The Startup CPG Podcast

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

In this episode of the Startup CPG Podcast, Daniel Scharff leads an engaging conversation with Simon Solis-Cohen, the founder of Huxley, launched in March 2024 which has roared on the scene with a lot of early success and accolades. Drawing inspiration from nature and national parks, Huxley's branding resonates with a wide audience, including Gen Z, baby boomers, and 'Diet Coke moms.'Learn about the strategic milestones, from Expo West debut to partnerships with UNFI, Lululemon, and Misfits Market. Follow Huxley's slow growth approach, navigating challenges and celebrating success, including a top-three finish at the Beverage Forum x Startup CPG pitch competition.Tune in for insights into entrepreneurship, innovation, and conscious consumerism, and be inspired to embark on your own startup journey!Listen in as Simon shares about:Launch and Success of HuxleyChallenges and Strategies in Expo WestIngredients and FormulationDesign and Development ProcessImportance of Labels and BrandingTaste and Flavor DevelopmentBrand InspirationSustainability and Social ResponsibilityTarget Audience and Market StrategyIndustry Events and NetworkingLinkedIn Outreach and CRM IntegrationFinancial InvestmentExecution Strategy and Future PlansEpisode Links:Huxley’s WebsiteSimon Solis-Cohen’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 delves deep into the world of clean, plastic-free beauty with Justin Wolff, the founder behind Junk Theory. They discuss Junk Theory's genesis and mission to end the plastic era in beauty. From strategic partnerships to sustainable packaging innovations, they explore every facet of building a brand that prioritizes both product quality and planet-friendly practices.Justin shares the brand's commitment to offering premium-quality products while staying true to its ethos of honesty and authenticity. Through a curated range of essential skincare products, Junk Theory aims to redefine beauty standards and inspire a new generation of conscious consumers.Listen now and join the movement towards cleaner, greener beauty!Listen in as they share about:Justin's Background in Social EnterpriseGenesis of Junk TheoryFocus on PackagingCutting through the Noise of Clean BeautyApproach to Getting into Customers' HandsPartnerships and Utilizing PRRetail StrategyFunding and FundraisingSustainability and Brand MissionChallenges and AdviceEpisode Links:Junk Theory’s WebsiteJustin Wolff’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

Join Daniel Scharff and special guest Darren Viscount, senior natural living category manager at Bristol Farms, in this episode of Startup CPG Podcast as they explore the world of emerging health and wellness brands. Darren shares his passion for natural living products, which are influenced by his personal health journey and his overcoming of cancer. Discover the latest trends in gut health items and learn about successful brand strategies that foster emotional connections.Darren highlights the importance of empathy, kindness, and personal connections in his career. He reveals his meticulous approach to selecting new brands and unveils exciting plans for his upcoming podcast, which will focus on promoting community-building and industry insights through a unique roundtable format.Darren's dedication to connecting with people, prioritizing relationships, and empowering team members within retail environments is evident. Hear about his innovative strategies for team empowerment, inclusivity, and creating excitement around natural living products through themed events.Tune in nowListen in as Darren shares about:Bristol Farms OverviewSupplements and Consumer TrendsConnecting Through VulnerabilityCommunity Building and Personal EngagementProduct and Store FeaturesCategory ManagementTrends and InnovationsRetail Strategy and EventsBrand Submissions and VisibilityFuture InitiativesEpisode Links:Bristol Farm’s WebsiteDarren Viscount’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 Spencer Hoddeson, the CEO of Gay Water. They delve into the inspiration behind creating Gay Water, a mission-driven brand that is aiming to increase representation for the queer community in the alcohol space. With a rich background in media and tech, Spencer shares his journey of developing Gay Water, highlighting the personal experiences and meaningful conversations that shaped the brand.They explore the challenges of entering a competitive market and how Spencer's commitment to vibrant packaging and purpose-driven marketing has struck a chord with millennial and Gen Z consumers. Spencer candidly discusses overcoming founder-related stresses like imposter syndrome through prioritization, stress management techniques, and the power of positive customer feedback.Discover how Gay Water is making waves in the beverage industry through strategic branding and a deep commitment to community representation. Tune in now!!Listen in as they share about:Product Details of Gay WaterBrand Inspiration, Mission, Development and ImpactChallenges and LearningsMarketing StrategiesSales and DistributionGrowth and ExpansionFuture PlansEpisode Links:Gay Water’s WebsiteGay Water’s InstagramDon'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

Join Daniel Scharff in this episode of the Startup CPG podcast as he delves into the intricacies of exhibiting at distributor shows within the food and beverage industry with Samuel Jacobson, Senior Director of Key Accounts and Alternate Channels at HOP WTR. They explore the distinct dynamics of UNFI and KeHE shows, contrasting them with larger shows like Expo West.From buyer prep and negotiation tactics to booth management and cost-saving strategies, Daniel and Samuel offer valuable insights for optimizing trade show participation. Whether you're a vendor seeking to drive business growth or a buyer looking for new products, this episode provides essential tips.Tune in now!Listen in to hear about:Purpose of Distributor ShowsStrategies for Success at Distributor ShowsCost-Saving TipsBuyer BehaviorBooth Management and PresentationInteractions at Trade ShowsUnderstanding Buyer DynamicsTrade Spend GuidelinesDeal Negotiation and Logistics  During Trade ShowsPreparation and Booth SetupNetworking and OpportunitiesDeal Structures and Show StrategiesMarketing Option and Negotiation TacticsFollow-up and Inventory PlanningEpisode Links:HOP WTR’s WebsiteHOP WTR’s  InstagramSamuel Jacobson’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

Join Grace Kennedy in this bonus episode of the Startup CPG Podcast as she speaks with Jia Liao, the founder of Hotpot Queen, to explore her remarkable journey in the CPG industry. Discover how Jia’s brand brings the authentic, bold flavors of Sichuan cuisine to life with high-quality ingredients like wild mushrooms and fermented sauces. Hot Pot Queen’s products are not only bursting with the distinctive taste of málà but are also gluten-free, vegan, and MSG-free, making them a hit among spicy food enthusiasts.Learn about the legacy behind the brand name, inspired by Jia’s family’s rich history in Chinese hot pot restaurants, and how her mother’s innovative spirit has influenced her mission to popularize her regional cuisine worldwide. Jia shares her experiences overcoming challenges in product packaging and manufacturing, emphasizing the crucial role of community support and strategic focus on specific sales channels for success.Ready to spice up your culinary experience? Tune in now!Listen in as they share about:Origin of the Name "Hotpot Queen"Launch at Expo WestRetail Strategy and GrowthChallenges and ResilienceProduct DifferentiationMarketing and Growth StrategiesFunding and Business StructureFuture Plans and ChallengesAdvice for Aspiring FoundersEpisode Links:Hotpot Queen’s WebsiteJia Liao’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 Startup CPG Podcast, join Daniel Scharff and Kenny Hausmann, an 18-year veteran of the grocery industry, to discuss the accessibility of natural foods and the commitment to health and innovation. Kenny shares his career journey, from his early days in stores to becoming a category manager, highlighting his passion for health and alignment with Fresh Thyme's values.They explore recent industry events like Expo West and the first large-scale CPG Shabbat, discussing the importance of human connections amidst industry buzz. Kenny also draws on his diverse experience, including managing Natural/Organic/Specialty Foods at Foodland Hawaii, and provides insights into managing categories like bulk foods and addressing supply chain logistics challenges.Learn about brand partnerships at Fresh Thyme, including innovative marketing campaigns integrated with social media influence and initiatives supporting regenerative agriculture.Tune in now!Listen in as Kenny shares about:Focus on Natural and Organic FoodsTransition to Fresh Thyme MarketWorking at Foodland in HawaiiAdvice for SuppliersPersonal ExperiencesProduct Categories and Selection ProcessTrends in Natural LivingBrand Partnerships and MarketingOpportunities for Brands to partner with Fresh ThymeCategory Reviews and Reset TimelinesEpisode Links:Fresh Thyme WebsiteKenny’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