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The Startup CPG Podcast
Startup CPG
341 episodes
13 hours ago
The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.
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The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.
Show more...
Entrepreneurship
Business
Episodes (20/341)
The Startup CPG Podcast
#221 - QVC 101 with Häppy Candy and Freestyle Snacks

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg



In this episode of the Startup CPG Podcast, Daniel Scharff explores the ins and outs of selling on QVC with two founders who have recently gone through the experience — Maxi Heidenblut, Founder & CEO of Häppy Candy, and Nikki Seaman, Founder & CEO of Freestyle Snacks.


Maxi and Nikki share an in-depth look at what it takes to bring a consumer brand to QVC, from securing the opportunity and working with brokers to preparing for live television, managing fulfillment, and analyzing the financial impact. They discuss the costs, logistics, and strategy behind their appearances, as well as the lessons learned from reaching a completely new audience through one of the most iconic sales platforms.


You will gain valuable insights into evaluating QVC as a potential sales channel, understanding the operational requirements, and leveraging the exposure for brand growth.


Listen now to learn what it’s really like to bring your product to QVC—and how to make it a success for your brand.



Listen in as they share about:

  • Getting Started with QVC
  • Why They Chose QVC
  • Logistics and Fulfillment
  • The Live Broadcast Experience
  • Marketing & Aftermath
  • Advice for Other Brands


Episode Links:
Website: https://eathappycandy.com/
LinkedIn: https://www.linkedin.com/company/haeppy-candy/ 

Website: https://www.freestylesnacking.com/
LinkedIn: https://www.linkedin.com/in/nikki-seaman/ 

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


Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Daniel's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics


Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Show more...
3 days ago
44 minutes

The Startup CPG Podcast
Founder Feature: Suzannah Raff of Cleo+Coco

In this episode of the Startup CPG Podcast, Editor Caitlin Bricker sits down with Suzannah Raff, the founder of Cleo+Coco, a clean personal care brand that's thinking about what it means to be truly "natural." 


Suzannah shares her journey from frustrated deodorant shopper to launching a brand that prioritizes ingredient efficacy, transparency, and eliminating synthetic fragrances—often overlooked but potentially harmful components in personal care products.


Suzannah opens up about the early days of building Cleo+Coco, her unique background in business strategy, and how she created a super-effective formula that leverages ingredients like charcoal, magnesium, and pre/probiotics to balance the skin microbiome. She also details how joining the Startup CPG community and showcasing at Expo West helped lead to a major national rollout in Whole Foods Market with nine SKUs.


Plus, hear how Cleo+Coco’s innovative magnesium spray is filling a white space in wellness, and why Suzannah believes we're on the cusp of a consumer awakening 

around synthetic fragrances.


Want to learn how to build a purpose-driven CPG brand and land national retail distribution the clean way? Tune in now!

Listen in as they share about:

  • Cleo+Coco Overview
  • Brand Philosophy & Vision
  • Product Innovation & Formulation
  • Retail & Growth Journey
  • Marketing & Branding
  • Industry Challenges
  • Startup Lessons & Founder Advice

Episode Links:

Website: https://cleoandcoco.com/ 

Instagram: @cleoandcoconatural

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




Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Caitlin's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
1 week ago
29 minutes

The Startup CPG Podcast
#220 - Brain Health Ingredients 101 w/ Cognizin, Radicle Science, and Karma Water

In this episode of the Startup CPG Podcast, Daniel Scharff welcomes three distinguished guests shaping the future of cognitive health and wellness: Kelley Bridenbaugh, Marketing Manager at Karma Water; Katie Emerson, MS, RD, CISSN, Senior Manager of Scientific Affairs at Kyowa Hakko USA; and Kaitlyn White, Director of Scientific Affairs at Radicle Science. Together, they explore the rapidly evolving world of brain health and functional nutrition, examining the scientific, clinical, and consumer trends driving growth in this category. 


Kaitlyn White offers a compelling perspective on how brain health influences nearly every aspect of daily life—from cognition and emotional regulation to sleep, learning, and social connection—while explaining why consumers today are increasingly prioritizing mental wellness across all life stages. Katie Emerson provides an in-depth look at Cognizin® Citicoline, Kyowa Hakko’s clinically validated ingredient that supports neurotransmitter function and cognitive performance, discussing how science-backed innovation builds trust and efficacy in wellness products. Kelley Bridenbaugh highlights how Karma Water leverages research-driven ingredients and transparent marketing to meet consumer demand for products that enhance both physical and mental vitality. 


The conversation also explores emerging research methods, including Radicle Science’s use of wearables, biomarkers, and customizable clinical protocols, which are redefining how scientific data is used to measure real-world health outcomes. Through a blend of marketing insight, scientific expertise, and clinical innovation, this episode provides a comprehensive look at how collaboration between brands, ingredient developers, and research organizations is driving the next generation of mental performance and wellness solutions.


Listen now!


Special thanks to Cognizin® by Kyowa Hakko for sponsoring this episode. Visit them here to learn more.

Listen in as they share about:

  • The Rising Importance of Brain Health
  • Science Behind Cognitive Ingredients
  • Innovation in Research and Measurement
  • Brand Application and Consumer Wellness
  • Collaboration Between Brands and Science
  • Consumer Trends and Market Shifts
  • Practical Takeaways for Brands and Consumers

Episode Links:
Website: https://radiclescience.com/
LinkedIn: https://www.linkedin.com/in/kaitlyn-kp-white/ 

Website: https://drinkkarma.com
LinkedIn: https://www.linkedin.com/in/kelleysullivan1 

Website: https://kyowa-usa.com/ingredients/branded-ingredients/cognizin-citicoline
LinkedIn: https://www.linkedin.com/in/katie-m-emerson/ 

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


Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Daniel's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics
Show more...
1 week ago
51 minutes

The Startup CPG Podcast
Investor Spotlight: Liz Myslik of Loft Growth Partners

In this episode of the Startup CPG Podcast, Hannah Dittman sits down with Liz Myslik, Managing Partner at Loft Growth Partners, to dive deep into what it really takes to build, fund, and scale purpose-driven consumer brands. With over 25 years of experience across marketing, manufacturing, operations, and investing, Liz shares her comprehensive perspective on what truly drives sustainable growth in the CPG industry.


They explored how founders can identify product–market fit, develop scalable business models, and maintain strong unit economics from the outset. Liz also offers candid insights on navigating investor relationships, understanding fund dynamics, and leveraging angel networks to bridge early-stage funding gaps. Drawing from her extensive operating experience, she highlights the importance of execution, team development, and maintaining focus amid growth opportunities.


Whether you are a founder preparing to raise capital or an operator focused on building long-term brand equity, this episode delivers valuable strategies and perspective for entrepreneurs committed to growth with purpose.


Listen now to gain practical insights from one of the industry’s most experienced investors and brand builders.


Listen in as they share about:

  • Liz Myslik’s Career Journey
  • Loft Growth Partners Overview
  • What “Ready to Scale” Means
  • Fundraising & Investor Relations
  • Growth Strategy & Execution
  • Business Fundamentals and Metrics
  • Lessons Learned from Failure
  • Founder–Investor Alignment
  • Alternative Funding Paths
  • The Future of CPG and Investment Trends


Episode Links:

Website:  https://www.loftgrowthpartners.com/
LinkedIn: https://www.linkedin.com/in/lizmyslik/ 


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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Hannah's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
1 week ago
50 minutes

The Startup CPG Podcast
Founder Feature: Arif Khan and Sabeen Hasan of Chikka Chikka

In this episode of the Startup CPG Podcast, Caitlin Bricker is joined by Arif Khan and Sabeen Hasan, co-founders of Chikka Chikka, a modern reinterpretation of  a traditional Indian digestive - made from maple-roasted fennel seeds. Arif and Sabeen discuss how their product blends cultural heritage with local ingredients, their decision to use maple syrup as a natural sweetener, and the role of superfoods such as spirulina and beet powder in enhancing flavor and appeal.


The conversation highlights their thoughtful approach to packaging design—drawing inspiration from Indian block prints and Bollywood-era art—as well as their strategy of partnering with independent retailers to educate consumers on both the ritual and health benefits of fennel seeds. They also reflect on their diverse professional backgrounds in architecture, urban planning, and disaster relief, and how these experiences inform their entrepreneurial vision.


This episode offers valuable insight into building a consumer brand rooted in tradition, design, and community, while navigating the challenges of the CPG industry.

Listen in as they share about:


  • Introduction to Chikka Chikka
  • Ingredients & Product Development
  • Brand Philosophy & Cultural Blend
  • Consumer Education & Retail Strategy
  • Packaging & Design
  • Challenges & Industry Insights
  • Positioning & Market Fit
  • Community & Brand Values

Episode Links:

Website: https://chikkachikka.com/ 

Instagram: https://www.instagram.com/eat_chikka_chikka/
LinkedIn: https://www.linkedin.com/in/arifilahi/ 

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


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




Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Caitlin's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
2 weeks ago
36 minutes

The Startup CPG Podcast
#219 - Managing People at Work with Seth Goldman of JUST Ice Tea

In this episode of the Startup CPG Podcast, Daniel Scharff welcomes Seth Goldman, co-founder of JUST Ice Tea, co-founder of Eat the Change, and the visionary entrepreneur behind Honest Tea and PLNT Burger. 


Seth discusses how the new venture has rapidly become one of the fastest-growing iced tea brands in the United States, powered by a mission-driven approach that balances purpose, sustainability, and growth. 


Throughout the conversation, Seth reflects on the evolution of his leadership philosophy—emphasizing transparency, empowerment, and accountability—as well as the importance of treating employees as whole people and maintaining authenticity in business. He also offers insights on building efficient teams, setting achievable goals, and scaling responsibly while preserving company culture. 


This episode provides invaluable lessons for entrepreneurs and leaders striving to create businesses that do good while doing well. 


Tune in now!


Listen in as they share about: 

  • Seth’s Entrepreneurial Journey
  • Launch and Growth of JUST Ice Tea
  • Leadership Philosophy: “Being Nice and Effective”
  • Setting and Managing OKRs (Objectives & Key Results)
  • Managing Different Work Styles
  • Embracing the Whole Person at Work
  • Communication & Structure
  • Building Lean and Sustainable Culture
  • Advice for Founders & Young Professionals

Episode Links:
Website: https://justicetea.com/
LinkedIn: https://www.linkedin.com/in/seth-goldman-234bb7124/ 

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


Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Daniel's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics
Show more...
2 weeks ago
45 minutes

The Startup CPG Podcast
Investor Spotlight: Ben Zises, SuperAngel.Fund

In this episode of the Startup CPG Podcast, Hannah Dittman welcomes Ben Zises, Founder and General Partner at SuperAngel.Fund, for a deep dive into his journey from entrepreneur to seasoned early-stage investor. Ben shares the story behind his transition from real estate and prop-tech to leading one of the most dynamic consumer-focused venture funds in the industry.


The discussion covers Ben’s unique investment approach — combining the agility of an angel investor with the resources of a venture fund — and how his “help-first” philosophy has shaped his relationships with founders. He offers candid insights on what distinguishes exceptional entrepreneurs, the importance of concise and compelling pitch decks, and the financial discipline required to scale a consumer brand successfully.


Ben also explores current market dynamics within the CPG sector, highlighting long-term trends in health, wellness, and supplements. His advice provides valuable perspective for both founders seeking early-stage funding and investors looking to refine their own strategies.


Listen now to gain actionable insights on fundraising, founder relations, and building resilient consumer brands.

Listen in as they share about:

  • Ben’s Background and Path to Investing
  • The Creation of SuperAngel.Fund
  • Investment Strategy & Approach
  • Advice for Founders Raising Capital
  • Lessons Learned from Angel Investing
  • What Makes a Strong Founder
  • Market Insights & Trends
  • Fundraising & Diligence Best Practices
  • Lessons for Institutional Investors
  • Pitch Deck Best Practices

Episode Links:
Website: https://www.superangel.vc/   
LinkedIn: https://www.linkedin.com/in/bzises/ 


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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Hannah's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics
Show more...
2 weeks ago
54 minutes

The Startup CPG Podcast
Founder Feature: Haylee Jordan and Tom Eddleston of FABRIC

In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Haylee Jordan and Tom Eddleston, co-founders of FABRIC—a purpose-driven beverage brand redefining what it means to drink consciously.

Haylee and Tom share their journey from concept to launch, reflecting on the whirlwind experience of bringing FABRIC to market in less than a year. They discuss how purpose and sustainability have been built into the company from day one—through its status as a Public Benefit Corporation, its commitment to mental health initiatives, and its pursuit of B Corp certification. The conversation also covers their creative approach to branding, design collaboration, and their partnership with Protect Our Winters.


Listeners will enjoy a candid, behind-the-scenes look at how FABRIC is weaving together mission, innovation, and authenticity.


Tune in to hear how FABRIC is reimagining the future of social beverages through creativity, community, and conscious business practices.


Listen in as they share about:


  • Founding and Brand Story
  • Brand Mission & Purpose
  • Sustainability and Social Impact
  • Branding, Design, and Collaboration
  • Marketing and Communication Challenges
  • Product Development and Market Strategy
  • Social Media & Marketing Challenges


Episode Links:

Website: https://www.enjoyfabric.com/ 

Instagram: http://instagram.com/drinkfabric
LinkedIn: https://www.linkedin.com/in/hayleejordan/ 

LinkedIn: https://www.linkedin.com/in/thomas-eddleston/ 


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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Caitlin's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
3 weeks ago
38 minutes

The Startup CPG Podcast
#218 - Forecasting 101 with Graza & Drivepoint

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Austin Gardner-Smith, Co-Founder and CEO of Drivepoint, and David Sooch, Senior Director of Finance at Graza, to unpack the art and science of forecasting for consumer brands.

They discuss why forecasting is one of the most critical processes for CPG businesses, how responsibility for it evolves as companies grow, and the risks of getting it wrong—from wasted cash tied up in excess inventory to missed sales and retailer frustration.

David shares how Graza approaches forecasting at the SKU, retailer, and distributor level, while Austin explains how tools and processes can streamline complexity and free teams to focus on decision-making rather than data wrangling. The conversation also covers the importance of balancing overstock versus understock, the dynamics between sales, operations, and finance teams, and the differences in forecasting for retail, direct-to-consumer, and marketplace channels.

Whether you’re a founder just starting out or a finance leader scaling a fast-growth brand, this episode offers actionable insights and proven strategies to strengthen your forecasting process.

Be sure to check out the free forecasting templates: https://www.drivepoint.io/resources/cpg-forecasting-templates-for-success


Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Listen in as they share about:

  • The Basics of Forecasting
  • Stages of Forecasting by Company Size
  • Tools and Technology
  • E-commerce Forecasting
  • Retail Forecasting Practices
  • Forecasting Layers and Levels
  • Timing and Cash Implications
  • Templates and Practical Help


Episode Links:
Website: https://www.drivepoint.io/
LinkedIn: https://www.linkedin.com/in/austingardnersmith/ 

Website: https://www.graza.co/
LinkedIn: https://www.linkedin.com/in/davidsooch/ 

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


Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Daniel's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
3 weeks ago
1 hour 2 minutes

The Startup CPG Podcast
Ops Spotlight: Laura Romano of Graza

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg

In this episode of the Startup CPG Podcast, Hannah Dittman speaks with Laura Romano, Director of Operations at Graza, the olive oil brand redefining a pantry staple. Laura shares her journey from scaling Blue Marble Ice Cream to leading operations at Graza, offering practical lessons on managing growth, strengthening supply chains, and building resilient systems. 


Together, they discuss the operator’s mindset, balancing founder vision with operational realities, and the importance of forecasting, inventory management, and supplier relationships. Laura also highlights the critical role of packaging, pricing negotiations, and co-manufacturer partnerships, while reflecting on how to navigate the tension between scrappy execution and sustainable infrastructure. 


Packed with insights from both successes and setbacks, this conversation is essential listening for founders, operators, and anyone passionate about scaling consumer brands effectively. 


Tune in now to learn actionable strategies for building strong operations and positioning your business for long-term success.

Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Listen in as they share about:

  • Graza Overview & Product Development
  • Operations in the Early Days
  • Role of an Ops Leader
  • Scaling & Growth Challenges
  • KPIs & Inventory Management
  • Manufacturing & Supplier Relationships
  • DTC vs. Retail Operations
  • Packaging & Distribution
  • Advice for Founders & Operators


Episode Links:

Website:  https://www.graza.co/
LinkedIn: https://www.linkedin.com/in/laura-romano-47a9a89b/ 


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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Hannah's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
3 weeks ago
51 minutes

The Startup CPG Podcast
Founder Feature: Ollie & Sophie Spring of OOSO Sparkling Tea

In this episode of the Startup CPG Podcast, Caitlin Bricker interviews Ollie & Sophie Spring, the co-founders of OOSO Sparkling Tea. Born out of their own search for elevated non-alcoholic options, OOSO combines the ritual and complexity of tea with clean ingredients and organic honey—creating a refreshing alternative for today’s sober-curious consumer.


Ollie and Sophie share their journey from meeting on Hinge to building an award-winning brand that resonates with Gen Z and millennial audiences. They discuss the challenges of bootstrapping, the importance of intentional branding and design, and how community support has been vital to their growth. They also highlight the evolving cultural shift toward mindful drinking, OOSO’s unique positioning in the NA beverage space, and what’s next for the brand, including new flavors and a soon to be fully caffeine-free lineup.


Whether you’re interested in innovative consumer products, the sober-curious movement, or the realities of building a startup with your life partner, this episode offers valuable insights and inspiration.


Listen now!


Listen in as they share about:

  • Brand Origin & Founders’ Story
  • Mission & Brand Values
  • Product Development & Ingredients
  • Sober Curiosity & Consumer Trends
  • Flavor Profiles & Innovation
  • Branding & Design
  • Community & Competition
  • Retail & Distribution


Episode Links:

Website: https://drinkooso.com/ 

Instagram: https://www.instagram.com/drinkooso/
LinkedIn: https://www.linkedin.com/in/oliverhspring/ 

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


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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Caitlin's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
4 weeks ago
35 minutes

The Startup CPG Podcast
#217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati


In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Janice Greenwald, CPG marketing consultant fractional CMO for emerging food and beverage brands, and Kat Karpati, co-founder of Flock Creative, to explore how brands and agencies can work together more effectively through the briefing process.


The discussion covers the essential elements of a strong packaging creative brief, including defining the business challenge, clarifying the target consumer, establishing a clear positioning statement, and prioritizing messaging. Janice and Kat also provide insights into aligning internal stakeholders, setting realistic guardrails, and navigating the RFP process with agencies of different sizes.


Whether you are launching a new brand, refreshing your packaging, or managing a large-scale rebrand, this episode offers practical guidance to help you communicate your vision clearly and achieve stronger results with your creative partners.


Listen now to learn how to create briefs that drive alignment, inspire agencies, and position your brand for long-term success.


Listen in as they share about:

  • Purpose & Role of a Creative Brief
  • Core Components of a Brief
  • Understanding the Consumer
  • Messaging & Design Priorities
  • Channel & Retail Strategy
  • Shelf Context & Real-World Testing
  • Agency–Client Dynamics

Episode Links:
Website: https://www.handelfoodlaw.com/
LinkedIn: https://www.linkedin.com/in/lauren-handel-food-lawyer/ 

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


Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Daniel's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
1 month ago
58 minutes

The Startup CPG Podcast
Investor Spotlight: Tyler Morgan, BFG Partners

In this episode of the Startup CPG Podcast, Hannah Dittman speaks with Tyler Morgan, Principal at BFG Partners, about the firm’s approach to early-stage investing in consumer brands. Tyler discusses his career path into venture capital and BFG’s investment focus across food, beverage, supplements, beauty, and pet.


The conversation covers BFG’s investment criteria, deal sourcing methods, diligence process, and the key financial and operational metrics they evaluate in prospective portfolio companies. Tyler also shares insights on navigating fundraising, the importance of warm introductions, and how founders can position their businesses for sustainable growth and strategic exits.


This episode provides a clear, practical perspective for founders, operators, and industry professionals seeking to understand what investors look for and how to build long-term, venture-scale consumer businesses.


Listen now to gain expert insights from BFG Partners and strengthen your strategy for growth and fundraising.

Listen in as they share about:

  • Overview of BFG Partners
  • Investment Themes & Trends
  • Early Metrics & What They Look For
  • Deal Sourcing and Evaluation Criteria
  • Exit Strategy & LP Expectations
  • Diligence & Investment Process
  • Pre-Revenue & Early Stage Fundraising
  • Practical Advice for Founders & Aspiring Investors

Episode Links:

Website:  https://www.bfgpartners.com/
LinkedIn: https://www.linkedin.com/in/tylertmorgan1/ 



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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Hannah's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics
Show more...
1 month ago
50 minutes

The Startup CPG Podcast
Founder Feature: Joe Cassinelli of El Nacho

In this episode of Startup CPG, Caitlin Bricker speaks with Joe Cassinelli, founder of El Nacho, a premium tortilla chip brand bringing restaurant-quality taste and craftsmanship to the snack aisle. Drawing on nearly 35 years in the restaurant industry, Joe shares the journey of building a manufacturing facility during the pandemic, rebranding from a generic product to a premium offering, and creating bold, lucha libre–inspired packaging that captures consumer attention.

Joe discusses El Nacho’s commitment to quality through the use of regeneratively farmed corn, in-house nixtamalization, and frying exclusively in avocado oil. He also explains how unique, all-natural flavors are developed directly from the menu of his Mexican restaurants, ensuring both authenticity and innovation. From navigating the slower pace of the CPG world to embracing its collaborative community, Joe offers valuable insights into scaling a brand in a competitive category while maintaining product integrity and consumer trust.


Tune in now!

Listen in as they share about:

  • Flavor Creation & Inspiration
  • Consumer Feedback & Iteration
  • Relaunch & Rebranding
  • Market Position & Retail Strategy
  • Sales & Distribution
  • Business Lessons & Advice

Episode Links:

Website: https://elnachochip.com/
LinkedIn: https://www.linkedin.com/in/joseph-cassinelli-05a66b38/ 


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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Caitlin's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics
Show more...
1 month ago
29 minutes

The Startup CPG Podcast
#216 - Food Labeling Law 101 with Lauren Handel

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg


In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Lauren Handel, founder of Handel Food Law and one of the leading experts on food labeling and advertising compliance. Together, they break down the essential rules and risks of food labeling that every brand needs to know.

Lauren shares her perspective on high-risk claims such as “natural” and “organic,” the nuances of nutrient content and health-related claims, and the role of third-party certifications in reducing exposure to litigation. She also explains the differences between regulatory consultants and attorneys, how to navigate evolving litigation trends, and why consistency across packaging, websites, and advertising is essential.

Tune in now to learn how to protect your brand, avoid costly mistakes, and approach food labeling with a strong strategy.


Listen in as they share about:

  • What is Food Labeling Law
  • Litigation Trends and Risks
  • Regulatory Framework
  • Key Claim Categories and Rules
  • The Role of Consultants vs. Attorneys
  • Marketing Beyond Packaging
  • Practical Guidance for Founders


Episode Links:
Website: https://www.handelfoodlaw.com/
LinkedIn: https://www.linkedin.com/in/lauren-handel-food-lawyer/ 

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


Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Daniel's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics


Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Show more...
1 month ago
1 hour 1 minute

The Startup CPG Podcast
Investor Spotlight: Ryan Springer of Midnight Venture Partners

In this episode of the Startup CPG Podcast, Hannah Dittman welcomes Ryan Springer, Managing Partner and Co-Founder of Midnight Venture Partners, for an in-depth conversation on the evolving world of CPG investing. Ryan shares his path into venture capital, insights gained from his early experiences in retail strategy, and the vision behind building Midnight Venture Partners.


The discussion covers strategies and viewpoints from Midnight Venture Partners, exploring how investment theses evolve to adapt to category dynamics, market factors, and shifting opportunities. Ryan also offers valuable perspective on founder-investor alignment, holding periods, and the critical traits—such as tenacity and grit—that set successful entrepreneurs apart.


From navigating differentiation and defensibility to understanding consumer behavior shifts and new growth frontiers, this episode provides practical guidance for founders and industry professionals alike.


Listen now to gain actionable insights on scaling a CPG brand and building lasting investor partnerships.

Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Listen in as they share about:

  • Midnight Venture Partners Overview
  • How Venture Capital Works
  • Investment Fundamentals
  • Founder–Investor Alignment
  • Lessons from Fund I → Fund II
  • Differentiation & Defensibility in CPG
  • Consumer Trends & Growth Channels
  • Founder & Investor Perspectives
  • Advice for Founders & Aspiring Investors


Episode Links:

Website:  https://midnightvp.com/
LinkedIn: https://www.linkedin.com/in/ryan-springer-466a02aa/ 


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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Hannah's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
1 month ago
46 minutes

The Startup CPG Podcast
Founder Feature: Sarah Hartmann of Vêsucré

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg


In this episode of the Startup CPG Podcast, Caitlin Bricker interviews Sarah Hartmann, founder of Vêsucré, a zero-waste, plant-based dessert company based in Oneonta, New York. Sarah shares how Vêsucré—short for “vegan sweets”—evolved from a home kitchen experiment into a fast-scaling brand now featured in over 450 stores across nine states.


She discusses the innovation behind Vêsucré’s clean-label, dairy-free frozen desserts, the importance of inclusive hiring through a neurodiverse workforce, and the brand’s commitment to sustainability through zero-waste production practices. Sarah also highlights key partnerships with Cornell’s Food Spark program and Wakefern Food Corp., which helped accelerate Vêsucré’s retail expansion.


Plus, Sarah reveals how Vêsucré practices zero waste by repurposing oat milk byproducts into delicious treats like brownies and protein truffles—and how her latest initiative, The Makery, is helping other small food brands scale responsibly.


Listen now!


Listen in as they share about:

  • Founder’s Inspiration & Product Development
  • Business Growth & Mentorship
  • The Makery Initiative
  • Inclusivity and Workforce Development
  • Sustainability & Zero Waste Commitment
  • Retail Expansion
  • Community & Support Networks

Episode Links:

Website: https://vesucre.com/ 

Website: https://themakeryoneonta.com/
LinkedIn: https://www.linkedin.com/in/skhartmann/ 


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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Caitlin's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics


Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Show more...
1 month ago
37 minutes

The Startup CPG Podcast
#215 - Ask-Me-Anything with Sales Pro Matt Merson

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg


In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Matt Merson, Head of Strategy and Sales at Once Upon a Coconut, and a veteran executive with more than 30 years of experience in the CPG industry. Together, they dive into the most pressing sales questions from the Startup CPG community.


Matt shares his perspective on negotiating DSD contracts, managing free fills, and the critical role of strategy, culture fit, and attitude in building successful sales teams. Drawing from his extensive career across both large corporations and emerging brands, Matt offers founders practical advice to avoid common pitfalls and accelerate growth.


Tune in now to learn how to strengthen your sales strategy, make smarter distribution decisions, and position your brand for long-term success!

Listen in as they share about:

  • Sales Compensation & Team Structure
  • Working with Distributors
  • Negotiating DSD Contracts
  • Coupon Strategies
  • Distributor Programs & Trade Shows
  • Free Fills & Sell Sheet Best Practices
  • Career Advice for Aspiring Sales Pros


Episode Links:
Website: https://onceuponacoconut.com/

LinkedIn: https://www.linkedin.com/in/matthew-merson/  

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


Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Daniel's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics


Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Show more...
1 month ago
51 minutes

The Startup CPG Podcast
Founder Feature: BJ Howard of Wild West Chocolate

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg


In this episode of the Startup CPG Podcast, Caitlin Bricker interviews BJ Howard, founder of Wild West Chocolate, a chocolate brand revolutionizing the confectionery space with fruit-sweetened, no-added-sugar products. BJ shares the company’s journey from concept to launch, including the challenges of navigating a volatile cacao market, the science behind developing a proprietary fruit-based sweetener, and the brand’s commitment to clean ingredients and sustainable practices.


The conversation highlights the role of creative branding, the importance of strong partnerships, and the mission-driven approach that ties Wild West Chocolate to environmental stewardship and community impact.


Listen now to learn how Wild West Chocolate is carving out a unique place in a highly competitive category while staying true to its vision of creating indulgent, better-for-you chocolate.



Listen in as they share about:

  • About Wild West Chocolate
  • Product Development & Team
  • Brand Mission & Inspiration
  • Market Challenges
  • Retail and Distribution
  • Future Outlook

Episode Links:

Website: https://wildwestchocolate.com/ 

LinkedIn: https://www.linkedin.com/in/bj-howard-6b87b075/ 


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



Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Caitlin's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics


Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Show more...
1 month ago
37 minutes

The Startup CPG Podcast
#214 - Founders & Funders: The Early Stage Investor Event of the Year

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Startup CPG Operations and Finance Correspondent Hannah Dittman, and Simon Solis-Cohen, Founder of Huxley,to discuss Founders & Funders — Startup CPG’s largest event to date. They explore how the event was created to connect the most active early-stage investors with top emerging brands through curated one-on-one meetings, insightful panels, and exceptional networking opportunities.


Hannah draws on her venture capital experience to share what investors prioritize in early-stage consumer brands and how founders can prepare to stand out. Simon brings the founder’s perspective, emphasizing the value of building authentic investor relationships early and sharing lessons from launching Huxley, a better-for-you energy drink brand.


Tune in now and learn how to position your brand for fundraising success!

For more information or to apply, please visit fandf.startupcpg.com

Listen in as they share about:

  • What is Founders & Funders
  • Attendee Lineup
  • Investor Lineup & Highlights
  • Key Panel Discussions
  • Event Design & Matchmaking
  • Fundraising Insights & Challenges
  • Founder’s Perspective (Simon Solis-Cohen, Huxley)
  • Advice for Brands Applying to Founders & Funders


Episode Links:

Website:https://drinkhuxley.com/
LinkedIn: https://www.linkedin.com/in/simon-solis-cohen
LinkedIn: https://www.linkedin.com/in/hannah-dittman-011b844b/ 

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


Show Links:

  • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
  • Join the Startup CPG Slack community (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Daniel's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics

Show more...
1 month ago
47 minutes

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