The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Brian Bernstein, investor at Rich Products Ventures, to explore what corporate venture capital looks like in practice—and why it might be the strategic partner early-stage food brands didn't know they needed. The conversation dives deep into evaluating product-market fit, understanding the metrics that actually matter (velocity over door count, margin bridges, the "Toledo test"), and why venture capital isn't the right fit for every founder.Brian shares his unconventional path from investment banking at Bank of America (working on the Yeti IPO) to Blue Apron during its rise and fall, to MBA at Wharton, to Restaurant Brands International (Burger King, Popeyes, Tim Hortons), and eventually landing at Rich Products Ventures. He discusses how Rich Products—a $6 billion, 80-year-old, family-owned frozen food manufacturer—operates its corporate venture fund with a hybrid approach: 60-70% financial investor, 30-40% strategic partner. Drawing from recent investments like Evergreen (frozen better-for-you waffles), Ripple (pea milk), and Delicious (frozen novelty bites), Brian reveals what separates compelling opportunities from brands that aren't ready for institutional capital.Throughout the episode, listeners gain insider perspective on corporate venture versus traditional VC, the diligence process Rich Products Ventures runs (100% of what a financial investor does, plus strategic support), and why information walls, no right of first refusal clauses, and evergreen fund structures make corporate venture an asset—not a burden. Brian emphasizes his conviction drivers: founder-market fit, velocity in natural crossing into conventional, margin bridges with clear paths to profitability, and the "Toledo test" (if it won't sell in Toledo, Ohio, it's not a scalable brand). He also shares why venture money isn't right for every brand, how to think about exit timelines (7-10 years on average), and why founders should hire only when it's painful.Whether you're evaluating corporate venture investors, preparing for diligence, or wondering if venture capital is the right path for your business, this conversation offers clarity on what early-stage food investors care about most when backing mission-driven founders building real, durable businesses.Listen in as they discuss:Brian's path: investment banking (Yeti IPO) → Blue Apron's rise and fall → Wharton MBA → RBI → Rich Products VenturesRich Products background: $6 billion revenue, 80 years old, family-owned frozen food manufacturerCorporate venture thesis: pre-farm to post-fork, $100K-$3M checks, seed to Series C stageHow corporate venture differs from traditional VC: hybrid 60-70% financial, 30-40% strategicWhy corporate venture can be an asset, not a burden: information walls, no RFR clauses, evergreen fund structureWhat makes a compelling investment: founder-market fit, velocity crossing into conventional, margin bridges, platform potentialCase studies: Evergreen (frozen waffles going after Eggo), Ripple (pea milk at scale), Delicious (frozen novelty bites)The "Toledo test": if it won't sell in Toledo, Ohio, it's not a scalable brandWhy velocity matters more than door count: depth over breadth, turns per store per SKU per weekEvaluating margins: contribution margin bridges, clear paths from 15% to 30%, initiatives in placeWhy venture capital isn't the right fit for every brand: lifestyle businesses vs. $100M disruptorsExit pathways: strategics (7-10 years, $75M+ revenue), private equity (cash flow focused), IPOs (decade+, billion-dollar brands)Advice for founders: solve a real consumer pain point, start scrappy, hire when it's painful, be ready for pivotsHow to prepare for diligence: deck, model, pipeline, margin bridge, velocity benchmarks, category contextAdvice for operators transitioning to investing: network building, warm intros, develop your thesisEpisode Links:Rich Products Ventures LinkedIn: https://www.linkedin.com/company/rich-product-ventures/?viewAsMember=trueBrian Bernstein — Investor, Rich Products Ventures LinkedIn: https://www.linkedin.com/in/brianbernstein Website: richproductsventures.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 (35K+ 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, host Caitlin Bricker sits down with Chef V (Vasisht Ramasubramanian), founder of Alchemy of Food—a sauce brand built on the principle that "real ingredients make real magic." After losing his sense of taste and smell from COVID-19 as a professional chef, Chef V took a sabbatical from the restaurant world and rediscovered his palate through clean eating. That devastating experience led to the creation of Alchemy of Food, a line of sauces made with real ingredients, no ultra-processed junk, and no ingredients you can't pronounce.Chef V shares his journey from attending the Culinary Institute of America (which he calls "the Hogwarts of cooking schools") to opening restaurants around the world for well-known chefs, to winding down his restaurant career after COVID and launching a CPG brand. The conversation explores the moment he realized he couldn't smell cinnamon and cardamom in his rice, how honey from a local beekeeper became the foundation for his first sauces, and why he sold at five farmers markets a week in summer 2025 to validate product-market fit before scaling.Throughout the episode, Chef V discusses the transition from buying 5 pounds of honey for a restaurant to sourcing 55,000 pounds for CPG production, why he's a trendsetter (not a trend follower) who champions local ingredients like Tennessee honey and Carolina spices over imported truffles, and how his chipotle maple sauce became a crowd favorite with its time-release mechanism (sweet first, smoky second, heat third). He also shares his experience as a Shelfie Awards finalist, getting selected for Sprouts' innovation set, and what it's like to see his products on shelves next to industry giants like Yellowbird and Momofuku.Whether you're a chef-turned-founder navigating the science of CPG (pH levels, refractor readings, specific density), sourcing local ingredients to build a differentiated product, or building a self-funded brand while navigating the immigrant founder experience, this conversation offers honest lessons on transferring restaurant principles to CPG, staying true to your ingredient philosophy, and finding community in an industry that celebrates diverse flavors.Listen in as they discuss:Chef V's background: Culinary Institute of America, opening restaurants worldwide, and the devastating moment he lost his sense of taste and smell from COVIDWhat it's like to fake tasting food as a chef when you can't smell cinnamon or taste cardamom—and the fear it might never come backHow a local Tennessee beekeeper's surplus crystallized honey became the foundation for Alchemy of FoodSelling at five farmers markets a week in summer 2025 to validate product-market fit before scalingThe transition from restaurant to CPG: buying 5 pounds vs. 55,000 pounds of honey, and the science of pH levels, refractor readings, and co-packer partnershipsWhy honey and maple syrup over other sweeteners: being a trendsetter (not a trend follower) with local ingredients like Tennessee honey and Carolina spicesChipotle maple sauce's time-release mechanism: sweet first, smoky second, heat third—and becoming a Shelfie Awards finalistGetting selected for Sprouts' innovation set and the distributor onboarding process that "brokered world peace and almost found the cure for cancer"Favorite pairings: bacon-wrapped dates with chipotle maple, hot honey on pizza and ice cream, salsa verde on everythingNavigating the immigrant founder experience: celebrating diversity, expanding palates, and why we need more flavors from diverse backgroundsEpisode Links:Website: https://www.theflavorsmith.comAlchemy of Food LinkedIn: https://www.linkedin.com/company/the-flavorsmith/Chef V. LinkedIn: https://www.linkedin.com/in/vasisht-r-1814b69/ Available at: Sprouts (Innovation Set), Amazon, UNFI WholesaleDon'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 @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 Leana Salamah from the Specialty Food Association, John Lane from The Raley's Companies, and Marc Brown, founder of ONOIN—to recap the Winter FancyFaire* 2026 in San Diego. After 18 months of planning, the SFA brought together 10,000 attendees and over 1,000 brands for three days of 70-degree sunshine, meaningful buyer-brand connections, and a reimagined trade show experience that integrated San Diego's culinary scene into every corner of the event.Leana shares how the show evolved from a traditional trade show format into something that felt fresh, innovative, and community-driven—featuring restaurant takeovers, neighborhood activations, and a show floor designed to create a journey through specialty food trends. John discusses why he made the trek from Northern California to scout innovation for Raley's Get Curious initiative, what trends he's tracking for the back half of 2026 (hello, sense maxing and Protein 2.0), and how 20-30 brands from the show will land on Raley's shelves in the next 7-8 months. Marc pulls back the curtain on what it's really like to exhibit as an emerging brand—from missing the first hour because of a wedding in New York to getting swarmed by buyers the moment he arrived, to landing tangible retailer acceptances and building a pipeline for the next 6-12 months.Throughout the episode, the group discusses the magic of the Startup CPG section (and why brands fight to get in), the importance of a 60-70% buyer-to-brand ratio, why Fancy shows offer the perfect middle ground between distributor deal-making and Expo's overwhelming scale, and how to use trade shows strategically across the year. They also preview what's coming for Summer Fancy Food in New York City (June 28-30)—and why you should book your hotel NOW because of the World Cup.Whether you're deciding which trade shows to invest in, looking to understand what buyers are really seeking at events, or wondering how to maximize ROI from your booth investment, this conversation offers honest reflections on what makes a trade show worth it—and why Winter Fancy Fair 2026 set a new standard.Listen in as they discuss:Winter FancyFaire* 2026 recap: San Diego, 10,000 attendees, 1,030 brands, and 70-degree sunshineHow SFA reimagined the trade show experience with city activations, restaurant takeovers, and culinary integrationsThe "sense maxing" trend of 2026: multi-sensory flavor experiences as pushback against AIWhy Raley's came to scout innovation: planning the back half of 2026 and spotting trends 6-7 months earlyJohn Lane's trend predictions: Protein 2.0 (protein + fiber + benefits) and ready-to-drink broths making a comebackThe Startup CPG section advantage: curated brands, high buyer traffic, and a family atmosphereMarc Brown's first-timer experience: missing the first hour, getting swarmed by TJ Maxx and Whole Foods, and landing retailer acceptancesWhy the 60-70% buyer-to-brand ratio matters—and how it creates better conversationsThe "How Do Retailers Spot Innovation" panel: standing room only with buyers from Raley's, Thrive, Whole Foods, and CVSHow 20-30 brands from Winter Fancy Fair will land on Raley's shelves in the next 7-8 monthsUsing trade shows strategically: distributor shows for deals, Expo for scale, Fancy for meaningful buyer relationshipsBuilding friendships booth-to-booth: why CPG is a team sport and your booth neighbor is your future resourceThe value of expert one-on-ones at Fancy: free sessions with buyers like CVS's Lauren CastroSummer Fancy Food preview: June 28-30 in NYC—book hotels NOW because of the World CupWhy going slow, building relationships, and playing the long game wins at trade showsEpisode Links:ONOIN: https://eatonoin.com/ Marc Brown LinkedIn: linkedin.com/in/marc-brown-41500546/?skipRedirect=true John Lane LinkedIn: https://www.linkedin.com/in/johnlane-raleys/ Raley's Get Curious: https://www.raleys.com Leana Salamah LinkedIn: https://www.linkedin.com/in/leanasalamah/ Specialty Food Association: https://www.specialtyfood.com Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Hayden Williams, Partner at BrandProject, to explore what pre-launch investors look for in consumer brands—before there's even a product name or revenue. The conversation unpacks the Wonderbelly acquisition by P&G, revealing what drives conviction at the idea stage and how authentic brand building in overlooked categories can lead to strategic exits.Hayden shares how BrandProject approaches pre-launch investing with 1-3M checks, often becoming the first money in before founders have finalized their company name. He breaks down the Wonderbelly case study: how two brothers reimagining gut health with clean-label antacids went from "Ginger Health" and "Aunt Acid" to a P&G acquisition in just over four years. Drawing from this portfolio success, Hayden reveals the three pillars of pre-launch conviction—founder-market fit, compelling problem-solution, and timely category opportunity—and explains why bringing humor and levity to unsexy, stigmatized categories creates authentic consumer trust that strategics can't easily replicate.Throughout the episode, listeners gain practical insights on crafting pre-launch fundraising narratives, understanding what "right time to build" actually means, and why explicit customer personas drive everything from packaging to retail execution. Hayden discusses the investor-founder working relationship post-check, why fundraising remains challenging even with strong traction, and what makes brands attractive acquisition targets beyond distribution. Whether you're raising pre-launch, building in an overlooked category, or curious how early investors evaluate ideas before traction exists, this conversation offers a transparent look at pre-revenue investing and strategic exits.Listen in as they discuss:How BrandProject invests pre-launch with 1-3M checks before product names existThe Wonderbelly story: from idea stage to P&G acquisition in 4+ yearsThree pillars of pre-launch conviction: founder-market fit, problem-solution, category timingWhy Lucas's personal digestive health struggles created authentic founder-market fitIdentifying ripe categories: gut health aisle frozen in time with 100-year-old brandsPre-launch diligence focus: evaluating team and market without product or revenueThe importance of explicit customer personas in driving packaging and retail strategyDTC launch validation and the transition to retail with exclusive Target launchPost-investment working relationship: monthly calls and perspective sharingWhy fundraising remained challenging despite hitting successive milestonesConsumer psychology and brand world-building: choosing fun over traditional positioningWhat strategics look for: authentic consumer trust and master brand potentialThe value of levity and humor in destigmatizing unsexy categoriesCritical founder traits: grit, perseverance, and not taking yourself too seriouslyWhat excites Hayden next: clean medicine in overlooked aisles and defensible IPAdvice for aspiring investors: build operating experience and send great deal flowEpisode Links:BrandProject Website: https://www.brandproject.com LinkedIn: https://www.linkedin.com/company/brandproject-lp/ Hayden Williams - Partner, BrandProject LinkedIn: https://www.linkedin.com/in/howillia/ 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 (35K+ 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 You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Kartik Das, founder of Doosra, a modern Indian snack brand bringing a fresh perspective to South Asian flavors. Kartik shares his journey from growing up in Chennai and Singapore to building a food brand in New York that celebrates the rich, diverse snack culture of India. Drawing from his background as a classically trained French chef, he explains how Doosra combines the essence of traditional Indian snacks with unexpected twists—like a subtle touch of sweetness—to create unique, crave-worthy experiences.Throughout the conversation, Kartik reflects on the inspiration behind Doosra’s name, which means “different” or “other,” and how it perfectly captures his approach to doing things his own way. He discusses the brand’s evolution—from humble beginnings at farmers’ markets with handmade packaging to its now-recognizable bright orange design and playful mascot, Ladu. Kartik also opens up about his deliberate decision to grow sustainably, focusing on building strong relationships with retailers, engaging directly with customers through sampling events, and prioritizing quality over rapid expansion.Gain insight into the broader South Asian CPG movement, as Kartik highlights dozens of fellow brands driving awareness and collaboration within the category. He emphasizes the importance of community over competition, thoughtful branding, and authenticity in every aspect of business.Tune in to hear how Doosra is redefining what it means to snack differently—and discover the power of culture, creativity, and connection behind every bite.Listen in as they share about:Founding Doosra and the Brand’s MeaningThe Flavor PhilosophyBrand Identity and Packaging EvolutionSouth Asian Representation in CPGCommunity and Growth StrategyRetail, Partnerships, and Product TestingUpcoming Collaborations and InitiativesLessons for EntrepreneursEpisode Links:Website: https://eatdoosra.com/ LinkedIn:  https://www.linkedin.com/in/daskartik/ 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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, hosts Daniel Scharff and Patricia Menegoto deliver the definitive preview of Expo West 2026, walking through every Startup CPG event and opportunity during the industry's most important week in Anaheim.The conversation covers Monday's Grocery Run with Gelson's 2.0 in Venice (bigger venue after last year's sellout), Tuesday's Kickoff Dinner at the Anaheim White House featuring industry leader dinners alongside main networking with buyers from Ahold and Whole Foods, the curated Startup CPG section with 20 brands and 500+ one-on-one buyer meetings, Wednesday's transformed Alley Rally (now 50 brands sampling in grocery run format with the top brand winning a free 2027 booth), and Thursday's Founders Dinner at Poppy and Seed designed for authentic founder-to-founder connections.Daniel and Patricia emphasize tactical strategies: always bring cold product to events, wear brand swag, apply early for sampling opportunities, and don't be intimidated to come solo. They share Startup CPG's culture of radical welcomeness—team members actively introduce people standing alone, making events feel like "camp reunion" rather than transactional networking. Patricia highlights her favorite section brands (Lupini pizzas, Pisca hot sauce) while Daniel emphasizes that Expo success comes from relationships built, not just immediate sales.Listen in as they discuss:Monday Grocery Run with Gelson's: entire buying team + CEO attending, brands getting distribution on the spotTuesday Kickoff Dinner: 300 attendees, industry leader dinners (ops, sales, e-commerce, finance, foodservice), confirmed retailersStartup CPG section: 20 brands, 500 buyer meetings, 30+ retailers scheduling appointments throughout showHow sampling applications work: retailers pick brands they want to meet, not random selectionAlley Rally evolution: 1,300+ attendees, expanding from 12 to 50 brands sampling, grocery run formatThursday Founders Dinner: intimate evening focused on authentic connections without pitching pressureTactical advice: bring cold product everywhere, wear brand swag, buy tickets early (everything sells out)Why founder life is lonely and meeting others facing same struggles creates lasting support networksEpisode Links:Startup CPG Events: https://startupcpg.com/events Daniel Scharff LinkedIn: https://www.linkedin.com/in/danscharff/Patricia Menegoto LinkedIn: https://www.linkedin.com/in/pmenegoto/Don't forget to leave a five-star review on Apple Podcasts or Spotify. For sponsorship opportunities or to join the 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 Nate Cooper, investor at Barrel Ventures, to explore what early-stage food and beverage investors look for when backing emerging brands. The conversation dives deep into evaluating product-market fit, understanding what drives conviction in early-stage deals, and why founder characteristics matter just as much as metrics when building a fundable CPG brand.Nate shares his unconventional path from multi-generational food industry roots to failed entrepreneur to successful angel investor—landing Olipop as his very first check. He discusses how Barrel Ventures approaches pre-seed to Series A investments with hyper-specialized focus on anything that touches food, from pre-farm to post-fork. Drawing from portfolio wins like Olipop, Gonanas, and Nowadays, Nate reveals what separates compelling opportunities from brands that aren't quite ready—and how founders can position themselves before they start raising capital.Throughout the episode, listeners gain insider perspective on building investor relationships, the founder traits that signal long-term success, and practical advice on metrics that matter: velocity over door count, margin structures relative to category benchmarks, and the power of compounding growth over hypergrowth. Nate emphasizes his litmus test for investment decisions: "Would I work for this person?" He also shares why non-consensus bets often become the biggest winners, how GLP-1s and wearables are reshaping food consumption, and why humility, grit, and team-first language are green flags for early-stage backers.Whether you're building toward your first institutional round or evaluating angel investors, this conversation offers clarity on what early-stage food investors care about most when backing mission-driven founders building real, durable businesses.Listen in as they discuss:Nate's path from multi-generational food family to failed founder to early Olipop investorBarrel Ventures' thesis: pre-seed to Series A, pre-farm to post-fork, $100K-$750K checksWhy velocity matters exponentially more than door count when scaling retailEvaluating margins relative to category benchmarks and line of sight to profitabilityThe "messy middle" of CPG growth: slotting fees, distribution, team building, and inventoryWhy compounding steady growth (3 triples, 2 doubles) beats hypergrowth in CPGThe power of habit formation: products that become ingrained in daily routinesPattern recognition: identifying founder traits that signal resilience and executionNate's investment litmus test: "Would I work for this person?"Why non-consensus bets (Olipop, Nowadays) often become category-defining brandsMarket trends: GLP-1 impact on food vs. alcohol, protein positioning, AI applicationsFounder characteristics that matter: humility, grit, "we" vs. "me" languageHow to prepare for diligence: deck, model, sell sheet, org chart, and radical transparencyWhy showing your warts early builds trust better than hiding themAdvice for operators transitioning to investing: network building and karma-driven connectionsEpisode Links:Barrel VenturesWebsite: http://www.barrelvc.comLinkedIn: https://www.linkedin.com/company/barrel-ventures/about/ Nate Cooper - Investor, Barrel VenturesLinkedIn: https://www.linkedin.com/in/nathan-cooper-2ba9aa19/ 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 (35K+ 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 welcomes Yaniv Simpson, founder of The Conscious Bar, for an inspiring conversation about redefining the chocolate industry through radical transparency and intentionality. Yaniv shares his unique journey from getting banned from a candy store at age five to building a date-sweetened craft chocolate company committed to proving that chocolate isn't candy.Yaniv discusses the inspiration behind The Conscious Bar—a mission to create chocolate that's truly good for you, not just "better for you." He explains how combining two ancient superfoods, cacao and dates, with zero additives creates an indulgent experience that doesn't compromise on health, ethics, or environmental impact. The conversation explores the complexities of sourcing ethical, organic cacao that meets strict Prop 65 standards while maintaining phenomenal flavor profiles.They also delve into The Conscious Bar's commitment to 100% compostable packaging, building transparency into every aspect of the supply chain, and the decision to invest deeply in direct-to-consumer and social media education before scaling to retail. Yaniv reflects on the importance of intentionality in every decision—from nine months sourcing compostable materials to building a full creative agency in-house to educate consumers on why sugar isn't just sugar.You will also hear about The Conscious Bar's community-building approach through educational content, their VIP Circle, and upcoming limited edition SKUs launching in early 2026 as they expand into natural grocery retail.Tune in to learn how The Conscious Bar is challenging decades of cultural programming around chocolate by building trust, transparency, and a brand that refuses to compromise.Listen in as they share about:Origins of The Conscious Bar and Yaniv's Candy Store BanWhy Chocolate Isn't Candy: Redefining the CategorySourcing Ethical Cacao and Compostable PackagingThe Nine-Month Journey to Perfection Before LaunchBuilding a Creative Agency In-House for EducationDirect-to-Consumer Strategy and Community BuildingRetail Expansion Plans for 2026Episode Links:Website: https://theconsciousbar.co/ Instagram: https://www.instagram.com/theconsciousbar.co Personal LinkedIn: https://www.linkedin.com/in/yaniv-simpson-aa72b22a/ Company LinkedIn: https://www.linkedin.com/company/the-conscious-bar/ 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 reunites with fractional CMO Janice Greenwald to tackle the most frequently asked marketing questions from the 33,000+ member Startup CPG Slack community. From social media strategy to packaging design, PR investment to budget allocation, Janice brings 20 years of CPG marketing experience to answer the real questions early-stage brands are asking.Janice breaks down the multifaceted nature of social media—it's not just posting photos, it's content creation, graphic design, copywriting, influencer outreach, brand partnerships, and potentially paid media. She shares why small agencies can sometimes offer better value than freelancers through economies of scale, recommending specific partners like Steph Nash Marketing for creative content and Gawronski Media for paid ads. The conversation challenges conventional wisdom around investing in social media and PR at launch, with Janice emphasizing that these are long-term brand-building tools, not immediate sales drivers—and why 60-70% of your marketing budget should focus on velocity if that's your primary objective.Throughout the episode, Janice shares hard-earned lessons from the trenches: packaging structure mistakes at Sabra that cost hundreds of thousands in custom molds, why chip brands need air-filled bags to compete on shelf presence, how to maximize shelf space by actually measuring retail dimensions with a tape measure, and why you should always design beverage packaging for the side that will be merchandised (not the pretty side). She discusses the "rule of sevens" for brand awareness, explains why PR is better suited for investor and buyer visibility than consumer sales, and reveals her philosophy that specialists working fractionally often deliver better results than generalist full-time hires at similar costs.Whether you're allocating your first marketing budget, choosing between agencies and freelancers, designing packaging that actually works on shelf, or deciding if social media and PR are worth the investment, this episode delivers honest, tactical guidance from someone who's made the mistakes so you don't have to.Listen in as they discuss:The hidden complexity of social media: content creation, copywriting, community management, influencer outreach, and paid media aren't one person's jobWhy small agencies can beat freelancers: economies of scale when photographers run multiple brands through the same seasonal setsShould you invest in social media early? Yes for brand building, but balance with velocity-driving tactics based on your budgetThe 10% rule: most brands allocate around 10% of net revenue to marketing (excluding trade spend), though startups may invest more upfrontPR for early brands: better for investor/buyer visibility than consumer sales—don't expect immediate ROI from lifestyle pressTrade publications you can pitch yourself: reach out directly to Bevnet, Nosh, Food Navigator writers without an agencyPackaging structure mistakes: the Sabra salsa bowl that didn't merchandise well and the lettuce container that couldn't pack out a caseThe chip bag paradox: you need air to compete visually on shelf even if it feels wastefulEpisode Links:Janice Greenwald LinkedIn: https://www.linkedin.com/in/janice-greenwald-marketing-consultant/ Startup CPG Newswire: https://startupcpg.com/newswire 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 Brian Folmer, founder of FirstLook Ventures, to explore what founders need to know before fundraising—from building compelling pitch decks to avoiding common mistakes that sink deals.Brian brings a rare full-stack perspective to consumer investing: founder, operator, ecosystem builder, and now investor backing early-stage brands through FirstLook Ventures and SPVs. His journey spans dropping out of law school to launch his first startup, working in corporate retail at Abercrombie and Victoria's Secret, investing at XRC Ventures, and eventually building First Look—a monthly curation box that connects emerging brands with 300+ angel investors, VCs, and family offices.Throughout the conversation, Brian shares what separates founders who successfully raise from those who struggle, breaking down the core elements every pitch deck needs (particularly the "why now" thesis), why demonstrating passion alongside credentials matters for long-term conviction, and how capital efficiency thinking (18 months of runway, not too much capital) sets brands up for sustainable growth trajectories.Brian discusses why social capital in VC is more valuable than deal volume, explains the psychology of winning over investors beyond just metrics, and shares a compelling case study with Half Day Iced Tea's fiber trend positioning. He addresses common founder questions around retail requirements for fundraising (spoiler: you don't need it), how many rounds to anticipate in a CPG brand's lifecycle, and tactical advice on breaking into venture capital without traditional investment banking experience.If you're preparing for your first institutional raise, refining your fundraising strategy, or wondering what investors actually evaluate beyond the numbers, this episode offers grounded, actionable insights from someone who's been on both sides of the table.Listen in as they discuss:Brian's journey: law school dropout to founder to XRC Ventures to FirstLookFirstLook Ventures mandate: Series A/B focus with $500K average checksFirstLook boxes: connecting emerging brands with 300+ investors monthlyWhy consumer investing is more exciting than tech right nowCurrent fundraising landscape: why now is a solid time to raiseCommon fundraising mistakes: unrealistic projections and wishy-washy raise amountsWhat makes a great pitch deck: nailing the "why now" thesisCase study: Half Day Iced Tea and betting on the fiber trendSocial capital in VC: why quality beats quantity in deal sharingFundraising fundamentals: setting terms, timeline expectations, and raise amountsCapital planning: the 18-month runway rule and avoiding over-raisingHow many fundraising rounds CPG brands should anticipateDo you need retail to fundraise? (Short answer: no)Breaking into VC without investment banking experienceEpisode Links:Brian Folmer — Founder, FirstLook VenturesLinkedIn:https://www.linkedin.com/in/brianfolmer/Company LinkedIn: https://www.linkedin.com/company/firstlookvc/ 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, host Caitlin Bricker sits down with Heidi and William Schneider, the husband-and-wife team behind Tea Jams—the world's first organic fruit jam infused with tea that's redefining what a pantry staple can be.Chef William, a Culinary Institute of America graduate, started making Earl Grey syrups for Mother's Day brunches at a local inn where quilting groups raved about the flavor. He transformed those syrups into jams with 40% less sugar than traditional options, using only organic whole fruit instead of juice concentrates. Heidi, a special education teacher with a background in social media marketing, joined forces with William to build the brand's visual identity and community presence.Throughout the conversation, the Schneiders share how their relationship literally grew alongside their business—they met on Hinge, got engaged while visiting their first retailer in Miami, and hosted their first pop-up on their one-year wedding anniversary. They've handcrafted nearly 20,000 jars between the two of them while keeping their full-time jobs, proving that small businesses (really small—just the two of them!) can make big impact.You'll also learn about Tea Jams' versatility—from toast topping to mocktails at farmers markets to marinades for fish—and how they landed in Harney & Sons gift sets and Murray's Cheese at Grand Central Terminal (where they used to meet for dates!). The episode explores their retail vs DTC strategy, why the definition of "small business" needs to change, and how they're building authentic brand partnerships with established companies.Listen now to hear their infectious energy and learn how two people are disrupting an industry that's "been asleep for a little bit."Listen in as they share about:Meeting on Hinge & Growing the Business TogetherFrom Earl Grey Syrup to Tea-Infused JamThe Difference Between Jam and Jelly (and Why It Matters)Handcrafting 20,000 Jars While Working Full-Time JobsBuilding Collaborations with Harney & Sons and Local CafesRetail vs DTC Strategy and Farmers Market SuccessWhat "Small Business" Really MeansThe Versatility of Tea Jams: Mocktails, Marinades & MoreEpisode Links: https://www.tea-jams.com/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (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 special New Year's episode of the Startup CPG Podcast, host Daniel Scharff invites three founders from the Startup CPG community to share their 2026 brand resolutions—offering practical wisdom on focus, authenticity, and strategic growth for emerging CPG brands.Rebecca Styn, founder of Blind Tiger Spirit Free Cocktails, discusses her resolution to eliminate noise by being more intentional about opportunities. After initially going wide geographically and saying yes to numerous opportunities—from celebrity gifting to event activations—Rebecca shares why she's now focusing deep in her regional markets and being strategic about what aligns with her business goals. She emphasizes the hidden costs of "free" opportunities in beverage, where shipping often exceeds product cost and consumer purchase behavior doesn't support random sampling.Dava Guthmiller, founder of A Dash of (a taste education platform and curated shop specializing in salt, butter, and chocolate), shares her resolution to step into the spotlight. Despite her passion for interviewing makers and sharing their stories, Dava struggles to apply the same approach to her own brand on social media. She discusses the importance of authenticity, why sharing her personal passion matters for building trust, and how she's working to showcase herself and her story online, not just the products she curates.Andrew Schundler, co-founder of CH Matcha (a canned ceremonial-grade matcha latte), discusses his resolution to double down on what works in retail. Launching in July 2025, Andrew and his wife Chloe quickly learned that most consumers don't buy heavy beverage online. By focusing on in-person tastings and strategic retail placement—particularly sandwich shops—they've found their formula. Andrew emphasizes going deep rather than wide, learning from data, and knowing when to say "not yet" to opportunities that could stretch the business too thin.Listen in as they discuss:Rebecca: eliminating noise, being intentional with opportunities, saying no strategicallyThe hidden costs of "free" opportunities: celebrity gifting, events, product donationsWhy beverage brands struggle with online sales and shipping economicsDava: stepping into the spotlight and sharing her personal story on social mediaThe importance of authenticity and putting a face behind your brandSalt education: terroir, texture, and why single ingredients deserve storytellingAndrew: doubling down on retail execution and in-person demosLearning from early data and finding your best-performing channelsThe lily-pad growth strategy: leveraging each success to unlock the next opportunityGoing deep versus wide: strategic growth and knowing when to say "not yet"Episode Links:Blind Tiger Spirit Free Cocktails:Website: https://blindtigerspiritfree.com/Instagram: https://www.instagram.com/blindtigercocktailsA Dash Of:Website: https://adashof.co/Instagram: https://www.instagram.com/adashof/CHUH Matcha:Website: https://www.chuhmatcha.com/Instagram: https://www.instagram.com/chuhmatcha/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 Trevor Rechnitz, Principal at Vanterra Ventures, to explore the realities of fundraising—not just what looks good on paper, but what truly matters to investors. Trevor brings deep consumer investing experience built over nearly a decade, from sourcing and diligence to partner engagement and post-close value creation.At Vanterra Ventures, Trevor helps evaluate and back visionary teams and companies redefining consumer health, digital health, and enabling technologies across branded products and emerging categories. Vanterra Ventures is the venture and growth equity arm of Vanterra Capital, investing $1-10M checks into seed and Series A rounds across a $6 trillion consumer health category growing 10% year over year—from supplements and functional beverages to digital healthcare and health tech infrastructure.Throughout the conversation, Trevor breaks down common pitfalls founders encounter during fundraising and diligence processes, what makes an A+ intro call (strong problem-solution articulation and founder-market fit), and why knowing your numbers cold is non-negotiable. He shares practical insights on LTV to CAC dynamics (targeting 3x+ over 2-3 years), why gross margins north of 60-70% matter so much, and how to diagnose weak metrics by breaking them into components—AOV problems, margin problems, or repeat purchase problems (the hardest to fix).Trevor also discusses the importance of expectation setting with investors (success = results minus expectations), why consistent monthly investor updates are one of the most correlated variables to success, and what revenue ranges typically align with each fundraising round (0M pre-seed, 1-5M seed, 5-15M Series A, 15-30M+ Series B). Whether you're navigating your first fundraising process or looking to level up your investor relationships, this episode offers grounded, practical insights on what investors actually evaluate and how to build with intention from day one.Listen in as they discuss:Trevor's background: nearly a decade from PE consulting to Circle Up to Vanterra VenturesWhat Ventera is: $175M AUM, $1-10M checks, seed/Series A in consumer health products, services, and techCommon fundraising mistakes: getting defensive about risks, not knowing numbers cold, failing to interview VCsWhat makes an A+ intro call: strong problem-solution-founder fit, doing homework on the fundAdvice for founders: success = results minus expectations, send consistent monthly investor updatesWhy high gross margin (60%+) and repeat purchase rate are essential for consumer businessesLTV to CAC breakdown: targeting 3x+ over 2-3 years and how to diagnose weak metricsRevenue ranges by round: 0M pre-seed, 1-5M seed, 5-15M Series A, 15-30M+ Series BEpisode Links:Trevor Rechnitz - Principal, Vanterra Ventures LinkedIn: https://www.linkedin.com/in/trevor-rechnitz-43b72582/ Website: https://www.vanterraventures.com/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (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 welcomes Taylor Espinoza, founder of Unicorn Bites, a fast-emerging better-for-you snack brand known for its 100% date-sweetened, allergen-free mini cookies.Taylor shares her remarkable journey from practicing law to building a brand that’s redefining indulgence with clean, functional ingredients designed to be school-safe and family-friendly.Throughout the conversation, Taylor discusses how Unicorn Bites evolved from a farmer’s market concept into a shelf-ready product beloved by parents and kids alike. She reveals the product development process—refining hundreds of recipes, responding to direct consumer feedback, and navigating challenges such as ensuring product consistency and durability during warm-weather shipping.You will also gain insight into Taylor’s retail and growth strategy, her focus on local market expansion in New Jersey and New York, and her long-term vision of landing partnerships with leading natural retailers like Whole Foods and Erewhon. The episode closes with an engaging discussion on the evolving value of certifications, ingredient transparency, and how modern consumers are reshaping the standards of trust and authenticity in the food industry.Listen now to learn how Taylor Espinoza turned a weekend baking passion into a purpose-driven snack brand.Listen in as they share about:Founder Story & Brand OriginsProduct Development & InnovationBranding & NamingRetail & Growth StrategyManaging Costs and Financial PlanningCertifications, Transparency & Consumer TrustCommunity & Customer ConnectionEpisode Links:Website: https://tryunicornbites.com/ Instagram: @tryunicornbites 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 solo episode of the Startup CPG Podcast, founder and CEO Daniel Scharff shares the tools he actually uses every day to save time and run his business more efficiently in 2026. None of these are sponsors or partners—just genuine recommendations from tools that have made a real difference in productivity.Daniel breaks down his toolkit into four key buckets: Core Operating System (Superhuman for email management with snippets and reminders, Notion for project management, and Surfe for LinkedIn outreach automation), Back Office Solutions (Calendly for scheduling and Bill.com for invoicing), Content Creation Tools (Riverside.fm for high-quality recordings and ChatGPT for brainstorming and analytics), and Team & Talent Resources (Upwork for finding specialized contractors, LinkedIn Jobs for hiring, and offshore contractors for cost-effective team building).Whether you're looking to master inbox zero, automate repetitive tasks, create better content faster, or build a lean team on a tight budget, this episode offers practical, tested solutions that Daniel uses at Startup CPG every single day.Listen in as Daniel shares:Superhuman: email snippets, automatic reminders, and inbox zero strategyNotion: project management dashboards and team alignmentSurfe: automating LinkedIn outreach with personalized message templatesCalendly: group calendars and eliminating scheduling back-and-forthBill.com: invoicing with automatic credit card fee pass-throughRiverside.fm: high-quality content recording with AI-generated clipsChatGPT: brainstorming, interview guides, and tighter wordingUpwork: finding specialized contractors for one-off tasksLinkedIn Jobs: promoting job posts to find quality candidates fastOffshore contractors: building cost-effective teams in Brazil, Philippines, ArgentinaNone of these are sponsors or partners of Startup CPG, these are actual tools that we use to save time.To join our slack community, visit 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, host Hannah Dittman sits down with Brian Bustamante-Nicholson, a partner at Greycroft in the consumer brands vertical, to explore what growth-stage investors actually look for in consumer businesses—and how founders can build with intention from day one.Brian has spent 15 years working alongside founders building consumer businesses, developing a sharp lens for what actually drives durable growth versus what just looks good in a pitch deck. His experience spans deep e-commerce knowledge and evaluating brands at the earliest stages through to scale, giving him a practical, operator-minded view of how products, teams, and metrics evolve over time. At Greycroft, Brian leads a separate consumer investment strategy alongside founding entrepreneurs Catherine Power (Avaline, Burst, Merit) and Eric Ryan (Method, Olly), investing in exceptional growth-stage consumer businesses at inflection points—typically $5-15M in revenue with strong product-market fit signals.Throughout the conversation, Brian shares the core pillars he looks at during diligence (velocities, cohort behavior, repeat purchase rate, unit economics, margin structure), why capital efficiency matters more than flashy growth, and how strategics evaluate businesses the same way investors do—making gamesmanship around metrics a losing strategy. He discusses lessons learned from standout portfolio companies like Array (anti-aging hair care), what strong founders consistently get right for long-term success, and how to think about building real defensibility as you grow—particularly the importance of retail distribution as a moat in oversaturated categories like health and wellness, skincare, and beverage.Brian also shares his perspective on how AI is beginning to meaningfully show up in the consumer space through agentic commerce (AI agents shopping on consumers' behalf), why building digital footprints and distribution today will benefit brands tomorrow, and why being a first adopter in platform shifts creates outsized advantages through better marketplace economics. Whether you're navigating business decisions or fundraising conversations, this episode offers grounded, thoughtful insights on how investors evaluate consumer businesses and what it takes to build enduring brands that compound over time.Listen in as they discuss:Brian's background: 15 years investing from Stripes Group to Sonoma Brands to Greycroft's consumer strategyWhat Greycroft looks for: $5-15M revenue, strong product-market fit, unit economics, margin structurePortfolio case study: Array anti-aging hair care and investing at inflection pointsWhy capital efficiency matters: strategics see through gamesmanship around margins and growthRetail distribution as a moat: differentiation in oversaturated digital-native categoriesHow AI is changing commerce: agentic shopping and building trust with AI agents through reviews and digital footprintsLessons learned: patience, concentrated strategies, and building enduring businesses with strong fundamentalsFundraising process: relationship-building timelines and how many meetings before closing dealsEpisode Links:Brian Bustamante-Nicholson - Partner, Greycroft LinkedIn: https://www.linkedin.com/in/brian-b-nicholson-a813372/Greycroft Website: https://www.greycroft.com LinkedIn: https://www.linkedin.com/company/greycroft-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.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 welcomes Alan Scholnick, founder and CEO of Datefix, for a thoughtful conversation on innovation, wellness, and entrepreneurship in the food industry. Alan shares how his journey from real estate and private aviation to launching a natural food brand was driven by a passion for fitness and clean nutrition.Alan discusses the inspiration behind Datefix—a simple yet powerful concept that turns one of nature’s oldest fruits, the date, into a convenient, portable energy source. He explains how Datefix bridges the gap between health, flavor, and functionality, serving as both a nutritious snack and a reliable fuel for athletes and busy professionals alike.They also delve into the nutritional science and versatility of dates, exploring their role as a low-glycemic, fiber-rich source of sustained energy. Alan also reflects on the brand’s authentic approach to marketing and consumer education, emphasizing humor, transparency, and a commitment to bringing natural foods back to the forefront of modern wellness.You will also hear about Datefix’s growing community—from marathon runners to individuals managing diabetes—who have made the product a trusted part of their daily lives.Tune in to learn how Datefix is redefining healthy snacking by combining simplicity, authenticity, and purpose.Listen in as they share about:Origins and Concept of DatefixHealth and Nutrition BenefitsSustainability and Zero-Waste InnovationCustomer Stories and Community ImpactRetail Growth and Brand PositioningCultural Shift Toward Real FoodCommunity and DistributionEpisode Links:Website: https://datefix.com/ LinkedIn: https://www.linkedin.com/in/alan-scholnick-70a7061b5/ 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 Adam O'Connor, founder of Smidge Beverage—a lightly boozy 2.5% ABV vodka soda—and Josh Fischer, VP of Product at Cin7, to explore how early-stage founders can build scalable operations systems that support growth without breaking as they scale.Adam shares his journey launching Smidge Beverage, a premium low-alcohol vodka soda brand in Arizona, starting with self-distribution before transitioning to third-party distributors. With a finance and supply chain background, Adam knew from day one that having proper systems in place—particularly inventory management—would be critical to scaling efficiently. He implemented Cin7 pre-revenue, recognizing that without an end-to-end system to track inventory, lot codes, expiration dates, and invoicing, operations would quickly become unsustainable as the business grew.Throughout the conversation, Adam discusses the realities of self-distribution in the alcohol industry (navigating three-tier systems, building retailer relationships, delivering and merchandising products himself), why he chose to invest in inventory management before his first production run, and how systems like Cin7 allowed him to focus on growing the business rather than manually tracking ingredients and managing spreadsheets. Josh provides the Cin7 perspective on what founders need to know about inventory management, why the transition from "brand builder" to "operations economist" typically happens around the 12-month mark, and how proper systems enable better inventory forecasting, sales channel expansion, and warehouse efficiency.Whether you're launching a CPG brand, scaling self-distribution, or wondering when to implement proper back-office systems, this conversation offers honest lessons on why getting infrastructure right early matters, how to avoid common pitfalls when implementing inventory management software, and why founders who prioritize operations alongside brand-building are better positioned for sustainable growth.Listen in as they discuss:Adam's journey: finance background in wine and spirits, launching Smidge Beverage (2.35% ABV vodka soda)Implementing Cin7 inventory management pre-revenue: why systems matter from day oneSelf-distribution realities: navigating three-tier alcohol systems and building retailer relationshipsWhen to transition from self-distribution to third-party distributorsThe three stages of CPG growth: inventory forecasting, sales expansion, operations efficiencyWhy founders shift from "brand builder" to "operations economist" around 12 monthsSetting up SKUs, lot codes, expiration tracking, and integrations (QuickBooks, Shopify, EDI)Tips for implementation: focused onboarding, outsource accounting, learn systematicallyKey CPG tech stack: inventory management, accounting, Shopify/EDIEpisode Links:Cin7:Get 50% off your first 3 months: https://bit.ly/458bcCYLinkedin: https://www.linkedin.com/company/cin7/ Instagram: https://www.instagram.com/cin7online/?hl=en Josh Fischer - VP of Product, Cin7 LinkedIn: https://www.linkedin.com/in/joshcfischer/ Smidge Beverage: Website: https://www.smidgebeverage.com/LinkedIn: https://www.linkedin.com/company/smidge-beverage/ Instagram: https://www.instagram.com/smidgebeverage/?hl=enAdam O'Connor - Founder, Smidge Beverage LinkedIn: https://www.linkedin.com/in/adamoconnor-8519201b7/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 Josh Wand and Sean Kelly, General Partners at the Family Fund, to explore what founders actually need to understand when navigating fundraising. The Family Fund is a deeply community-driven investment firm built by former founders who believe the best companies are built through trust, transparency, and long-term partnership.Josh and Sean bring decades of firsthand entrepreneurial experience and an incredibly deep operator and founder network, which gives them a uniquely practical, grounded perspective on investing at the earliest stages. Throughout the conversation, they unpack why asking the right questions matters just as much as having the right answers, how to truly understand deal terms and power dynamics, and why knowing an investor's focus, incentives, and target stage is critical before bringing them onto your cap table.The conversation covers the traits that consistently show up in great founders, the difference between early-stage problems (product-market fit, customer love) versus later-stage challenges (team scaling, professionalism, organizational structure), and how to think about alignment as your company grows. Josh and Sean also emphasize the importance of researching investors the same way you would research retail buyers—understanding their allocation strategy, stage focus, and whether they actually invest in your specific vertical and company size before pitching.Throughout the episode, listeners gain tactical insights on essential questions to ask investors (like "walk me through a time one of your investments struggled and how you showed up"), why raising at too high a valuation can backfire and limit future funding options, critical deal terms to watch out for (liquidation preferences, redemption rights, founder vesting resets), and why founders should optimize for the next five years—not just winning the current round. Whether you're preparing for your first institutional fundraise or evaluating investor partners for a growth round, this conversation offers honest, hard-won insights from two investors who have been in the founder seat themselves.Listen in as they discuss:Josh and Sean's backgrounds: 20+ years as entrepreneurs before co-founding Family Fund in 2022What Family Fund is: Early stage investor ($1-5M checks) with 60%+ founder and CEO LPsHow fund cycles work and what Fund 1 vs. Fund 2 means for foundersWhy researching investors matters: treating it like researching retail buyers at TargetEssential questions founders should ask investors before accepting capitalUnderstanding critical deal terms: liquidation preferences, redemption rights, and founder vesting resetsWhy raising at too high a valuation backfires and limits future funding optionsTraits of great founders and early-stage vs. growth-stage problem differencesWhy the best founders optimize for the next 5 years—not just winning the current roundFounderland 2026: Family Fund's annual gathering of 7,800+ founders, retailers, and strategicsEpisode 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

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Houston Buehrle, founder of Little Zing, a premium mustard brand rooted in a century-old Danish family recipe. Houston shares how he transformed his great-grandmother’s handcrafted condiment into a fast-emerging brand in the CPG space, known for its clean ingredients, distinctive flavor, and standout branding.Throughout the conversation, Houston discusses his commitment to ingredient integrity, his approach to product innovation, and the importance of authentic storytelling in building consumer trust. He also reflects on lessons learned from his previous venture, Bindle Bottle, and how resilience and creativity guided him toward launching Little Zing.Listeners will gain insights into grassroots brand building, the value of community-driven growth through farmers markets, and how platforms like TikTok Live are reshaping direct-to-consumer engagement. Houston also offers a preview of Little Zing’s upcoming garlic miso flavor, designed to expand the brand’s reach while staying true to its original ethos.Tune in to learn how Houston Buehrle turned a family legacy into a modern, purpose-driven brand.Listen in as they share about:The Origin of Little ZingProduct DevelopmentBranding, Packaging & DifferentiationRetail Strategy & Market GrowthThe CPG and Condiment LandscapeSampling & CollaborationsMarketing & TikTok Live StrategyCollaborations & Future VisionEpisode Links:Website: https://littlezing.com/LinkedIn: https://www.linkedin.com/in/houston-max-buehrle-40043a36/ 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