Advertise on podcast: The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with his longtime friend Gulrez Arora, founder of Gymkhana Fine Foods, the retail brand born out of London's two-Michelin-star Gymkhana restaurant, to talk about building a global premium Indian food brand from scratch. Gulrez and Daniel first met working together at Mars, where Gulrez spent nearly a decade in strategy roles across Asia Pacific chocolate and later ran an internal innovation and venture studio program. That experience taught him how hard it is to manufacture true founder energy inside a large corporation, and eventually led him to London, where a chance introduction to the founders of JKS Restaurant Group (the team behind Gymkhana) sparked the idea of bringing the restaurant's uncompromising culinary standard into center store. Daniel and Gulrez dig into the year-long process of translating Gymkhana's restaurant recipes into shelf-stable products without cutting corners, the hybrid in-house and co-packed manufacturing model built to protect quality, why the brand has driven outsized category growth and incrementality everywhere it launches, and how lessons from Mars and consulting shaped Gulrez's approach to scaling in both the UK and the US. Listen in as they discuss: How Gulrez's decade at Mars, including running an internal venture studio, shaped his instincts as a founderThe serendipitous introduction to JKS Restaurant Group that led to the Gymkhana retail partnershipWhy the team waited over a year to launch, refusing to bring a product to market they weren't fully proud ofThe multi-layered, restaurant-style cooking process behind Gymkhana's sauces, and why there are no shortcutsThe hybrid manufacturing model, with 40 to 50% of products made in-house and the rest co-packedGymkhana's current product lineup, from simmer sauces to marinades, and what's coming nextWhy the brand has driven 900% category growth in the UK, with the majority of sales fully incrementalHow Gymkhana's in-store activation strategy, especially near meat and poultry, drives trial and repeat purchaseThe differences between building awareness in the UK versus the US, where Indian food is less culturally embeddedGymkhana's $8.5 million Series A with CAVU Ventures, and how that partnership has shaped the brand's growth Episode Links: Gulrez Arora LinkedIn: www.linkedin.com/in/gulrez-arora-2b40208Gymkhana Fine Foods LinkedIn: www.linkedin.com/company/gymkhana-fine-foods-ltdGymkhana Fine Foods Website: www.gymkhanafinefoods.comGymkhana Fine Foods Instagram: @gymkhanafinefoodsDon'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 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 (40K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this episode of R&D Radio, host Adam Yee sits down with longtime friend Thom King, Founder and Chief Innovation Officer of Icon Foods, for a deep dive on sweetener systems from a food scientist's perspective. Thom founded Icon Foods in 1999 (originally as Steviva Brands), becoming one of the first companies to import stevia glycosides into the US. After partnering with Quest Nutrition on their first bar, the company shifted fully into ingredient supply, eventually rebranding to Icon Foods and expanding into rare sugars, fibers, and polyols. Thom holds a Master's degree in Food Science from Cornell and has spent decades helping brands solve one of the industry's toughest problems: removing sugar without sacrificing taste, texture, or consumer acceptance. Adam and Thom break down the eight functions of sugar beyond sweetness, why fiber stacking (as seen in brands like Olipop) helps avoid gut discomfort while boosting mouthfeel, and how sweeteners like erythritol, allulose, and tagatose each behave differently in formulation. They also dig into supply chain timing, tariffs, and Thom's practical advice for founders working with a formulator versus experimenting solo in the kitchen. Listen in as they discuss: The eight core functions of sugar that formulators have to account for beyond sweetnessWhy fiber stacking, like Olipop's approach, helps avoid GI discomfort while replicating sugar's viscosityA breakdown of common alternative sweeteners, including erythritol, allulose, and monk fruit, and where each works bestWhy stacking sweeteners (like erythritol with allulose and a high-intensity sweetener) often beats using just oneHow monk fruit and stevia combined can actually mask each other's bitter off-notesWhat tagatose is, how it’s made from lactose, and why it scorches faster than other reducing sugars in baked goodsWhy allulose not being accepted at Whole Foods may matter less than founders think, and why Target can be a stronger retail runwayWhy vegetable glycerin is an underrated tool for preventing bars and baked goods from going stale or crumblyHow protein-based sweetness modulators like thaumatin work, and why they need a sweetener backbone to succeedThe supply chain outlook for monk fruit, stevia, allulose, tagatose, and erythritol, including when to buy monk fruit and why to start planning 2027 purchases nowWhy founders should work with a professional formulator rather than scaling a kitchen recipe directly Episode Links: Thom King LinkedIn: www.linkedin.com/in/iconicthomIcon Foods LinkedIn: www.linkedin.com/company/icon-foods-ingredientsIcon Foods Website: www.iconfoods.comIcon Foods Facebook: www.facebook.com/iconfoodsingredientsContact Thom directly: [email protected]  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 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 (40K+ members and growing!)Follow @startupcpgVisit host Adam's LinkedInQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Operator Spotlight, host Hannah Dittman sits down with Hye Rin (Juliet) Choi, VP of Product at Grüns, to unpack the product philosophy and process behind one of the fastest billion-dollar acquisitions in CPG history. Hye Rin (Juliet) started her career in brand management at Johnson & Johnson's consumer health division, working on brands like Neutrogena and Tylenol, before pursuing her MBA at Stanford, where she met Grüns founder and CEO Chad Janis. She joined as employee number nine and the company's first product hire, helping build the product function from the ground up as Grüns scaled to over 130 employees and was acquired by Unilever roughly three years after launch. Hannah and Hye Rin (Juliet) dig into the "taste to retain" philosophy that drives Grüns' product decisions, the rigorous, multi-stage testing process behind every formula, why bringing R&D and science/regulatory in-house was one of the company's biggest unlocks, and what it actually takes - sometimes 30 to 40 iterations - to bring a new gummy to market. Listen in as they discuss: How Hye Rin (Juliet) went from brand management at Johnson & Johnson to becoming Grüns' first product hireThe "taste to retain" philosophy behind Grüns' approach to product innovationWhy solving for daily adherence, not just efficacy, was the real unlock behind Grüns' successHow Grüns collects and acts on customer feedback throughout the entire development processWhy 30 to 40 iterations are often needed to land a more complex gummy formulationThe multi-stage testing process, from lab-scale research to third-party labs, that ensures product efficacyWhy bringing R&D and science/regulatory functions in-house transformed Grüns' quality and speedThe unique manufacturing challenges of working with gummies, from texture to shelf-life stabilityHow Grüns evaluates whether a new product category or line extension is worth pursuingHye Rin (Juliet)'s advice on documentation, version control, and protecting IP as a brand scales Episode Links: Hye Rin (Juliet) Choi LinkedIn: www.linkedin.com/in/julietchoiGrüns LinkedIn: www.linkedin.com/company/GrunsGrüns Website: www.Gruns.coGrüns Instagram: www.instagram.com/GrunsdailyDon'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 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 (40K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Erica Haft, founder of Sweeter Collective, an organic hard candy brand modernizing the category with just 16 calories, less than 3 grams of sugar, and nearly 2 grams of fiber per piece. Erica spent almost 10 years as an attorney before leaving law behind to build the brand. Her inspiration was close to home: her mother, a registered dietitian, has eaten hard candy daily for over 30 years to satisfy her sweet tooth without derailing her health goals. After nearly two years of R&D, including an early attempt at the old-school "panning" technique used for jawbreakers, Erica landed on a boiling method using soluble tapioca fiber and oats to create a long-lasting, slow-dissolving candy in a custom round sphere mold. Caitlin and Erica dig into why the panning technique didn't work out, how Erica found a co-manufacturer willing to make an unconventional round candy shape, the planetary branding inspired by her hometown of Jupiter, Florida, real feedback from in-store demos at Sprouts, and how she's positioning hard candy not as a treat to restrict, but as a daily tool for mindfulness and control. Listen in as they discuss: How Erica's mother's 30-year hard candy habit as a registered dietitian sparked the idea for Sweeter CollectiveWhy Erica initially tried the old-school "panning" technique used for jawbreakers, and why it didn't workHow she landed on a boiling method using soluble tapioca fiber and oats for a slow-dissolving candyWhy finding a co-manufacturer with a round sphere mold (instead of the standard disc shape) took monthsThe planetary branding, inspired by her hometown of Jupiter, Florida, that shapes the "Sweeter Universe" conceptReal customer feedback from in-store demos at Sprouts, including hesitation around price pointWhy Erica frames Sweeter Pops as "the cheapest tool in your toolbox" compared to other wellness spendHow the brand is evolving its packaging to better educate shelf shoppers on what makes it differentWhy positioning hard candy as a mindfulness tool, not a restriction, is central to the brand's messageWhat's next for Sweeter Collective, including a packaging refresh and dream flavor collaborations 🍬 Listener Perk: Use code STARTUPCPG for 10% off your order at sweetercollective.com - one-time use per customer. Episode Links: Erica Haft LinkedIn: www.linkedin.com/in/ericahaftSweeter Collective LinkedIn: www.linkedin.com/company/sweetercollectiveSweeter Collective Website: www.sweetercollective.comSweeter Collective Instagram: www.instagram.com/sweetercollectiveSweeter Collective TikTok: @sweetercollectiveDon'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 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 (40K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this bonus solo episode, host Daniel Scharff breaks down everything founders need to know about Founders & Funders, Startup CPG's flagship fundraising event happening December 10th in New York City, to help you decide whether you should apply. Daniel explains why he built the event: after hearing founders describe spending up to 50% of their time on fundraising, he wanted to create a highly efficient, application-based summit that brings together the top 100 VCs in emerging CPG with the community's strongest brands for a single, high-impact day. Unlike the free, ticketed regional roadshows Startup CPG runs throughout the year, the December event is capped, competitive, and application-based, designed around fast, curated one-on-one meetings rather than open networking alone. Daniel walks through exactly how the day works, from the one-pager application brands submit ahead of time (which VCs review to select the meetings they want) to what a typical five-to-ten-minute investor conversation actually looks like. He also shares who's already confirmed to attend, from major retailers to dozens of top consumer VC firms, and offers honest, practical advice on applying, including how early you should apply and what actually matters in your application video. Listen in as he covers: Why Daniel created Founders & Funders after hearing founders describe spending half their time on fundraisingThe difference between Startup CPG's free, ticketed roadshows and the application-based December summitHow the one-pager application works, and why VCs use it to pre-select which brands they want to meetWhat a typical one-on-one meeting at the event actually looks like, and how long they really lastWhy Daniel believes even brands not actively fundraising yet should consider applying for 2027The retailers and VCs already confirmed to attend this year's event, including 7-Eleven Ventures, Albertsons, Walmart, and dozens of leading consumer VC firmsHow the rolling, batch-based application review process works, and why applying early mattersWhat to actually include in your application video, and why it doesn't need to be polishedWhy building relationships with investors early, even before you're ready to raise, pays off laterHow the roadshows can be a great alternative or complement for brands who aren't accepted to the December event Apply for Founders & Funders by Startup CPG: https://bit.ly/podcastfnf Episodes mentioned in this episode: Inside Founders & Funders with Alex Michaelsen from Leisure Hydration and Alex Malamatinas from MelitasFounder + Funder: Alex Michaelsen, Founder of Leisure Hydration and Ryan Springer, Midnight Venture PartnersDon'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 (40K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: https://www.linkedin.com/in/danscharff/Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Adam Marsh and Gabrielle McGonagle, partners at Giannuzzi Lewendon, a top-tier CPG law firm, for a deep dive on term sheets and what every founder needs to understand before raising capital. Adam has spent nearly 13 years practicing law focused on the CPG space, while Gabrielle brings over a decade of experience at the firm, including work on major exits like BodyArmor's $8 billion sale. Together, they've guided countless CPG brands through fundraising, from pre-revenue startups to companies doing nine figures in revenue, and are frequent partners of Startup CPG's Founders and Funders events. Daniel, Adam, and Gabrielle break down what a term sheet actually is, why founders should consider proposing their own terms instead of waiting on investors, and the key levers, beyond valuation, that determine how good a deal really is. They cover protective provisions, board control, liquidation preferences, option pools, redemption rights, and more, offering founders a practical framework for knowing what to fight for and what to let go. Listen in as they discuss: What a term sheet actually is, and why founders should consider proposing their ownWhy negotiating a term sheet properly upfront saves time and money in the long runWhat investor blocking rights (protective provisions) are, and how far they can extendWhy a seemingly small board block can function as a backdoor block on future financingThe critical difference between protective provisions held by an investor versus a board directorWhy budget approval rights should stay at the board level, not the investor levelHow founders can maintain board control even as the board grows with each funding roundThe difference between participating and non-participating preferred stock, and why it mattersHow option pools work, and why founders should push for them to be calculated post-moneyWhat redemption rights, pro rata rights, and reporting obligations mean for founders long-term Episode Links: Adam Marsh LinkedIn: www.linkedin.com/in/adam-marsh-847a8571Gabrielle McGonagle LinkedIn: www.linkedin.com/in/gabrielle-mcgonagle-803b2b21Giannuzzi Lewendon LinkedIn: www.linkedin.com/company/giannuzzi-lewendon-llpGiannuzzi Lewendon Website: www.gllaw.usGiannuzzi Lewendon Instagram: @giannuzzilewendonContact Adam directly: [email protected] Contact Gabrielle directly: [email protected]  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 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 (40K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Investor Spotlight, host Hannah Dittman sits down with Ashley Hartman, Managing Partner at Bluestein Ventures, an early-stage firm investing at the intersection of culture, science, and technology in modern wellbeing and consumer brands. Ashley's path to venture capital ran through financial consulting at NERA Economic Consulting and then operating strategy at her family's manufacturing business, giving her a rare blend of analytical rigor and hands-on operating experience. She's now co-Managing Partner at Bluestein Ventures, which evolved from a family office into an independent, family-backed VC fund, and has made more than 40 investments across her career, primarily at seed through Series A. Hannah and Ashley dig into Bluestein's four-part diligence framework, the "unicorn" combination of traits Ashley looks for in a founder, why rapid growth can quietly mask a fragile business, what the first 90 days after an investment actually looks like, and how founders should think about timing their next raise. Listen in as they discuss: Bluestein Ventures' focus, check sizes, and the market forces shaping its investment thesisHow family office capital differs from traditional venture capital, and what that means for foundersThe four-part scorecard Bluestein uses in diligence: vision, playbook, engine, and termsThe key CPG metrics Ashley wants founders to know cold, from net revenue by channel to LTV/CACThe rare "unicorn" combination of vision and operational depth Ashley looks for in foundersWhy broad distribution right out of the gate is often a red flag, not a strengthWhat the first 90 days of a new investment partnership typically looks likeWhy growth can conceal a fragile business, and what "capital efficiency" really means in practiceHow Bluestein supports portfolio companies through setbacks, using two real (anonymized) examplesAshley's framework for knowing exactly when a founder is ready to raise Episode Links: Ashley Hartman LinkedIn: www.linkedin.com/in/ashleyhartman2Bluestein Ventures LinkedIn: www.linkedin.com/company/bluesteinventuresBluestein Ventures Website: www.bluesteinventures.comBluestein Ventures X: @BluesteinVCDon'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 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 (40K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Caroline Dai, founder of TofuGo, a savory protein snack made from whole foods tofu with 12 grams of protein, zero sugar, and zero natural flavors. Caroline grew up eating tofu daily in her Chinese family before moving to Seattle at age 13. After years working in business and finance, constantly snacking on sugary protein bars at her desk, she realized there was nothing savory, whole-food, and additive-free on the market. She launched TofuGo in March 2026, and just two weeks later, a simple living-room video went viral with over 350,000 views. Five months in, the brand is now in over 40 U.S. states and Canadian provinces, with a growing base of repeat subscribers. Caitlin and Caroline dig into the craveable, ancient Chinese culinary craftsmanship behind the product, why she's intentionally staying savory instead of chasing every trend, how strong sell-through data has changed retailer conversations, and her vision for TofuGo as a nationwide, mainstream snack accessible to vegans, fitness enthusiasts, and families alike. Listen in as they discuss: How growing up eating tofu daily in a Chinese household inspired Caroline to build TofuGoThe unscripted, low-production living room video that hit 350,000 views two weeks after launchWhy TofuGo's two current flavors, soy barbecue and spicy chili, were chosen to bridge Asian flavors with mainstream American snackingThe ancient Chinese culinary technique behind removing water content to turn fresh tofu into a shelf-stable snackWhy TofuGo intentionally stays focused on two SKUs instead of expanding the lineup too quicklyHow the packaging design, inspired by Chinese red envelopes, became a core part of the brand's identityWhy strong in-store velocity data has helped overcome retailer skepticism about "niche" Asian flavorsHow TofuGo built inbound international demand, including an upcoming UK launch, without deliberately pursuing itWhat's next for the brand, including an Amazon launch, more flavors, and continued retail conversationsCaroline's advice for early-stage founders on getting comfortable being the face of their brand Episode Links: Caroline Dai LinkedIn: www.linkedin.com/in/caroline-daiTofuGo Snacks LinkedIn: www.linkedin.com/company/tofugoTofuGo Snacks Website: www.tofugosnacks.comTofuGo Snacks Instagram: @tofugosnacksDon'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 (40K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: https://www.linkedin.com/in/caitlinbricker/Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Lindzi Shanks, founder and CEO of XO Marshmallow, to unpack how she built an organic social following of 1.4 million across platforms and turned it into real, trackable sales. Lindzi started XO Marshmallow 10 years ago with a background as an influencer and blogger, designing the brand from day one to be visually shareable. As short-form video took off, she realized the marshmallow-making process itself was perfectly suited to content, from ASMR-style pulling and pouring to behind-the-scenes factory footage. That instinct, paired with a willingness to constantly experiment and adapt, has turned XO into one of the most recognizable brands in confectionery, generating millions in revenue through social content and more than $2 million in TikTok Shop sales alone. Daniel and Lindzi dig into how each platform (TikTok, Instagram, YouTube, and Facebook) plays a completely different role in her strategy, how she turned a single negative comment into a 26-million-view video and a still-converting ad, why viral views don't always translate to sales, and how she batches content, keeps customers coming back, and now approaches an upcoming retail expansion. Listen in as they discuss: Why Lindzi designed XO Marshmallow to be visually shareable from day one, before short-form video existedHow TikTok, Instagram, and YouTube each reward completely different types of contentWhy "blame your content, not the algorithm" when something stops performingHow a single negative TikTok comment turned into a 26-million-view video and a still-converting adWhy viral views don't always translate into sales, and which platforms actually drive purchasesHow XO Marshmallow batches content one day a week and uses a freelance editor to scale outputWhy reusing years of old B-roll footage can create content that feels brand newHow XO Marshmallow drives repeat purchases and reorder rates through community programs like Troop XO and Camp CapWhy TikTok Shop customers are hard to retain, and how postcards and discount inserts help win them backWhy XO Marshmallow is redesigning its packaging and shelf life ahead of a retail expansion Episode Links: Lindzi Shanks LinkedIn: www.linkedin.com/in/lindzi-shanks-6689b6101Lindzi Shanks Instagram: @lindzi.shanksXO Marshmallow LinkedIn: www.linkedin.com/company/xo-marshmallowXO Marshmallow Website: www.xomarshmallow.comXO Marshmallow Instagram: @xo.marshmallowXO Marshmallow Facebook: www.facebook.com/xomarshmallowXO Marshmallow YouTube: xomarshmallowXO Marshmallow Pinterest: za.pinterest.com/xomarshmallowXO Marshmallow TikTok: @xo.marshmallowDon'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 (40K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this episode of R&D Radio, host Adam Yee sits down with Drake Nickell, founder of Dimitri's Greek Kitchen, to talk through how he used Startup CPG's Product Developer Database to find the right partner for reformulating his brand's pita chips. Drake and his sister built Dimitri's Greek Kitchen around traditional Greek and Mediterranean snacks with a modern twist, starting with whipped feta before pivoting into pita chips after finding a manufacturing partner who could bring the product to life. With the chips now in over 300 stores, including all 189 Jewel-Osco locations across Illinois, Drake turned to the Product Developer Database to level up the product with a well-defined scope of work rather than spending months experimenting in his own kitchen. Adam and Drake dig into how Drake filtered and vetted eight different product developers, why having a clear scope of work upfront made those conversations more efficient, how founders and food scientists can use shared reference points like well-known snack brands to communicate flavor and texture, and what "soft skills" mattered most in choosing the right long-term partner. Listen in as they discuss: How Drake and his sister built Dimitri's Greek Kitchen around whipped feta and pita chipsWhy a viral TikTok moment around spicy whipped feta helped validate the product ideaHow Drake used Startup CPG's Product Developer Database to find and filter relevant expertsWhy having a clearly defined scope of work made his vetting conversations far more efficientWhat matters most when choosing a product developer beyond price, including communication style and personality fitWhy quick follow-up and pricing transparency were strong signals in choosing the right partnerHow food scientists use a "gold standard" reference product to reverse-engineer texture and flavorHow Drake described mouthfeel and flavor using widely available snack brands as a shared reference pointWhy founders shouldn't take early "no's" from experts personally, even when they stingWhat's next for Dimitri's Greek Kitchen, including new pita chip flavors and a whipped feta relaunch Episode Links: Drake Nickell LinkedIn: www.linkedin.com/in/drake-nickell-267b54161Dimitri's Greek Kitchen Website: www.dimitrisgreeksnacks.comDimitri's Greek Kitchen Instagram: @dimitrispitachips   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 (40K+ members and growing!)Follow @startupcpg Visit host Adam's LinkedInQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Investor Spotlight, host Hannah Dittman sits down with Ellen Gorra of Whole Foods Market, who leads the retailer's equity investment and warrant partnership programs, to unpack how one of the industry's most influential retailers evaluates, invests in, and supports emerging brands. Ellen's path to Whole Foods wound through equity research at Piper Sandler, buy-side coverage of hedge funds and private equity, and a stint at L Catterton in Asia, where she helped lead an $80 million investment in K-pop entertainment company YG Entertainment. After a brief detour into music at Live Nation, she found her way back to consumer - this time in food - and has been investing in and partnering with emerging brands at Whole Foods ever since. Hannah and Ellen dig into how Whole Foods' equity and warrant programs actually work, how the warrant program ties brand sales to charitable giving through the Whole Foods Market Foundation, what trends are shaping the perishables category right now, and what founders should understand about underwriting a return before pitching an investor. Listen in as they discuss: How Whole Foods' equity investment program differs from its warrant partnership programWhy proceeds from Whole Foods' equity stakes are donated to the Whole Foods Market Foundation when a brand exitsWhat stage and category of brands Whole Foods typically targets for equity vs. warrant dealsEmerging trends in perishables, including branded produce varieties and flavor-forward breedingWhat Whole Foods looks for when evaluating a brand's exit potential before entering a warrant partnershipHow founders can "underwrite" their own return for potential investors, including EBITDA benchmarks and typical return multiplesWhy revenue thresholds for a strategic acquisition have risen in recent yearsWhat Ellen wishes founders understood about communication and transparency with their Whole Foods merchantEllen's advice on getting noticed by investors, including keeping outreach short and having a clear product roadmapEllen's career lessons, from cap table math to navigating LinkedIn's highlight reel culture Episode Links: Ellen Gorra LinkedIn: www.linkedin.com/in/ellengorraWhole Foods Market LinkedIn: www.linkedin.com/company/whole-foods-market/homeWhole Foods Market Website: www.wholefoods.comWhole Foods Market Instagram: @wholefoodsDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: http://www.linkedin.com/in/hannah-dittman-011b844b/Questions or comments about the episode? Email [email protected] music by Super Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Harri Magaldi, founder of My Neighbor's, a regenerative tallow and vegan skincare brand manufactured in-house in the Hudson Valley. Harri left nine years on Wall Street after her daughter developed eczema as a baby. Unable to find anything that worked, she started making beef tallow balm at home in a crock pot using suet from a local farm, initially just to help her own daughter and as gifts for friends. After encouragement from other moms, she launched at the Hudson Farmer's Market in May 2024, selling $4,000 worth of product on day one. Four months later, she was picked up by Anthropology and Terrain, catapulting the brand into wholesale. My Neighbor's is now in over 500 retailers, on track for 1,500 doors by March 2027, and manufactures everything in-house just steps from the same farmer's market where it all began. Caitlin and Harri dig into the real difference between grass-fed and grass-finished, why sourcing and rendering suet locally matters so much for both quality and community impact, the $30,000 the brand invested unprompted in microbial, stability, and heavy metal testing, and how a chance encounter while pumping breast milk at Expo West led to a major new retail partnership. Listen in as they discuss: How Harri started making beef tallow balm at home to treat her daughter's eczemaSelling $4,000 in product on day one at the Hudson Farmer's MarketHow being picked up by Anthropologie and Terrain four months in changed everythingThe real difference between grass-fed and grass-finished, and why it matters for both meat and skincareWhy suet sourcing, local rendering, and naming the actual farm matters more than most tallow brands admitThe 12 Hudson Valley farms My Neighbor's partners with, and how the relationship benefits both sidesWhy the brand invested $30,000 unprompted in microbial, stability, and heavy metal testingHow partnering with QVC pushed the brand to raise its own safety and testing standardsMeeting a major buyer while pumping breast milk at her booth at Expo WestWhy Harri cares more about "regenerative" than "organic," and what that means for sourcing claims Episode Links: Harri Magaldi LinkedIn: www.linkedin.com/in/harrimagaldiMy Neighbor's LinkedIn: www.linkedin.com/company/my-neighborsMy Neighbor's Website: www.myneighbors.coMy Neighbor'sInstagram: @myneighbors.coDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Marion Nestle, Professor Emerita of Nutrition, Food Studies, and Public Health at NYU, to unpack decades of cereal industry marketing history and what it reveals about food policy today. Marion is one of the most influential voices in food politics, having helped pioneer food studies as an academic discipline and served as Senior Nutrition Policy Advisor at the U.S. Department of Health and Human Services, where she helped oversee the landmark 1988 Surgeon General's Report on Nutrition and Health. She's the author of numerous bestselling books, including Food Politics, What to Eat, Soda Politics, and Unsavory Truth. Her newest book, Sugar Coated: Unboxing the Hidden Forces Shaping America's Favorite Breakfast Food, uses her decades-long personal collection of cereal boxes as a lens into the history of food marketing, health claims, and consumer behavior. Daniel and Marion dig into how cereal went from a health food invented by Kellogg to one of the most heavily marketed, sugar-laden products on shelves, how companies use shelf space, packaging changes, and influencer marketing to reach consumers (including kids), and what today's CPG founders can learn from a century of food industry marketing tactics. Listen in as they discuss: How Marion's decades-long personal collection of cereal boxes became the basis for her new book, Sugar CoatedThe surprising origins of cereal as a health food invented by Kellogg, a self-described "health nut"Why heavily sugared cereals didn't become popular until decades after cereal's original health-food brandingHow shifting nutrition trends, from fiber to protein, show up almost instantly on cereal packagingWhy cereal boxes make such a uniquely revealing marketing case study, from size to how often designs changeHow supermarkets are paid for shelf placement, and what that reveals about products like Cheerios' many spinoffsWhy influencer marketing has made it harder to monitor how food companies market to kids onlineWhat "ultra-processed" really means, and why it excludes most cereals currently on shelvesMarion's take on the wellness movement, GLP-1 drugs, and the "Make America Healthy Again" conversationMarion's advice to CPG founders: if you want to be trusted, behave in a trustworthy way Episode Links: Marion Nestle LinkedIn: www.linkedin.com/in/marion-nestle-9515ba8/Food Politics LinkedIn Newsletter: www.linkedin.com/newsletters/food-politics-7348413124078649347/Food Politics Website: www.foodpolitics.comMarion Nestle Instagram: @marionnestleDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: https://www.linkedin.com/in/danscharff/Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Founder Fundraising Journey episode, host Hannah Dittman sits down with Tal Moore, founder and CEO of Popsmith, a design-forward stovetop popcorn brand that's landed on Oprah's Favorite Things list and is heading into Williams Sonoma nationwide this year. Tal is a serial e-commerce founder with 25 years in the space, starting as a 12-year-old selling gumballs and candy in elementary school before building and exiting multiple online businesses, including a popcorn equipment store he ran two decades before launching Popsmith. After divesting from his other ventures, he went all-in on building the popcorn brand he always wished existed, one built around the nostalgia of movie nights and the superior taste of kettle-popped corn. Hannah and Tal dig into the real cost of bringing a premium physical product to market, the inventory mistake that nearly sank the business in its first year, how Oprah's Favorite Things bailed them out at the perfect moment, and why equity crowdfunding on StartEngine turned out to be the ideal fundraising path for a consumer brand like Popsmith. Listen in as they discuss: Tal's decades-long path through e-commerce, from candy sales as a kid to running seven-figure online storesWhy Popsmith set out to recreate movie-theater-quality popcorn with an heirloom-quality stovetop popperThe $2.2 million in personal capital and $1.6 million friends and family round that got Popsmith off the groundThe inventory miscalculation that nearly sank the business before Oprah's Favorite Things saved itWhy equity crowdfunding through StartEngine made more sense than venture capital at their stageThe key ingredients Tal believes make a brand succeed on an equity crowdfunding platformWhy Popsmith invites its own customers to become equity holders starting at just $500What the new StartEngine raise will fund, from holiday inventory to accelerating marketing spendTal's biggest lesson on capital management: never let yourself get undercapitalizedWhy 25 years of community involvement made his friends-and-family raise possible Episode Links: Tal Moore LinkedIn: www.linkedin.com/in/talmoorePopsmith LinkedIn: www.linkedin.com/company/popsmithPopsmith Website: www.popsmith.comPopsmith Instagram: @ilovepopsmithDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Danielle Nuss, founder of Short Story, a clean electrolyte mix made with organic fruit powder and naturally sourced minerals - and notably, zero natural flavors. Danielle is a mom of two boys working full-time in tech who started making her own electrolytes at home during her second pregnancy after struggling to find anything clean on shelf. What began as homemade batches for personal use turned into a farmer's market launch in Denver, where she sold through her first full production run and is now heading toward retail. Danielle is also a 2026 Shelfie Award winner, a detail she didn't even know about at the time of recording. Caitlin and Danielle dig into why natural flavors lack real transparency, how the lack of regulation around the word "natural" is more unsettling than most consumers realize, why entering a crowded electrolyte category was actually a signal of strong product-market fit, and what it looks like to build a CPG brand in the seams of an already full life. Listen in as they discuss: Why Danielle started making her own electrolytes during pregnancy after finding nothing clean on shelfWhy entering a crowded category can actually be a sign of strong product-market fitThe white space Danielle found for a clean, retail-ready electrolyte brandWhy natural flavors lack the same transparency required of everything else on a nutrition labelHow Short Story's front-of-package approach lets the product speak for itselfWhat brands legally can (and can't) say about organic certification before it's officialWhy "natural" isn't actually a regulated term, and why that should give consumers pauseHow retailers like Sprouts publicly weighing in on natural flavors could shift the categoryWhat it's really like building a brand as a mom of two working full-time in techWhere Danielle sees Short Story in five years, from new flavors to major natural retailers Episode Links: Danielle Nuss LinkedIn: www.linkedin.com/in/daniellenussShort Story LinkedIn: www.linkedin.com/company/drinkshortstoryShort Story Website: www.drinkshortstory.comShort Story Instagram: @drinkshortstoryDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email [email protected] music by Super Fantastics