The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Daniel Scharff is joined by Keith Seiz of the California Walnut Board and Kartik Das, founder of the emerging snack brand Dusra. The conversation offers a behind-the-scenes look at how commodity boards can play a critical role in supporting food and beverage startups — not just through marketing, but via product innovation, R&D resources, and industry connections. Keith shares how the California Walnut Board helps brands unlock the full potential of walnuts, from selecting the right varietals to facilitating prototyping and sourcing. Kartik discusses how this partnership enabled the successful development of Dusra’s newest snack mix — a modern take on Indian flavors featuring skinless California walnuts, chickpea puffs, and vegan dark chocolate. This episode is a must-listen for founders looking to leverage underutilized industry resources, enhance product development, and build thoughtful partnerships that fuel growth.  Tune in now! Listen in as they share about: Commodity Boards and Their Role California Walnuts in Product Innovation Dusra’s Product Development Journey Partnership Between Dusra & the California Walnut Board Product Development and Strategy Trends in Walnuts and Nuts in General Strategic Growth and Go-To-Market Planning Advice to Other Founders Episode Links: Website: http://walnuts.org  LinkedIn: https://www.linkedin.com/in/keithseiz/ Website: https://eatdoosra.com/  LinkedIn: https://www.linkedin.com/in/daskartik/  Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: 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 (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, Hannah Dittman speaks with Jason Sherman, Co-Founder and Managing Partner at Top Shelf Ventures, an early-stage fund specializing in alcohol and vice brands. Jason shares his journey from Harvard Law to leading billion-dollar investments at AB InBev, to building and selling one of the fastest-growing alcohol companies in the United States, and ultimately launching Top Shelf Ventures to back the next generation of disruptive brands. Drawing on over a decade of operational and investment experience, he offers a candid look at what founders need to know to succeed in this unique category. Gain valuable insights into identifying the right markets, avoiding costly expansion mistakes, and understanding the key metrics that matter most to investors, such as velocity, retention, and operational efficiency. Jason explains why many alcohol industry exits occur earlier than in other CPG sectors, shares practical fundraising strategies, and outlines how to effectively position a brand for acquisition. He also discusses what differentiates Top Shelf Ventures in a competitive funding landscape and how his team works closely with founders to support growth. Tune in to learn how to stand out to investors, grow strategically, and set your brand on the path to a profitable exit.  Listen in as they share about: Top Shelf Ventures Overview Defining “Vice” & Category Boundaries Stage, Check Size, and Metrics Distribution Strategy Examples of Successful Approaches Margins & Profitability Fundraising Guidance First Investor Meeting Best Practices Exit Strategies & Acquisition Dynamics Episode Links: LinkedIn:  https://www.linkedin.com/company/topshelfventures/ LinkedIn:  https://www.linkedin.com/in/jasondsherman/  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 (20K+ members and growing!) Follow @startupcpg Visit host Hannah's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, Caitlin Bricker interviews Steph Nightingale, founder of Stimmie, a premium, reusable toothpick designed to address the gaps traditional floss and toothbrushes leave behind. Drawing on over 13 years of experience in dental care, Steph shares how personal recovery, patient insights, and a commitment to quality led to the creation of Stimmie. The conversation explores product innovation, early-stage funding, manufacturing partnerships, and the importance of retailer and consumer feedback in building a sustainable brand. Steph also discusses merchandising strategies, scaling challenges, and her vision for high-profile collaborations that could further elevate the brand. This episode offers valuable lessons in customer-centric product development and the realities of bringing a health-focused consumer product to market. Listen now to learn how Steph transformed a simple dental tool into a growing brand with national recognition — and why truly listening to customers is key to lasting success. Listen in as they share about: Customer Feedback & Development Funding & Business Growth Manufacturing & Operations Retail Strategy & Merchandising Sustainability & Industry Perspective Community & Networking Episode Links: Website: https://www.shopstimmie.com/ LinkedIn: https://www.linkedin.com/in/stephanie-nightingale-899b6118/?originalSubdomain=ca  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 (20K+ members and growing!) Follow @startupcpg Visit host Caitlin's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff speaks with Ryn Hall and Anthony Iuzzolino from the boutique CPG law firm Giannuzzi Lewendon, to dive deep into the legal backbone of operations in the consumer packaged goods (CPG) world. They explore the critical components of co-manufacturing, supply, and distribution agreements—covering everything from pricing structures and exclusivity to intellectual property, volume commitments, termination clauses, and the real-world risks brands face when contracts go sideways. Whether you’re dealing with a first-time co-man, evaluating DSD distributors, or navigating tricky termination fees, this episode is packed with expert legal insights that can help founders avoid costly mistakes and ensure operational agreements support long-term growth and optionality. Don’t miss this valuable episode – Tune in now! If you want legal guidance tailored to your CPG brand, reach out to rhall@gllaw.us  or anthony@gllaw.us  directly or visit gllaw.us to learn more. Listen in as they share about: Co-Manufacturing (CoMan) Agreements Supply and Distribution Contracts Intellectual Property (IP) Protections 3PL (Third-Party Logistics) & Warehousing Agreements Distribution Agreements Pricing and Cost Management Contract Negotiation Strategy General Legal and Operational Strategy Episode Links: Website: https://gllaw.us/  Email: anthony@gllaw.us Email: rhall@gllaw.us  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 (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics If you’re ready for the new standard for business banking, Head to www.rho.co/startupcpgto learn more.

In this episode of the Startup CPG Podcast, Operations and Finance Contributor Hannah Dittman sits down with Todd Hoffman, Chief Operating Officer at Brightland, to discuss the strategic and operational challenges of scaling a modern CPG brand. Todd shares his unique transition from a decade in investment banking to leading operations at Chloe’s and now Brightland. The conversation explores the evolving role of the COO, key considerations for omnichannel growth, and the tactical realities of expanding from direct-to-consumer into retail. Todd also offers valuable insights on supply chain strategy, co-manufacturer relationships, inventory planning, and when to implement infrastructure such as 3PLs or ERP systems. Whether you're a founder entering grocery for the first time or an operator looking to build scalable processes, this episode delivers practical guidance and candid reflections from an industry leader. Listen in as they share about: Overview of Brightland Role of COO & Operations in CPG Operations & Supply Chain Best Practices Retail Strategy & Grocery Channel Expansion Product Development Insights Co-Manufacturing Relationships & Contracts Scaling Strategy & Infrastructure Lessons from Operations Episode Links: Website:  https://brightland.co/ LinkedIn: https://www.linkedin.com/in/todd-hoffman-97aa6a4/  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 (20K+ members and growing!) Follow @startupcpg Visit host Hannah's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Jesrina Arshad, founder and CEO of PurelyB, a wellness company rooted in Malaysia’s ancient herbal traditions. Jesrina shares how her personal health challenges inspired the creation of a brand that bridges centuries-old remedies with modern-day convenience—offering functional herbal blends in a unique "Pixie Stick" format. Together, they explore the science and story behind the rare Tiger Milk Mushroom and Pegaga, and how PurelyB collaborates with indigenous communities, traditional healers, and research institutions to develop effective, sustainable products. Jesrina also discusses her entrepreneurial journey—from bootstrapping and pre-order launches to achieving global reach and building a mission-driven business with a strong focus on health transformation and cultural preservation. Whether you’re a CPG founder, wellness enthusiast, or simply curious about functional mushrooms and ancient botanicals, this episode offers valuable insight into innovation, resilience, and purpose-led brand building. Tune in now! Listen in as they share about: Ancient Remedies & Science Integration Product Development & Launch Journey Business Growth & Strategy US Market Expansion Sustainability & Ethical Sourcing Natural vs. Pharmaceutical Episode Links: Website: https://purelyb.com/ LinkedIn: https://www.linkedin.com/in/jesrinaarshad/  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 (20K+ members and growing!) Follow @startupcpg Visit host Caitlin's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics If you’re ready for the new standard for business banking, Head to www.rho.co/startupcpgto learn more.

In this episode of the Startup CPG Podcast, host Daniel Scharff speaks with David Fudge, Co-Founder and CEO of Aplós, and Amanda Amos, Investor at Collaborative Fund, for a comprehensive discussion on the current fundraising landscape in consumer packaged goods. Together, they break down what has — and hasn’t — changed in the early-stage fundraising environment, with actionable advice for founders from both an operator’s and investor’s perspective. Amanda shares how Collaborative Fund evaluates startups, what investors look for in pitch decks, how to think about market size, and the importance of aligning with the right capital partners. David offers hard-earned insights from building Aplós, including how he navigated early fundraising, how his pitch evolved over time, and what advice he gives to other founders stepping into the fundraising arena. They also discuss bootstrapping vs. raising venture capital, SAFE notes vs. priced rounds, how to build authentic investor relationships, and the real expectations around valuation and ownership. Whether you're a founder preparing to raise or just curious about how the process works behind the scenes, this episode is packed with practical wisdom and candid reflections. 🎧 If you’re building in CPG — or just want to sharpen your fundraising game — don’t miss this one. Listen now! Listen in as they share about: Fundraising Strategy & Venture Capital How to approach different investor types Pitching & Due Diligence How VCs Evaluate TAM Founder-Investor Alignment Investor Perspective & Fund Dynamics Episode Links: Website: https://www.aplos.world/  LinkedIn: https://www.linkedin.com/in/dwfudge/  Website: https://collabfund.com/  LinkedIn:https://www.linkedin.com/in/amandaamos/  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 (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics If you’re ready for the new standard for business banking, Head to www.rho.co/startupcpgto learn more.

In this episode of the Startup CPG Podcast, our Operations and Finance Correspondent Hannah Dittman speaks with Greer Tessler and Luke Goldstein, Managing Partners at Simple Food Ventures. They explore the firm’s strategic approach to early-stage CPG investing, with a focus on “better-for-you” grocery staples and their unique partnership with Albertsons to help brands scale through retail distribution. Greer and Luke share valuable insights into what they look for in founders, the importance of operational expertise, and the business fundamentals that set companies apart. They also provide guidance on navigating valuations, the fundraising process, and building transparent, effective relationships with investors. For founders preparing to raise capital or operators seeking a deeper understanding of the investment landscape, this episode offers practical advice and clear takeaways. Listen now to gain expert insights on positioning your brand for growth and investment readiness. Listen in as they share about: Simple Food Ventures Overview Investment Criteria & Strategy Fundraising Process & Diligence Valuation and Dilution Guidance Pitching Guidance Founder Fit & Dynamics Capital Raising Stages Advice for Founders on Investor Selection How to Contact Simple Food Ventures Episode Links: Website:  https://simplefoodventures.co/ LinkedIn: https://www.linkedin.com/in/greer-tessler-50256640/  LinkedIn: https://www.linkedin.com/in/luke-goldstein-a90093159/  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 (20K+ members and growing!) Follow @startupcpg Visit host Hannah's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, Editor Caitlin Bricker speaks with Ariel Altman and Ronny Berger, co-founders of Figa Foods, a company introducing cupuaçu—a Brazilian superfruit seed—as a sustainable and innovative alternative to traditional chocolate. Ariel and Ronny share their journey of discovering cupuaçu, building a supply chain from Brazil, and navigating the challenges of bringing a novel ingredient to the U.S. market. They also explore the global cocoa crisis, the environmental benefits of cupuaçu, and how Figa Foods is positioned to offer a meaningful alternative in the confectionery space. Additionally, Ariel and Ronny reflect on their experiences as co-founders and life partners, offering valuable insights for first-time entrepreneurs in the CPG industry. Listen in to learn how Figa Foods is carving out a new category in confectionery—rooted in sustainability, transparency, and global inspiration. Listen in as they share about: Product Overview Cupuaçu as a Superfood Supply Chain and Farmer Partnerships Challenges in Product Development Business and Personal Partnership Cocoa Crisis Launch and Market Response Future Vision & Advice for Founders Episode Links: Website: https://figafoods.com/ LinkedIn: https://www.linkedin.com/in/ariel-altman-396b922b/ LinkedIn: https://www.linkedin.com/in/ronnyberger/  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 (20K+ members and growing!) Follow @startupcpg Visit host Caitlin's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics If you’re ready for the new standard for business banking, Head to www.rho.co/startupcpgto learn more.

In this episode of the Startup CPG Podcast, Daniel Scharff speaks with Sam Tichnor, founder of FFUPs, a uniquely branded puff snack company that was focused on flavor innovation over health claims. Sam candidly shares the full arc of his entrepreneurial journey—from conceptualizing and launching the brand during the pandemic, to navigating DTC and retail channels, and the complex challenges that ultimately led to winding down the business. The conversation covers critical lessons on brand positioning, operational execution, inventory management, and the importance of marketing strategy—especially for solo founders. Sam reflects on the strategic decisions that shaped the brand, where things went wrong, and the insights he now applies in his advisory work at Pale Blue Dot, supporting emerging CPG brands with finance and operations expertise. This episode offers valuable takeaways for founders, operators, and anyone involved in building and scaling consumer products. Don't miss this episode. Listen now! Listen in as they share about: Branding and Product Development Marketing and Awareness Operations and Manufacturing Retail and Distribution Strategy Financial Management and Capital Reflections on Failure and Growth Episode Links: Website: https://ffups.com/  LinkedIn: https://www.linkedin.com/in/samueltichnor/  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 (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics If you’re ready for the new standard for business banking, Head to www.rho.co/startupcpgto learn more.

In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Sam Lejfer, founder of Lucky Day, a brand in the frozen dessert category unlike you've ever seen. Lucky Day produces organic, dairy-free ice cream made without common allergens, refined sugars, gums, or seed oils—offering a thoughtful alternative for health-conscious and ingredient-aware consumers. Sam shares the personal health journey that inspired the creation of Lucky Day, detailing how severe food allergies and a commitment to wellness shaped the brand’s core values. He also discusses the operational challenges of launching an allergen-friendly product, including the decision to manufacture in-house and to use home-compostable, plastic-free packaging. They also explore the realities of startup growth, the importance of maintaining product integrity, and how fear, discipline, and a mission-driven approach continue to guide Sam’s leadership. Gain insights into market trends in clean-label food, strategies for sustainable packaging, and the value of scaling with intention rather than speed. Listen now! Listen in as they share about: Manufacturing & Production Sustainability & Packaging Ingredients & Health Consciousness Business Philosophy & Strategy Retail, Distribution & Market Presence Founder Experience: Fear, Ego & Resilience Community & Support Episode Links: Website: https://eatluckyday.com/ LinkedIn: https://www.linkedin.com/in/lejfersamuel/  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 (20K+ members and growing!) Follow @startupcpg Visit host Caitlin's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics If you’re ready for the new standard for business banking, Head to www.rho.co/startupcpgto learn more.

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Paul Voge of Aura Bora, who returns to share the full story behind the recent sale of his sparkling water brand. Paul takes us through the founding of Aura Bora, its rapid growth, and the hard financial truths of operating in the beverage industry. He dives deep into the reasons for selling, what the sale process looked like, and how changing investor expectations in CPG shaped their outcome. From fundraising strategies and capital efficiency to navigating the saturated sparkling water space, Paul offers transparent, hard-won advice on what it really takes to build — and eventually exit — a consumer brand. He also reflects on what he’s learned about himself, creativity, and the importance of timing in business. This is a must-listen for any emerging CPG founder or operator — candid, tactical, and full of real-life lessons. Listen now! Listen in as they share about: The Sale of Aura Bora Fundraising and Financial Journey Challenges in the Beverage Industry Decision to Sell Market & Exit Dynamics Entrepreneurial Reflections Personal Growth & Self-Discovery What’s Next for Paul Episode Links: Website: https://aurabora.com/  LinkedIn: https://www.linkedin.com/in/paulvoge/  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 (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG podcast, Editor Caitlin Bricker sits down with Amna Mettmann, founder of Brause — a modern beverage brand inspired by health-conscious, traditional German craft sodas. Amna shares her entrepreneurial journey, from a career in investment banking and tech to launching a clean-label soda brand rooted in nostalgia, transparency, and flavor. Learn about Brause’s commitment to whole food ingredients, the brand’s thoughtful approach to avoiding added sugars and artificial flavors, and the cultural and personal influences that shaped its identity. Amna also discusses how Startup CPG played a vital role in helping her navigate the early stages of growth, connect with distributors, and build momentum in the competitive CPG landscape. You’ll also hear how Amna leveraged Startup CPG’s resources to land distributors and scale her vision. Tune in to discover why Brause is more than just a drink — it’s a movement. Listen in as they share about: Ingredient and health philosophy German influence & nostalgia Lifestyle integration Distribution and retail presence Startup CPG community influence on the brand Episode Links: Website: https://drinkbrause.com/ LinkedIn: https://www.linkedin.com/in/amna-mettmann/  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 (20K+ members and growing!) Follow @startupcpg Visit host Caitlin's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff speaks with Matt Merson, Head of Strategy and Sales at Once Upon a Coconut, and a veteran executive with over three decades of experience in the consumer packaged goods (CPG) industry. This in-depth conversation offers a comprehensive guide to navigating sales broker relationships for emerging CPG brands. Matt provides practical guidance on when and how to find and engage a broker, how to evaluate broker performance, and what internal preparations are necessary for a successful partnership. The discussion covers key topics such as broker compensation structures, contract negotiation strategies, the importance of sales collateral and data readiness, and how to ensure brokers are aligned with your brand’s growth strategy. Gain a clear understanding of the differences between national, regional, and specialty brokers, and how to choose the right fit based on product, channel, and stage of growth. Matt also shares real-world insights on managing broker expectations, establishing accountability, and setting measurable goals to drive retail success. This episode is an essential resource for founders and sales leaders seeking to build sustainable retail distribution through broker partnerships. Listen now to gain expert-level insights into one of the most critical decisions early-stage CPG brands face. Access Startup CPG's exclusive data package with NIQ: https://nielseniq.com/global/en/landing-page/startupcpg/ Listen in as they share about: What Is a Broker and When to Hire One Strategic Fit and Channel Focus How to Find & Evaluate Brokers Types of Brokers Fees & Contract Structure and Negotiating Tools to Set Brokers Up for Success When It’s Not Working Maintaining a Healthy Broker Relationship Matt's Recommended Brokers Episode Links: Website: https://onceuponacoconut.com/ LinkedIn: https://www.linkedin.com/in/matthew-merson/   Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: 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 (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this bonus episode of the Startup CPG Podcast, Editor Caitlin Bricker is joined by Startup CPG founder Daniel Scharff and Head of Marketing & Community Patricia Menegoto to recap their experience at the Summer Fancy Food Show in New York City. Together, they highlight key takeaways from the event, including curated buyer meetings, panel discussions, evening networking events, and the vibrant energy of the River Pavilion where 25 emerging brands showcased their innovations in the Startup CPG section. Caitlin also features three brands from the Startup CPG section — Figa Foods, Loopini Pizza, and Ooso Sparkling Tea — who share their behind-the-booth insights, major wins, and the impact of being part of the community. Whether you're preparing for your first trade show or looking to refine your event strategy, this episode offers actionable advice and an inside look at what makes Fancy Food such a powerful platform for emerging CPG brands. Tune in now! Listen in as they share about: Summer Fancy Food Show Experience Startup CPG Section 1:1 Buyer Meetings Further Female Founder Lounge Events & Networking Brand Spotlights -Figa Foods -Loopini Pizza -Ooso Sparkling Tea Episode Links: LinkedIn: https://www.linkedin.com/in/danscharff/ LinkedIn: https://www.linkedin.com/in/pmenegoto/ Website: https://figafoods.com/ LinkedIn: https://www.linkedin.com/in/damiano-messineo-53354018a/  Website: https://drinkooso.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 (20K+ members and growing!) Follow @startupcpg Visit host Caitlin's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, our Editor and host of the Founder Feature series, Caitlin Bricker, sits down with Jenn Ko, founder of DIME — a bold and flavorful MSG-based seasoning brand on a mission to challenge misconceptions and celebrate Asian heritage. Jenn shares her journey from being an MSG skeptic to becoming a passionate advocate, fueled by cultural pride and a desire to reclaim the narrative around this misunderstood ingredient. Together, Caitlin and Jenn explore the roots of MSG’s bad reputation, its scientific origin, and how xenophobia played a role in shaping public perception. Jenn also reflects on her entrepreneurial journey, the story behind DIME’s provocative name, and her vision for making the product a pantry staple. Whether you're curious about MSG or inspired by authentic founder stories, this episode offers valuable insight into the intersection of culture, food, and innovation. Listen now to learn how one founder is turning a misunderstood ingredient into a modern culinary movement. Listen in as they share about: Founding story of DIME The origins and misconceptions of MSG Breaking stereotypes through branding Product strategy Entrepreneurial challenges and aspirations Community & support Episode Links: Website: https://www.dimemsg.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 (20K+ members and growing!) Follow @startupcpg Visit host Caitlin's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Daniel Faierman, Partner at Habitat Partners, an early-stage venture firm spun out of the renowned creative agency Red Antler. With experience at major CPG companies such as PepsiCo, Danone, and AB InBev, Daniel brings a well-rounded perspective on brand building, strategic investment, and evaluating emerging consumer brands. They explore what Habitat Partners looks for in early-stage investments, with a focus on strong gross margins, capital efficiency, and early signs of product-market fit. Daniel shares how brands can succeed in pre-launch or seed rounds, the metrics that matter most — including velocities and marketing efficiency — and the importance of building a credible online presence even for retail-focused companies. He also offers candid advice on what not to do when pitching investors, outlines common valuation benchmarks, and highlights specific whitespace opportunities he’s actively looking to fund. If you’re a founder preparing to raise capital or simply seeking to better understand the CPG investment landscape, this episode delivers strategic insights and actionable guidance from a seasoned investor. Listen now! Listen in as they share about: Who Is Daniel Faierman and What Is Habitat Partners?  Key KPIs They Evaluate  DTC vs Retail Channel Strategy  Fundraising Mistakes to Avoid  Valuation Guidance  White Space Opportunity They’re Seeking  What Founders Should Ask Habitat  Other Early-Stage CPG Funds Mentioned  Episode Links: Website: https://www.habitatpartners.co/ LinkedIn: https://www.linkedin.com/in/daniel-faierman/  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 (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG podcast, Grace Kennedy speaks with Sue Delegan and Kim Hehir, the co-founders of Brutus Bone Broth, a leading brand in the emerging category of functional pet food toppers. As sisters and entrepreneurs, Sue and Kim share the journey of building a mission-driven company that started in their home kitchens and scaled to national distribution with major retailers like Target. They explore how Brutus Bone Broth was born out of a personal need and quickly gained traction through strategic beta testing, a strong emphasis on product quality, and persistent outreach to retailers. Sue and Kim discuss navigating regulatory hurdles, maintaining cost-efficiency while preserving ingredient integrity, and the importance of innovation in developing new product lines like powdered bone broth and functional goat milk. They also reflect on the emotional realities of entrepreneurship, the value of building collaborative relationships, and how a clear brand mission—nourishing pets while giving back to the community—has remained central to their growth. Listen in to gain valuable insights on product development, retail strategy, and scaling a consumer brand—plus learn how Brutus Bone Broth is shaping the future of pet nutrition. Listen in as they share about: Brutus Bone Broth Overview Manufacturing & Product Development Go-to-Market Strategy & Early Challenges Negotiation & Cost Management Retail Expansion DTC & Innovation Episode Links: Website: brutusbroth.com LinkedIn: https://www.linkedin.com/in/kimberly-hehir-6753391/  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 (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, and Andy Kurtts, founder of Buttermilk Creative, for a deep dive into the technical and design considerations to get your product out into the world. Jamie shares his 20+ years of commercialization expertise, covering the technical side of packaging—shelf life, structural integrity, co-manufacturing constraints, and the science behind keeping products protected from oxygen, moisture, light, and even drop-kicks during shipping. Meanwhile, Andy offers the designer’s perspective on how to stand out on-shelf, balance aesthetics with category norms, and build packaging that communicates your brand's promise clearly and effectively. Together, they break down how packaging influences everything from retail acceptance to consumer perception, and why early-stage brands should think carefully about format, manufacturing limitations, and visual hierarchy. Real-world examples like Graza, NoBull, and Leisure Hydration illustrate how form and function can come together to build lasting impressions—and brands. Whether you're in the concept phase or planning your second packaging run, this episode is your total package. Tune in now to learn how to make your product irresistible on shelf—from the inside out. Visit Catapult Commercialization Services: https://bit.ly/catapultcpg Visit Canworks digital can printing: https://www.canworksprinting.com/startupcpg Listen in as they share about: The Importance of Packaging in Product Success Technical Considerations of Packaging (Jamie’s Perspective) Design and Branding Strategy (Andy’s Perspective) Working with Designers and Agencies Testing, Feedback, and Iteration Cost, Margin, and Strategic Trade-offs Marketing, Community, and Brand Execution Real Brand Examples Episode Links: Website: https://www.catapultserv.com/ LinkedIn: https://www.linkedin.com/in/fvmh97c/ Website: https://buttermilkcreative.com/ LinkedIn: https://www.linkedin.com/in/andykurtts/  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 (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics

In this episode of the Startup CPG podcast, Grace Kennedy speaks with Francesca Pittaluga, founder of Ciao Pappy, a premium Italifornia pasta sauce brand that blends the culinary traditions of Italy with the fresh, vibrant spirit of California. Francesca shares her entrepreneurial journey from a career in fashion to building a fast-growing CPG brand rooted in family heritage, clean ingredients, and strong storytelling. Gain insight into the early days of launching Ciao Pappy, the strategic decisions behind product development and retail placement, and the challenges of scaling production while maintaining quality. Francesca also discusses the importance of community support, finding the right partners, and staying focused on sustainable, regional growth before national expansion. This episode is a must-listen for emerging founders navigating the food and beverage space or anyone interested in building a purpose-driven brand. Listen in as they share about: The Origin of Ciao Pappy Blending Cultures through Food Early Growth and Strategy Product Development Retail and Distribution Strategy Manufacturing and Co-Packing Challenges Community and Resources Funding and Growth Challenges Episode Links: Website: https://www.ciaopappy.com/  LinkedIn: https://www.linkedin.com/in/francesca-pittaluga-983170261/  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 (20K+ members and growing!) Follow @startupcpg Visit host Grace's Linkedin  Questions or comments about the episode? Email Daniel at podcast@startupcpg.com Episode music by Super Fantastics