The Startup CPG Podcast

In this bonus episode of the Startup CPG Podcast, Grace Kennedy interviews Hannah Perez, the co-founder of SEEQ Supply, a brand known for its clear protein products. Hannah shares the inspiring origin story of Seeq, which she and her co-founder, Ben, launched during the pandemic after Ben's job offer was unexpectedly revoked. They were driven by the idea of creating a refreshing alternative to traditional protein shakes.Hannah delves into the challenges they faced, such as finding a manufacturer, navigating supply chain issues, and keeping customer interest alive during times of product scarcity. She also discusses the brand's early success on TikTok and the importance of authenticity in social media marketing.Additionally, Hannah highlights how Seeq is strategically preparing for retail expansion and raising funds to support this growth. She also talks about the decision to shift towards external partnerships for content creation. Tune in now!Listen in as they share about:Origin Story of SEEQ SupplyDevelopment and LaunchViral Moment and Content CreationManaging Demand and Marketing StrategiesAuthenticity and TransparencyRetail ExpansionFavorite FlavorsGrowth and ChallengesFuture PlansEpisode Links:SEEQ Supply WebsiteHannah Perez LinkedInDon'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 Whole Foods Local & Emerging Brands team Kelly Landrieu (Global Coordinator/Director, Local and Emerging Brands) and Kristin Sherman (Principal Local Forager) as well as George Daines, formerly national beverage category manager at Whole Foods and now Director at Cultivate CPG, a retail sales brokerage that’s a sponsor of ours, to discuss the keys to succeeding as a supplier at Whole Foods. They cover everything from the importance of the Whole Foods supplier portal to mastering the new item submission process. They emphasize building strong relationships, maintaining consistent marketing efforts, and the delicate balance of patience and urgency in retail.Register on the Whole Foods supplier portal, review category, review calendars, and start developing your Whole Foods-specific strategy today!Cultivate CPG: A national broker and partner of Startup CPGs (the ones who sponsored our retail sales tracker!) If you’re interested to chat with them, email startupcpg@cultivatecpg.comWhole Foods Supplier Portal: https://supplier.wholefoodsmarket.com/Retail Sales Tracker Link: https://startupcpg.notion.site/Startup-CPG-Resources-0ecd7c3624c44798ac76e4adf8f13bd8View the slides for this webinar here: https://docs.google.com/presentation/d/1KFLRQyG_RXoap2C8hKNYtg0tKEB7cufw/edit?usp=sharing&ouid=112807267628955730478&rtpof=true&sd=trueGet Whole Foods data with 3 free reports from NielsenIQ / Byzzer: https://nielseniq.com/global/en/landing-page/startupcpg/Listen in as they share about:Costs and Requirements for Doing Business with Whole Foods Supplier PortalCategory Review CalendarProduct DifferentiationNetworkingLinkedIn and Direct ContactProduct PlacementSubmission Timing and ProcessPost-Launch StrategyBalancing Patience and UrgencyPartnering with Experienced Sales TeamsMarketing VehiclesDistribution and MarginsEpisode Links:George DainesLinkedInKelly Landrieu LinkedInKristin Sherman LinkedInDon'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 bonus episode of the Startup CPG podcast, Grace Kennedy sits down with Mackie Swan, CEO of Woo More Play, to delve into the world of premium organic intimacy products for women. Mackie shares the inspiring story behind Woo More Play, highlighting the brand’s dedication to pleasure and natural ingredients while tackling societal taboos and navigating the retail landscape of the sexual wellness industry.Tune in to hear Mackie discuss the complexities of crowdfunding and the startup journey in this niche market, including the significant time and effort required, as well as the unique regulatory challenges. She also offers invaluable advice for aspiring founders in specialized industries, stressing the importance of staying true to one's mission despite obstacles.Listen now and get inspired by Mackie’s journey!Listen in as they share about:Woo More Play's Origin StoryIndustry and Social Media Challenges Retail and GrowthPress and Media CoverageCrowdfunding CampaignChallenges in the Sexual Wellness SpaceAdvice for FoundersFuture Plans for Woo More PlayEpisode Links:Woo More Play WebsiteMackie Swan LinkedInDon'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 Startup CPG Podcast, Daniel Scharff sits down with Emily Curran, Senior Manager of Product at SPS Commerce, to talk about the role of Electronic Data Interchange (EDI) in optimizing supply chain processes. Emily breaks down how EDI automates the exchange of business documents between retailers, distributors, and brands, offering listeners an introductory understanding of its basic concepts and benefits for efficiency and accuracy.They also cover the necessity of EDI for brands aiming to partner with large retailers, including the costs involved, the setup process, and the numerous advantages it offers. Emily highlights how EDI can save time, reduce manual data entry, and enhance order management, making it a valuable tool for growing brands. This episode is a must-listen for small businesses looking to streamline their operations and strengthen their trading partnerships through the adoption of EDI.Tune in now !Listen in as they share about:What is EDIImportance of EDI for GrowthEDI Process OverviewChallenges and Benefits + Cost of EDIWhen to Adopt EDISPS CommerceChoosing an EDI ProviderTips for BrandsAbout SPS CommerceSPS Commerce is the world’s leading retail network, connecting trading partners around the globe to optimize supply chain operations for all retail partners. We support data-driven partnerships with innovative cloud technology, customer-obsessed service and accessible experts so our customers can focus on what they do best. To date, more than 120,000 companies in retail, grocery, distribution, supply, and logistics have chosen SPS as their retail network. SPS has achieved 92 consecutive quarters of revenue growth and is headquartered in Minneapolis.Episode Links:SPS Commerce WebsiteEmily Curran LinkedInDon'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 bonus episode of the Startup CPG podcast, Grace sits down with Alison Cayne, the founder of Haven's Kitchen, to discuss the transformation of her business from a cooking school to a thriving CPG brand. Alison shares the challenges and lessons learned during this journey, touching on topics like sustainable packaging, navigating new food industry categories, and the strategic launch of a line of aiolis. She offers valuable insights into effective, cost-efficient marketing strategies and the importance of staying flexible in a rapidly changing market. They also cover the impact of the pandemic on fresh food products, consumer behavior, and the mental challenges of being a founder.Tune in to learn from Alison's experience and gain practical tips for growing a successful CPG brand. Don't forget to subscribe and leave a review if you enjoyed the episode!Listen in as they share about:Haven's Kitchen's OriginChallenges in ScalingSustainability and PackagingLaunch of AiolisIndustry InsightsProduct Evolution and InnovationChallenges in BusinessMarketing StrategiesSocial Media and Brand PositioningRetail Success and Future OutlookAdvice for FoundersEpisode Links:Haven's Kitchen WebsiteAlison Cayne LinkedInDon'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 sits down with Kantha Shelke, a certified food scientist, and Jon Benninger, VP at Informa, to delve into an overview of SupplySide West—the best known supply chain trade show for the consumer packaged goods (CPG) industry. This event covers a wide array of sectors including food, beverage, dietary supplements, personal care, and animal nutrition.Daniel, Kantha, and Jon discuss how SupplySide West helps brands looking to connect with suppliers, discover new ingredients, explore packaging and co-packing solutions, and learn how to bring products from concept to market. They emphasize the significance of in-person networking, insights from panels on trends, compliance, and innovation, and strategies for making the most of the trade show experience, and talk about the overall importance of creating your supply chain network.From tips on setting clear goals and identifying key contacts to balancing scheduled meetings with spontaneous networking, they offer practical advice for both startups and established companies. They also share success stories, personal experiences, and insights on how to turn unexpected opportunities into valuable industry relationships.Tune in to hear how to maximize your SupplySide West experience and gain actionable advice for building and leveraging industry connections!Use code CPG50 for $50 off your Expo Pass registrationSupplySide West Registration > https://utm.io/registerhereStartup CPG Happy Hour @ SupplySide West Signup: https://www.eventbrite.com/e/startup-cpg-meets-supply-side-west-happy-hour-tickets-1001755707287Listen in as they share about:SupplySide West OverviewHow to Navigate SupplySide WestTypes of ExhibitorsNetworking and CollaborationImportance of In-Person Interaction:Target Audience and AttendeesValue of the EventThe Role of the Event in Business GrowthPractical Advice for AttendingEpisode Links:Informa Markets LinkedInJon Benninger LinkedInKantha Shelke LinkedInDon'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 bonus episode of the Startup CPG podcast, Grace Kennedy is joined by Jen Liao, co-founder of MìLà, a brand renowned for its delicious frozen Chinese soup dumplings. Jen reveals the fascinating journey of transforming MìLà from a local restaurant into a thriving direct-to-consumer brand amidst the COVID-19 pandemic and the challenges of developing recipes for freezing, the complexities of shipping frozen products, and the ongoing process of product refinement.Jen also delves into the strategic moves that have fueled MìLà's growth, including successful fundraising, high-profile collaborations with celebrities like Simu Liu, and expansion into major retailers such as Whole Foods and Costco. She shares invaluable insights on navigating both business and personal obstacles, including managing a significant facility relocation and balancing work with family life.Don’t miss out on this engaging conversation full of entrepreneurial wisdom and behind-the-scenes stories. Tune in now!Listen in as they share about:Background of MieleTransition from Restaurant to DTC Frozen ProductsRecipe DevelopmentChallenges in Frozen Food LogisticsAdvice for Other Frozen BrandsScaling and PlanningCelebrity Endorsement and Fundraising StrategyRetail Expansion and Future PlansEpisode Links:MìLà Website MìLà Instagram @eat.milaJennifer Liao LinkedInDon'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 Startup CPG Podcast, Daniel Scharff is joined by Jason Murrell, the Director of Grocery at JIMBO’S, a leading organic and natural foods retailer in San Diego. Jason shares his inspiring journey through the grocery retail industry and provides an inside look at JIMBO’S commitment to high ingredient standards and sustainability. Discover how JIMBO’S fosters strong ties with local brands and communities while curating quality products.Jason also sheds light on the intricate world of retail relationships and distribution channels, emphasizing the importance of strategic partnerships and navigating certifications. He discusses emerging trends in bulk foods and regenerative organic products, as well as the role of product demos and promotions in driving sales. Learn how the local San Diego community, along with brokers and distributors, contributes to introducing innovative products to JIMBO’S shelves.Tune in now!Listen in as they share about:JIMBO’S Culture, Community Focus and Customer ExperienceSustainability and Regenerative AgricultureLocal Brands and PartnershipsRetail Opportunities and ValidationDistribution PartnershipsVendor and Broker RecommendationsStore SKUs and ManagementBulk FoodsSourcing and Selection ProcessConsumer Education on Regenerative PracticeRegenerative Offerings and Product CategoriesEpisode Links:JIMBO’S WebsiteJIMBO’S Instagram: https://www.instagram.com/jimbosnaturally 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

Patricia Menegoto and Kiki Huddleston from the Startup CPG team provide a fascinating insider look at the 2024 Shelfie Awards. They discuss the judging process, highlighting how they evaluated over 1,500 entries in various categories, from skincare to snacks. Expect insights on innovative pet products, unique beverages, and the evolution of plant-based alternatives. With excitement building for the upcoming awards ceremony, they emphasize the importance of recognizing outstanding brands and encourage future participation in the evolving marketplace.

In this bonus episode of the Startup CPG podcast, Grace Kennedy sits down with Cam Mathias, the visionary founder of Huntaway, an innovative pet food brand. Discover how Huntaway emerged during the COVID-19 lockdown with a mission to deliver nutritious, convenient, and sustainable food for dogs. Cam reveals the story behind Huntaway’s unique use of wild venison as a protein source and shares the journey of developing their innovative products.They explore the challenges and strategies of running a pet food company, from product development and logistics to customer acquisition. They also dive into the complexities of sustainable packaging and the manufacturing process, offering valuable insights into the pet food industry.Don’t miss this deep dive into the world of pet nutrition and sustainability. Tune in now!Listen in as they share about:Huntaway's Origin StoryKey Features and Benefits of Huntaway's ProductsProduct Development and SustainabilityGrowth and Market PresenceUnique Selling PointsCompostable Packaging and SustainabilityProduct and Packaging FeedbackConsumer Perception and Packaging EvolutionDog Food Storage and ConvenienceHuntaway's Online PresenceEpisode Links:Huntaway WebsiteCam Matthias LinkedInDon'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