The Startup CPG Podcast

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Adam Marsh and Gabrielle McGonagall from Giannuzzi Lewendon, one of the most trusted law firms for CPG founders. They break down everything early-stage founders need to know about setting up their companies, choosing the right entity (LLC vs. C-Corp), fundraising strategies, issuing equity to employees and advisors, and how to protect yourself from losing control of your business. Adam and Gabby also unpack key differences between SAFEs and convertible notes, the pros and cons of crowdfunding, the reality of secondary sales for founders, and why having the right legal advisors is crucial—especially as you scale. Whether you're raising your first check or dreaming of a major exit, this conversation will set you up with the legal fundamentals to do it smartly and safely. 🎯 Ready to level up your founder knowledge? Listen now and get one step closer to building a company that lasts! Listen in as they share about: Episode Links: Website: https://gllaw.us/ LinkedIn: https://www.linkedin.com/in/adam-marsh-847a8571/ LinkedIn: 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Grace Kennedy speaks with Damiano Messineo, founder of Loopini, a revolutionary brand reimagining pizza through the power of the ancient lupini bean. From his childhood obsession with pizza to launching a premium, protein-packed frozen pizza line made in Italy, Damiano shares his flavorful journey of turning tradition into innovation. He walks us through the lupini bean’s history—from Roman legions to Mayan civilization—and how this under-the-radar superfood is redefining the frozen aisle. Damiano also talks about sourcing ingredients straight from Naples, the importance of clean Italian flour, and the art of crafting a delicious, healthy pizza that still tastes indulgent. You’ll hear insights on launching at Fancy Foods, navigating international supply chains, and the role of community in early-stage growth. Tune in now! Listen in as they share about: Episode Links: Website: https://eatloopini.com/ LinkedIn: https://www.linkedin.com/in/damiano-messineo-53354018a/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this bonus episode of the Startup CPG Podcast, our Editor, Caitlin Bricker, sits down with Ashley Waldman, founder of Jubilee's, a groundbreaking line of flavored milk for kids made with real fruit, hidden vegetables, high protein, and zero added sugar. Jubilee's just won the "Ones to Watch" lightning pitch competition at Beverage Forum! In this episode, Ashley shares the personal story that inspired the brand’s creation, including her experience as a parent of a child with autism and her frustration with the lack of nutritious, low-sugar beverage options for children. From working with a professional formulator to pioneering a new approach to sweetening milk with fruits and vegetables, Ashley provides a transparent look into the product development process, the health implications of added sugar, and the early wins that are propelling Jubilee's into retail spaces and onto Amazon. They also explore broader industry trends, the rise of functional and clean-label products, and practical advice for emerging founders in the CPG space. What are you waiting for? Listen now! Listen in as they share about: Episode Links: Website: https://drinkjubilees.com/ LinkedIn: https://www.linkedin.com/in/ashleyverrill/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff chats with Dana Kim & Sam Kass to unpack what “health” and “sustainability” actually mean to today’s consumers. Sam Kass, former White House Chef and food policy advisor to the Obamas, shares behind-the-scenes stories from the West Wing—including what it's really like cooking for the First Family—and how those experiences led to a deep commitment to reshaping our food systems. He dives into the hard truths about sugar, portion sizes, and policy limits, as well as the ambitious mission behind his new venture, PLEZi, to help shift eating habits for the next generation. Dana Kim, founder & CEO of product testing platform Highlight, brings the data. From packaging guilt to sweetener preferences, Dana shares real consumer insights from across the U.S.—what shoppers say they care about vs. what they actually buy, and why brands need to tailor their health and sustainability messages to fit different audiences (Erewhon isn't the whole world!). Together, they explore how brands can build better-for-you products and communicate them effectively—without falling into the greenwashing trap. 👉 Want to learn how to turn data into product gold and create CPG brands that truly resonate with customers? Listen now and get inspired by two people shaping the future of food. Learn more about Highlight here Listen in as they share about: Episode Links: IG: https://www.instagram.com/samkassdc/?hl=en LinkedIn: https://www.linkedin.com/in/sam-kass-896752112/ Website: https://www.letshighlight.com/ LinkedIn: https://www.linkedin.com/in/dana-kim-44920135/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Grace Kennedy chats with Morgan Murdock, the founder of Unbothered Foods—a gut-friendly, sourdough-based cracker brand launched in 2023. Morgan, a clinical dietitian turned CPG entrepreneur, shares her journey from working with IBS patients to creating a delicious, low FODMAP cracker that prioritizes both taste and digestive health. They dive into everything from navigating product formulation and scaling production to finding the right co-manufacturer and managing fermentation at scale. Morgan also opens up about fundraising via WeFunder, the challenges of being a solo founder, and the importance of mentorship in building a mission-driven food brand. If you're a CPG founder, health-conscious foodie, or just love a good cracker, you won’t want to miss this one. Tune in now! Use code STARTUPCPG at checkout for 15% off any cracker product! Listen in as they share about: Episode Links: Website: https://unbotheredfoods.com/ LinkedIn: https://www.linkedin.com/in/morganjmurdock/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG podcast, Daniel Scharff and Caitlin Bricker dive deep into how emerging brands are using AI for operations and back office support. Joined by two powerhouse founders—Yaminah Childress of YANY Beauty and Veronica Blue of Phenomenal Foods Co—they explore how small teams are using AI to scale smarter, save time, and simplify complex workflows. From AI-powered forecasting and document automation to personalized marketing and product costing, this episode breaks down the real-world tools that founders are actually using. Yaminah shares how she leverages tools like Perplexity AI and Contractor AI to manage agreements, expansion strategies, and even create AI assistants. Meanwhile, Veronica reveals how ChatGPT has become her go-to tool for recipe costing, unit economics, and preparing investor-ready projections—all as a solopreneur. Whether you're skeptical, curious, or already experimenting with AI, this episode will give you practical ideas and fresh inspiration to apply AI in your own business ops. Tune in now to learn how these founders are turning AI into their ultimate business partner. Listen in as they share about: Episode Links: Website: https://yanybeauty.co/ LinkedIn: https://www.linkedin.com/in/iamyaminah/ Website: https://phenomenalfoodsco.com/ LinkedIn: https://www.linkedin.com/in/vblue/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Grace Kennedy speaks with BJ McCaslin, co-founder of Holy! Water.BJ shares the story behind Holy! Water, a functional beverage brand built on the belief that health is sacred. Drawing on his deep experience in hospitality and beverage entrepreneurship—including a successful exit to Vita Coco—BJ discusses how Holy! Water was developed to meet multiple consumer needs with formulations that include ketones, functional mushrooms, and nootropics. They explore the evolution of the non-alcoholic and functional beverage categories, the challenges of product development, retail strategy, and navigating distribution. BJ also opens up about his approach to brand-building, investing in people, and what it takes to succeed in a highly competitive industry. Whether you're a CPG founder, investor, or industry enthusiast, this episode offers valuable insight into the grit, creativity, and strategy behind bringing a beverage brand to life. Listen now! 👉 Try Holy! Water at drinkholywater.com with code ALWAYS30 for 30% off! Listen in as they share about: Episode Links: Website: https://enjoyholywater.com/ LinkedIn: https://www.linkedin.com/in/bjmccaslin/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with CPG veteran Matt Merson to dive deep into one of the most critical topics for emerging brands: velocity. With over three decades of experience from industry giants to emerging brands, including Coca-Cola, Dannon Yogurt, Glaceau Vitaminwater, Zico, Boxed Water, Haven’s Kitchen, and now Once Upon a Coconut—Matt shares hard-earned insights on what it really takes to drive product velocity in retail. They explore everything from the pre-launch groundwork that sets brands up for success to the nuances of working with retailers, optimizing shelf placement, leveraging data, and understanding buyer expectations. They also break down in-store vs. out-of-store tactics, how to effectively run promotions and demos, and how to use merchandising partners to gain a competitive edge. For bootstrapped founders and well-funded startups alike. Matt’s advice offers a roadmap to building a brand that turns quickly, wins over buyers, and scales sustainably in retail. Tune in now! Schedule a call with Grassroots, Startup CPG's demo partner: https://calendly.com/grassrootsmarketing/grassroots-x-startupcpg-intro-call Access Startup CPG's exclusive data package with NIQ: https://nielseniq.com/global/en/landing-page/startupcpg/ Listen in as they share about: Episode Links: 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, host Grace Kennedy speaks with Max Luthy, co-founder of Plink! Hydration, a fast-growing brand bringing a fresh take to the electrolyte category with its fizzy, flavorful, and sustainable hydration tablets. Max shares the brand’s unique origin story, the challenges of positioning a disruptive product in a traditional market, and how Plink! has scaled from concept to landing on shelves in over 1,100 CVS locations. He offers valuable insights into product development, retail strategy, category navigation, and the importance of refining your value proposition as you grow. Whether you're a founder, brand builder, or CPG enthusiast, this conversation offers actionable takeaways and an inspiring look at what it takes to succeed in the modern beverage space. Listen now! Listen in as they share about: Episode Links: Website: https://drinkplink.com/ LinkedIn: https://www.linkedin.com/in/maxwell-luthy-a8587137/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff and Patricia Menegoto from the Startup CPG team sit down with Leana Salamah of the Specialty Food Association to learn all about the upcoming Summer Fancy Food Show in New York, as well as Luca Molinari of BARIS, who exhibited last year, and Jaden McTaggart from Earth Fare, a show regular. They kick things off with an inside look at the upcoming Summer Fancy Food Show in New York—why it’s one of the most high-impact events of the year for emerging brands, and what makes the Startup CPG section a magnet for top-tier buyers. Leana shares how the show supports brands at every stage, while Daniel and Patricia offer a behind-the-scenes look at their curated events, pitch sessions, and founder networking opportunities. Then, Luca shares the story behind BARIS—a Patagonia-born, chocolate-dipped raspberry brand that turned a single tabletop at Fancy Food into major retail wins. He shares insights on connecting with buyers, leading with purpose, and building traction as a young brand. Lastly, Jaden offers the buyer’s perspective from Earth Fare, explaining what stands out at Fancy Food, how he approaches early-stage brands, and why product mission, packaging, and personal connection matter more than ever. Tune in now! Our upcoming Fancy Food Show 101 webinar: https://www.eventbrite.com/e/fancy-food-show-101-get-ready-for-the-2025-summer-show-tickets-1291507807619?aff=oddtdtcreator Apply for the Startup CPG section at Fancy Food Show: https://docs.google.com/forms/d/e/1FAIpQLSdbu0jtXP2n-tS1xSWhC9LHorFI8Fm736mujws35eftWixlfg/viewform Listen in as they share about: Episode Links: Website: https://www.specialtyfood.com/ LinkedIn: https://www.linkedin.com/in/leana-rogers-salamah-5770862/ Website: https://everybaris.com/ LinkedIn: https://www.linkedin.com/in/luca-molinari-cattarossi/ Website: https://www.instagram.com/earthfare/?hl=en LinkedIn: https://www.linkedin.com/in/jaden-mctaggart-1167225b/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Grace Kennedy chats with Marilyn Yang, co-founder and CEO of Popadelics—the first-of-its-kind crunchy shiitake mushroom chip brand. Marilyn shares the story of how she and her husband turned a pandemic-era idea into a nationwide retail brand, detailing their journey from finance to CPG, and the behind-the-scenes grind of product development, branding, pivoting from DTC to retail, and navigating funding without losing creative control. She dives into how they created bold, edgy branding to change perceptions around mushrooms, launched with eye-catching flavors like Rosemary + Salt and Twisted Thai Chili, and scaled the brand through demos, trade shows, and sheer hustle. Plus, she shares what it’s like getting on shelves at places like Whole Foods, Urban Outfitters, and even airport stores, all while building a company rooted in a bigger mission to make all mushrooms—culinary and psychedelic—mainstream. Follow along for more founder stories and behind-the-scenes startup wisdom—tune in now! Listen in as they share about: Episode Links: Website: https://popadelics.com LinkedIn: https://www.linkedin.com/company/popadelics/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Luke Montgomery-Smith, co-founder of Plink!, and Tyshawn Bryant, founder of Green Regimen, to unpack their incredible journeys through GNC’s Next Big Thing competition. From the initial application process to standing on shelves nationwide, Luke and Tyshawn share what it took to win, what they learned working with a major retailer, and how they’ve continued to grow post-launch. Hear how Plink! scaled from Vermont startup to national hydration contender, and how Green Regimen broke through with plant-based protein in GNC’s evolving wellness space. Whether it’s walking into GNC stores to personally connect with staff or mastering the retail pitch, this episode is packed with insights for any CPG founder looking to take their brand to the next level. Don’t miss this behind-the-scenes look at how hustle, strategy, and timing can lead to big wins. Thinking of applying to the next GNC Next Big Thing? Apply to GNC x Startup CPG NEXT BIG THING, deadline of 4/30: https://bit.ly/gncnextbigthing Listen in as they share about: Luke Montgomery-Smith (Plink!) Tyshawn Bryant (Green Regimen) Episode Links: Website: https://greenregimen.com/ LinkedIn: https://www.linkedin.com/in/greenregimen/ Website: https://drinkplink.com/ LinkedIn: https://www.linkedin.com/in/lukejms/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Jia Liao of Hotpot Queen, Jake Deleon of Fila Manila, and Matt Whiteside of Circle Beverage to unpack the real-world impact of skyrocketing tariffs on emerging food and beverage brands. Jia shares the challenges of manufacturing in China and how a sudden 54% tariff hike forced her to rethink pricing, margins, and her relationship with her suppliers. Jake offers a different angle, explaining how Fila Manila’s U.S.-based production could give it a competitive edge as imported brands face cost spikes. Meanwhile, Matt provides the manufacturer’s perspective—explaining how tariffs are affecting ingredient costs, supply chain decisions, and even equipment investments. Whether you're a brand founder, manufacturer, or just curious about how global policy hits Main Street, this episode breaks it all down. Tune in now to hear how resilient brands are pivoting in real time—and learn how you can adapt your strategy to stay ahead. Listen in as they share about: - 54% Tariff Spike - Cost of Staying Premium - Supplier Negotiations and Strategic Shifts - Why Small Brands Get Hit Hardest - Jia’s Personal Thoughts on Tariffs - How U.S. Manufacturing Helped Fila Manila - Issues With Imported Ingredients and Packaging - The Double-Edged Sword of Tariffs - Turning Disruption Into Strategy - How Tariffs Are Raising Manufacturing Costs - Why Pricing Can’t Change Right Away - Focusing on Long-Term Brand Partnerships - Tariffs Make Equipment More Expensive - Why Strong Relationships Matter Right Now Episode Links: Website: https://hotpotqueen.com LinkedIn: https://www.linkedin.com/in/weijia-liao/ Website: https://filamanila.com LinkedIn: https://www.linkedin.com/in/jacobcdeleon/ Website: https://www.circlebev.com LinkedIn: https://www.linkedin.com/in/matt-whiteside/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG podcast, Grace Kennedy sits down with Maxi Heidenblut, the founder of Häppy Candy, a better-for-you gummy candy brand with 70% less sugar—without using artificial sweeteners. Maxi shares her journey from working in asset management to launching a CPG startup, tackling the challenges of bootstrapping, cold-calling manufacturers, and navigating the retail landscape. She also discusses how Häppy Candy is making waves in independent stores and national retail, leveraging social media, influencer marketing, and trade shows to expand its footprint. Tune in to hear how Maxi is reshaping the candy industry with a healthier, delicious alternative—all while managing a full-time job in New York City. Listen in as they share about: Episode Links: Website: https://haeppycandy.com/ LinkedIn: https://www.linkedin.com/company/haeppy-candy/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Tim Dornfeld, Director of Category Management at KeHE, to dive deep into what every brand should know about working with a distributor. Tim shares valuable insights on common misconceptions, the key factors that set successful brands apart, and how KeHE supports emerging brands through programs like KeHE Elevate and Trend Finder. They also discuss the role of KeHE as a Certified B Corp, how the company fosters community impact through KeHE Cares, and the importance of category management in identifying innovation that will perform well at retail. Plus, Tim reveals the latest industry trends, including the rise of protein-packed products, non-alcoholic beverages, and global flavors. Whether you're a new brand looking to break into distribution or an established one aiming to scale, this episode is packed with actionable advice to help you navigate the process effectively. Tune in now! Listen in as they share about: Episode Links: Website: https://www.kehe.com/ LinkedIn: https://www.linkedin.com/in/timdornfeld/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG podcast, Grace Kennedy sits down with Jennifer Schwartz, the founder of Freezecake—the first brand to offer freeze-dried cheesecake. Jennifer shares the incredible journey of how a simple need to preserve inventory during a health crisis led to the creation of a completely new product category. From her background as a pastry chef to going viral on TikTok and landing Freezecake in Whole Foods, Jennifer opens up about the challenges and triumphs of building a brand from the ground up. They also dive into product innovation, retail strategy, the power of TikTok Shop, and the future of the freeze-drying industry. Plus, Jennifer reveals her most popular flavors (and some exciting new ones in the works). Don’t miss this inspiring conversation about resilience, entrepreneurship, and making bold business moves. Tune in now! Listen in as they share about: Episode Links: Website: https://www.freezcake.com/ LinkedIn: https://www.linkedin.com/in/jenifer-shwartz-a9930b48/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff dives into the world of celebrity endorsements and brand partnerships with legal expert Hillary Hughes of Foster Garvey. They break down the different structures of celebrity deals—cash, equity, royalties, and affiliate marketing—and what brands are really paying for when they bring on a big name. Hillary shares insider insights on structuring contracts, negotiating exclusivity, managing risks (like "morals clauses"), and ensuring brands actually get value from these partnerships. They also discuss the difference between influencers and celebrities, the role of talent agents, common legal pitfalls brands face, and why not all endorsements translate into sales. Whether you’re a startup considering a celebrity deal or just curious about how these partnerships work behind the scenes, this episode is packed with essential takeaways. 🎧 Listen now to learn how to navigate the world of celebrity partnerships the right way! Foster Garvey is a full-service law firm dedicated to supporting innovative companies, government entities and individuals in navigating legal and business challenges. Our team offers strategic, cross-disciplinary support in areas like corporate structuring, capital raises, intellectual property and regulatory compliance. Serving a diverse range of clients - from startups to global brands - we provide guidance on marketing, influencer partnerships, food safety, licensing and more. Listen in as they share about: Episode Links: Website: https://www.foster.com/ LinkedIn: https://www.linkedin.com/in/hillaryhhughes/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG podcast, Grace Kennedy speaks with Zoe Levin, founder and CEO of Bim Bam Boo, a pioneering tree-free paper company committed to sustainability and innovation. As a second-generation entrepreneur in the eco-friendly paper industry, Zoe shares her journey of building a purpose-driven brand, from identifying market gaps to developing innovative packaging and navigating the complexities of scaling a CPG company. Zoe discusses the challenges of disrupting a legacy industry, the strategic decisions behind product design and consumer engagement, and the financial realities of transitioning from bootstrapping to securing funding. She also provides valuable insights into retail expansion, customer retention strategies, and the role of sustainability in consumer purchasing decisions. Whether you're a founder, investor, or industry professional, this conversation offers actionable takeaways on building a brand with impact. Listen now and explore how Bim Bam Boo is reshaping the paper industry. Plus, enjoy 20% off your first purchase at bimbamboopaper.com with code StartupCPG. Listen in as they share about: Episode Links: Website: https://www.bimbamboopaper.com LinkedIn: https://www.linkedin.com/in/zoelillian/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Caitlin Bricker, Editor of Startup CPG, Lauryn Bodden, Founder of S'NOODS, and Leanne Viola, Founder of Whims Delights to break down Expo West 2025—the industry’s biggest event of the year. They dive into key takeaways, touch on the hot debate: Did Expo West lack innovation? Hear firsthand insights on how emerging brands are making waves, the power of small booths over flashy displays, and how founders are navigating today’s tough funding environment with creative business models. Lauryn and Leanne also share their real Expo West experiences, including major retailer meetings, unexpected media coverage, and the behind-the-scenes hustle that made the event unforgettable. If you’ve ever wondered what it takes to stand out at Expo West and make the most of your investment, this episode is packed with valuable insights. Tune in to hear how Startup CPG is shaping the future of emerging brands and why Expo West is still the ultimate stage for breakthrough innovation. Listen in as they share about: - Whims (Leanne Viola) Episode Links: LinkedIn: https://www.linkedin.com/in/caitlinbricker/ Website: https://www.whimsdelights.com LinkedIn: https://www.linkedin.com/in/leannev/ Website: https://www.eatsnoods.com/ LinkedIn: https://www.linkedin.com/in/laurynbodden/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Grace Kennedy sits down with Susan Hartman, co-founder of Recoup Beverages, to discuss the journey of building a gut-healthy hydration brand. Susan shares how she met her co-founder, Siwat, and how his personal health journey inspired the creation of Recoup. She dives into the challenges and triumphs of transitioning from a fresh juice product to a shelf-stable beverage, navigating retail expansion, and securing national distribution with Sprouts. Susan also talks about the importance of branding, packaging decisions, and how to strategically market a beverage product in a competitive industry. She provides insights on raising capital, working with distributors, and leveraging trade shows like Expo West to gain visibility and connect with investors. Whether you’re an emerging founder or a CPG enthusiast, this episode is packed with practical insights on brand positioning, retail growth, and consumer engagement. Tune in now to hear Susan’s journey and learn how Recoup is redefining hydration! Listen in as they share about: Episode Links: Website: https://www.recoupwellness.com/ LinkedIn: https://www.linkedin.com/in/susan-buckwalter-hartman-704a19a/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics