The Startup CPG Podcast

Are you ready to hear from the world’s first and tastiest refrigerated, plant-based marshmallow creme? I have been full stop obsessed with Funky Mello since discovering them through the Shelfie Awards last year after they won and we did a short minisode with co-founder Delisa Harper last year (that I also recommend listening to) where I loved hearing more about their story. Today I’m so excited that we get a full episode with Delisa to dive into the world of Funky Mello. At Expo West, Delisa and Zach shared Funky Mello as a Backpack Brand at the Alley Rally event and were in the top crowd favorites (for good reason), so it was amazing to meet in person. They gave me some mini cremes to take home, which were the perfect size for making fluffernutter sandwiches, and now, I can’t stop making them. If you haven’t made a fluffernutter sandwich, it’s peanut butter (or the butter of your choice) plus marshmallow creme, and I also like to add a little tbh hazelnut spread, which is another past podcast guest. I think you’ll notice that my love of marshmallows really comes through in this episode.Listen in as Delisa shares about:Founding Funky Mello with her husband Zach six months into datingParticipating in accelerator programs and launching in Whole FoodsTheir holiday rollout with Sprouts and what they learnedWhat it’s like to self-manufactureHow they are exploring the foodservice channelBehind the scenes of their new Dippsterz productTheir social media and events strategiesWhat it’s like to work with your spouseAnd more!Episode Links:Funky Mello website, IG @funky_mello, and TikTok @funkymelloDelisa’s LinkedInListen to our minisode with Funky Mello in episode #73 In-Store Demos 101: Building a Successful Demo Program (+ Funky Mello) at 56:12Brands mentioned: tbh, Shameless PetsFood Entrepreneur article where Delisa and Zach mention being the “Willy Wonkas of marshmallows”Brands mentioned: tbh, SKU, Naturally Austin, Shameless Pets, FitJoyStrategy Maven Agency Links:Strategy Maven websiteBook your free account audit hereIFT Links:Exhibit at IFT FIRSTAttend IFT FIRSTIFT websiteSocial Nature Links:Social Nature websiteSocial Nature team email: marketing@socialnature.comLearn from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics

This is the first episode in our new buyers series and today we’re joined by Mitch Orland, VP of Merchandising and Procurement at Earth Fare. Earth Fare is a health and wellness supermarket with 20 locations in 8 states in the Southeast US. Mitch has deep food industry experience including being a restaurant owner and former Executive Chef at Earth Fare, and he now manages a 15 person merchandising team at Earth Fare.Listen in as Mitch shares about:How Earth Fare’s product submission process including category reviewsBest practices for engaging with buyers from email content to timing follow upHow brokers add value for buyersDifferent models of distributing to Earth Fare from self-service to local distributors to UNFIBest practices for promoting with Earth Fare, educating employees, and in-store demosHow and when a brand’s on-shelf performance is evaluated by the Earth Fare teamIndustry trendsAnd more!And stay tuned at the end for a story from Startup CPG founder Daniel Scharff about recently getting into Earth Fare with Machu Picchu - and thanks for Mitch for that great idea - he wanted you all to also hear from a brand that recently worked with Earth Fare, which I found really helpful. Now let’s hear from Mitch!Episode Links:Earth Fare websiteMitch’s LinkedInBrands mentioned: Hickory Nut Gap, Sunburst Trout Farms, JAMBAR, Upcycled Food Association, Force of NatureSocial Nature Links:Social Nature websiteSocial Nature team email: marketing@socialnature.comLearn from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Promomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhyIFT Links:Exhibit at IFT FIRSTAttend IFT FIRSTIFT websiteShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics

Today we have a bonus episode that actually pairs with this week’s earlier episode on packaging and design with Kirk and Andy. Kirk and Andy unboxed ASWM Sauce and gave their reviews, and so now, we get to hear from AWSM sauce co-founder and Lord of Sauces Carl Starkey himself. AWSM Sauce won a Shelfie Award last year and was a backpack brand at Expo East. Carl & I recorded this episode at the end of 2022 and have some great laughs - warning though, there are puns ahead.Listen in as Carl shares about how AWSM Sauce got started, how they are pivoting into foodservice, their experience participating in Techstars, Carl’s legendary 3 day Clubhouse bender, the behind the scenes of developing a powdered sauce, why started a podcast to get into Expo West didn’t work (but you should still listen to the Ketchup & Hustle podcast), what’s up next for AWSM Sauce, and more.Episode Links:AWSM Sauce website & Amazon storeCarl’s LinkedInPairs with episode #89 Packaging Design & Printing 101 - AWSM Sauce review at minute 44:29Ketchup & Hustle PodcastShow Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics

Today we’re joined by two of my favorite Startup CPG community experts: Kirk Visola and Andy Kurtts. The world of printed packaging is complex to navigate, and I wondered what was top of mind for Kirk and Andy as they help brands daily with designing and executing branding and packaging at Kirk’s agency Mind the Font and Andy’s agency Buttermilk Creative. Our goal was some 101 level content around designing and printing packaging for your brand.Listen in as Andy and Kirk share about:Common misconceptions when working on print projects and how the color you see on a screen translates to printed colorThe importance of being a good partner to your packaging vendors and considerations for choosing a printerTips for navigating a re-brandIdeas for saving money while still creating custom packagingHow to transition from packaging primarily for DTC to a successful package for retail shelvesA review of Shelfie winner AWSM’s sauce’s unboxing experience (44:29) and how to maximize your DTC consumer experience with packagingAnd more!And, stay tuned for a bonus episode this week featuring co-founder Carl from AWSM Sauce - not only a Shelfie winner, but also one of the fan favorites from our Backpack Brands event at Expo East last year.Episode Links:Mind the Font websiteButtermilk Creative websiteKirk’s LinkedIn & wearables VSLAAndy’s LinkedInKirk & Kurtts Podcast (a few of Jessi’s favorite episodes below): #22: You're full of Shippers#31 Jake, Not from State Farm#41: It's AI'ght with Evelio MattosCorrugated resource: Cory Connors, Sustainable Packaging PodcastBrands mentioned: granolust, AWSM Sauce, Mid-Day SquaresIFT Links:Exhibit at IFT FIRSTAttend IFT FIRSTIFT websitePromomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhySocial Nature Links:Social Nature websiteSocial Nature team email: marketing@socialnature.comLearn from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics

Today’s episode is really special - Kara Goldin, the founder of Hint, agreed to come on the show to talk about leadership! Kara founded Hint in 2005 and the company is best known for being the first unsweetened flavored water with no preservatives on the market. She scaled Hint to over 30,000 retail locations and over 150 employees, including growing Hint 40% during 2020. Kara has been named one of InStyle’s Badass 50, Fast Company’s Most Creative People in Business, Fortune’s Most Powerful Women Entrepreneurs, EY’s Entrepreneur of the Year 2017 Northern California, and in 2021 Hint was named one of Inc.’s Best-Led Companies in America. She’s also been featured on How I Built This (a great interview that I recommend), and her book “Undaunted” has been a WSJ and Amazon best seller. And actually, due to some technical difficulties, my time with Kara was cut a bit short, so I’ve included at the end of the episode a bit of a “book club” where I share some of my favorite pieces from Kara’s book, which I highly recommend.Listen in as Kara shares about:Leading during tough times and her mindsetStories from leading during the pandemic and how Hint grew 40% during 2020How Hint expanded business with Costco, Sam’s Club, Walmart, and Aldi during the pandemicThe early days of growing Hint and leveling up as a leader and how lack of industry experience can be an advantageCommunicating effectively and with transparency, especially during uncertainty, and how follow up is criticalManaging Employee growth and development as a leaderAnd more!Promomash/Crisp Links:Try Promomash + Crisp free for 30 days hereWebinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo AnalyticsWebinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and WhySocial Nature Links:Social Nature websiteSocial Nature team email: marketing@socialnature.comLearn from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics

At the time of recording, the numbers for the latest food at home index had increased 10.2% over the past 12 months. So what does that mean? How can we plan and adjust for inflationary times as emerging CPG brands? Luckily we have access to awesome natural shopper data experts, and today we get to chat with Jessica Malach, VP of Marketing & Insights, at Social Nature, an all-in-one shopper marketing platform for natural CPG brands to successfully launch products at retail. With over one million users in their community, they have great data on how natural shoppers are currently responding to inflationary times. Listen in to hear Jessica share about:What changes consumers are making to their shopping habits in the current economic environment (including behaviors changes related to channels, categories, health goals, & spending)Differences across generations, including Gen Z, Millennials, Gen X, and BabyboomersWinning strategies for getting & keeping new consumers in today’s macro-economic conditionsTop tips on successful product launches in today’s retail environmentIdeas for engaging your current consumer base to grow LTV and influenceAnd more!Social Nature is a proud sponsor of Startup CPG.Episode Links:Social Nature websiteJessica’s LinkedInBrands mentioned: Haven’s Kitchen, Sweet Nothings, Vega, Honest TeaSocial Nature team email: marketing@socialnature.comLearn from & get to know the Social Nature team: Episode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics

Today we have a special episode for you to celebrate the launch of the pet channel in the Startup CPG Slack! The number of pet brands in our community is growing and we wanted to create a space dedicated for pet brands to discuss unique challenges and regulations. We thought who better to join us than one of our early Slack members, Shameless Pets, who I’ve personally been following for quite a few years. James Bello is the co-founder and CEO of Shameless Pets and is a former Target Buyer with lots of wisdom to share that’s relevant to all CPG brands. Shameless Pets makes healthy dog and cat treats and foods that utilized upcycled ingredients in an effort to fight food waste. As of our recording date, they’ve saved about 1.2 million pounds of food from going into landfills.Listen in as James shares about:His journey from Target buyer to brand ownerGetting started in upcycled ingredients before the Upcycled Food Association even existedHow pet food regulations differ from human food and the process of setting up their supply chain and manufacturingLaunching in Whole Foods, Central Market, and Target, and how they used seasonal endcaps to manage establishing relationships with big retailersNavigating when to start taking a pay check as foundersMarketing levers they rely on including in-store promotions and campaigns with Social NatureThe debate on who the original Shameless Pet isAnd more!To get the invite to our new pet Slack channel, go to startupcpg.com, sign up for our emails at the bottom of the page, and then grab the Slack link at the top of any email from Startup CPG. Once inside, head to “All Channels” or “Channel Browser” to find the pet channel. That sounds like a lot of steps, but it takes less than 5 minutes and is free! See you there!This episode was sponsored by Social Nature. Go to business.socialnature.comEpisode Links:Shameless Pets websiteJame’s LinkedIn & email james@shamelesspets.comBrands mentioned: Upcycled Food Association, Social NatureSocial Nature Links:Social Nature websiteSocial Nature team email: marketing@socialnature.comLearn from & get to know the Social Nature team: Episode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisode that mentions a Social Nature campaign: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Show Links:Join the Startup CPG Slack community (12K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

Today is our seventh episode in the "First Hire" series where we’ve so far covered making first hires in marketing, finance, operations, and retail & foodservice sales, and we’ve talked with one of our community brands, Sweet Nothings, about making their first few hires. Culture comes up some in those conversations, but I wanted to dedicate an entire episode to culture. We’re joined today by expert Jennifer Yepez-Blundell, owner of Merida Consulting, and our former Startup CPG Podcast host, to guide us in this conversation, and I’m so excited to share Jennifer’s wisdom with you and have her on the other side of the mic. When I was the first marketing and operations hire at a CPG startup brand, I had big dreams about building a culture different than those I had experienced in the corporate world. Over the next 2 years and growing to 30 employees, I wish I could have had someone like Jennifer guide that startup from the beginning. Within our community of emerging brands are tomorrow’s next household brand names. Can you imagine if the Frito Lay’s and Coca-Cola’s of the world had these conversations from day one? There’s an incredible opportunity to make change through building not only a mission-driven product, but also through the mission-driven team of humans behind those products.Listen in as Jennifer shares about:How to define culture and key termsWhy culture is important and how the conversations around workplace culture have shiftedBiggest mistakes founders makeThe process of developing values and how an outside expert can helpHow culture expands beyond your team members to your customers and external partnersAnd more!And stay tuned at the end for a special mini interview with Startup CPG Shelfie Award winner, Tiny Sprouts (at 34:30). After recording this interview at the end of last year, I got to meet Tina and Kim in person at Expo West and try the product, which was amazing. And they had their Shelfie Award proudly displayed at their booth.Episode Links:Merida Consulting websiteJennifer’s LinkedInTiny Sprouts Links Tiny Sprouts websiteKim’s LinkedInTina’s LinkedInShow Links:Join the Startup CPG Slack community (11K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

We’ve heard on the show before how big of an undertaking fundraising is from both founders and investors, but we haven’t had a chance yet to really dig into the legal side. When Paul from Aura Bora was on the show last year, he shouted out Giannuzzi Lewendon for helping their team during fundraising (episode #68 if you haven’t checked it out yet), so we reached out to Partner Ryan Lewendon, to see if he’d be willing to sit down with us and talk all things fundraising, mergers & acquisitions, and legal help unique to CPG companies.Listen in today as Ryan shares about:Where attorneys can help in the fundraising processTips for navigating SAFE notes and common pitfallsTips for navigating priced roundsWhat to understand about exits before you start raising moneyAlternatives to exiting via sale of your companyThe current fundraising and M&A (mergers & acquisitions) climate and tips for navigatingAnd more!If you are new to the fundraising topic, I recommend episode #60 Venture Capital & Private Equity 101 and/or #70 Angel Investing 101 to help define key terms that will be used.And stay tuned at the end for a special mini interview with Startup CPG Shelfie Award winner, Balkan Bites (41:16). I can’t say enough about how much I love their incredible pastries and you won’t want to miss the founding story with Ariana.Episode Links:Giannuzzi Lewendon websiteRyan’s LinkedInBrands mentioned: Propeller, VMG, Aura Bora, Mid-Day Squares, Vitamin Water, Siggi’sOther fundraising episodes: #60 Venture Capital & Private Equity 101#68 How to Raise $10 Million: Fundraising Aura Bora Style#70 Angel Investing 101Balkan Bites Links: Balkan Bites websiteAriana’s LinkedInShow Links:Join the Startup CPG Slack community (11K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com

Trade spend and promotions. You want your product to have a shiny sale tag at the store and help people discover it, but how do we get there? It’s a topic that can get expensive and messy really quick, so I wanted to bring back one of our favorite podcast guests and community sales experts, Jake Huber, for a 101 level episode. Jake is the US Sales Director of St Pierre, Americas #1 brioche brand, and has previously been on the show to talk through brokers and first sales hires. Today we dig into how to set yourself up for success when creating promotional calendars, calculating trade spend, and tracking results - all with the goal of driving velocity.Listen in as Jake shares about:How trade spend and promotions are defined, including common types like off-invoice, MCB or manufacturer charge backs, and scan-backsWhen trade spend and promotions are planned and how to make sure the promotions you plan actually happen in the storeTips for navigating free fills and BOGOs and how emerging brands fit in a system built for big CPGHow to navigate distributor promo calendars versus retailer promo calendarsWays to keep track of promotions you’ve authorized and evaluate resultsTips for utilizing shippers, getting display opportunities, and building rapport at the store-levelAnd more!And, stay tuned at the end for a bonus segment - today featuring Startup CPG Shelfie Award winner, Niramaya - Jake and I will share our reviews mid-episode and then at the end of the episode, you can catch a mini-interview with Niramaya’s founder, Mehek Khera, to learn more (at 53:16)!Episode Links:Jake's LinkedInSt Pierre Groupe's websiteLink to trade spend planning resourcesLink to another episode with Jake: First Hire Series: SalesNiramaya’s Links Niramaya website & IG @niramayafoodsMehek’s LinkedInShow Links:Join the Startup CPG Slack community (11K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at jessi@startupcpg.com