The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with two founders who've leveraged Startup CPG's Grocery Run events to accelerate their retail growth: Amna Mettmann of Brause and Jocelyn Ramirez of Todo Verde. The conversation provides an inside look at how these curated retailer events create high-ROI opportunities for emerging brands to close deals, build relationships, and gain invaluable feedback from buyers—often in a single day.Amna shares how Brause used their very first Grocery Run in April as a launch pad for B2B, meeting dream retailers like Woodland Markets, Luke's Local, and Good Stuff Distributor within hours of officially launching on Shopify. She discusses attending four to five Grocery Run events since then, closing deals on the spot, and receiving critical product feedback that led to can redesigns and velocity improvements. Amna emphasizes the power of the community—from retailers offering actionable insights to "competitors" like All Phenoms taking her under their wing—and why Grocery Run's curated environment accelerates the typical 20-25 touchpoint sales cycle down to just 4-5.Jocelyn recounts winning the pitch slam competition at the Chicago Grocery Run with Fresh Thyme Market—a milestone that came after months of unsuccessful cold outreach. She reveals what it felt like to pitch live on stage in front of hundreds of people, the importance of bringing authentic energy and storytelling to buyer conversations, and why treating judges and buyers as fellow humans (not pedestals) helps eliminate nerves. Jocelyn also shares how winning opened doors beyond the initial placement, including meetings with category managers from other departments and connections with service providers she'd only engaged with via email.Whether you're considering attending your first Grocery Run or looking to maximize ROI at retail events, this conversation offers tactical advice on preparation, follow-up, booth setup philosophy, and why showing up—even without a table—can change the trajectory of your business.Listen in as they discuss:How Brause used Grocery Run as a B2B launch pad with just a week on ShopifyClosing deals with retailers and distributors on the spot vs. 20-25 touchpoint cold outreachWhy Grocery Run accelerates sales cycles: curation, buyer expectations, and prep workCritical product feedback from buyers that led to can redesigns and velocity improvementsThe minimalist booth philosophy: letting the product speak for itselfBuilding relationships with "competitors" and the unique community at Grocery Run eventsWinning the Fresh Thyme Market pitch slam: preparation, storytelling, and stage presenceWhy treating buyers as humans (not pedestals) eliminates pitch nervesLeveraging pitch competitions to meet category managers beyond your immediate buyerThe importance of pre-event outreach and post-event follow-upStrategic advice: always buy a ticket and show up with samples, even without a tableHow Grocery Run differs from traditional trade shows and why ROI is consistently higherEpisode Links:Brause:Website: https://drinkbrause.com/ Instagram: https://www.instagram.com/drinkbrause Todo Verde:Website: https://todoverde.org Instagram: https://www.instagram.com/todoverde/ 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 (30K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Alex Borschow, Managing Partner at Rocana Ventures, to explore what Series A investors actually look for in consumer brands. The conversation dives deep into defining product-market fit, understanding traction metrics across channels, and why thoughtful, mission-driven capital matters for building sustainable CPG brands.Alex shares how Rocana Ventures approaches Series A investments ($7-25M revenue) with a focus on authentic better-for-you brands, omnichannel traction, and strong unit economics. He discusses the importance of evaluating velocity metrics in retail, repeat purchase rates in DTC, and why Amazon rankings and reviews are critical indicators of consumer adoption. Drawing from portfolio successes like Olipop, Alex reveals what separates compelling investment opportunities from brands that aren't quite ready—and how founders can position themselves for success before they start raising capital.Throughout the episode, listeners gain insider perspective on investor-founder dynamics, the traits that define resilient leadership, and practical benchmarks for DTC retention (30-60% vs. outdated 10-12% standards), retail velocities (units per SKU per store per week), and club channel performance. Alex also emphasizes why not every metric has to be perfect to raise capital—but founders must demonstrate accountability, self-awareness, and a clear roadmap for addressing gaps. Whether you're building toward Series A or evaluating your first institutional round, this conversation offers clarity on what matters most when building a fundable, mission-driven CPG brand.Listen in as they discuss:How Rocana Ventures evaluates Series A brands ($7-25M revenue, omnichannel traction)What product-market fit looks like across DTC, Amazon, retail, and club channelsWhy repeat purchase rates and customer retention define long-term brand valueUnderstanding retail velocity metrics: units per SKU per store per weekThe importance of baseline velocity increases post-promo in retailDTC metrics evolution: from LTV/CAC to payback periods and 30-60% retention benchmarksAmazon rankings, reviews, and ROAS as critical indicators of consumer adoptionClub channel dynamics: Costco roadshows, rotation benchmarks, and chunky POsWhy household penetration and unaided brand awareness matter at scale ($50M+)Founder traits that matter most: humility, accountability, coachability, and transparencyThe postmortem mindset: learning from failure and embracing dissonanceWhy Rocana's 60%+ strategic LP base creates differentiated value beyond capitalHow to choose the right investment partner and build relationships before fundraisingRed flags vs. green flags: confirmation bias, honesty, and addressing weak metricsEmerging opportunities Rocana is excited about in better-for-you consumerEpisode Links:Rocana Ventures Website: https://www.rocanaventures.com LinkedIn: https://www.linkedin.com/company/rocanaventuresAlex Borschow - General Partner, Rocana Ventures LinkedIn: https://www.linkedin.com/in/alexborschow/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.comShow 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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Amie Kesler, founder of Carolyn’s Krisps—a rapidly growing, better-for-you snack brand reinventing a cherished family recipe into a modern, dairy-free and gluten-free product line. What began as a nostalgic cheddar crisp made by Amie’s grandmother has evolved into a differentiated portfolio of sweet and savory snacks defined by unique texture, bold flavor profiles, and a strong emphasis on inclusivity and quality.Amie discusses the early days of the business—from hand-rolling dough and selling through a cubicle sign-up sheet to operating a self-manufactured brand in its fourth commercial facility. She shares how a disciplined, incremental approach to R&D and retail allowed Carolyn’s Krisps to scale without compromising its product integrity or financial fundamentals.The conversation explores what it means to build a brand with intention: leveraging independent retailers as strategic partners, investing in operational efficiency, navigating pack size and pricing decisions, and planning for regional expansion. Amie also reflects on the importance of maintaining a strong brand identity while introducing innovative formats, including seasonal chocolate bark and nostalgic flavor combinations.In addition, she provides valuable insights from opening Carolyn’s Krisps’ pop-up snack shop—a curated retail environment featuring other emerging brands. Making the shift from founder to buyer has reshaped her perspective on relationship-building, product presentation, pricing, and communication, offering lessons that are applicable for CPG operators at all stages.Listen in as they share about:The evolution of Carolyn’s Krisps from family recipe to commercial product lineDeveloping better-for-you snacks driven by nostalgia, taste, and textureScaling manufacturing responsibly while maintaining product qualityLeveraging independent retailers and community-driven growthPricing, pack architecture, and trade spend considerations for retail expansionInsights gained from operating a pop-up retail spaceBest practices for brand communication, follow-up, and relationship managementCreating memorable customer experiences through thoughtful detailsExploring new formats and limited-run innovationsEpisode Links:Website: https://www.carolynskrisps.com/Instagram: @carolynskrispsLinkedIn: https://www.linkedin.com/in/ahkesler/ 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 (30K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff speaks with Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, a leader in food and beverage product development, scale-up, and manufacturing strategy. Jamie brings decades of experience guiding brands from concept to commercialization, and a mission-driven focus on helping innovators build sustainable food systems for a rapidly growing population.Throughout the conversation, Jamie breaks down the realities of bringing products to market—from choosing the right product developer to navigating the complexities of frozen logistics, ingredient sourcing, and co-manufacturing partnerships. He offers clear, pragmatic frameworks for evaluating partners, managing risk, and building cost-effective operations, while emphasizing the importance of communication, collaboration, and long-term relationship building.Daniel and Jamie also explore the structural challenges early-stage brands face when entering manufacturing environments not optimized for small batches, and why founders must understand the economics and constraints of their partners to negotiate effectively and scale responsibly.Listen in as they discuss:How to identify and evaluate independent product developersChallenges and cost drivers in frozen DTC logisticsWhere and how emerging brands can source core ingredientsSampling strategies and pilot runs for early-stage commercializationThe operational realities behind low minimum order quantitiesHow co-manufacturers structure their costs and capacity planningBest practices for visiting facilities and developing working relationshipsKey considerations when reviewing co-packer contractsThe role of transparency, expectations, and shared accountabilityEpisode LinksWebsite: https://www.catapultserv.com/ LinkedIn: https://www.linkedin.com/in/fvmh97c/ Product Developer Database Submissions: https://bit.ly/productdevelopersepg contact: janele@enterprisepurchasing.com, mention Startup CPGJoin the Startup CPG Slack: startupcpg.comDon'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 (30K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Hannah Dittman speaks with Nick Giannuzzi, founder and managing partner of Humble Growth—an investment firm intentionally designed to shift the traditional power dynamic between founders and investors. Nick traces his career from representing Vitaminwater in its early days to building a leading CPG-focused law firm, and eventually launching a $312M growth fund backed by industry operators who understand firsthand the realities of scaling consumer brands.Nick discusses why thoughtful, founder-aligned capital remains rare in the CPG space, and how Humble Growth approaches investing with transparency, discipline, and long-term partnership at the core. He emphasizes the importance of working backwards from an eventual exit, building operational and financial foundations early, and maintaining rigorous standards even amid the daily pressures of running a business.With decades of experience advising and investing in brands, Nick sheds light on the common pitfalls he sees founders face, the characteristics that define resilient leadership, and the structural considerations that often determine whether a business can scale, transact, and ultimately endure.Listen in as they discuss:The origins and philosophy behind Humble GrowthTransitioning from legal counsel to growth investorWhy building a business that can transact is essential—even if you don’t plan to sellStrategic considerations for growth-stage brands, from margins to channel strategyThe role of discipline in evaluating opportunities and operatorsFounder traits that drive long-term success—and where they can become obstaclesBalancing operational excellence with strategic foresightHow investors and founders can work together beyond quarterly board meetingsBest practices for preparing documentation, data, and structure ahead of fundraisingEpisode Links:Website: https://www.humblegrowth.com/Personal LinkedIn: https://www.linkedin.com/in/nick-giannuzzi-6a550b14b/ Company LinkedIn: https://www.linkedin.com/company/humblegrowth.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.comShow 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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

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In this episode of the Startup CPG Podcast, Caitlin Bricker interviews Liv Truesdell, founder of FROST Buttercream, an emerging brand bringing bakery-quality, meringue-based buttercream to retail shelves with fewer ingredients, less sugar, and a noticeably elevated taste profile. Liv shares her journey from investment banking to building a family-run food business, working alongside her mother as co-founder, and developing a product designed to meet consumer demand for cleaner, less cloying desserts.The conversation highlights how FROST approaches formulation, packaging, and education in a category where most consumers are unaware that conventional “buttercream” often contains no real butter. Liv explains the complexities of producing meringue-based buttercream at scale, the trade-offs of small-batch manufacturing, and the brand’s thoughtful expansion into retail, demos, and eventually food service—all while maintaining quality and operational discipline.The episode also touches on early wins, from a Startup CPG Shelfie Award to distribution in notable New York City retailers, as well as strategic collaborations that have helped introduce the product to new audiences. Throughout, Liv reflects on the importance of community, consumer feedback, and patience when navigating the challenges of an early-stage CPG business.Listen in as they share about:The inspiration and development behind FROST ButtercreamWhy meringue-based buttercream stands apart from standard formulationsEducating consumers in a category with entrenched expectationsStrategic retail expansion and the role of demos in adoptionOperational realities of small-batch production and scalingEarly collaborations, brand recognition, and retail partnershipsLessons learned during the first year of building a CPG companyEpisode Links:Website: https://frostbuttercream.com/Instagram: @frostbuttercreamDon'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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with the Hungryroot team for an exclusive inside look at how the fast-growing food tech platform curates products, personalizes grocery shopping through its innovative Smart Cart technology, and simplifies meal planning for millions of customers.The Hungryroot buyers reveal exactly how they evaluate new products, source clean ingredients across categories like meat, seafood, and snacks, and navigate operational challenges in packaging, shipping, and scaling partnerships. They break down what makes a product launch successful, how customer feedback shapes category strategy, and what emerging brands need to know before pitching to the platform.The episode closes with nearly 20 CPG brands pitching directly to Hungryroot buyers in real time, offering listeners a rare, behind-the-scenes view of what it takes to launch and grow on one of the most innovative personalized grocery platforms in the market.Listen in as they discuss:How Hungryroot's Smart Cart personalizes grocery shopping and meal planningWhat buyers look for when evaluating new products and brand partnershipsSourcing strategies and emerging trends in meat, seafood, and clean-label snacksOperational challenges with packaging, shipping, and ready-to-eat meal innovationThe importance of brand volume and scaling successfully on the platformWhy the launch is just the beginning: ongoing support and growth strategiesReal-time brand pitches from nearly 20 CPG founders to Hungryroot buyersOpportunities in food innovation, clean ingredients, and personalized nutritionHow customer feedback drives category expansion and product curationKeys to building successful long-term partnerships with HungryrootEpisode LinksHungryroot Website: https://www.hungryroot.com LinkedIn: https://www.linkedin.com/company/hungryrootChris Battaglia - Director of Strategic Sourcing Meat and Seafood, Hungryroot LinkedIn: https://www.linkedin.com/in/chris-battaglia-47569347/Nika Mosenthal - VP of Food Experience, Hungryroot LinkedIn: https://www.linkedin.com/in/nikamosenthal/Keri Cardenas - Category Lead, Hungryroot LinkedIn: https://www.linkedin.com/in/keri-cardenas/Julia Bello - Director of Category Management, Hungryroot LinkedIn: https://www.linkedin.com/in/juliabello/Daniel Scharff - Founder, Startup CPG LinkedIn: https://www.linkedin.com/in/danscharff/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 (30K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Karl Franz Williams, founder of Uncle Waithley's—a small-batch, real-ingredient Caribbean-inspired ginger beer redefining what a classic mixer can be. Karl shares his unique journey from electrical engineering at Yale to brand management at Procter & Gamble and Pepsi (working on Sunny Delight, Hawaiian Punch, and Mountain Dew), to opening award-winning bars and restaurants in New York, and finally coming full circle to launch a beverage brand rooted in his St. Vincent heritage.The conversation reveals the unglamorous reality of founder fundraising—from navigating friends and family rounds with a 10x wealth gap, to crowdfunding on StartEngine, to winning $100K from Pharrell Williams' Black Ambition prize. Karl candidly discusses why raising growth capital while simultaneously building credit is essential for beverage brands, the challenge of minimum production runs ($100K+ for 5,000 cases), and why being "over-accelerated" through grant programs is often the only path for underrepresented founders to reach institutional investors.Throughout the episode, listeners gain practical insights on forecasting and budgeting to avoid running out of runway, building retail velocity before scaling breadth, and why Whole Foods investing in Uncle Waithley's validates both the product and the cultural moment for Caribbean flavors. Whether you're navigating early-stage capital constraints, building a culturally rooted brand, or trying to break into the non-alcoholic beverage space, this conversation offers honest lessons on sustainable growth and strategic fundraising.Listen in as they discuss:Karl's journey: from P&G and Pepsi brand management to award-winning NYC bars to beverage founderUncle Waithley's origin story: family recipes, cultural authenticity, and Caribbean flavor innovationThe two-pathway fundraising reality: growth capital AND credit/inventory financingWhy friends and family fundraising has a 10x wealth gap for Black foundersCrowdfunding on StartEngine: creating brand ambassadors and controlling your valuationWinning $100K from Pharrell Williams' Black Ambition prize and the accelerator routeProduction minimums in beverage: why co-packers want $100K+ runs from day oneHow Whole Foods became an investor and the validation that brings to emerging brandsBuilding on-premise distribution: why bartenders and mixologists matter for velocityThe NA/alcohol replacement opportunity: 27% YOY growth and $800M+ marketForecasting, budgeting, and capital allocation: avoiding the "ran out of money" storyBuilding depth over breadth: creating a replicable velocity playbook before scalingUNFI Up Next and Whole Foods LEAP programs: prioritizing opportunities with sustainable valueEpisode Links:Website: https://www.unclewaithleys.com/ Personal LinkedIn: https://www.linkedin.com/in/karl-franz-williams-2182aa/ Company LinkedIn: https://www.linkedin.com/company/uncle-waithleys-beverage-company/ 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.comShow 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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Caitlin Bricker sits down with Erica Groussman, founder of Trubar—a vegan protein bar brand in nearly 25,000 retail locations doing close to $100 million in gross revenue. Erica shares her journey from going door-to-door with laminated signs and brown boxes to building a brand focused on what women actually want: high protein and fiber without sugar alcohols or seed oils, all wrapped in decadent dessert flavors.The conversation reveals how Erica built Trubar by wearing every hat—from negotiating ingredient contracts with zero background to hand-repacking four-count boxes for hours to fulfill big orders. She discusses her retail strategy (or lack thereof in the early days), the importance of reformulating to remove seed oils and add fiber, and why not taking yourself too seriously while staying in the day-to-day operations has been key to her success. Erica also shares insights on launching Trubar Kids nationwide, partnering with Universal for a Wicked collaboration, and navigating the challenges of being a female founder in a male-dominated industry.Packed with candid stories about building credibility through transparency with vendors, leveraging LinkedIn to break into Whole Foods, and maintaining levity while scaling to Target and Costco, this conversation is essential for founders learning to balance authenticity with ambition, female entrepreneurs navigating industry dynamics, and anyone building a better-for-you CPG brand.Listen in as they share about:Trubar's origin story: door-to-door sales with brown boxes and laminated signsBuilding a protein bar specifically designed for what women wantReformulating to remove seed oils and increase fiber contentHand-repacking orders and wearing every operational hat as a founderBreaking into Whole Foods through persistent LinkedIn outreachLaunching Trubar Kids nationwide in Sprouts and Hy-VeeThe Universal/Wicked collaboration and getting into Target with shippersBeing strong but feminine: advice for female founders in male-dominated spacesTransparency with vendors and why honesty builds long-term credibilityNot taking yourself too seriously while building something massiveEpisode Links:Website: https://www.trubarinc.com/ LinkedIn: https://www.linkedin.com/in/eaweiss121/ Company LinkedIn: https://www.linkedin.com/company/trubar/ Instagram: https://www.instagram.com/trubar.brands/ 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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff moderates a friendly debate between two ecommerce experts: Rugved Nakadi from Daybreak Agency (Amazon specialists) and Kevin Gawronski from Gawronski Media (DTC paid media). The conversation explores the critical question every emerging brand faces: should you prioritize building your own Shopify website or launching on Amazon first—and what are the real trade-offs of each channel?The discussion reveals how both platforms offer distinct advantages depending on your brand stage, category demand, and resources. Rugved explains why Amazon's high-intent search traffic and fast path to market validation make it ideal for emerging brands testing product-market fit, while Kevin champions the long-term value of owning customer data, building lifetime relationships, and maintaining full control over your brand experience on DTC. Through real examples and honest admissions about each platform's limitations, both experts break down the economics, customer acquisition strategies, and operational realities of scaling on Amazon versus Shopify.Throughout the episode, listeners gain practical frameworks for evaluating which channel to prioritize first, understanding CAC/LTV economics, navigating platform fees and fulfillment costs, and building sustainable growth strategies. Whether you're pre-launch or scaling across multiple channels, this conversation offers clarity on leveraging both platforms strategically while avoiding costly mistakes like chasing every trend or stretching resources too thin.We are proud partners of both Daybreak Agency and Gawrsonki Media. You can contact them and get access to our negotiated ratesDaybreak Agency: Email startupcpg@daybreak.agency and mention you heard about them through the podcastGawronski Media: https://gawronskimedia.com/contact-us/Listen in as they discuss:DTC vs. Amazon: control and customer ownership vs. speed to market and validationWhy emerging brands often find faster wins on Amazon (and when DTC makes more sense)The economics breakdown: referral fees, FBA costs, CAC, LTV, and conversion ratesHow Amazon's purchase-intent search reduces risk for new product launchesBuilding customer relationships: email lists and first-party data vs. Subscribe & SaveThe review challenge: getting to 30-50 reviews on Amazon vs. social proof on DTCPlatform risks: copycats, algorithm changes, and operational nightmares on both sidesWhy AI is transforming DTC creative production and operational efficiencyStrategic use of both channels: when customers check Amazon after seeing DTC adsFundamental success factors: great branding, solving real problems, and staying focusedEpisode LinksDaybreak Agency (Amazon) Website: https://www.daybreakagency.com LinkedIn: https://www.linkedin.com/company/daybreak-agencyGawronski Media (DTC Paid Media) Website: https://www.gawronskimedia.com LinkedIn: https://www.linkedin.com/company/gawronski-mediaDon'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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Jaxon Stuart, Investor at Spacestation Investments, to explore a unique intersection of venture capital, influencer marketing, and creator-led brands. The conversation reveals how Spacestation evolved from a corporate angel arm founded by a top YouTuber into a full-fledged investment fund—and why their model of strategic SPVs combined with committed capital makes them stand out in the consumer investing landscape.Jaxon shares how Spacestation approaches investing through their "three Ps" framework: people, product, and progress. He discusses the transition from deal-by-deal SPVs to their newly launched venture fund, what momentum really means when evaluating early-stage brands, and why building authentic relationships with founders matters more than checking boxes. Drawing from portfolio successes like Magic Spoon, Graza, Olipop, and Oura Ring, Jaxson reveals what separates compelling investment opportunities and how Spacestation's creator network adds differentiated value beyond capital.Throughout the episode, listeners gain practical insights on investor-founder dynamics, when to start fundraising, and why every founder should write a comprehensive deal memo on their business. Whether you're pre-seed or scaling to Series A, this conversation offers actionable strategies for building fundable brands while leveraging modern marketing channels and maintaining operational excellence through AI and lean operations.Listen in as they discuss:Spacestation's origin story: from YouTuber-founded angel arm to venture fundThe Magic Spoon bowl and spoon origin story and early value-add investingSPVs vs. committed capital funds: structure, flexibility, and founder implicationsThe "three Ps" framework: people, product, and progress in diligenceWhy momentum across multiple metrics matters more than single data pointsBuilding 10+ year relationships with founders and the "low bar" of being a good investorHow Spacestation curates strategic SPV investors from the creator economyWhy every founder should write a living deal memo on their businessWhen to start fundraising: profitable growth vs. accelerating exit timelinesAI's role in operational efficiency and reducing headcount needsThe importance of being value-additive before asking for VC jobsEpisode Links:Website: https://www.spacestationinvestments.com Personal LinkedIn: https://www.linkedin.com/in/jaxonstuart/ Company LinkedIn: https://www.linkedin.com/company/space-station-investments/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.comShow 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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Caitlin Bricker is joined by Linda Xu, founder of Huā Wellness—a wellness brand dedicated to stress relief through natural, clinically backed ingredients. Linda shares her journey from a demanding career in health tech to launching Huā Wellness, driven by a deeply personal experience with burnout and a passion for holistic health.They dive into the science behind key ingredients like ashwagandha, L-theanine, holy basil, and cacao seed, as well as the mental and physical impact of chronic stress. Linda also opens up about her own experience with burnout, navigating life as a solopreneur, and her mission to reconnect people with nature—even in an urban setting. They also discuss the gender stress gap, building brand community, and Huā Wellness’ commitment to promoting green spaces.Whether you're an aspiring founder, wellness enthusiast, or just someone who needs a little help managing stress, this episode offers insight, inspiration, and practical tips.Tune in to learn more about the science behind Hua Wellness and the entrepreneurial vision driving its growth.Listen in as they share about:Founding & Mission of Huā WellnessProducts & IngredientsUrban Wellness & Connection to NatureBranding and Cultural RootsGender Stress GapEntrepreneurial ExperienceCommunity and Customer EngagementAdvice to Aspiring FoundersEpisode Links:Website: https://huawellness.com/LinkedIn: https://www.linkedin.com/in/lindamxu/ 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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Kent Yoshimura, co-founder and CEO of Neuro Gum, to explore how a rejected Shark Tank pitch turned into a nine-figure functional supplement brand pioneering the chewable energy category. Kent shares the journey of scaling Neuro from $3 million to over $100 million in revenue while competing against legacy giants like Mars Wrigley in one of CPG's most competitive spaces: the checkout lane.The conversation reveals how Neuro built direct-to-consumer dominance through TikTok virality, organic influencer partnerships (including Joe Rogan's 40+ mentions), and strategic collaborations with F1 drivers, DJs, and professional athletes. Kent explains the science behind cold-compressed gum, why microdosing caffeine works better than traditional energy products, and how thoughtful brand building and operational excellence drove exponential growth.Throughout the episode, listeners gain actionable insights on e-commerce fundamentals, new customer acquisition strategies, and how to build brand equity beyond paid advertising. Kent shares candid lessons on breaking into retail, navigating checkout space negotiations, and why staying humble while hiring experienced operators accelerates sustainable growth.Listen in as they discuss:How Neuro Gum scaled from $3M to 9 figures after Shark Tank rejectionThe science of chewable energy and why format innovation mattersNeuro's surprising consumer demographics and why older buyers convertE-commerce fundamentals: LTV/CAC optimization and customer acquisition strategyBuilding brand equity through organic partnerships over paid adsJoe Rogan's repeated endorsements and the power of strategic product seedingPartnership strategy: leveraging athletes and creators for credibilityBreaking into retail: competing for checkout space against Mars WrigleySupplement trends: established ingredients over novel compoundsScaling to $100M: staying humble and hiring people smarter than yourselfEpisode LinksWebsite: https://neurogum.com/ Instagram: https://www.instagram.com/kentaro/  LinkedIn: https://www.linkedin.com/in/kentyoshimura/ 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 (30K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Alex Malamatinas, founder and managing partner of Melitas Ventures, to explore the realities of early-stage consumer brand investing. The conversation dives deep into what investors actually look for in CPG founders, how to navigate the fundraising process, and why understanding your financials—especially the difference between gross margin and contribution margin—can make or break your capital efficiency.Alex shares how Melitas Ventures approaches seed and Series A investments with a focus on authentic better-for-you brands, product-market fit, and strong unit economics. He discusses the importance of choosing the right investor partners, what due diligence really looks like, and how founders can position themselves for success before they even start raising capital. Drawing from portfolio successes like Olipop and Magic Spoon, Alex reveals what separates compelling investment opportunities from the rest.Throughout the episode, listeners gain insider perspective on investor-founder dynamics, the signs of a strong partnership, and practical benchmarks for margin profiles across food, beverage, beauty, and supplements. Whether you're pre-revenue or scaling to Series A, this conversation offers clarity on what matters most when building a fundable, sustainable CPG brand.Listen in as they discuss:How Melitas Ventures evaluates early-stage CPG brands (seed to Series A)The difference between gross margin and contribution margin—and why it mattersWhat investors look for in founding teams and co-founder dynamicsRed flags and green flags during the due diligence processHow to choose the right investment partner for your business stageRevenue traction benchmarks: what $1-10M in sales should look likeThe importance of sales velocity and retention metrics in early tractionWhen bold vision meets financial discipline: balancing growth and profitabilityHow to communicate your numbers effectively in investor pitchesWhy focus and staying in your lane beats trying to do too much too soonEmerging categories Alex is excited about: hair care, fragrance, and multicultural food brandsEpisode Links:Website: https://www.melitasventures.com/ Personal LinkedIn: https://www.linkedin.com/in/alex-malamatinas-17a25124/Company LinkedIn: https://www.linkedin.com/company/melitasventures/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.comShow 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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Lucy Dana, founder of One Trick Pony, the peanut butter brand revolutionizing a pantry staple with innovative packaging. Lucy shares her journey from tech and coffee operations to launching a two-ingredient peanut butter made with Argentinian peanuts, offering practical insights on product development, retail growth, and the power of solving real customer problems.Together, they discuss Lucy's pivot from standard jars to groundbreaking upside-down packaging that eliminates oil separation, the importance of listening to customer feedback, and how viral social media success (6 million combined views!) led to inbound retailer interest. Lucy also reflects on her experience at Uber and Blue Bottle Coffee, the challenges of being a solo founder managing everything from co-manufacturer searches to suitcase mishaps, and why focusing on mass appeal over artisanal positioning opened doors to club retailers and conventional channels.Packed with candid stories about operational headaches, packaging innovation, and the reality of scaling from natural to mass retail, this conversation is essential listening for founders navigating product-market fit, anyone passionate about differentiation in crowded categories, and those learning to balance lean operations with growth ambitions.Tune in now to learn how solving a simple but annoying problem can transform your business trajectory and create authentic retailer demand.Listen in as they share about:One Trick Pony's Origin Story & Argentinian PeanutsThe Upside-Down Jar Innovation & Development ProcessSolving Customer Pain Points vs. Being Just a "Cute Brand"Viral Social Media Success & Inbound Retailer InterestTransitioning from Natural to Mass & Club RetailOperations Background at Uber & Blue Bottle CoffeeSolo Founder Realities & Fractional Team StrategyE-Commerce vs. Retail Balance & Growth PlansMessaging Evolution & Product DifferentiationDream Collaborations & What's NextEpisode LinksWebsite:https://onetrickponynuts.com/?srsltid=AfmBOor3bLIUGMRSEz-K6RuqGpZpLu3Re4-zI4piEslHpZokf5jOjhVwInstagram: https://www.instagram.com/onetrickponynuts/ LinkedIn: https://www.linkedin.com/in/lucy-dana-72531658Don'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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff takes listeners inside the UNFI Selling Shows, highlighting how Startup CPG’s first-ever Innovation Sections are expanding access, visibility, and retail opportunities for emerging CPG brands. Daniel is joined by Ashley Waldman of Jubilee’s and Damiano Messineo of Loopini Pizza, two founders who used the shows to unlock meaningful distribution growth and build high-value relationships with UNFI buyers and key retailers.The conversation explores why UNFI Selling Shows remain one of the most influential events in natural grocery and how strategic preparation, targeted DC planning, and authentic founder representation helped Ashley and Damiano achieve breakthrough results. Listeners will learn how to approach selling shows with intention—leveraging focused pitching, sharp positioning, and strong operational readiness to convert short buyer interactions into long-term momentum.Listen in as they discuss:How Startup CPG’s Innovation Sections elevate early-stage brands at UNFI Selling ShowsWhy UNFI events deliver exceptional ROI for emerging consumer brandsHow Jubilee’s turned show-floor conversations into major new distribution opportunitiesHow Loopini Pizza secured a key retailer relationship and Up Next program recognitionThe importance of entering shows with a clear DC and retailer strategyHow founder presence and authenticity increase buyer engagementWhy disciplined product storytelling drives success in high-stakes environmentsHow operational readiness supports sustainable post-show growthEpisode LinksJubilee’s:Website: https://drinkjubilees.comLinkedIn: https://www.linkedin.com/company/drink-jubilees/Loopini Pizza:Website: https://eatloopini.com/ LinkedIn: https://www.linkedin.com/company/loopini/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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super FantasticsWatch out last podcast on tradeshows: https://share.transistor.fm/s/61e4d91c

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Aaron Garcia at Main Post Partners to explore the world of private equity and how it shapes the future of consumer brands. The conversation dives deep into the dynamics of founder-led businesses, highlighting how thoughtful partnership dynamics and sound financial planning can drive sustainable business growth.Aaron shares how Main Post Partners approaches investment strategies with a long-term mindset—focusing on operational excellence, strong leadership, and alignment with each founder’s vision. He discusses how profitability serves as a foundation for flexibility in exit strategies and liquidity events, and why timing and transparency are key to successful capital raises.Throughout the episode, listeners hear how later-stage lessons can inform early-stage planning - offering founders clearer foresight, stronger strategic foundations, and a more intentional path to scale.Listen in as they discuss:How Main Post Partners supports founder-owned businessesWhy investment is a partnership, not just a transactionThe importance of profitability before raising capitalWhen and how to raise money strategicallyPlanning for leadership transitions and exit strategiesThe link between operational excellence and higher marginsHow diligence and strong leadership drive sustainable successEpisode Links:Website: http://mainpostpartners.comPersonal LinkedIn: https://www.linkedin.com/in/aaron-garcia-2a08491a/Company LinkedIn: https://www.linkedin.com/company/mainpostpartners/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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Tabi and Meena Hoshmand, co-founders of Tursh, a bold, Afghan-inspired green chutney born from a treasured family recipe. The sisters share their journey from idea to shelf, discussing the cultural significance behind the word Tursh, the influence of their mother’s cooking, and their vision to bring Afghan flavors to a broader audience.With backgrounds in marketing and medicine, and operating from opposite coasts, Tabi and Meena offer insight into the realities of building a bootstrapped food brand from scratch. They reflect on product development, branding, and community engagement, as well as the emotional process of reconnecting with their heritage through entrepreneurship.Tune in now!Listen in as they share about:Introduction to TurshFlavor Profile & VersatilityFounders’ BackgroundsBusiness DynamicsCultural Reconnection & StorytellingFunding and BootstrappingGrowth Strategy & Retail PresenceCommunity & Social Media EngagementEpisode Links:Website: Instagram: https://www.instagram.com/gettursh/ LinkedIn: https://www.linkedin.com/in/tabihoshmand/ 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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff sits down with Brooke Gil, Category Merchant for Pastas, Pasta Sauces, Oils, and Vinegars at Whole Foods Market. Brooke shares her career journey from fashion retail to leading some of the most dynamic grocery categories in the natural products space.Together, they discuss the latest industry trends — including the growing popularity of extra virgin olive oil, the rise of functional vinegars, the “tallow takeover,” and the emerging concept of “kitchen couture.” Brooke also provides valuable insight into what makes a successful brand partnership with Whole Foods, how she evaluates product performance, and why packaging clarity and brand storytelling are essential for shelf success.You will gain a deeper understanding of how Whole Foods approaches category management, brand collaboration, and evolving consumer preferences — offering practical takeaways for both emerging and established CPG brands.Listen now to learn from one of Whole Foods Market’s category leaders and discover how to position your brand for long-term growth.Listen in as they share about:Brooke Gil’s Background and RoleTravel and Global Culinary InfluencesCategory-by-Category Trends- Oils- Pastas- Vinegars- Pasta Sauces“Kitchen Couture” & “Tallow Takeover” TrendPackaging and Branding InsightsBrand Partnership and Performance ExpectationsInventory and Supply Chain ManagementWhole Foods Quality and Ingredient StandardsMerchandising, Analytics, and Promo StrategySupport for Local and Regional BrandsEpisode Links:Website: https://media.wholefoodsmarket.com/ LinkedIn: https://www.linkedin.com/in/brooke-gil-88125895/ 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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics