The Startup CPG Podcast

In this Investor Spotlight, host Hannah Dittman sits down with Moira O’Connell, Vice President at Astō Consumer Partners, to unpack what late-stage consumer investors look for in a brand, how founders can tell whether an investor is the right fit, and what early-stage brands can learn from companies that have already scaled.Moira started her career in investment banking at Bank of America’s financial sponsors group before moving to the growth fund at L Catterton, where she worked across food, beverage, beauty, fitness, and consumer tech. She joined Astō during its first fundraise, drawn to the operator mindset of its founding partners, whose operating careers include Sweet Leaf Tea, Deep Eddy Vodka, and SkinnyPop. Astō is wholly focused on CPG and typically backs profitable brands above $40 million in sales through minority investments of $25 million to $75 million.Hannah and Moira dig into what “late-stage growth” means, the profile of a sweet spot company, and case studies including Clean Skin Club, Bloom Nutrition, and Starface. They also cover primary versus secondary capital, what it takes to grow from $1 million to $25 million and beyond, why alignment on valuation and growth levers saves everyone time, and how to find an investor who truly plays in your lane.Listen in as they discuss:How Astō’s late-stage approach sits between growth equity and private equity, with minority stakes and $25M to $75M checksHow the operating backgrounds of Astō’s partners shape the way they support foundersWhy brands with proven product-market fit still need a partner to manage execution riskWhat Clean Skin Club and Bloom Nutrition show about customer loyalty and growth levers like retail and new categoriesWhy Astō’s board members work alongside management on hiring, budgets, and channel strategyPrimary versus secondary capital, and why letting founders take some chips off the table can help them focusWhat it takes to get from $1 million to $25 million: nail the product, nail the messaging, and make a pivotal early hireWhy quality of revenue matters more than growth for its own sake, using Costco as an exampleWhy aligning on valuation and growth levers early saves founders and investors timeHow to find the right investor: study portfolios and check sizes, reach out on LinkedIn, and use resources like fractional CFO firmsWant to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.Episode Links:Moira O’Connell LinkedIn: www.linkedin.com/in/moira-o-connellAstō Consumer Partners LinkedIn: www.linkedin.com/company/ast%C5%8D-consumer-partnersAstō Consumer Partners Website: www.Astoconsumer.com  Contact Moira directly: [email protected] 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 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 (40K+ members and growing!)Follow @startupcpgVisit host Hannah’s LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Kai Lim and David Yu, co-founders of Reprise Health, a modern gummy brand making Eastern herbal wellness accessible and approachable, to talk about how they built a brand that now spans natural and conventional retail.Kai and David met in business school and bonded over the same childhood memory: grandmothers on two continents feeding them bitter herbal teas and soups. Kai grew up in Singapore, studied accounting and finance, and started his career at Boston Consulting Group. David studied math at UCLA, then spent his 20s abroad, including six years in Johannesburg managing international supply chains for hospitals and schools. After visiting Chinatown herb shops in New York and San Francisco, they noticed curious younger shoppers leaving empty-handed, and Reprise was born.Caitlin, Kai, and David dig into why gummies were the right format, how their formulas were developed with certified herbalists and a fifth-generation Taiwanese herbal medicine company, how every batch is lab tested three times, and what it took to pass Whole Foods’ quality and legal review. They also cover the strategy behind launching into Walmart with travel-size packs, growing from about 200 to over 2,000 doors in 12 months, and the founders agreement and weekly retrospective they use to keep their co-founder relationship strong.Listen in as they discuss:How grandmothers on two continents and a trip to Chinatown herb shops sparked the idea for RepriseWhy Reprise is a story of rediscovery, not family recipes passed downWhy gummies make ancient herbs approachable, with over 70% of customers having never tried ginseng beforeHow formulas were developed with herbalists and a family company in Tainan, Taiwan that has made herbal medicine since 1892How every batch is lab tested three times, with up to 70% of raw herbs rejected before extractionWhat it took to pass a five-month quality and legal review at Whole FoodsHow Reprise climbed to top-three rankings in sleep, turmeric, and menopause gummies at Whole Foods CaliforniaWhy a Whole Foods launch proved quality, and why Walmart tests the brand’s mission of accessWhy Reprise chose a 10-gummy travel pack for Walmart to make trial easyThe founders agreement, quarterly reviews, and Friday retrospectives that act as “resentment prevention devices”Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.Episode Links:Kai Lim LinkedIn: www.linkedin.com/in/kai-lim-repriseDavid Yu LinkedIn: www.linkedin.com/in/davidsyuReprise Health LinkedIn: www.linkedin.com/company/reprise-healthReprise Health Website: www.reprisehealth.comReprise Health Instagram: @reprisehealthDon’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 (40K+ members and growing!)Follow @startupcpgVisit host Caitlin’s LinkedIn: https://www.linkedin.com/in/caitlinbricker/Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics

Megan Castellon, co-founder of Syren Spreads, makes botanical chocolate hazelnut spread. Andrew Kuzera founded Ono, a protein-powered soda. Food scientist Andrew Firestone helps emerging brands formulate better products. They unpack a lively founders-and-formulators matchmaking event, revealing packaging risks, hidden flavor flaws, supplier surprises, and how to choose the right technical partner. Expect candid feedback, practical preparation tips, and plenty of product-development lessons.

Zoë Sakoutis, co-founder and CEO of Bittman’s, bootstrapped Blueprint from a $5,000 family loan before selling it to Hain Celestial. She shares the realities of acquisition diligence, scaling raw juice with high-pressure processing, and choosing between full and minority deals. Now fundraising again, she discusses building lean teams, backing bold ideas, and creating nourishing food brands.

Darin Alpert, entrepreneur and founder of Gheelish, previously co-created a gluten-free app used by 3 million people and sold enterprise software for 15 years. He shares how a pregnancy-inspired kitchen recipe became ghee popcorn on Sprouts shelves nationwide. Hear about cold-email tactics, distribution-first growth, air-popped macros, ghee versus tallow, and Gheelish’s upcoming protein cookie.

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with David Heiser, Co-Founder of Grassroots Marketing, to walk through a new, free report analyzing 34,000 in-store demos at Whole Foods, Sprouts, Central Market, and Erewhon, and what it means for where, when, and how brands should spend their demo dollars.Grassroots runs demos and in-store sampling events across the country at major natural retailers and independents alike. Daniel first met David’s team while launching his own beverage brand at Erewhon, where Grassroots is the retailer’s official demo partner, and the two teamed up to turn years of Grassroots’ data into a first-of-its-kind resource. The analysis covers demos from 2021 onward, more than 500 brands, over 1,000 stores, and 19 states.Daniel and David break down the best days and times to demo, the strongest regions and states, and the top-performing individual stores at each chain, including a few surprises. They also share practical advice on demo kits, paper coupons, five-second pitches, handling skeptical shoppers, and why winning over store employees can change a brand’s trajectory at a store.Listen in as they discuss:Why Saturday leads the pack for demos, and why Monday midday was one of the biggest surprises in the dataWhy every top time slot falls between Friday and Monday, and when midweek demos still make senseWhich regions perform best for in-person sampling, and why dense metros winWhere to focus Sprouts demos, from Arizona and the Southwest to a standout San Diego-area clusterWhy Arizona and Florida stand out for Whole Foods, and why Orlando tops the store rankingsHow Erewhon’s top stores, led by Calabasas, differ from the iconic locations most brands expectWhy Central Market’s Austin stores are among the best places in the country to sampleHow dollars sold per demo compare across chains, and why Erewhon trades revenue for engagementWhy paper coupons, table runners, and simple demo kits convert better than most brands expectHow to craft a five-second pitch, handle skeptical shoppers, and turn store employees into advocatesGrassroots x Startup CPG full demo report will be released soon - sing up to our newsletter to get the full report when it is released (sorry for the delay! Finishing touches!)Book a call with Grassroots Marketing (special Startup CPG community rate): https://bit.ly/3FOybIPWant to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.Episode Links:Book a call with Grassroots Marketing (special Startup CPG community rate): https://bit.ly/3FOybIPDon’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 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 (40K+ members and growing!)Follow @startupcpgVisit host Daniel’s LinkedIn: https://www.linkedin.com/in/danscharff/Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this episode of R&D Radio, host and food scientist Adam Yee sits down with Dr. Selina Wang, chemist and Professor of Cooperative Extension at the University of California, Davis, to talk about a recent study suggesting that many store-bought products made with avocado oil may not contain 100% avocado oil.Dr. Wang is Faculty Director of the UC Davis Olive Center and an internationally recognized expert in edible oil quality, authenticity, and chemistry. Her early studies of supermarket olive oil helped inform California's olive oil standards adopted in 2014, and in 2020 her lab published the first comprehensive evaluation of commercial avocado oil quality and purity in the United States, revealing problems with oxidation and adulteration. Her team has since followed up with a study of private label brands and, most recently, products like chips, mayonnaise, and salad dressings.Adam and Dr. Wang trade notes scientist to scientist, covering how oil chemists tell fresh from stale and pure from adulterated, what "seed oil" really means in academic circles versus marketing, how fatty acid and sterol fingerprints expose substitutions, and what brands using avocado oil can do right now to verify what they are buying.Listen in as they discuss:What an edible oil chemist, or "fat chemist," actually studies when evaluating an oilHow extra virgin and refined olive oil differ, and why oxidation and purity markers matterWhat "seed oil" means to chemists versus how the term is used in consumer marketingWhy avocado oil has become a popular seed oil alternative despite costing roughly three times as muchHow UC Davis' three avocado oil studies expanded from bottled brands to private labels to finished productsHow oil is extracted from chips, mayonnaise, and dressings so it can be testedHow fatty acid and sterol fingerprints reveal substitution with high oleic sunflower or safflower oilWhy testing fatty acids alone can miss a carefully blended oilWhy relying solely on a supplier's certificate of analysis can leave brands exposedDr. Wang's practical advice for brands: test fatty acids and sterols, and treat suspiciously low prices as a red flagWant to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we'll get in touch.Avocado Oil Quality and Authenticity Workshop: Dr. Wang is hosting an in-person workshop at UC Davis on October 23rd covering her research, analytical methods, how to interpret a certificate of analysis, and a hands-on sensory evaluation. Registration link: www.registration.ucdavis.edu/Item/Details/1413 Episode Links:Dr. Selina Wang LinkedIn: www.linkedin.com/in/selinawangphdDr. Selina Wang Instagram: @profselinawangUC Food Quality Lab Website: www.ucfoodquality.ucdavis.eduUniversity of California, Davis LinkedIn: www.linkedin.com/school/uc-davis Contact Dr. Wang directly: [email protected] 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 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 (40K+ members and growing!)Follow @startupcpgVisit host Adam's LinkedInQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Founder Fundraising Journey episode, host Hannah Dittman sits down with Ryan Raish, founder of Fave, a first-to-market certified organic powdered drink mix bringing nostalgic flavors back to the category without artificial colors, flavors, or excess sugar.Ryan has spent nearly two decades in CPG, working his way from grassroots demos at Guayaki to building out the West Coast for Honest Tea, a 10-year run at Popchips, and stints at Super Coffee and Chloe's Fruit Pops. The idea for Fave came to him in a grocery store aisle, watching his five-year-old beg for Kool-Aid loaded with artificial dye and 40+ grams of sugar, and realizing there was no "better-for-you" option in the massive, non-functional powdered drink mix category.Hannah and Ryan dig into the two-year R&D process he self-funded before ever asking for capital, how a chance conversation with Popchips founder Keith Belling turned into his first advisor and investor, how retailer feedback shaped the product before a single dollar was raised, and the real differences between pitching investors and pitching retail buyers.Listen in as they discuss:Ryan's 20-year path through CPG, from grassroots demos at Guayaki to a decade at PopchipsThe grocery store moment with his kids that sparked the idea for FaveWhy he spent nearly two years self-funding R&D before ever asking for outside capitalHow Popchips founder Keith Belling turned into his first investor and advisorHow early retailer feedback from Target shaped Fave's formulation before fundraising even beganThe pre-seed round born from a happy hour conversation at Expo West with Angel GroupHow retailer validation (Thrive Market, QVC, Sprouts) built the case for a full seed roundThe key differences between pitching investors and pitching retail buyers, and where they overlapRyan's advice on building investor relationships well before you actually need the capitalEpisode Links:Ryan Raish LinkedIn: www.linkedin.com/in/ryanraishFave LinkedIn: www.linkedin.com/company/108173111Fave Website: favemixes.comFave Instagram: @favemixesContact Ryan directly: [email protected] 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 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 (40K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Jacob Cooper, founder of Bagelverse, who's reinventing the classic pizza bagel with real mini New York bagels and bold flavors like spicy vodka and barbecue chicken.Jacob spent eight years as a CTO in AI and tech before making a complete 180 to chase a childhood nostalgic idea. He launched Bagelverse in April 2026, and in the months since has sold over 80,000 pizza bagels through pop-ups around New York City, won a Shelfie Award, and had one of the most visited booths at Summer Fancy Food.Caitlin and Jacob dig into his unconventional career pivot, the surprisingly complex supply chain behind a "simple" pizza bagel (which requires two separate co-packers), why packaging might be the single most important investment an emerging brand can make, and how he's building genuine, long-term relationships with retailers a year in advance of launch.Listen in as they discuss:Jacob's total pivot from eight years as a CTO in AI and tech to founding BagelverseWhy he built the brand entirely through in-person pop-ups and farmer's markets before ever touching CPGThe surprising complexity behind a "simple" pizza bagel, and why it requires two separate co-packersWhy he intentionally delayed finding a co-packer until he knew the brand had real tractionWhat Jacob learned about follow-up and note-taking after having one of the busiest booths at Summer Fancy FoodWhy big retailers plan shelf resets up to a year in advance, and how that timeline actually works in a founder's favorWhy staying in touch with retailers and buyers without always having an ask builds real, lasting relationshipsWhy Jacob believes packaging is the single most important investment an emerging brand can makeHow Bagelverse is being intentional about which retailers to pursue first, rather than chasing every opportunityWhere to find Bagelverse today, from NYC pop-ups to the brand's farmer's market side project, Little BagelWant to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we'll get in touch.Episode Links:Jacob Cooper LinkedIn: www.linkedin.com/in/pizzabagel-guyBagelverse LinkedIn: www.linkedin.com/company/thebagelverse/homeBagelverse Website: www.thebagelverse.comBagelverse Instagram: @pizzabagel.nycDon'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 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 (40K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: https://www.linkedin.com/in/caitlinbricker/Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Amanda Puck, Vice President of Communications and Brand Development for Roundy's, for the "Mariano's 101" episode listeners have been asking for.Amanda has been with Mariano's since 2014, working in the grocery retail business after years in restaurants and a lifelong love of grocery shopping that started as a kid clipping coupons with her grandmother. Today she leads communications, brand strategy, and community engagement for Mariano's and Metro Market, both banners of Kroger with deep Midwest roots dating back 150 years to Roundy's founding.Daniel and Amanda dig into what makes Mariano's feel like a European-style food discovery market, how the team runs its twice-yearly "What's Next at Mariano's" local vendor search, the exact requirements brands need (a GS1 barcode, a distributor, a sampling plan) to get considered, and real examples of local brands, from Ava's Pet Palace to Caruso Provisions, that found success on Mariano's shelves.Listen in as they discuss:What makes Mariano's and Metro Market feel like a European-style food discovery marketMidwest-specific food trends, from cheese and cheese curds to frozen pizza and Chicago classicsHow Mariano's meets customers wherever they are, from quick app pickup orders to in-store discoveryHow Mariano's shows up for the community, including partnerships with local nonprofits and chefsThe twice-yearly "What's Next at Mariano's" and "What's Next at Metro Market" vendor search programThe core requirements every local brand needs before pitching, including a GS1 barcode and a distributorWhy grassroots in-store sampling remains one of the most effective ways to drive real sales conversionReal success stories from local vendors, including Ava's Pet Palace, Laos to Your House, and Caruso ProvisionsThe distributors Mariano's works with most often, including KeHE, Norman, and JFIWhat categories and trends Mariano's is most excited about right now, from protein snacks to pet foodEpisode Links:Amanda Puck LinkedIn: www.linkedin.com/in/amanda-puck-2734745Amanda Puck Instagram: @amandapuckMariano's LinkedIn: www.linkedin.com/company/mariano's/homeMariano's Website: www.marianos.comMariano's Instagram: @marianosmarketLocal vendor inquiries: [email protected]   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 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 (40K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics