#223 - Startup CPG Innovation Sections at UNFI Selling Shows ft. Jubilee’s and Loopini Pizza

In this episode of the Startup CPG Podcast, host Daniel Scharff takes listeners inside the UNFI Selling Shows, highlighting how Startup CPG’s first-ever Innovation Sections are expanding access, visibility, and retail opportunities for emerging CPG brands. Daniel is joined by Ashley Waldman of Jubilee’s and Damiano Messineo of Loopini Pizza, two founders who used the shows to unlock meaningful distribution growth and build high-value relationships with UNFI buyers and key retailers.

The conversation explores why UNFI Selling Shows remain one of the most influential events in natural grocery and how strategic preparation, targeted DC planning, and authentic founder representation helped Ashley and Damiano achieve breakthrough results. Listeners will learn how to approach selling shows with intention—leveraging focused pitching, sharp positioning, and strong operational readiness to convert short buyer interactions into long-term momentum.

Listen in as they discuss:

• How Startup CPG’s Innovation Sections elevate early-stage brands at UNFI Selling Shows
• Why UNFI events deliver exceptional ROI for emerging consumer brands
• How Jubilee’s turned show-floor conversations into major new distribution opportunities
• How Loopini Pizza secured a key retailer relationship and Up Next program recognition
• The importance of entering shows with a clear DC and retailer strategy
• How founder presence and authenticity increase buyer engagement
• Why disciplined product storytelling drives success in high-stakes environments
• How operational readiness supports sustainable post-show growth

Episode Links

Jubilee’s:
Website: https://drinkjubilees.com
LinkedIn: https://www.linkedin.com/company/drink-jubilees/

Loopini Pizza:
Website: https://eatloopini.com/
LinkedIn: https://www.linkedin.com/company/loopini/

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
• Watch out last podcast on tradeshows: https://share.transistor.fm/s/61e4d91c