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Pastacraft was founded by Christine Messier, a 17-year natural and organic grocery veteran and former Chief Brand Officer of MOM’s Organic Market, who wanted the flavor and satisfaction of cooking from scratch without the time and effort it often requires. Made with thoughtfully sourced organic and single-origin ingredients, Pastacraft’s dry pasta sauce starters transform with butter or olive oil and starchy pasta water into a rich, freshly emulsified sauce in minutes. Inspired by the simple pastas Christine grew up eating and designed for real life, Pastacraft isn’t trying to replace cooking. It’s making scratch-quality cooking easier and giving people a little more time back for the things that matter. Follow Pastacraft on Instagram. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch LabQuestions? Book a 15 min call with Danielle

Sierra Obioha is the Founder and CEO of My Raw Dawg, an ancestral-inspired raw dog food company based in Los Angeles. Before pet food, she spent her career in television as a creative development executive, and walked away from opportunities at Will Smith's and Jamie Foxx's production companies to bet on herself instead. That bet started with her own health: she spent years rethinking what belonged on her plate and lost 75 pounds. But it wasn't until her dog Bojangles got sick that she started asking the same questions about his bowl. The answer became Raw Dawg. Fresh off winning the 2026 Next Wave Pitch at SUPERZOO and launching this September, Sierra is building an educational movement that just so happens to sell dog food. Her philosophy in four words: feed instinct, not industry. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch LabQuestions? Book a 15 min call with Danielle

Martha Forero is a Latin entrepreneur, Y Combinator Alumni and an Endeavor Entrepreneur. After spending nearly a decade building and scaling UBITS across Latin America, she decided to start again, this time with a business deeply connected to family. Together with her husband, a third-generation avocado grower from Michoacán, Mexico, she founded HASSY to bring their family’s avocado heritage to a new generation. Inspired by their daughter, Mila, and by generations of growers before them, Martha is building HASSY at the intersection of family, entrepreneurship, heritage, and really good food. Follow HASSY on Instagram. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch LabQuestions? Book a 15 min call with Danielle

Diana Nino is the co-founder and CEO of salsi, a Miami-born sparkling agave cocktail made for more of the moment, and less of the blur.Raised in a Latin family where being together was the occasion, Diana created salsi with her husband and co-founder, Jackson, around a simple belief: the best moments deserve your presence, not just your attendance, and a good time shouldn’t have to cost you tomorrow.Made with 100% blue agave spirit, coconut water, sea salt, green tea, L-theanine, and added electrolytes, salsi delivers cocktail energy at an intentionally lighter 4% ABV, with 80 calories and 1 gram of sugar. Because your time is premium, and your drink should be too. Follow salsi on Instagram.  It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch LabQuestions? Book a 15 min call with Danielle

Rachel Mansfield is a celebrated recipe developer, New York Times best-selling cookbook author, investor and co-founder and co-CEO of cadootz!, which is revolutionizing the better-for-you snack category for kids. As a mom to three amazing boys (her favorite role of all!) and a leader in the digital content space, she has a dedicated following of over 1.5 million across platforms.  Founded by Rachel and her husband Jordan Carpenter, cadootz! is the next generation shelf-stable organic kids protein snack brand, making snacks that check the boxes that kids crave and parents feel good about adding to their grocery carts (...and snacking on too). The brand’s first product offering, savory crackers in three crave-worthy flavors, cheddar, sea salt and ranch. After selling out in less than two hours in their DTC launch, cadootz exclusively launched 5 SKUs nationwide in Target this past June.  Launching cadootz! is a natural evolution for Rachel, having started her career in CPG after graduating college and successfully turning her side hustle of creating and sharing healthy recipes online into a multi-faceted business only several years later. She has been featured numerous times on the TODAY Show and in Time and Forbes, among other top publications. With a deep passion for helping emerging better-for-you consumer brands scale, Rachel and Jordan also founded grt sht ventures in 2022, where they invest in start-ups and serve as strategic advisors, offering access to Rachel’s expansive network.  Rachel lives with her husband and three children in New Jersey. For Rachel’s recipes and updates about cadootz!, follow along at @rachlmansfield and @cadootzsnacks on Instagram.  Launch Lab Signup https://itsallhappeningcourse.co/launch-lab-522900Questions? Book a 15 min call with Danielle  It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

Lindsay Leopold is a culinary creative and product developer with over a decade of experience at the intersection of food, media, and consumer brands. Raised in Minnesota, she began her career in digital marketing before falling in love with New York City’s food scene and enrolling in culinary school in 2014. She followed a lifelong passion for baking to Tom Colicchio’s pastry team and later to the Martha Stewart Test Kitchen, where she worked alongside leading creative voices in food and rose to serve as culinary brand director, developing food and beverage products for the iconic brand. Inspired by her great-grandfather’s 1908 bakery, Lindsay founded Joy Supply, a baking company rooted in heritage, quality, and positive impact. She lives in Brooklyn with her family. Follow Joy Supply on Instagram. Launch Lab Signup https://itsallhappeningcourse.co/launch-lab-522900 Questions? Book a 15 min call with Danielle  It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

Veronica Rivera is the founder of SABE, the single-serving sauce and dressing brand making desk lunch something you actually look forward to. The idea came out of her own life: as a consultant at BCG, she was constantly stuck choosing between a lunch that was healthy and a lunch that tasted good, and the sauces and dressings were always the make-or-break. Nothing on the market was clean, portable, and genuinely craveable, so she made it herself. SABE launched in February with three flavors: Lemon Mustard, Spicy Chipotle, and Miso Tahini, each 100 calories, shelf-stable, no seed oils or preservatives, and small enough to throw in a bag. She built the whole thing while finishing her MBA at The Wharton School, which meant testing behavioral econ frameworks on her own customers the same week she learned them in class. Since graduating, she's been sharing those lessons publicly through her MBA 101 series on Instagram, along with the less glamorous parts. Today SABE is sold at sabesauce.com and in select retailers around Miami, where Veronica is based. Follow Sabe on Instagram. Launch Lab Waitlist September 1st CPG Power Hour Free WorkshopDoors for Launch Lab September Cohort open September 1st, program kicks off September 14thQuestions? Book a 15 min call with Danielle  It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

Sunny Rohner is the co-founder of Little Sun Calimocho, a wine-based RTD that dares you to drink wine wrong. Little Sun reimagines the Spanish classic Kalimotxo for a new generation, blending quality California wines and sodas crafted with natural ingredients to create a refreshing and craveably-delicious drink that expands the occasions where wine feels right. Alongside her husband and co-founder, Trent Rohner, Sunny has grown Little Sun from an idea into an emerging brand, pairing bold creative vision with disciplined, sustainable growth. Together, they are building a new kind of wine brand: approachable, culturally relevant, and unafraid to challenge the rules of the category.  Launch Lab Waitlist September 1st CPG Power Hour Free WorkshopDoors for Launch Lab September Cohort open September 1st, program kicks off September 14thQuestions? Book a 15 min call with Danielle  It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

In this ep I am giving you a full breakdown of whats to come in season 5. In addition, we have some fun things coming up that should be on your radar, linked below. Newtopia Now in Denver Aug 18th-20th: August 18th - Women in CPG BrunchAugust 18th - Vibes CPG - Happy Hour Hosted by It's All Happening, Hummingbirds, Express Checkout and Little Nosh ShopLaunch Lab Waitlist September 1st CPG Power Hour Free WorkshopDoors for Launch Lab September Cohort open September 1st, program kicks off September 14thQuestions? Book a 15 min call with Danielle It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

It's the Season 4 finale and we're going out with a bang! In this solo episode, Danielle takes you on a whirlwind victory lap through every single conversation of the season, from cottage cheese dips and heritage grain cake mixes to dirty martinis, designer sponges, and shelf-stable kids' meals you make with just hot water. Sixteen brilliant women in CPG, sixteen brands solving real problems, and a season's worth of strategy, mindset shifts, and "okay, write that down" moments packed into one bingeable recap. Whether you caught every episode or you've got some catching up to do, consider this your ultimate Season 4 cheat sheet.  And then... the news! Danielle's signing off for the summer to travel, slow down, and soak up time with her kids, but don't worry, this is a "see you soon," not a goodbye. She'll be back in late August with Season 5 (the lineup is going to be unreal) plus a brand-new cohort of Launch Lab. So hit follow, finish those episodes you missed, and tell a founder friend. Until then, keep building, keep going, and remember: it's all happening.It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

After spending more than a decade in tech helping companies grow and maximize ROI, Yuliya Wilson felt called to build something of her own. Something that aligned with her passion for nutrition, wellness, and creating products that genuinely help people feel their best. What started as homemade granola shared with friends and family evolved into Cruno, a premium granola brand known for its bold flavors and thoughtfully sourced, anti-inflammatory ingredients. Yuliya launched Cruno at local farmers markets in Northern California, where she built a loyal customer base one conversation, one sample, and one bag at a time. Those early market days became the foundation for the brand, providing direct feedback from customers and helping shape everything from product development to packaging and positioning. Today, Cruno has grown beyond the farmers market, evolving into a CPG brand while staying true to its original mission. Yuliya now splits her time between developing new recipes, growing the business, and navigating the challenges and rewards of entrepreneurship. Her journey is a testament to the idea that careers don’t have to follow a straight line and that sometimes the biggest opportunities come from betting on yourself. Follow Cruno on Instagram.  It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

Roopa Annadatha is the founder of Nomie, a line of organic pantry meals for kids: shelf-stable, complete, and ready in ten minutes with just hot water. The meals don't require a fridge, microwave, or cooking. Before Nomie, Roopa spent 15 years managing operations and supply chain at Apple, Microsoft, and Peloton, bringing new products to market at scale. After her son became a toddler and started eating real meals, she felt the tension so many parents know: the pressure between wanting to feed him well and not having the time. She'd reach for frozen meals, pouches, and snacks that didn't give him the nutrition he needed. Then came the breaking point: an 8-hour flight where he survived on just Goldfish and pretzels. In that moment, she wanted an actual meal she could grab as fast as a snack. That's what sparked Nomie. She spent the next year working with families and pediatric nutritionists to create a complete meal packed with protein, fiber, and veggies that requires zero cooking. What surprised her was where she ended up using it, not just on planes, but at home. The 5:30 scramble. The gap between school and dinner. It became her family's everyday trusted option. Nomie launches in summer 2026, beginning with DTC and retail to follow.Follow Nomie on Instagram It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

Maria Velasquez is the founder of The Purple Drop, a vibrant beverage brand modernizing Peru’s beloved chicha morada for a new generation. Before entering the beverage industry, Maria spent more than a decade leading marketing and demand generation for enterprise technology and cybersecurity companies, building high-growth programs, global campaigns, and brand strategies across the B2B tech space.After years in tech, Maria traded software for sips and co-founded The Purple Drop with her husband Roger, inspired by his family’s homemade chicha morada recipe and a transformative trip to Peru. Built from purple corn, real fruit, and warming spices, The Purple Drop brings an ancient Peruvian tradition into a clean, ready-to-drink format designed for modern consumers. As a Moroccan-born founder raising a multicultural family with Peruvian traditions at the center of the table, Maria is passionate about using food and beverage to connect people to culture, storytelling, and shared experiences. Today, she’s building a bold, culture-forward beverage brand that celebrates Peru’s rich culinary heritage while supporting the communities and farmers behind its iconic ingredients.Follow The Purple Drop on Instagram. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

Birdie Bakes Co makes the first easy-to-bake muffin mix with real fruits and veggies in every bite. Founded by two moms, Victoria Tawney and Katie Nugent who know the challenge of feeding kids well while juggling everyday life. Like so many parents, they wanted to get more fruits, veggies, fiber, and protein into their kids’ diets. Muffins were one of the only guaranteed yeses, but the options weren’t good enough. Baking from scratch was messy and time-consuming, and store-bought mixes lacked real nutrition. So they created what didn’t exist. Made with real ingredients like banana, apple, carrot, and sweet potato, Birdie Bakes Co mixes deliver fiber, protein, and nutrition from real food. They’re loved by kids, genuinely easy to make and designed to be fail-proof for busy families.  And with 50% less sugar than most leading mixes, they’re something parents feel good about serving. Birdie Bakes Co is built on keeping things simple, honest, and always fun proving that nourishing your family doesn’t have to be complicated or boring. Follow Birdie Bakes on Instagram. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab

Monica McClellan is the founder of Curd, a modern take on pudding made from real cottage cheese. She started the company during her postpartum period, when she was looking for foods that were both deeply nourishing and genuinely satisfying, but kept coming up short. Frustrated by options that leaned heavily on protein powders, artificial ingredients, or didn’t actually keep her full, Monica set out to create something better. Curd was born from that need: a high-protein, fiber-rich pudding made from real, whole ingredients that feels indulgent, but supports how you actually want to eat. With over a decade of experience in marketing and product strategy, Monica has spent her career launching and scaling products, but Curd is her first venture building something entirely her own. She’s currently bringing the brand to market through early retail launches and partnerships, with a mission to make nostalgic foods genuinely nourishing again. Follow Curd on Instagram. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab