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The Startup CPG Podcast

Startup CPG

The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.

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  • S4 · E384
    Tuesday · 45 min

    #270 Insights from 34,000 in-store demos with Grassroots Marketing

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with David Heiser, Co-Founder of Grassroots Marketing, to walk through a new, free report analyzing 34,000 in-store demos at Whole Foods, Sprouts, Central Market, and Erewhon, and what it means for where, when, and how brands should spend their demo dollars. Grassroots runs demos and in-store sampling events across the country at major natural retailers and independents alike. Daniel first met David’s team while launching his own beverage brand at Erewhon, where Grassroots is the retailer’s official demo partner, and the two teamed up to turn years of Grassroots’ data into a first-of-its-kind resource. The analysis covers demos from 2021 onward, more than 500 brands, over 1,000 stores, and 19 states. Daniel and David break down the best days and times to demo, the strongest regions and states, and the top-performing individual stores at each chain, including a few surprises. They also share practical advice on demo kits, paper coupons, five-second pitches, handling skeptical shoppers, and why winning over store employees can change a brand’s trajectory at a store. Listen in as they discuss: Why Saturday leads the pack for demos, and why Monday midday was one of the biggest surprises in the data Why every top time slot falls between Friday and Monday, and when midweek demos still make sense Which regions perform best for in-person sampling, and why dense metros win Where to focus Sprouts demos, from Arizona and the Southwest to a standout San Diego-area cluster Why Arizona and Florida stand out for Whole Foods, and why Orlando tops the store rankings How Erewhon’s top stores, led by Calabasas, differ from the iconic locations most brands expect Why Central Market’s Austin stores are among the best places in the country to sample How dollars sold per demo compare across chains, and why Erewhon trades revenue for engagement Why paper coupons, table runners, and simple demo kits convert better than most brands expect How to craft a five-second pitch, handle skeptical shoppers, and turn store employees into advocates Grassroots x Startup CPG full demo report will be released soon - sing up to our newsletter to get the full report when it is released (sorry for the delay! Finishing touches!) Book a call with Grassroots Marketing (special Startup CPG community rate): https://bit.ly/3FOybIP Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch. Episode Links: Book a call with Grassroots Marketing (special Startup CPG community rate): https://bit.ly/3FOybIP 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 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 (40K+ members and growing!) Follow @startupcpg Visit host Daniel’s LinkedIn: https://www.linkedin.com/in/danscharff/ Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E385
    Monday · 29 min

    R&D RADIO: Oil Analytics, Seed Oils and Adulterated Avocado Oil with Dr. Selina Wang of UC Davis

    In this episode of R&D Radio, host and food scientist Adam Yee sits down with Dr. Selina Wang, chemist and Professor of Cooperative Extension at the University of California, Davis, to talk about a recent study suggesting that many store-bought products made with avocado oil may not contain 100% avocado oil. Dr. Wang is Faculty Director of the UC Davis Olive Center and an internationally recognized expert in edible oil quality, authenticity, and chemistry. Her early studies of supermarket olive oil helped inform California's olive oil standards adopted in 2014, and in 2020 her lab published the first comprehensive evaluation of commercial avocado oil quality and purity in the United States, revealing problems with oxidation and adulteration. Her team has since followed up with a study of private label brands and, most recently, products like chips, mayonnaise, and salad dressings. Adam and Dr. Wang trade notes scientist to scientist, covering how oil chemists tell fresh from stale and pure from adulterated, what "seed oil" really means in academic circles versus marketing, how fatty acid and sterol fingerprints expose substitutions, and what brands using avocado oil can do right now to verify what they are buying. Listen in as they discuss: What an edible oil chemist, or "fat chemist," actually studies when evaluating an oil How extra virgin and refined olive oil differ, and why oxidation and purity markers matter What "seed oil" means to chemists versus how the term is used in consumer marketing Why avocado oil has become a popular seed oil alternative despite costing roughly three times as much How UC Davis' three avocado oil studies expanded from bottled brands to private labels to finished products How oil is extracted from chips, mayonnaise, and dressings so it can be tested How fatty acid and sterol fingerprints reveal substitution with high oleic sunflower or safflower oil Why testing fatty acids alone can miss a carefully blended oil Why relying solely on a supplier's certificate of analysis can leave brands exposed Dr. Wang's practical advice for brands: test fatty acids and sterols, and treat suspiciously low prices as a red flag Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we'll get in touch. Avocado Oil Quality and Authenticity Workshop: Dr. Wang is hosting an in-person workshop at UC Davis on October 23rd covering her research, analytical methods, how to interpret a certificate of analysis, and a hands-on sensory evaluation. Registration link: www.registration.ucdavis.edu/Item/Details/1413 Episode Links: Dr. Selina Wang LinkedIn: www.linkedin.com/in/selinawangphd Dr. Selina Wang Instagram: @profselinawang UC Food Quality Lab Website: www.ucfoodquality.ucdavis.edu University of California, Davis LinkedIn: www.linkedin.com/school/uc-davis Contact Dr. Wang directly: scwang@ucdavis.edu 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 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 (40K+ members and growing!) Follow @startupcpg Visit host Adam's LinkedIn Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E383
    Saturday · 38 min

    How to Ask Someone to Invest in Your CPG Brand, with Fave's Ryan Raish

    In this Founder Fundraising Journey episode, host Hannah Dittman sits down with Ryan Raish, founder of Fave, a first-to-market certified organic powdered drink mix bringing nostalgic flavors back to the category without artificial colors, flavors, or excess sugar. Ryan has spent nearly two decades in CPG, working his way from grassroots demos at Guayaki to building out the West Coast for Honest Tea, a 10-year run at Popchips, and stints at Super Coffee and Chloe's Fruit Pops. The idea for Fave came to him in a grocery store aisle, watching his five-year-old beg for Kool-Aid loaded with artificial dye and 40+ grams of sugar, and realizing there was no "better-for-you" option in the massive, non-functional powdered drink mix category. Hannah and Ryan dig into the two-year R&D process he self-funded before ever asking for capital, how a chance conversation with Popchips founder Keith Belling turned into his first advisor and investor, how retailer feedback shaped the product before a single dollar was raised, and the real differences between pitching investors and pitching retail buyers. Listen in as they discuss: Ryan's 20-year path through CPG, from grassroots demos at Guayaki to a decade at Popchips The grocery store moment with his kids that sparked the idea for Fave Why he spent nearly two years self-funding R&D before ever asking for outside capital How Popchips founder Keith Belling turned into his first investor and advisor How early retailer feedback from Target shaped Fave's formulation before fundraising even began The pre-seed round born from a happy hour conversation at Expo West with Angel Group How retailer validation (Thrive Market, QVC, Sprouts) built the case for a full seed round The key differences between pitching investors and pitching retail buyers, and where they overlap Ryan's advice on building investor relationships well before you actually need the capital Episode Links: Ryan Raish LinkedIn: www.linkedin.com/in/ryanraish Fave LinkedIn: www.linkedin.com/company/108173111 Fave Website: favemixes.com Fave Instagram: @favemixes Contact Ryan directly: Ryan@favemixes.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 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 (40K+ members and growing!) Follow @startupcpg Visit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844b Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E381
    Friday · 29 min

    Reinventing the Pizza Bagel: Bagelverse's Jacob Cooper on Nostalgia and CPG

    In this Founder Feature, host Caitlin Bricker sits down with Jacob Cooper, founder of Bagelverse, who's reinventing the classic pizza bagel with real mini New York bagels and bold flavors like spicy vodka and barbecue chicken. Jacob spent eight years as a CTO in AI and tech before making a complete 180 to chase a childhood nostalgic idea. He launched Bagelverse in April 2026, and in the months since has sold over 80,000 pizza bagels through pop-ups around New York City, won a Shelfie Award, and had one of the most visited booths at Summer Fancy Food. Caitlin and Jacob dig into his unconventional career pivot, the surprisingly complex supply chain behind a "simple" pizza bagel (which requires two separate co-packers), why packaging might be the single most important investment an emerging brand can make, and how he's building genuine, long-term relationships with retailers a year in advance of launch. Listen in as they discuss: Jacob's total pivot from eight years as a CTO in AI and tech to founding Bagelverse Why he built the brand entirely through in-person pop-ups and farmer's markets before ever touching CPG The surprising complexity behind a "simple" pizza bagel, and why it requires two separate co-packers Why he intentionally delayed finding a co-packer until he knew the brand had real traction What Jacob learned about follow-up and note-taking after having one of the busiest booths at Summer Fancy Food Why big retailers plan shelf resets up to a year in advance, and how that timeline actually works in a founder's favor Why staying in touch with retailers and buyers without always having an ask builds real, lasting relationships Why Jacob believes packaging is the single most important investment an emerging brand can make How Bagelverse is being intentional about which retailers to pursue first, rather than chasing every opportunity Where to find Bagelverse today, from NYC pop-ups to the brand's farmer's market side project, Little Bagel Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we'll get in touch. Episode Links: Jacob Cooper LinkedIn: www.linkedin.com/in/pizzabagel-guy Bagelverse LinkedIn: www.linkedin.com/company/thebagelverse/home Bagelverse Website: www.thebagelverse.com Bagelverse Instagram: @pizzabagel.nyc 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 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 (40K+ members and growing!) Follow @startupcpg Visit host Caitlin's LinkedIn: https://www.linkedin.com/in/caitlinbricker/ Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E382
    October 6 · 40 min

    #269 Retailer Spotlight: Mariano's, with Amanda Puck

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Amanda Puck, Vice President of Communications and Brand Development for Roundy's, for the "Mariano's 101" episode listeners have been asking for. Amanda has been with Mariano's since 2014, working in the grocery retail business after years in restaurants and a lifelong love of grocery shopping that started as a kid clipping coupons with her grandmother. Today she leads communications, brand strategy, and community engagement for Mariano's and Metro Market, both banners of Kroger with deep Midwest roots dating back 150 years to Roundy's founding. Daniel and Amanda dig into what makes Mariano's feel like a European-style food discovery market, how the team runs its twice-yearly "What's Next at Mariano's" local vendor search, the exact requirements brands need (a GS1 barcode, a distributor, a sampling plan) to get considered, and real examples of local brands, from Ava's Pet Palace to Caruso Provisions, that found success on Mariano's shelves. Listen in as they discuss: What makes Mariano's and Metro Market feel like a European-style food discovery market Midwest-specific food trends, from cheese and cheese curds to frozen pizza and Chicago classics How Mariano's meets customers wherever they are, from quick app pickup orders to in-store discovery How Mariano's shows up for the community, including partnerships with local nonprofits and chefs The twice-yearly "What's Next at Mariano's" and "What's Next at Metro Market" vendor search program The core requirements every local brand needs before pitching, including a GS1 barcode and a distributor Why grassroots in-store sampling remains one of the most effective ways to drive real sales conversion Real success stories from local vendors, including Ava's Pet Palace, Laos to Your House, and Caruso Provisions The distributors Mariano's works with most often, including KeHE, Norman, and JFI What categories and trends Mariano's is most excited about right now, from protein snacks to pet food Episode Links: Amanda Puck LinkedIn: www.linkedin.com/in/amanda-puck-2734745 Amanda Puck Instagram: @amandapuck Mariano's LinkedIn: www.linkedin.com/company/mariano's/home Mariano's Website: www.marianos.comMariano's Instagram: @marianosmarket Local vendor inquiries: welovelocal@roundys.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 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 (40K+ members and growing!) Follow @startupcpg Visit host Daniel's LinkedIn: www.linkedin.com/in/danscharff Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E380
    October 3 · 35 min

    Partnership Not Ownership: Inside Main Post Partners' Investment Approach

    In this Investor Spotlight, host Hannah Dittman sits down with Tara Hyland, Principal at Main Post Partners, to break down how growth equity differs from venture capital and what founders should understand about building an enduring consumer business. Tara's path to Main Post started in investment banking on a consumer-focused food and beverage team, followed by a move into private equity at Swander Pace Capital. She joined Main Post, a consumer-focused private equity firm known for its "partnership not ownership" philosophy, in 2020, and works primarily with founder-led businesses navigating their first institutional capital raise. Hannah and Tara dig into the key pillars Main Post considers during diligence, why management team strength is so critical to an investment decision, what investors actually mean when they call a company a "lifestyle business," how investors evaluate exit potential, and what separates a great business from one that's truly ready for institutional capital. Listen in as they discuss: How Main Post's growth equity approach differs from venture capital and private equity The firm's investment criteria, check sizes, and its "partnership not ownership" philosophy The Main Post mentorship group, and how the firm supports founders beyond just capital What exit potential really means, and how investors evaluate a business's remaining "white space" The financial benchmarks (growth rate, gross margin, differentiation) common across Main Post's successful exits Why a strong, scalable management team matters as much as the product itself The difference between a strategic buyer looking for portfolio protection versus a true portfolio gap What Main Post looks for in early diligence conversations, from brand differentiation to founder buy-in Why omnichannel presence, not just strong DTC metrics, has become critical for CPG investment today What investors mean by a "lifestyle business," and why it isn't necessarily a bad thing Episode Links: Tara Hyland LinkedIn: www.linkedin.com/in/tara-hyland-60a94021 Main Post Partners LinkedIn: www.linkedin.com/company/mainpostpartners/home Main Post Partners Website: www.mainpostpartners.com Contact Tara directly: thyland@mainpostpartners.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 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 (40K+ members and growing!) Follow @startupcpg Visit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844b Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E379
    October 2 · 31 min

    Why This Architect is Choosing to Build a National CPG Wellness Brand

    In this Founder Feature, host Caitlin Bricker sits down with Jane Kate Wong, founder of Noon World, a cognitive wellness company making dual-layer gummies designed for mind, mood, focus, chill, and sleep. Jane's path to Noon ran through architecture, where she designed urban planning projects, high-end residential and commercial spaces, and cultural centers, before moving into interaction design at Nike, Google, and Apple. After burning out from that work, she built Noon as a culmination of her interests in design, technology, and health, focused on what she believes is the next frontier of wellness: cognition. Her design background shows up everywhere in the brand, from the minimalist, neuro-aesthetic booth that stood out at Expo West 2025 to the scientifically engineered dual-layer gummy format built for better bioavailability. Caitlin and Jane dig into why Noon deliberately avoided conventional grocery retail early on, what led to a nationwide Target rollout instead, how the brand uses UGC and partnerships with names like Valentino and Adidas to build trust without traditional in-store demos, and why she believes patience and integrity, not fast wins, are what will separate lasting wellness brands from the rest. Listen in as they discuss: What Noon World is, and how it's built around cognitive wellness rather than a single use case The neuro-aesthetic thinking behind Noon's standout, minimalist Expo West 2025 booth How Jane's background in architecture and interaction design at Nike, Google, and Apple shapes Noon's product philosophy Why Noon's dual-layer, dual-cast gummy format was engineered for better ingredient loading and faster absorption Why Noon initially failed at conventional grocery retail, and what that taught Jane about her category How Noon's nationwide Target rollout differs from a typical CPG retail launch strategy Why Noon relies on UGC and partnerships (like one with Hummingbirds) instead of in-store demos to educate shoppers The unconventional brand partnerships Noon has built with Valentino, Adidas, Goop, and others The difference between "optimizing" and "calibrating" your mind, and how that shapes Noon's product design Jane's advice to wellness founders: hold onto integrity and long-term thinking in a crowded, trend-driven category Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we'll get in touch. Episode Links: Jane Kate Wong LinkedIn: www.linkedin.com/in/janekatewong Noon World LinkedIn: www.linkedin.com/company/noonworld Noon World Website: www.noon.world Noon World Instagram: @itsnoon.world 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 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 (40K+ members and growing!) Follow @startupcpg Visit host Caitlin's LinkedIn: https://www.linkedin.com/in/caitlinbricker/ Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E377
    September 29 · 40 min

    #268 The Rise of Gymkhana Fine Foods with Gulrez Arora

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with his longtime friend Gulrez Arora, founder of Gymkhana Fine Foods, the retail brand born out of London's two-Michelin-star Gymkhana restaurant, to talk about building a global premium Indian food brand from scratch. Gulrez and Daniel first met working together at Mars, where Gulrez spent nearly a decade in strategy roles across Asia Pacific chocolate and later ran an internal innovation and venture studio program. That experience taught him how hard it is to manufacture true founder energy inside a large corporation, and eventually led him to London, where a chance introduction to the founders of JKS Restaurant Group (the team behind Gymkhana) sparked the idea of bringing the restaurant's uncompromising culinary standard into center store. Daniel and Gulrez dig into the year-long process of translating Gymkhana's restaurant recipes into shelf-stable products without cutting corners, the hybrid in-house and co-packed manufacturing model built to protect quality, why the brand has driven outsized category growth and incrementality everywhere it launches, and how lessons from Mars and consulting shaped Gulrez's approach to scaling in both the UK and the US. Listen in as they discuss: How Gulrez's decade at Mars, including running an internal venture studio, shaped his instincts as a founder The serendipitous introduction to JKS Restaurant Group that led to the Gymkhana retail partnership Why the team waited over a year to launch, refusing to bring a product to market they weren't fully proud of The multi-layered, restaurant-style cooking process behind Gymkhana's sauces, and why there are no shortcuts The hybrid manufacturing model, with 40 to 50% of products made in-house and the rest co-packed Gymkhana's current product lineup, from simmer sauces to marinades, and what's coming next Why the brand has driven 900% category growth in the UK, with the majority of sales fully incremental How Gymkhana's in-store activation strategy, especially near meat and poultry, drives trial and repeat purchase The differences between building awareness in the UK versus the US, where Indian food is less culturally embedded Gymkhana's $8.5 million Series A with CAVU Ventures, and how that partnership has shaped the brand's growth Episode Links: Gulrez Arora LinkedIn: www.linkedin.com/in/gulrez-arora-2b40208 Gymkhana Fine Foods LinkedIn: www.linkedin.com/company/gymkhana-fine-foods-ltd Gymkhana Fine Foods Website: www.gymkhanafinefoods.com Gymkhana Fine Foods Instagram: @gymkhanafinefoods 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 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 (40K+ members and growing!) Follow @startupcpg Visit host Daniel's LinkedIn: www.linkedin.com/in/danscharff Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E378
    September 28 · 31 min

    R&D RADIO: The Real Science Behind Sugar Replacement with Icon Foods' Thom King

    In this episode of R&D Radio, host Adam Yee sits down with longtime friend Thom King, Founder and Chief Innovation Officer of Icon Foods, for a deep dive on sweetener systems from a food scientist's perspective. Thom founded Icon Foods in 1999 (originally as Steviva Brands), becoming one of the first companies to import stevia glycosides into the US. After partnering with Quest Nutrition on their first bar, the company shifted fully into ingredient supply, eventually rebranding to Icon Foods and expanding into rare sugars, fibers, and polyols. Thom holds a Master's degree in Food Science from Cornell and has spent decades helping brands solve one of the industry's toughest problems: removing sugar without sacrificing taste, texture, or consumer acceptance. Adam and Thom break down the eight functions of sugar beyond sweetness, why fiber stacking (as seen in brands like Olipop) helps avoid gut discomfort while boosting mouthfeel, and how sweeteners like erythritol, allulose, and tagatose each behave differently in formulation. They also dig into supply chain timing, tariffs, and Thom's practical advice for founders working with a formulator versus experimenting solo in the kitchen. Listen in as they discuss: The eight core functions of sugar that formulators have to account for beyond sweetness Why fiber stacking, like Olipop's approach, helps avoid GI discomfort while replicating sugar's viscosity A breakdown of common alternative sweeteners, including erythritol, allulose, and monk fruit, and where each works best Why stacking sweeteners (like erythritol with allulose and a high-intensity sweetener) often beats using just one How monk fruit and stevia combined can actually mask each other's bitter off-notes What tagatose is, how it’s made from lactose, and why it scorches faster than other reducing sugars in baked goods Why allulose not being accepted at Whole Foods may matter less than founders think, and why Target can be a stronger retail runway Why vegetable glycerin is an underrated tool for preventing bars and baked goods from going stale or crumbly How protein-based sweetness modulators like thaumatin work, and why they need a sweetener backbone to succeed The supply chain outlook for monk fruit, stevia, allulose, tagatose, and erythritol, including when to buy monk fruit and why to start planning 2027 purchases now Why founders should work with a professional formulator rather than scaling a kitchen recipe directly Episode Links: Thom King LinkedIn: www.linkedin.com/in/iconicthom Icon Foods LinkedIn: www.linkedin.com/company/icon-foods-ingredients Icon Foods Website: www.iconfoods.com Icon Foods Facebook: www.facebook.com/iconfoodsingredients Contact Thom directly: thom.king@iconfoods.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 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 (40K+ members and growing!) Follow @startupcpg Visit host Adam's LinkedIn Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E374
    September 26 · 41 min

    How "Taste to Retain" Built a Billion-Dollar Supplement Brand

    In this Operator Spotlight, host Hannah Dittman sits down with Hye Rin (Juliet) Choi, VP of Product at Grüns, to unpack the product philosophy and process behind one of the fastest billion-dollar acquisitions in CPG history. Hye Rin (Juliet) started her career in brand management at Johnson & Johnson's consumer health division, working on brands like Neutrogena and Tylenol, before pursuing her MBA at Stanford, where she met Grüns founder and CEO Chad Janis. She joined as employee number nine and the company's first product hire, helping build the product function from the ground up as Grüns scaled to over 130 employees and was acquired by Unilever roughly three years after launch. Hannah and Hye Rin (Juliet) dig into the "taste to retain" philosophy that drives Grüns' product decisions, the rigorous, multi-stage testing process behind every formula, why bringing R&D and science/regulatory in-house was one of the company's biggest unlocks, and what it actually takes - sometimes 30 to 40 iterations - to bring a new gummy to market. Listen in as they discuss: How Hye Rin (Juliet) went from brand management at Johnson & Johnson to becoming Grüns' first product hire The "taste to retain" philosophy behind Grüns' approach to product innovation Why solving for daily adherence, not just efficacy, was the real unlock behind Grüns' success How Grüns collects and acts on customer feedback throughout the entire development process Why 30 to 40 iterations are often needed to land a more complex gummy formulation The multi-stage testing process, from lab-scale research to third-party labs, that ensures product efficacy Why bringing R&D and science/regulatory functions in-house transformed Grüns' quality and speed The unique manufacturing challenges of working with gummies, from texture to shelf-life stability How Grüns evaluates whether a new product category or line extension is worth pursuing Hye Rin (Juliet)'s advice on documentation, version control, and protecting IP as a brand scales Episode Links: Hye Rin (Juliet) Choi LinkedIn: www.linkedin.com/in/julietchoi Grüns LinkedIn: www.linkedin.com/company/Gruns Grüns Website: www.Gruns.co Grüns Instagram: www.instagram.com/Grunsdaily 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 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 (40K+ members and growing!) Follow @startupcpg Visit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844b Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E375
    September 25 · 30 min

    How This Ex-Attorney Reinvented Hard Candy as a Health Tool

    In this Founder Feature, host Caitlin Bricker sits down with Erica Haft, founder of Sweeter Collective, an organic hard candy brand modernizing the category with just 16 calories, less than 3 grams of sugar, and nearly 2 grams of fiber per piece. Erica spent almost 10 years as an attorney before leaving law behind to build the brand. Her inspiration was close to home: her mother, a registered dietitian, has eaten hard candy daily for over 30 years to satisfy her sweet tooth without derailing her health goals. After nearly two years of R&D, including an early attempt at the old-school "panning" technique used for jawbreakers, Erica landed on a boiling method using soluble tapioca fiber and oats to create a long-lasting, slow-dissolving candy in a custom round sphere mold. Caitlin and Erica dig into why the panning technique didn't work out, how Erica found a co-manufacturer willing to make an unconventional round candy shape, the planetary branding inspired by her hometown of Jupiter, Florida, real feedback from in-store demos at Sprouts, and how she's positioning hard candy not as a treat to restrict, but as a daily tool for mindfulness and control. Listen in as they discuss: How Erica's mother's 30-year hard candy habit as a registered dietitian sparked the idea for Sweeter Collective Why Erica initially tried the old-school "panning" technique used for jawbreakers, and why it didn't work How she landed on a boiling method using soluble tapioca fiber and oats for a slow-dissolving candy Why finding a co-manufacturer with a round sphere mold (instead of the standard disc shape) took months The planetary branding, inspired by her hometown of Jupiter, Florida, that shapes the "Sweeter Universe" concept Real customer feedback from in-store demos at Sprouts, including hesitation around price point Why Erica frames Sweeter Pops as "the cheapest tool in your toolbox" compared to other wellness spend How the brand is evolving its packaging to better educate shelf shoppers on what makes it different Why positioning hard candy as a mindfulness tool, not a restriction, is central to the brand's message What's next for Sweeter Collective, including a packaging refresh and dream flavor collaborations 🍬 Listener Perk: Use code STARTUPCPG for 10% off your order at sweetercollective.com - one-time use per customer. Episode Links: Erica Haft LinkedIn: www.linkedin.com/in/ericahaft Sweeter Collective LinkedIn: www.linkedin.com/company/sweetercollective Sweeter Collective Website: www.sweetercollective.com Sweeter Collective Instagram: www.instagram.com/sweetercollective Sweeter Collective TikTok: @sweetercollective 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 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 (40K+ members and growing!) Follow @startupcpg Visit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbricker Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E376
    September 23 · 20 min

    Should You Apply for Startup CPG's Founders & Funders?

    In this bonus solo episode, host Daniel Scharff breaks down everything founders need to know about Founders & Funders, Startup CPG's flagship fundraising event happening December 10th in New York City, to help you decide whether you should apply. Daniel explains why he built the event: after hearing founders describe spending up to 50% of their time on fundraising, he wanted to create a highly efficient, application-based summit that brings together the top 100 VCs in emerging CPG with the community's strongest brands for a single, high-impact day. Unlike the free, ticketed regional roadshows Startup CPG runs throughout the year, the December event is capped, competitive, and application-based, designed around fast, curated one-on-one meetings rather than open networking alone. Daniel walks through exactly how the day works, from the one-pager application brands submit ahead of time (which VCs review to select the meetings they want) to what a typical five-to-ten-minute investor conversation actually looks like. He also shares who's already confirmed to attend, from major retailers to dozens of top consumer VC firms, and offers honest, practical advice on applying, including how early you should apply and what actually matters in your application video. Listen in as he covers: Why Daniel created Founders & Funders after hearing founders describe spending half their time on fundraising The difference between Startup CPG's free, ticketed roadshows and the application-based December summit How the one-pager application works, and why VCs use it to pre-select which brands they want to meet What a typical one-on-one meeting at the event actually looks like, and how long they really last Why Daniel believes even brands not actively fundraising yet should consider applying for 2027 The retailers and VCs already confirmed to attend this year's event, including 7-Eleven Ventures, Albertsons, Walmart, and dozens of leading consumer VC firms How the rolling, batch-based application review process works, and why applying early matters What to actually include in your application video, and why it doesn't need to be polished Why building relationships with investors early, even before you're ready to raise, pays off later How the roadshows can be a great alternative or complement for brands who aren't accepted to the December event Apply for Founders & Funders by Startup CPG: https://bit.ly/podcastfnf Episodes mentioned in this episode: Inside Founders & Funders with Alex Michaelsen from Leisure Hydration and Alex Malamatinas from Melitas Founder + Funder: Alex Michaelsen, Founder of Leisure Hydration and Ryan Springer, Midnight Venture Partners 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 (40K+ members and growing!) Follow @startupcpg Visit host Daniel's LinkedIn: https://www.linkedin.com/in/danscharff/ Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E372
    September 22 · 44 min

    #267: Term Sheets 101 with Giannuzzi Lewendon

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Adam Marsh and Gabrielle McGonagle, partners at Giannuzzi Lewendon, a top-tier CPG law firm, for a deep dive on term sheets and what every founder needs to understand before raising capital. Adam has spent nearly 13 years practicing law focused on the CPG space, while Gabrielle brings over a decade of experience at the firm, including work on major exits like BodyArmor's $8 billion sale. Together, they've guided countless CPG brands through fundraising, from pre-revenue startups to companies doing nine figures in revenue, and are frequent partners of Startup CPG's Founders and Funders events. Daniel, Adam, and Gabrielle break down what a term sheet actually is, why founders should consider proposing their own terms instead of waiting on investors, and the key levers, beyond valuation, that determine how good a deal really is. They cover protective provisions, board control, liquidation preferences, option pools, redemption rights, and more, offering founders a practical framework for knowing what to fight for and what to let go. Listen in as they discuss: What a term sheet actually is, and why founders should consider proposing their own Why negotiating a term sheet properly upfront saves time and money in the long run What investor blocking rights (protective provisions) are, and how far they can extend Why a seemingly small board block can function as a backdoor block on future financing The critical difference between protective provisions held by an investor versus a board director Why budget approval rights should stay at the board level, not the investor level How founders can maintain board control even as the board grows with each funding round The difference between participating and non-participating preferred stock, and why it matters How option pools work, and why founders should push for them to be calculated post-money What redemption rights, pro rata rights, and reporting obligations mean for founders long-term Episode Links: Adam Marsh LinkedIn: www.linkedin.com/in/adam-marsh-847a8571 Gabrielle McGonagle LinkedIn: www.linkedin.com/in/gabrielle-mcgonagle-803b2b21 Giannuzzi Lewendon LinkedIn: www.linkedin.com/company/giannuzzi-lewendon-llp Giannuzzi Lewendon Website: www.gllaw.us Giannuzzi Lewendon Instagram: @giannuzzilewendon Contact Adam directly: adam@gllaw.us Contact Gabrielle directly: gabrielle@gllaw.us 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 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 (40K+ members and growing!) Follow @startupcpg Visit host Daniel's LinkedIn: www.linkedin.com/in/danscharff Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E371
    September 19 · 36 min

    The 4-Part Diligence Framework Every Founder Should Know

    In this Investor Spotlight, host Hannah Dittman sits down with Ashley Hartman, Managing Partner at Bluestein Ventures, an early-stage firm investing at the intersection of culture, science, and technology in modern wellbeing and consumer brands. Ashley's path to venture capital ran through financial consulting at NERA Economic Consulting and then operating strategy at her family's manufacturing business, giving her a rare blend of analytical rigor and hands-on operating experience. She's now co-Managing Partner at Bluestein Ventures, which evolved from a family office into an independent, family-backed VC fund, and has made more than 40 investments across her career, primarily at seed through Series A. Hannah and Ashley dig into Bluestein's four-part diligence framework, the "unicorn" combination of traits Ashley looks for in a founder, why rapid growth can quietly mask a fragile business, what the first 90 days after an investment actually looks like, and how founders should think about timing their next raise. Listen in as they discuss: Bluestein Ventures' focus, check sizes, and the market forces shaping its investment thesis How family office capital differs from traditional venture capital, and what that means for founders The four-part scorecard Bluestein uses in diligence: vision, playbook, engine, and terms The key CPG metrics Ashley wants founders to know cold, from net revenue by channel to LTV/CAC The rare "unicorn" combination of vision and operational depth Ashley looks for in founders Why broad distribution right out of the gate is often a red flag, not a strength What the first 90 days of a new investment partnership typically looks like Why growth can conceal a fragile business, and what "capital efficiency" really means in practice How Bluestein supports portfolio companies through setbacks, using two real (anonymized) examples Ashley's framework for knowing exactly when a founder is ready to raise Episode Links: Ashley Hartman LinkedIn: www.linkedin.com/in/ashleyhartman2 Bluestein Ventures LinkedIn: www.linkedin.com/company/bluesteinventures Bluestein Ventures Website: www.bluesteinventures.com Bluestein Ventures X: @BluesteinVC 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 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 (40K+ members and growing!) Follow @startupcpg Visit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844b Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E368
    September 18 · 25 min

    Meat Stick Who? How TofuGo Turned Tofu Into a Viral Protein Snack

    In this Founder Feature, host Caitlin Bricker sits down with Caroline Dai, founder of TofuGo, a savory protein snack made from whole foods tofu with 12 grams of protein, zero sugar, and zero natural flavors. Caroline grew up eating tofu daily in her Chinese family before moving to Seattle at age 13. After years working in business and finance, constantly snacking on sugary protein bars at her desk, she realized there was nothing savory, whole-food, and additive-free on the market. She launched TofuGo in March 2026, and just two weeks later, a simple living-room video went viral with over 350,000 views. Five months in, the brand is now in over 40 U.S. states and Canadian provinces, with a growing base of repeat subscribers. Caitlin and Caroline dig into the craveable, ancient Chinese culinary craftsmanship behind the product, why she's intentionally staying savory instead of chasing every trend, how strong sell-through data has changed retailer conversations, and her vision for TofuGo as a nationwide, mainstream snack accessible to vegans, fitness enthusiasts, and families alike. Listen in as they discuss: How growing up eating tofu daily in a Chinese household inspired Caroline to build TofuGo The unscripted, low-production living room video that hit 350,000 views two weeks after launch Why TofuGo's two current flavors, soy barbecue and spicy chili, were chosen to bridge Asian flavors with mainstream American snacking The ancient Chinese culinary technique behind removing water content to turn fresh tofu into a shelf-stable snack Why TofuGo intentionally stays focused on two SKUs instead of expanding the lineup too quickly How the packaging design, inspired by Chinese red envelopes, became a core part of the brand's identity Why strong in-store velocity data has helped overcome retailer skepticism about "niche" Asian flavors How TofuGo built inbound international demand, including an upcoming UK launch, without deliberately pursuing it What's next for the brand, including an Amazon launch, more flavors, and continued retail conversations Caroline's advice for early-stage founders on getting comfortable being the face of their brand Episode Links: Caroline Dai LinkedIn: www.linkedin.com/in/caroline-dai TofuGo Snacks LinkedIn: www.linkedin.com/company/tofugo TofuGo Snacks Website: www.tofugosnacks.com TofuGo Snacks Instagram: @tofugosnacks 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 (40K+ members and growing!) Follow @startupcpg Visit host Caitlin's LinkedIn: https://www.linkedin.com/in/caitlinbricker/ Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E370
    September 15 · 36 min

    #266: Building an Organic Social Media Following with Lindzi Shanks, XO Marshmallow

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Lindzi Shanks, founder and CEO of XO Marshmallow, to unpack how she built an organic social following of 1.4 million across platforms and turned it into real, trackable sales. Lindzi started XO Marshmallow 10 years ago with a background as an influencer and blogger, designing the brand from day one to be visually shareable. As short-form video took off, she realized the marshmallow-making process itself was perfectly suited to content, from ASMR-style pulling and pouring to behind-the-scenes factory footage. That instinct, paired with a willingness to constantly experiment and adapt, has turned XO into one of the most recognizable brands in confectionery, generating millions in revenue through social content and more than $2 million in TikTok Shop sales alone. Daniel and Lindzi dig into how each platform (TikTok, Instagram, YouTube, and Facebook) plays a completely different role in her strategy, how she turned a single negative comment into a 26-million-view video and a still-converting ad, why viral views don't always translate to sales, and how she batches content, keeps customers coming back, and now approaches an upcoming retail expansion. Listen in as they discuss: Why Lindzi designed XO Marshmallow to be visually shareable from day one, before short-form video existed How TikTok, Instagram, and YouTube each reward completely different types of content Why "blame your content, not the algorithm" when something stops performing How a single negative TikTok comment turned into a 26-million-view video and a still-converting ad Why viral views don't always translate into sales, and which platforms actually drive purchases How XO Marshmallow batches content one day a week and uses a freelance editor to scale output Why reusing years of old B-roll footage can create content that feels brand new How XO Marshmallow drives repeat purchases and reorder rates through community programs like Troop XO and Camp Cap Why TikTok Shop customers are hard to retain, and how postcards and discount inserts help win them back Why XO Marshmallow is redesigning its packaging and shelf life ahead of a retail expansion Episode Links: Lindzi Shanks LinkedIn: www.linkedin.com/in/lindzi-shanks-6689b6101 Lindzi Shanks Instagram: @lindzi.shanks XO Marshmallow LinkedIn: www.linkedin.com/company/xo-marshmallow XO Marshmallow Website: www.xomarshmallow.com XO Marshmallow Instagram: @xo.marshmallow XO Marshmallow Facebook: www.facebook.com/xomarshmallow XO Marshmallow YouTube: xomarshmallow XO Marshmallow Pinterest: za.pinterest.com/xomarshmallow XO Marshmallow TikTok: @xo.marshmallow 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 (40K+ members and growing!) Follow @startupcpg Visit host Daniel's LinkedIn: www.linkedin.com/in/danscharff Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E369
    September 14 · 25 min

    R&D RADIO: How Startup CPG's Product Developer Database Helped This Founder Reformulate

    In this episode of R&D Radio, host Adam Yee sits down with Drake Nickell, founder of Dimitri's Greek Kitchen, to talk through how he used Startup CPG's Product Developer Database to find the right partner for reformulating his brand's pita chips. Drake and his sister built Dimitri's Greek Kitchen around traditional Greek and Mediterranean snacks with a modern twist, starting with whipped feta before pivoting into pita chips after finding a manufacturing partner who could bring the product to life. With the chips now in over 300 stores, including all 189 Jewel-Osco locations across Illinois, Drake turned to the Product Developer Database to level up the product with a well-defined scope of work rather than spending months experimenting in his own kitchen. Adam and Drake dig into how Drake filtered and vetted eight different product developers, why having a clear scope of work upfront made those conversations more efficient, how founders and food scientists can use shared reference points like well-known snack brands to communicate flavor and texture, and what "soft skills" mattered most in choosing the right long-term partner. Listen in as they discuss: How Drake and his sister built Dimitri's Greek Kitchen around whipped feta and pita chips Why a viral TikTok moment around spicy whipped feta helped validate the product idea How Drake used Startup CPG's Product Developer Database to find and filter relevant experts Why having a clearly defined scope of work made his vetting conversations far more efficient What matters most when choosing a product developer beyond price, including communication style and personality fit Why quick follow-up and pricing transparency were strong signals in choosing the right partner How food scientists use a "gold standard" reference product to reverse-engineer texture and flavor How Drake described mouthfeel and flavor using widely available snack brands as a shared reference point Why founders shouldn't take early "no's" from experts personally, even when they sting What's next for Dimitri's Greek Kitchen, including new pita chip flavors and a whipped feta relaunch Episode Links: Drake Nickell LinkedIn: www.linkedin.com/in/drake-nickell-267b54161 Dimitri's Greek Kitchen Website: www.dimitrisgreeksnacks.com Dimitri's Greek Kitchen Instagram: @dimitrispitachips 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 (40K+ members and growing!) Follow @startupcpg Visit host Adam's LinkedIn Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E367
    September 12 · 30 min

    How Whole Foods Invests in Emerging Brands with Ellen Gorra

    In this Investor Spotlight, host Hannah Dittman sits down with Ellen Gorra of Whole Foods Market, who leads the retailer's equity investment and warrant partnership programs, to unpack how one of the industry's most influential retailers evaluates, invests in, and supports emerging brands. Ellen's path to Whole Foods wound through equity research at Piper Sandler, buy-side coverage of hedge funds and private equity, and a stint at L Catterton in Asia, where she helped lead an $80 million investment in K-pop entertainment company YG Entertainment. After a brief detour into music at Live Nation, she found her way back to consumer - this time in food - and has been investing in and partnering with emerging brands at Whole Foods ever since. Hannah and Ellen dig into how Whole Foods' equity and warrant programs actually work, how the warrant program ties brand sales to charitable giving through the Whole Foods Market Foundation, what trends are shaping the perishables category right now, and what founders should understand about underwriting a return before pitching an investor. Listen in as they discuss: How Whole Foods' equity investment program differs from its warrant partnership program Why proceeds from Whole Foods' equity stakes are donated to the Whole Foods Market Foundation when a brand exits What stage and category of brands Whole Foods typically targets for equity vs. warrant deals Emerging trends in perishables, including branded produce varieties and flavor-forward breeding What Whole Foods looks for when evaluating a brand's exit potential before entering a warrant partnership How founders can "underwrite" their own return for potential investors, including EBITDA benchmarks and typical return multiples Why revenue thresholds for a strategic acquisition have risen in recent years What Ellen wishes founders understood about communication and transparency with their Whole Foods merchant Ellen's advice on getting noticed by investors, including keeping outreach short and having a clear product roadmap Ellen's career lessons, from cap table math to navigating LinkedIn's highlight reel culture Episode Links: Ellen Gorra LinkedIn: www.linkedin.com/in/ellengorra Whole Foods Market LinkedIn: www.linkedin.com/company/whole-foods-market/home Whole Foods Market Website: www.wholefoods.com Whole Foods Market Instagram: @wholefoods 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 (35K+ members and growing!) Follow @startupcpg Visit host Hannah's LinkedIn: http://www.linkedin.com/in/hannah-dittman-011b844b/ Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E366
    September 11 · 30 min

    Tallow, Trust, and Testing: Inside My Neighbor's Rapid Growth

    In this Founder Feature, host Caitlin Bricker sits down with Harri Magaldi, founder of My Neighbor's, a regenerative tallow and vegan skincare brand manufactured in-house in the Hudson Valley. Harri left nine years on Wall Street after her daughter developed eczema as a baby. Unable to find anything that worked, she started making beef tallow balm at home in a crock pot using suet from a local farm, initially just to help her own daughter and as gifts for friends. After encouragement from other moms, she launched at the Hudson Farmer's Market in May 2024, selling $4,000 worth of product on day one. Four months later, she was picked up by Anthropology and Terrain, catapulting the brand into wholesale. My Neighbor's is now in over 500 retailers, on track for 1,500 doors by March 2027, and manufactures everything in-house just steps from the same farmer's market where it all began. Caitlin and Harri dig into the real difference between grass-fed and grass-finished, why sourcing and rendering suet locally matters so much for both quality and community impact, the $30,000 the brand invested unprompted in microbial, stability, and heavy metal testing, and how a chance encounter while pumping breast milk at Expo West led to a major new retail partnership. Listen in as they discuss: How Harri started making beef tallow balm at home to treat her daughter's eczema Selling $4,000 in product on day one at the Hudson Farmer's Market How being picked up by Anthropologie and Terrain four months in changed everything The real difference between grass-fed and grass-finished, and why it matters for both meat and skincare Why suet sourcing, local rendering, and naming the actual farm matters more than most tallow brands admit The 12 Hudson Valley farms My Neighbor's partners with, and how the relationship benefits both sides Why the brand invested $30,000 unprompted in microbial, stability, and heavy metal testing How partnering with QVC pushed the brand to raise its own safety and testing standards Meeting a major buyer while pumping breast milk at her booth at Expo West Why Harri cares more about "regenerative" than "organic," and what that means for sourcing claims Episode Links: Harri Magaldi LinkedIn: www.linkedin.com/in/harrimagaldi My Neighbor's LinkedIn: www.linkedin.com/company/my-neighbors My Neighbor's Website: www.myneighbors.co My Neighbor'sInstagram: @myneighbors.co 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 (35K+ members and growing!) Follow @startupcpg Visit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbricker Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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  • S4 · E363
    September 8 · 41 min

    #265: Marion Nestle on Food Politics and the Cereal Aisle

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Marion Nestle, Professor Emerita of Nutrition, Food Studies, and Public Health at NYU, to unpack decades of cereal industry marketing history and what it reveals about food policy today. Marion is one of the most influential voices in food politics, having helped pioneer food studies as an academic discipline and served as Senior Nutrition Policy Advisor at the U.S. Department of Health and Human Services, where she helped oversee the landmark 1988 Surgeon General's Report on Nutrition and Health. She's the author of numerous bestselling books, including Food Politics, What to Eat, Soda Politics, and Unsavory Truth. Her newest book, Sugar Coated: Unboxing the Hidden Forces Shaping America's Favorite Breakfast Food, uses her decades-long personal collection of cereal boxes as a lens into the history of food marketing, health claims, and consumer behavior. Daniel and Marion dig into how cereal went from a health food invented by Kellogg to one of the most heavily marketed, sugar-laden products on shelves, how companies use shelf space, packaging changes, and influencer marketing to reach consumers (including kids), and what today's CPG founders can learn from a century of food industry marketing tactics. Listen in as they discuss: How Marion's decades-long personal collection of cereal boxes became the basis for her new book, Sugar Coated The surprising origins of cereal as a health food invented by Kellogg, a self-described "health nut" Why heavily sugared cereals didn't become popular until decades after cereal's original health-food branding How shifting nutrition trends, from fiber to protein, show up almost instantly on cereal packaging Why cereal boxes make such a uniquely revealing marketing case study, from size to how often designs change How supermarkets are paid for shelf placement, and what that reveals about products like Cheerios' many spinoffs Why influencer marketing has made it harder to monitor how food companies market to kids online What "ultra-processed" really means, and why it excludes most cereals currently on shelves Marion's take on the wellness movement, GLP-1 drugs, and the "Make America Healthy Again" conversation Marion's advice to CPG founders: if you want to be trusted, behave in a trustworthy way Episode Links: Marion Nestle LinkedIn: www.linkedin.com/in/marion-nestle-9515ba8/ Food Politics LinkedIn Newsletter: www.linkedin.com/newsletters/food-politics-7348413124078649347/ Food Politics Website: www.foodpolitics.com Marion Nestle Instagram: @marionnestle 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 (35K+ members and growing!) Follow @startupcpg Visit host Daniel's LinkedIn: https://www.linkedin.com/in/danscharff/ Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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Showing 1–20 of 40 episodes