The Startup CPG Podcast

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 PappyBlending Cultures through FoodEarly Growth and StrategyProduct DevelopmentRetail and Distribution StrategyManufacturing and Co-Packing ChallengesCommunity and ResourcesFunding and Growth ChallengesEpisode 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 @startupcpgVisit host Grace'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 is joined by Michael Lowry, Vice President of Global Spirit Sourcing, and Andrea Starr, Senior Director of Merchandising at Total Wine & More—the largest independent alcohol retailer in the U.S., with over 300 stores and $6 billion in annual sales.Michael and Andrea pull back the curtain on how Total Wine thinks about brand discovery, merchandising strategy, customer engagement, and category trends — including the rise of non-alcoholic beverages and the emerging THC space. They share what makes a product stand out and why the right design can make or break a new launch. You’ll also learn what it takes to get on their shelves, how they stay nimble like a startup, and what catches their eye at trade shows.Packed with actionable insights, category strategy tips, and behind-the-scenes examples, this episode is a must-listen for any startup founder, CPG marketer, or emerging brand looking to break into large-format retail.🎧 Tune in now to learn how to make your brand shelf-ready for one of the most powerful retail platforms in beverage.Listen in as they share about:Total Wine & More OverviewRoles and ExpertiseProduct Discovery & SourcingTrends & Consumer BehaviorE-Commerce & Digital StrategyRetail Strategy & Brand FitHow Total Wine Discovers New Brands Episode Links:LinkedIn: https://www.linkedin.com/in/andstarr/ LinkedIn: https://www.linkedin.com/in/michael-lowry-394b177a/ 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, Caitlin Bricker speaks with Fane He and Kyle Nguyen, co-founders of The Lucky Ox, a Vietnamese-inspired beverage company. They share the story behind their flagship salted lemonade, the cultural roots and personal meaning behind the brand, and how their backgrounds in fashion and design have shaped a product that stands out both on shelves and online.From launching with glass bottles and navigating DTC logistics, to building a wholesale business one account at a time—often hand-delivering orders across New York City—Fane and Kyle discuss the challenges and unexpected wins of growing a beverage brand with limited resources but unlimited creativity.They also explore how The Lucky Ox is resonating across diverse culinary spaces and why authenticity has been their strongest differentiator.So, what are you waiting for–listen now!Listen in as they share about:Authenticity Over Trend-ChasingUnique Brand Identity & DesignBootstrapped Hustle & Grassroots GrowthDistribution & DTC ChallengesRetail and Sales StrategyMentorship and Startup CPG SupportCommunity, Mentorship, and Startup CPGEpisode Links:Website: https://luckyox.co/ LinkedIn: https://www.linkedin.com/in/fane-he/ LinkedIn: 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

Alicia Nelson, Sales and Customer Operations Manager at So Good So You, and Emily Curran from SPS Commerce, delve into Sales Operations’ pivotal role in scaling growing brands. They share insights on managing logistics and the importance of effective communication for timely order fulfillment. Alicia recounts the evolution of So Good So You from café to juice shot maker, while Emily highlights best practices in EDI integration. Together, they showcase how automation and collaboration can streamline processes and support sustainable growth in the health food sector.

In this episode of the Startup CPG podcast, Grace Kennedy speaks with Grace Mittl, co-founder of Absurd Snacks, a brand focusing on allergen-friendly snacking. Grace Mittl shares how a college entrepreneurship course sparked the creation of Absurd Snacks, originally inspired by a classmate’s dietary restrictions. What began as roasted chickpeas in a dorm kitchen has evolved into a fast-growing company offering protein-rich, allergen-free snack mixes.They explore key milestones in the company’s growth—from navigating the challenges of allergen-free manufacturing and scaling production, to launching on Amazon and building a strong retail presence with partners like Whole Foods Market, Kroger, and Publix.Grace also reflects on the importance of mentorship, community engagement, and staying transparent as a young founder in the consumer packaged goods space.Listen in for practical insights into launching a purpose-driven brand, and learn how Absurd Snacks is reshaping the future of inclusive snacking.Listen in as they share about:Product DevelopmentManufacturing ChallengesRetail & E-commerce StrategyGo-To-Market StrategyMarketing & Community BuildingFunding & GrowthTeam & SupportBiggest Lessons & AdviceEpisode Links:Website: absurdsnacks.com LinkedIn: https://www.linkedin.com/in/gracemittl/ 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, Daniel Scharff is joined by Erik Muller and Daria Jackson of The FruitGuys, a purpose-driven company providing fresh fruit and clean-label snacks to offices, schools, and organizations across the country.Erik shares insights from FruitGuys’ 27-year journey, highlighting its mission to nourish communities, support sustainable agriculture, and create meaningful workplace experiences. Daria, the Snack Category Manager, discusses how she curates their growing CPG assortment, current trends shaping workplace snacking, and what she looks for when partnering with emerging brands.This conversation covers everything from the evolution of office snack programs to practical advice for brands looking to break into corporate wellness spaces. You will gain valuable perspective on what it takes to build a lasting, values-driven food business—and how to get products in front of the right audiences.Don't miss this episode–tune in now!Listen in as they share about:The FruitGuys OverviewCompany Mission and ValuesBusiness Scope and OperationsProduct Strategy & CPG Snack ProgramCustomer Use CasesTrends & Buyer InsightsHow to Work with Fruit GuysOpportunities for BrandsEpisode Links:LinkedIn: https://www.linkedin.com/company/the-fruitguys/posts/?feedView=all LinkedIn: https://www.linkedin.com/in/herrmuller/ LinkedIn: https://www.linkedin.com/in/daria-jackson-44360a136/ 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, Daniel Scharff shares an exciting new opportunity for emerging CPG brands: the Startup CPG Innovation Section at the upcoming UNFI Selling Shows. For the first time ever, Startup CPG is partnering with UNFI to showcase innovative brands not yet working with the distributor — offering 10 free tabletop spots at their July shows in Las Vegas (July 15–17) and Mohegan Sun (July 29–31).Daniel explains why this opportunity is a game-changer, highlighting the exclusive access to top retailers and UNFI team members, and how distributor account managers can play a critical role in brand success. He also shares personal insights from his own experience exhibiting at these shows and building vital industry connections.🗓️ Application deadline: June 10 at 8:00 AM👉 If you're a CPG brand not currently in UNFI’s distribution centers, don’t miss this chance to get in front of key industry decision-makers.To learn more and apply, check out details in the Startup CPG slack (sign up at startupcpg.com)Listen in as they share about:Partnership AnnouncementEvent DetailsWest/Central Show (Las Vegas)East Show (Mohegan Sun)Opportunity for New BrandsFree Tabletop SpacesRetailer ExposureStrategic AdvantageHow to ApplyDon'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, Grace Kennedy speaks with Dina DiCenso, co-founder of RIND, an innovative vegan cheese company based in Brooklyn, New York. Dina shares RIND’s journey from homemade recipes to national retail shelves and fine dining establishments—including a notable appearance at the White House.They explore the brand's proprietary fermentation techniques, the challenges and advantages of bootstrapping in a competitive category, and the strategic growth of their two lines: RIND and Veggie Underground.Dina also offers valuable insights into retail expansion, foodservice strategy, and the evolving landscape of plant-based dairy alternatives.Tune in now!Listen in as they share about:Mission and MotivationProduct DevelopmentBootstrapped vs Self-FundingBusiness Growth and ChallengesMarket Trends & Industry InsightRetail and DistributionMarketing and Consumer EducationEpisode Links:Website: https://www.rind.nyc/ LinkedIn: https://www.linkedin.com/in/dinadicenso/  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 Grace'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 is joined by Janice Greenwald, a seasoned marketing leader with over two decades of experience spanning Unilever, Sabra, and numerous natural food startups. Janice shares her expert perspective on what truly drives success in CPG marketing, introducing her expanded “C’s and P’s” framework and offering actionable insights for early-stage brands.They cover key topics including defining a compelling value proposition, conducting consumer research on a budget, evaluating product-market fit, optimizing packaging for shelf impact, and selecting the right creative partners. Janice also shares best practices for executing high-ROI tactics like retail media, demos, and digital couponing to drive velocity.Whether you’re launching a new brand or scaling an existing one, this episode offers clear, strategic guidance to help your product stand out in a crowded market. Listen now!Grassroots Marketing Demos: https://calendly.com/grassrootsmarketing/grassroots-x-startupcpg-intro-callJanice's Cs and Ps:Consumer – Who is your product for, and what real problem are you solving?Customer (Retailer) – You must show how your product will grow their categoryCategory – You’re not just selling a product; you’re helping drive category incrementalityCompetition – Understand the landscape and how your brand stands outProduct – Is it actually delivering on a relevant insight or need?Pricing – Must reflect your value proposition, margin goals, and consumer expectationsPackaging – Your single best marketing tool in-store—must break throughPlacement – Should be a joint effort with sales to get the best in-store visibility at the right retailers (or channels)Promotion – Covers everything you’ll do to move product off the shelfListen in as they share about:Marketing for CPG BrandsMarketing Framework: Cs & PsProduct-Market Fit & RepositioningBrand Audits and Course CorrectionDriving Velocity: Practical TacticsMarketing Spend and ROI-Driven TacticsResearch & ValidationChoosing a Design PartnerEpisode Links:LinkedIn: https://www.linkedin.com/in/janice-greenwald-marketing-consultant/ 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, Grace Kennedy speaks with Brenna Turner and Joey Labes, the co-founders of Sake High!, a premium sake brand brewed in Japan and designed for the modern U.S. consumer. From launching one of the first canned sakes in the U.S. to debuting innovative sake-based hard teas, Sake High! is on a mission to make sake more accessible, versatile, and relevant to a new generation of beverage drinkers.Brenna and Joey share their journey of building an alcohol brand as a couple, navigating the complexities of international sourcing and U.S. distribution, and staying true to their values by continuing to partner with traditional Japanese breweries. They also dive into their grassroots marketing strategy, how they’re challenging sake norms, and why consumer education is key to their success.Explore the future of sake — and the startup driving it forward. Listen now!Listen in as they share about:The Origin of Sake High!Branding & Packaging ProcessDisrupting the Sake CategoryBootstrapping Growth & Product innovationChallenges of Alcohol DistributionRunning a Startup as a CoupleCommunity & CollaborationEpisode Links:Website: https://www.sakehigh.com/ LinkedIn: https://www.linkedin.com/in/brenna-turner/ LinkedIn: https://www.linkedin.com/in/joelabes/ 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 @startupcpgostVisit host Grace's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics