The Startup CPG Podcast

What are the major watch-outs for a co-man contract? What should be there, and what shouldn't? What's boilerplate, and what might hurt you and the relationship in the long-run? Lauren Handel joins us to cover both the legal and the common-sense side of these agreements. Lauren is the Principal Attorney of Handel Food Law, a law firm dedicated to food, beverage, and farming businesses. Listen in as Lauren walks through the process of forming a great contract with your co-manufacturer from key contract provisions, to common red flags, to planning for amicable endings, and more. Handel Food Law is a proud sponsor of Startup CPG. Note: This presentation provides general information, not legal advice. You should consult an attorney for advice suitable for your specific needs. Unless you have entered into an engagement agreement with a specific law firm, you are not a client of that firm. Episode Links: Handel Food Law’s website Lauren's LinkedIn Contact [email protected] for more information Show Links: Join the Startup CPG Slack community (5K+ members and growing!) Follow @startupcpg Visit host Jessi's Linkedin or website Questions or comments about the episode? Email Jessi at [email protected]

The earliest records of herbal tea date back nearly 5,000 years, yet when Zahira Marmar moved her family to the US from St Martin, she could not find anything like the medicinal bush teas she grew up with to send with her kids to school. On the edge of tea brewing burnout from keeping her family and community stocked with herbal tea, Zahira founded Hrbvor (pronounced her-bi-vore), so that her sparkling herbals teas would be readily available in cans and to be able to more widely spread the message of the benefits of herbs. Listen in as Zahira shares the challenges and surprises of getting her creation to shelf - from the can shortage, to label challenges, to sourcing, to the inspiration behind each brew and more. Episode Links: Hrbvor's website & IG @hrbvor Zahira's LinkedIn Exciting News: The Startup CPG Podcast has been named the #2 CPG-Themed Podcast! Thank you for all of your support! Show Links: Join the Startup CPG Slack community (5K+ members and growing!) Follow @startupcpg Visit host Jessi's Linkedin or website Questions or comments about the episode? Email Jessi at [email protected]

79% of consumers have bought a new product in the last month; how do you make sure your brand is one of the the new products in a consumer's cart? Today we welcome Annalea Krebs, founder and CEO of Social Nature, a product discovery and trial platform in the better-for-you space. Listen in as Annalea covers the landscape of product discovery and trial amidst the pandemic (including demos, subscription boxes, coupons), her recommendations for top consumer insights questions to ask, her tips for building communities (Social Nature's community has nearly 1 million people!), and actionable ideas for how to best create online brand awareness, drive offline purchase, get consumer feedback, and turn consumers into brand advocates. Social Nature is a proud sponsor of Startup CPG. Episode Links: Social Nature’s website Annalea’s LinkedIn Join the Social Nature community as a consumer here As a CPG Brand, learn more about Social Nature’s programs here or contact their team at [email protected] Link to “The Complete Guide to Online-to-Offline (O2O) Marketing” mentioned by Annalea and Jessi Follow the #trynatural movement @socialnature Special offers from Social Nature for Startup CPG members: 20% off new Digital Demo subscription plans Complimentary Market Research Add-on for Sampling Projects ($2500 value) Exciting News: The Startup CPG Podcast has just been named the #2 CPG-Themed Podcast! Thank you for all of your support! Show Links: Join the Startup CPG Slack community (4,900+ members and growing!) Follow @startupcpg Visit host Jessi's Linkedin or website Questions or comments about the episode? Email Jessi at [email protected]

Have you heard of Oreos? Ritz? Cadbury? Then you know just a few brands in the portfolio of Mondelēz International, one of the largest snack companies in the world. Today we get the chance to talk with Brigette Wolf and Jackie Haney from SnackFutures, Mondelēz International's innovation and venture hub, about CoLab, SnackFutures’s start-up engagement program designed to support early-stage well-being brands. Brigette is the Global Head of SnackFutures, and Jackie is the Innovation and CoLab Program Manager. Listen in as Brigette & Jackie cover how to prep now for future potential acquisition, tips for forming lasting strategic partnerships, and everything you need to know about how the CoLab program works and how to apply to the 2022 cohort. SnackFutures is a proud sponsor of Startup CPG. Episode Links: SnackFutures website If you’re a mission-driven well-being start-up, apply for CoLab here! Article on the partnership between Startup CPG & CoLab Brigette's LinkedIn Jackie's LinkedIn Mondelēz International's State of Snacking annual report mentioned by Jessi Exciting News: The Startup CPG Podcast has just been named the #2 CPG-Themed Podcast! Thank you for all of your support! Show Links: Join the Startup CPG Slack community (4,900+ members and growing!) Follow @startupcpg Visit host Jessi's Linkedin or website Questions or comments about the episode? Email Jessi at [email protected]

With 200 million prime members worldwide and 60% of online purchases starting with an Amazon search, CPG brands can't ignore the opportunities available on Amazon. At Startup CPG, we're committed to helping small brands succeed on all channels, including Amazon and that's why we've partnered with Marketplace Ops. Today we welcome Fernando Campos, co-founder of Marketplace Ops, a leading online marketplaces brand management agency that helps CPG companies accelerate their growth on Amazon and Walmart. Listen in as Fernando covers pre-launch and launch tips, how to handle negative reviews, Amazon's VINE program, data-based strategies for optimizing your main image, a better way to think about ACOS targets, tips for choosing an Amazon vendor, and strategies for Black Friday, Cyber Monday. Marketplace Ops is a proud sponsor of Startup CPG. Episode Links: MarketplaceOps website Fernando's LinkedIn Browser extensions for estimating market size: Helium, Jungle Scout, & Viral Launch Amazon IP Accelerator Amazon AI tools: PACVUE, Perpetua Tool for polling campaigns: PickFu Link to Marketplace Ops Resource page with blog posts and playbooks Popular "9 Things CPG Companies Commonly Miss When Selling on Amazon" blog post Show Links: Join the Startup CPG Slack community (4,500+ members and growing!) Follow @startupcpg Visit host Jessi's Linkedin or website Questions or comments about the episode? Email Jessi at [email protected]

Health. Happiness. Hydration. Did you know the fruit of a cactus could help bring you all three? That’s why Kun Yang and four of his other pharmacist friends decided to found Pricklee, and create the quenchiest prickly pear cactus juice. Listen in to hear how coconut water is moving over for a new plant-based water with half the sugar and calories yet that’s filled with antioxidants. Kun is the CEO of Pricklee and an active member of our Startup CPG community, and he shares about Pricklee’s origin story, running around New York in a cactus suit, Pricklee's recent Today show spotlight, and his tips for other aspiring CPG entrepreneurs. Episode Links: Pricklee's website & IG @drinkpricklee Pricklee's recent feature on the Today Show Pricklee's recent feature in Entrepreneur Show Links: Join the Startup CPG Slack community (4,500+ members and growing!) Follow @startupcpg Visit host Jessi's Linkedin or website Questions or comments about the episode? Email Jessi at [email protected]

We’ve got a bonus episode for you! Expo East 2021 took place Sept 22-25 at the Philadelphia Convention Center. Startup CPG founder, Daniel Scharff hosted a live panel on LinkedIn with Jessica Rubino from the New Hope Network, John Craven from BevNET, and first-time exhibitor Sunanda Patel from TumiBee winner of the Startup CPG and New Hope Network booth giveaway. Listen in for how the first Expo event since 2019 unfolded and what to expect for Expo West 2022. Show Links: Join the Startup CPG Slack community (4,500+ members and growing!) Follow @startupcpg

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 @mindthefont Kirk's LinkedIn & IG @kirkvisola Check out Kirk's weekly Clubhouse session with his mom: Mondays With Marilyn every Monday at 12 noon PST Check out Kirk's weekly Startup CPG Clubhouse session on packaging with Andy Kurtts from Buttermilk Creative, "Kirk & Kurtts," every Thursday at 12 noon PST Kirk mentions Brandon Hernandez as a resource for operations, co-packing, and more at Whole Brain Consulting Kirk mentions Unsplash as a free photo resource Get a blast from the past and look up Iomega Zip Drives Show Links: Join the Startup CPG Slack community (4,500+ members and growing!) Follow @startupcpg Visit host Jessi's Linkedin or website Questions or comments about the episode? Email Jessi at [email protected]

It’s been my pleasure to be the host of Season 2, and now it's time to pass the torch for Season 3! This episode is to introduce you to Startup CPG's new podcast host, Jessi Freitag. She’s no stranger to entrepreneurship and and knows what it takes to build a CPG Brand. She’s a curious mind and a podcaster who loves conversations - so - let’s meet Jessi! @livbars @irohs.corner Jessi's LinkedIn profile Say hi at [email protected]

Nopales, or cactus in English, is one of the oldest plants in Mexico, it's been said that nopales was grown and eaten in Central Mexico before the Spanish even arrived. Today, the vegetable is still widely eaten throughout Mexico and United States. It's being called the "Plant of the Future" due to it's drought-resistant qualities, needing little water to survive, plus it's packed with fiber and antioxidants. Human rights attorney, Regina Trillo, is doubling down on nopales in a big way! She's combined her passion for health, transparency and love for chips to create Nemi's, a crunchy, nutrient-dense snack, inspired by Mexican flavors. Listen in as Regina shares how she's building a sustainable, better-for-you snack brand. @Nemi @MindTheFont @StartupCPG

Janie's Life-Changing Baked Goods has been transforming lives, including her own. Janie credits baking as giving her hope after she struggled with addiction and homelessness as a young adult. She's also changing the lives of those around her through service and hiring historically marginalized community members. Listen in as she shares her journey through darkness to the bright lights of the Food Network's Chopped Sweets, QVC, and beyond.

Sparkling craft cocktails from the heart of Los Angeles. Vervet is harnessing the cultural wealth of California and Co-Founder, Tuan Lee, is set on redefining what it means to be an American brand. @DrinkVervet If your brand is needing clarity on how to show up authentically in the Diversity, Equity, and Inclusion (DEI) space, email me. Along side executive producing the Startup CPG podcast I run my own consultancy, Merida Consulting, working at the intersection of DEI + Marketing Communications. Email me at [email protected]

If your brand is feeling a bit stuck in a rut, not quite connecting with consumers, or if you're struggling to set yourself a part from competitors, it might be time to refresh your Brand Strategy. In this episode we'll hear from Rebekah Hubbard, Managing Director at Heart Creative, a content & digital marketing agency. Listen in and take notes as Rebekah lays out the framework for refining your brand in 3 simple steps. Special thanks to our Community Partner Heart Creative, you can find them at HeartCreative.co

Never mix your cocktails from scratch again. Meet Alison Nathenson, co-founder of Steep't cocktails. Alison and her partner Chole are making it easier for you to create restaurant caliber cocktails in your own home for the fraction of the cost. Not staken, not stirred, Steep't. Take a listen.

If you are new around here, we are a community dedicated to helping young CPG brands succeed. We do this a few ways like giving access to phenomenal resources like our guest today, Mary Allen, who has expertise in taking brands global. She not only advise brands in this space, but she's also done it herself! She sells Savvy Green, a line of eco-clean detergent products, internationally. Listen in, as Mary dives into what type of products should be thinking about expanding internationally and resources to help you on the journey.

Meet Emily, a midwest mom, MBA-student and professional who is leading her family's journey to sustainable foods. Listen as we spotlight an array of consumer profiles, think 1-on-1 qualitative research, digging into the minds of today's consumers. Make sure to reference the other Consumer Profiles in season 2.

What if I told you there is a sweet icing dip made from plant protein powder…and it’s actually tasty?! Well believe me, it’s paradise in a jar. I’m talking to Emily Edwards, founder of Paradise Icing, she’s a former social worker turned food entrepreneur. Her story is one of health struggles, perseverance, and a whole lotta optimism! Listen in as we chat about how she’s building a brand that’s tastefully wholesome.

In a crowded marketplace where anyone can open a Shopify site to sell a product, you have to fight for attention. On today’s episode we will hear from Florian Radke, an expert in building successful direct-to-consumer brands. Listen as he breaks down what is really needed to have a thriving brand on Shopify.

Meet Brianna, a self-described plant-based, pescatarian and an avid label reader. She's new to city life and enjoying the easy access to new cultures, flavors and brands - even during a pandemic. Listen as we spotlight an array of consumer profiles, think 1-on-1 qualitative research, digging into the minds of today's consumers.

Melanie Kahn, founder of Poppilu Lemonade, shares how she’s been able to land on the shelves of top retailers like Walmart & soon to be Target. And how going bold on product innovation is paying off. Follow Poppilu on Instagram @drinkpoppilu

Meet Jennifer Yepez-Blundell, the new Startup CPG podcast host. Jennifer has an eternal curiosity for brands who are building better-for-you products and think outside the box, literally. She will showcase the diversity of thought behind some of today's youngest brands and highlight resources that help emerging brands level up each day.

Lauren Joyner is the CEO and Founder of LOCA Foods. LOCA's first product is a plant-based nacho sauce for the 21st century, made from potatoes. Lauren has really done her research to understand what it is about food that we enjoy - what purpose does it serve, in what context is it shared, how does it make us feel? This is such an important mindset for disrupting a broken food system. Understanding what doesn't work, how it got that way, and why we cling to it are essential foundations for building a better product. On this episode, Lauren and I talk about how LOCA is reinventing comfort foods in a way that's better for humans, animals and the planet. We discuss important angles for thinking about nutrition, shelf life, and even dive into the history of America's obsession with cheese.

Startup CPG is a community of passionate people who love to build products that make our bodies happy, and our world healthy. In less than a year our community has grown to over 1200 active and engaged memebers. We have bigger and better projects in the pipeline to support small CPG brands - the best is yet to come.

John Schiaroli loves using his years of experience in operations to support young brands as they are being molded. He builds operational frameworks for growth, helping young brands create scalable, precise and effective backbones to make sure the business works. John's experience ranges from years at multinational brands like Coke and Pepsi, to more recently leading supply chain operations for brands like RUNA, WTRMLN WTR, and Milk Bar. On this episode, John walks me through the most important lessons for effective operations strategy, whether you're building a new brand with a few hundred thousand in the bank, or innovating at a large company, you'll find this episode helpful. For a deeper dive into operations with John, check out his podcast: https://www.youtube.com/watch?v=OIqwVWUoQis.

How do you bring a traditional product to market while maintaining the integrity of family tradition? Meet Mariam Elghani, founder of Garlic Goodness, Garlic Dips and Snacks. Produced in California with farm-fresh ingredients, Garlic Goodness bring bold yet approachable flavors to homes in California. Garlic Goodness is based off a family recipe that has traveled from the Lavant to Sacramento. One main ingredient has changed - egg whites - to make the dip plant based. Yet, the heart of the dip is still the same. Mariam oversees all the production: "it's the way that we've been making it in the restaurant for the past 12 years." On this episode, Mariam and I talk about what it is like to make essential changes to reach a larger audience while staying true to your roots.

Are you thinking about selling your products online, direct to consumer? Not sure if you should start selling on Amazon, on your own website, or somewhere else? Unclear if e-commerce can be profitable for your business? E-commerce and growth marketing experts Rachel Barge and Kate Lin discuss strategies for reaching your customers directly on episode 10. Rachel Barge is the founder of Leap Grow, a premium group of freelance growth marketers and has served as the Head of Growth/Marketing for companies like Hip Camp, Yerdle, and Gig Car Share. Kate Lin is a marketing strategist at Right Side Up. She advises companies on how to unlock additional revenue, from early stage ventures to Fortune 500 companies.

Improving something should be inherently innovative, but within the food and beverage world, what really fuels the "better for you" space? As a young company, what support exists to help you stick to your vision and values? In this episode of the Startup CPG Podcast, we interview Chloe Sorvino, a staff writer at Forbes. Chloe covers all things CPG, from Billionaires to Under 30 entrepreneurs. Under 30 applications just opened, so be sure to listen to the entire episode for tips from Chloe on how to stand out in your application!

What really makes a product stand out to investors and customers? Gregorio Santiago has spent his career getting to know the ins and outs of what makes a great product succeed, and why some of the most innovative products never make it to market. Formerly the head of Acceleration and Discovery at Distill Ventures and a serial entrepreneur himself, Gregorio shares some tactical stories and tips with us.

What is a Co-Man, Co-Manufacturer, or Co-Packer? If you’re a budding CPG business, should you consider partering with one to save overhead? Turns out, they can be super helpful in securing deals within your supply chain, but there’s a few things you should know before approaching a contract manufacturer. In this week’s episode of the Startup CPG podcast, we sit down with Matt Suggs, the founder of Partner Slate. He walks us through everything you need to know about getting your recipe off the ground and into stores.

Today's episode is a conversation with Clara Paye, Founder of UNiTE Food. UNiTE packs globally inspired flavors and wholesome, gluten-free ingredients and superfoods into nourishing, high-protein snacks. Clara is technically a one-woman show but she's clearly building something so much bigger than herself, and on this episode we talk about the inspiration and process of shaking up a pretty basic niche of CPG, bringing diversity and inclusion to the protein bar space.

Partnerships come in many forms and, with a little creativity, can present themselves in pretty unique ways! In this episode, we sit down with Caroline Cotto, the COO of Renewal Mill, to discuss the power of partnerships, keeping an open mind, and building a circular economy for food.

Oatly founder Bjorn Oste is launching a new functional beverage, Good Idea Drinks. Bjorn and I discuss what he learned about building an authentic brand at Oatly, and how that is shaping strategy for Good Idea.

This episode features Zach En'wezoh, the Co-Founder and Head of Product for Bissy Energy. They're creating social equity for small holder farmers in Nigeria through the use of caffeinated Kolanut products. Zach shares their origin story, how they built their supply chain, and how they're building a brand on a foundation of care and transparency within the supply chain.

Everyone is asking... what does a sales broker do, anyway? Are they worth incorporating into your business model, and if so, when? Jake Huber from The Better Food Group breaks it down for us on why you should work with one, and how to have a successful partnership.

A brief introduction to the Startup CPG Podcast, from your host, Amanda Rodriguez, and Daniel Scharff, founder of the Startup CPG Network.