The Startup CPG Podcast

In this Founder Feature, host Caitlin Bricker sits down with Darin Alpert, founder of Gheelish, a snack brand built around ghee, the clarified butter, as its star ingredient, for the story of how a cold email to Sprouts turned a kitchen popcorn recipe into a nationwide launch.Darin co-created Find Me Gluten Free about 12 years ago, an app that now has roughly 3 million users, and spent 15 years selling enterprise software to companies like Caterpillar, IBM, T-Mobile, and Costco before building a CPG brand of his own. With severe gluten and lactose intolerances, he struggled to find snacks free of seed oils, and a single SKU of ghee popcorn, discovered while his wife was pregnant, sparked the idea of building a whole platform around ghee.Caitlin and Darin dig into how Gheelish went from a kitchen to Sprouts nationwide in 2024, why second-time founders often focus on distribution before product, how ghee compares with tallow, what makes the brand’s air-popped popcorn lower in calories and fat than leading brands, and the sales-training science behind the cold outreach message that earned Darin a spot on the show.Listen in as they discuss:How his wife’s pregnancy and a single ghee popcorn SKU sparked the idea to build a snack platform around gheeWhat ghee actually is, and why its butyric acid has earned a reputation for gut-friendly benefitsHow Gheelish’s air-popped approach delivers about 30% fewer calories and nearly 60% less fat than leading popcorn brandsWhy second-time founders tend to focus on distribution before productHow a cold email to the Sprouts forager team and hand-labeled Sharpie bags led to a nationwide launchGrowth from roughly $300K in 2024 to about $2M in wholesale sales in 2025, with no D2C or AmazonThe protein cookie launching at Sprouts nationwide in December, and why Darin wishes he had launched cookies firstHow ghee and tallow compare, and why Darin calls ghee the “cousin” of the tallow movementThe science behind outbound messaging: lead with the lead, keep it short, and have a reason to existHow Startup CPG connected Darin with Grassroots Marketing for in-store sampling at SproutsWant 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:Darin Alpert LinkedIn: www.linkedin.com/in/darinalpertGheelish LinkedIn: www.linkedin.com/company/gheelishGheelish Website: www.gheelish.comGheelish Instagram: @eatgheelishDon’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 @startupcpgVisit host Caitlin’s LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics Click here: http://marketplace.walmart.com/scpg

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 dataWhy every top time slot falls between Friday and Monday, and when midweek demos still make senseWhich regions perform best for in-person sampling, and why dense metros winWhere to focus Sprouts demos, from Arizona and the Southwest to a standout San Diego-area clusterWhy Arizona and Florida stand out for Whole Foods, and why Orlando tops the store rankingsHow Erewhon’s top stores, led by Calabasas, differ from the iconic locations most brands expectWhy Central Market’s Austin stores are among the best places in the country to sampleHow dollars sold per demo compare across chains, and why Erewhon trades revenue for engagementWhy paper coupons, table runners, and simple demo kits convert better than most brands expectHow to craft a five-second pitch, handle skeptical shoppers, and turn store employees into advocatesGrassroots 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/3FOybIPWant 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/3FOybIPDon’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 @startupcpgVisit host Daniel’s LinkedIn: https://www.linkedin.com/in/danscharff/Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics

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 oilHow extra virgin and refined olive oil differ, and why oxidation and purity markers matterWhat "seed oil" means to chemists versus how the term is used in consumer marketingWhy avocado oil has become a popular seed oil alternative despite costing roughly three times as muchHow UC Davis' three avocado oil studies expanded from bottled brands to private labels to finished productsHow oil is extracted from chips, mayonnaise, and dressings so it can be testedHow fatty acid and sterol fingerprints reveal substitution with high oleic sunflower or safflower oilWhy testing fatty acids alone can miss a carefully blended oilWhy relying solely on a supplier's certificate of analysis can leave brands exposedDr. Wang's practical advice for brands: test fatty acids and sterols, and treat suspiciously low prices as a red flagWant 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/selinawangphdDr. Selina Wang Instagram: @profselinawangUC Food Quality Lab Website: www.ucfoodquality.ucdavis.eduUniversity of California, Davis LinkedIn: www.linkedin.com/school/uc-davis Contact Dr. Wang directly: [email protected] 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 @startupcpgVisit host Adam's LinkedInQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

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 PopchipsThe grocery store moment with his kids that sparked the idea for FaveWhy he spent nearly two years self-funding R&D before ever asking for outside capitalHow Popchips founder Keith Belling turned into his first investor and advisorHow early retailer feedback from Target shaped Fave's formulation before fundraising even beganThe pre-seed round born from a happy hour conversation at Expo West with Angel GroupHow retailer validation (Thrive Market, QVC, Sprouts) built the case for a full seed roundThe key differences between pitching investors and pitching retail buyers, and where they overlapRyan's advice on building investor relationships well before you actually need the capitalEpisode Links:Ryan Raish LinkedIn: www.linkedin.com/in/ryanraishFave LinkedIn: www.linkedin.com/company/108173111Fave Website: favemixes.comFave Instagram: @favemixesContact Ryan directly: [email protected] 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 @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

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 BagelverseWhy he built the brand entirely through in-person pop-ups and farmer's markets before ever touching CPGThe surprising complexity behind a "simple" pizza bagel, and why it requires two separate co-packersWhy he intentionally delayed finding a co-packer until he knew the brand had real tractionWhat Jacob learned about follow-up and note-taking after having one of the busiest booths at Summer Fancy FoodWhy big retailers plan shelf resets up to a year in advance, and how that timeline actually works in a founder's favorWhy staying in touch with retailers and buyers without always having an ask builds real, lasting relationshipsWhy Jacob believes packaging is the single most important investment an emerging brand can makeHow Bagelverse is being intentional about which retailers to pursue first, rather than chasing every opportunityWhere to find Bagelverse today, from NYC pop-ups to the brand's farmer's market side project, Little BagelWant 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-guyBagelverse LinkedIn: www.linkedin.com/company/thebagelverse/homeBagelverse Website: www.thebagelverse.comBagelverse Instagram: @pizzabagel.nycDon'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 @startupcpgVisit host Caitlin's LinkedIn: https://www.linkedin.com/in/caitlinbricker/Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics