The Startup CPG Podcast

Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.comIn this episode of the Startup CPG Podcast, our Editor, Caitlin Bricker, is joined by Daniele Orellana, co-founder of MITTS, a design-forward brand who's rethinking the everyday kitchen sponge. Daniele shares how MITTS was born out of a practical need to care for delicate glassware—specifically high-end wine glasses that were constantly breaking during handwashing. What started as a solution for wine enthusiasts has since evolved into a versatile, aesthetically pleasing tool for anyone seeking a better way to clean non-dishwasher-safe items.Throughout the conversation, Daniele discusses the challenges and triumphs of building a consumer product brand while maintaining a full-time medical career. She offers insight into the manufacturing decisions behind MITTS, including the difficulties of sourcing production domestically, and the advantages of a non-perishable product. As a first-generation founder, Daniele reflects on the values of risk-taking and resilience passed down from her immigrant parents, and how that mindset fuels her entrepreneurial journey.Also, hear about how she and her husband balance their professional lives with growing the brand, the importance of customer feedback, and the role of community—especially Startup CPG—in guiding their progress. With practical advice, personal stories, and a clear passion for thoughtful design, this episode is a must listen!Listen in as they share about:Product Evolution and Use CasesManufacturing ChallengesShelf Life and DurabilityCommunity & MentorshipAdvice to Other FoundersEpisode Links:Website: https://mitts.store/ LinkedIn: https://www.linkedin.com/in/daniele-orellana-258366157/ 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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff welcomes back Eric Skae, CEO of Carbone Fine Food, to discuss the brand’s rapid ascent in the premium pasta sauce category. Eric shares how Carbone scaled from launch to more than 25,000 retail doors in under five years, while maintaining strong velocities and brand integrity.They explore Carbone’s distribution-first strategy, disciplined approach to innovation, and the importance of product quality in building consumer trust. Eric also provides insights into team building, co-packer management, capital efficiency, and sustainable scaling.This episode offers valuable lessons for emerging food and beverage brands navigating growth and category disruption.Don’t miss this valuable episode. Tune in now!Listen in as they share about:Carbone Brand GrowthGo-to-Market & StrategyProduct InnovationOperations & Quality ControlTeam & HiringFunding & Capital EfficiencySales & Retail RelationshipsAdvice for Early-Stage BrandsEpisode Links:Website: https://carbonefinefood.com/LinkedIn: https://www.linkedin.com/in/eric-skae-7712b017/ 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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, our Editor, Caitlin Bricker, is joined by Bilal Othman, founder of Huwa, a premium olive oil brand with deep Palestinian roots. Bilal shares the compelling journey of how a multi-generational family tradition—olive farming in Palestine—evolved into a thoughtfully designed, U.S.-based brand that is as much about heritage and connection as it is about quality.Gain insight into the cultural and agricultural significance of Huwa's olive oil, including its authentic single-origin sourcing, cold-pressing methods, and unique production process. Bilal also delves into the meaning behind the brand’s name, the intentional and nostalgic design of its packaging, and how Huwa serves as a bridge between generations, continents, and communities.Whether you're a consumer, retailer, or entrepreneur, this episode offers a refreshing look at building a mission-driven business steeped in heritage and community.Listen now!Listen in as they share about:Origins and Family History of HuwaBrand Identity and DesignLegacy and Cultural ConnectionOlive Oil Production ProcessDifferentiation from Mainstream Olive OilsAppeal to Retailers and ConsumersDiscovery and Role of Startup CPGEpisode Links:Website: https://huwatasty.com/  LinkedIn: https://www.linkedin.com/in/bilal-othman-43245788/ 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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff speaks with Hector Saldivar, founder and CEO of Tia Lupita Foods, about his journey from sharing his mother’s hot sauce recipe to building a nationally recognized, better-for-you Mexican-inspired brand.Hector shares how he grew Tia Lupita from kitchen batches to retail shelves, the challenges of competing in the crowded hot sauce category, and the strategies he used to stand out with authentic branding and premium positioning. He opens up about his SharkTank experience (and the realities of renegotiating after the cameras stop rolling), lessons learned from fundraising and retail expansion, and the pivotal moments that led to Tia Lupita’s acquisition by Vilore Foods.They also dive deep into entrepreneurship, resilience, and the balance between seizing opportunities and pacing growth.  Tune in to gain valuable perspective on building and scaling a food brand!Listen in as they share about:Founding Story of Tia Lupita FoodsSharkTank ExperienceEarly Growth and Retail ExpansionDifferentiation in the Hot Sauce MarketTrends in Hot Sauce & Chili CrispFundraising and Acquisition JourneyRetailer & Distribution StrategyAdvice to EntrepreneursEpisode Links:Website: https://tialupitafoods.com/ LinkedIn: https://www.linkedin.com/in/hector-sald%C3%ADvar-16a34a/ 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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Hannah Dittman speaks with Andrew Montgomery, Partner at Collaborative Fund, about building successful brands at the intersection of for-profit and for-good. Andrew shares his career journey across operations, brand building, and investing on his path to Collaborative Fund.He outlines the firm’s investment philosophy, including their “villain test,” and offers detailed guidance on pitching to investors, identifying enduring consumer trends, and structuring effective fundraising strategies. Andrew also provides practical advice on evaluating investor–founder alignment, building momentum during a raise, and navigating long-term partnerships.Listen to gain actionable insights on positioning your brand for growth, attracting the right capital, and fostering relationships that support your vision.Listen in as they share about:Andrew’s Career BackgroundCollaborative Fund’s Investment PhilosophyInvestment Criteria & Evaluation ProcessTraits of Strong FoundersTrends, Categories & ThesesFundraising Timing & StrategyAdvice for Founders Seeking InvestmentEpisode Links:Website: https://collabfund.com/ LinkedIn:  https://www.linkedin.com/in/andrewwmontgomery/ 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 @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, our Editor, Caitlin Bricker, is joined by Alyssa Fernandez, founder of Ollin, a bold new baking brand that’s flipping the script on how we think about gluten. Alyssa shares her journey from data journalism to the baking aisle, revealing how a personal health journey and a DIY wedding cake sparked the inspiration for Ollin. Gain insight into how Ollin leverages traditional milling methods and Texas-grown grains to create thoughtful, flavor-forward cake mixes.Alyssa opens up about the challenges of being a first-time CPG founder, what it took to formulate her products using ancient grains, and how her brand’s Wild West-inspired aesthetic helps tell a deeper story. From branding decisions to startup strategies and overcoming gluten’s villainized reputation, this episode dives into the intersection of food, culture, and inclusivity.If you're curious about elevating your pantry, embracing better grains, or launching your own CPG venture, this episode is a must-listen.Listen in as they share about:Product Philosophy and DevelopmentBranding and DesignPositioning Gluten as a Positive IngredientMarket Positioning & Consumer BehaviorGo-to-market milestoneRetail Launch and Future PlansEpisode Links:Instagram: @ollinyallLinkedIn: https://www.linkedin.com/in/ffernandezalyssa/ 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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

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!The California Walnut Board would love to hear from anyone out there interested in their resources or education, you can email them at foodinnovation@walnuts.orgListen in as they share about:Commodity Boards and Their RoleCalifornia Walnuts in Product InnovationDusra’s Product Development JourneyPartnership Between Dusra & the California Walnut BoardProduct Development and StrategyTrends in Walnuts and Nuts in GeneralStrategic Growth and Go-To-Market PlanningAdvice to Other FoundersEpisode 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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode 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 OverviewDefining “Vice” & Category BoundariesStage, Check Size, and MetricsDistribution StrategyExamples of Successful ApproachesMargins & ProfitabilityFundraising GuidanceFirst Investor Meeting Best PracticesExit Strategies & Acquisition DynamicsEpisode 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 @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode 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 & DevelopmentFunding & Business GrowthManufacturing & OperationsRetail Strategy & MerchandisingSustainability & Industry PerspectiveCommunity & NetworkingEpisode 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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff speaks with Ryan 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) AgreementsSupply and Distribution ContractsIntellectual Property (IP) Protections3PL (Third-Party Logistics) & Warehousing AgreementsDistribution AgreementsPricing and Cost ManagementContract Negotiation StrategyGeneral Legal and Operational StrategyEpisode 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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics If you’re ready for the new standard for business banking,Head to www.rho.co/startupcpgto learn more.