The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Ryan Williams, founder of Northhall, to demystify CPG finance and accounting for early-stage consumer brands. The conversation covers everything from the bare minimum financial foundations a founder needs to get right, to the metrics investors care about most—and the hard-earned lessons Ryan has picked up from years of working hands-on with hundreds of brands across stages. 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: 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Kun Yang, co-founder of Pricklee—a natural hydration drink powered by prickly pear cactus fruit with no artificial dyes, no artificial sugars, and no plastic. Caitlin and Kun crack open the brand-new Pricklee 2.0 cans live on the podcast and dive into the four-and-a-half-year journey from launching in Boston in 2021 to hitting what Kun describes as a true product-market fit moment. 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: 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this solo episode of the Startup CPG Podcast, Daniel Scharff—Founder & CEO of Startup CPG—shares his complete playbook for winning at Expo West. 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. hereStartup CPG@startupcpgLinkedin Super Fantastics

In this mini episode of the Startup CPG Podcast, Daniel Scharff sits down with Hannah Ackermann and Taylor Davis from Comet to explore the fiber and gut health trends taking over CPG—and what brands should expect to see at Expo West 2026. 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: 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. hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Brian Bernstein, investor at Rich Products Ventures, to explore what corporate venture capital looks like in practice—and why it might be the strategic partner early-stage food brands didn't know they needed. The conversation dives deep into evaluating product-market fit, understanding the metrics that actually matter (velocity over door count, margin bridges, the "Toledo test"), and why venture capital isn't the right fit for every founder. Brian shares his unconventional path from investment banking at Bank of America (working on the Yeti IPO) to Blue Apron during its rise and fall, to MBA at Wharton, to Restaurant Brands International (Burger King, Popeyes, Tim Hortons), and eventually landing at Rich Products Ventures. He discusses how Rich Products—a $6 billion, 80-year-old, family-owned frozen food manufacturer—operates its corporate venture fund with a hybrid approach: 60-70% financial investor, 30-40% strategic partner. Drawing from recent investments like Evergreen (frozen better-for-you waffles), Ripple (pea milk), and Delicious (frozen novelty bites), Brian reveals what separates compelling opportunities from brands that aren't ready for institutional capital. Throughout the episode, listeners gain insider perspective on corporate venture versus traditional VC, the diligence process Rich Products Ventures runs (100% of what a financial investor does, plus strategic support), and why information walls, no right of first refusal clauses, and evergreen fund structures make corporate venture an asset—not a burden. Brian emphasizes his conviction drivers: founder-market fit, velocity in natural crossing into conventional, margin bridges with clear paths to profitability, and the "Toledo test" (if it won't sell in Toledo, Ohio, it's not a scalable brand). He also shares why venture money isn't right for every brand, how to think about exit timelines (7-10 years on average), and why founders should hire only when it's painful. Whether you're evaluating corporate venture investors, preparing for diligence, or wondering if venture capital is the right path for your business, this conversation offers clarity on what early-stage food investors care about most when backing mission-driven founders building real, durable businesses. Listen in as they discuss: 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Chef V (Vasudeva Rama Subramanian), founder of Alchemy of Food—a sauce brand built on the principle that "real ingredients make real magic." After losing his sense of taste and smell from COVID-19 as a professional chef, Chef V took a sabbatical from the restaurant world and rediscovered his palate through clean eating. That devastating experience led to the creation of Alchemy of Food, a line of sauces made with real ingredients, no ultra-processed junk, and no ingredients you can't pronounce. Chef V shares his journey from attending the Culinary Institute of America (which he calls "the Hogwarts of cooking schools") to opening restaurants around the world for well-known chefs, to winding down his restaurant career after COVID and launching a CPG brand. The conversation explores the moment he realized he couldn't smell cinnamon and cardamom in his rice, how honey from a local beekeeper became the foundation for his first sauces, and why he sold at five farmers markets a week in summer 2025 to validate product-market fit before scaling. Throughout the episode, Chef V discusses the transition from buying 5 pounds of honey for a restaurant to sourcing 55,000 pounds for CPG production, why he's a trendsetter (not a trend follower) who champions local ingredients like Tennessee honey and Carolina spices over imported truffles, and how his chipotle maple sauce became a crowd favorite with its time-release mechanism (sweet first, smoky second, heat third). He also shares his experience as a Shelfie Awards finalist, getting selected for Sprouts' innovation set, and what it's like to see his products on shelves next to industry giants like Yellowbird and Momofuku. Whether you're a chef-turned-founder navigating the science of CPG (pH levels, refractor readings, specific density), sourcing local ingredients to build a differentiated product, or building a self-funded brand while navigating the immigrant founder experience, this conversation offers honest lessons on transferring restaurant principles to CPG, staying true to your ingredient philosophy, and finding community in an industry that celebrates diverse flavors. Listen in as they discuss: Episode Links: https://www.theflavorsmith.comhttps://www.linkedin.com/company/the-flavorsmith/https://www.linkedin.com/in/vasisht-r-1814b69/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 Daniel Scharff sits down with Leana Salamah from the Specialty Food Association, John Lane from The Raley's Companies, and Marc Brown, founder of ONOIN—to recap the Winter Fancy Fair 2026 in San Diego. After 18 months of planning, the SFA brought together 10,000 attendees and over 1,000 brands for three days of 70-degree sunshine, meaningful buyer-brand connections, and a reimagined trade show experience that integrated San Diego's culinary scene into every corner of the event. Leana shares how the show evolved from a traditional trade show format into something that felt fresh, innovative, and community-driven—featuring restaurant takeovers, neighborhood activations, and a show floor designed to create a journey through specialty food trends. John discusses why he made the trek from Northern California to scout innovation for Raley's Get Curious initiative, what trends he's tracking for the back half of 2026 (hello, sense maxing and Protein 2.0), and how 20-30 brands from the show will land on Raley's shelves in the next 7-8 months. Marc pulls back the curtain on what it's really like to exhibit as an emerging brand—from missing the first hour because of a wedding in New York to getting swarmed by buyers the moment he arrived, to landing tangible retailer acceptances and building a pipeline for the next 6-12 months. Throughout the episode, the group discusses the magic of the Startup CPG section (and why brands fight to get in), the importance of a 60-70% buyer-to-brand ratio, why Fancy shows offer the perfect middle ground between distributor deal-making and Expo's overwhelming scale, and how to use trade shows strategically across the year. They also preview what's coming for Summer Fancy Food in New York City (June 28-30)—and why you should book your hotel NOW because of the World Cup. Whether you're deciding which trade shows to invest in, looking to understand what buyers are really seeking at events, or wondering how to maximize ROI from your booth investment, this conversation offers honest reflections on what makes a trade show worth it—and why Winter Fancy Fair 2026 set a new standard. Listen in as they discuss: Episode Links: https://eatonoin.com/linkedin.com/in/marc-brown-41500546/?skipRedirect=truehttps://www.linkedin.com/in/johnlane-raleys/https://www.raleys.comhttps://www.linkedin.com/in/leanasalamah/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. hereStartup CPG@startupcpgLinkedin Super Fantastics You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Hayden Williams, Partner at BrandProject, to explore what pre-launch investors look for in consumer brands—before there's even a product name or revenue. The conversation unpacks the Wonderbelly acquisition by P&G, revealing what drives conviction at the idea stage and how authentic brand building in overlooked categories can lead to strategic exits. Hayden shares how BrandProject approaches pre-launch investing with 1-3M checks, often becoming the first money in before founders have finalized their company name. He breaks down the Wonderbelly case study: how two brothers reimagining gut health with clean-label antacids went from "Ginger Health" and "Aunt Acid" to a P&G acquisition in just over four years. Drawing from this portfolio success, Hayden reveals the three pillars of pre-launch conviction—founder-market fit, compelling problem-solution, and timely category opportunity—and explains why bringing humor and levity to unsexy, stigmatized categories creates authentic consumer trust that strategics can't easily replicate. Throughout the episode, listeners gain practical insights on crafting pre-launch fundraising narratives, understanding what "right time to build" actually means, and why explicit customer personas drive everything from packaging to retail execution. Hayden discusses the investor-founder working relationship post-check, why fundraising remains challenging even with strong traction, and what makes brands attractive acquisition targets beyond distribution. Whether you're raising pre-launch, building in an overlooked category, or curious how early investors evaluate ideas before traction exists, this conversation offers a transparent look at pre-revenue investing and strategic exits. Listen in as they discuss: 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: hereStartup CPG@startupcpgLinkedin Super Fantastics You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Kartik Das, founder of Doosra, a modern Indian snack brand bringing a fresh perspective to South Asian flavors. Kartik shares his journey from growing up in Chennai and Singapore to building a food brand in New York that celebrates the rich, diverse snack culture of India. Drawing from his background as a classically trained French chef, he explains how Doosra combines the essence of traditional Indian snacks with unexpected twists—like a subtle touch of sweetness—to create unique, crave-worthy experiences. Throughout the conversation, Kartik reflects on the inspiration behind Doosra’s name, which means “different” or “other,” and how it perfectly captures his approach to doing things his own way. He discusses the brand’s evolution—from humble beginnings at farmers’ markets with handmade packaging to its now-recognizable bright orange design and playful mascot, Ladu. Kartik also opens up about his deliberate decision to grow sustainably, focusing on building strong relationships with retailers, engaging directly with customers through sampling events, and prioritizing quality over rapid expansion. Gain insight into the broader South Asian CPG movement, as Kartik highlights dozens of fellow brands driving awareness and collaboration within the category. He emphasizes the importance of community over competition, thoughtful branding, and authenticity in every aspect of business. Tune in to hear how Doosra is redefining what it means to snack differently—and discover the power of culture, creativity, and connection behind every bite. Listen in as they share about: Episode Links: Website: https://eatdoosra.com/ LinkedIn: https://www.linkedin.com/in/daskartik/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: hereStartup CPG@startupcpgLinkedin Super Fantastics You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, hosts Daniel Scharff and Patricia Menegoto deliver the definitive preview of Expo West 2026, walking through every Startup CPG event and opportunity during the industry's most important week in Anaheim. The conversation covers Monday's Grocery Run with Gelson's 2.0 in Venice (bigger venue after last year's sellout), Tuesday's Kickoff Dinner at the Anaheim White House featuring industry leader dinners alongside main networking with buyers from Ahold and Whole Foods, the curated Startup CPG section with 20 brands and 500+ one-on-one buyer meetings, Wednesday's transformed Alley Rally (now 50 brands sampling in grocery run format with the top brand winning a free 2027 booth), and Thursday's Founders Dinner at Poppy and Seed designed for authentic founder-to-founder connections. Daniel and Patricia emphasize tactical strategies: always bring cold product to events, wear brand swag, apply early for sampling opportunities, and don't be intimidated to come solo. They share Startup CPG's culture of radical welcomeness—team members actively introduce people standing alone, making events feel like "camp reunion" rather than transactional networking. Patricia highlights her favorite section brands (Lupini pizzas, Pisca hot sauce) while Daniel emphasizes that Expo success comes from relationships built, not just immediate sales. Listen in as they discuss: Episode Links: https://www.linkedin.com/in/danscharff/ Don't forget to leave a five-star review on Apple Podcasts or Spotify. For sponsorship opportunities or to join the community, visit http://www.startupcpg.com. Show Links: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Nate Cooper, investor at Barrel Ventures, to explore what early-stage food and beverage investors look for when backing emerging brands. The conversation dives deep into evaluating product-market fit, understanding what drives conviction in early-stage deals, and why founder characteristics matter just as much as metrics when building a fundable CPG brand. Nate shares his unconventional path from multi-generational food industry roots to failed entrepreneur to successful angel investor—landing Olipop as his very first check. He discusses how Barrel Ventures approaches pre-seed to Series A investments with hyper-specialized focus on anything that touches food, from pre-farm to post-fork. Drawing from portfolio wins like Olipop, Gonanas, and Nowadays, Nate reveals what separates compelling opportunities from brands that aren't quite ready—and how founders can position themselves before they start raising capital. Throughout the episode, listeners gain insider perspective on building investor relationships, the founder traits that signal long-term success, and practical advice on metrics that matter: velocity over door count, margin structures relative to category benchmarks, and the power of compounding growth over hypergrowth. Nate emphasizes his litmus test for investment decisions: "Would I work for this person?" He also shares why non-consensus bets often become the biggest winners, how GLP-1s and wearables are reshaping food consumption, and why humility, grit, and team-first language are green flags for early-stage backers. Whether you're building toward your first institutional round or evaluating angel investors, this conversation offers clarity on what early-stage food investors care about most when backing mission-driven founders building real, durable businesses. Listen in as they discuss: Episode Links: Barrel Ventures Website: http://www.barrelvc.com LinkedIn: https://www.linkedin.com/company/barrel-ventures/about/ Nate Cooper - Investor, Barrel Ventures LinkedIn: https://www.linkedin.com/in/nathan-cooper-2ba9aa19/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com Show Links: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Yaniv Simpson, founder of The Conscious Bar, for an inspiring conversation about redefining the chocolate industry through radical transparency and intentionality. Yaniv shares his unique journey from getting banned from a candy store at age five to building a date-sweetened craft chocolate company committed to proving that chocolate isn't candy. Yaniv discusses the inspiration behind The Conscious Bar—a mission to create chocolate that's truly good for you, not just "better for you." He explains how combining two ancient superfoods, cacao and dates, with zero additives creates an indulgent experience that doesn't compromise on health, ethics, or environmental impact. The conversation explores the complexities of sourcing ethical, organic cacao that meets strict Prop 65 standards while maintaining phenomenal flavor profiles. They also delve into The Conscious Bar's commitment to 100% compostable packaging, building transparency into every aspect of the supply chain, and the decision to invest deeply in direct-to-consumer and social media education before scaling to retail. Yaniv reflects on the importance of intentionality in every decision—from nine months sourcing compostable materials to building a full creative agency in-house to educate consumers on why sugar isn't just sugar. You will also hear about The Conscious Bar's community-building approach through educational content, their VIP Circle, and upcoming limited edition SKUs launching in early 2026 as they expand into natural grocery retail. Tune in to learn how The Conscious Bar is challenging decades of cultural programming around chocolate by building trust, transparency, and a brand that refuses to compromise. Listen in as they share about: Episode Links: Website: https://theconsciousbar.co/ Instagram: https://www.instagram.com/theconsciousbar.co Personal LinkedIn: https://www.linkedin.com/in/yaniv-simpson-aa72b22a/ Company LinkedIn: https://www.linkedin.com/company/the-conscious-bar/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff reunites with fractional CMO Janice Greenwald to tackle the most frequently asked marketing questions from the 33,000+ member Startup CPG Slack community. From social media strategy to packaging design, PR investment to budget allocation, Janice brings 20 years of CPG marketing experience to answer the real questions early-stage brands are asking. Janice breaks down the multifaceted nature of social media—it's not just posting photos, it's content creation, graphic design, copywriting, influencer outreach, brand partnerships, and potentially paid media. She shares why small agencies can sometimes offer better value than freelancers through economies of scale, recommending specific partners like Steph Nash Marketing for creative content and Gawronski Media for paid ads. The conversation challenges conventional wisdom around investing in social media and PR at launch, with Janice emphasizing that these are long-term brand-building tools, not immediate sales drivers—and why 60-70% of your marketing budget should focus on velocity if that's your primary objective. Throughout the episode, Janice shares hard-earned lessons from the trenches: packaging structure mistakes at Sabra that cost hundreds of thousands in custom molds, why chip brands need air-filled bags to compete on shelf presence, how to maximize shelf space by actually measuring retail dimensions with a tape measure, and why you should always design beverage packaging for the side that will be merchandised (not the pretty side). She discusses the "rule of sevens" for brand awareness, explains why PR is better suited for investor and buyer visibility than consumer sales, and reveals her philosophy that specialists working fractionally often deliver better results than generalist full-time hires at similar costs. Whether you're allocating your first marketing budget, choosing between agencies and freelancers, designing packaging that actually works on shelf, or deciding if social media and PR are worth the investment, this episode delivers honest, tactical guidance from someone who's made the mistakes so you don't have to. Listen in as they discuss: Episode Links: Janice Greenwald - Gawronski Media LinkedIn: https://www.linkedin.com/in/janice-greenwald-marketing-consultant/ Website: https://gawronskimedia.com/ 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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Brian Folmer, founder of FirstLook Ventures, to explore what founders need to know before fundraising—from building compelling pitch decks to avoiding common mistakes that sink deals. Brian brings a rare full-stack perspective to consumer investing: founder, operator, ecosystem builder, and now investor backing early-stage brands through FirstLook Ventures and SPVs. His journey spans dropping out of law school to launch his first startup, working in corporate retail at Abercrombie and Victoria's Secret, investing at XRC Ventures, and eventually building First Look—a monthly curation box that connects emerging brands with 300+ angel investors, VCs, and family offices. Throughout the conversation, Brian shares what separates founders who successfully raise from those who struggle, breaking down the core elements every pitch deck needs (particularly the "why now" thesis), why demonstrating passion alongside credentials matters for long-term conviction, and how capital efficiency thinking (18 months of runway, not too much capital) sets brands up for sustainable growth trajectories. Brian discusses why social capital in VC is more valuable than deal volume, explains the psychology of winning over investors beyond just metrics, and shares a compelling case study with Half Day Iced Tea's fiber trend positioning. He addresses common founder questions around retail requirements for fundraising (spoiler: you don't need it), how many rounds to anticipate in a CPG brand's lifecycle, and tactical advice on breaking into venture capital without traditional investment banking experience. If you're preparing for your first institutional raise, refining your fundraising strategy, or wondering what investors actually evaluate beyond the numbers, this episode offers grounded, actionable insights from someone who's been on both sides of the table. Listen in as they discuss: Episode Links: Brian Folmer — Founder, FirstLook Ventures LinkedIn:https://www.linkedin.com/in/brianfolmer/ Company LinkedIn: https://www.linkedin.com/company/firstlookvc/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com Show Links: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Heidi and William Schneider, the husband-and-wife team behind Tea Jams—the world's first organic fruit jam infused with tea that's redefining what a pantry staple can be. Chef William, a Culinary Institute of America graduate, started making Earl Grey syrups for Mother's Day brunches at a local inn where quilting groups raved about the flavor. He transformed those syrups into jams with 40% less sugar than traditional options, using only organic whole fruit instead of juice concentrates. Heidi, a special education teacher with a background in social media marketing, joined forces with William to build the brand's visual identity and community presence. Throughout the conversation, the Schneiders share how their relationship literally grew alongside their business—they met on Hinge, got engaged while visiting their first retailer in Miami, and hosted their first pop-up on their one-year wedding anniversary. They've handcrafted nearly 20,000 jars between the two of them while keeping their full-time jobs, proving that small businesses (really small—just the two of them!) can make big impact. You'll also learn about Tea Jams' versatility—from toast topping to mocktails at farmers markets to marinades for fish—and how they landed in Harney & Sons gift sets and Murray's Cheese at Grand Central Terminal (where they used to meet for dates!). The episode explores their retail vs DTC strategy, why the definition of "small business" needs to change, and how they're building authentic brand partnerships with established companies. Listen now to hear their infectious energy and learn how two people are disrupting an industry that's "been asleep for a little bit." Listen in as they share about: Episode Links: https://www.tea-jams.com/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this special New Year's episode of the Startup CPG Podcast, host Daniel Scharff invites three founders from the Startup CPG community to share their 2026 brand resolutions—offering practical wisdom on focus, authenticity, and strategic growth for emerging CPG brands. Rebecca Styn, founder of Blind Tiger Spirit Free Cocktails, discusses her resolution to eliminate noise by being more intentional about opportunities. After initially going wide geographically and saying yes to numerous opportunities—from celebrity gifting to event activations—Rebecca shares why she's now focusing deep in her regional markets and being strategic about what aligns with her business goals. She emphasizes the hidden costs of "free" opportunities in beverage, where shipping often exceeds product cost and consumer purchase behavior doesn't support random sampling. Dava Guthmiller, founder of A Dash of (a taste education platform and curated shop specializing in salt, butter, and chocolate), shares her resolution to step into the spotlight. Despite her passion for interviewing makers and sharing their stories, Dava struggles to apply the same approach to her own brand on social media. She discusses the importance of authenticity, why sharing her personal passion matters for building trust, and how she's working to showcase herself and her story online, not just the products she curates. Andrew Schundler, co-founder of CH Matcha (a canned ceremonial-grade matcha latte), discusses his resolution to double down on what works in retail. Launching in July 2025, Andrew and his wife Chloe quickly learned that most consumers don't buy heavy beverage online. By focusing on in-person tastings and strategic retail placement—particularly sandwich shops—they've found their formula. Andrew emphasizes going deep rather than wide, learning from data, and knowing when to say "not yet" to opportunities that could stretch the business too thin. Listen in as they discuss: Episode Links: Blind Tiger Spirit Free Cocktails: https://www.blindtigerspirit.com/ https://www.instagram.com/blindtigerspirit/ A Dash of: https://www.adashof.com/ https://www.instagram.com/adashof/ CH Matcha: https://www.drinkch.com/ https://www.instagram.com/drinkchmatcha/ 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 Hannah Dittman sits down with Trevor Rechnitz, Principal at Ventera Ventures, to explore the realities of fundraising—not just what looks good on paper, but what truly matters to investors. Trevor brings deep consumer investing experience built over nearly a decade, from sourcing and diligence to partner engagement and post-close value creation. At Ventera Ventures, Trevor helps evaluate and back visionary teams and companies redefining consumer health, digital health, and enabling technologies across branded products and emerging categories. Ventera Ventures is the venture and growth equity arm of Ventera Capital, investing $1-10M checks into seed and Series A rounds across a $6 trillion consumer health category growing 10% year over year—from supplements and functional beverages to digital healthcare and health tech infrastructure. Throughout the conversation, Trevor breaks down common pitfalls founders encounter during fundraising and diligence processes, what makes an A+ intro call (strong problem-solution articulation and founder-market fit), and why knowing your numbers cold is non-negotiable. He shares practical insights on LTV to CAC dynamics (targeting 3x+ over 2-3 years), why gross margins north of 60-70% matter so much, and how to diagnose weak metrics by breaking them into components—AOV problems, margin problems, or repeat purchase problems (the hardest to fix). Trevor also discusses the importance of expectation setting with investors (success = results minus expectations), why consistent monthly investor updates are one of the most correlated variables to success, and what revenue ranges typically align with each fundraising round (0M pre-seed, 1-5M seed, 5-15M Series A, 15-30M+ Series B). Whether you're navigating your first fundraising process or looking to level up your investor relationships, this episode offers grounded, practical insights on what investors actually evaluate and how to build with intention from day one. Listen in as they discuss: Episode Links: Trevor Rechnitz - Principal, Ventera Ventures https://www.venteraventures.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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Taylor Espinoza, founder of Unicorn Bites, a fast-emerging better-for-you snack brand known for its 100% date-sweetened, allergen-free mini cookies. Taylor shares her remarkable journey from practicing law to building a brand that’s redefining indulgence with clean, functional ingredients designed to be school-safe and family-friendly. Throughout the conversation, Taylor discusses how Unicorn Bites evolved from a farmer’s market concept into a shelf-ready product beloved by parents and kids alike. She reveals the product development process—refining hundreds of recipes, responding to direct consumer feedback, and navigating challenges such as ensuring product consistency and durability during warm-weather shipping. You will also gain insight into Taylor’s retail and growth strategy, her focus on local market expansion in New Jersey and New York, and her long-term vision of landing partnerships with leading natural retailers like Whole Foods and Erewhon. The episode closes with an engaging discussion on the evolving value of certifications, ingredient transparency, and how modern consumers are reshaping the standards of trust and authenticity in the food industry. Listen now to learn how Taylor Espinoza turned a weekend baking passion into a purpose-driven snack brand. Listen in as they share about: Episode Links: Website: https://tryunicornbites.com/ Instagram: @tryunicornbites Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this solo episode of the Startup CPG Podcast, founder and CEO Daniel Scharff shares the tools he actually uses every day to save time and run his business more efficiently in 2026. None of these are sponsors or partners—just genuine recommendations from tools that have made a real difference in productivity. Daniel breaks down his toolkit into four key buckets: Core Operating System (Superhuman for email management with snippets and reminders, Notion for project management, and Surfe for LinkedIn outreach automation), Back Office Solutions (Calendly for scheduling and Bill.com for invoicing), Content Creation Tools (Riverside.fm for high-quality recordings and ChatGPT for brainstorming and analytics), and Team & Talent Resources (Upwork for finding specialized contractors, LinkedIn Jobs for hiring, and offshore contractors for cost-effective team building). Whether you're looking to master inbox zero, automate repetitive tasks, create better content faster, or build a lean team on a tight budget, this episode offers practical, tested solutions that Daniel uses at Startup CPG every single day. Listen in as Daniel shares: None of these are sponsors or partners of Startup CPG, these are actual tools that we use to save time. To join our slack community, visit startupcpg.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: hereStartup CPG@startupcpgLinkedin Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Brian Bustamante-Nicholson, a partner at Greycroft in the consumer brands vertical, to explore what growth-stage investors actually look for in consumer businesses—and how founders can build with intention from day one. Brian has spent 15 years working alongside founders building consumer businesses, developing a sharp lens for what actually drives durable growth versus what just looks good in a pitch deck. His experience spans deep e-commerce knowledge and evaluating brands at the earliest stages through to scale, giving him a practical, operator-minded view of how products, teams, and metrics evolve over time. At Greycroft, Brian leads a separate consumer investment strategy alongside founding entrepreneurs Catherine Power (Avaline, Burst, Merit) and Eric Ryan (Method, Olly), investing in exceptional growth-stage consumer businesses at inflection points—typically $5-15M in revenue with strong product-market fit signals. Throughout the conversation, Brian shares the core pillars he looks at during diligence (velocities, cohort behavior, repeat purchase rate, unit economics, margin structure), why capital efficiency matters more than flashy growth, and how strategics evaluate businesses the same way investors do—making gamesmanship around metrics a losing strategy. He discusses lessons learned from standout portfolio companies like Array (anti-aging hair care), what strong founders consistently get right for long-term success, and how to think about building real defensibility as you grow—particularly the importance of retail distribution as a moat in oversaturated categories like health and wellness, skincare, and beverage. Brian also shares his perspective on how AI is beginning to meaningfully show up in the consumer space through agentic commerce (AI agents shopping on consumers' behalf), why building digital footprints and distribution today will benefit brands tomorrow, and why being a first adopter in platform shifts creates outsized advantages through better marketplace economics. Whether you're navigating business decisions or fundraising conversations, this episode offers grounded, thoughtful insights on how investors evaluate consumer businesses and what it takes to build enduring brands that compound over time. Listen in as they discuss: Episode Links: Brian Bustamante-Nicholson - Partner, Greycroft LinkedIn: https://www.linkedin.com/in/brian-b-nicholson-a813372/ Greycroft Website: https://www.greycroft.com LinkedIn: https://www.linkedin.com/company/greycroft-partners/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com Show Links: hereStartup CPG@startupcpgLinkedin Super Fantastics