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In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Maria Velasquez, founder of Purple Drop — a Peruvian super drink made from purple corn grown high in the Andes. Maria is bringing chicha morada, a staple in every Peruvian household, to the US market for the first time as a better-for-you RTD. And she is doing it with her mother-in-law's recipe, organic agave, and zero compromise on the integrity of the original. Caitlin opens with a passage from her personal library on ancient fermentation that captures just how deep the history of chicha actually goes. Maria meets that with her own origin story: a Moroccan woman who married into a Peruvian family, fell in love with the culture and the cuisine, and had a lightbulb moment in Lima over Christmas that turned into a brand. She also explains why the one RTD version already on the market — packed with sugar, additives, and coloring — was exactly what she did not want to make. From there the conversation covers the functional story behind purple corn (studies show it has 10 times more antioxidants than blackberries), the co-packer journey that eventually landed at a brewery, a rebrand that brought llamas and vibrant color to life, and a launch strategy built around winning Peruvian Americans first before casting a wider net. Maria spent a decade in B2B cybersecurity marketing and it shows — in the community-first approach, the food service play she is already running with Peruvian restaurants in the NYC tri-state area, and the PR box she is designing to transport people straight to Peru. Listen in as they cover: How a Christmas trip to Lima and a mother-in-law's recipe became the foundation of Purple DropThe functional benefits of purple corn and why anthocyanins make this more than just a great-tasting drinkThe co-packer challenge of commercializing a product that American manufacturers had never made beforeHow Maria is building community by winning Peruvian Americans firstThe rebrand that brought the brand's personality to lifeWhat's next: lucuma flavors, concentrated antioxidant shots, energy ideas, and a spring launch on Shopify Whether you are a founder navigating the beverage aisle with something truly new, a buyer looking for the global flavor story your customers are asking for, or someone who has always wanted to try chicha without booking a flight to Lima, this episode is for you. Episode Links:  Purple Drop Website: https://www.thepurpledrop.com  Instagram: https://www.instagram.com/heypurpledrop/  LinkedIn: https://www.linkedin.com/company/the-purple-drop/ Maria Velasquez on LinkedIn: https://www.linkedin.com/in/maria-vepa/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Myriah Castillo, president of Joybyte, and Val Ponce De Leon, head of influencer at Joybyte, to dig into one of the most talked-about topics in the Startup CPG Slack: influencer marketing. Not the celebrity post-and-pray version — but the strategic, scrappy, content-engine approach that actually moves the needle for early stage CPG brands. Myriah opens with a reframe that changes how you think about the whole category: stop thinking about influencers as a conversion tool and start thinking about them as a content engine. From there, she and Val walk through what a real creator-led growth strategy looks like — from nano creator gifting and first-round testing to long term ambassador relationships, content repurposing through whitelisting, and the brief that took a creator who wasn't converting to $10,000 in sales in a single weekend. They share real brand examples — including Jackson's Chips and Ice Barrel — that show what it looks like when the strategy actually works. And they get into the specifics brands at every stage need to hear: what nano and micro creators actually cost, how to set expectations from day one, when to introduce budget, and how to get the most out of every piece of content you commission. Whether you're a founder who has never run a creator campaign, a brand that tried influencer marketing and wasn't sure if it worked, or someone trying to figure out how to stretch a limited budget, this episode is the foundation you need. Listen in as they discuss: Why long term creator relationships beat one-off posts — and how to get there through a structured test and learn approach — What nano and micro influencers actually cost, what gifting can realistically get you, and how to set clear expectations from day one — How to repurpose creator content across paid media, organic social, email, and PDPs through whitelisting and collaborative posts — Why the content itself is the ROI and how to think about creators as a content engine rather than a conversion tool — The brief that actually works: how Joybyte analyzes a creator's existing content to find the storyline that will perform — How TikTok Shop differs from influencer marketing and why Joybyte treats them as two completely separate programs — What Joybyte's retainer model looks like and why they pass through creator costs directly to brands with no overhead markup — Ice Barrel and Jackson's Chips: two real examples of what it looks like when creator-led growth catches lightning in a bottle Episode Links:  Myriah Castillo – President, Joybyte  LinkedIn: https://www.linkedin.com/in/myriah-castillo-b646b8168/  Val Ponce De Leon – Lead Strategist, Joybyte LinkedIn: https://www.linkedin.com/in/valerie-ponce-de-leon-3a962a143/  Joybyte Company LinkedIn: https://www.linkedin.com/company/joybyte/ Website: https://joybyte.com/  Download the free Creator-Led Growth Playbook: https://joybyte.com/creator-led-whitepaper Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host and managing editor Caitlin Bricker sits down with three emerging brands to unpack what Expo West really looks like on the ground — from first-time exhibiting to scrappy Alley Rally wins to landing a yes from a buyer on the spot. First up is Taylor Blue, founder of Little Latke, the first shelf-stable potato crisp inspired by the crispy edges of a traditional potato latke. Taylor shares what it was like to exhibit at Expo West for the first time, why she chose the Startup CPG section, and how she used the show to launch not just a new and improved formula (now non-GMO and seed oil free), but two brand new flavors — Garlic Parmesan and Spicy Honey Dijon. She also opens up about what she'd tell any first-time exhibitor who's on the fence. Next, Caitlin talks to Gabriella Labi and Tonya Reznikovich, co-founders of Gato Dates — dark chocolate covered, nut butter stuffed Medjool dates in four flavors. Gabriella shares the full emotional story of attending Alley Rally on a shoestring, including a broken washing machine, sample packs that wouldn't open, shirtless models with QR code tattoos at a Venice event the night before, and a vote count that first broke their hearts before ultimately delivering the news that they'd won a free booth at Expo West 2027. Finally, Jesse Suarez, founder of Hola Mija Chips — one of the first tallow tortilla chips on the market, made with nixtamal corn and beef tallow — breaks down his experience with Startup CPG's one-on-one retailer meetings, including how a meeting at Winter Fancy Food in San Diego helped close a deal with Buy Rite a week later, and how a 10-minute conversation at Expo West ended with a buyer saying yes on the spot. Listen in as they cover:  What it's actually like to exhibit in the Startup CPG section for the first time, from sampling strategy to sample counts to the community energy on the floorHow Gato Dates went from a washing machine disaster and second place to winning a free Expo West 2027 boothWhy one-on-one retailer meetings are open to all Startup CPG community members, not just brands exhibiting in the section How Jesse's patience with Sprouts, Buy Rite, and Mother's Market paid off over months and multiple touch pointsWhy showing up repeatedly — even when you hear no — is one of the most powerful things a founder can do Whether you're a first-time exhibitor trying to figure out how to make Expo worth it, a brand who's never heard of Alley Rally, or a founder who keeps getting passed over for one-on-ones and is starting to lose hope, this episode is for you. Episode Links: Little Latke Website: https://www.littlelatke.com Little Latke LinkedIn: https://www.linkedin.com/company/little-latke/ Taylor Blue LinkedIn: https://www.linkedin.com/in/taylor-blue-91402199/ Gato Dates Website: http://www.gatodates.com Gato Dates LinkedIn: https://www.linkedin.com/company/gato-dates/ Gabriella Labi LinkedIn: https://www.linkedin.com/in/gabriella-labi-25a3079b/ Tonya Reznikovich LinkedIn: https://www.linkedin.com/in/tonya-reznikovich/ Hola Mija Chips Website: http://www.holamijachips.com Hola Mija Chips LinkedIn: https://www.linkedin.com/company/hola-mija-chips/ Jesse Suarez LinkedIn: https://www.linkedin.com/in/jesse-suarez-796b55350/ Hola Mija on Faire: https://www.faire.com Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Craig Dubitsky, Co-Founder and CEO of Happy Products — a modern beverage brand reimagining how coffee can make us feel. Craig is one of CPG's most iconic brand builders, having created category-defining household staples like eos and hello. With hello, he built the fastest-growing oral care brand in North America before its acquisition by Colgate, where he went on to serve as Chief Innovation Officer. His newest venture, Happy Products, was co-founded alongside Robert Downey Jr. and launched in partnership with NAMI (National Alliance on Mental Illness) — the largest grassroots mental health organization in America. Craig brings decades of hard-won experience across brand building, capital management, fundraising, and navigating strategic partnerships through acquisition. In this episode, he shares the lessons that shaped him, what founders should have in place before embarking on a fundraise, and the mental models he uses to build things people genuinely fall in love with. Craig and Hannah dig into the full arc of building a brand from zero: why advisory boards are one of the most underused fundraising tools, how to pitch investors without your hat in hand, and why the obsession with valuation and dilution often misses the point entirely. He also unpacks what made hello attractive to Colgate, why "exit" is the wrong word for what happens when a strategic acquires your company, and why everything costs more and takes longer than you think — no matter how many times you've done it. Listen in as they cover: Craig's winding career path: derivatives trading, relocation startups, Method, eos, hello, Colgate, and now Happy ProductsWhy Happy isn't a coffee company — it's in the "Happy business," with coffee as the delivery systemHow NAMI ended up on Happy's cap table from day zero — and what makes that different from typical purpose-driven brand partnershipsWhy the magic of a brand is harder than the math — and why getting the magic right usually takes care of the mathThe advisory board strategy: how to stack the deck before you have traction, revenue, or a full teamWhat investors actually want to see: identified manufacturers, cost of goods, margin assumptions, retailer interest, and teamWhy founders who obsess over valuation and dilution are asking the wrong questionsThe story of hello's first toothpaste bottle — a packaging pivot that almost never happened, and why it's a masterclass in listening to the marketWhat made hello irresistible to Colgate: cross-channel distribution, strong repeat, brand differentiation, and a team that could execute at paceWhy Craig calls the Colgate deal an "entrance," not an exitHis most important piece of capital advice: always plan for it to cost more and take longer Whether you're a first-time founder or on your fourth company, this episode is a masterclass in building with intention, raising with humility, and creating things people want to have in their lives forever. Episode Links: Happy Products: happyproducts.com Craig Dubitsky on LinkedIn: linkedin.com/in/craig-dubitsky-40612 Happy Products on LinkedIn: linkedin.com/company/we-are-happy-productsNAMI (National Alliance on Mental Illness): nami.org / 988 Suicide & Crisis Lifeline Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Matt Beaman, co-founder of Goodburn Sauce Co., a regenerative, farm-focused hot sauce brand based in Austin, Texas with a deep love for rare and exotic chili peppers from around the world. Matt shares how a career that took him from writing for kids' television to Disney marketing to Facebook brand management ultimately led him back to Austin — and into the world of hot sauce. He introduces co-founder Carson Hoovestol, a reggae dub producer and longtime natural products retail veteran who has been plant-based for decades and brings an encyclopedic knowledge of produce and ingredients to the brand. Together, they dig into the origin of Goodburn's anchor ingredient — the Papa Dreadie Scotch Bonnet pepper, a legendary Austin variety with roots in Jamaica and a backstory that involves a beloved local character, a reggae scene, and a frozen stash of heirloom seeds that arrived like something out of Jurassic Park. Caitlin shares her own personal favorite, the Arbol Primo, and makes a strong case that the hot sauce market is far less saturated once you actually taste what's inside the bottles. Listen in as they cover: How a friendship, a garden, and a legendary pepper variety became a hot sauce brand — How dates and fruit replace sugar in Goodburn's sauces — and why there are zero natural flavors, artificial flavors, or preservatives — The regenerative farming philosophy behind the brand and the Texas and California farm partners making it possible — What the "Goodburn zone" actually means and why finding that heat sweet spot is harder than it looks — The branding story behind Goodburn's standout label, from the OG designers to creative director Zach Shapiro — Where Goodburn is currently carried, including a recent acceptance into Central Market — What's coming next: South American, African, and Chinese pepper-inspired sauces and a first funding round Whether you're a founder navigating a crowded condiment aisle, a buyer looking for a premium hot sauce with a real story behind it, or a heat lover who's tired of sauces that are either too mild or too punishing, this episode is for you. Episode Links: Goodburn Sauce Co. Website: https://www.goodburnsauce.com Instagram: https://www.instagram.com/goodburnsauceco Matt Beaman on LinkedIn: https://www.linkedin.com/in/johnmatthewbeaman/ Faire: https://bit.ly/3QecJ53 Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this special episode of the Startup CPG Podcast, host Daniel Scharff and Managing Editor Caitlin Bricker — a former retail buyer — run a live pitch practice session recorded on YouTube Live, where founders jumped up to deliver their 30-second pitch and got direct, actionable feedback in real time. The result is one of the most broadly useful episodes we've ever put out: whether you pitched or just watched, the feedback applies to you. Eleven brands across food, beverage, supplements, and pet stepped up: an Ayurvedic wellness tea, a kava seltzer, a low-carb donut and cookie brand, an umami seasoning, a women's hormonal health supplement powder, a pet training treat in a portable tube, a dessert butter, and a salon-quality cuticle oil line. Every pitch got something different — and every piece of feedback is worth hearing. Together, Daniel and Caitlin break down the mechanics of a strong pitch: why your energy matters more than your talking points, how to proactively answer the buyer's unspoken questions, why uptalk will quietly kill your credibility, and what it means to actually lead with your product. Listen in as they cover: Why energy and confidence beat a perfectly memorized script every timeThe single question every buyer is thinking but won't always ask: will this actually sell?Camera setup, lighting, and the small technical details that make a big impression on Zoom pitchesWhy "first ever" is a phrase to avoid — and what to say insteadHow to use proof points, velocity data, and repeat purchase rates to earn trust fastWhat adaptogenic actually means — and why you need to know before you say itWhen your founding story helps you and when it costs you valuable pitch timeWhy D2C traction and social following should come up earlier than most founders think Brands featured:  Ayursome Wellness, Kaviva, Good Journey, Zenbroth, Bagelverse, Ramen Bae, Cali Nutrition, Doggo Sessions, Oh My! Dessert Butter, Theniya, Tiara Natural Deodorant Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Visit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of R&D Radio, hosted by Adam Yee, Adam sits down with Travis Zissu, founder of Scale Food Labs — an FDA-registered pilot food manufacturing facility in Golden, Colorado helping emerging brands turn benchtop formulas into scalable, production-ready products. With over a decade of food industry experience spanning culinary school at the CIA, GNT Natural Colors, and Chew Innovation, Travis has made it his mission to democratize the product development knowledge he's accumulated and make scalability a first principle, not an afterthought. Travis walks through his end-to-end process — from ingredient sourcing and prototype development to consumer testing, pilot runs, and full production — and explains why discovering problems before you hit a manufacturer is worth far more than any single formula tweak. He also shares why 90% acceptance is the real launch threshold, and what founders get dangerously wrong when they fall in love with their home kitchen recipe. He also dives into two standout client stories: a founder who came to Expo West with four vague ideas and left with a launched, distributor-ready hot-filled acidified product — and a farmer's market entrepreneur who went from buying spice jars at Whole Foods to opening a $12 million facility. Listen in as they discuss: Why sourcing from scalable suppliers must happen before you ever touch the benchThe danger of switching ingredient suppliers at scale — and the real cost of finding out too lateWhy you'll never launch exactly what you made at home, and why that's okayHow Scale Food Labs stress tests pilots: turning up heat, skipping stirs, and pouring off at multiple intervalsProtein trends: the rise of animal-based protein, BLG (beta-lactoglobulin) whey, and a supply chain already running dry through 2027Fiber as a parallel trend — and why GI distress is the thing that kills fiber-forward productsCell-based meats: what it's actually like to taste cultured chicken, and why Travis is rooting hard for the category Episode Links: Travis Zissu – Founder, Scale Food Labs🌐 Website: www.scalefoodlabs.com 🔗 LinkedIn: https://www.linkedin.com/in/zissu Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Adam's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Elly Truesdell, founder and Managing Partner at New Fare Partners — a seed and Series A venture fund investing exclusively in food and beverage across the value chain. Elly brings one of the most distinctive full-stack perspectives in consumer investing: she spent nearly a decade at Whole Foods leading local brands and product innovation across the Northeast region and then globally, ran a co-manufacturing facility for 18 months, and co-founded Made by Nacho — a premium cat food brand launched with Bobby Flay that recently closed a successful acquisition. That rare combination of retail buying, operating, and founding experience is the backbone of what New Fare brings to its portfolio. New Fare Fund 1 is a $20M vehicle (plus a couple of SPVs, bringing total AUM to around $25M), and the fund writes first checks of $500K to $1M at seed and Series A, with the intention of getting to know founders for months — and often years — before investing. Hannah and Elly dig into what the Venn diagram between retail buying diligence and investor diligence actually looks like, how founders should adjust their pitch when moving from buyer conversations to investor conversations, and what the right team structure looks like when gearing up for a fundraise. They also tackle the question straight from the Startup CPG Slack community: what matters more — sales growth or profitability? Listen in as they cover: Elly's path from Whole Foods local brands and innovation to co-manufacturing to co-founding Made by Nacho with Bobby Flay to launching New Fare PartnersNew Fare's fund structure, check size, stage focus, and investment thesis around the modern eater and premiumizationThe Venn diagram between retail buyer diligence and investor diligence — where they overlap and where they divergeHow founders should adjust their pitch when moving from buyer conversations to investor conversationsThe power dynamic difference: why your investor relationship should not look like your retailer relationshipWhat Elly looks for in founders — motivation, conviction, and why she wants to see a little pushback in term sheet negotiationsPortfolio spotlights: Lucille (senior nutrition), NARA Organics (infant formula), and Bachan's (Japanese BBQ sauce)Team structure advice: two paths to building — formidable infrastructure from day one vs. lean and fractional with finance as the non-negotiable first hireThe Slack community case study question answered: sales growth vs. profitability — and why it's life stage dependentWhy the overcorrection toward profitability has not lowered growth expectations — the bar is just higher nowConsumer behavior and macro trends driving New Fare's thesis: premiumization, time collapse, and the shift in how people receive food Whether you're a founder preparing for your first fundraise, an operator navigating the retail-to-investor pivot, or someone building in food and bev who wants to understand how the smartest investors in the room are actually thinking — this episode is a must listen. Episode Links:  New Fare Partners: https://www.newfarepartners.comElly Truesdell on LinkedIn: https://www.linkedin.com/in/elly-truesdell-5106b65b/ New Fare Partners on LinkedIn: https://www.linkedin.com/company/new-fare/  Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Hannah Pollack, founder and CEO of Nightingale Ice Cream Sandwiches—a high-quality ice cream novelty brand celebrating its 10th anniversary. Nightingale crafts elevated ice cream sandwiches using non-GMO, sustainably sourced ingredients in flavors like key lime pie, banana pudding, and caramel churro that melt the way real ice cream should. Hannah shares how leaving the Marine Corps led her to culinary school, where she met her husband—a classically trained Belgian chef she lovingly calls Belgian Santa Claus—and how a dessert on their restaurant menu became the foundation of a nationally distributed brand. Caitlin shares how she first encountered Nightingale at the UNFI trade show in June 2025, courtesy of a very enthusiastic fellow exhibitor, and has been a devoted fan ever since. Together, they dig into what real ice cream actually is (and what frozen dairy desserts are trying to get away with), the strict temperature logistics of scaling a frozen novelty from Richmond, Virginia to California, and why doing site visits with distribution partners is non-negotiable. Plus, Hannah shares breaking news about Nightingale's expansion into 175 Whole Foods center store locations. Listen in as they cover: How a restaurant dessert became a nationally recognized ice cream sandwich brandThe real difference between ice cream and frozen dairy desserts—and why it mattersWhy Nightingale's ice cream melts like ice cream should, and the challenge of keeping it that way through distributionThe red flags and green flags Hannah looks for when vetting distribution partnersHow a culinary background and mise en place mentality shaped the way they run their facilitySeasonality in frozen: what April through August looks like for a brand like NightingaleThe breaking news on their Whole Foods center store expansion into 175 locationsWhat 10 years of growth looks like—from hand-stamped packages at farmers markets to Food Network and Food & Wine recognition Whether you're a founder navigating the frozen aisle, a buyer looking for the next standout novelty brand, or someone who's been burned by a frozen dairy dessert pretending to be ice cream, this episode is for you. Episode Links: Nightingale Ice Cream Website: https://www.nightingaleicecream.com Instagram: https://www.instagram.com/nightingaleicecream/ Hannah Pollack on LinkedIn: https://www.linkedin.com/in/hannah-pollack-a231b12b2/ Nightingale Ice Cream on LinkedIn: https://www.linkedin.com/company/nightingale-ice-cream-sandwiches/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Blake Horn and Ryan Hall, both partners at CPG-exclusive law firm Giannuzzi Lewendon, to dig into one of the most overlooked parts of building a brand: doing it legally right from day one. From horror stories at the closing table to the nuances of vesting schedules and co-founder agreements, Blake and Ryan share hard-won lessons and cautionary tales that every founder — at any stage — needs to hear. Blake opens with a jaw-dropping story of a founder at a multi-hundred-million-dollar exit who got a call from someone they hadn't thought about in 20 years claiming to own half the company — based on a napkin agreement. Ryan follows with a tale of informal equity promises that produced costly litigation and wiped out a significant chunk of sale proceeds. Both stories drive home the same lesson: the problems you ignore early on don't disappear — they compound. The conversation covers the most common early-stage mistakes: misclassifying employees as independent contractors, failing to put basic offer letters and IP agreements in place, and making informal equity promises without documentation. Blake and Ryan explain why these issues are the number one thing that surfaces in investor and acquirer diligence — and why cleaning them up gets exponentially harder the longer you wait. They also get into the nuances that make CPG uniquely complex: hourly vs. salaried employees, field reps vs. office staff, co-manufacturer relationships, and why co-founder vesting looks very different in CPG than in tech. Blake and Ryan walk through how to structure equity grants using performance-based and time-based vesting schedules, what acceleration clauses mean at exit, and what to say — and not say — when you have to let someone go. Whether you're hiring your first employee, bringing on a co-founder, or getting ready to raise a round, this episode is the legal foundation you didn't know you needed. Listen in as they discuss: Why informal equity promises and napkin agreements can resurface at the worst possible moment — decades laterThe real risks of misclassifying employees as independent contractors, and why it's the #1 thing acquirers look for in diligenceThe essential documents every early-stage brand should have in place: offer letters, IP/NDA agreements, equity plans, and employee handbooksWhy CPG companies face unique employment complexity — hourly vs. salaried, field reps, contract manufacturers, and moreHow vesting schedules work — and when to use performance-based vs. time-based structuresThe co-founder vesting conversation: why it's different in CPG, and why you still need to have itWhat to do (and what not to do) when you have to terminate an employee — and why a separation agreement is a powerful cleanup toolHow to audit your employment practices before a fundraise or acquisition so you're not scrambling at the last minuteWhy using AI or generic templates for employment documents is a false economy — and what it actually costs to fix them later Episode Links: Blake Horn – Partner, Giannuzzi LewendonLinkedIn: https://www.linkedin.com/in/blake-horn-45034020/ Ryan Hall – Partner, Giannuzzi LewendonLinkedIn: https://www.linkedin.com/in/ryan-hall-3517344/ Giannuzzi Lewendon Company LinkedIn: https://www.linkedin.com/company/giannuzzi-lewendon-llp/ Website: https://gllaw.us/ or email either of them at [email protected] and [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 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 Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Denise Lambertson, founder and Managing Partner at Constellation Capital — a boutique follow-in venture fund investing in consumable CPG and wellness brands. Denise brings one of the most distinctive backgrounds in consumer investing: she began her career as Madonna's executive assistant, spent six years producing world tours and brand partnerships, then built LMS, a pioneering celebrity and influencer marketing agency that served nearly 250 businesses over 15 years. That experience became the foundation for Constellation Capital, where she pools celebrity, athlete, influencer, and operator LPs to deploy both capital and deep marketing expertise into emerging brands. Constellation's Fund 1 ($10M, fully deployed, launched 2018) concentrated heavily on consumable CPG, and Fund 2 (targeting $25M) is currently in market. The fund writes initial checks of ~$250K as a follow-in investor — meaning Denise doesn't lead rounds or set terms, but invests alongside institutional or angel leads and brings differentiated value through what she calls her "network capital advantage." Hannah and Denise dig into what it really means to be a follow-in investor, what Denise's diligence process looks like through a marketing lens, and what she's seeing work — and not work — in digital and influencer marketing today. They also tackle the growing importance of AI literacy for CPG founders, what pre-launch marketing done right actually looks like, and what team structure should look like before an early-stage fundraise. Listen in as they cover: Denise's path from Madonna's executive assistant to pioneering celebrity/influencer marketing to venture capitalConstellation Capital's fund structure, LP base (celebrities, athletes, influencers, operators, independent grocers), and investment thesisWhat a follow-in investor actually does — and how it differs from a lead investorHow Denise sources deals, collaborates with co-investors, and adds value post-checkThe "network capital advantage" and why celebrity alone does not make a businessA standout portfolio company that built 30,000 qualified email subscribers before launch — and why it workedWhat founder EQ looks like: the portfolio founder who consistently does exactly what she says she'll doWhy AI literacy is now a core diligence criterion in Fund 2 — and how it can add 12–18 months of runwayInfluencer marketing reframed: building it as a performance channel and distribution network, not just getting postsWhy "we haven't spent anything on marketing" is not a flex — and what investors actually want to seeTeam structure advice: no more than four people pre-fundraise, lean into fractional talent and AI toolsHow to reach Denise, co-invest with Constellation, and get started in CPG investing Whether you're a founder preparing to fundraise, an operator building out your marketing strategy, or someone curious about what non-traditional paths into venture capital look like, this episode is full of sharp, practical insight from someone who's been in the room — and on the stage — from the very beginning. Episode Links: Constellation Capital: [constellationcapital.com]Denise Lambertson on LinkedIn: linkedin.com/in/deniselambertsonDenise Lambertson on Substack: Constellation CapitalPitch Constellation: [email protected] or connect: [email protected] investing platforms mentioned: Sidecar (sydecar.com), AngelList Connect with the guest: Denise Lambertson — Founder & Managing Partner, Constellation Capital 🔗 LinkedIn: https://www.linkedin.com/in/deniselambertson/ 📧 Pitch: [email protected] 📧 Connect/co-invest: [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 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 Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Gabriella Labi and Tonya Reznikovich, co-founders of Gato Dates—dark chocolate covered, nut butter stuffed Medjool dates in four decadent flavors: pistachio butter, cashew butter and walnut, almond butter, and peanut butter. Gabriella shares how years of working with functional medicine doctors, studying nutrition, and hosting Friday night Shabbat dinners led her to create a treat she could eat every day without guilt—one that just happened to blow every guest's mind. Tonya shares how one bite at that dinner table sent her straight to the freezer for seconds and eventually to writing a full business plan email. Together, they built Gato Dates from a home kitchen staple into a brand with celebrity fans, a loyal DTC following, and major retail accounts on the horizon—all while staying true to the premium, giftable identity that sets them apart in a crowded snack landscape. Caitlin and Gabriella and Tonya dig into why quality ingredients are non-negotiable, how five months of LA farmers markets became their proof-of-concept lab, and why organic celebrity discovery (think: LeAnn Rimes sharing with Kristin Cavallari) beats any influencer gifting strategy. They also cover the logistics of co-packing whole Medjool dates, the case for local delivery as a farmers market transition, and what it really looks like to go full-time on a food brand in year two. Listen in as they cover: How a Shabbat dinner dessert became the foundation of a luxury confection brandWhy Medjool dates are the perfect vessel—and why size really does matterThe farmers market strategy that generated $1,500 on day one and proved the conceptHow LeAnn Rimes, Kristin Cavallari, and Addison Rae found Gato Dates completely organicallyThe giftable format strategy that's turning customers into brand ambassadorsTheir retail expansion playbook: knocking on doors, building buyer relationships, and landing major grocery accountsWhat being invited into a giveaway with Fishwife, Poppy, and Loops Beauty meant to themThe upcoming healthy Nutella spread and what's next for the brandWhy year two is the hardest—and what separates brands that survive from those that don't Whether you're a founder figuring out how to scale a premium food product, a buyer looking for the next breakout confection brand, or a date obsessive who just needs to know where to get your next fix, this episode is for you. Episode Links: Gato Dates Website: https://gatodates.com Gabriella Labi on LinkedIn: https://www.linkedin.com/in/gabriella-labi-25a3079b/ Tonya Reznikovich on LinkedIn: https://www.linkedin.com/in/tonya-reznikovich/ Gato Dates on LinkedIn: https://www.linkedin.com/company/gato-dates/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of R&D Radio, hosted by Adam Yee, Adam sits down with Brian Chau, founder of Chau Time — an R&D operations consulting firm lowering the barrier to entry in the food industry. With a team of 12 spanning every U.S. time zone and experience across 20+ countries, Brian walks through the full concept-to-commercialization process and shares why setting clear parameters — with ranges — is the single most important thing an entrepreneur can do before working with a food scientist. Brian breaks down his four-phase R&D process, explains the trade-offs between cost, flavor, nutrition, and shelf life that every founder inevitably faces, and makes a bold prediction: fiber will eventually surpass protein as the dominant functional ingredient trend. He also shares two standout case studies in better-for-you chocolate: Dirty Gut (prebiotic/probiotic chocolate using fiber stacking from upcycled cocoa husks, acacia fiber, and chicory inulin) and Femme Health (a women's health chocolate using lactoferrin for improved iron absorption) — both developed during the global cacao supply crisis. Listen in as they discuss: Why you should create a parameter list with ranges before engaging any food scientistThe four phases of R&D and why three rounds of development is the magic number for an MVPFiber stacking: what it is and why it makes functional chocolate workHow to navigate the cacao supply crisis by going direct to smaller and heirloom farmersWhy fiber is poised to surpass protein over the next decadeBioactives trending in women's health, sexual wellness, and mushroom-derived nutraceuticalsHow startups vs. large companies prioritize trade-offs very differently Episode Links: Brian Chau – Founder & Principal, Chau Time  🌐 Website: www.chau-time.com  🍄Webiste Linked: https://www.linkedin.com/company/chau-time/ 🔗 LinkedIn: https://www.linkedin.com/in/chautime/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Adam's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

In this special episode of the Startup CPG Podcast, host Daniel Scharff sits down with the three winning brands from Startup CPG's biggest-ever Grocery Run event — held the night before the KeHE Summer Show in Denver. Kiki Couchman (co-founder of Sourmilk), Cam Loyet (founder of Honeymoon Chocolate), and Ryan Raish (founder of Fave) share what it was like to compete among 70 vetted brands in front of 400 buyers and KeHE account managers, and what the night led to for each of their businesses. Kiki describes how the Grocery Run served as the perfect training ground before Expo West — her brand's very first trade show experience — and how every single conversation felt worth the flight to Denver. Cam shares how the reaction to his brand-new honeycomb chocolate product completely blew away his expectations compared to years of selling bars at Whole Foods. And Ryan reveals how a 15-minute huddle at the event turned into a verbal commitment from Sprouts for a national launch into their innovation set in June — completely reshaping Fave's go-to-market strategy. Throughout the episode, the founders share hard-won advice on how to stand out at a trade show: bringing a physical hook to the table (like a raw honeycomb frame or a cocoa pod), using bright visuals and branded tablecloths, asking questions instead of pitching, and keeping the energy low-pressure and relationship-first. Ryan also opens up about what made him finally launch his own brand after years in the industry — and why his 4-year-old daughter naming the company "Fave" during a preschool taste test was the sign he needed. Whether you're preparing for your first trade show, evaluating whether KeHE is the right distribution partner, or just trying to understand what these Grocery Run events are all about, this episode is packed with real, actionable insight from founders who just lived it. Listen in as they discuss: What it actually feels like to exhibit at a Grocery Run event — the energy, the camaraderie, and the buyer opennessHow Sourmilk used the event to identify which regions were responding best to their product without paying for SPINS dataWhy Honeymoon Chocolate's new honeycomb product stole the show — and what it means for their product strategy going forwardHow Fave secured a verbal commitment from Sprouts for a national innovation set launch — all from a 15-minute conversation at the eventBooth setup tips: physical hooks, branded tablecloths, tall pitchers, and light leave-behinds buyers will actually carryHow to get a buyer's attention without being pushy — asking for feedback instead of selling, calling out the double-take, and keeping it friendlyWhy Ryan spent years in CPG before launching his own brand — and the personal criteria he required before doing itWhat early-stage brands can realistically expect from a KeHE onboarding opportunity Episode Links: Thank you to KeHe Distributors and our sponsors from our Denver Grocery Run! Advantage Solutions FDM Green Spoon IGNITE Sales Services (a Division of Acosta) What's Next? KeHE Holiday Show Grocery Run, Chicago, June 9th APPLY NOW: https://docs.google.com/forms/d/e/1FAIpQLSfCr-xzT5_hPGE0CpRhVE2QnTIK_pysg-Sz-o-TP2l_rDsVBQ/viewform Kiki Couchman – SourmilkLinkedIn: https://www.linkedin.com/in/kirsten-kiki-c-242929112/ Company LinkedIn: https://www.linkedin.com/company/sourmilk/ Website: https://www.sourmilk.com/ Cam Loyet – Honeymoon Chocolate LinkedIn: https://www.linkedin.com/in/camloyet/ Company LinkedIn: https://www.linkedin.com/company/honeymoonchocolates/ Website: https://hmchocolates.com/ Ryan Raish – Fave LinkedIn: https://www.linkedin.com/in/ryanraish/ Website: https://www.linkedin.com/company/favemixes/ Daniel Scharff – Founder, Startup CPG LinkedIn: https://www.linkedin.com/in/danscharff/ Startup CPG Newswire: https://startupcpg.com/newswire Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Josh Resnick, co-founder and General Partner at OpenSky Ventures—an early-stage consumer venture firm investing in food, beverage, health, wellness, lifestyle, and the technology that powers growth for consumer brands. Josh brings a rare combination of serial entrepreneurship, deep operating experience, and investor pattern recognition to the table, having built a video game studio (Pandemic Studios) that he sold to Electronic Arts, co-founded the luxury confections brand Sugarfina, and spent years as an angel investor before launching OpenSky. OpenSky invests at the pre-seed stage with opportunistic Series A involvement, writing checks of $100K–$200K in Fund 1 and scaling to $500K checks in Fund 2 (targeting $25M). What sets them apart is that both partners are former operators — a background that shapes how they access deals, how they evaluate founders, and how they show up as partners over the long haul. Josh and Hannah dig into everything founders need to know about the fundraising process: how valuations work (and why they're more art than science), why chasing the highest valuation can actually hurt you down the road, and how to think about runway, dilution, and building a cap table that genuinely adds value. They also explore what separates the brands that break through from the ones that don't — from storytelling and brand community to unit economics and must-have product positioning. They also walk through the full spectrum of funding stages, from the friends-and-family round all the way to Series A, with clear, practical definitions founders can actually use to locate themselves on the journey. Listen in as they cover: Josh's journey: from Malibu lemonade stands to Pandemic Studios, Sugarfina, and OpenSky VenturesOpenSky's investment thesis: stage, categories, check size, and what's changing in Fund 2The parallels between founders fundraising and VCs fundraising — and what that reveals about what investors need to seeWhy valuation is more art than science — and the real risks of setting it too high too earlyWhat a down round signals to investors and how it can trap a brand in a cycleThe case for slowing down: why jumping straight into Costco might not be the right first moveHow to think about runway — and why you should always raise a little more than you think you needThe founder traits Josh sees in every successful company he's backed: problem solving, storytelling, authenticity, and "must have" positioningA founder spotlight: Becca at Fishwife, and why lean cost DNA and branding instincts are a winning combinationWhat makes a great investor partner — and the specific questions founders should ask before they signA clear breakdown of the funding stages: friends & family, pre-seed, seed, and Series AAdvice for anyone who wants to break into CPG investing — and why becoming an LP first might be the smartest move Whether you're a founder preparing to fundraise, an operator thinking about the jump to investing, or just someone who wants to understand how early-stage CPG capital actually works, this episode is packed with practical, hard-won insight. Episode Links: OpenSky Ventures: opensky.vcJosh Resnick on LinkedIn: linkedin.com/in/joshresnick1Don'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 Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.