Myriah opens with a reframe that changes how you think about the whole category: stop thinking about influencers as a conversion tool and start thinking about them as a content engine. From there, she and Val walk through what a real creator-led growth strategy looks like — from nano creator gifting and first-round testing to long term ambassador relationships, content repurposing through whitelisting, and the brief that took a creator who wasn't converting to $10,000 in sales in a single weekend.

They share real brand examples — including Jackson's Chips and Ice Barrel — that show what it looks like when the strategy actually works. And they get into the specifics brands at every stage need to hear: what nano and micro creators actually cost, how to set expectations from day one, when to introduce budget, and how to get the most out of every piece of content you commission.

Whether you're a founder who has never run a creator campaign, a brand that tried influencer marketing and wasn't sure if it worked, or someone trying to figure out how to stretch a limited budget, this episode is the foundation you need.

Listen in as they discuss: Why long term creator relationships beat one-off posts — and how to get there through a structured test and learn approach — What nano and micro influencers actually cost, what gifting can realistically get you, and how to set clear expectations from day one — How to repurpose creator content across paid media, organic social, email, and PDPs through whitelisting and collaborative posts — Why the content itself is the ROI and how to think about creators as a content engine rather than a conversion tool — The brief that actually works: how Joybyte analyzes a creator's existing content to find the storyline that will perform — How TikTok Shop differs from influencer marketing and why Joybyte treats them as two completely separate programs — What Joybyte's retainer model looks like and why they pass through creator costs directly to brands with no overhead markup — Ice Barrel and Jackson's Chips: two real examples of what it looks like when creator-led growth catches lightning in a bottle

Episode Links: 

Myriah Castillo – President, Joybyte 

LinkedIn: https://www.linkedin.com/in/myriah-castillo-b646b8168/ 

Val Ponce De Leon – Lead Strategist, Joybyte 
LinkedIn: https://www.linkedin.com/in/valerie-ponce-de-leon-3a962a143/ 

Joybyte Company LinkedIn: https://www.linkedin.com/company/joybyte/ 
Website: https://joybyte.com/ 

Download the free Creator-Led Growth Playbook: https://joybyte.com/creator-led-whitepaper

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

First up is Taylor Blue, founder of Little Latke, the first shelf-stable potato crisp inspired by the crispy edges of a traditional potato latke. Taylor shares what it was like to exhibit at Expo West for the first time, why she chose the Startup CPG section, and how she used the show to launch not just a new and improved formula (now non-GMO and seed oil free), but two brand new flavors — Garlic Parmesan and Spicy Honey Dijon. She also opens up about what she'd tell any first-time exhibitor who's on the fence.

Next, Caitlin talks to Gabriella Labi and Tonya Reznikovich, co-founders of Gato Dates — dark chocolate covered, nut butter stuffed Medjool dates in four flavors. Gabriella shares the full emotional story of attending Alley Rally on a shoestring, including a broken washing machine, sample packs that wouldn't open, shirtless models with QR code tattoos at a Venice event the night before, and a vote count that first broke their hearts before ultimately delivering the news that they'd won a free booth at Expo West 2027.

Finally, Jesse Suarez, founder of Hola Mija Chips — one of the first tallow tortilla chips on the market, made with nixtamal corn and beef tallow — breaks down his experience with Startup CPG's one-on-one retailer meetings, including how a meeting at Winter Fancy Food in San Diego helped close a deal with Buy Rite a week later, and how a 10-minute conversation at Expo West ended with a buyer saying yes on the spot.

Listen in as they cover: 

• What it's actually like to exhibit in the Startup CPG section for the first time, from sampling strategy to sample counts to the community energy on the floor
• How Gato Dates went from a washing machine disaster and second place to winning a free Expo West 2027 booth
• Why one-on-one retailer meetings are open to all Startup CPG community members, not just brands exhibiting in the section 
• How Jesse's patience with Sprouts, Buy Rite, and Mother's Market paid off over months and multiple touch points
• Why showing up repeatedly — even when you hear no — is one of the most powerful things a founder can do

Whether you're a first-time exhibitor trying to figure out how to make Expo worth it, a brand who's never heard of Alley Rally, or a founder who keeps getting passed over for one-on-ones and is starting to lose hope, this episode is for you.

Episode Links:
 
Little Latke Website: https://www.littlelatke.com
Little Latke LinkedIn: https://www.linkedin.com/company/little-latke/
Taylor Blue LinkedIn: https://www.linkedin.com/in/taylor-blue-91402199/

Gato Dates Website: http://www.gatodates.com
Gato Dates LinkedIn: https://www.linkedin.com/company/gato-dates/
Gabriella Labi LinkedIn: https://www.linkedin.com/in/gabriella-labi-25a3079b/
Tonya Reznikovich LinkedIn: https://www.linkedin.com/in/tonya-reznikovich/

Hola Mija Chips Website: http://www.holamijachips.com
Hola Mija Chips LinkedIn: https://www.linkedin.com/company/hola-mija-chips/
Jesse Suarez LinkedIn: https://www.linkedin.com/in/jesse-suarez-796b55350/
Hola Mija on Faire: https://www.faire.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 (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Craig brings decades of hard-won experience across brand building, capital management, fundraising, and navigating strategic partnerships through acquisition. In this episode, he shares the lessons that shaped him, what founders should have in place before embarking on a fundraise, and the mental models he uses to build things people genuinely fall in love with.

Craig and Hannah dig into the full arc of building a brand from zero: why advisory boards are one of the most underused fundraising tools, how to pitch investors without your hat in hand, and why the obsession with valuation and dilution often misses the point entirely. He also unpacks what made hello attractive to Colgate, why "exit" is the wrong word for what happens when a strategic acquires your company, and why everything costs more and takes longer than you think — no matter how many times you've done it.

Listen in as they cover:

• Craig's winding career path: derivatives trading, relocation startups, Method, eos, hello, Colgate, and now Happy Products
• Why Happy isn't a coffee company — it's in the "Happy business," with coffee as the delivery system
• How NAMI ended up on Happy's cap table from day zero — and what makes that different from typical purpose-driven brand partnerships
• Why the magic of a brand is harder than the math — and why getting the magic right usually takes care of the math
• The advisory board strategy: how to stack the deck before you have traction, revenue, or a full team
• What investors actually want to see: identified manufacturers, cost of goods, margin assumptions, retailer interest, and team
• Why founders who obsess over valuation and dilution are asking the wrong questions
• The story of hello's first toothpaste bottle — a packaging pivot that almost never happened, and why it's a masterclass in listening to the market
• What made hello irresistible to Colgate: cross-channel distribution, strong repeat, brand differentiation, and a team that could execute at pace
• Why Craig calls the Colgate deal an "entrance," not an exit
• His most important piece of capital advice: always plan for it to cost more and take longer

Whether you're a first-time founder or on your fourth company, this episode is a masterclass in building with intention, raising with humility, and creating things people want to have in their lives forever.

Episode Links:

• Happy Products: happyproducts.com 
• Craig Dubitsky on LinkedIn: linkedin.com/in/craig-dubitsky-40612 
• Happy Products on LinkedIn: linkedin.com/company/we-are-happy-products
• NAMI (National Alliance on Mental Illness): nami.org / 988 Suicide & Crisis Lifeline

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

Matt shares how a career that took him from writing for kids' television to Disney marketing to Facebook brand management ultimately led him back to Austin — and into the world of hot sauce. He introduces co-founder Carson Hoovestol, a reggae dub producer and longtime natural products retail veteran who has been plant-based for decades and brings an encyclopedic knowledge of produce and ingredients to the brand.

Together, they dig into the origin of Goodburn's anchor ingredient — the Papa Dreadie Scotch Bonnet pepper, a legendary Austin variety with roots in Jamaica and a backstory that involves a beloved local character, a reggae scene, and a frozen stash of heirloom seeds that arrived like something out of Jurassic Park. Caitlin shares her own personal favorite, the Arbol Primo, and makes a strong case that the hot sauce market is far less saturated once you actually taste what's inside the bottles.

Listen in as they cover:

How a friendship, a garden, and a legendary pepper variety became a hot sauce brand — How dates and fruit replace sugar in Goodburn's sauces — and why there are zero natural flavors, artificial flavors, or preservatives — The regenerative farming philosophy behind the brand and the Texas and California farm partners making it possible — What the "Goodburn zone" actually means and why finding that heat sweet spot is harder than it looks — The branding story behind Goodburn's standout label, from the OG designers to creative director Zach Shapiro — Where Goodburn is currently carried, including a recent acceptance into Central Market — What's coming next: South American, African, and Chinese pepper-inspired sauces and a first funding round

Whether you're a founder navigating a crowded condiment aisle, a buyer looking for a premium hot sauce with a real story behind it, or a heat lover who's tired of sauces that are either too mild or too punishing, this episode is for you.

Episode Links:
 
Goodburn Sauce Co. Website: https://www.goodburnsauce.com
Instagram: https://www.instagram.com/goodburnsauceco
Matt Beaman on LinkedIn: https://www.linkedin.com/in/johnmatthewbeaman/
Faire: https://bit.ly/3QecJ53

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

Eleven brands across food, beverage, supplements, and pet stepped up: an Ayurvedic wellness tea, a kava seltzer, a low-carb donut and cookie brand, an umami seasoning, a women's hormonal health supplement powder, a pet training treat in a portable tube, a dessert butter, and a salon-quality cuticle oil line. Every pitch got something different — and every piece of feedback is worth hearing.

Together, Daniel and Caitlin break down the mechanics of a strong pitch: why your energy matters more than your talking points, how to proactively answer the buyer's unspoken questions, why uptalk will quietly kill your credibility, and what it means to actually lead with your product.

Listen in as they cover:

• Why energy and confidence beat a perfectly memorized script every time
• The single question every buyer is thinking but won't always ask: will this actually sell?
• Camera setup, lighting, and the small technical details that make a big impression on Zoom pitches
• Why "first ever" is a phrase to avoid — and what to say instead
• How to use proof points, velocity data, and repeat purchase rates to earn trust fast
• What adaptogenic actually means — and why you need to know before you say it
• When your founding story helps you and when it costs you valuable pitch time
• Why D2C traction and social following should come up earlier than most founders think

Brands featured: 

Ayursome Wellness, Kaviva, Good Journey, Zenbroth, Bagelverse, Ramen Bae, Cali Nutrition, Doggo Sessions, Oh My! Dessert Butter, Theniya, Tiara Natural Deodorant

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

Travis walks through his end-to-end process — from ingredient sourcing and prototype development to consumer testing, pilot runs, and full production — and explains why discovering problems before you hit a manufacturer is worth far more than any single formula tweak. He also shares why 90% acceptance is the real launch threshold, and what founders get dangerously wrong when they fall in love with their home kitchen recipe.

He also dives into two standout client stories: a founder who came to Expo West with four vague ideas and left with a launched, distributor-ready hot-filled acidified product — and a farmer's market entrepreneur who went from buying spice jars at Whole Foods to opening a $12 million facility.

Listen in as they discuss:

• Why sourcing from scalable suppliers must happen before you ever touch the bench
• The danger of switching ingredient suppliers at scale — and the real cost of finding out too late
• Why you'll never launch exactly what you made at home, and why that's okay
• How Scale Food Labs stress tests pilots: turning up heat, skipping stirs, and pouring off at multiple intervals
• Protein trends: the rise of animal-based protein, BLG (beta-lactoglobulin) whey, and a supply chain already running dry through 2027
• Fiber as a parallel trend — and why GI distress is the thing that kills fiber-forward products
• Cell-based meats: what it's actually like to taste cultured chicken, and why Travis is rooting hard for the category

Episode Links:
Travis Zissu – Founder, Scale Food Labs
🌐 Website: www.scalefoodlabs.com
🔗 LinkedIn: https://www.linkedin.com/in/zissu

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Adam's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

New Fare Fund 1 is a $20M vehicle (plus a couple of SPVs, bringing total AUM to around $25M), and the fund writes first checks of $500K to $1M at seed and Series A, with the intention of getting to know founders for months — and often years — before investing.

Hannah and Elly dig into what the Venn diagram between retail buying diligence and investor diligence actually looks like, how founders should adjust their pitch when moving from buyer conversations to investor conversations, and what the right team structure looks like when gearing up for a fundraise. They also tackle the question straight from the Startup CPG Slack community: what matters more — sales growth or profitability?

Listen in as they cover:

• Elly's path from Whole Foods local brands and innovation to co-manufacturing to co-founding Made by Nacho with Bobby Flay to launching New Fare Partners
• New Fare's fund structure, check size, stage focus, and investment thesis around the modern eater and premiumization
• The Venn diagram between retail buyer diligence and investor diligence — where they overlap and where they diverge
• How founders should adjust their pitch when moving from buyer conversations to investor conversations
• The power dynamic difference: why your investor relationship should not look like your retailer relationship
• What Elly looks for in founders — motivation, conviction, and why she wants to see a little pushback in term sheet negotiations
• Portfolio spotlights: Lucille (senior nutrition), NARA Organics (infant formula), and Bachan's (Japanese BBQ sauce)
• Team structure advice: two paths to building — formidable infrastructure from day one vs. lean and fractional with finance as the non-negotiable first hire
• The Slack community case study question answered: sales growth vs. profitability — and why it's life stage dependent
• Why the overcorrection toward profitability has not lowered growth expectations — the bar is just higher now
• Consumer behavior and macro trends driving New Fare's thesis: premiumization, time collapse, and the shift in how people receive food

Whether you're a founder preparing for your first fundraise, an operator navigating the retail-to-investor pivot, or someone building in food and bev who wants to understand how the smartest investors in the room are actually thinking — this episode is a must listen.

Episode Links: 

New Fare Partners: https://www.newfarepartners.com
Elly Truesdell on LinkedIn: https://www.linkedin.com/in/elly-truesdell-5106b65b/ 
New Fare Partners on LinkedIn: https://www.linkedin.com/company/new-fare/ 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

Hannah shares how leaving the Marine Corps led her to culinary school, where she met her husband—a classically trained Belgian chef she lovingly calls Belgian Santa Claus—and how a dessert on their restaurant menu became the foundation of a nationally distributed brand. Caitlin shares how she first encountered Nightingale at the UNFI trade show in June 2025, courtesy of a very enthusiastic fellow exhibitor, and has been a devoted fan ever since.

Together, they dig into what real ice cream actually is (and what frozen dairy desserts are trying to get away with), the strict temperature logistics of scaling a frozen novelty from Richmond, Virginia to California, and why doing site visits with distribution partners is non-negotiable. Plus, Hannah shares breaking news about Nightingale's expansion into 175 Whole Foods center store locations.

Listen in as they cover:

• How a restaurant dessert became a nationally recognized ice cream sandwich brand
• The real difference between ice cream and frozen dairy desserts—and why it matters
• Why Nightingale's ice cream melts like ice cream should, and the challenge of keeping it that way through distribution
• The red flags and green flags Hannah looks for when vetting distribution partners
• How a culinary background and mise en place mentality shaped the way they run their facility
• Seasonality in frozen: what April through August looks like for a brand like Nightingale
• The breaking news on their Whole Foods center store expansion into 175 locations
• What 10 years of growth looks like—from hand-stamped packages at farmers markets to Food Network and Food & Wine recognition

Whether you're a founder navigating the frozen aisle, a buyer looking for the next standout novelty brand, or someone who's been burned by a frozen dairy dessert pretending to be ice cream, this episode is for you.

Episode Links:

Nightingale Ice Cream Website: https://www.nightingaleicecream.com 
Instagram: https://www.instagram.com/nightingaleicecream/ 
Hannah Pollack on LinkedIn: https://www.linkedin.com/in/hannah-pollack-a231b12b2/ 
Nightingale Ice Cream on LinkedIn: https://www.linkedin.com/company/nightingale-ice-cream-sandwiches/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

Blake opens with a jaw-dropping story of a founder at a multi-hundred-million-dollar exit who got a call from someone they hadn't thought about in 20 years claiming to own half the company — based on a napkin agreement. Ryan follows with a tale of informal equity promises that produced costly litigation and wiped out a significant chunk of sale proceeds. Both stories drive home the same lesson: the problems you ignore early on don't disappear — they compound.

The conversation covers the most common early-stage mistakes: misclassifying employees as independent contractors, failing to put basic offer letters and IP agreements in place, and making informal equity promises without documentation. Blake and Ryan explain why these issues are the number one thing that surfaces in investor and acquirer diligence — and why cleaning them up gets exponentially harder the longer you wait.

They also get into the nuances that make CPG uniquely complex: hourly vs. salaried employees, field reps vs. office staff, co-manufacturer relationships, and why co-founder vesting looks very different in CPG than in tech. Blake and Ryan walk through how to structure equity grants using performance-based and time-based vesting schedules, what acceleration clauses mean at exit, and what to say — and not say — when you have to let someone go.

Whether you're hiring your first employee, bringing on a co-founder, or getting ready to raise a round, this episode is the legal foundation you didn't know you needed.

Listen in as they discuss:

• Why informal equity promises and napkin agreements can resurface at the worst possible moment — decades later
• The real risks of misclassifying employees as independent contractors, and why it's the #1 thing acquirers look for in diligence
• The essential documents every early-stage brand should have in place: offer letters, IP/NDA agreements, equity plans, and employee handbooks
• Why CPG companies face unique employment complexity — hourly vs. salaried, field reps, contract manufacturers, and more
• How vesting schedules work — and when to use performance-based vs. time-based structures
• The co-founder vesting conversation: why it's different in CPG, and why you still need to have it
• What to do (and what not to do) when you have to terminate an employee — and why a separation agreement is a powerful cleanup tool
• How to audit your employment practices before a fundraise or acquisition so you're not scrambling at the last minute
• Why using AI or generic templates for employment documents is a false economy — and what it actually costs to fix them later

Episode Links:

Blake Horn – Partner, Giannuzzi Lewendon
LinkedIn: https://www.linkedin.com/in/blake-horn-45034020/

Ryan Hall – Partner, Giannuzzi Lewendon
LinkedIn: https://www.linkedin.com/in/ryan-hall-3517344/

Giannuzzi Lewendon
Company LinkedIn: https://www.linkedin.com/company/giannuzzi-lewendon-llp/
Website: https://gllaw.us/ or email either of them at blake@gllaw.us and rhall@gllaw.us.

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

Constellation's Fund 1 ($10M, fully deployed, launched 2018) concentrated heavily on consumable CPG, and Fund 2 (targeting $25M) is currently in market. The fund writes initial checks of ~$250K as a follow-in investor — meaning Denise doesn't lead rounds or set terms, but invests alongside institutional or angel leads and brings differentiated value through what she calls her "network capital advantage."

Hannah and Denise dig into what it really means to be a follow-in investor, what Denise's diligence process looks like through a marketing lens, and what she's seeing work — and not work — in digital and influencer marketing today. They also tackle the growing importance of AI literacy for CPG founders, what pre-launch marketing done right actually looks like, and what team structure should look like before an early-stage fundraise.

Listen in as they cover:

• Denise's path from Madonna's executive assistant to pioneering celebrity/influencer marketing to venture capital
• Constellation Capital's fund structure, LP base (celebrities, athletes, influencers, operators, independent grocers), and investment thesis
• What a follow-in investor actually does — and how it differs from a lead investor
• How Denise sources deals, collaborates with co-investors, and adds value post-check
• The "network capital advantage" and why celebrity alone does not make a business
• A standout portfolio company that built 30,000 qualified email subscribers before launch — and why it worked
• What founder EQ looks like: the portfolio founder who consistently does exactly what she says she'll do
• Why AI literacy is now a core diligence criterion in Fund 2 — and how it can add 12–18 months of runway
• Influencer marketing reframed: building it as a performance channel and distribution network, not just getting posts
• Why "we haven't spent anything on marketing" is not a flex — and what investors actually want to see
• Team structure advice: no more than four people pre-fundraise, lean into fractional talent and AI tools
• How to reach Denise, co-invest with Constellation, and get started in CPG investing

Whether you're a founder preparing to fundraise, an operator building out your marketing strategy, or someone curious about what non-traditional paths into venture capital look like, this episode is full of sharp, practical insight from someone who's been in the room — and on the stage — from the very beginning.

Episode Links:

• Constellation Capital: [constellationcapital.com]
• Denise Lambertson on LinkedIn: linkedin.com/in/deniselambertson
• Denise Lambertson on Substack: Constellation Capital
• Pitch Constellation: diligence@constellationcapital.com
• Co-invest or connect: info@constellationcapital.com
• Angel investing platforms mentioned: Sidecar (sydecar.com), AngelList

Connect with the guest: 
Denise Lambertson — Founder & Managing Partner, Constellation Capital 
🔗 LinkedIn: https://www.linkedin.com/in/deniselambertson/ 
📧 Pitch: diligence@constellationcapital.com 
📧 Connect/co-invest: info@constellationcapital.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 (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

Gabriella shares how years of working with functional medicine doctors, studying nutrition, and hosting Friday night Shabbat dinners led her to create a treat she could eat every day without guilt—one that just happened to blow every guest's mind. Tonya shares how one bite at that dinner table sent her straight to the freezer for seconds and eventually to writing a full business plan email.

Together, they built Gato Dates from a home kitchen staple into a brand with celebrity fans, a loyal DTC following, and major retail accounts on the horizon—all while staying true to the premium, giftable identity that sets them apart in a crowded snack landscape.

Caitlin and Gabriella and Tonya dig into why quality ingredients are non-negotiable, how five months of LA farmers markets became their proof-of-concept lab, and why organic celebrity discovery (think: LeAnn Rimes sharing with Kristin Cavallari) beats any influencer gifting strategy. They also cover the logistics of co-packing whole Medjool dates, the case for local delivery as a farmers market transition, and what it really looks like to go full-time on a food brand in year two.

Listen in as they cover:

• How a Shabbat dinner dessert became the foundation of a luxury confection brand
• Why Medjool dates are the perfect vessel—and why size really does matter
• The farmers market strategy that generated $1,500 on day one and proved the concept
• How LeAnn Rimes, Kristin Cavallari, and Addison Rae found Gato Dates completely organically
• The giftable format strategy that's turning customers into brand ambassadors
• Their retail expansion playbook: knocking on doors, building buyer relationships, and landing major grocery accounts
• What being invited into a giveaway with Fishwife, Poppy, and Loops Beauty meant to them
• The upcoming healthy Nutella spread and what's next for the brand
• Why year two is the hardest—and what separates brands that survive from those that don't

Whether you're a founder figuring out how to scale a premium food product, a buyer looking for the next breakout confection brand, or a date obsessive who just needs to know where to get your next fix, this episode is for you.

Episode Links: 
Gato Dates Website: https://gatodates.com 
Gabriella Labi on LinkedIn: https://www.linkedin.com/in/gabriella-labi-25a3079b/ 
Tonya Reznikovich on LinkedIn: https://www.linkedin.com/in/tonya-reznikovich/
 Gato Dates on LinkedIn: https://www.linkedin.com/company/gato-dates/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Brian breaks down his four-phase R&D process, explains the trade-offs between cost, flavor, nutrition, and shelf life that every founder inevitably faces, and makes a bold prediction: fiber will eventually surpass protein as the dominant functional ingredient trend.

He also shares two standout case studies in better-for-you chocolate: Dirty Gut (prebiotic/probiotic chocolate using fiber stacking from upcycled cocoa husks, acacia fiber, and chicory inulin) and Femme Health (a women's health chocolate using lactoferrin for improved iron absorption) — both developed during the global cacao supply crisis.

Listen in as they discuss:

• Why you should create a parameter list with ranges before engaging any food scientist
• The four phases of R&D and why three rounds of development is the magic number for an MVP
• Fiber stacking: what it is and why it makes functional chocolate work
• How to navigate the cacao supply crisis by going direct to smaller and heirloom farmers
• Why fiber is poised to surpass protein over the next decade
• Bioactives trending in women's health, sexual wellness, and mushroom-derived nutraceuticals
• How startups vs. large companies prioritize trade-offs very differently

Episode Links:

Brian Chau – Founder & Principal, Chau Time 

🌐 Website: www.chau-time.com 

🍄Webiste Linked: https://www.linkedin.com/company/chau-time/

🔗 LinkedIn: https://www.linkedin.com/in/chautime/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Adam's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

Kiki describes how the Grocery Run served as the perfect training ground before Expo West — her brand's very first trade show experience — and how every single conversation felt worth the flight to Denver. Cam shares how the reaction to his brand-new honeycomb chocolate product completely blew away his expectations compared to years of selling bars at Whole Foods. And Ryan reveals how a 15-minute huddle at the event turned into a verbal commitment from Sprouts for a national launch into their innovation set in June — completely reshaping Fave's go-to-market strategy.

Throughout the episode, the founders share hard-won advice on how to stand out at a trade show: bringing a physical hook to the table (like a raw honeycomb frame or a cocoa pod), using bright visuals and branded tablecloths, asking questions instead of pitching, and keeping the energy low-pressure and relationship-first. Ryan also opens up about what made him finally launch his own brand after years in the industry — and why his 4-year-old daughter naming the company "Fave" during a preschool taste test was the sign he needed.

Whether you're preparing for your first trade show, evaluating whether KeHE is the right distribution partner, or just trying to understand what these Grocery Run events are all about, this episode is packed with real, actionable insight from founders who just lived it.

Listen in as they discuss:

• What it actually feels like to exhibit at a Grocery Run event — the energy, the camaraderie, and the buyer openness
• How Sourmilk used the event to identify which regions were responding best to their product without paying for SPINS data
• Why Honeymoon Chocolate's new honeycomb product stole the show — and what it means for their product strategy going forward
• How Fave secured a verbal commitment from Sprouts for a national innovation set launch — all from a 15-minute conversation at the event
• Booth setup tips: physical hooks, branded tablecloths, tall pitchers, and light leave-behinds buyers will actually carry
• How to get a buyer's attention without being pushy — asking for feedback instead of selling, calling out the double-take, and keeping it friendly
• Why Ryan spent years in CPG before launching his own brand — and the personal criteria he required before doing it
• What early-stage brands can realistically expect from a KeHE onboarding opportunity

Episode Links:

Thank you to KeHe Distributors and our sponsors from our Denver Grocery Run!

Advantage Solutions

FDM

Green Spoon

IGNITE Sales Services (a Division of Acosta)

What's Next? KeHE Holiday Show Grocery Run, Chicago, June 9th

APPLY NOW: https://docs.google.com/forms/d/e/1FAIpQLSfCr-xzT5_hPGE0CpRhVE2QnTIK_pysg-Sz-o-TP2l_rDsVBQ/viewform

Kiki Couchman – Sourmilk
LinkedIn: https://www.linkedin.com/in/kirsten-kiki-c-242929112/ 
Company LinkedIn: https://www.linkedin.com/company/sourmilk/ Website: https://www.sourmilk.com/

Cam Loyet – Honeymoon Chocolate 
LinkedIn: https://www.linkedin.com/in/camloyet/ 
Company LinkedIn: https://www.linkedin.com/company/honeymoonchocolates/ 
Website: https://hmchocolates.com/

Ryan Raish – Fave 
LinkedIn: https://www.linkedin.com/in/ryanraish/ 
Website: https://www.linkedin.com/company/favemixes/

Daniel Scharff – Founder, Startup CPG 
LinkedIn: https://www.linkedin.com/in/danscharff/ 
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 (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

OpenSky invests at the pre-seed stage with opportunistic Series A involvement, writing checks of $100K–$200K in Fund 1 and scaling to $500K checks in Fund 2 (targeting $25M). What sets them apart is that both partners are former operators — a background that shapes how they access deals, how they evaluate founders, and how they show up as partners over the long haul.

Josh and Hannah dig into everything founders need to know about the fundraising process: how valuations work (and why they're more art than science), why chasing the highest valuation can actually hurt you down the road, and how to think about runway, dilution, and building a cap table that genuinely adds value. They also explore what separates the brands that break through from the ones that don't — from storytelling and brand community to unit economics and must-have product positioning.

They also walk through the full spectrum of funding stages, from the friends-and-family round all the way to Series A, with clear, practical definitions founders can actually use to locate themselves on the journey.

Listen in as they cover:

• Josh's journey: from Malibu lemonade stands to Pandemic Studios, Sugarfina, and OpenSky Ventures
• OpenSky's investment thesis: stage, categories, check size, and what's changing in Fund 2
• The parallels between founders fundraising and VCs fundraising — and what that reveals about what investors need to see
• Why valuation is more art than science — and the real risks of setting it too high too early
• What a down round signals to investors and how it can trap a brand in a cycle
• The case for slowing down: why jumping straight into Costco might not be the right first move
• How to think about runway — and why you should always raise a little more than you think you need
• The founder traits Josh sees in every successful company he's backed: problem solving, storytelling, authenticity, and "must have" positioning
• A founder spotlight: Becca at Fishwife, and why lean cost DNA and branding instincts are a winning combination
• What makes a great investor partner — and the specific questions founders should ask before they sign
• A clear breakdown of the funding stages: friends & family, pre-seed, seed, and Series A
• Advice for anyone who wants to break into CPG investing — and why becoming an LP first might be the smartest move

Whether you're a founder preparing to fundraise, an operator thinking about the jump to investing, or just someone who wants to understand how early-stage CPG capital actually works, this episode is packed with practical, hard-won insight.

Episode Links:

• OpenSky Ventures: opensky.vc
• Josh Resnick on LinkedIn: linkedin.com/in/joshresnick1
  
  

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

Edouardo shares how a love of cooking with his mom and grandmother in St. Petersburg, Florida led him through an unlikely path: a college degree in sports management, a stint with the Tampa Bay Devil Rays, culinary school against his mother's wishes, and eventually a career cooking at some of the world's most celebrated restaurants—including the French Laundry and Per Se. He went on to open his own restaurants in Seattle, becoming the first African American to win two James Beard Awards in a single night.

When the pandemic shuttered his restaurants, Edouardo saw an opportunity. Customers who loved his pimento cheese—a staple on his restaurant menu—wanted to keep getting it at home. That question sparked the launch of Food with Roots, which quickly landed on shelves at Whole Foods and local Pacific Northwest markets.

Caitlin and Edouardo dig into why he put chitlins on his fine dining menu as a deliberate act of reclamation, how he's building a brand around the motto "sharing soulful stories through food," and why he intentionally resists making Food with Roots a "Black-owned brand" first—and a quality product second. They also cover his nonprofit Soul of Seattle, which has raised over $1 million for youth of color in the greater Seattle area, and his long-term vision to take his pimento cheese from the Pacific Northwest to coast-to-coast distribution.

Listen in as they cover:

• How a childhood show-and-tell moment involving chitlins shaped Edouardo's identity as a chef and storyteller
• Why foods like oxtail and pimento cheese were "poverty food" to his grandparents—and how he's working to reclaim and celebrate them
• The tension between leading with Black identity versus leading with product quality in CPG retail
• How Food with Roots got its start during the pandemic and landed in Whole Foods and Metropolitan Market
• His expansion targets: California and Texas, markets already familiar with pimento cheese
• The story behind Soul of Seattle and why he pays vendors to participate rather than charging booth fees
• Why Food with Roots' pimento cheese retails at $9.99—and why it's worth every penny

Episode Links:

Instagram: @thefoodwithroots

Linkedin: www.linkedin.com/in/edouardojordan

Website: thefoodwithroots.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 (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

From the treasure hunt experience they've built for subscribers to the live brand pitching session at the end, this one is packed with insight for any emerging CPG brand looking to crack e-commerce.

You will learn:

• How Misfits evolved from rescued produce to a tightly curated grocery destination of ~1,100 SKUs
• The three pathways to get on their platform: opportunity buys, LTOs, and replenishment
• What a winning pitch email actually looks like (hint: know their assortment before you reach out)
• Why transparency about your pricing, MOQs, and operations matters more than a perfect margin
• What categories they're actively looking to fill right now: dairy, frozen, charcuterie, and more
• Why some brands that underperform elsewhere absolutely soar on Misfits — and the "1 in 1,100" advantage
• Live brand pitches from the audience — and which ones made the Misfits team's eyes go wide

Episode Links:

Brands who pitched:

• Vital Halva — Brooklyn sesame bar, 19g fiber, 12g protein: https://vitalhalva.com/
• Veggie Vice — Freeze-dried veggie chips (zucchini & salt, broccoli sour cream & onion), viral on TikTok: https://www.veggievice.com/
• Nout — Macadamia nut butter with black sesame and matcha: https://www.merriam-webster.com/dictionary/nout
• Aveyo  — Avocado mayo made from actual avocados, 75% less fat/calories than oil-based mayo: https://www.aveyolife.com/ 
• Little Gourmets — Fresh, veggie-rich, globally inspired baby food: https://lilgourmets.com
• Ptashka — Fully cooked frozen sweet & savory crepes: https://www.ptashkacrepes.com
• Pezzy Pets — Pet treats made from invasive species sourced from fishermen and hunters: https://pezzypets.com/
• SAYSO  — Stick pack cocktail/mocktail mixes, dehydrated, low sugar: https://drinksayso.com/
• Reclamation Foods — Upcycled Korean-style bone broth, shelf stable, jiggles in fridge: https://reclamationfoods.com/
• Pantry Gems  — Single-tablespoon tomato paste portions: https://pantrygems.co/
• OH MY!  — Spoonable dessert butter in jars and squeeze pouches, gluten/dairy free: https://eatohmy.com/collections/dessert-butters
• Hot Girl Sauce— Squeezable chili oil bridging chili crisp and hot sauce categories: https://thehotgirlsauce.com

Reach the Misfits buying team directly: 📧 procurement@misfitsmarket.com

Connect with the guests:

• Misfits Market Website: https://www.misfitsmarket.com/
• Stephen Edelman, Sr. Director Category Management, Misfits Market 
  LinkedIn: https://www.linkedin.com/in/stephenedelman/
• Jessie Kimsey, Associate Director Vendor Strategy & Category Innovation, Misfits Market
  LinkedIn: https://www.linkedin.com/in/jessie-kimsey-80023266/
• Emma Dineen, Category Manager, Misfits Market
  Linkedin: https://www.linkedin.com/in/emmadineen/
• Shop Misfits Market: https://www.misfitsmarket.com/hp58

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Springdale invests in brands doing $1–$15 million in revenue, with a sweet spot of $1–$5 million, partnering with founder-led brands at the seed and Series A stage. What sets them apart isn't just the check—it's that every person on the team, from founding partners Genevieve and Dan to Mollye herself, has operated inside consumer brands. That operating DNA shapes everything from how they evaluate deals to how they show up for founders over a five-to-ten year investment relationship.

Mollye and Hannah dig into what Springdale is actually looking for when they underwrite a deal: repeat purchase data, velocity across retail and DTC, a clear path to $100M+ in revenue, and a believable exit story. But just as important as the metrics is the founder—someone who understands their unit economics cold, can attract and inspire a team, and responds to feedback in a way that signals they'll be a good long-term partner.

They also tackle one of the trickiest questions in early-stage fundraising: how do you communicate scale potential when you're building in an unproven or emerging category? Mollye's answer is practical—get retailer feedback, find tangential comps, and make it as easy as possible for investors to see where your product lives on shelf.

Throughout the conversation, Mollye and Hannah discuss the investment journey from first check to exit, why cash management and hiring are the two things Springdale spends the most time on post-investment, and what founders should be asking investors before they sign anything.

Listen in as they cover:

• Springdale's investment thesis: categories, check sizes, stage, and what "early stage" really means
• Why the team's operating background shapes how they partner with founders
• How trends factor into (and don't drive) Springdale's investment decisions
• Current areas of excitement: protein, GLP-1 tailwinds, fiber, and frozen
• The diligence pillars Springdale anchors on — repeat data, velocity, scale path, and exit potential
• Why understanding your own unit economics might be the single most important founder trait
• How to communicate category size when you're building something genuinely new
• What the company profile looks like at investment vs. exit
• Why $100M in revenue is Springdale's general threshold for believable exit conviction
• A Slack community case study: how long do you actually need to show traction?
• How to build a relationship with Springdale before you're ready to raise
• Advice for anyone who wants to break into CPG investing

Whether you're a founder preparing to fundraise, an operator thinking about making the jump to the investing side, or just someone who wants to understand how early-stage CPG capital actually works, this episode is packed with actionable insight.

Episode Links:

• Springdale Ventures: https://www.springdaleventures.com/ 
• Deal intake form: available on the Springdale website
• Molly Santulli on LinkedIn: https://www.linkedin.com/in/mollyesantulli/ 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Jessica shares how growing up in a "weird food house" in the 90s, running long distances without a watch, and a doctor's simple advice to sprinkle hemp seeds on everything all converged into a brand built on one core belief: nourishment shouldn't be stressful. PlantChi isn't trying to make you a Greek God. It's trying to make you feel a little more nourished—one sprinkle at a time.

With a background in marketing and a previous natural frosting company whose customers included some of the top ultra runners in the world, Jessica brings both creative instincts and hard-won CPG experience to PlantChi. She's self-funded, scrappy, and deeply intentional—using farmer's markets as live market research, updating packaging based on real customer feedback, and choosing to slow down on retail expansion in early 2026 to first build a strong online community and education foundation.

Caitlin and Jessica dig into why 62% of consumers no longer believe health claims, why seeds don't need to be revolutionary to be powerful, and why PlantChi's positioning—real food that just happens to be nutritious—is landing at exactly the right cultural moment. They also cover Jessica's honest take on protein label deception, the underrated power of independent retailers, and why anyone starting a food business just to make fast money is, in her words, what's wrong with the industry.

Throughout the conversation, they discuss the parallels between PlantChi and the broader consumer fatigue with wellness as performance, the buzz around fiber and protein heading into 2026, and why a product toddlers keep coming back to at a vegan festival might be the ultimate market validation.

Listen in as they cover:

• Why Jessica built PlantChi as an antidote to wellness optimization culture
• How farmer's markets became her most valuable (and actionable) market research tool
• The packaging update that came directly from customer feedback
• Why seeds are an underrated, nutrient-dense answer to the protein and fiber craze
• The truth about misleading protein claims and consumer trust in food brands
• Her strategy of pausing retail growth to invest in community and education first
• What independent retailers like Happier Grocer and Levers Locavore taught her about launching smart
• Her advice to founders: follow your heart, stay resourceful, and don't ruin the industry
• How PlantChi compares to everything but the bagel seasoning—and why it wins on nutrition

Whether you're a founder looking for a grounded approach to brand building, a buyer searching for a joyful new addition to the spice aisle, or a consumer who's exhausted by wellness culture and just wants to eat good food, this episode is for you.

Episode Links:

Jessica Hamel — Founder, Plant Chi
 🔗 LinkedIn: https://www.linkedin.com/in/jessicarhamel/ 
 🌐 Website: https://plantchi.life/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Rachel explains why the manufacturing process represents 60% of what you're actually building, walks through how to use platforms like Keychain and PartnerSlate to start that search, and shares the real story of bringing Island Vibe — musician Pretty Kenny's cocktail mixer — from kitchen concept to award-winning pasteurized beverage. She and Adam also dig into the sweetener landscape: why allulose and erythritol are letting formulators down on functionality, why small amounts of real sugar are quietly making a comeback, and date sugar's surprising FDA classification.

Listen in as they discuss:

• Why co packer conversations should come before any R&D
• How having a food scientist gets you taken seriously by manufacturers
• The Island Vibe cocktail mixer story: concept to production run
• Co packer negotiating dynamics — and why founders need to bend more than they think
• The "cleanish label" trend: small amounts of real sugar returning for functionality
• Why allulose won't crystallize and erythritol won't brown
• Date sugar's status as a non-added sugar under current FDA guidance

Episode Links:

Rachel Zemser - Food Science Industry Consultant, A La Carte Connections
🔗 Website: www.alacartconnections.com
🔗 LinkedIn: https://www.linkedin.com/in/culinologist/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Adam's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Bill breaks it down in the most satisfying way — that irresistible aroma that hits you the second hot water meets a tea bag? That's your essence. The body, color, astringency, and mouthfeel that makes a tea beverage actually taste like tea? That's your extract. Together, they're what makes a great RTD tea tick.

Vibrant Ingredients is the world's largest private equity-owned natural ingredients provider, and they're doing a lot more than tea. The conversation covers cold brew coffee extracts, natural flavors, functional ingredients like L-theanine, EGCG, and natural caffeine — all using a pure water-based extraction process that keeps things clean and natural. Bill also shares his tips for formulators and brand founders on how to move quickly from concept to commercialization by knowing your "must haves" vs. your "nice to haves" and partnering with ingredient suppliers who actually understand your brand's mission.

If you're working on a tea, coffee, or functional beverage — or just curious how your favorite RTD gets that fresh-brewed character — this one's for you.

🔗 Get in touch with the Vibrant Ingredients team: https://bit.ly/4d9gWjJ 

🔗 Connect with Bill Hayes on LinkedIn: https://www.linkedin.com/in/bill-hayes-83008764/

Listen in as they discuss:

• The real difference between a tea essence and a tea extract (and why both matter)
• How Vibrant Ingredients uses pure water extraction to keep things natural
• What categories use tea essences and extracts (hard teas, RTDs, functional beverages, and more)
• When and why alcohol or other solvents might be used instead of water
• Functional add-ins: L-theanine, EGCG, natural caffeine, antioxidants
• Tips for formulators: how to move fast and partner effectively with ingredient suppliers
• The full scope of what Vibrant Ingredients offers — from concept to commercialization

Episode Links:

Get in touch with the Vibrant Ingredients team: https://bit.ly/4d9gWjJ 

Guest: Bill Hayes, Director of R&D Applications, Vibrant Ingredients
Website: https://vibrantingredients.com/
LinkedIn: https://www.linkedin.com/in/bill-hayes-83008764/ 

About Startup CPG: Startup CPG is the largest community for emerging CPG brands: 35,000+ Slack members, the #1 podcast in CPG, 100+ events per year, and award-winning resources to help brands grow. Join free today: https://startupcpg.com/sign-up

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)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Adam brings 12+ years of food science experience, having founded two food businesses (Better Meat Company and Sobo Foods), hosted 300+ episodes of the My Food Job Rocks podcast, and built his consultancy UmaiWorks around helping people turn ideas into real products. In this introductory episode, Daniel and Adam talk about what R&D Radio is, why it exists, and what brands can expect from upcoming episodes.

Listen in as they discuss:

• Why Startup CPG launched R&D Radio and what it aims to do for emerging brands
• Adam's background as a food scientist, entrepreneur, and podcast host
• The launch of Startup CPG's first-ever Product Developer Directory—and how it was built
• What makes a great formulator-brand relationship, and why personality matters as much as technical skill
• The different ways product developers work: from 0-to-1 concept development to co-packer navigation to hands-on lab assets
• Adam's own "passion ingredient" focus on Asian flavors—and why finding a formulator who's excited about your product changes everything
• What brands should pay attention to as they listen to upcoming R&D Radio episodes

Episode Links:

Adam Yee – Food Scientist, Entrepreneur & R&D Radio Host 

• LinkedIn: https://www.linkedin.com/in/itsmeadamyee/ 
• UmaiWorks: https://www.umaiworks.com/

Startup CPG Product Developer Directory: https://startupcpg.com/product-developer-directory

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Sumeet brings over 14 years of experience across consumer investing, private equity, and venture capital. His journey spans early work with PE-backed consumer brands, helping launch Brand Foundry Ventures, early backer of Allbirds, Cotopaxi, and Yumi, and Swiftark Ventures, before ultimately founding VHS Ventures in 2023, a firm built around what he calls a "village mentality." VHS fully deployed its first fund into 20 companies in just 18 months.

Throughout the conversation, Sumeet breaks down VHS Ventures' circular thesis across consumer products and commerce infrastructure, explains why contextual commerce is the next evolution beyond omnichannel, and shares his firm's rigorous yet relationship-driven approach to diligence. He dives deep into why he prioritizes balance sheet health over P&L optics, walks through liquidity ratios including current vs. quick ratio and cash conversion cycle, and explains why the "why" behind the numbers matters just as much as the numbers themselves.

Sumeet also opens up about what a first investor meeting should actually feel like, a conversation not an interview, why transparency is non-negotiable in the founder-investor relationship, and why not every great company needs to be venture-backed. He closes with a reminder that investors, including himself, are approachable and encourages founders to reach out genuinely.

If you're fundraising, evaluating potential partners, or just want to understand how experienced investors think about your business's financial health, this episode is packed with both insight and heart.

Listen in as they discuss:

• Sumeet's journey from PE to Brand Foundry to Swiftark to VHS Ventures VHS Ventures mandate: pre-seed to seed focus, $250K–$500K checks scaling to $1–3M through Series A 
• The "village mentality" and how LPs, board members, and founders all share in success
•  Contextual commerce and the evolution beyond omnichannel 
• Commerce infrastructure and the role of AI in supply chain and customer profiling Diligence deep dive: why balance sheets matter more than P&Ls Current ratio vs. quick ratio and what they reveal about financial health 
• The cash conversion cycle and what it means for wholesale brands 
• Why transparency in diligence is the foundation of the founder-investor relationship 
• What a first investor meeting should feel like and what fit really means 
• Advice for founders: eternal curiosity, resisting ecosystem pressure, and finding your believer 
• Breaking into consumer investing: building your platform and finding your passion

Episode Links:
Sumeet Shah — Founder & Managing Partner, VHS Ventures 
LinkedIn: https://www.linkedin.com/in/sumeethshah/ 
Company LinkedIn: https://www.linkedin.com/company/vhs-vc/ 
Website: https://www.vhs.vc/ 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Keya opens up about going from custom desserts and a Food Network championship to overnight CPG founder, how her husband's reluctance to eat Indian food became the unlikely spark behind her flavor philosophy, and why making bold, cultural flavors accessible and affordable to everyone is at the core of everything she does. She also gets candid about burnout as a solo founder, the lessons she's still learning, and what she hopes her seven-year-old daughter takes away from watching her build something from nothing.

Whether you're a founder, a retailer, or just someone who needs a better chip in their life, this episode delivers.

Listen in as they discuss:

• How a pandemic pivot from custom desserts accidentally launched a chip brand
• The origin of Bombay Spice: making Indian flavor approachable for an American palate
• The deeply symbolic design behind Keya's packaging—and why her face represents every woman who has ever fed anyone
• Why she fought hard to keep the MSRP accessible, and what happened when a shopper thought it was $12.99
• What single-origin organic spices from India have to do with respecting the consumer
• The "sea of sameness" in the chip aisle and what Keya wants retailers to hear
• Burnout, walks, and buying too much makeup: how she stays grounded as a solo founder
• A third flavor on the way and what's next for Keya's Snacks

Episode Links:

Keya Wingfield — Founder & CEO, Keya's Snacks 

🔗 LinkedIn: https://www.linkedin.com/in/keya-wingfield/ 

🌐 Website: https://www.keyaandco.net 

📸 Instagram:
https://www.instagram.com/keyaandco/

https://www.instagram.com/keyassnacks/ 

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Daniel walks through exactly how the events work — from filling out your one-pager to getting matched for 10-minute 1:1 meetings with active VCs — and makes a strong case for why getting your ticket early is essential. He also shares the impressive VC lineups already confirmed for Los Angeles and New York, and gives practical tips for how to show up prepared and make the most of your time.

Whether you're actively fundraising or just starting to build relationships with investors, this episode will help you decide if the Roadshow is right for you — and how to get the most out of it.

Listen in as Daniel covers:

• What the Founders & Funders Roadshow is and how it differs from the flagship December event
• How the one-pager and 1:1 meeting matching process works — and why you can't wait until the last minute
• The VC lineups confirmed for Los Angeles (April 27) and New York City (May 12)
• What to expect at the event: 1:1 meetings, panels, and open networking
• How to approach early VC conversations even if you're not actively raising
• Tips for making the most of your 10-minute meeting
• Upcoming cities: Austin (June 9) and San Francisco (August 17)

Episode Links:

🎟 Founders & Funders Roadshow — Los Angeles, April 27: https://www.eventbrite.com/e/founders-funders-roadshow-los-angeles-tickets-1982555454734?aff=oddtdtcreator

🎟 Founders & Funders Roadshow — New York City, May 12: https://www.eventbrite.com/e/founders-funders-roadshow-nyc-tickets-1983269882607

🎟 Founders & Funders Roadshow — Austin, June 9: https://www.eventbrite.com/e/founders-funders-roadshow-austin-tickets-1983637326642

🎟 Founders & Funders Roadshow — San Francisco, August 17: Coming soon

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Ian breaks down what custom flavors actually are and when you need them, how FlavorSum's "solutions model" covers everything from marketing insights and regulatory affairs to sensory and analytical support, and why their "Amazon-like" approach—samples within 48 hours, pricing within 24—sets them apart. He also shares a great example of a father-daughter duo who came in for an in-person tech session and walked out with a finished non-alcoholic beverage concept in hours.

Whether you're a brand trying to understand what to look for in a flavor supplier or a formulator evaluating partners, this episode gives you a quick but packed look at how the right flavor house can accelerate your go-to-market.

Listen in as they discuss:

• What custom flavors are and when off-the-shelf options aren't enough
• The FlavorSum solutions model: marketing insights, regulatory, sensory, and analytical all under one roof
• Why response time matters—and how FlavorSum built their business around 24–48 hour turnarounds
• FlavorSum Access: a 24/7 portal for technical and safety data sheets
• What brands should be asking about their flavors: claims, heat and pH stability, shelf life, and retailer compliance
• How to get ahead of supply chain disruptions before they delay your production

Episode Links:

Ian Haworth – Business Development Director, FlavorSum

🔗 LinkedIn: https://www.linkedin.com/in/ian-haworth-54561328/

🔗 Company LinkedIn: https://www.linkedin.com/company/flavorsumllc/

🌐 Flavorsum Website: https://www.flavorsum.com/contact

Startup CPG Product Developer Directory: https://startupcpg.com/product-developer-directory

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Megan shares the origin story of the Non GMO Project—starting from a laptop on her bedroom floor with no desk and no salary—and draws powerful parallels to the cultural moment we're in now around ultra processed foods. She explains how the Non UPF Verified standard was designed to find a meaningful middle ground: not rubber-stamping all industrially produced food, but also not making the bar so high that no brand can realistically achieve it. The standard requires that at least 70% of a verified product's ingredients be minimally processed, prohibits ultra processed ingredients like hexane extraction and non-nutritive sweeteners, and sets category-specific limits on refined added sugars.

The conversation dives into what ultra processed really means (and why the definition is more contested than you'd think), how this standard differs from organic and Non GMO, and why 52% of consumers now say degree of processing is their number one concern when buying food—more than GMOs or organic. Megan also shares early momentum: 300+ brands on the waitlist, 115 products already verified through the pilot, and early adopters including Amy's, Simple Mills, and Spindrift.

Whether you're a founder formulating a new product, a brand considering certification, or a buyer trying to make sense of the UPF conversation, this episode is essential listening.

Listen in as they discuss:

• How the Non GMO Project started from scratch—one laptop, no desk, no salary—and what made it take off
• What "ultra processed" actually means and why the definition matters so much
• The Non UPF Verified standard: prohibited ingredients, the 70% minimally processed requirement, and category-specific sugar limits
• How Non UPF Verified differs from organic, Non GMO, and clean label claims
• Why 52% of consumers cite degree of processing as their top concern—surpassing GMOs and organic
• The business case for early-stage brands to formulate for this standard from day one
• What the certification process looks like: document-based, no on-site inspections, no testing required
• How legacy CPG brands are responding (spoiler: new product launches, not reformulations)
• Early pilot brands: Amy's, Simple Mills, and Spindrift
• Where to find the standard, consumer research, and how to get started at non-ultra-processed.org

Episode Links:
Megan Westgate – Founder & CEO, Non-GMO Project + Non-UPF Verified
🔗LinkedIn: https://www.linkedin.com/in/meganethompson/
🔗Non UPF Verified LinkedIn: https://www.linkedin.com/company/non-upf-verified/
🌐 Website: https://www.nonultraprocessed.org/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Jamie shares his path from brand management training at Kraft Foods (Chips Ahoy, Ritz, Back to Nature, 100 Calorie Packs) to scaling high-growth startups including Food Should Taste Good (acquired by General Mills), Justin's (acquired by Hormel), and Grillo's Pickles (acquired by King’s Hawaiian)—each a chapter in over 20 years of CPG leadership. After years of presenting to boards, traveling relentlessly, and building businesses from scrappy startup to national category leader, Jamie channeled everything he learned into JCB Growth, a board-level advisory practice helping emerging CPG founders navigate growth strategy, leadership inflection points, and the journey toward exit.

Throughout the episode, Jamie shares how he evaluates brands and founders (product, brand name, founder energy, velocity data, margin structure, and scalability), what the ideal advisor-company relationship looks like in practice (weekly check-ins, catered to life stage and founder needs), and why the advisor role is as much about being a trusted thought partner and confidant as it is about strategic guidance. He also offers a compelling perspective on D2C as a proof-of-performance strategy for early-stage brands seeking investment, and why building brand equity before jumping into national retail may be the smarter path.

Whether you're a founder wondering when to bring on an advisor, an operator thinking about transitioning to an advisory role, or a brand trying to understand what board-level support actually looks like, this conversation offers clarity, candor, and a lot of hard-won wisdom from someone who has been in the weeds—and come out the other side.

Listen in as they discuss:

• Jamie's path: Kraft Foods (Chips Ahoy, 100 Calorie Packs) → Food Should Taste Good → Justin's → Grillo's Pickles → Independent Advising
• How to evaluate external partners: match gaps, life stage understanding, category knowledge, and mutual fit
• What the ideal advisor relationship looks like: weekly one-on-ones, situational support, catered to founder style and business needs
• Advisor vs. fractional: strategic mentorship and thought partnership vs. operational execution
• The lifecycle of an advisorship: from pre-Series A through exit, and when relationships evolve or end
• How Jamie evaluates brands: brand name, packaging, founder energy, velocity data, margin structure, scalability, and exit optionality
• Case studies: Rind Snacks (Matt Weiss's vision for snacking), Actual Veggies (iconic brand potential), Stone & Skillet
• Lessons learned: build the foundation first—forecasting, co-packer management, cash flow planning, and margin structure
• Handling obstacles well: accountability, transparency to the board, and human leadership in tough moments
• D2C as a proof-of-performance strategy: why early-stage brands with D2C traction have a fundraising advantage
• Why investors need data: velocity, Amazon ratings, brand metrics—not just a buyer saying "great"
• When to bring on an advisor: it's a gut-level call, not a revenue milestone
• Advice for operators transitioning to advising: be yourself, know where you add value, meet people organically

Episode Links:

Jamie Borteck, Independent Board Member/Advisor

LinkedIn: linkedin.com/in/jamieborteck

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Emmanuel and Courtney share how two cousins who barely knew each other connected during the height of COVID-19 to build a bourbon brand named after Hillside High School—the oldest African American high school in the United States, located in Durham, North Carolina, one of five Black Wall Streets in America. They dig into the barriers Black founders face in a $40 billion spirits industry where African Americans represent nearly 12% of consumers but less than 1% of ownership, and explain why telling the stories that history tries to erase is at the heart of everything they do.

From the black jockeys who dominated the Kentucky Derby in the 1800s, to the trailblazing female jockeys of the early 1900s, to the Harlem Hellfighters—the first African American unit to fight in World War I—Old Hillside doesn't just make bourbon. They let the stories create the bourbon. And they've broken records doing it, becoming the fastest-selling bourbon in the state of North Carolina at their very first ABC Store demo.

Fair warning: you might get emotional. Caitlin did.

Listen in as they discuss:

• How a pandemic-era DM on Instagram launched a bourbon company between cousins who barely knew each other
• The history behind the name: Hillside High School and Durham's Black Wall Street legacy
• Representing less than 1% of ownership in a $40 billion market—and building anyway
• The Black jockeys who dominated horse racing in the 1800s, featured on their Last Ride Rye bottle
• The Trifecta bottle honoring three pioneering female jockeys—and the moment two families who knew each other in the 1930s met for the very first time at an Old Hillside event
• The Harlem Hellfighters release: aged 191 days, finished in French Pinot Noir barrels, proofed at 112
• Breaking records at their first ABC Store demo and becoming the fastest-selling bourbon in North Carolina
• Bootstrapping for six years in one of the most capital-intensive industries in CPG
• Why they don't just want to be the best Black-owned bourbon—they want to be the best bourbon, period

Episode Links:

Old Hillside Bourbon Company

Website: https://www.oldhillsidebourboncompany.com

Instagram: https://www.instagram.com/oldhillsidebourbonco/

Emmanuel Waters — Co-Founder, Old Hillside Bourbon Company

LinkedIn: https://www.linkedin.com/in/emmanuel-waters-4740989a

Courtney Tucker — Co-Founder, Old Hillside Bourbon Company

LinkedIn: https://www.linkedin.com/in/courtney-tucker-79918527

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Adam and Gabby break down the hidden complexity of raising money from people you know: why side deals with Uncle Vinnie can derail your Series A, why a term sheet matters even in a casual round, and how investor relations—yes, even with family—require consistent communication to preserve trust. The conversation digs deep into institutional fundraising prep, covering why building your data room early is one of the highest-leverage things a founder can do, and how to negotiate a term sheet that protects your board control and limits investor blocking rights before you ever get to the 50-page long-form documents.

Throughout the episode, Adam and Gabby share hard-earned lessons from the trenches: a six-figure IP ransom that nearly derailed an acquisition the week before close, a co-manufacturer whose product separated on shelf with no contractual out for the brand, and why sweat equity given to advisors and consultants can quietly balloon your cap table in ways that displease future investors. They explain how to vet distributor agreements (especially with DSDs), why specificity in your manufacturing specs is your best legal protection, and why thinking about your eventual exit should shape how you structure commercial contracts from day one.

Whether you're setting up your first entity, giving equity to an advisor, signing your first co-man agreement, or preparing for a transaction, this episode delivers honest, tactical guidance from attorneys who've made it their life's work to help CPG brands succeed.

Listen in as they discuss:

• Friends and family rounds: why you need a term sheet, how side letters can wreck your Series A, and the importance of investor communication
• Institutional fundraising: building your data room early, negotiating term sheets before long-form docs, and what founders should fight for (small board, limited blocking rights)
• Advisor equity: stock options vs. restricted stock, tying vesting to milestones, and why sweat equity isn't as "free" as it looks
• Entity formation: why LegalZoom is risky and when a boutique CPG law firm is worth the investment
• Getting sued: the top threats brands face—unpapared equity promises, IP ownership disputes, and label compliance failures
• Distribution agreements: termination fees, exclusivity carve-outs, deliverables, and how to negotiate with DSDs vs. broadliners
• Co-manufacturer agreements: owning your IP and formula enhancements, carving out exclusivity when demand spikes, and getting specific with your specs
• Exit readiness: how messy commercial contracts, hidden related-party relationships, and IP ambiguity can derail a deal at the finish line

Episode Links:

Website: https://gllaw.us/

Linkedin: https://www.linkedin.com/company/giannuzzi-lewendon-llp/

Adam Marsh – Giannuzzi Lewendon

https://www.linkedin.com/in/adam-marsh-847a8571/

Gabrielle McGonagle – Giannuzzi Lewendon

https://www.linkedin.com/in/gabrielle-mcgonagle-803b2b21/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Jesse shares his unconventional path from running a food truck in Washington D.C. (serving gourmet hot dogs and hand-cut fries) to opening a burger restaurant—on a 10-year lease—right as COVID hit, to making the bold pivot into frozen CPG with Jesse & Ben's. Built on a simple but powerful idea—bringing frozen french fries back to their original glory with better-for-you oils (beef tallow and avocado oil), clean sourcing, and zero fillers—Jesse & Ben's has quickly become a true food industry darling, landing nationwide distribution at Whole Foods and Sprouts in their first full calendar year, with Target, Kroger, and Costco on the horizon.

Throughout the episode, Jesse pulls back the curtain on his fundraising journey from a friends-and-family SAFE round (20+ investors, hundreds of thousands to ~$1M) to a more institutional process driven by real velocity data, social proof, and competitive FOMO. He reveals how his valuation cap changed three times in one week once investors realized others were circling, why fundraising is a full-time job and a momentum game, and how he and co-founder Ben divided and conquered—Jesse running the investor process while Ben stood up a 6,000 sq ft production facility from scratch in 2025.

Jesse also shares what he looked for in investment partners (back-channel references, not just curated intros), how to size a fundraising round (raise more than you think you need), and why the only way to lose in CPG is to run out of money.

Whether you're raising your first friends-and-family round, preparing for an institutional process, or trying to figure out how much capital you actually need, this conversation is packed with hard-won, practical wisdom from a founder who's lived every stage of it.

Listen in as they discuss:

• Jesse's background: D.C. food truck → burger restaurant → COVID pivot → frozen CPG
• The origin of Jesse & Ben's: clean-sourced frozen french fries made with beef tallow and avocado oil
• "Turning junk food into joy food": the brand mission and why focus wins
• Vertically integrating production: opening a 6,000 sq ft frozen manufacturing facility in 2025
• The first fundraise: friends, angels, and small VCs via SAFE notes on a rolling basis
• Why fundraising is a full-time job and a momentum game—not a nights-and-weekends project
• Running a competitive process: how FOMO moved their valuation cap three times in one week
• What investors actually leaned into: velocity data, fanatical customers, social proof
• How to select investors: back-channel references, horror stories, and who you want to call in a crisis
• Sizing your round: raise more than you think you need and always build in a runway buffer
• The only way you lose in CPG: running out of money
• Advice for founders: think with the end in mind, divide and conquer, run a process

Episode Links:

Jesse Konig — Co-Founder & CEO, Jesse & Ben's

Personal LinkedIn: https://www.linkedin.com/in/jessekonig/
Website: https://www.jesseandbens.com/ 

LinkedIn: https://www.linkedin.com/company/jesse-and-bens/

Instagram: https://www.instagram.com/jesseandbens 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Lindsay shares how nearly two decades in food—starting on the retail side, then moving to manufacturing—gave her both the expertise and the courage to bet on herself. After the acquisition of her previous company by Kind Snacks and the unexpected upheaval of a divorce, she found herself at a crossroads: keep climbing the corporate ladder or build something of her own. She chose the latter. My Better Batch was born from a simple but powerful insight: there's a massive gap between the cookie mix you grab off the grocery store shelf and the homemade cookie you actually want to eat. Lindsay set out to bridge that gap—delivering a shortcut that moms can feel genuinely good about.

In less than two years in market, the results have been remarkable. My Better Batch landed in the Sprouts Forager set, Thrive Market, Lowe's Foods, the Fresh Market, Metropolitan Market, and Target—where Lindsay was accepted into the Target Accelerator program after meeting the team at a trade show. She also won the Good Housekeeping Best Snack Award and earned feature coverage in Parade magazine and All Recipes. And she did most of it as a solopreneur with a lean team of fractional consultants.

Lindsay reflects on what it takes to build momentum quickly as a small brand, why getting the product into people's mouths is everything, and how community—through networks like Startup CPG—provides the validation and feedback that a solo founder can't always find internally.

Listen in as they discuss:

• Lindsay's career path: retail → manufacturing → building a company sold to Kind Snacks → solopreneur at 40
• How divorce became an unexpected catalyst for building My Better Batch
• What makes My Better Batch different: clean label, non-GMO, homemade taste without the effort
• Shipping the first order in April 2024 and growing from DTC to national retail in under two years
• The Sprouts Forager set, Thrive Market, Target, Lowe's Foods, the Fresh Market, and Metropolitan Market
• Getting accepted into the Target Accelerator program
• Baking thousands of cookies in an Airbnb to prep for her first trade show
• Why quality of connections matters more than quantity
• The Good Housekeeping Best Snack Award and major press in Parade and All Recipes
• Dream retailers on the wishlist: Wegmans and H-E-B
• Operating as a solopreneur: fractional teams, LinkedIn's "Real CPG Journey" series, and finding validation in community

Episode Links:

My Better Batch

Website: https://mybetterbatch.com/

Instagram: https://www.instagram.com/mybetterbatch

LinkedIn: https://www.linkedin.com/company/mybetterbatch/

Lindsay Hancock — Founder, My Better Batch

LinkedIn: https://www.linkedin.com/in/lindsayhancock/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Alex Malamatinas shares what makes a founder truly stand out in a short meeting—charisma, clear vision, and product differentiation—and why meeting in person unlocks things a deck simply can't. Alex Michealsen breaks down his methodical approach to pitching: leading with questions for the investor, then firing off the numbers that matter most (velocity, contribution margin, channel performance) before the bell rings. He also introduces the "CPG triangle"—margin, velocity, and cash flow management—as the framework every operator should run every decision through.

The conversation covers the nuances of margin (why contribution margin is the only one that truly matters when running a business), how to build investor relationships over years rather than days, and why the prep work before an event like Founders & Funders is just as important as the meetings themselves. Both guests also offer candid feedback on how to make the event even better next year.

Whether you're an early-stage brand trying to break into the investor ecosystem, a founder preparing your first pitch, or just trying to understand what VCs are actually looking for, this episode delivers honest, tactical insight from two people who've been on both sides of the table.

Listen in as they discuss:

• The Founders & Funders format: curated one-on-one meetings, 70 VCs, 160 brands, and 600+ meetings in a day
• What makes a founder stand out in a 10-minute meeting: vision, charisma, and knowing your numbers cold
• Alex Michealsen's pitch framework: interview the investor first, then lead with velocity and contribution margin
• The CPG triangle: why margin, velocity, and cash flow management are the only three things that matter as an operator
• Margin explained clearly: product margin vs. gross margin vs. contribution margin—and why contribution is king
• Why beverage brands' Amazon contribution margin is often lower than retail despite higher gross margin
• Building investor relationships over years, not days—and why most of Leisure's investors took two years to close
• PR and content from the event: hot deals of 2025, trends vs. fads, real talk on margins, deal terms 101, and a keynote with Paul Vogue
• Ideas for leveling up Founders & Funders: wildcard meetings for early-stage brands and mixed founder-investor social events
• The Startup CPG Roadshow: a mobile version of Founders & Funders coming to major cities in 2025

Episode Links: 

Founders and Funders: fandf.startupcpg.com

Alex Malamatinas – Founder & Managing Partner, Melitas Ventures
LinkedIn: https://www.linkedin.com/in/alex-malamatinas-17a25124/

https://www.linkedin.com/company/melitasventures/

Alex Michealsen – Co- Founder & CEO, Leisure Hydration 

LinkedIn: https://www.linkedin.com/in/alex-michaelsen-35b395162/

https://www.linkedin.com/company/leisure-hydration/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Ryan shares his path from investment banking at Houlihan Lokey (advising on the sell-side of Snack Factory/Pretzel Crisps) to CFO of a venture-backed coffee brand, to building Northhall—a full-cycle accounting and finance partner exclusively focused on CPG companies. Northhall serves brands from pre-revenue through approaching nine figures of revenue, acting as a one-stop shop for bookkeeping, controller functions, financial modeling, FP&A, and fundraising readiness.

Throughout the episode, Ryan breaks down critical concepts founders often hear but don't fully understand: gross-to-net revenue, chart of accounts and the general ledger, gross margin vs. contribution margin, and how to think about channel-level economics. He explains the three-stage accounting lifecycle of a CPG brand, why connecting the GL directly to your financial model speeds up decision-making, and why adding software too early can do more harm than good.

Ryan also offers a framework for fundraising readiness—including why optimizing for valuation while your bank account is declining is one of the most common and dangerous traps founders fall into, why capital efficiency (revenue divided by capital burned) is one of the clearest signals of value creation, and why early-stage brands should prioritize 3x growth over near-term profitability.

Whether you're a founder picking up QuickBooks for the first time, preparing for your first institutional raise, or just trying to understand what investors are actually looking at when they review your financials, this episode offers clear, grounded, and immediately actionable guidance.

Listen in as they discuss:

• Ryan's path: Houlihan Lokey investment banking → CFO of a venture-backed coffee brand → founding Northhall
• Northhall's focus: full-cycle accounting + finance for CPG brands from $3M–$100M+ in revenue
• Why CPG finance is different: inventory, sell-in vs. sell-through, gross-to-net spreads, accruals, trade deductions
• The three-stage accounting lifecycle: family bookkeeper → QuickBooks + quality spreadsheets → full enterprise reporting
• Gross-to-net revenue: why booking your Shopify or Amazon payout as revenue understates your true sales
• Chart of accounts / GL 101: what it is, why it matters, and how to structure it
• Gross margin vs. contribution margin: a clear, step-by-step breakdown with examples
• Channel-level economics: why understanding margin by channel (DTC, Amazon, distributor, retail) is the right level of detail for sub-$10M brands
• Offline deductions: UNFI/KeHE chargebacks, trade rates, and how to peel back the layers over time
• The "what happened to my $1" framework for conceptualizing unit economics
• Fundraising traps: anchoring to outlier deal terms, optimizing valuation while burning cash
• Key investor KPIs: capital efficiency ratio (revenue ÷ capital burned), growth rate, and why 3x early beats near-term profitability
• Advice for founders: find real product-market fit, take bigger pivots instead of incremental tweaks
• How to break into CPG finance: the "give first" philosophy and building the Food and Beverage Investor Database

Episode Links:

Ryan Williams — Founder, Northhall
🔗 LinkedIn: https://www.linkedin.com/in/ryanstuartwill/

🌐 Website: https://www.northhall.com/

https://www.linkedin.com/company/northhall/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Kun shares how he and his co-founder Mo—both doctors of pharmacy—were living with a roommate studying heart health in 2019 when the Framingham Heart Study caught their attention. The data showed that people consuming one artificially sweetened drink per day had a 3x increased risk of stroke and dementia compared to those drinking full-sugar beverages. That finding, combined with mounting evidence on artificial dyes, lit a fire under them to build something better—especially as they were starting their own families and looking around at the same legacy, neon-colored hydration drinks that had filled grocery aisles since their childhoods.

Rather than raising institutional capital and hitting the gas immediately, Kun and Mo applied a scientific approach to brand building: test, iterate, improve, and keep going without ego. They launched with a cactus water positioning that got them into key accounts like Sprouts, Whole Foods, and H-E-B, then spent the next four years refining formulation, repositioning, and listening hard to customer feedback. The single greatest challenge, Kun reflects, was education—explaining the prickly pear ingredient itself slowed them down. Repositioning to lead with "natural hydration" unlocked a whole new level of resonance with their target consumer: young families who love better-for-you soda and energy drinks but haven't yet had a natural hydration option they'd actually reach for.

Throughout the conversation, Kun and Caitlin discuss the parallels between Pricklee's journey and Poppy's pivot from apple cider vinegar to soda, why coconut water built the demand for natural hydration without fully capitalizing on it, and why the category sequence of better-for-you soda → energy → hydration makes Pricklee's timing feel inevitable. Kun also shares the velocity growth Pricklee is seeing since launching 2.0 (200–400% depending on the channel), a fully subscribed (and oversubscribed) seed round, new distribution through Vistar, and two brand-new flavors debuting at Expo West 2026: Mixed Wild Berry and Juicy Watermelon.

Listen in as they cover:

• Why two pharmacists decided to disrupt the legacy hydration category
• What the Framingham Heart Study revealed about artificial sweeteners and brain health
• How Pricklee applied the scientific method to brand building and product-market fit
• The education challenge of leading with a prickly pear ingredient vs. a natural hydration benefit
• Why families are Pricklee's core target—and why toddlers are the ultimate product validators
• How coconut water created demand that Pricklee is positioned to capture
• The case for aluminum over plastic and why sustainability has become a growth driver
• Pricklee's distribution expansion into Vistar and the food service channel
• What's new with Pricklee 2.0: new formulation, new packaging, new flavors
• Two flavor announcements: Mixed Wild Berry and Juicy Watermelon debuting at Expo West 2026
• A fully subscribed seed round—and what's next for the brand

Whether you're a founder trying to find product-market fit, a buyer looking for the next natural hydration brand, or a consumer who's been searching for a better option than neon-colored plastic bottles, this episode is for you.

Note: Pricklee will be at Expo West Booth #8920 (ACC, Level 3)

Episode Links:

Website: www.pricklee.com

Instagram: https://www.instagram.com/drinkpricklee/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

After exhibiting at Expo West (and Expo East) more times than he can count, Daniel breaks down exactly how emerging brands can maximize ROI at one of the most overwhelming trade shows in the world: 70,000 attendees, 3,000 booths, and buyers with limited time.

From pre-show strategy and proactive buyer outreach to booth setup hacks, follow-up timing, scrappy sampling tricks, and how to avoid “stripping the screw” with buyers—this episode is a tactical, no-fluff guide for founders who want to turn booth investment into real retail traction.

Whether it’s your first Expo or your tenth, this episode will help you walk in with intention—and walk out with momentum.

Listen in as Daniel covers:

• Why you must build a real buyer target list before the show
• How to identify which buyers and distributors are attending
• Smart, proactive outreach strategies that actually get responses
• Pre-show marketing tactics to build buyer FOMO
• Booth design advice for early brands (don’t overspend!)
• Why product is always the hero—not your backdrop
• The #1 sampling mistake brands make (temperature matters)
• How to serve ice-cold beverages without buying booth electricity
• Using volunteers strategically so you don’t burn out
• How to spot and approach buyers—even if you don’t know their name
• The exact way to ask for buyer contact info without being pushy
• Lead scanners vs. scrappy note-taking: what Daniel recommends
• How and when to follow up after the show
• Playing the long game with retail relationships
• Booth logistics checklist: test your setup before you go
• The one thing you don’t want to be hunting for at Home Depot at 9pm
• Why you should bring two pairs of shoes (seriously)
• Applying to pitch competitions and retailer programs
• Leveraging LinkedIn in real-time during the show
• Why you should always carry product—even off the show floor
• Creative (and slightly sneaky) aisle strategies to intercept buyers

Expo is a massive investment. Daniel’s goal with this episode: help you make sure the magic moment happens when the right buyer walks into your booth.

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 @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

If last year was the year of protein, this year is shaping up to be the year of fiber. From prebiotic sodas to functional jams and bone broth, fiber is showing up in categories we never imagined.

Hannah and Taylor break down why consumers are suddenly obsessed with gut health, how the "Poppy effect" is influencing product innovation, and why people are starting to have preferred fiber types—just like they do with protein.

Listen in as they cover:

• Why fiber is becoming the next big functional ingredient
• The rise of prebiotic sodas and how brands like Poppy changed the game
• Why different fibers (like resistant starch vs. inulin vs. arabinose) matter
• Consumer insights: two-thirds want fiber in baked goods and bars, not powders
• The connection between Dry January, mocktails, and functional beverages
• Where all that volume from alcohol reduction is really going
• Emerging categories: prebiotic jams, bone broth, and spreads
• How to differentiate your brand with the right prebiotic fiber
• Why arabinose-based fiber is gentle, fully soluble, and easy to formulate with
• Where to find Comet at Expo West (booth N1746 in Hot Products!)

Whether you're formulating a new product or just want to stay ahead of CPG trends, this episode will help you understand why fiber is everywhere—and how to use it strategically in your brand.

Comet will be at Expo West booth N1746 with samples of Be Pop, a sparkling prebiotic beverage made with natural honey and arabinose fiber. Stop by to try it and connect with their applications team.

Episode links:

Want to learn more? Visit comet-bio.com

Linkedin:https://www.linkedin.com/company/comet-bio/ 

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 @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

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 Ventures
• Rich Products background: $6 billion revenue, 80 years old, family-owned frozen food manufacturer
• Corporate venture thesis: pre-farm to post-fork, $100K-$3M checks, seed to Series C stage
• How corporate venture differs from traditional VC: hybrid 60-70% financial, 30-40% strategic
• Why corporate venture can be an asset, not a burden: information walls, no RFR clauses, evergreen fund structure
• What makes a compelling investment: founder-market fit, velocity crossing into conventional, margin bridges, platform potential
• Case 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 brand
• Why velocity matters more than door count: depth over breadth, turns per store per SKU per week
• Evaluating margins: contribution margin bridges, clear paths from 15% to 30%, initiatives in place
• Why venture capital isn't the right fit for every brand: lifestyle businesses vs. $100M disruptors
• Exit 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 pivots
• How to prepare for diligence: deck, model, pipeline, margin bridge, velocity benchmarks, category context
• Advice for operators transitioning to investing: network building, warm intros, develop your thesis

Episode Links:

Rich Products Ventures
LinkedIn: https://www.linkedin.com/company/rich-product-ventures/?viewAsMember=true

Brian 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.com

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

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 COVID
• What 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 back
• How a local Tennessee beekeeper's surplus crystallized honey became the foundation for Alchemy of Food
• Selling at five farmers markets a week in summer 2025 to validate product-market fit before scaling
• The 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 partnerships
• Why honey and maple syrup over other sweeteners: being a trendsetter (not a trend follower) with local ingredients like Tennessee honey and Carolina spices
• Chipotle maple sauce's time-release mechanism: sweet first, smoky second, heat third—and becoming a Shelfie Awards finalist
• Getting 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 everything
• Navigating the immigrant founder experience: celebrating diversity, expanding palates, and why we need more flavors from diverse backgrounds

Episode Links:

• Website: https://www.theflavorsmith.com
• Alchemy 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 Wholesale

  Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

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 sunshine
• How SFA reimagined the trade show experience with city activations, restaurant takeovers, and culinary integrations
• The "sense maxing" trend of 2026: multi-sensory flavor experiences as pushback against AI
• Why Raley's came to scout innovation: planning the back half of 2026 and spotting trends 6-7 months early
• John Lane's trend predictions: Protein 2.0 (protein + fiber + benefits) and ready-to-drink broths making a comeback
• The Startup CPG section advantage: curated brands, high buyer traffic, and a family atmosphere
• Marc Brown's first-timer experience: missing the first hour, getting swarmed by TJ Maxx and Whole Foods, and landing retailer acceptances
• Why the 60-70% buyer-to-brand ratio matters—and how it creates better conversations
• The "How Do Retailers Spot Innovation" panel: standing room only with buyers from Raley's, Thrive, Whole Foods, and CVS
• How 20-30 brands from Winter Fancy Fair will land on Raley's shelves in the next 7-8 months
• Using trade shows strategically: distributor shows for deals, Expo for scale, Fancy for meaningful buyer relationships
• Building friendships booth-to-booth: why CPG is a team sport and your booth neighbor is your future resource
• The value of expert one-on-ones at Fancy: free sessions with buyers like CVS's Lauren Castro
• Summer Fancy Food preview: June 28-30 in NYC—book hotels NOW because of the World Cup
• Why going slow, building relationships, and playing the long game wins at trade shows

Episode 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 @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode 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.

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 exist
• The Wonderbelly story: from idea stage to P&G acquisition in 4+ years
• Three pillars of pre-launch conviction: founder-market fit, problem-solution, category timing
• Why Lucas's personal digestive health struggles created authentic founder-market fit
• Identifying ripe categories: gut health aisle frozen in time with 100-year-old brands
• Pre-launch diligence focus: evaluating team and market without product or revenue
• The importance of explicit customer personas in driving packaging and retail strategy
• DTC launch validation and the transition to retail with exclusive Target launch
• Post-investment working relationship: monthly calls and perspective sharing
• Why fundraising remained challenging despite hitting successive milestones
• Consumer psychology and brand world-building: choosing fun over traditional positioning
• What strategics look for: authentic consumer trust and master brand potential
• The value of levity and humor in destigmatizing unsexy categories
• Critical founder traits: grit, perseverance, and not taking yourself too seriously
• What excites Hayden next: clean medicine in overlooked aisles and defensible IP
• Advice for aspiring investors: build operating experience and send great deal flow

Episode 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.com

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode 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.