Magazine linkLink to Shelfie Awards sponsor Trax RetailFood Business News article about the ShelfiesMondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Influencer and affiliate marketing. Topics with a lot of opinions, a lot of success stories, and unfortunately a lot of wasted time and energy when executed poorly. Thankfully, we've got resident expert Kim Biddle, founder of Clutch Affiliate to walk us through what we need to know. At Clutch Affiliate, Kim focuses on consulting with emerging brands on how to build and scale profitable affiliate programs for their DTC business. I got to meet Kim in real life at Expo West this year and she is an absolute delight and a long-time member and supporter of Startup CPG, so it so exciting to have Kim on the show today. Listen in as Kim shares about how to define influencer and affiliate marketing and key differences between the terms, considerations for launching affiliate and influencers programs, common compensation structures and tool ideas, how to measure success of a program, how to find affiliates and influencers, best practices and common mistakes, and more.This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open! Go to applycolab.comEpisode Links:Clutch Affiliate websiteKim's LinkedInKim's email: [email protected] mentions Dovetale which is now part of Shopify CollabsOther affiliate tools mentioned: UpPromote, ShareASale, RefersionBrands with strong affiliate programs mentioned: Our Place, Seed Probiotics, Athletic Greens, Wise CBD, Redmond Electrolyte & Dr. JamesTool mentioned for autosaving creator content: Archive Podcast episode #59 with Oat Haus mentioned their influencer program (link to Oat Haus affiliate program)Mondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (8K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

If you are listening to this episode on release day, you may notice it's not Tuesday! That's because I wanted to bring you the Startup CPG news hot off the press: a recap of the 2022 Shelfie Awards! If you aren't aware, we have our very own annual industry award competition at Startup CPG, and yesterday was the Second Annual Shelfies Awards Ceremony, proudly sponsored by Trax Retail, where we recognized the most promising emerging food & beverage brands. Startup CPG wanted to create opportunities for industry recognition with no entry fee, no essays, and only for emerging brands. We had over 300 brands submit over 600 products! Finalists were chosen in 13 categories, and then last night, we had a live awards show with 200 people across the country, virtual and in-person, where 14 winners were announced (there was one tie!). I thought it'd be fun to get an event debrief and learn more about the awards from Jenna Movsowitz, head of marketing and editor of “The Spotlight” at Startup CPG. We didn't have time to discuss every winner and finalist, even though we love them all so much, so I've linked in the show notes the magazine editions that have links to all the brands you'll be wanting to try and celebrate. Jenna shares trends from all the award submissions and also, how to apply for upcoming other opportunities to be recognized and featured by Startup CPG. So pop the champagne, or maybe kombucha if you are driving, and celebrate with us!Episode Links:Startup CPG Spotlight Magazine - Velocity edition with the finalistsStartup CPG Special Shelfie Winners Spotlight Magazine linkLink to sponsor Trax RetailFood Business News article about the ShelfiesJenna's LinkedInStartup CPG Brand Intake FormStartup CPG's Instagram @startupcpg for more Shelfie ContentWinners and finalists mentioned: Baozza, Balkan Bites, For Good, Popadelics, AWSM Sauce, New York Shuk, Mojo Microdose, Niramaya, Sung's Korean Hot Sauce, Tiny Sprouts, Craftmix, Lil Bucks, Renewal Mill, RevealOther brands mentioned: gr8nola, Lunar Seltzer, Must Love, Halmi, Aura Bora, Tache, PKN, Lechia, Living Prana, Tsubi, Wholly Veggie, Snow Days, Shameless Pets, Chia SmashShow Links:Join the Startup CPG Slack community (8K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Venture capital - a term we've all heard but maybe don't fully understand (this is a safe space to admit what we don't know and I'll be the first to say that fundraising and private equity are pretty confusing). What we do know is that many of the consumer brands we love that have had successful exits have received funding from VMG Partners - like Perfect Bar, KIND Bar, Pirates Booty, and Justin's to name a few. So we're lucky to have joining us today Wayne Wu, Managing Director at VMG Partners. If you aren't familiar with VMG, they are a private equity firm specializing in building iconic consumer brands. I'm a big fan of Wayne's podcast Unfinished Biz and reached out to ask him if he'd be willing to walk it way back for our Startup CPG community and take us through venture capital and private equity 101, and thankfully, he agreed. I learned a ton from this conversation and I hope you do as well.Listen in as Wayne shares:Definitions for private equity and venture capitalHow a venture capital fund works (you've all maybe figured out at this point that I'm a nerd but I LOVED this part! You may need to listen to it twice though; it's just packed with info and such an interesting peek behind the curtain that helps us understand investor behavior and motivations)VMG's framework for evaluating brands, including total addressable market, gross margin, supply chain, founder fit, and velocities and key metrics and definitions for those areasHow VMG sources deals and why you should reach out to VMG or talk to their team at the next trade show no matter your brand's "stage"What VMG's involvement with a brand looks like post-investmentAnd more!Episode Links:VMG Partners websiteWayne's LinkedInThe Unfinished Biz PodcastShow Links:Join the Startup CPG Slack community (8K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Today's guest you may recognize for a number of reasons but specifically from the cover of the Startup CPG Spotlight magazine! Ali Bonar, Co-Founder, CEO, and Chief Vibes Officer of Oat Haus and other members of the Oat Haus team were featured in last winter's magazine edition, so today we get to hear the latest news podcast style! Oat Haus makes the world's first oat-based spread: Granola Butter. Born out of Ali's eating disorder recovery, the mission behind the brand is to bring fun & play to food! Ali and her two other co-founders were on Shark Tank Season 13 in October of 2021, so make sure to check out that episode of the show (and if you love Shark Tank, make sure to listen to our recent interview with Alexiou Gibson (#57) where we do a deep dive on Shark Tank and that experience). It's going to come through in this conversation how much I love the Oat Haus granola butter products, but since we recorded, I did also get my brownie batter pre-release order and it. is. decadent. Somehow it's like eating brownie batter out of the bowl but without the stomachache or the top allergens. It's not going to last long in our "haus."Listen in to hear from Ali:- More about Oat Haus' founding story- The behind the scenes of their recent flavor hype drop and how they started collaborating with Jameela Jamil- Oat Haus' first marketing and sales hires- How they secured a national Sprouts launch and how they've supported that launch with influencer marketing- The realities of mental health as a founder- Riding the up and downs of publicity like Shark Tank- And more!Content warning: episode mentions eating disorders and sexual assault.Episode Links:Oat Haus website & IG @oat.hausAli's LinkedIn & IG @alibonarAli's podcast "Alicast"Startup CPG magazine issue featuring Oat HausJoin the #founder_health_and_wellness channel in the Startup CPG SlackInterviews with Ali on The Shine Online podcast and the Dare to Self Care podcastLauren Leavell Fitness mentioned by JessiShow Links:Join the Startup CPG Slack community (8K+ 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 about one of my favorite topics - ingredients. While the consumer sees a nice tidy ingredient list on the back of the package, the other side of finding the right ingredients with the right taste at the right price from the right supplier at the right time is no easy task. And we've got just the right expert to talk us through it - Lillian Cartwright the co-founder and CEO of ShelfLife, a B2B marketplace for wholesale ingredients built with emerging brands in mind. Listen in as Lillian shares about how to make the switch from sourcing from Amazon or Sysco to a wholesale supplier, what to prepare before reaching out to a supplier for a quote, logistics to think through when onboarding with a new supplier, how to use contracts to stabilize an ingredient's supply and pricing, tips for negotiating pricing and payment terms, how to streamline your supplier outreach efforts, and more. ShelfLife is a proud sponsor of Startup CPG.Episode Links:ShelfLife websiteLillian's LinkedInShelfLife article on the Startup CPG blog - "6 Key Things to Ready Before Approaching Ingredient Suppliers"Sign up for the Smirk's commodity report hereUSDA Market News resource mentionedShow Links:Join the Startup CPG Slack community (8K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

We've got a really fun episode today that I think will bring you a lot of joy and inspiration. It's probably no surprise but your Startup CPG team members are big Shark Tank fans. Our Startup CPG founder Daniel was watching Shark Tank a few months ago and he just knew today's guest was someone we all needed to know. From the Season 13 finale, where he landed a $600,000 deal from Mark Cuban and Kevin Hart, today's guest is Alexiou Gibson. You don't need to have seen the Shark Tank episode to enjoy our conversation but I definitely recommend watching it as soon as you can. So a little about Alexiou - he's founder and CEO of The Transformation Factory and creator of their Sea Moss Gel product and he scaled the company to $3.5 million in revenue in just 11 months (watch the Sharks faces when they hear that!). He's an incredible story teller and I hope you'll be smiling and laughing along with us (or even crying a little like me), plus you might need a notebook for all the wisdom he shares. Listen in as Alexiou shares about his career path from NASA to entrepreneurship, his personal health journey and transformation, launching a sea moss product during a pandemic, the best story I've ever heard for finding an online advertising expert, the process of getting on Shark Tank and what it was like to being on the show, making a deal, and the post-show diligence process, what's next at The Transformation Factory, and more.Episode Links:The Transformation Factory / Sea Moss Gel website and IG @seamosstransformationAlexiou's LinkedIn & IG @alexiou2.0More info on Season 13, Episode 24 of Shark TankWatch the episode on Amazon (should be available again on Hulu or ABC soon)Show Links:Join the Startup CPG Slack community (8K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Today is our fourth episode in the "First Hire" series where we talk about making first hires in marketing, finance, sales, and operations. So far we've covered sales, marketing, and operations, so be sure to check out those episodes, and today's subject is hiring for finance. When is it time to hire a full time finance person? How early do you need a bookkeeper? What functions within finance do you need to think about hiring for? Here to help us answer these questions is William Finkelstein, the Senior Vice President of Finance at Yamamotoyama, a three centuries old tea company that also owns Stash Tea. Listen in as William covers the day to day of a first finance hire, considerations for whether to hire a freelancer, full or part-time employee, or accounting firm, how to evaluate potential vendors and employees within finance, key metrics to track, how to prepare for your first finance hire and common pitfalls, and more.Episode Links:William's LinkedInYamamotoyama websiteStash Tea websiteShow Links:Join the Startup CPG Slack community (8K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Did you know that for the FDA to consider a product a jam, it needs to be 55% sugar content? When Anna Peck found this out, she thought it was wild and started experimenting in her kitchen. In 2019, Anna teamed up with co-founder Steve Ford to bring Chia Smash to market; a jam with 75% FRUIT content (and that's Upcycled Certified)! Full disclosure, Anna sent me some samples to try and my spouse is obsessed. And me? I've just been eating it the raspberry jam out of the jar with a spoon. Listen in as Anna shares the story behind Chia Smash, her time at Blue Apron, finding a co-founder and commercializing the recipe, launches with Thrive Market, Imperfect Foods, Misfit Markets, Whole Foods, and Sprouts, the rebrand process, beautiful recipe content, and more.Episode Links:Chia Smash website & IG @chiasmashAnna's LinkedInSteve's LinkedInStartup CPG Pitch Competition Trailer from Nov 2020 featuring Chia SmashShow Links:Join the Startup CPG Slack community (8K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

What if you could leverage the resources and experience of one of the largest snack companies in the world to grow your brand? Today we get to hear from two brands who did just that as members the 2022 CoLab cohort by SnackFutures at Mondelēz International. In this episode you'll hear from Brigette Wolf and Jackie Haney from SnackFutures, who are returning guests, and from the co-founders of GoNanas (Annie Slabotsky & Morgan Lerner) & Pan's Mushroom Jerky (Michael Pan & Shannon Lehotsky). It's a lot of voices with a lot of great insights in an episode with the most guests we've ever had on the show at once! Listen in to hear about the experiences of Pan's and GoNanas participating in the program including what they learned, long-term connections they made, and how it's accelerating their growth (including new retail launches, consumer insights, operations mastery), and also hear about the timing of the next cohort, how to apply, and what makes a brand a great fit for the program. SnackFutures is a proud sponsor of Startup CPG.Episode Links:SnackFutures websiteBrigette's LinkedInJackie's LinkedInGoNana's website & IG @go_nanasMorgan's LinkedInAnnie's LinkedInPan's Mushroom Jerky website & IG @mushroomjerkyMichael's LinkedInShannon's LinkedInClip from Pan's Shark Tank episode Link to our other podcast episode with Brigette & Jackie about CoLabShow Links:Join the Startup CPG Slack community (8K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]

Have you seen those "how it started; how it's going" posts? Today we basically get to do that as we catch up with one of the brands from Startup CPG's second pitch competition in November of 2020: Tsubi Soup, which since then, has really utilized the Slack community to make many helpful connections. Started by Tsubasa Nishitani, whose nickname is Tsubi, Tsubi Soups are gourmet plant-based instant soups made with premium vegetables and state of the art freeze drying technology. Today we're joined by Tsubi and husband Alex Novak to hear how they bring Japanese miso soups to the US, including the decision to pivot from the Japan market to the US market. Listen in as Tsubi and Alex share about creating the Tsubi Soup product we see today, learning how to export to the US and setting up the myriad of logistics, their other entrepreneurial adventures including saké and property management, a recent rebrand, and more.Episode Links:Tsubi Soup website & IG @tsubisoupTsubi's LinkedIn & Alex's LinkedInStartup CPG Pitch Competition Trailer from Nov 2020 featuring Tsubi SoupFour Fox Saké websiteHakuba White Fox property management websiteShow Links:Join the Startup CPG Slack community (8K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at [email protected]