The Startup CPG Podcast Founders Feature: Heidi and William Schneiders of Tea Jams
In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Heidi and William Schneider, the husband-and-wife team behind Tea Jams—the world's first organic fruit jam infused with tea that's redefining what a pantry staple can be.
Chef William, a Culinary Institute of America graduate, started making Earl Grey syrups for Mother's Day brunches at a local inn where quilting groups raved about the flavor. He transformed those syrups into jams with 40% less sugar than traditional options, using only organic whole fruit instead of juice concentrates. Heidi, a special education teacher with a background in social media marketing, joined forces with William to build the brand's visual identity and community presence.
Throughout the conversation, the Schneiders share how their relationship literally grew alongside their business—they met on Hinge, got engaged while visiting their first retailer in Miami, and hosted their first pop-up on their one-year wedding anniversary. They've handcrafted nearly 20,000 jars between the two of them while keeping their full-time jobs, proving that small businesses (really small—just the two of them!) can make big impact.
You'll also learn about Tea Jams' versatility—from toast topping to mocktails at farmers markets to marinades for fish—and how they landed in Harney & Sons gift sets and Murray's Cheese at Grand Central Terminal (where they used to meet for dates!). The episode explores their retail vs DTC strategy, why the definition of "small business" needs to change, and how they're building authentic brand partnerships with established companies.
Listen now to hear their infectious energy and learn how two people are disrupting an industry that's "been asleep for a little bit."
Listen in as they share about:
- Meeting on Hinge & Growing the Business Together
- From Earl Grey Syrup to Tea-Infused Jam
- The Difference Between Jam and Jelly (and Why It Matters)
- Handcrafting 20,000 Jars While Working Full-Time Jobs
- Building Collaborations with Harney & Sons and Local Cafes
- Retail vs DTC Strategy and Farmers Market Success
- What "Small Business" Really Means
- The Versatility of Tea Jams: Mocktails, Marinades & More
Episode Links:
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Show Links:
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- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics