The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Matt Merson, President of Once Upon A Coconut, for a deep, practical primer on retail pricing: how to set a shelf price, what it means for your wholesale price, and what actually lands in your pocket.

Matt has spent about 35 years in food and beverage. He started with 15 years of classic CPG at Dannon Yogurt, Sara Lee, and Coca-Cola, then joined his first startup at Glaceau Vitaminwater and has focused on better-for-you, disruptive emerging brands ever since. Daniel’s first CPG role was global pricing and promotions at Mars Chocolate, and he shares his own research methods alongside Matt’s on-the-ground experience negotiating with retailers and distributors.

Daniel and Matt walk through how to do store and online price research, why you should price-slope across every channel you might one day sell in, and how to model your cost of goods at scale. They break down the pocket price waterfall (retailer margin, distributor markup, trade spend, and marketing), how promotions work with distributors like KeHE and UNFI, and how to handle price increases and buyer pushback.

Listen in as they discuss:

• Why Matt says to think broadly across channels and long term, and why price missteps in the first couple of years cause pain in mass and club later
• How to do day-one research with store checks and retailer websites, logging weights, SKUs, price points, and facings
• What “magic price points” are, and why pack size and common formats matter
• Why you should model your costs at 10,000, 100,000, and 1 million units before you launch
• How the pocket price waterfall works, from retailer margin and distributor markup to trade spend and marketing
• Why Matt says brands will not survive on sub-50% margins, and why you need a clear path to 50%
• Why retailers and club buyers check your website price first and Amazon second
• How to model higher and lower price scenarios, and how NIQ Byzzer data can show expected promotional lift
• The difference between off-invoice and scan-back promotions with KeHE and UNFI, and why an anchor account can protect you from heavy promo commitments
• How to change prices, from distributor lead times to how buyers react

Resources mentioned in this episode:

• Startup CPG Retail Tracker, with retailer margins, store lists, and estimated distributor markups: https://bit.ly/4idan1T
• NIQ’s Byzzer™, with three free reports through Startup CPG’s partnership: https://bit.ly/4jAHAl9
• Circana: https://bit.ly/4yafl5h

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Matt Merson LinkedIn:https://www.linkedin.com/in/matthew-merson
• Once Upon A Coconut LinkedIn:https://www.linkedin.com/company/onceuponacoconut
• Once Upon A Coconut Website:https://www.onceuponacoconut.com
• Once Upon A Coconut Instagram:@onceuponacoconut

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Daniel’s LinkedIn:https://www.linkedin.com/in/danscharff/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Founder + Funder episode, host Hannah Dittman sits down with Lindsay Leopold, Founder and CEO of Joy Supply, and Brandon Alster, Founder and Managing Partner of Sling Ventures, to unpack how the two met at a Startup CPG Founders & Funders Roadshow event and went on to close an oversubscribed pre-seed round.

Lindsay comes from a culinary background that includes pastry at one of Tom Colicchio’s restaurants, the Martha Stewart Kitchen as a recipe tester and food editor, and product development for Martha Stewart, Home Chef, and Sakara. Joy Supply brings back a crisp oat cookie from her great-grandfather’s family bakery, which he opened in Illinois after emigrating from Sweden in 1908. Brandon’s firm, Sling Ventures, invests in active lifestyle, “food is health,” and offline experience businesses, and Joy Supply is its first investment in the cookie aisle.

Hannah, Lindsay, and Brandon dig into what made Joy Supply stand out, how a five-minute roadshow meeting turned into months of relationship-building, what Brandon looks for in diligence, and the fundraising lessons both of them would pass on, from embracing rejection to knowing your investor’s thesis. They also tackle a Slack community case study on what to have ready in a data room.

Listen in as they discuss:

• How Lindsay and Brandon met at a Startup CPG Founders & Funders Roadshow, with cookies in hand
• Why Brandon looks for the right founder and a category that needs innovation
• Why Joy Supply leads with “we’re delicious” before “we’re healthy”
• Why the cookie aisle can feel crowded yet stale, and what that means for new brands
• How Lindsay funded the first year of R&D and packaging before raising her pre-seed
• How a five-minute meeting grew into a coffee, a steady stream of updates, and a close in August
• How early retailer enthusiasm and consistent updates built Brandon’s conviction
• Why fundraising is “a match, not a prize,” and why researching investors matters
• Why Brandon says to embrace rejection and build supporters through regular investor updates
• What to have ready in a data room, from a monthly P&L to retailer pipeline and unit economics

Brands and names mentioned in this episode:

• Jesse & Ben's
• Sauz
• Rainforest Distribution
• Tate's Bake Shop
• Central Market
• Palm Tree Crew

Hiring: Lindsay is looking for a content creator or brand marketer in the New York area to work directly with her on activations and content. Sling Ventures is also always looking to meet talented people in social media, operations, sales, and marketing across its portfolio.

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Lindsay Leopold LinkedIn:https://www.linkedin.com/in/lindsayleopold
• Joy Supply LinkedIn:https://www.linkedin.com/company/joy-supply
• Joy Supply Website:https://www.joysupply.com
• Joy Supply Instagram:@getjoysupply
• Brandon Alster LinkedIn:https://www.linkedin.com/in/brandonalster
• Sling Ventures LinkedIn:https://www.linkedin.com/company/slingvc
• Sling Ventures Website:https://www.slingvc.com
• Contact Brandon directly: brandon@slingvc.com

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Hannah’s LinkedIn:https://www.linkedin.com/in/hannah-dittman-011b844b
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Isabella Hoag, founder and CEO of OSIA, a caffeine-free energy drink made with real fruit, no natural flavors, and a functional blend of ingredients, to talk about building a brand through feedback, bold pivots, and heart.

Isabella came from the design world and fell into beverages after a health journey in 2022 sent her reading labels and searching for products without fillers or natural flavors. She started making drinks in her kitchen, then launched OSIA before manufacturing, selling at around 500 pop-up events in eight months and reinvesting what she made after starting with just $50. Her first line was a set of four “mood” beverages, and customer, retailer, and distributor feedback has now led her to a single caffeine-free energy drink and a full rebrand.

Caitlin and Isabella dig into why finding a manufacturer for a no-natural-flavors product hasn’t been the obstacle many expect, why OSIA uses juice concentrate, how the functional blend works, what she learned from early pricing and flavor missteps, and how her design background shaped the new can. They also cover the story behind the name OSIA, her pitch to retailers, and why she believes the best advice for any founder is to just put it out there.

Listen in as they discuss:

• How a design background and a 2022 health journey led Isabella to start making drinks in her kitchen
• How OSIA launched before manufacturing, with around 500 events in eight months and a $50 start
• Why OSIA is moving from four mood beverages to a single caffeine-free energy drink
• Why Isabella says finding a manufacturer for a product with no natural flavors hasn’t been an issue
• Why OSIA uses juice concentrate, and how to formulate a drink that tastes real without being overly sweet
• The functional blend of rhodiola, L-theanine, magnesium malate, vitamin B6, and taurine, and how Isabella explains the difference between stimulating energy and blocking tiredness
• What retailer, distributor, and customer feedback taught her about pricing, sweetness, and flavor balance
• How the can design drew inspiration from perfume, skincare, and fashion, and why she added callouts and a warm metallic palette
• The story behind the name OSIA and its connection to ambrosia, the nectar of the gods
• Why Isabella is raising her first round, and what she tells retailers about in-store tastings

Join the OSIA waitlist: Sign up athttps://drinkosia.com for a special gift and perks at launch.

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Isabella Hoag LinkedIn:https://www.linkedin.com/in/isabellahoag
• OSIA LinkedIn:https://www.linkedin.com/company/drinkosia
• OSIA Website:https://drinkosia.com
• OSIA Instagram:@drinkosia
• Investors interested in OSIA’s first round can contact Isabella directly (reach out to caitlin@startupcpg.com for an intro)

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Caitlin’s LinkedIn:https://www.linkedin.com/in/caitlinbricker/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this bonus episode of the Startup CPG Podcast, host Daniel Scharff sits down with foodservice sales expert Jenna Cameron, founder of Jenna Cameron Consulting, to walk through Startup CPG’s brand new, free Foodservice Tracker and how early-stage brands can use it to build a smart foodservice strategy.

Jenna has spent more than 12 years in foodservice sales, with experience at brands including JUST (formerly Hampton Creek), Alpha Foods, and Wild Earth, and has been consulting full time for about a year. She and Daniel worked together at JUST for about five years, and Jenna helped build the tracker, a first-of-its-kind resource of about 1,500 operators, distributors, and redistributors with contract management, distributor, segment, unit count, and early brand prioritization details, plus LinkedIn profiles for key contacts.

Daniel and Jenna break down what’s inside the tracker, who is and isn’t on the list, and how to choose between back of house and front of house opportunities. They also cover how to pitch foodservice buyers, which trade shows are worth your money, how scrappy tactics like campus ambassadors and station takeovers can unlock your first accounts, and the mistakes that waste time and money in this channel.

Listen in as they discuss:

• What’s inside the free Foodservice Tracker, from distributors and contract managers to early brand prioritization
• Why a tracker alone won’t get you into doors, and why focus matters more than hitting every account
• Why a Dot Foods contact told Daniel the list’s 1,500 entries are “the right 1,500” to start with
• How to decide between back of house and front of house products, and which distributors fit each
• Which job titles to target, and why calling or texting chefs often beats email
• Why a foodservice pitch should be three to five slides, and why cooking alongside the culinary team beats a long deck
• Which trade shows suit early-stage brands, and how a regional distributor win can grow into a national program
• How scrappy tactics work, from asking a friend at a corporate office to enlisting campus vegetarian groups
• Why products must be plug and play, hold up in a high-heat oven, and solve a real operator problem like labor, cost, or prep time
• How to run a college station takeover that reaches 200 to 300 students at almost no cost

Download the full tracker for free: https://bit.ly/cpgfoodservicetracker

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more.

Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Jenna Cameron LinkedIn:https://www.linkedin.com/in/jenna-cameron-a3253732
• Jenna Cameron Consulting Website:http://jennacameronconsulting.com
• Jenna Cameron Instagram:@the_jenna_cameron
• Contact Jenna directly: jennacameronconsulting@gmail.com

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Daniel’s LinkedIn:https://www.linkedin.com/in/danscharff/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Marc Jonna, Co-Founder and President of Plum Market, for a deep dive into the grocer’s founding story, its ethos, how it sources brands, and how emerging brands can get on its radar.

Marc is a third-generation grocer who started working in his family’s wine and gourmet store at 14 and left college at 19 to run operations when his father got sick. After the family’s business was acquired by Whole Foods in 1998, Marc worked with John Mackey, joined the leadership team, and later left with his brother Matt to launch Plum Market in 2007 in Bloomfield Hills, Michigan. Today Plum Market operates in Michigan and Florida and has over 40 outlets, including airports, offices, private schools, and the Detroit Pistons Performance Center.

Daniel and Marc dig into how the Plum Market name and icon came to be, where Marc sees grocery heading, why Plum carries virtually no private label, how the team helps emerging brands launch, how airport locations work, and what founders should do if they want to get in front of Plum Market’s buyers.

Listen in as they discuss:

• The three-generation grocery story behind Plum Market, from a family wine store to a sale to Whole Foods and a fresh start
• How the Plum Market name and plum-and-swish icon were created
• Where Marc sees grocery heading, from preventative health and traceability to shoppers wanting fewer, higher-quality ingredients
• Why Plum Market treats grocery as an experience, with brands as the “true stars”
• Why Plum carries essentially no private label, outside of food cooked in house from scratch, and why Marc thinks consumers will increasingly want to know who makes their food
• How Plum sources natural, organic, local, and gourmet brands, and why logistics decide whether a startup can get in
• How Plum helps emerging brands launch, starting with the “magic wand” merchandising question, and why a win with an independent grocer can create FOMO among larger retailers
• How Marc finds new products, from trade shows and travel to competitor stores and founders who DM him directly
• Why airports, offices, and schools are growth channels, and why authorized wholesalers like UNFI and KeHE are essential for airport placement
• Where large-format and small-format stores fit into Plum Market’s growth plans

Brands and names mentioned in this episode:

• Hot Girl Pickles - Leah Marcus and Yasaman Bakhtiar
• Clean Dough Cookies - Jake Bagnall
• Gato Dates - Gabriella Gains and Tonya Reznikovich
• Loonen water - Clara Sieg and David Kimmell
• Miracle Noodle
• Zingerman's
• Bell & Evans
• Snake River Farms
• Diamond Ranch
• Sea Smoke
• Merchant of Vino
• Trade Winds

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Marc Jonna LinkedIn:https://www.linkedin.com/in/marc-jonna-3a9b4649
• Plum Market LinkedIn:https://www.linkedin.com/company/plummarket
• Plum Market Website:https://www.plummarket.com
• Plum Market Instagram:@plummarket
• Contact Marc directly: marc.jonna@plummarket.com

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Daniel’s LinkedIn:https://www.linkedin.com/in/danscharff/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this episode of R&D Radio, host Adam Yee sits down with Zachary Cartwright, Principal Food Scientist at AQUALAB by Addium, to break down one of the most important but least understood metrics in food science: water activity. They cover what water activity is, what the numbers mean, how it affects safety, texture, and shelf life, and how brands of any size can start testing for it.

Zach holds a PhD in Food Science from Washington State University, where he also serves as adjunct faculty in the School of Food Science. Over the past seven years at AQUALAB, he has worked with thousands of food scientists across low-moisture food categories, and has applied moisture science to pharmaceuticals, cosmetics, cannabis, and even gunpowder and batteries. AQUALAB provides water activity, moisture analysis, and moisture sorption solutions that help food companies improve product quality, stability, shelf life, and food safety.

Adam and Zach dig into the 0.6 water activity threshold for microbial growth, critical water activities that cause caking, sogginess, and sticky gummies, the difference between moisture content and water activity, and why packaging, temperature, and humidity matter so much. They also share practical ways for smaller brands to access testing, what to look for in a water activity meter, and how large manufacturers use water activity from incoming ingredients through production.

Listen in as they discuss:

• What water activity really measures: the capacity of water to cause biological, chemical, and physical changes in a product
• Why a water activity above 0.6 creates an environment where mold, yeast, and bacteria can grow
• How critical water activities drive caking and clumping in powders, lost crispness in snacks, and sweating in gummies
• How a water activity test works, from closed-chamber equilibrium to readings in as little as 60 seconds
• The difference between moisture content and water activity, and how a moisture sorption isotherm helps predict shelf life
• When water activity matters less, like beverages, and where it still plays a role, from condiments to ice cream inclusions
• Why packaging should be decided before shelf life testing, and how sustainable packaging can change water vapor transmission rates
• How brands can access testing through universities, testing labs, or AQUALAB, and why in-house testing is ideal
• What to look for in a meter: direct versus indirect sensors and temperature control
• Why clean label and preservative-free trends make water activity more important than ever
• How large manufacturers test incoming ingredients and every batch, and why smaller brands should “act like a bigger company”

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Zachary Cartwright LinkedIn:http://www.linkedin.com/in/zachary-cartwright
• AQUALAB LinkedIn:http://www.linkedin.com/company/aqualab-by-addium
• AQUALAB Website:http://www.aqualab.com
• Contact Zachary directly: zachary.cartwright@aqualab.com

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Adam'sLinkedIn
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Investor Spotlight, host Hannah Dittman sits down with Moira O’Connell, Vice President at Astō Consumer Partners, to unpack what late-stage consumer investors look for in a brand, how founders can tell whether an investor is the right fit, and what early-stage brands can learn from companies that have already scaled.

Moira started her career in investment banking at Bank of America’s financial sponsors group before moving to the growth fund at L Catterton, where she worked across food, beverage, beauty, fitness, and consumer tech. She joined Astō during its first fundraise, drawn to the operator mindset of its founding partners, whose operating careers include Sweet Leaf Tea, Deep Eddy Vodka, and SkinnyPop. Astō is wholly focused on CPG and typically backs profitable brands above $40 million in sales through minority investments of $25 million to $75 million.

Hannah and Moira dig into what “late-stage growth” means, the profile of a sweet spot company, and case studies including Clean Skin Club, Bloom Nutrition, and Starface. They also cover primary versus secondary capital, what it takes to grow from $1 million to $25 million and beyond, why alignment on valuation and growth levers saves everyone time, and how to find an investor who truly plays in your lane.

Listen in as they discuss:

• How Astō’s late-stage approach sits between growth equity and private equity, with minority stakes and $25M to $75M checks
• How the operating backgrounds of Astō’s partners shape the way they support founders
• Why brands with proven product-market fit still need a partner to manage execution risk
• What Clean Skin Club and Bloom Nutrition show about customer loyalty and growth levers like retail and new categories
• Why Astō’s board members work alongside management on hiring, budgets, and channel strategy
• Primary versus secondary capital, and why letting founders take some chips off the table can help them focus
• What it takes to get from $1 million to $25 million: nail the product, nail the messaging, and make a pivotal early hire
• Why quality of revenue matters more than growth for its own sake, using Costco as an example
• Why aligning on valuation and growth levers early saves founders and investors time
• How to find the right investor: study portfolios and check sizes, reach out on LinkedIn, and use resources like fractional CFO firms

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Moira O’Connell LinkedIn:http://www.linkedin.com/in/moira-o-connell
• Astō Consumer Partners LinkedIn:http://www.linkedin.com/company/ast%C5%8D-consumer-partners
• Astō Consumer Partners Website: http://www.astoconsumer.com
• Contact Moira directly: MRO@astoconsumer.com

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Hannah’s LinkedIn:https://www.linkedin.com/in/hannah-dittman-011b844b
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Kai Lim and David Yu, co-founders of Reprise Health, a modern gummy brand making Eastern herbal wellness accessible and approachable, to talk about how they built a brand that now spans natural and conventional retail.

Kai and David met in business school and bonded over the same childhood memory: grandmothers on two continents feeding them bitter herbal teas and soups. Kai grew up in Singapore, studied accounting and finance, and started his career at Boston Consulting Group. David studied math at UCLA, then spent his 20s abroad, including six years in Johannesburg managing international supply chains for hospitals and schools. After visiting Chinatown herb shops in New York and San Francisco, they noticed curious younger shoppers leaving empty-handed, and Reprise was born.

Caitlin, Kai, and David dig into why gummies were the right format, how their formulas were developed with certified herbalists and a fifth-generation Taiwanese herbal medicine company, how every batch is lab tested three times, and what it took to pass Whole Foods’ quality and legal review. They also cover the strategy behind launching into Walmart with travel-size packs, growing from about 200 to over 2,000 doors in 12 months, and the founders agreement and weekly retrospective they use to keep their co-founder relationship strong.

Listen in as they discuss:

• How grandmothers on two continents and a trip to Chinatown herb shops sparked the idea for Reprise
• Why Reprise is a story of rediscovery, not family recipes passed down
• Why gummies make ancient herbs approachable, with over 70% of customers having never tried ginseng before
• How formulas were developed with herbalists and a family company in Tainan, Taiwan that has made herbal medicine since 1892
• How every batch is lab tested three times, with up to 70% of raw herbs rejected before extraction
• What it took to pass a five-month quality and legal review at Whole Foods
• How Reprise climbed to top-three rankings in sleep, turmeric, and menopause gummies at Whole Foods California
• Why a Whole Foods launch proved quality, and why Walmart tests the brand’s mission of access
• Why Reprise chose a 10-gummy travel pack for Walmart to make trial easy
• The founders agreement, quarterly reviews, and Friday retrospectives that act as “resentment prevention devices”

Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Kai Lim LinkedIn:https://www.linkedin.com/in/kai-lim-reprise
• David Yu LinkedIn:https://www.linkedin.com/in/davidsyu
• Reprise Health LinkedIn:https://www.linkedin.com/company/reprise-health
• Reprise Health Website:https://www.reprisehealth.com
• Reprise Health Instagram:@reprisehealth

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Caitlin’s LinkedIn:https://www.linkedin.com/in/caitlinbricker/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Megan Castellon of Syren Spreads, Andrew Kuzera of Ono, and food scientist Andrew Firestone of Firestone Consulting Group to give an inside look at Startup CPG’s first-ever Founders & Formulators event, where brands could get unlimited product feedback and find their ideal formulator match.

Megan is Co-Founder and CEO of Syren Spreads, makers of Skinglow, a chocolate hazelnut spread built around Tremella and a blend of botanicals. Andrew Kuzera is the founder of Ono, a better-for-you protein soda with 12 grams of protein per can. Andrew Firestone is a food scientist with a background at the University of Wisconsin-Madison, TreeHouse Foods, and Comet, where he worked on upcycled fiber technology. He launched Firestone Consulting Group to give smaller founders flexible access to food science expertise.

The group walks through how the event worked, from 70 brand pitches at the mic to formulators raising paddles auction-style, and what each guest got out of it: honest taste and texture feedback, new packaging and shelf life insights, a new food science vocabulary, supplier and co-manufacturer introductions, and in one case a brand-new formulator partnership. They also share practical tips on filtering feedback, choosing the right formulator, and preparing for a future event.

Listen in as they discuss:

• Why Daniel created Founders & Formulators after watching brands spend years on products that weren’t ready for retail
• How the event worked, from 70 brand pitches at the mic to formulators raising paddles for the briefs they could help with
• Why food scientists give the honest taste and texture feedback that friends, family, and strangers won’t
• How feedback on oxidation and light exposure has Syren Spreads considering a lighter botanical load and foil sachet packaging
• How Andrew Kuzera went from self-formulating with AI tools to finding the language for what was off in his protein soda
• Why supplier certificates of analysis for the “same” ingredient can differ, and how sourcing affects cost of goods
• How formulators broker co-manufacturer and supplier relationships, not just recipes
• What independent formulators get out of the event, from leads to meeting clients face to face
• How to evaluate feedback from multiple formulators: check their past projects, trust the vibe, and go with your gut
• How to prepare: review the formulator list, reach out on LinkedIn ahead of time, bring samples and a certificate of analysis, and exchange phone numbers

Thank you to our Founders & Formulators sponsors:pure caf

• Applied Food Sciences (AFS) (makers of PurCaf®, a green coffee caffeine)
• FlavorSum (flavor solutions)
• Marine Biologics (makers of SeaTex, a clean label seaweed ingredient)

Browse the free Product Developer Database:
Startup CPG’s database of hundreds of formulators and product development agencies is free on http://startupcpg.com under the Resources page. Product developers can use the submit button to be listed.

Interested in sponsoring a future Founders & Formulators event?
Email partnerships@startupcpg.com

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more.

Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Megan Castellon LinkedIn:http://www.linkedin.com/in/megan-castellon-943530174
• Syren Spreads LinkedIn:http://www.linkedin.com/company/syren-spreads-llc/home
• Syren Spreads Website:http://www.syrenspreads.co
• Syren Spreads Instagram: @syrenspreads
• Andrew Firestone LinkedIn:http://www.linkedin.com/in/andrew-firestone-a84699192
• Firestone Consulting Group LinkedIn:http://www.linkedin.com/company/firestone-food-beverage-consulting/home
• Firestone Consulting Group Website:http://www.firestoneconsultinggroup.com
• Contact Andrew Firestone directly: andrew@firestoneconsultinggroup.com
• Andrew Kuzera LinkedIn:http://www.linkedin.com/in/andrew-kuzera
• Ono Website:http://www.drinkono.com
• Ono Instagram: @drink.ono

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Daniel’s LinkedIn:https://www.linkedin.com/in/danscharff/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Founder Fundraising Journey episode, host Hannah Dittman sits down with Zoë Sakoutis, Co-Founder and CEO of Bittman’s and founder of Blueprint, to trace her path from bootstrapping a cold-pressed juice brand to a full acquisition, and now to raising capital again for a whole grain sourdough brand.

Zoë’s first business was a dog grooming shop in the basement of her family’s optometry center at age 12. She went on to found Blueprint with roughly $5,000 borrowed from her brother, scaled it profitably without outside capital, and sold it to Hain Celestial after five years, staying on for two more. Since then she has started other brands, advised founders, and angel invested, and four months ago she launched Bittman’s with Mark Bittman, starting with whole grain sourdough bread shipped nationwide to your door.

Hannah and Zoë dig into what the acquisition process really looked like behind the scenes, why four production facilities, 10-year leases, and 120 employees complicated the deal, how discovering high pressure processing (HPP) unlocked retail for raw juice, what changes after the deal closes, and how fundraising for Bittman’s has shifted her perspective now that she is back on the founder side of the table.

Listen in as they discuss:

• How a dog grooming shop at age 12 foreshadowed Zoë’s entrepreneurial career
• How Blueprint scaled profitably on a $5,000 loan from her brother with no outside capital
• Why a call from Howard Schultz signaled that the cold-pressed juice category was about to get crowded
• Why Zoë chose a full acquisition over a minority investment, and the “bird in the hand” thinking behind it
• What diligence really feels like, and how leases, facilities, and 120 employees complicated the deal
• How discovering HPP gave raw juice a kill step, extended shelf life, and opened the door to retail
• Why founders should think about their likely acquirer from day one, including whether to own or outsource production
• What it is like to stay on after an acquisition and watch someone else run your brand
• Why Zoë learned to hold a clear thesis while pitching, so she doesn’t “sell five different companies to five different people”
• How to explain team building in a fundraise, from staying lean to leveraging AI

Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Zoë Sakoutis LinkedIn:www.linkedin.com/in/Zoë-sakoutis
• Bittman’s LinkedIn:https://www.linkedin.com/company/bittmans
• Bittman’s Website:https://www.bittmans.com
• Bittman’s Instagram:@bittmans
• Contact Zoë directly: Zoe@markbittman.com

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Hannah’s LinkedIn:https://www.linkedin.com/in/hannah-dittman-011b844b
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Darin Alpert, founder of Gheelish, a snack brand built around ghee, the clarified butter, as its star ingredient, for the story of how a cold email to Sprouts turned a kitchen popcorn recipe into a nationwide launch.

Darin co-created Find Me Gluten Free about 12 years ago, an app that now has roughly 3 million users, and spent 15 years selling enterprise software to companies like Caterpillar, IBM, T-Mobile, and Costco before building a CPG brand of his own. With severe gluten and lactose intolerances, he struggled to find snacks free of seed oils, and a single SKU of ghee popcorn, discovered while his wife was pregnant, sparked the idea of building a whole platform around ghee.

Caitlin and Darin dig into how Gheelish went from a kitchen to Sprouts nationwide in 2024, why second-time founders often focus on distribution before product, how ghee compares with tallow, what makes the brand’s air-popped popcorn lower in calories and fat than leading brands, and the sales-training science behind the cold outreach message that earned Darin a spot on the show.

Listen in as they discuss:

• How his wife’s pregnancy and a single ghee popcorn SKU sparked the idea to build a snack platform around ghee
• What ghee actually is, and why its butyric acid has earned a reputation for gut-friendly benefits
• How Gheelish’s air-popped approach delivers about 30% fewer calories and nearly 60% less fat than leading popcorn brands
• Why second-time founders tend to focus on distribution before product
• How a cold email to the Sprouts forager team and hand-labeled Sharpie bags led to a nationwide launch
• Growth from roughly $300K in 2024 to about $2M in wholesale sales in 2025, with no D2C or Amazon
• The protein cookie launching at Sprouts nationwide in December, and why Darin wishes he had launched cookies first
• How ghee and tallow compare, and why Darin calls ghee the “cousin” of the tallow movement
• The science behind outbound messaging: lead with the lead, keep it short, and have a reason to exist
• How Startup CPG connected Darin with Grassroots Marketing for in-store sampling at Sprouts

Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Darin Alpert LinkedIn:https://www.linkedin.com/in/darinalpert
• Gheelish LinkedIn:https://www.linkedin.com/company/gheelish
• Gheelish Website:https://www.gheelish.com
• Gheelish Instagram:@eatgheelish

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Caitlin’s LinkedIn:https://www.linkedin.com/in/caitlinbricker/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

Click here: http://marketplace.walmart.com/scpg

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with David Heiser, Co-Founder of Grassroots Marketing, to walk through a new, free report analyzing 34,000 in-store demos at Whole Foods, Sprouts, Central Market, and Erewhon, and what it means for where, when, and how brands should spend their demo dollars.

Grassroots runs demos and in-store sampling events across the country at major natural retailers and independents alike. Daniel first met David’s team while launching his own beverage brand at Erewhon, where Grassroots is the retailer’s official demo partner, and the two teamed up to turn years of Grassroots’ data into a first-of-its-kind resource. The analysis covers demos from 2021 onward, more than 500 brands, over 1,000 stores, and 19 states.

Daniel and David break down the best days and times to demo, the strongest regions and states, and the top-performing individual stores at each chain, including a few surprises. They also share practical advice on demo kits, paper coupons, five-second pitches, handling skeptical shoppers, and why winning over store employees can change a brand’s trajectory at a store.

Listen in as they discuss:

• Why Saturday leads the pack for demos, and why Monday midday was one of the biggest surprises in the data
• Why every top time slot falls between Friday and Monday, and when midweek demos still make sense
• Which regions perform best for in-person sampling, and why dense metros win
• Where to focus Sprouts demos, from Arizona and the Southwest to a standout San Diego-area cluster
• Why Arizona and Florida stand out for Whole Foods, and why Orlando tops the store rankings
• How Erewhon’s top stores, led by Calabasas, differ from the iconic locations most brands expect
• Why Central Market’s Austin stores are among the best places in the country to sample
• How dollars sold per demo compare across chains, and why Erewhon trades revenue for engagement
• Why paper coupons, table runners, and simple demo kits convert better than most brands expect
• How to craft a five-second pitch, handle skeptical shoppers, and turn store employees into advocates

Grassroots x Startup CPG full demo report will be released soon - sing up to our newsletter to get the full report when it is released (sorry for the delay! Finishing touches!)

Book a call with Grassroots Marketing (special Startup CPG community rate): https://bit.ly/3FOybIP

Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we’ll get in touch.

Episode Links:

• Book a call with Grassroots Marketing (special Startup CPG community rate): https://bit.ly/3FOybIP

Don’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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to “Transcript” at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Daniel’s LinkedIn:https://www.linkedin.com/in/danscharff/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this episode of R&D Radio, host and food scientist Adam Yee sits down with Dr. Selina Wang, chemist and Professor of Cooperative Extension at the University of California, Davis, to talk about a recent study suggesting that many store-bought products made with avocado oil may not contain 100% avocado oil.

Dr. Wang is Faculty Director of the UC Davis Olive Center and an internationally recognized expert in edible oil quality, authenticity, and chemistry. Her early studies of supermarket olive oil helped inform California's olive oil standards adopted in 2014, and in 2020 her lab published the first comprehensive evaluation of commercial avocado oil quality and purity in the United States, revealing problems with oxidation and adulteration. Her team has since followed up with a study of private label brands and, most recently, products like chips, mayonnaise, and salad dressings.

Adam and Dr. Wang trade notes scientist to scientist, covering how oil chemists tell fresh from stale and pure from adulterated, what "seed oil" really means in academic circles versus marketing, how fatty acid and sterol fingerprints expose substitutions, and what brands using avocado oil can do right now to verify what they are buying.

Listen in as they discuss:

• What an edible oil chemist, or "fat chemist," actually studies when evaluating an oil
• How extra virgin and refined olive oil differ, and why oxidation and purity markers matter
• What "seed oil" means to chemists versus how the term is used in consumer marketing
• Why avocado oil has become a popular seed oil alternative despite costing roughly three times as much
• How UC Davis' three avocado oil studies expanded from bottled brands to private labels to finished products
• How oil is extracted from chips, mayonnaise, and dressings so it can be tested
• How fatty acid and sterol fingerprints reveal substitution with high oleic sunflower or safflower oil
• Why testing fatty acids alone can miss a carefully blended oil
• Why relying solely on a supplier's certificate of analysis can leave brands exposed
• Dr. Wang's practical advice for brands: test fatty acids and sterols, and treat suspiciously low prices as a red flag

Want to connect with buyers, investors, and industry experts in real time? Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more. Just text CPG to 833-605-7002 and we'll get in touch.

Avocado Oil Quality and Authenticity Workshop: Dr. Wang is hosting an in-person workshop at UC Davis on October 23rd covering her research, analytical methods, how to interpret a certificate of analysis, and a hands-on sensory evaluation.

Registration link: https://registration.ucdavis.edu/Item/Details/1413

Episode Links:

• Dr. Selina Wang LinkedIn:https://www.linkedin.com/in/selinawangphd
• Dr. Selina Wang Instagram:@profselinawang
• UC Food Quality Lab Website: https://ucfoodquality.ucdavis.edu/
• University of California, Davis LinkedIn: http://www.linkedin.com/school/uc-davis
• Contact Dr. Wang directly: scwang@ucdavis.edu

Don'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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to "Transcript" at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Adam'sLinkedIn
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Founder Fundraising Journey episode, host Hannah Dittman sits down with Ryan Raish, founder of Fave, a first-to-market certified organic powdered drink mix bringing nostalgic flavors back to the category without artificial colors, flavors, or excess sugar.

Ryan has spent nearly two decades in CPG, working his way from grassroots demos at Guayaki to building out the West Coast for Honest Tea, a 10-year run at Popchips, and stints at Super Coffee and Chloe's Fruit Pops. The idea for Fave came to him in a grocery store aisle, watching his five-year-old beg for Kool-Aid loaded with artificial dye and 40+ grams of sugar, and realizing there was no "better-for-you" option in the massive, non-functional powdered drink mix category.

Hannah and Ryan dig into the two-year R&D process he self-funded before ever asking for capital, how a chance conversation with Popchips founder Keith Belling turned into his first advisor and investor, how retailer feedback shaped the product before a single dollar was raised, and the real differences between pitching investors and pitching retail buyers.

Listen in as they discuss:

• Ryan's 20-year path through CPG, from grassroots demos at Guayaki to a decade at Popchips
• The grocery store moment with his kids that sparked the idea for Fave
• Why he spent nearly two years self-funding R&D before ever asking for outside capital
• How Popchips founder Keith Belling turned into his first investor and advisor
• How early retailer feedback from Target shaped Fave's formulation before fundraising even began
• The pre-seed round born from a happy hour conversation at Expo West with Angel Group
• How retailer validation (Thrive Market, QVC, Sprouts) built the case for a full seed round
• The key differences between pitching investors and pitching retail buyers, and where they overlap
• Ryan's advice on building investor relationships well before you actually need the capital

Episode Links:

• Ryan Raish LinkedIn:https://www.linkedin.com/in/ryanraish
• Fave LinkedIn:https://www.linkedin.com/company/108173111
• Fave Website:https://favemixes.com/
• Fave Instagram:@favemixes
• Contact Ryan directly: Ryan@favemixes.com

Don'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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to "Transcript" at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Hannah's LinkedIn:https://www.linkedin.com/in/hannah-dittman-011b844b
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Jacob Cooper, founder of Bagelverse, who's reinventing the classic pizza bagel with real mini New York bagels and bold flavors like spicy vodka and barbecue chicken.

Jacob spent eight years as a CTO in AI and tech before making a complete 180 to chase a childhood nostalgic idea. He launched Bagelverse in April 2026, and in the months since has sold over 80,000 pizza bagels through pop-ups around New York City, won a Shelfie Award, and had one of the most visited booths at Summer Fancy Food.

Caitlin and Jacob dig into his unconventional career pivot, the surprisingly complex supply chain behind a "simple" pizza bagel (which requires two separate co-packers), why packaging might be the single most important investment an emerging brand can make, and how he's building genuine, long-term relationships with retailers a year in advance of launch.

Listen in as they discuss:

• Jacob's total pivot from eight years as a CTO in AI and tech to founding Bagelverse
• Why he built the brand entirely through in-person pop-ups and farmer's markets before ever touching CPG
• The surprising complexity behind a "simple" pizza bagel, and why it requires two separate co-packers
• Why he intentionally delayed finding a co-packer until he knew the brand had real traction
• What Jacob learned about follow-up and note-taking after having one of the busiest booths at Summer Fancy Food
• Why big retailers plan shelf resets up to a year in advance, and how that timeline actually works in a founder's favor
• Why staying in touch with retailers and buyers without always having an ask builds real, lasting relationships
• Why Jacob believes packaging is the single most important investment an emerging brand can make
• How Bagelverse is being intentional about which retailers to pursue first, rather than chasing every opportunity
• Where to find Bagelverse today, from NYC pop-ups to the brand's farmer's market side project, Little Bagel

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more.

Just text CPG to 833-605-7002 and we'll get in touch.

Episode Links:

• Jacob Cooper LinkedIn:https://www.linkedin.com/in/pizzabagel-guy
• Bagelverse LinkedIn:https://www.linkedin.com/company/thebagelverse/home
• Bagelverse Website:https://www.thebagelverse.com
• Bagelverse Instagram:@pizzabagel.nyc

Don'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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to "Transcript" at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Caitlin's LinkedIn:https://www.linkedin.com/in/caitlinbricker/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Amanda Puck, Vice President of Communications and Brand Development for Roundy's, for the "Mariano's 101" episode listeners have been asking for.

Amanda has been with Mariano's since 2014, working in the grocery retail business after years in restaurants and a lifelong love of grocery shopping that started as a kid clipping coupons with her grandmother. Today she leads communications, brand strategy, and community engagement for Mariano's and Metro Market, both banners of Kroger with deep Midwest roots dating back 150 years to Roundy's founding.

Daniel and Amanda dig into what makes Mariano's feel like a European-style food discovery market, how the team runs its twice-yearly "What's Next at Mariano's" local vendor search, the exact requirements brands need (a GS1 barcode, a distributor, a sampling plan) to get considered, and real examples of local brands, from Ava's Pet Palace to Caruso Provisions, that found success on Mariano's shelves.

Listen in as they discuss:

• What makes Mariano's and Metro Market feel like a European-style food discovery market
• Midwest-specific food trends, from cheese and cheese curds to frozen pizza and Chicago classics
• How Mariano's meets customers wherever they are, from quick app pickup orders to in-store discovery
• How Mariano's shows up for the community, including partnerships with local nonprofits and chefs
• The twice-yearly "What's Next at Mariano's" and "What's Next at Metro Market" vendor search program
• The core requirements every local brand needs before pitching, including a GS1 barcode and a distributor
• Why grassroots in-store sampling remains one of the most effective ways to drive real sales conversion
• Real success stories from local vendors, including Ava's Pet Palace, Laos to Your House, and Caruso Provisions
• The distributors Mariano's works with most often, including KeHE, Norman, and JFI
• What categories and trends Mariano's is most excited about right now, from protein snacks to pet food

Episode Links:

• Amanda Puck LinkedIn:https://www.linkedin.com/in/amanda-puck-2734745
• Amanda Puck Instagram:@amandapuck
• Mariano's LinkedIn:https://www.linkedin.com/company/mariano's/home
• Mariano's Website:https://www.marianos.com/www.marianos.comMariano's Instagram:@marianosmarket
• Local vendor inquiries: welovelocal@roundys.com

Don'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 podcasthere (click on the episode and toggle to "Transcript" at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Daniel's LinkedIn:https://www.linkedin.com/in/danscharff
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Investor Spotlight, host Hannah Dittman sits down with Tara Hyland, Principal at Main Post Partners, to break down how growth equity differs from venture capital and what founders should understand about building an enduring consumer business.

Tara's path to Main Post started in investment banking on a consumer-focused food and beverage team, followed by a move into private equity at Swander Pace Capital. She joined Main Post, a consumer-focused private equity firm known for its "partnership not ownership" philosophy, in 2020, and works primarily with founder-led businesses navigating their first institutional capital raise.

Hannah and Tara dig into the key pillars Main Post considers during diligence, why management team strength is so critical to an investment decision, what investors actually mean when they call a company a "lifestyle business," how investors evaluate exit potential, and what separates a great business from one that's truly ready for institutional capital.

Listen in as they discuss:

• How Main Post's growth equity approach differs from venture capital and private equity
• The firm's investment criteria, check sizes, and its "partnership not ownership" philosophy
• The Main Post mentorship group, and how the firm supports founders beyond just capital
• What exit potential really means, and how investors evaluate a business's remaining "white space"
• The financial benchmarks (growth rate, gross margin, differentiation) common across Main Post's successful exits
• Why a strong, scalable management team matters as much as the product itself
• The difference between a strategic buyer looking for portfolio protection versus a true portfolio gap
• What Main Post looks for in early diligence conversations, from brand differentiation to founder buy-in
• Why omnichannel presence, not just strong DTC metrics, has become critical for CPG investment today
• What investors mean by a "lifestyle business," and why it isn't necessarily a bad thing

Episode Links:

• Tara Hyland LinkedIn:http://www.linkedin.com/in/tara-hyland-60a94021
• Main Post Partners LinkedIn:http://www.linkedin.com/company/mainpostpartners/home
• Main Post Partners Website:http://www.mainpostpartners.com
• Contact Tara directly: thyland@mainpostpartners.com

Don'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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to "Transcript" at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Hannah's LinkedIn:https://www.linkedin.com/in/hannah-dittman-011b844b
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this Founder Feature, host Caitlin Bricker sits down with Jane Kate Wong, founder of Noon World, a cognitive wellness company making dual-layer gummies designed for mind, mood, focus, chill, and sleep.

Jane's path to Noon ran through architecture, where she designed urban planning projects, high-end residential and commercial spaces, and cultural centers, before moving into interaction design at Nike, Google, and Apple. After burning out from that work, she built Noon as a culmination of her interests in design, technology, and health, focused on what she believes is the next frontier of wellness: cognition. Her design background shows up everywhere in the brand, from the minimalist, neuro-aesthetic booth that stood out at Expo West 2025 to the scientifically engineered dual-layer gummy format built for better bioavailability.

Caitlin and Jane dig into why Noon deliberately avoided conventional grocery retail early on, what led to a nationwide Target rollout instead, how the brand uses UGC and partnerships with names like Valentino and Adidas to build trust without traditional in-store demos, and why she believes patience and integrity, not fast wins, are what will separate lasting wellness brands from the rest.

Listen in as they discuss:

• What Noon World is, and how it's built around cognitive wellness rather than a single use case
• The neuro-aesthetic thinking behind Noon's standout, minimalist Expo West 2025 booth
• How Jane's background in architecture and interaction design at Nike, Google, and Apple shapes Noon's product philosophy
• Why Noon's dual-layer, dual-cast gummy format was engineered for better ingredient loading and faster absorption
• Why Noon initially failed at conventional grocery retail, and what that taught Jane about her category
• How Noon's nationwide Target rollout differs from a typical CPG retail launch strategy
• Why Noon relies on UGC and partnerships (like one with Hummingbirds) instead of in-store demos to educate shoppers
• The unconventional brand partnerships Noon has built with Valentino, Adidas, Goop, and others
• The difference between "optimizing" and "calibrating" your mind, and how that shapes Noon's product design
• Jane's advice to wellness founders: hold onto integrity and long-term thinking in a crowded, trend-driven category

Want to connect with buyers, investors, and industry experts in real time?

Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more.

Just text CPG to 833-605-7002 and we'll get in touch.

Episode Links:

• Jane Kate Wong LinkedIn:https://www.linkedin.com/in/janekatewong
• Noon World LinkedIn:https://www.linkedin.com/company/noonworld
• Noon World Website:https://www.noon.world
• Noon World Instagram:@itsnoon.world

Don'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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to "Transcript" at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Caitlin's LinkedIn:https://www.linkedin.com/in/caitlinbricker/
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with his longtime friend Gulrez Arora, founder of Gymkhana Fine Foods, the retail brand born out of London's two-Michelin-star Gymkhana restaurant, to talk about building a global premium Indian food brand from scratch.

Gulrez and Daniel first met working together at Mars, where Gulrez spent nearly a decade in strategy roles across Asia Pacific chocolate and later ran an internal innovation and venture studio program. That experience taught him how hard it is to manufacture true founder energy inside a large corporation, and eventually led him to London, where a chance introduction to the founders of JKS Restaurant Group (the team behind Gymkhana) sparked the idea of bringing the restaurant's uncompromising culinary standard into center store.

Daniel and Gulrez dig into the year-long process of translating Gymkhana's restaurant recipes into shelf-stable products without cutting corners, the hybrid in-house and co-packed manufacturing model built to protect quality, why the brand has driven outsized category growth and incrementality everywhere it launches, and how lessons from Mars and consulting shaped Gulrez's approach to scaling in both the UK and the US.

Listen in as they discuss:

• How Gulrez's decade at Mars, including running an internal venture studio, shaped his instincts as a founder
• The serendipitous introduction to JKS Restaurant Group that led to the Gymkhana retail partnership
• Why the team waited over a year to launch, refusing to bring a product to market they weren't fully proud of
• The multi-layered, restaurant-style cooking process behind Gymkhana's sauces, and why there are no shortcuts
• The hybrid manufacturing model, with 40 to 50% of products made in-house and the rest co-packed
• Gymkhana's current product lineup, from simmer sauces to marinades, and what's coming next
• Why the brand has driven 900% category growth in the UK, with the majority of sales fully incremental
• How Gymkhana's in-store activation strategy, especially near meat and poultry, drives trial and repeat purchase
• The differences between building awareness in the UK versus the US, where Indian food is less culturally embedded
• Gymkhana's $8.5 million Series A with CAVU Ventures, and how that partnership has shaped the brand's growth

Episode Links:

• Gulrez Arora LinkedIn:https://www.linkedin.com/in/gulrez-arora-2b40208
• Gymkhana Fine Foods LinkedIn:https://www.linkedin.com/company/gymkhana-fine-foods-ltd
• Gymkhana Fine Foods Website:https://www.gymkhanafinefoods.com
• Gymkhana Fine Foods Instagram:@gymkhanafinefoods

Don'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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to "Transcript" at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Daniel's LinkedIn:https://www.linkedin.com/in/danscharff
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics

In this episode of R&D Radio, host Adam Yee sits down with longtime friend Thom King, Founder and Chief Innovation Officer of Icon Foods, for a deep dive on sweetener systems from a food scientist's perspective.

Thom founded Icon Foods in 1999 (originally as Steviva Brands), becoming one of the first companies to import stevia glycosides into the US. After partnering with Quest Nutrition on their first bar, the company shifted fully into ingredient supply, eventually rebranding to Icon Foods and expanding into rare sugars, fibers, and polyols. Thom holds a Master's degree in Food Science from Cornell and has spent decades helping brands solve one of the industry's toughest problems: removing sugar without sacrificing taste, texture, or consumer acceptance.

Adam and Thom break down the eight functions of sugar beyond sweetness, why fiber stacking (as seen in brands like Olipop) helps avoid gut discomfort while boosting mouthfeel, and how sweeteners like erythritol, allulose, and tagatose each behave differently in formulation. They also dig into supply chain timing, tariffs, and Thom's practical advice for founders working with a formulator versus experimenting solo in the kitchen.

Listen in as they discuss:

• The eight core functions of sugar that formulators have to account for beyond sweetness
• Why fiber stacking, like Olipop's approach, helps avoid GI discomfort while replicating sugar's viscosity
• A breakdown of common alternative sweeteners, including erythritol, allulose, and monk fruit, and where each works best
• Why stacking sweeteners (like erythritol with allulose and a high-intensity sweetener) often beats using just one
• How monk fruit and stevia combined can actually mask each other's bitter off-notes
• What tagatose is, how it’s made from lactose, and why it scorches faster than other reducing sugars in baked goods
• Why allulose not being accepted at Whole Foods may matter less than founders think, and why Target can be a stronger retail runway
• Why vegetable glycerin is an underrated tool for preventing bars and baked goods from going stale or crumbly
• How protein-based sweetness modulators like thaumatin work, and why they need a sweetener backbone to succeed
• The supply chain outlook for monk fruit, stevia, allulose, tagatose, and erythritol, including when to buy monk fruit and why to start planning 2027 purchases now
• Why founders should work with a professional formulator rather than scaling a kitchen recipe directly

Episode Links:

• Thom King LinkedIn:https://www.linkedin.com/in/iconicthom
• Icon Foods LinkedIn:https://www.linkedin.com/company/icon-foods-ingredients
• Icon Foods Website:https://www.iconfoods.com
• Icon Foods Facebook:https://www.facebook.com/iconfoodsingredients
• Contact Thom directly: thom.king@iconfoods.com

Don'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, visithttp://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcasthere (click on the episode and toggle to "Transcript" at the top)
• Join theStartup CPG Slack community (40K+ members and growing!)
• Follow@startupcpg
• Visit host Adam'sLinkedIn
• Questions or comments about the episode? Email podcast@startupcpg.com
• Episode music bySuper Fantastics