The Startup CPG Podcast #203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts
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