Custom Manufacturing Industry podcast is an entrepreneurship and motivational podcast on all platforms, hosted by Aaron Clippinger. Being CEO of multiple companies including the signage industry and the software industry, Aaron has over 20 years of consulting and business management. His software has grown internationally and with over a billion dollars annually going through the software. Using his Accounting degree, Aaron will be talking about his organizational ways to get things done. Hi ...
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Founder Feature: Marilyn Yang of Popadelics
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In this episode of the Startup CPG Podcast, Grace Kennedy chats with Marilyn Yang, co-founder and CEO of Popadelics—the first-of-its-kind crunchy shiitake mushroom chip brand. Marilyn shares the story of how she and her husband turned a pandemic-era idea into a nationwide retail brand, detailing their journey from finance to CPG, and the behind-the-scenes grind of product development, branding, pivoting from DTC to retail, and navigating funding without losing creative control.
She dives into how they created bold, edgy branding to change perceptions around mushrooms, launched with eye-catching flavors like Rosemary + Salt and Twisted Thai Chili, and scaled the brand through demos, trade shows, and sheer hustle. Plus, she shares what it’s like getting on shelves at places like Whole Foods, Urban Outfitters, and even airport stores, all while building a company rooted in a bigger mission to make all mushrooms—culinary and psychedelic—mainstream.
Follow along for more founder stories and behind-the-scenes startup wisdom—tune in now!
Listen in as they share about:
- Popadelics Founding Story
- Flavor Development
- Initial Launch Strategy
- Go-to-Market Strategy
- Funding & Self-Financing
- Pitching & Investor Readiness
- Biggest Challenges and Future Goals
Episode Links:
Website: https://popadelics.com
LinkedIn: https://www.linkedin.com/company/popadelics/
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (20K+ members and growing!)
- Follow @startupcpg
- Visit host Grace's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
284 episodes
ShareManage episode 476406071 series 3245357
Content provided by Startup CPG. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Startup CPG or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
In this episode of the Startup CPG Podcast, Grace Kennedy chats with Marilyn Yang, co-founder and CEO of Popadelics—the first-of-its-kind crunchy shiitake mushroom chip brand. Marilyn shares the story of how she and her husband turned a pandemic-era idea into a nationwide retail brand, detailing their journey from finance to CPG, and the behind-the-scenes grind of product development, branding, pivoting from DTC to retail, and navigating funding without losing creative control.
She dives into how they created bold, edgy branding to change perceptions around mushrooms, launched with eye-catching flavors like Rosemary + Salt and Twisted Thai Chili, and scaled the brand through demos, trade shows, and sheer hustle. Plus, she shares what it’s like getting on shelves at places like Whole Foods, Urban Outfitters, and even airport stores, all while building a company rooted in a bigger mission to make all mushrooms—culinary and psychedelic—mainstream.
Follow along for more founder stories and behind-the-scenes startup wisdom—tune in now!
Listen in as they share about:
- Popadelics Founding Story
- Flavor Development
- Initial Launch Strategy
- Go-to-Market Strategy
- Funding & Self-Financing
- Pitching & Investor Readiness
- Biggest Challenges and Future Goals
Episode Links:
Website: https://popadelics.com
LinkedIn: https://www.linkedin.com/company/popadelics/
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (20K+ members and growing!)
- Follow @startupcpg
- Visit host Grace's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
284 episodes
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In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Patricia Menegoto and Caitlin Bricker from the Startup CPG team for a packed update on everything happening across the community. They dive deep into the Shelfies , the industry's largest free product awards program, discussing standout submissions, evolving trends in plant-based innovation, and what it’s like to be a Shelfies judge. Patricia and Caitlin share their unique judging processes and the behind-the-scenes chaos (and joy!) of receiving hundreds of packages. The team also highlights major upcoming events—from the Further initiative empowering female founders to the jam-packed Fancy Food Show schedule, featuring buyer meetings, founder dinners, and a silent disco at Discotopia during Newtopia Now. Plus, you’ll get the inside scoop on the Grocery Run event series, how the Startup CPG Newswire is amplifying brand news for free, and Caitlin’s new role as host of the Friday Founder Feature podcast episodes. Whether you're already part of the Startup CPG community or just discovering it, this episode is your roadmap to all the ways we're connecting, celebrating, and supporting emerging brands across the country. Don’t miss out—Listen now! Email and Content Manager Job Application: https://docs.google.com/forms/d/e/1FAIpQLScI2upkBZbBA6NuJ0pMQCktMPFHVM-zF22pT66UEpUAH0ZVAg/viewform CPG Operations Writer Job Application: https://docs.google.com/forms/d/e/1FAIpQLSfbhEnmFjJ0M2myKIpbz5FU6RX-jAyyoAZ1FkNiwe5SD6steA/viewform Listen in as they share about: Shelfies Awards Further Program for Female Founders Trade Show Events - Fancy Food Show -Newtopia Now -Expo West Grocery Run Event Series Startup CPG Newswire Team and Community Highlights Episode Links: LinkedIn: https://www.linkedin.com/in/pmenegoto/ LinkedIn: https://www.linkedin.com/in/caitlinbricker/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 Founder Feature: Stephanie Berwick of Pastazerts 35:03
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Grace Kennedy is joined by Stephanie Berwick, founder of Pastazerts—the first brand to bring chocolate ravioli to market. Stephanie shares her unique journey from a two-decade career in fintech to launching a frozen dessert product that’s carving out a completely new category in CPG. She discusses how early success in amateur cooking competitions sparked the idea, and walks through the practical steps she took to validate the concept, navigate production challenges, and transition from self-manufacturing to working with a co-manufacturer. Stephanie also opens up about the realities of bootstrapping a frozen brand, conducting a debt-based crowdfunding round, and the strategic rollout into retail and foodservice. This episode is packed with valuable insights on innovation, retail readiness, and managing operational complexity in the frozen space. Tune in now! Listen in as they share about: Overview of Pastazerts Early Steps & Product Development Product Development and Scaling Retail & Distribution Strategy Frozen Category Challenges Funding and Financial Strategy Marketing and Community Building Advice for Entrepreneurs Episode Links: Website: https://pastazerts.com/ LinkedIn: https://www.linkedin.com/in/stephanie-berwick/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 #197 - AI for CPG 101 with Chris Szigeti 1:08:04
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff is joined by Chris Szigeti, a seasoned tech consultant and emerging CPG founder, for an in-depth discussion on how artificial intelligence is transforming the consumer packaged goods industry. Chris demystifies foundational AI models such as ChatGPT, Claude, Gemini, and Perplexity, and shares practical strategies for integrating these tools into early-stage brand building. From conducting deep market research to creating AI-powered advisory boards, Chris outlines how solo founders can effectively leverage AI to streamline operations, accelerate development, and make more informed business decisions. Drawing from his own experience building Froth and Honey , Chris offers a candid look at how AI can reduce overhead, enhance creativity, and help brands launch smarter and faster — even with limited resources. If you're a CPG founder looking to better understand and apply AI in your business, this episode is a must-listen. Listen in as they share about: AI and Foundational Models How to Use AI Effectively Practical Use of AI for CPG Brands Research & Strategy via AI Customizing AI Responses Using AI as a Virtual Advisor AI for Content Creation & Design How Chris Uses AI to Build His Brand Pros & Cons of AI Episode Links: Website: https://www.peakproductgroup.com/ LinkedIn: https://www.linkedin.com/in/chrisszigeti/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 Founder Feature: Cynthia Duran of Xinca Foods 40:38
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Grace Kennedy sits down with Cynthia Duran, founder of Xinca Foods , one of the first Salvadoran frozen food brands in the U.S. market. Cynthia shares her inspiring journey from a career in tech at companies like Microsoft and T-Mobile to launching Xinca Foods—a brand rooted in heritage and dedicated to making high-quality frozen pupusas accessible across the country. They dive into the realities of bootstrapping a CPG business, the importance of self-manufacturing to preserve authenticity, and the strategic decision to pause growth in order to focus on consumer awareness. Cynthia also opens up about the challenges of entering new markets, learning from on-the-ground demos, navigating distribution, and adapting packaging and pricing to meet regional demand. Whether you're a founder, food entrepreneur, or simply curious about the behind-the-scenes of scaling a culturally rich food brand, this episode offers a candid look at the grit, strategy, and community that power Xinca Foods. Listen in as they share about: Founding Story of Xinka Foods Bootstrapping and Self-Manufacturing Direct-to-Consumer to Retail Transition Retail and Distribution Strategy Packaging and Marketing Lessons Day-to-Day Operations Customer Feedback and Eating Creativity Startup CPG Community and Resources Episode Links: Website: https://xincafoods.com/ LinkedIn: https://www.linkedin.com/in/cynthia-duran-693410b9/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 #196 - Corporate Structure & Financing 101 with Giannuzzi Lewendon 58:47
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff sits down with Adam Marsh and Gabrielle McGonagall from Giannuzzi Lewendon, one of the most trusted law firms for CPG founders. They break down everything early-stage founders need to know about setting up their companies, choosing the right entity (LLC vs. C-Corp), fundraising strategies, issuing equity to employees and advisors, and how to protect yourself from losing control of your business. Adam and Gabby also unpack key differences between SAFEs and convertible notes, the pros and cons of crowdfunding, the reality of secondary sales for founders, and why having the right legal advisors is crucial—especially as you scale. Whether you're raising your first check or dreaming of a major exit, this conversation will set you up with the legal fundamentals to do it smartly and safely. Ready to level up your founder knowledge? Listen now and get one step closer to building a company that lasts! Contact Giannuzzi Lewendon for a consultation at https://gllaw.us/ Listen in as they share about: Choosing the Right Business Entity Equity Ownership and Vesting Fundraising Mechanics Investor Rights and Founder Protection Dilution and Secondary Sales Legal Expertise vs. AI Tools Episode Links: Website: https://gllaw.us/ LinkedIn: https://www.linkedin.com/in/adam-marsh-847a8571/ LinkedIn: https://www.linkedin.com/in/gabrielle-mcgonagle-803b2b21/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 Founder Feature: Damiano Messineo of Loopini 36:56
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Grace Kennedy speaks with Damiano Messineo, founder of Loopini , a revolutionary brand reimagining pizza through the power of the ancient lupini bean. From his childhood obsession with pizza to launching a premium, protein-packed frozen pizza line made in Italy, Damiano shares his flavorful journey of turning tradition into innovation. He walks us through the lupini bean’s history—from Roman legions to Mayan civilization—and how this under-the-radar superfood is redefining the frozen aisle. Damiano also talks about sourcing ingredients straight from Naples, the importance of clean Italian flour, and the art of crafting a delicious, healthy pizza that still tastes indulgent. You’ll hear insights on launching at Fancy Foods, navigating international supply chains, and the role of community in early-stage growth. Tune in now! Listen in as they share about: Origin of Loopini Pizza What Makes Loopini Unique Startup Growth & Product Testing Challenges & Supply Chain Realities Retail & Pricing Strategy Direct-to-Consumer (DTC) Efforts Community & Startup CPG Support Episode Links: Website: https://eatloopini.com/ LinkedIn: https://www.linkedin.com/in/damiano-messineo-53354018a/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 Bonus - Flavored Milk: How Jubilee's Is Changing the Game for Picky Eaters 42:31
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Play Later Play Later Lists Like LikedIn this bonus episode of the Startup CPG Podcast, our Editor, Caitlin Bricker, sits down with Ashley Waldman, founder of Jubilee's, a groundbreaking line of flavored milk for kids made with real fruit, hidden vegetables, high protein, and zero added sugar. Jubilee's just won the "Ones to Watch" lightning pitch competition at Beverage Forum! In this episode, Ashley shares the personal story that inspired the brand’s creation, including her experience as a parent of a child with autism and her frustration with the lack of nutritious, low-sugar beverage options for children. From working with a professional formulator to pioneering a new approach to sweetening milk with fruits and vegetables, Ashley provides a transparent look into the product development process, the health implications of added sugar, and the early wins that are propelling Jubilee's into retail spaces and onto Amazon. They also explore broader industry trends, the rise of functional and clean-label products, and practical advice for emerging founders in the CPG space. What are you waiting for? Listen now! Listen in as they share about: Founding Story of Jubilee's Product Formulation & Innovation Parenting & Health Consciousness Consumer Trends & Health Culture Marketing & Distribution Clean Label & Ingredient Awareness Founder Advice Episode Links: Website: https://drinkjubilees.com/ LinkedIn: https://www.linkedin.com/in/ashleyverrill/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 #195 - What Do Health and Sustainability Really Mean to Consumers? | Dana Kim & Sam Kass 1:00:05
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff chats with Dana Kim & Sam Kass to unpack what “health” and “sustainability” actually mean to today’s consumers. Sam Kass, former White House Chef and food policy advisor to the Obamas, shares behind-the-scenes stories from the West Wing—including what it's really like cooking for the First Family—and how those experiences led to a deep commitment to reshaping our food systems. He dives into the hard truths about sugar, portion sizes, and policy limits, as well as the ambitious mission behind his new venture, PLEZi, to help shift eating habits for the next generation. Dana Kim, founder & CEO of product testing platform Highlight, brings the data. From packaging guilt to sweetener preferences, Dana shares real consumer insights from across the U.S.—what shoppers say they care about vs. what they actually buy, and why brands need to tailor their health and sustainability messages to fit different audiences (Erewhon isn't the whole world!). Together, they explore how brands can build better-for-you products and communicate them effectively—without falling into the greenwashing trap. 👉 Want to learn how to turn data into product gold and create CPG brands that truly resonate with customers? Listen now and get inspired by two people shaping the future of food. Learn more about Highlight here Listen in as they share about: Health and Sustainability in Consumer Perception Sam Kass’ White House Experience Nutrition Policy and Cultural Barriers Consumer Behavior & Product Testing Sustainability Perception Trends in Food & Beverage Differences Between Mass and Tastemaker Consumers Brand Strategy & Messaging Advice to Founders and Brands Episode Links: IG: https://www.instagram.com/samkassdc/?hl=en LinkedIn: https://www.linkedin.com/in/sam-kass-896752112/ Website: https://www.letshighlight.com/ LinkedIn: https://www.linkedin.com/in/dana-kim-44920135/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 Founder Feature: Morgan Murdock of Unbothered Foods 40:56
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Grace Kennedy chats with Morgan Murdock, the founder of Unbothered Foods—a gut-friendly, sourdough-based cracker brand launched in 2023. Morgan, a clinical dietitian turned CPG entrepreneur, shares her journey from working with IBS patients to creating a delicious, low FODMAP cracker that prioritizes both taste and digestive health. They dive into everything from navigating product formulation and scaling production to finding the right co-manufacturer and managing fermentation at scale. Morgan also opens up about fundraising via WeFunder, the challenges of being a solo founder, and the importance of mentorship in building a mission-driven food brand. If you're a CPG founder, health-conscious foodie, or just love a good cracker, you won’t want to miss this one. Tune in now! Use code STARTUPCPG at checkout for 15% off any cracker product! Listen in as they share about: Unbothered Foods Overview Why Crackers? The Sourdough Advantage Scaling & Manufacturing Journey Retail & Distribution Strategy Funding & Bootstrapping Solo Founder Life Mentorship & Community Support Episode Links: Website: https://unbotheredfoods.com/ LinkedIn: https://www.linkedin.com/in/morganjmurdock/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 #194 - AI for Ops with YANY Beauty and Phenomenal Foods Co 42:13
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG podcast, Daniel Scharff and Caitlin Bricker dive deep into how emerging brands are using AI for operations and back office support. Joined by two powerhouse founders—Yaminah Childress of YANY Beauty and Veronica Blue of Phenomenal Foods Co—they explore how small teams are using AI to scale smarter, save time, and simplify complex workflows. From AI-powered forecasting and document automation to personalized marketing and product costing, this episode breaks down the real-world tools that founders are actually using. Yaminah shares how she leverages tools like Perplexity AI and Contractor AI to manage agreements, expansion strategies, and even create AI assistants. Meanwhile, Veronica reveals how ChatGPT has become her go-to tool for recipe costing, unit economics, and preparing investor-ready projections—all as a solopreneur. Whether you're skeptical, curious, or already experimenting with AI, this episode will give you practical ideas and fresh inspiration to apply AI in your own business ops. Tune in now to learn how these founders are turning AI into their ultimate business partner. Listen in as they share about: Initial Skepticism Around AI AI as a Tool for Business Efficiency AI as a Tool for Lean Teams AI for Financial Modeling & Forecasting AI Building Internal Knowledge Bases Legal, Regulatory, and Forecasting Uses Custom Tools & Software AI as a Creative Partner Episode Links: Website: https://yanybeauty.co/ LinkedIn: https://www.linkedin.com/in/iamyaminah/ Website: https://phenomenalfoodsco.com/ LinkedIn: https://www.linkedin.com/in/vblue/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 Founder Feature: BJ McCaslin of Holy! Water 37:16
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Grace Kennedy speaks with BJ McCaslin, co-founder of Holy! Water.BJ shares the story behind Holy! Water, a functional beverage brand built on the belief that health is sacred. Drawing on his deep experience in hospitality and beverage entrepreneurship—including a successful exit to Vita Coco—BJ discusses how Holy! Water was developed to meet multiple consumer needs with formulations that include ketones, functional mushrooms, and nootropics. They explore the evolution of the non-alcoholic and functional beverage categories, the challenges of product development, retail strategy, and navigating distribution. BJ also opens up about his approach to brand-building, investing in people, and what it takes to succeed in a highly competitive industry. Whether you're a CPG founder, investor, or industry enthusiast, this episode offers valuable insight into the grit, creativity, and strategy behind bringing a beverage brand to life. Listen now! 👉 Try Holy! Water at enjoyholywater.com with code ALWAYS30 for 30% off! Listen in as they share about: Holy! Water Overview Product Line & Unique Ingredients Distribution & Partnerships R&D Process & Challenges Marketing & Sales Strategy Positioning & Category Insight Brand Philosophy & Culture Episode Links: Website: https://enjoyholywater.com/ LinkedIn: https://www.linkedin.com/in/bjmccaslin/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 #193 - How to Drive Velocity with Matt Merson 53:53
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff sits down with CPG veteran Matt Merson to dive deep into one of the most critical topics for emerging brands: velocity. With over three decades of experience from industry giants to emerging brands, including Coca-Cola, Dannon Yogurt, Glaceau Vitaminwater, Zico, Boxed Water, Haven’s Kitchen, and now Once Upon a Coconut—Matt shares hard-earned insights on what it really takes to drive product velocity in retail. They explore everything from the pre-launch groundwork that sets brands up for success to the nuances of working with retailers, optimizing shelf placement, leveraging data, and understanding buyer expectations. They also break down in-store vs. out-of-store tactics, how to effectively run promotions and demos, and how to use merchandising partners to gain a competitive edge. For bootstrapped founders and well-funded startups alike. Matt’s advice offers a roadmap to building a brand that turns quickly, wins over buyers, and scales sustainably in retail. Tune in now! Schedule a call with Grassroots, Startup CPG's demo partner: https://calendly.com/grassrootsmarketing/grassroots-x-startupcpg-intro-call Access Startup CPG's exclusive data package with NIQ: https://nielseniq.com/global/en/landing-page/startupcpg/ Listen in as they share about: Velocity in Retail for CPG Brands Pre-Launch Strategy Driving In-Store Velocity Merchandising Out-of-Store Strategies Data & Velocity Metrics Distribution & Stockouts Bootstrapping Advice Episode Links: LinkedIn: https://www.linkedin.com/in/matthew-merson/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
In this episode of the Startup CPG Podcast, host Grace Kennedy speaks with Max Luthy, co-founder of Plink! Hydration , a fast-growing brand bringing a fresh take to the electrolyte category with its fizzy, flavorful, and sustainable hydration tablets. Max shares the brand’s unique origin story, the challenges of positioning a disruptive product in a traditional market, and how Plink! has scaled from concept to landing on shelves in over 1,100 CVS locations. He offers valuable insights into product development, retail strategy, category navigation, and the importance of refining your value proposition as you grow. Whether you're a founder, brand builder, or CPG enthusiast, this conversation offers actionable takeaways and an inspiring look at what it takes to succeed in the modern beverage space. Listen now! Listen in as they share about: The Origin of Plink! Hydration Co-Founder Dynamic Product Positioning Category Strategy Retail & Growth Environmental Mission E-commerce Learnings Flavor & Formulation Decisions Retail & DTC Growth Advice for Other Founders Episode Links: Website: https://drinkplink.com/ LinkedIn: https://www.linkedin.com/in/maxwell-luthy-a8587137/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 #192 - Summer Fancy Food Show 101 with SFA, BARIS, Earth Fare 49:48
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff and Patricia Menegoto from the Startup CPG team sit down with Leana Salamah of the Specialty Food Association to learn all about the upcoming Summer Fancy Food Show in New York, as well as Luca Molinari of BARIS, who exhibited last year, and Jaden McTaggart from Earth Fare, a show regular. They kick things off with an inside look at the upcoming Summer Fancy Food Show in New York—why it’s one of the most high-impact events of the year for emerging brands, and what makes the Startup CPG section a magnet for top-tier buyers. Leana shares how the show supports brands at every stage, while Daniel and Patricia offer a behind-the-scenes look at their curated events, pitch sessions, and founder networking opportunities. Then, Luca shares the story behind BARIS—a Patagonia-born, chocolate-dipped raspberry brand that turned a single tabletop at Fancy Food into major retail wins. He shares insights on connecting with buyers, leading with purpose, and building traction as a young brand. Lastly, Jaden offers the buyer’s perspective from Earth Fare, explaining what stands out at Fancy Food, how he approaches early-stage brands, and why product mission, packaging, and personal connection matter more than ever. Tune in now! Our upcoming Fancy Food Show 101 webinar: https://www.eventbrite.com/e/fancy-food-show-101-get-ready-for-the-2025-summer-show-tickets-1291507807619?aff=oddtdtcreator Apply for the Startup CPG section at Fancy Food Show: https://docs.google.com/forms/d/e/1FAIpQLSdbu0jtXP2n-tS1xSWhC9LHorFI8Fm736mujws35eftWixlfg/viewform Listen in as they share about: Overview of the Fancy Food Show (Summer Edition) Opportunities for Brands at the Show What to Expect from the Show Startup CPG’s Role and Events at the Show Brand Perspective - SFA (Leana) Brand Perspective – Baris (Luca) Buyer Perspective – Earth Fare (Jaden) Tips for Brands Attending Fancy Food Episode Links: Website: https://www.specialtyfood.com/ LinkedIn: https://www.linkedin.com/in/leana-rogers-salamah-5770862/ Website: https://everybaris.com/ LinkedIn: https://www.linkedin.com/in/luca-molinari-cattarossi/ Website: https://www.instagram.com/earthfare/?hl=en LinkedIn: https://www.linkedin.com/in/jaden-mctaggart-1167225b/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
1 Founder Feature: Marilyn Yang of Popadelics 37:33
37:33 Play Later Play Later Lists Like Liked37:33
Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Grace Kennedy chats with Marilyn Yang, co-founder and CEO of Popadelics—the first-of-its-kind crunchy shiitake mushroom chip brand. Marilyn shares the story of how she and her husband turned a pandemic-era idea into a nationwide retail brand, detailing their journey from finance to CPG, and the behind-the-scenes grind of product development, branding, pivoting from DTC to retail, and navigating funding without losing creative control. She dives into how they created bold, edgy branding to change perceptions around mushrooms, launched with eye-catching flavors like Rosemary + Salt and Twisted Thai Chili, and scaled the brand through demos, trade shows, and sheer hustle. Plus, she shares what it’s like getting on shelves at places like Whole Foods, Urban Outfitters, and even airport stores, all while building a company rooted in a bigger mission to make all mushrooms—culinary and psychedelic—mainstream. Follow along for more founder stories and behind-the-scenes startup wisdom—tune in now! Listen in as they share about: Popadelics Founding Story Flavor Development Initial Launch Strategy Go-to-Market Strategy Funding & Self-Financing Pitching & Investor Readiness Biggest Challenges and Future Goals Episode Links: Website: https://popadelics.com LinkedIn: https://www.linkedin.com/company/popadelics/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #191 - GNC’s Next Big Thing: Plink! and Green Regimen’s Winning Formula 41:06
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff sits down with Luke Montgomery-Smith, co-founder of Plink!, and Tyshawn Bryant, founder of Green Regimen, to unpack their incredible journeys through GNC’s Next Big Thing competition. From the initial application process to standing on shelves nationwide, Luke and Tyshawn share what it took to win, what they learned working with a major retailer, and how they’ve continued to grow post-launch. Hear how Plink! scaled from Vermont startup to national hydration contender, and how Green Regimen broke through with plant-based protein in GNC’s evolving wellness space. Whether it’s walking into GNC stores to personally connect with staff or mastering the retail pitch, this episode is packed with insights for any CPG founder looking to take their brand to the next level. Don’t miss this behind-the-scenes look at how hustle, strategy, and timing can lead to big wins. Thinking of applying to the next GNC Next Big Thing? Apply to GNC x Startup CPG NEXT BIG THING, deadline of 4/30: https://bit.ly/gncnextbigthing Listen in as they share about: Luke Montgomery-Smith (Plink!) Applying to GNC's Next Big Thing The Expo West Connection Pitching at GNC HQ What It Takes to Win as a Startup From End Cap to Permanent Shelf Placement Building Relationships with GNC Store Staff The Power of Strategic Retail Partnerships Fundraising Momentum After the Win Tyshawn Bryant (Green Regimen) Why he Almost Didn’t Apply Understanding the New GNC Creating a Standout Submission Video The Surprise Win for All Finalists How to Make the Most of a Retail Test In-Store Demos and Customer Education Adapting to Different Customer Segments Episode Links: Website: https://greenregimen.com/ LinkedIn: https://www.linkedin.com/in/greenregimen/ Website: https://drinkplink.com/ LinkedIn: https://www.linkedin.com/in/lukejms/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #190 - Tariffs 2.0: Hotpot Queen, Fila Manila & Circle Beverage 43:00
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff sits down with Jia Liao of Hotpot Queen, Jake Deleon of Fila Manila, and Matt Whiteside of Circle Beverage to unpack the real-world impact of skyrocketing tariffs on emerging food and beverage brands. Jia shares the challenges of manufacturing in China and how a sudden 54% tariff hike forced her to rethink pricing, margins, and her relationship with her suppliers. Jake offers a different angle, explaining how Fila Manila’s U.S.-based production could give it a competitive edge as imported brands face cost spikes. Meanwhile, Matt provides the manufacturer’s perspective—explaining how tariffs are affecting ingredient costs, supply chain decisions, and even equipment investments. Whether you're a brand founder, manufacturer, or just curious about how global policy hits Main Street, this episode breaks it all down. Tune in now to hear how resilient brands are pivoting in real time—and learn how you can adapt your strategy to stay ahead. Listen in as they share about: Jia Liao (Hotpot Queen) - 54% Tariff Spike - Cost of Staying Premium - Supplier Negotiations and Strategic Shifts - Why Small Brands Get Hit Hardest - Jia’s Personal Thoughts on Tariffs Jake Deleon (Fila Manila) - How U.S. Manufacturing Helped Fila Manila - Issues With Imported Ingredients and Packaging - The Double-Edged Sword of Tariffs - Turning Disruption Into Strategy Matt Whiteside (Circle Beverage) - How Tariffs Are Raising Manufacturing Costs - Why Pricing Can’t Change Right Away - Focusing on Long-Term Brand Partnerships - Tariffs Make Equipment More Expensive - Why Strong Relationships Matter Right Now Episode Links: Website: https://hotpotqueen.com LinkedIn: https://www.linkedin.com/in/weijia-liao/ Website: https://filamanila.com LinkedIn: https://www.linkedin.com/in/jacobcdeleon/ Website: https://www.circlebev.com LinkedIn: https://www.linkedin.com/in/matt-whiteside/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Maxi Heidenblut of Häppy Candy 33:43
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG podcast, Grace Kennedy sits down with Maxi Heidenblut, the founder of Häppy Candy, a better-for-you gummy candy brand with 70% less sugar—without using artificial sweeteners. Maxi shares her journey from working in asset management to launching a CPG startup, tackling the challenges of bootstrapping, cold-calling manufacturers, and navigating the retail landscape. She also discusses how Häppy Candy is making waves in independent stores and national retail, leveraging social media, influencer marketing, and trade shows to expand its footprint. Tune in to hear how Maxi is reshaping the candy industry with a healthier, delicious alternative—all while managing a full-time job in New York City. Listen in as they share about: Overview of Happy Candy Product Development and Manufacturing Challenges as a First-Time Founder Business Launch & Initial Growth Retail & Expansion Strategy DTC (Direct-to-Consumer) & Social Media Strategy Challenges of Bootstrapping & Financial Planning Future Goals Episode Links: Website: https://haeppycandy.com/ LinkedIn: https://www.linkedin.com/company/haeppy-candy/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #189 - Distributor Spotlight: Tim Dornfeld, KeHE 57:48
57:48 Play Later Play Later Lists Like Liked57:48
Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff sits down with Tim Dornfeld, Director of Category Management at KeHE, to dive deep into what every brand should know about working with a distributor. Tim shares valuable insights on common misconceptions, the key factors that set successful brands apart, and how KeHE supports emerging brands through programs like KeHE Elevate and Trend Finder. They also discuss the role of KeHE as a Certified B Corp, how the company fosters community impact through KeHE Cares, and the importance of category management in identifying innovation that will perform well at retail. Plus, Tim reveals the latest industry trends, including the rise of protein-packed products, non-alcoholic beverages, and global flavors. Whether you're a new brand looking to break into distribution or an established one aiming to scale, this episode is packed with actionable advice to help you navigate the process effectively. Tune in now! Listen in as they share about: Working with KeHE KeHE's Role in Brand Growth KeHE’s Company Culture & Initiatives KeHE Trade Shows & Retailer Trends How & When Brands Should Approach KeHE Distribution Strategy & Scaling with KeHE Marketing & Promotion Strategies Mistakes Brands Should Avoid Advice for Brands Entering KeHE Episode Links: Website: https://www.kehe.com/ LinkedIn: https://www.linkedin.com/in/timdornfeld/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Jenifer Shwartz of Freezcake 39:08
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG podcast, Grace Kennedy sits down with Jennifer Schwartz, the founder of Freezecake—the first brand to offer freeze-dried cheesecake. Jennifer shares the incredible journey of how a simple need to preserve inventory during a health crisis led to the creation of a completely new product category. From her background as a pastry chef to going viral on TikTok and landing Freezecake in Whole Foods, Jennifer opens up about the challenges and triumphs of building a brand from the ground up. They also dive into product innovation, retail strategy, the power of TikTok Shop, and the future of the freeze-drying industry. Plus, Jennifer reveals her most popular flavors (and some exciting new ones in the works). Don’t miss this inspiring conversation about resilience, entrepreneurship, and making bold business moves. Tune in now! Listen in as they share about: Origin Story & Inspiration of Freezcake Product Development & Market Testing Growth & Business Strategy Retail Expansion Self-Manufacturing vs. Co-Manufacturing Supply Chain Issues Marketing & Social Media Strategy Future Goals & Expansion Plans Episode Links: Website: https://www.freezcake.com/ LinkedIn: https://www.linkedin.com/in/jenifer-shwartz-a9930b48/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #188 - Celebrity and Influencer Contracts with Foster Garvey 56:26
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff dives into the world of celebrity endorsements and brand partnerships with legal expert Hillary Hughes of Foster Garvey. They break down the different structures of celebrity deals—cash, equity, royalties, and affiliate marketing—and what brands are really paying for when they bring on a big name. Hillary shares insider insights on structuring contracts, negotiating exclusivity, managing risks (like "morals clauses"), and ensuring brands actually get value from these partnerships. They also discuss the difference between influencers and celebrities, the role of talent agents, common legal pitfalls brands face, and why not all endorsements translate into sales. Whether you’re a startup considering a celebrity deal or just curious about how these partnerships work behind the scenes, this episode is packed with essential takeaways. 🎧 Listen now to learn how to navigate the world of celebrity partnerships the right way! Foster Garvey is a full-service law firm dedicated to supporting innovative companies, government entities and individuals in navigating legal and business challenges. Our team offers strategic, cross-disciplinary support in areas like corporate structuring, capital raises, intellectual property and regulatory compliance. Serving a diverse range of clients - from startups to global brands - we provide guidance on marketing, influencer partnerships, food safety, licensing and more. Listen in as they share about: Business Structures of Celebrity-Endorsed Brands Contract Considerations in Celebrity Deals Expected Deliverables from Celebrity Partnerships Working with Influencers vs. Celebrities Challenges & Legal Considerations Best Practices for Brands Considering Celebrity Endorsements Episode Links: Website: https://www.foster.com/ LinkedIn: https://www.linkedin.com/in/hillaryhhughes/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
In this episode of the Startup CPG podcast, Grace Kennedy speaks with Zoe Levin, founder and CEO of Bim Bam Boo, a pioneering tree-free paper company committed to sustainability and innovation. As a second-generation entrepreneur in the eco-friendly paper industry, Zoe shares her journey of building a purpose-driven brand, from identifying market gaps to developing innovative packaging and navigating the complexities of scaling a CPG company. Zoe discusses the challenges of disrupting a legacy industry, the strategic decisions behind product design and consumer engagement, and the financial realities of transitioning from bootstrapping to securing funding. She also provides valuable insights into retail expansion, customer retention strategies, and the role of sustainability in consumer purchasing decisions. Whether you're a founder, investor, or industry professional, this conversation offers actionable takeaways on building a brand with impact. Listen now and explore how Bim Bam Boo is reshaping the paper industry. Plus, enjoy 20% off your first purchase at bimbamboopaper.com with code StartupCPG. Listen in as they share about: Origin Story & Inspiration Behind Bim Bam Boo Challenges in the Tree-Free Paper Industry Market Strategy & Branding Product Innovation & Design Retail vs. E-Commerce Strategy Funding & Financial Strategy Future Plans (2025 & Beyond) Episode Links: Website: https://www.bimbamboopaper.com LinkedIn: https://www.linkedin.com/in/zoelillian/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #187- Expo West 2025 Debrief with S’NOODS and Whims 52:52
52:52 Play Later Play Later Lists Like Liked52:52
Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff sits down with Caitlin Bricker, Editor of Startup CPG, Lauryn Bodden, Founder of S'NOODS, and Leanne Viola, Founder of Whims Delights to break down Expo West 2025—the industry’s biggest event of the year. They dive into key takeaways, touch on the hot debate: Did Expo West lack innovation? Hear firsthand insights on how emerging brands are making waves, the power of small booths over flashy displays, and how founders are navigating today’s tough funding environment with creative business models. Lauryn and Leanne also share their real Expo West experiences, including major retailer meetings, unexpected media coverage, and the behind-the-scenes hustle that made the event unforgettable. If you’ve ever wondered what it takes to stand out at Expo West and make the most of your investment, this episode is packed with valuable insights. Tune in to hear how Startup CPG is shaping the future of emerging brands and why Expo West is still the ultimate stage for breakthrough innovation. Listen in as they share about: Expo West 2025 Experience & First Impressions Startup Booth Strategy & Costs Trends & Innovations at the Expo Business Challenges & Opportunities Brands' Experiences & Learnings - S'NOODS (Lauryn Bodden) - Whims (Leanne Viola) Key Takeaways for Future Exhibitors Episode Links: LinkedIn: https://www.linkedin.com/in/caitlinbricker/ Website: https://www.whimsdelights.com LinkedIn: https://www.linkedin.com/in/leannev/ Website: https://www.eatsnoods.com/ LinkedIn: https://www.linkedin.com/in/laurynbodden/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Susan Hartman of Recoup Beverages 41:30
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast , Grace Kennedy sits down with Susan Hartman, co-founder of Recoup Beverages , to discuss the journey of building a gut-healthy hydration brand. Susan shares how she met her co-founder, Siwat, and how his personal health journey inspired the creation of Recoup. She dives into the challenges and triumphs of transitioning from a fresh juice product to a shelf-stable beverage, navigating retail expansion, and securing national distribution with Sprouts . Susan also talks about the importance of branding, packaging decisions, and how to strategically market a beverage product in a competitive industry. She provides insights on raising capital, working with distributors, and leveraging trade shows like Expo West to gain visibility and connect with investors. Whether you’re an emerging founder or a CPG enthusiast, this episode is packed with practical insights on brand positioning, retail growth, and consumer engagement. Tune in now to hear Susan’s journey and learn how Recoup is redefining hydration! Listen in as they share about: Founding Story & Inspiration of Recoup Beverage Branding & Marketing Strategy Retail Growth & Expansion Expo West & Pitch Slams Funding & Investment Strategy Future Plans (2025 & Beyond) Advice for Other Entrepreneurs Episode Links: Website: https://www.recoupwellness.com/ LinkedIn: https://www.linkedin.com/in/susan-buckwalter-hartman-704a19a/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #186 - Bootstrap Heroes: Bumpin Blends, Lentiful and Drink Wholesome 59:30
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG podcast, Daniel Scharff speaks with three visionary founders who have built and scaled their businesses without external funding. Joining the discussion are Lisa Mastela of Bumpin Blends, Ben Bacon of Lentiful, and Jack & Tessa Schrupp of Drink Wholesome—leaders who have mastered lean operations, strategic growth, and creative problem-solving. Lisa shares how she turned a small investment into a $10 million revenue smoothie brand, leveraging unconventional marketing and scrappy operational tactics. Ben reveals how Lentiful grew from an idea to a profitable omnichannel brand, balancing DTC sales and retail expansion while staying lean. Jack and Tessa discuss how Drink Wholesome has scaled to $2 million in revenue with just two employees, focusing on product differentiation and strategic partnerships. This episode explores cost-efficient scaling strategies, organic customer acquisition, and practical insights into operating a CPG business without outside capital. Whether you're an early-stage founder or looking to refine your growth strategy, this conversation offers actionable takeaways from those who have successfully bootstrapped their way to success. Tune in to hear how these founders navigated challenges, optimized resources, and built thriving businesses—without giving up equity! Listen in as they share about: Lisa Mastela - Bumpin Blends - Overview - Bootstrapping Tactics - Marketing Approach - Direct-to-Consumer (DTC) & Retail Expansion Ben Bacon - Lentiful - Overview - Bootstrapping Tactics - Direct-to-Consumer (DTC) & Retail Expansion - Retail Strategy Jack Schrupp & Tessa Schrupp - Drink Wholesome - Overview - Bootstrapping Tactics - Direct-to-Consumer (DTC) & Retail Expansion - Scrappy & Creative Growth Strategies Episode Links: Website: https://bumpinblends.com/ LinkedIn: https://www.linkedin.com/in/lisamastela/ Website: https://eatlentiful.com/ LinkedIn: https://www.linkedin.com/in/benjaminpbacon/ Website: https://www.drinkwholesome.com/ LinkedIn: https://www.linkedin.com/in/tessa-schrupp/ LinkedIn: https://www.linkedin.com/in/jack-schrupp-4a14a7a1/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Ranwei Chiang of Abstinence Spirits 34:01
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Grace Kennedy sits down with Ranwei Chiang, the CEO and owner of Abstinence Spirits, a brand redefining non-alcoholic beverages with bold flavors and sophisticated botanical blends. Ranwei shares the inspiring journey behind Abstinence Spirits, from its roots in South Africa’s Cape Floral Kingdom to its expansion in the U.S. market. They discuss the rising trend of non-alcoholic options, how Abstinence Spirits differentiates itself with depth and complexity, and the challenges and successes of building a brand in an emerging category. Ranwei also dives into the company's approach to retail, e-commerce, grassroots marketing, and the importance of building strong industry relationships. Plus, she shares insights on entrepreneurship, financial strategy, and maintaining work-life balance while growing a business. Tune in to learn how Abstinence Spirits is making waves in the beverage industry! Listen in as they share about: Origin & Founding Story Abstinence Spirits Product Line and Innovation Growth and Consumer Trends Marketing and Sales Strategy Retail and Distribution Approach Engagement with Bartenders and Mixologists Advice for Entrepreneurs Episode Links: Website: https://drinkabstinence.com/ LinkedIn: https://www.linkedin.com/in/ranwei-chiang-6b38014/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #185 - Commercial Kitchen vs. Co-Man: Where to Make Your First $1M of Product 56:08
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff is joined by Mott Smith, co-founder and CEO of Amped Kitchens, and Jaime Valenti-Jordan of Catapult Commercialization Services, to break down one of the biggest decisions early-stage food brands face: Should you produce in a commercial kitchen or work with a co-manufacturer (Co-man)? They discuss the pros and cons of each approach, how to scale from small-batch production to full-scale manufacturing, the hidden costs and challenges of both options, when to transition from one model to another, and why cash flow is the most critical factor for growing brands. With real-world insights from brands like Beyond Meat, 4th & Heart, and Chubby Snacks, this episode is packed with valuable advice on how to build a profitable and scalable CPG business. Plus, stay till the end for an impromptu Startup CPG band jingle you won’t want to miss. Listen now! Thanks to our sponsor Amped Kitchens. To find out more about their commercial kitchen facilities in LA & Chicago, email leasing@ampedkitchens.com and mention Startup CPG To connect with the Catapult Commercialization Services team for help scaling up, visit https://bit.ly/catapultcpg Listen in as they share about: What is a Commercial Kitchen Who should use a commercial kitchen What is a co-man Who should go straight to a co-man Cost Comparisons The Financial Realities of Scaling a Food Brand Key Takeaways for Founders Episode Links: Amped Kitchens Website Mott Smith’s LinkedIn Catapult Commercialization Services Website Jamie’s LinkedIn Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
In this episode of The Startup CPG Podcast , Grace Kennedy sits down with Philip Teverow, co-founder of Yolélé, an African food brand bringing Fonio, a gluten-free ancient grain, to the U.S. market. Philip shares the inspiring story of how he and his business partner, Chef Pierre Thiam, embarked on a mission to introduce African flavors to a wider audience while supporting West African farmers and sustainable agriculture. Philip discusses the challenges of building a supply chain from West Africa to the U.S., how Yolélé secured Whole Foods as its first major retailer, and why food service is their next big focus. He also dives into the unexpected rise of Fonio beer, how Yolélé is expanding into new product categories, and offers valuable advice for emerging CPG founders navigating distribution and growth. If you’re curious about innovative food businesses, sustainable supply chains, or simply want to try Fonio chips for yourself, this episode is a must-listen! Listen in as they share about: The Origins of Yolélé Fonio – An Ancient African Grain Expanding Product Line & Retail Presence Supply Chain Challenges & Solutions Surprising Uses of Fonio Business Growth & Strategy Advice for CPG Entrepreneurs Episode Links: Website: https://yolele.com/ LinkedIn: https://www.linkedin.com/in/philip-teverow-9215962/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
In this bonus episode of the Startup CPG podcast, Daniel Scharff is joined by Patricia Menegoto and Kiki Huddleston from the Startup CPG team, as well as Brendan Cravitz from Azabu Foods x Meatless Future and Maxi Heidenblut from Häppy Candy, to recap the Winter Fancy Food Show in Las Vegas. The team shares behind-the-scenes insights on what made Startup CPG's section a must-visit for retailers and buyers, the power of community-driven brand support, and how small brands can maximize their trade show experience. Brendan and Maxi discuss their brand highlights, key buyer meetings (including Whole Foods!), and the ROI of attending a show like Fancy Foods. From cross-pollination of brand connections to tips on making the most of networking events, booth setups, and pitch opportunities, this episode is packed with actionable insights for emerging food and beverage brands. Thinking about showcasing your brand at the next Fancy Food Show or joining the Startup CPG community? Tune in now! Listen in as they share about: Fancy Food Winter Show Experience & Highlights Factors that Helped Brands Succeed at the Show Differences Between Fancy Food Show and Other Trade Shows Lessons Learned for Future Shows Why Join the Startup CPG Section? Future Opportunities Episode Links: Kiki on LinkedIn Patricia on LinkedIn Brendan on LinkedIn IG: @meatlessfuture_jp @meatlessfuture_us @azabufoods Maxi on LinkedIn IG: https://www.instagram.com/haeppy.candy/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #184 -Distributor Spotlight: Karen Slusher of Azure Standard 45:32
45:32 Play Later Play Later Lists Like Liked45:32
Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast , Daniel Scharff sits down with Karen Slusher, Chief Experience Officer of Azure Standard, to explore how this unique distributor is transforming the CPG industry. Karen shares Azure's mission-driven approach to supporting emerging and independent brands, with a focus on sustainability, transparency, and innovative distribution models like buying clubs and partnerships with independent stores. Karen dives into Azure’s family-owned ethos, its commitment to clean, organic, and non-GMO products, and how they help brands grow without compromising their values. You’ll also hear about the personal touches that set Azure apart, from collaborative relationships with vendors to creative solutions like backhauling and affordable promotional opportunities. Plus, Karen gives insights into the booming demand for bulk products, the benefits of carob as a chocolate alternative, and how Azure stays true to its roots while continuing to grow. If you’re a brand looking to make a meaningful impact in the market—or just curious about how Azure operates with heart and integrity—this episode is a must-listen! Listen in as they share about: Azure Standard’s Unique Business Model Azure’s Mission & Values Benefits for Emerging Brands Logistics & Cost Savings for Brands Azure’s Customer Base & Shopping Experience Trade Show & Brand Partnerships Azure-Owned Brands: Missy J’s Carob How Brands Can Join Azure Standard Episode Links: Website: https://www.azurestandard.com/ LinkedIn: https://www.linkedin.com/in/karenthompsonslusher Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Akua Boakye Okunseinde of Karité 40:25
40:25 Play Later Play Later Lists Like Liked40:25
Play Later Play Later Lists Like LikedIn this episode of Startup CPG, Grace Kennedy sits down with Akua Boakye Okunseinde, one of the co-founders of Karité, a skincare brand rooted in the power of shea butter. Akua shares the inspiring story of how she and her two sisters—each with distinct professional backgrounds—came together to build a brand that blends Ghanaian heritage with dermatologist-backed skincare. Akua shares the brand’s evolution from a passion project to an established business, detailing key milestones such as securing retail partnerships, expanding to Amazon, and conducting clinical testing to validate product efficacy. She also provides insights into the challenges of scaling a beauty brand, the importance of omnichannel distribution, and the role of education in driving consumer engagement. Plus, Akua discusses Karité’s commitment to ethical sourcing through women-led cooperatives in Ghana, reinforcing the brand’s dedication to quality and impact. If you're an entrepreneur looking for insights on brand differentiation, breaking into retail, and building a mission-driven business, this episode is packed with valuable lessons. Listen now! Listen in as they share about: About Karité Retail vs. Direct-to-Consumer (DTC) Strategy Amazon & E-Commerce Expansion Marketing & Brand Awareness Clinical Testing & Product Differentiation Challenges & Lessons Learned Product Expansion & Future Plans Episode Links: Website: https://www.mykarite.com/ Instagram: https://www.instagram.com/mykarite LinkedIn: https://www.linkedin.com/in/akua-boakye-okunseinde-345a7412/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #183 - How AI is Helping CPG Brands with Lentiful and FocusFuel 45:30
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG podcast, Daniel Scharff sits down with Daniel Herz, co-founder and CEO of FocusFuel, and Ben Bacon, founder of Lentiful, to dive into how AI is transforming the way brands operate, market, and grow in the CPG space. Ben shares how AI tools like Claude have revolutionized his email marketing, product development, and even customer insights, helping him craft better messaging, streamline operations, and identify key customer trends. He reveals how AI helped Lentiful optimize its product formulations, enhance email engagement, and even uncover celebrity customers. Daniel Herz explains how FocusFuel has used AI from day one—starting with name and branding ideation, all the way to email marketing, prospecting, and even investor pitch decks. He highlights how AI acts as a “CMO in your pocket,” optimizing marketing strategies, refining consumer targeting, and speeding up decision-making. Together, they discuss the power of AI in making small teams more efficient, the importance of human oversight, and where AI is headed in the CPG industry. Whether you're a startup founder or just AI-curious, this episode is packed with actionable insights on how to leverage AI for your brand’s success. If you'd like to submit how you're using AI or for another call-in episode click the form here https://bit.ly/cpgstories Listen in as they share about: AI for Marketing & Email Copywriting AI for Customer Insights & Database Analysis AI for Sales Prospecting & Retail Strategy AI for Product Development & Formulation AI for Operations, Admin, and Legal Tasks The Future of AI in Business Episode Links: Ben Bacon Website: https://eatlentiful.com/ LinkedIn: https://www.linkedin.com/in/benjaminpbacon/ Daniel Herz Website: https://thefocusfuel.com/ LinkedIn: https://www.linkedin.com/in/daniel-herz/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Breanna and Jared Golestani of Kokada 41:37
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Play Later Play Later Lists Like LikedIn this episode of The Startup CPG Podcast, Grace Kennedy sits down with Breanna and Jared Golestani, the co-founders of Kokada, to discuss their journey from a kitchen experiment during the pandemic to launching a nationally distributed brand. As a husband-and-wife duo, they share how their love for food (and each other) led to the creation of their delicious coconut-based spreads and snacks. Breanna and Jared dive into the origins of Kokada, inspired by Breanna’s experiences playing volleyball for the Jamaican national team and her passion for creating a low-sugar, coconut-based treat. They recount their early days at farmers’ markets, their big break winning the NOSH Pitch Slam, and how they navigated funding, scaling, and building a supply chain—including working with international co-packers. They also highlight their new product launch, Kokada Dunks, a better-for-you twist on nostalgic snack packs. They discuss retail strategy, the importance of in-store demos, balancing growth with sustainability, and lessons learned in securing financing without compromising their long-term vision. Tune in now! Listen in as they share about: Origins & Inspiration for Kokada Scaling & Expansion Strategy Challenges in Supply Chain & Inventory Management Marketing & Driving Sales in Retail Funding & Financial Approach New Product Launch: Kokada Dunks Advice for Other Founders Episode Links: Website: https://kokada.com/ LinkedIn: https://www.linkedin.com/in/breanna-atkinson-golestani-588136b7/ LinkedIn: https://www.linkedin.com/in/jared-golestani/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
In this bonus episode of the Startup CPG podcast, Daniel Scharff is joined by Patricia Menegoto and Kiki Huddleston from the Startup CPG team to dive deep into The Shelfie Awards, the biggest free awards program for emerging CPG brands. Now in its fifth year, the Shelfies offer small brands valuable visibility, credibility, and connections with retailers & media. They break down everything about the Shelfies —how they began, why they matter, and how they can help brands gain exposure. They also cover the judging process, what makes a winning product, and tips for applying. Plus, they introduce the new Sustainability Shelfies Award, sponsored by Green Spoon Sales, and share success stories of past winners who landed retailer deals and media coverage. Five years ago, Startup CPG began conducting the first and only awards program specifically for emerging CPG brands: The Shelfie Awards. The Shelfie Awards’ goal is to give exceptional small CPG brands an opportunity to be seen, and get recognition they deserve. The Shelfies eliminate typical hurdles involved in awards applications, creating opportunities for brands in their earliest stages. The Shelfies recognize + celebrate next-level product innovations, inspiring brand stories, and packaging that stops us in our tracks — we can’t wait to see what tricks you have up your CPG sleeves this year! Everything You Need to Know to Apply: Applications and product samples are accepted on a category-specific basis, based on month, starting on February 1st and ending on May 31st, 2025 (refer to shelfies guide for the full list of categories). Once you’ve noted your brand’s category month, prepare your samples accordingly for our judges. You’ll need to send in your application and product samples during your category month to be considered. Check out our official Shelfies guide Check out Shelfies Finalists & Winner of 2024 Listen in as they share about: Purpose of the Shelfie Awards The Evolution of the Shelfie Awards Judging Process The Impact of the Shelfie Awards Application Process & Timeline Community & Exposure Benefits Episode Links: Kiki on LinkedIn Patricia on LinkedIn Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
Let’s rewind, refresh, and get you ready for this year’s Expo West! 🎉 This episode originally aired in February 2024, but trust us—the insights are still absolute gold. Step into the vibrant world of Expo West in this episode of the Startup CPG podcast where Daniel Scharff is joined by startup CPG sales legends Matt Levine from Chlorophyll Water, Clara Paye from Unite Foods, and Pierre Jamet from Fishwife. Join them as they share insider tips for Expo West - what to do before, during, and after the show to make the most of your opportunity. From prep hacks to pitch perfection, discover how to wow potential buyers. Master booth setup, keep samples fresh, and ace networking using LinkedIn and CPG Slack. Know the advanced strategies like the "buyer pick 'n roll," stand out in the crowd, and get tips on chasing down a buyer in the aisle. Whether you're a pro or a rookie, this episode gives you expert advice, anecdotes, and actionable strategies that can elevate your trade show adventure. Tune in now! Listen in as Matt, Pierre and Clara share about: Preparation and Goal-Setting Engaging Attendees with Concise Pitches Booth Planning and Fresh Samples Active Engagement and Decoy System Networking and Grant Opportunities Sample Distribution and Engagement Effective Post-Show Follow-ups Networking with Distributors Booth Design and Confidence Booth Management Strategies Protecting Energy and Handling Criticism Utilizing Brokers Business Card Strategies Episode Links: Matt Levine’s Website Matt Levine’s LinkedIn Clara’s Website Clara’s LinkedIn Pierre’s Website Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Ehime Eigbe-Akindele of Sweet Kiwi 34:43
34:43 Play Later Play Later Lists Like Liked34:43
Play Later Play Later Lists Like LikedIn this episode of The Startup CPG Podcast , Grace Kennedy chats with Ehime Eigbe-Akindele, founder of Sweet Kiwi, a frozen whipped Greek yogurt brand that combines functional nutrition with irresistible taste. Ehime shares her inspiring journey from working in bankruptcy litigation at Citigroup to creating a delicious and nutritious product. She talks about her leap into entrepreneurship, the pivotal moments that shaped Sweet Kiwi, and how she turned an idea from her home kitchen into a product featured in major retailers like Whole Foods. Ehime dives into the challenges of scaling a frozen product, the importance of branding and customer connection, and the lessons learned from navigating retail negotiations. She also discusses the value of building strong retailer relationships, the impact of rebranding, and the innovative collaborations Sweet Kiwi is pursuing—like their upcoming Smurfs-inspired product launch. Tune in to learn how Ehime is building a brand that's not only delicious but also impactful for communities! Listen in as they share about: Background of Sweet Kiwi Early Journey and Challenges Retail Strategy and Lessons Scaling the Brand Rebranding and Customer Insights Team and Growth Management Vision for 2025 and Beyond Advice for Founders Episode Links: Website: https://www.sweetkiwi.com/ LinkedIn: https://www.linkedin.com/in/theehime/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
In this bonus episode of The Startup CPG Podcast, Daniel Scharff sits down with supply chain expert Aaron Alpeter, founder of Izba, to break down the latest tariff changes and what they mean for CPG brands. With new tariffs potentially impacting goods from Mexico, Canada, and China, Aaron explains the potential ripple effects on supply chains, pricing, and business strategies. From understanding the true objectives behind these tariffs to exploring practical steps brands can take—like tariff engineering, cost sensitivity analysis, and alternative sourcing—this episode offers a crucial deep dive into a rapidly evolving situation. Listen in as they share about: Purpose of the Tariffs Tariff Rates Effect on Foreign Brands Selling in the U.S. Immediate Impact on Businesses Business Strategies to Adapt Future of the Tariffs Episode Links: Website: https://www.izba.co/ LinkedIn: https://www.linkedin.com/in/aaron-alpeter/?originalSubdomain=ca Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #181 - Buyer Spotlight: John Lane, Category Manager at Raley's 45:12
45:12 Play Later Play Later Lists Like Liked45:12
Play Later Play Later Lists Like LikedIn this episode of the Startup CPG podcast, Daniel Scharff is joined by John Lane, Category Manager for Snacks & Commercial Bread at Raley's, a division of The Raley's Companies (formerly Pantry buyer), to explore the evolving grocery landscape and the secrets behind Raley's success as a trusted grocery store chain for nearly 90 years. John shares his journey from bagging groceries to leading category management, insights into Raley's health-focused initiatives, and strategies for balancing legacy brands with emerging market entrants. Discover actionable advice for startups on standing out in the crowded grocery market, the importance of passion and planning in brand pitches, and how Raley's is shaping the future of healthy snacking. Don’t miss this insightful conversation—tune in now and follow the Startup CPG podcast for more episodes like this! Listen in as they share about: Overview of Raley’s Health and Wellness Initiatives Industry Trends and Snack Innovations Balancing Legacy and Emerging Brands Supporting Brands at Raley's Success Stories in Product Launches Networking and Trade Shows Episode Links: Website: https://www.raleys.com/ LinkedIn: https://www.linkedin.com/in/johnlane-raleys/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Brian Bethke of BEAR Maple Farms 37:37
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Play Later Play Later Lists Like LikedIn this episode of The Startup CPG Podcast , Grace Kennedy sits down with Brian Bethke, founder of BEAR Maple Farms and winner of the 2024 Shelfie Award in the drink category. Brian shares his inspiring journey from building amplifiers for rock legends like Pearl Jam and Lenny Kravitz to creating a one-of-a-kind functional beverage featuring ginseng and maple water. Discover how BEAR Maple Farms combines the natural sweetness of maple water with the adaptogenic power of sustainably grown ginseng to deliver a refreshing, caffeine-free energy boost. Brian opens up about the challenges and triumphs of launching a CPG brand, the pivotal moments that shaped his entrepreneurial journey, and how critical feedback led to a transformative rebrand. Whether you're an aspiring entrepreneur or simply a fan of innovative beverages, this episode is packed with insights on building a team, navigating the CPG industry, and creating a product that’s good for the mind, body, and planet. Tune in to hear Brian’s story and learn how BEAR Maple is expanding nationally in 2025! Listen in as they share about: BEAR Maple Farms Origin Story Product Development Branding and Marketing Sales and Distribution Strategy Mentorship and Networking Community and Support Advice to Entrepreneurs Plans for 2025 Episode Links: Website: https://drinkbearmaple.com/ LinkedIn: https://www.linkedin.com/in/brian-bethke/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #180 - Meet the Startup CPG Editor: Caitlin Bricker 38:37
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Play Later Play Later Lists Like LikedIn this episode of the Startup CPG podcast, Daniel Scharff welcomes Caitlin Bricker, editor at Startup CPG, to dive into her journey from food service to retail buying and now to the editorial world. Caitlin shares her passion for finding purpose-driven brands, her insights into the evolving CPG ecosystem, and her unique perspective shaped by personal and professional experiences—including transformative moments that have influenced her approach to life and work. They discuss Caitlin’s role at Startup CPG, her commitment to highlighting innovative brands, and her favorite discoveries like Jubilee’s no sugar added, kid-friendly milk. From community events to virtual mixers and upcoming initiatives like the Grocery Run series, Caitlin reveals what makes Startup CPG’s ecosystem such a vibrant space for emerging brands. Whether you're a founder, a buyer, or just curious about the behind-the-scenes of the CPG world, this episode is packed with inspiration and actionable takeaways. Listen now! 📣 Want to get involved? Join the Startup CPG Slack community, explore free resources, and connect with like-minded innovators. Visit startupcpg.com and follow us for updates on upcoming events and initiatives. Don't miss this chance to level up your CPG journey! Listen in as they share about: Caitlin’s Role at Startup CPG Daily Work and Observations Personal and Professional Journey CPG Ecosystem and Philosophy CPG Community and Mission Events and Community Engagement Favorite Brands and Trends Team Dynamics and Outlook Advice for Brands and Community Members Episode Links: LinkedIn: https://www.linkedin.com/in/caitlinbricker/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Jana Goodbaum of Happy Wolf 38:35
38:35 Play Later Play Later Lists Like Liked38:35
Play Later Play Later Lists Like LikedIn this episode of The Startup CPG Podcast , Grace Kennedy chats with Jana Goodbaum, co-founder of Happy Wolf, a snack company revolutionizing toddler and kids' snacks with their "wildly simple" refrigerated bars. Jana shares her journey from advertising executive to entrepreneurial mom, driven by the frustration of limited healthy snack options for her child. Discover how Jana and her co-founder, Derek, navigated challenges like product development, sourcing allergen-free ingredients, finding the perfect co-packer, and educating consumers about their innovative refrigerated snack bars. Jana also dives into the importance of strategic branding, leveraging influencers, building a passionate community, and their milestone launch in Whole Foods. Tune in to hear how Happy Wolf is reshaping the kids' snack market, the trends driving clean eating innovation, and Jana's insights for startups entering retail and trade shows like Expo West. Don’t miss this inspiring episode. Tune in now! Listen in as they share about: Happy Wolf Overview and Founding Story Product Development Branding and Marketing Retail and Distribution Community and Social Media Advertising and Promotions Future Goals Episode Links: Website: https://happywolf.com/ Instagram: @happywolfsnacks LinkedIn: https://www.linkedin.com/in/janagoodbaum/?originalSubdomain=ca Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #179 - Bootstrap Heroes: Hazard's Hop Water, SWAIR, Gourmend Foods 33:13
33:13 Play Later Play Later Lists Like Liked33:13
Play Later Play Later Lists Like LikedIn this episode of the Startup CPG podcast, Daniel Scharff dives into the strategies and challenges of bootstrapping with three inspiring founders who have transformed bold ideas into thriving businesses—all without outside funding. Ryan Hansen, co-founder of Hazards Hop Water, shares how he scaled a six-figure non-alcoholic beverage brand by targeting unique markets and forging key partnerships. Carrie Sporer, co-founder of SWAIR Hair, reveals how she’s redefining hair care for fitness enthusiasts with her innovative showerless shampoo, all while navigating co-founder dynamics and scaling with strategic funding choices. Ketan Vakil, founder of Gourmend Foods, discusses his mission to revolutionize gut-friendly gourmet products and shares lessons on building a loyal customer base and staying lean through production challenges. These founders share valuable insights on navigating the challenges of bootstrapping, scaling effectively, and staying true to their vision. Listen now to learn the secrets behind their success and get inspired to tackle your next big idea! To submit your brand for a future call-in episode: https://bit.ly/cpgstories Listen in as they share about: Ryan Hansen - Hazards Hop Water - Hazards Hop Water Overview -Bootstrapping Strategy - Revenue and Sales - Future Plans Carrie Sporer - Swear Hair - Swear Hair Overview - Bootstrapping Strategy - Funding Experience - Future Plans Ketan Vakil - Gourmend Foods - Gourmand Foods Overview - Bootstrapping Approach - Challenges & Key Strategies - Achievements - Future Plans Episode Links: Ryan LinkedIn: https://www.linkedin.com/in/ryan-hansen-mba-72795a56/ Website: https://hazardshopwater.com/ Carrie LinkedIn: https://www.linkedin.com/in/carriesporer/ Website: https://www.swairhair.com Ketan LinkedIn: https://www.linkedin.com/in/ketanvakil/ Website: https://www.gourmendfoods.com Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Becca Wright of Piedmont Pennies 36:04
36:04 Play Later Play Later Lists Like Liked36:04
Play Later Play Later Lists Like LikedIn this episode of The Startup CPG Podcast , Grace Kennedy sits down with Becca Wright, the founder of Piedmont Pennies, to discuss the journey of turning a cherished family recipe into a thriving business. Becca shares the story behind her signature bite-sized cheesy biscuit crackers, inspired by her granddad’s recipe from North Carolina, and how she transitioned from corporate America to starting her own business. Learn about the challenges and success of bootstrapping a CPG brand, navigating manufacturing processes, scaling while maintaining quality, and finding unique retail opportunities that align with the brand's identity. Becca also opens up about the joys of building a team, creating meaningful connections with employees, and staying true to her vision despite the pressures of the industry. Whether you’re curious about the ins and outs of manufacturing, retail expansion strategies, or the emotional highs and lows of entrepreneurship, this episode offers a candid, inspiring look at the hustle behind Piedmont Pennies. Plus, don’t miss Becca’s tips on staying grounded and building a business with heart. Join us for this conversation, and don’t forget to check out Piedmont Pennies at piedmontpennies.com . Use code STARTUPCPG for 15% off your order and support small businesses! Listen in as they share about: Inspiration and Founding Story of Piedmont Pennies Manufacturing Process Retail Expansion and Marketing Bootstrapping and Funding Company Values Customer Engagement Community and Support Future Goals Episode Links: Website: https://piedmontpennies.com/ LinkedIn: https://www.linkedin.com/in/beccajordanwright/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 #178 - Buyer Spotlight: Sean Goldsmith, The Zero Proof (DTC Non-Alc Retail) 37:38
37:38 Play Later Play Later Lists Like Liked37:38
Play Later Play Later Lists Like LikedIn this episode of the Startup CPG Podcast, Daniel Scharff sits down with Sean Goldsmith, co-founder of The Zero Proof, the largest online direct-to-consumer retailer of adult non-alcoholic beverages. Sean shares insights into the booming non-alcoholic beverage market, exploring trends like Dry January, the rise of wellness-driven consumer habits, and the intersection of non-alcoholic options with broader societal shifts such as Ozempic's impact on cravings. They discuss the key demographics driving growth in the space, the unique appeal of non-alcoholic beers, wines, and spirits, and the occasions that make these drinks a special choice. Sean also dives into The Zero Proof’s journey, from its humble beginnings as a blog to becoming a dominant platform in the industry, and how the company collaborates with brands to bring exceptional products to consumers. Tune in to hear Sean’s bold predictions for the future of non-alcoholic beverages, practical advice for brands looking to partner with The Zero Proof, and his personal vision for making non-alcoholic options a staple in every consumer’s life! STARTUPCPG15 for 15% off at thezeroproof.com Listen in as they share about: The Zero Proof Business Model Working with Zero Proof Dry January and Market Trends Consumer Behavior Business Trends and Growth Cultural Observations Consumer Motivations Event Participation and Industry Presence Future Predictions Episode Links: Website: https://thezeroproof.com/ LinkedIn: https://www.linkedin.com/in/sean-goldsmith-480b184/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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The Startup CPG Podcast
1 Founder Feature: Nikki Seaman of Freestyle Snacks 29:43
29:43 Play Later Play Later Lists Like Liked29:43
Play Later Play Later Lists Like LikedIn this episode of The Startup CPG Podcast, Grace Kennedy welcomes Nikki Seaman, founder and CEO of Freestyle Snacks, to discuss the journey behind reimagining olives as a premium, convenient snack. Nikki shares her inspiration for launching Freestyle Snacks during the pandemic, identifying a gap in the market for fresh, flavorful olives packaged for modern, on-the-go lifestyles. From early product development to navigating over 200 co-packer rejections, Nikki provides a behind-the-scenes look at building a CPG brand from the ground up. Discover how her data-driven approach, innovative packaging, and strategic focus on diverse channels like grocery, hospitality, and even Delta Air Lines snack boxes have contributed to the brand’s success. If you’re curious about the intricacies of product design, scaling into retail, and creating a snack that stands out in a crowded market, this episode is packed with valuable insights. Listen in as they share about: Introduction to Freestyle Snacks Challenges in Early Development Product Development Go-to-Market Strategy Unique Brand Positioning Expansion and Key Channels Trends and Market Fit Episode Links: Website: https://www.freestylesnacking.com/ LinkedIn: https://www.linkedin.com/in/nikki-seaman/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com . Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics…
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