Today is our fifth episode in the "First Hire" series where we’ve so far covered making first hires in marketing, finance, operations, and retail sales. Now we get to cover foodservice sales! Here to help us learn more about first hires in foodservice sales is Jenna Cameron. Jenna is currently the sales lead at SIMULATE and has years of experience in foodservice sales for growing brands.Listen in as Jenna answers:When to hire help in foodservice sales and how full-time employees, consultants, and brokers can all fit into the pictureHow foodservice sales differs from retail salesKey attributes of a successful foodservice sales employeeWhy it’s important to focus within the food service channelHow to set up a first hire in food service sales for successGreat shows and resources for your foodservice sales hireAnd more!And, stay tuned at the end for a bonus segment - today featuring Startup CPG Shelfie Award winner, For Good Granola - Jenna and I will share our reviews mid-episode and then at the end of the episode (51:00), you can catch a mini-interview with For Good Granola’s founder, Kiley, to learn more!Episode Links:Jenna’s LinkedInSIMULATE websiteConsultants/Brokers: Elohi Strategic Advisors (general foodservice strategy), Green Nature Marketing (strategic nationwide coverage), Advanced Natural Group (micromarket/c-store/corporate cafeterias)Trade Shows: Dot Foods (if stocked), NACUFS (C&U)For Good Granola Links: For Good Granola website & IG @forgoodfoodsKiley’s LinkedInShow Links:Join the Startup CPG Slack community (10K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

We’re coming at you this week from the archives. Many of you found this pod just this year, so I’m sharing one of our greatest hits from last year, 2021, in case you missed it. It’s one of my personal favorites, and I hope you enjoy! Kirk Visola is an active member of our Startup CPG community with a heart for sharing his design expertise and helping people navigate the complex world of packaging and branding. He has a no-nonsense approach to life and client work. With over 20 years of design expertise working with some of the largest brands in the world, he now operates his own agency, Mind the Font, making his caliber of work available to brands of all sizes. Listen in as Kirk shares about why he started his own agency, tips for approaching a packaging project, and how to build a great relationship with a designer for long term success. Episode Links: Mind the Font website & IG @mindthefontKirk's LinkedIn & IG @kirkvisolaThe packaging Clubhouse sessions Kirk mentions eventually became a great podcast: Kirk & Kurtts - be sure to listen in! Kirk mentions Brandon Hernandez as a resource for operations, co-packing, and more at Whole Brain ConsultingKirk mentions Unsplash as a free photo resourceGet a blast from the past and look up Iomega Zip DrivesShow Links:Join the Startup CPG Slack community (10K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

Let’s talk demos! In-store demonstrations are an important tool in a CPG company toolbox, so we brought our favorite team of demo experts to help us navigate this topic: Bridget Aragon & David Heiser - Co-founders of Grassroots Demos. Grassroots Demos help brands boost sales and reach more customers by sampling their items in-stores. Shoppers get to taste items in a safe environment and give feedback, and brands get super valuable insights and support sell-through. Listen in as David and Bridget share about:- The critical components to a successful demo- How to hire and train the right brand ambassadors- Tips for navigating demo logistics like sample sourcing and supply chain- What demo performance data to track- The pros and cons of managing your own brand ambassador team versus using a vendor- How to hire a demo company vendor- Best practices for retailer communication about demos- How to incentivize brand ambassador performance- How merchandising fits into the picture- And more!And stay tuned at the end of the episode (56:12) for a mini interview with Delisa from Startup CPG Shelfie Award winner Funky Mello - my new favorite marshmallow creme with a wonderful story. Episode Links:Grassroots Demos website & IG @grassrootsdemos & LinkedInBridget’s LinkedInDavid’s LinkedInCo-Branded Demo Opportunity mentioned - information here & form here.Funky Mello Links: Funky Mello website & IG @funky_melloDelisa’s LinkedInShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

I once received a check from a distributor for $500, but it listed a ton of invoices. I dug in and that check was for $40,000 worth of product - it was a combination of unauthorized free fills that led to a broker conversation and double charges for a big distributor promotion plan that was expensive before doubling it. But the amount of time it took to track down all the info, dispute, follow up, and receive a check back was astronomical, and that was just one of the many instances to investigate. So how can you protect your margins from invalid deductions and understand what’s going on in your business even with valid deductions? It’s not easy, so today we have Bill Poore, a Senior Client Success Manager at Inmar Intelligence with over a decade in deductions experience. Inmar has a DeductionsLink software platform that helps reduce invalid deductions and simplify workflows - reducing deductions administrative work by up to 80%.Listen in as Bill covers:Types of deductionsCommon deduction pain pointsHow technology can be leveraged to sort out all the portals, PDFs, and even stacks of paper and understand what’s going on in your businessHow to evaluate when to use a vendor for deduction managementWhat insights to look for from a deductions management process and how to use that information in your businessWhat it looks like to dispute deductions - with and without outside helpHow to prepare your brand for working with a deductions management vendorQuestions to ask a potential vendorExpectations for the deductions management process and when to expect returnsAnd more!Thank you to our partner Inmar for sponsoring this episode.Episode Links:Inmar websiteBill’s LinkedInShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

Content creation. We all know it’s more important than ever. But how do you actually create great content as a brand and measure success? To help us answer these questions, we have David Greenfeld of Dream Pops joining us today. Dream Pops is re-imagining cult classic desserts with plant based ingredients - my current favorite is the frozen cookie dough bites. At the time of recording, Dream Pops has created thousands of TikTok videos with nearly 200,000 followers and over 5 million likes, an Instagram with nearly 100,000 followers, David has 45,000 Linkedin followers on his own page and a podcast with 70 episodes, and he and his team just started getting into YouTube Shorts, by uploading about 500 videos in the last few months.Listen in as David shares about:How he got started at Dream Pops and why the branding and name are so intentionalDavid’s early days of using Instagram, then TikTok, LinkedIn, and other platformsWhy content creation is like building a workout routineHow David grew his LinkedIn presence and the content that he finds resonates the mostThe importance of regularly testing and evaluating different platforms and how David thinks about driving store velocityWhat it was like to start the Stick with Your Dreams podcastWhy Dream Pops entered the Canadian marketHow Dream Pops stays true to their values during tough decisionsAnd more!And stay tuned at the end of the episode (at minute 45:19) for a mini interview with Saphira from Startup CPG Shelfie Award winner Nowhere Bakery. You won’t want to miss her story about getting a text from Gwyneth Paltrow!Episode Links:Dream Pops website, IG @dreampops, TikTok, YouTubeBuy Dream Pops candy on AmazonDavid’s LinkedInDavid’s Stick with Your Dreams PodcastOther great interviews with David: “The Story of a Brand: Dream Pops - The Willy Wonka of Plant-based Desserts” & “Founder to Mentor: David Greenfeld”Vendors mentioned: aisle, Paperwhite Studio, hatch, SWIMSOCIALNowhere Bakery Links: Nowhere Bakery website & IG @nowherebakerySaphira’s LinkedIn & IG @peanut.headShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

You’ve all let me know that fundraising content is some of your favorite, so I thought I would bring my favorite angel investing expert on the show, Marcia Dawood, for a 101 level episode on angel investing. Marcia currently serves as the Chair of the Board of the Angel Capital Association, the professional society for angel investors in the US and globally. She is an investor in several early stage private companies, and in addition to her own investing, she is a Venture Partner with Mindshift Capital and a part of the investment committee for Next Wave Impact Fund. Marcia and I actually met at an Angel Capital Association event back when I worked in that industry and I’m so grateful we’ve been able to stay in touch and that I get to introduce you all to her today. I asked Marcia to help us understand angel investors and their motivations and I think she really delivered.Listen in as Marcia shares about:Definitions of an angel investor and angel groupsThe prerequisites to being an angel investor and how angel investors make returns and impactThe difference between crowdfunding and fundraising from angel investorsTips for deciding whether to seek outside investment from angel investorsInside the angel investor mindset and how to build your outreach and pitches to get the best responseThe function of a board of directors and the role of board membersResources for learning about angel investing and why you need a good startup attorneyHow to find and connect with angel investors and keep them up to date, whether they’ve invested already or notAnd more!And, stay tuned at the end for the first ever bonus segment - today featuring Startup CPG Shelfie Award winner, Uproot Teas (at minute 52:53). Marcia and I will share our reviews of Uproot mid-episode and then at the end of the episode, you can catch a mini-interview with Uproot Tea’s founder, Cindy, to learn more!Episode Links:Marcia’s website & LinkedInAngel Capital Association websiteMarcia’s Podcast: The Angel Next Door PodcastMarcia's TEDx Talk: Do Good While Doing WellResources mentioned by Marcia: Angel Funders ReportAngel Investor vs Venture Capitalist Rap Battle video by Marcia (a must watch!)Video tool: LoomBook: Build Your Board, Build Your Business by Barbara ClarkeNational Venture Capital Association Document LibraryStartEngine PlatformDemystifying Angel Investing:  An Introduction to the World of Startups Webinar LinkNext Wave Impact FundCoralus (formerly SheEO)Uproot Teas:Cindy's LinkedinUproot Teas website & IG @uproot.teasUse code STARTUPCPG for 10% off!Show Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

It’s November and we’re entering the biggest online shopping season of the year in the US. How is your ecommerce site functioning? Or are you thinking about launching a new website? Black Friday is in a few weeks, so hopefully you can take away some actionable tips for the upcoming holiday months or this can help you start thinking through your 2023 website planning. Here to help us navigate the topic of building a high-converting ecommerce site today is Kelly Ferris, Director of Sales for Small Business at BigCommerce. BigCommerce is a leading ecommerce software platform that enables companies of all sizes to sell physical and digital goods online.Listen in as Kelly shares about:The definition of a “high converting” websiteHow to build trust with consumersConsiderations for collecting reviewsBest practices for structuring your websiteKey elements of a great homepage design & product pagesConsiderations for choosing an ecommerce platform and the different types of platformsAdvice to when and how to engage agenciesAnd more!This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:BigCommerce website & IG @bigcommerceKelly’s LinkedInBrands mentioned: Sheets Laundry Club, Gourmet Fuel, Spiceology, Green RoadsServices mentioned: Yotpo, smile.io, stamped.io, Bazaar Voice, ShipBobMondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #67 sharing the CoLab experience of Bunny James BoxesPodcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

Today’s hot topic is fundraising. And what could be better than talking fundraising with our favorite weird sparkling water brand, Aura Bora. Aura Bora just raised a Series A round, led by Siddhi capital, bringing their lifetime funding as a brand to $10 million, and co-founder Paul Voge is here to share the details with us. Paul and his wife Maddie founded Aura Bora in 2019, and they make sparkling water from herbs, fruits, and flowers for earthly tastes and heavenly feelings. They use unique ingredients like basil, cactus, and lavender for a better-tasting experience, all while donating 1% of annual revenue to environmental causes via 1% For The Planet. Aura Bora is one of the fastest-growing beverage brands in the country with their 0 calorie, 0 sugar, non-GMO, plant-based, and craft flavors.Listen in as Paul shares about:Aura Bora’s different funding stages from friends and family, to seed rounds, to the recent Series A with institutional investorsHow he learned about the world of fundraising and his recommendations for getting startedThe logistics behind tackling fundraising from staying organized, to working as a team, to a favorite question to ask someone who says “No”How he says motivated and how they’ve built long term relationships with potential investing partners along the wayThe newly formed Aura Bora board of directors and what that meansHow Aura Bora will use the funds and exciting future growth plansAnd more!This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:Aura Bora website & IG @drinkauraboraPaul’s LinkedInResources mentioned by Paul: Book “Venture Deals” by Brad Feld, Book “High-Hanging Fruit” by Mark Rampolla, Book “Mission in a Bottle” by Seth Goldman & Barry Nalebuff, The Angel Group, SKU Accelerator, Y Combinator Safe documents, Law Firm Giannuzzi Lewendon, Law Firm Foster Garvey, DocSend as a data roomNews coverage of the recent Aura Bora fundraise: Food Business, Food NavigatorOther Startup CPG episodes mentioned: Venture Capital 101, Ask Seth Goldman AnythingOther podcast interviews mentioned: Paul’s interview on In the SauceWatch Aura Bora on Shark Tank Season 12, Episode 11 (clip here)Forbes article "The Seltzer Industry Is Notoriously Tough, But Here’s How Aura Bora Convinced Siddhi Capital Of Its Business Viability"Brand mentioned: Super CoffeeMondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #67 sharing the CoLab experience of Bunny James BoxesPodcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

What could you learn from one of the largest snack companies in the world? Lonny James Ruben from Bunny James Boxes got to learn just that this year as a member of the 2022 CoLab cohort. Bunny James Boxes make gift boxes for people with specialty diets, allergies, and eating styles. And they provide this niche gifting solution for individuals, businesses, and retailers. They were already on a fast path to growth when Lonny decided to apply for Mondelēz International’s CoLab program. With iconic brands like Oreo, Cadbury, belVita, and Wheat Thins, Mondelēz International holds the #1 global position in biscuits (cookies and crackers) and #2 in chocolate. They’ve also acquired a few fast growing brands you probably recognize like Hu, Perfect Bar, and Tate’s Bake Shop in the last few years. Brands selected for their CoLab cohort get access to a 12 week program, a $20,000 grant, 1:1 mentoring, and so much more, which you’ll hear about in this episode. It’s one things for me to tell you about the program, but it’s another to really dig into an alumnus experience, so that’s what we’re going to do today.Listen in to learn:Why Lonny founded Bunny James Boxes and pivoted from vending machinesWhy he applied to the CoLab program and why it exceeded all his expectationsWhat it was like to be in the program and how he leveraged Mondelēz International’s resources to help grow Bunny James BoxesTips for applying to the next cohort of CoLabAnd more!This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:Bunny James Boxes websiteLonny’s LinkedInApply for the 2023 CoLab cohort here (open as of 9/20/22)Mondelēz International websiteSnackFutures websitePodcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode with the Mondelēz International team about CoLabShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

What's it like to build out a new section at the grocery store? We saw Perfect Bar create a refrigerated bar section, so why not a refrigerated, delicious, easy-squeezy sauce section? That's what Haven's Kitchen is bringing to a store near you - fresh sauces that help home cooks feel like a champion in their kitchen. I became a Haven's Kitchen fan through our Startup CPG partner Social Nature and can attest that it's leveled up my home cooking significantly and even inspired me to cook more and feel more confident prepping food at home that isn't bland (thank you Chimichurri sauce). I'm so excited that today we're joined by the delightful Founder & CEO of Haven's Kitchen Alison Cayne, who you may also know from her podcast, In the Sauce.Listen in to hear from Ali: How Haven's Kitchen got started and where they are right now (which includes being in Whole Foods, Sprouts, and Target) Important lessons from their early days of just a few employees (when they now have over 10 employees)What it's been like to launch at Target and the difference between a Target and natural channel store launchHow they used Social Nature to drive trial during the pandemic and why they aren't going back to traditional demosAli's framework for tough decisions as a founderAnd more!This episode was sponsored by Mondelēz International - applications for the 2023 SnackFutures CoLab program are open now! Go to applycolab.comEpisode Links:Haven’s Kitchen website & IG @havenskitchenAli’s LinkedInAli’s podcast In The Sauce1-800-DTC article mentioned: “Under The Hood: Alison from Haven's Kitchen”Brands mentioned: Oat Haus, Sweet Nothings, Aura Bora, Social NatureMondelēz International‘s SnackFutures CoLab program:Apply for the 2023 cohort here (open as of 9/20/22)Podcast episode #54 sharing the CoLab experience of alumni Pan's Mushroom Jerky and GoNanasPodcast episode #59 with CoLab alum Ali Bonar at Oat HausPodcast episode with the Mondelēz International team about CoLabSnackFutures websiteMondelēz International websiteShow Links:Join the Startup CPG Slack community (9K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com