The Startup CPG Podcast

In this episode of Startup CPG Podcast, Daniel Scharff is joined by Allison Taylor, Director of Business Development at Pint Size Hawaii, and Ahmed Chehade, Chief Operating Officer at Good Stuff Distributor, Inc. to delve into the intricacies of Direct Store Delivery (DSD) relationships in the retail sector. They explore the nuances between DSDs and broadliners, dissect market dynamics, and offer insights into operational strategies and brand support, while highlighting these two well-regarded DSDs who focus on Hawaii and NorCal, respectively.They uncover the strategies and challenges facing modern retail operations. Pricing considerations, incentive programs, and actionable recommendations for enhancing customer engagement through in-store demos are also discussed.  Whether you're a seasoned entrepreneur or a startup enthusiast, this episode promises valuable insights to propel your business forward.Tune in and learn how to optimize your retail strategy today!Listen in as share about:The Nature of DSD and Its ImportanceBrand Success StoriesThe Difference Between DSD and Broadline DistributorsHow Brands Find the Right DSD PartnerDistribution Channels and Market EntryOperational ProcessesChallenges of Distribution in Hawaii and NorCalImportance of Local TeamsEffectiveness of Demos and IncentivesFinancial ConsiderationsStrategies for SuccessEpisode Links:Good Stuff Distributor, Inc. WebsitePint Size Hawaii WebsiteAllison Taylor’s LinkedInAhmed Chehade’s 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 explores the journey of Matt Jacobs and Kristen Hogan Doyle, co-founders of Pedestrian Project. Join them as they share their inspirational story of founding a wellness brand focused on revolutionizing foot care. From identifying personal needs to collaborating with podiatrists and rigorous product testing, they've developed clean, effective solutions.Discover their strategies for consumer education and forging partnerships, starting with direct-to-consumer sales and expanding into retail. They also explore Pedestrian Project's innovative approach to modernizing foot care, navigating challenges in the wellness sector, and ensuring financial sustainability.Don't miss their insights on leveraging consumer feedback and community engagement to promote proactive foot care. Tune in now!Listen in as they share about:About Pedestrian ProjectProduct Development, Offerings, and BenefitsConsumer Education and OutreachMarket Strategy and Overall MissionFoot Care Market and Consumer Behavior|Product Development and Market ExpansionChallenges and Opportunities in the Wellness MarketFundraising and Financial StrategyBalance and Division of LaborFuture Plans and Community EngagementEpisode Links:Pedestrian Project WebsiteMatt Jacobs LinkedInKristen Hogan Doyle 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

Join Daniel Scharff in this episode of the Startup CPG podcast as he sits down with Namik Soltan, CEO of GNGR Labs and the mastermind behind GNGR Labs' famous ginger shots. They explore Namik Sultan's entrepreneurial journey, from launching amidst COVID-19 to carving a niche with spicy ginger shots launching in the NYC and Northeast markets.They range from overcoming early distribution challenges and managing field sales teams to navigating NYC's competitive beverage market. Learn how Ginger Labs optimized distributor partnerships and retail merchandising to boost brand visibility and sales effectiveness.This episode sponsored by SimplyDepo. SimplyDepo is a super sales and merchandising platform designed to help emerging brands win independent stores. Powered by technology, they help you find potential customers, digitize all ordering and merchandising activities, and get all the store insights you need to scale your business. If you are looking for solid management support to scale, visit https://get.simplydepo.com/startupcpg/Listen in as they share about:GNGR Labs Origin StoryMarket Entry and COVID-19 ImpactProduct DevelopmentChallenges of DistributionField Sales StrategiesHandling CompetitionTeam Dynamics and MotivationEconomic ConsiderationsFuture Growth StrategyEpisode Links:GNGR Labs WebsiteNamik Soltan 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

Join Daniel Scharff in this episode of the Startup CPG Podcast as he dives deep into beverage with Sean Lynch, known as the head of sales during the blast off years at Liquid Death and now President at Halfday. Daniel and Sean have a discussion focused on the growth of sales at Liquid Death especially around the field sales team responsible for so much of its success.Sean also emphasizes the strategic importance of hiring team members aligned with brand values and reflects on his experiences with trade show strategies that drive business growth.This episode is sponsored by SimplyDepo. SimplyDepo is a super sales and merchandising platform designed to help emerging brands win independent stores. Powered by technology, they help you find potential customers, digitize all ordering and merchandising activities, and get all the store insights you need to scale your business. If you are looking for solid management support to scale, visit https://get.simplydepo.com/startupcpg/Listen in as they share about:Halfday Iced Tea's Brand Story and ProductsSean's Experience at Liquid DeathSales Strategy and ExecutionDSD Network BuildingTeam Structure and RolesManagement and VerificationHiring and Team CultureTrade Shows and ExhibitionsAdvice for Early-Stage Brands Tactical Advice for In-Store SuccessEpisode Links:Halfday WebsiteLiquid Death Website Sean Lynch 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

Welcome to another bonus episode of the Startup CPG podcast!Grace Kennedy is joined by Patricia Menegoto and Kiki Huddleston from the Startup CPG team to dive into the exciting highlights of Fancy Foods 2024. They explore the inaugural Startup CPG Pavilion, showcasing standout brands and innovative products. From trends like plant-based seafood to the allure of Korean and Japanese cuisines, they uncover the latest in clean ingredients, natural sugars, and non-alcoholic beverages. They also emphasize the importance of community, collaboration, and effective networking at trade shows, offering invaluable advice for first-time exhibitors.Don't miss this episode to elevate your CPG business—Tune in now!Listen in as they share about:Startup CPG PavilionEvent HighlightsNotable Brands and ProductsTrends and Observations in the CPG IndustryBooth Designs at Trade ShowsInternational RepresentationStandout Products and BrandsAdvice for ExhibitorsEpisode Links:Kiki on LinkedInPatricia on 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 (15K+ 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 special guest Roberta Townes, a Senior Category Merchant at GNC, proud partner of the Startup CPG Community. Roberta shares insights into GNC's global impact and the strategic success stories of its diverse brand portfolio. They delve into the complexities of launching new brands and selecting prime store locations, offering individuals a deep dive into GNC's retail strategies tailored to current market trends.Whether you’re a seasoned entrepreneur or aspiring brand innovator, this episode is a great deep dive into one of the most exciting health and wellness retailers (and one of the top in the world by door count).Tune in now!Listen in to learn about:Roberta's Career Transition and Role at GNCGNC Overview and International OperationsBrand Partnerships and ExclusivityKey Elements of a Successful Pitch to GNCDiscovery and Selection ProcessConsumer Engagement and LoyaltyInterventions for Underperforming BrandsBrand-Merchant RelationshipTrends and Opportunities at GNCImportance of DemosEpisode Links:GNC’s WebsiteRoberta Townes’s 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 (15K+ 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 Sarah Nathan, the visionary founder behind NOOISH, a pioneering brand revolutionizing the instant matzo ball soup market. Sarah brings a wealth of experience from both the consumer packaged goods (CPG) industry and the rich tapestry of Jewish culinary traditions. Together, they explore Sarah's journey from inspiration to product development, navigating challenges in recipe refinement and manufacturing decisions.Sarah shares her insights into creating a shelf-stable, mass-market product that stays true to its cultural roots. She discusses the meticulous process of collaborating with experts to perfect the recipe and her bold decision to self-manufacture, ensuring quality and control every step of the way. Alongside product innovation, Sarah reveals her strategies for funding, including community-driven support from family and friends and a successful Kickstarter-like campaign.As NOOISH prepares for its launch, Sarah outlines upcoming milestones such as finalizing recipes and commencing manufacturing in a new facility.Tune in now!Listen in as they share about:Background and Inspiration for NOOISHPurpose and Mission of NOOISHChallenges and Decision to Start NOOISHProduct Development and InnovationCollaborations and SupportPersonal Connections and Community ImpactResources and FundingCultural RepresentationMarket Strategy and Future VisionEpisode Links:NOOISH WebsiteSarah Nathan’s 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 (15K+ 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 Andrew DiLullo and Victor Vo from AdCrunch to dive into effective strategies for leveraging Meta (Instagram and Facebook) Ads to fuel growth for CPG  brands. They discuss the profitability of Meta Ads, emphasizing the importance average order value (AOV) of $75, and much more. They highlight the success of products with clear problem-solving angles and the necessity of continuous testing and iteration in ad campaigns.Gain insights into creating enticing offers, testing various hooks and video content, and understanding the significance of catalog campaigns and retargeting. Additionally, special service packages tailored for Startup CPG brands are introduced, with Andrew and Victor assigned to create valuable resources like a profitability calculator guide, a catalog campaign setup guide, and a hook sheet template.AdCrunch Digital’s exclusive offer for Startup CPG is a $2500 package with hook iterations, research, and 5 videos per week. Or, for $1500 you get 4 coaching sessions per month along with frameworks and best practices and operating processes.To request the hook template or the special Startup CPG offer, email startupcpg@adcrunchdigital.com Listen in as we share about:Key Metrics and ProfitabilityEffective Advertising StrategiesImportance of OffersContext of Market ChangesSpecific Examples and RecommendationsBrand Messaging vs. Consumer AppealApproach to Content Creation and OptimizationOptimizing Ad Spend and ScalingSetting Up and Managing AudiencesBudget and Growth StrategiesEpisode Links:Ad Crunch’s Website Victor Vo’s LinkedInVictor Vo’s Email: victor@adcrunchdigital.comAndrew DiLullo’s LinkedInAndrew DiLullo’s Email: andrew@adcrunchdigital.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 (15K+ 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 mini-episode of the Startup CPG podcast, Daniel Scharff dives into the world of data-driven decision-making with Max Dichter, CEO of 4th & Heart, and Jamie Nguyen, the Director of Finance and Strategy. 4th & Heart, the largest and fastest-growing ghee company in the US, is on a mission to highlight the benefits of ghee over traditional butter. Follow 4th & Heart's journey, from starting operations in a shared kitchen space to achieving national distribution in over 12,000 stores.In addition, Max and Jamie discuss their strategic use of data to drive growth, enhance product offerings, and outpace the competition. Learn how they leveraged data to re-enter major retailers like Target, expand their product line with innovations like the ghee butter stick, and strategically position their brand in the competitive marketplace. Jamie also provides insights into their processes for gathering, analyzing, and utilizing data to inform forecasts, projections, and key business decisions.If you're just starting out, take advantage of NielsenIQ’s Byzzer™  offer through Startup CPG to get three free reports and kickstart your data journey today!https://byzzer.com/startupcpg/Listen in as they share about:4th & Heart's Product and Company OverviewInsights on GheeProduct InnovationsNIQ  Byzzer™  Data UtilizationStrategic Insights from DataRecommendations for Emerging BrandsPersonal Anecdotes and EngagementEpisode Links:4TH AND HEART WebsiteMax Dichter’s LinkedInJamie Nguyen’s 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 (15K+ 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 Maria Covarrubias, the founder of Cien Chiles. Maria shares her inspiring journey from Guadalajara, Mexico, to becoming a chef in the USA, and the motivation behind creating her authentic, homemade-tasting salsa. They delve into her transition from a culinary career to launching Cien Chiles during the pandemic in August 2020, and how she balanced this venture with her corporate job until she took the leap to focus full-time on her startup in April 2022.Maria opens up about the emotional and logistical challenges she faced, as well as the significant growth and recognition Cien Chiles has achieved, including becoming a finalist at Expo West. She highlights the importance of customer and community engagement through product demos, social media, and strong relationships with retailers. Don’t miss Maria's insightful tips on brand development, visual identity, and deepening market penetration.  Tune in now!Listen in as they share about:Background of Cien ChilesBrand Development and LaunchExpansion and Retail PartnershipExpo West and Trade Show StrategyTechnical Issues and BreaksAdvice on SpendingBuilding Community and Customer EngagementFuture Plans and GrowthEpisode Links:Cien Chiles WebsiteMaria Covarrubias 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 (15K+ 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