The Startup CPG Podcast

In this episode of the Startup CPG Podcast, Grace Kennedy chats with Leanne Viola and Jesse Baruch, the co-founders of WHIMS Delights, a better-for-you confectionery brand. They share their inspiring journey of creating low-sugar, gluten-free, and dairy-free treats, born out of their personal health challenges. Leanne and Jesse discuss the obstacles they faced entering the CPG industry with no prior experience, the importance of financial responsibility, and their unique strategies for growth, from local store launches to scaling distribution. They also touch on balancing business and marriage, the power of communication, and the value of attending trade shows like Expo West.Tune in to hear their insights on building a sustainable, health-conscious brand and how they’ve navigated the world of CPG!Listen in as they share about:The Creation of WHIMS DelightsProduct DevelopmentManufacturing and ScalingBusiness Challenges and CostsRetail and Online StrategyRetail ExpansionParticipation in Expo West 2025Work-Life IntegrationProudest MomentsAdvice for Early-Stage FoundersEpisode Links:WHIMS Delights  WebsiteWHIMS Delights InstagramLeanne Viola LinkedInJesse Barruch 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 Grace Kennedy, Startup CPG Podcast Host, and Jess Windell, owner of Maven Consulting and Co-Founder of Dryft Sleep, to explore the launch of Startup CPG Newswire. This innovative, free service is designed to help emerging CPG brands distribute their news and secure media coverage, providing a cost-effective alternative to traditional PR practices.They highlight the crucial role of strategic PR for early-stage brands, emphasizing the importance of building credibility and waiting for substantial news before investing heavily in PR efforts. Grace and Jess share practical strategies for startups, including leveraging influencers and media, engaging in authentic collaborations, and securing organic endorsements. They also offer tips on crafting press releases that adhere to journalistic standards, making them newsworthy, and distributing them effectively.To submit your brand's press release for free, please visit startupcpg.com/newswireListen in as they share about:Startup CPG NewswirePR Strategy for Early BrandsExamples of Newsworthy NewsInfluencer and Celebrity PartnershipsObjective vs. Subjective ContentThe Role of Press ReleasesProcess for Submitting Press ReleasesEffective PR Strategies and ResourcesChallenges with PR AgenciesMaven's Catalyst Program DetailsEpisode Links:Maven Consulting LinkedInJess Windell LinkedInInstagram: @Dryft SleepDon'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 chats with Samantha Edwards, founder of the plant-based food brand New Breed. Samantha shares her inspiring journey, rooted in her Caribbean heritage and nonprofit work, which led her to create a line of flavorful, plant-based products like Jamaican Jerk CHICK’N. She opens up about how her mother’s recovery from cancer through a plant-based diet motivated her mission to make healthy eating accessible.They dive deep into the challenges of building a CPG brand, from product development and logistics to the complexities of scaling a frozen food business. Samantha also shares her excitement for New Breed’s upcoming launches and offers valuable advice for aspiring entrepreneurs, highlighting the importance of resilience and consumer education.Tune in now! Listen in as they share about:Mission and Origin of New Breed MeatsProduct Creation & NutritionRetail & Market ChallengesConsumer Education and OutreachBroker Services and Marketing NeedsChallenges in Founding and ScalingFrozen vs. Shelf-Stable ProductsProudest Moments and Future PlansSocial Media and CommunityEpisode Links:New Breed Meats WebsiteSamantha Edwards 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 new series on the Startup CPG Podcast, Daniel Scharff and Jamie Valenti-Jordan from Catapult Commercialization Services take callers who have had 'Ops Nightmares' that plague many brands. Joining them are Katherine Harvey, co-founder and CEO of Bare Bones Broth, who faced a bone broth launch disaster at Costco due to manufacturing and contamination issues; Brett Perrotta, co-founder and Chief Operating Officer of Chubby Snacks, who recounts his own ops nightmare involving production errors with a co-packer, underscoring the critical nature of founder involvement during initial production runs; and Brady DeLong, VP of Sales & Ops at Clean Age, who reveals chaos from a major inventory mix-up with Walmart.Teva from our sponsor, Crstl, provides expert advice on leveraging Electronic Data Interchange (EDI) for managing high order volumes, as well as for reducing chargebacks and driving revenues.Crstl: No-Code EDI for Modern BrandsTired of ops nightmares? Crstl is here to help! Whether you’re new to retail or looking to migrate off your existing EDI platform, Crstl can onboard you to any retail trading partner for EDI in 2 weeks or less. Additionally, Crstl seamlessly integrates with all the platforms you need to run your business, such as Shopify, QBO, your ERP, your WMS, and more. Our best-in-class customer experience ensures you are never alone when challenges arise. Say goodbye to operational headaches and focus on what you do best—growing your brand!Learn more at https://www.crstl.so/demo and mention Startup CPG for 25% off your first annual subscription.Today's topics:Advice on Handling Ops NightmaresKatherine Harvey’s Ops Nightmare at CostcoBrady DeLong's Operational Nightmare with WalmartBrett Perrotta’s Operational Nightmare with a Co-PackerTeva's ( Crstl EDI ) DiscussionCommunication with BuyersHandling Freight ProblemsLegal and Insurance ConsiderationsDamage Control and TransparencyPlanning and Risk ManagementOperational and Product LossesCommon Business ChallengesPackaging and Labeling IssuesEpisode Links:Catapult Commercialization Services WebsiteJamie Valenti-Jordan LinkedInBare Bones Broth Website Katherine Harvey LinkedInClean Age WebsiteBrady DeLong LinkedInChubby Snacks WebsiteBrett Perrotta 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 the co-founders of Tamarind Heads— Sashi Kumar, Brittney Lim, and Jim Giberson—to explore the story behind their tamarind-based barbecue and hot sauce brand. They share how tamarind, a fruit familiar around the world but lesser-known in the U.S., became the key ingredient in their unique sauces. The founders dive into the challenges of educating consumers, their product development journey (including winning a Sofi Gold Award), and the process of scaling their business in a competitive market.Tune in to hear about their marketing strategies, from direct-to-consumer sales and influencer partnerships to trade shows and retail expansion, all while staying true to their brand vision. Don’t miss out on their valuable insights for entrepreneurs looking to grow in the food industry.Ready to learn more? Listen now!Listen in as they share about:Tamarind Heads' Origin StoryChallenges and DevelopmentConsumer and Retail ResponseScaling and Supply ChainRetail ExpansionManufacturing and ScalingMarketing StrategyFunding and BootstrappingTrade Shows & ROIEpisode Links:Tamarind Heads WebsiteTamarind Heads instagram: @tamarindheads Brittney Lim 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 Ryan Williams, founder of FABID (Food and Beverage Investment Database) and former CFO at RISE Brewing Co., to explore the evolving landscape of fundraising and valuations in the Consumer Packaged Goods (CPG) sector. With his extensive background in finance and investment banking, Ryan offers a deep dive into the shifting valuation trends, the tightening venture capital environment, and the growing prominence of family offices and angel investors.They also highlight successful brand strategies, recent notable raises, and essential fundraising advice for entrepreneurs. Ryan wraps up with crucial fundraising advice, emphasizing the importance of grabbing investor attention, being selective with comparable companies, and maintaining financial clarity in pitches.Tune in now!Listen in as they share about:Valuation Multiples for Early BrandsCurrent Funding LandscapeRecent Notable RaisesSuccessful Brand StrategiesFundraising AdviceEpisode Links:FABID Website RISE Brewing Co. WebsiteRyan WilliamsLinkedInDon'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 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