The Startup CPG Podcast

A fast-paced preview of Expo West 2026 with a complete roadmap of must-attend Startup CPG events. Practical tactics for sampling, swag, and applying early to score buyer meetings. A look at curated brand showcases, grocery-run sampling formats, and intimate founder dinners that turn networking into lasting relationships.

Nate Cooper, investor at Barrel Ventures with operator roots and early bets like Olipop, discusses how he evaluates early-stage food and beverage brands. He covers product-market fit, conviction signals beyond metrics, margins versus category norms, and why humble, gritty founders win. Conversation also touches on market shifts like GLP-1s and wearables and the power of compounding growth.

Yaniv Simpson, founder of The Conscious Bar and maker of date‑sweetened craft chocolate, built a brand focused on radical transparency and compostable packaging. He discusses redefining chocolate as a wholesome indulgence, ethical cacao sourcing and traceability, the nine‑month hunt for compostable packaging, and the strategy of educating consumers before scaling to retail.

Janice Greenwald, a fractional CMO with ~20 years in CPG marketing who advises early-stage brands on social, PR, packaging, and go-to-market strategy. She tackles social media as many moving parts. She discusses when to use freelancers vs small agencies. She talks packaging mistakes, retail shelf strategy, PR’s role in awareness, and how to allocate early marketing budgets.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Brian Folmer, founder of FirstLook Ventures, to explore what founders need to know before fundraising—from building compelling pitch decks to avoiding common mistakes that sink deals.Brian brings a rare full-stack perspective to consumer investing: founder, operator, ecosystem builder, and now investor backing early-stage brands through FirstLook Ventures and SPVs. His journey spans dropping out of law school to launch his first startup, working in corporate retail at Abercrombie and Victoria's Secret, investing at XRC Ventures, and eventually building FirstLook—a monthly curation box that connects emerging brands with 300+ angel investors, VCs, and family offices.Throughout the conversation, Brian shares what separates founders who successfully raise from those who struggle, breaking down the core elements every pitch deck needs (particularly the "why now" thesis), why demonstrating passion alongside credentials matters for long-term conviction, and how capital efficiency thinking (18 months of runway, not too much capital) sets brands up for sustainable growth trajectories.Brian discusses why social capital in VC is more valuable than deal volume, explains the psychology of winning over investors beyond just metrics, and shares a compelling case study with Half Day Iced Tea's fiber trend positioning. He addresses common founder questions around retail requirements for fundraising (spoiler: you don't need it), how many rounds to anticipate in a CPG brand's lifecycle, and tactical advice on breaking into venture capital without traditional investment banking experience.If you're preparing for your first institutional raise, refining your fundraising strategy, or wondering what investors actually evaluate beyond the numbers, this episode offers grounded, actionable insights from someone who's been on both sides of the table.Listen in as they discuss:Brian's journey: law school dropout to founder to XRC Ventures to FirstLookFirstLook Ventures mandate: Series A/B focus with $500K average checksFirstLook boxes: connecting emerging brands with 300+ investors monthlyWhy consumer investing is more exciting than tech right nowCurrent fundraising landscape: why now is a solid time to raiseCommon fundraising mistakes: unrealistic projections and wishy-washy raise amountsWhat makes a great pitch deck: nailing the "why now" thesisCase study: Half Day Iced Tea and betting on the fiber trendSocial capital in VC: why quality beats quantity in deal sharingFundraising fundamentals: setting terms, timeline expectations, and raise amountsCapital planning: the 18-month runway rule and avoiding over-raisingHow many fundraising rounds CPG brands should anticipateDo you need retail to fundraise? (Short answer: no)Breaking into VC without investment banking experienceEpisode Links:Brian Folmer — Founder, FirstLook VenturesLinkedIn:https://www.linkedin.com/in/brianfolmer/Company LinkedIn: https://www.linkedin.com/company/firstlookvc/ 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.comShow 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 (30K+ 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, 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 TogetherFrom Earl Grey Syrup to Tea-Infused JamThe Difference Between Jam and Jelly (and Why It Matters)Handcrafting 20,000 Jars While Working Full-Time JobsBuilding Collaborations with Harney & Sons and Local CafesRetail vs DTC Strategy and Farmers Market SuccessWhat "Small Business" Really MeansThe Versatility of Tea Jams: Mocktails, Marinades & MoreEpisode Links: https://www.tea-jams.com/ 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 (30K+ 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 special New Year's episode of the Startup CPG Podcast, host Daniel Scharff invites three founders from the Startup CPG community to share their 2026 brand resolutions—offering practical wisdom on focus, authenticity, and strategic growth for emerging CPG brands.Rebecca Styn, founder of Blind Tiger Spirit Free Cocktails, discusses her resolution to eliminate noise by being more intentional about opportunities. After initially going wide geographically and saying yes to numerous opportunities—from celebrity gifting to event activations—Rebecca shares why she's now focusing deep in her regional markets and being strategic about what aligns with her business goals. She emphasizes the hidden costs of "free" opportunities in beverage, where shipping often exceeds product cost and consumer purchase behavior doesn't support random sampling.Dava Guthmiller, founder of A Dash of (a taste education platform and curated shop specializing in salt, butter, and chocolate), shares her resolution to step into the spotlight. Despite her passion for interviewing makers and sharing their stories, Dava struggles to apply the same approach to her own brand on social media. She discusses the importance of authenticity, why sharing her personal passion matters for building trust, and how she's working to showcase herself and her story online, not just the products she curates.Andrew Schundler, co-founder of CH Matcha (a canned ceremonial-grade matcha latte), discusses his resolution to double down on what works in retail. Launching in July 2025, Andrew and his wife Chloe quickly learned that most consumers don't buy heavy beverage online. By focusing on in-person tastings and strategic retail placement—particularly sandwich shops—they've found their formula. Andrew emphasizes going deep rather than wide, learning from data, and knowing when to say "not yet" to opportunities that could stretch the business too thin.Listen in as they discuss:Rebecca: eliminating noise, being intentional with opportunities, saying no strategicallyThe hidden costs of "free" opportunities: celebrity gifting, events, product donationsWhy beverage brands struggle with online sales and shipping economicsDava: stepping into the spotlight and sharing her personal story on social mediaThe importance of authenticity and putting a face behind your brandSalt education: terroir, texture, and why single ingredients deserve storytellingAndrew: doubling down on retail execution and in-person demosLearning from early data and finding your best-performing channelsThe lily-pad growth strategy: leveraging each success to unlock the next opportunityGoing deep versus wide: strategic growth and knowing when to say "not yet"Episode Links:Blind Tiger Spirit Free Cocktails:Website: https://blindtigerspiritfree.com/Instagram: https://www.instagram.com/blindtigercocktailsA Dash Of:Website: https://adashof.co/Instagram: https://www.instagram.com/adashof/CHUH Matcha:Website: https://www.chuhmatcha.com/Instagram: https://www.instagram.com/chuhmatcha/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 (30K+ 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 conversation, Trevor Rechnitz, Principal at Ventera Ventures, shares his insights on fundraising in consumer health investing. With nearly a decade of experience, he highlights the importance of knowing your numbers and articulating a strong problem-solution fit. Trevor outlines common pitfalls founders face, like defensiveness and neglecting to vet investors. He also breaks down key metrics, stressing the significance of high gross margins and LTV to CAC ratios. His advice on structuring investor updates provides a roadmap for success in the competitive investment landscape.

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Taylor Espinoza, founder of Unicorn Bites, a fast-emerging better-for-you snack brand known for its 100% date-sweetened, allergen-free mini cookies.Taylor shares her remarkable journey from practicing law to building a brand that’s redefining indulgence with clean, functional ingredients designed to be school-safe and family-friendly.Throughout the conversation, Taylor discusses how Unicorn Bites evolved from a farmer’s market concept into a shelf-ready product beloved by parents and kids alike. She reveals the product development process—refining hundreds of recipes, responding to direct consumer feedback, and navigating challenges such as ensuring product consistency and durability during warm-weather shipping.You will also gain insight into Taylor’s retail and growth strategy, her focus on local market expansion in New Jersey and New York, and her long-term vision of landing partnerships with leading natural retailers like Whole Foods and Erewhon. The episode closes with an engaging discussion on the evolving value of certifications, ingredient transparency, and how modern consumers are reshaping the standards of trust and authenticity in the food industry.Listen now to learn how Taylor Espinoza turned a weekend baking passion into a purpose-driven snack brand.Listen in as they share about:Founder Story & Brand OriginsProduct Development & InnovationBranding & NamingRetail & Growth StrategyManaging Costs and Financial PlanningCertifications, Transparency & Consumer TrustCommunity & Customer ConnectionEpisode Links:Website: https://tryunicornbites.com/ Instagram: @tryunicornbites 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 (30K+ 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 solo episode of the Startup CPG Podcast, founder and CEO Daniel Scharff shares the tools he actually uses every day to save time and run his business more efficiently in 2026. None of these are sponsors or partners—just genuine recommendations from tools that have made a real difference in productivity.Daniel breaks down his toolkit into four key buckets: Core Operating System (Superhuman for email management with snippets and reminders, Notion for project management, and Surfe for LinkedIn outreach automation), Back Office Solutions (Calendly for scheduling and Bill.com for invoicing), Content Creation Tools (Riverside.fm for high-quality recordings and ChatGPT for brainstorming and analytics), and Team & Talent Resources (Upwork for finding specialized contractors, LinkedIn Jobs for hiring, and offshore contractors for cost-effective team building).Whether you're looking to master inbox zero, automate repetitive tasks, create better content faster, or build a lean team on a tight budget, this episode offers practical, tested solutions that Daniel uses at Startup CPG every single day.Listen in as Daniel shares:Superhuman: email snippets, automatic reminders, and inbox zero strategyNotion: project management dashboards and team alignmentSurfe: automating LinkedIn outreach with personalized message templatesCalendly: group calendars and eliminating scheduling back-and-forthBill.com: invoicing with automatic credit card fee pass-throughRiverside.fm: high-quality content recording with AI-generated clipsChatGPT: brainstorming, interview guides, and tighter wordingUpwork: finding specialized contractors for one-off tasksLinkedIn Jobs: promoting job posts to find quality candidates fastOffshore contractors: building cost-effective teams in Brazil, Philippines, ArgentinaNone of these are sponsors or partners of Startup CPG, these are actual tools that we use to save time.To join our slack community, visit startupcpg.comDon'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 (30K+ 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