It's All Happening : Women In CPG

Epizode

• 
  S4 Ep50: Season 4 Recap & Signing Off To R&R For The Summer 28.06.2026 30min

   It's the Season 4 finale and we're going out with a bang! In this solo episode, Danielle takes you on a whirlwind victory lap through every single conversation of the season, from cottage cheese dips and heritage grain cake mixes to dirty martinis, designer sponges, and shelf-stable kids' meals you make with just hot water. Sixteen brilliant women in CPG, sixteen brands solving real problems, and a season's worth of strategy, mindset shifts, and "okay, write that down" moments packed into one bingeable recap. Whether you caught every episode or you've got some catching up to do, consider this your ultimate Season 4 cheat sheet. And then... the news! Danielle's signing off for the summer to travel, slow down, and soak up time with her kids, but don't worry, this is a "see you soon," not a goodbye. She'll be back in late August with Season 5 (the lineup is going to be unreal) plus a brand-new cohort of Launch Lab. So hit follow, finish those episodes you missed, and tell a founder friend. Until then, keep building, keep going, and remember: it's all happening.It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep49: CRUNO : The Farmers Market Granola Brand That Got A Major Glow Up 21.06.2026 31min

  After spending more than a decade in tech helping companies grow and maximize ROI, Yuliya Wilson felt called to build something of her own. Something that aligned with her passion for nutrition, wellness, and creating products that genuinely help people feel their best. What started as homemade granola shared with friends and family evolved into Cruno, a premium granola brand known for its bold flavors and thoughtfully sourced, anti-inflammatory ingredients.Yuliya launched Cruno at local farmers markets in Northern California, where she built a loyal customer base one conversation, one sample, and one bag at a time. Those early market days became the foundation for the brand, providing direct feedback from customers and helping shape everything from product development to packaging and positioning.Today, Cruno has grown beyond the farmers market, evolving into a CPG brand while staying true to its original mission. Yuliya now splits her time between developing new recipes, growing the business, and navigating the challenges and rewards of entrepreneurship. Her journey is a testament to the idea that careers don’t have to follow a straight line and that sometimes the biggest opportunities come from betting on yourself. Follow Cruno on Instagram. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep48: Nomie: The Challenge Of Building A Kids Meal Solution 13.06.2026 38min

  Roopa Annadatha is the founder of Nomie, a line of organic pantry meals for kids: shelf-stable, complete, and ready in ten minutes with just hot water. The meals don't require a fridge, microwave, or cooking.Before Nomie, Roopa spent 15 years managing operations and supply chain at Apple, Microsoft, and Peloton, bringing new products to market at scale.After her son became a toddler and started eating real meals, she felt the tension so many parents know: the pressure between wanting to feed him well and not having the time. She'd reach for frozen meals, pouches, and snacks that didn't give him the nutrition he needed. Then came the breaking point: an 8-hour flight where he survived on just Goldfish and pretzels. In that moment, she wanted an actual meal she could grab as fast as a snack. That's what sparked Nomie.She spent the next year working with families and pediatric nutritionists to create a complete meal packed with protein, fiber, and veggies that requires zero cooking. What surprised her was where she ended up using it, not just on planes, but at home. The 5:30 scramble. The gap between school and dinner. It became her family's everyday trusted option.Nomie launches in summer 2026, beginning with DTC and retail to follow.Follow Nomie on InstagramIt's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep47: How Purple Drop Is Bringing Peru’s Beloved Chicha Morada to American Consumers 06.06.2026 38min

  Maria Velasquez is the founder of The Purple Drop, a vibrant beverage brand modernizing Peru’s beloved chicha morada for a new generation. Before entering the beverage industry, Maria spent more than a decade leading marketing and demand generation for enterprise technology and cybersecurity companies, building high-growth programs, global campaigns, and brand strategies across the B2B tech space.After years in tech, Maria traded software for sips and co-founded The Purple Drop with her husband Roger, inspired by his family’s homemade chicha morada recipe and a transformative trip to Peru. Built from purple corn, real fruit, and warming spices, The Purple Drop brings an ancient Peruvian tradition into a clean, ready-to-drink format designed for modern consumers.As a Moroccan-born founder raising a multicultural family with Peruvian traditions at the center of the table, Maria is passionate about using food and beverage to connect people to culture, storytelling, and shared experiences. Today, she’s building a bold, culture-forward beverage brand that celebrates Peru’s rich culinary heritage while supporting the communities and farmers behind its iconic ingredients.Follow The Purple Drop on Instagram. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep46: Birdie Bakes : How two moms are building a brand that solves a real problem 30.05.2026 43min

  Birdie Bakes Co makes the first easy-to-bake muffin mix with real fruits and veggies in every bite.Founded by two moms, Victoria Tawney and Katie Nugent who know the challenge of feeding kids well while juggling everyday life. Like so many parents, they wanted to get more fruits, veggies, fiber, and protein into their kids’ diets. Muffins were one of the only guaranteed yeses, but the options weren’t good enough. Baking from scratch was messy and time-consuming, and store-bought mixes lacked real nutrition.So they created what didn’t exist.Made with real ingredients like banana, apple, carrot, and sweet potato, Birdie Bakes Co mixes deliver fiber, protein, and nutrition from real food. They’re loved by kids, genuinely easy to make and designed to be fail-proof for busy families.  And with 50% less sugar than most leading mixes, they’re something parents feel good about serving.Birdie Bakes Co is built on keeping things simple, honest, and always fun proving that nourishing your family doesn’t have to be complicated or boring. Follow Birdie Bakes on Instagram. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep45: Growing A Cottage Cheese Pudding Brand With The Founder Of Curd 24.05.2026 36min

  Monica McClellan is the founder of Curd, a modern take on pudding made from real cottage cheese. She started the company during her postpartum period, when she was looking for foods that were both deeply nourishing and genuinely satisfying, but kept coming up short.Frustrated by options that leaned heavily on protein powders, artificial ingredients, or didn’t actually keep her full, Monica set out to create something better. Curd was born from that need: a high-protein, fiber-rich pudding made from real, whole ingredients that feels indulgent, but supports how you actually want to eat.With over a decade of experience in marketing and product strategy, Monica has spent her career launching and scaling products, but Curd is her first venture building something entirely her own. She’s currently bringing the brand to market through early retail launches and partnerships, with a mission to make nostalgic foods genuinely nourishing again. Follow Curd on Instagram.It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep44: Yes Way Rosé Growth Story 18.05.2026 35min

  Erica Small and Nikki Huganir are the co-founders of Yes Way Rosé, a modern wine brand rooted in creativity, community, and female friendship. The lifelong friends launched the brand in 2013, first building a highly engaged online audience and lifestyle community before introducing their first wine in 2018. Today, Yes Way Rosé has grown into one of the leading rosé brands in the U.S., with more than 13 million bottles sold to date and a portfolio spanning still, sparkling, canned, and non-alcoholic wines.Drawing from backgrounds in editorial, fashion, graphic design, and creative direction, Erica and Nikki built Yes Way Rosé with a distinct point of view that helped redefine what a modern wine brand could look and feel like. Erica’s experience as a fashion editor and writer for publications including Interview, Esquire, Glamour, and The New York Times informed the brand’s voice and cultural relevance, while Nikki’s background in design and art direction shaped its instantly recognizable visual identity and aesthetic world.Together, they have grown Yes Way Rosé into a category-defining brand known for its crisp, dry French rosé, strong creative vision, and loyal community. They are also the co-authors of Yes Way Rosé: A Guide to the Pink Wine State of Mind. The brand has been featured in Forbes, Food & Wine, Vogue, Wine Enthusiast, Cosmopolitan, InStyle, Cherry Bombe, and more. Erica lives in Los Angeles with her husband and son, and Nikki lives in Baltimore with her husband and two daughters. Follow Yes Way Rosé on Instagram. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep43: How to have a standout launch with Amrit Richmond of Indie CPG 10.05.2026 42min

  Amrit Richmond is a strategist who studies consumer goods for work and play. You can find her on Instagram at @indiecpg where she creates content and community for humans building brands. Reach out to her when you're launching something new or if you want to meet like-minded founders to collaborate with on your next flavor, product, event or campaign. It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep42: Building Emma's Snacks with Emma Weeden 02.05.2026 31min

  Emma Weeden is the founder of Emma's Snacks, a Los Angeles-based snack brand known for its chocolate-covered potato chips made with kettle-cooked chips and high-quality, thoughtfully sourced ingredients. She started the company while working a full-time job, building it from the ground up through grassroots sampling, organic marketing, and early retail partnerships. What sets Emma's Snacks apart is its commitment to clean, whole-food ingredients — think organic fair trade chocolate, avocado oil instead of seed oils, and no natural flavors or additives — proving that indulgence and intention don't have to be mutually exclusive. Emma spotted a gap in a category that had been largely untouched by the better-for-you movement and set out to upgrade every part of the chocolate-covered chip, from the oil it's fried in to the chocolate it's dipped in. Emma's Snacks is focused on redefining indulgent snacking with a premium, modern approach. Follow Emma's Snacks on Instagram.It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep41: Drinking dirty martinis like it's her job - Nikta Mansouri of La Saum 25.04.2026 40min

  Nikta Mansouri is the Founder and CEO of La Saum, the Los Angeles-based dirty martini brand she launched in 2025. La Saum is built around the idea that the martini is more than a drink, it's a ritual, a mood, and increasingly, a cultural signal. The brand sits at the intersection of taste and intention, for the thoughtful consumer. Before founding La Saum, Nikta spent nearly a decade in entertainment, working at Gloria Sanchez Productions and Saturday Night Live, where she developed a sharp eye for culture and what makes something feel undeniably of-the-moment. She holds a dual degree from NYU's Tisch School and Stern School. Her dog’s name is Humphrey Bogart. Follow La Saum on Instagram.  It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep40: The fast launch that put Noodo on the map with Liana Krasnow 18.04.2026 41min

  Liana Krasnow is the co-founder of Noodo, a better-for-you sauce brand reimagining pantry staples with clean, functional ingredients, featuring bone broth as a core component for added nutrition and depth of flavor. She is building the company alongside her dad, Enzo, combining family roots with a modern approach to food. With a passion for wellness and entrepreneurship, Liana has taken Noodo from concept to retail shelves, sharing an honest look at what it takes to grow a brand from the ground up.In this episode:  How Liana and Enzo have evolved and commercialized the family recipe  The lightspeed branding job that put Noodo on the map at Expo West  The strategy behind the regional distribution approach that the brand is taking  It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep39: Building Afternoon Toast with Kimmy Pace 11.04.2026 37min

  Afternoon Toast was founded by Kimmy Pace, a technology audit consultant turned beverage founder whose lifelong health challenges inspired a line of ready-to-drink teas that support digestion and effortless hydration.Crafted from steeped ginger, roasted barley, and water, Afternoon Toast has a slightly nutty, toasty, and warming flavor. Gentle on the gut, it helps ease bloating and supports digestion with a touch of natural fiber— all without caffeine, sugar, or carbonation.For Kimmy who has managed chronic dehydration since childhood, the brand was born from a search for a nourishing way to stay hydrated. With a sensitive gut, she found most electrolyte or “better-for-you” drinks too sugary, carbonated, or hard to digest. After reading a novel about a Korean family who drank roasted barley tea, she began brewing her own at home and fell in love with its subtle taste and soothing benefits.By day, Kimmy leads IPO-readiness consulting projects for global consumer products and manufacturing companies, ensuring their financial data is secure.and investor-ready. That same precision now informs her approach to building Afternoon Toast, blending her expertise with a deep personal commitment to better-for-you beverages.Now a staple on her table, Afternoon Toast reflects Kimmy’s desire for a beverage that’s more interesting than water, gentle on the stomach, and easy to sip all day and pair beautifully with meals.In this episode we cover:  Who Afternoon Toast is for The unique challenges of building a tea product with multiple manufacturing steps Why Kimmy is choosing to keep her corporate job for now Follow Afternoon Toast on InstagramIt's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep38: Behind the Scenes : Gina Moore of Pantry Gems 05.04.2026 41min

  Gina Moore is the founder of Pantry Gems, a modern pantry brand on a mission to solve the very specific, very relatable problem of leftover tomato paste. Pantry Gems creates perfectly portioned tablespoons of organic tomato paste so home cooks can use exactly what they need without wasting the rest. Gina is based in San Diego and is a mom of three young kids. She is building the brand from the ground up while sharing her journey on socials. When she’s not working on Pantry Gems, she’s walking her dog Ravioli, talking about tomatoes on the internet, or cooking for her family.It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep37: Dentist & CPG founder : How MITTS is disrupting the sponge category 21.03.2026 48min

  Daniele Orellana is the co-founder of Mitts, a design-forward brand creating sleek, non-abrasive sponges for delicate glassware and fine kitchen tools. By day, she works full-time as a pediatric dentist and serves as an attending at a hospital in Brooklyn. Alongside her clinical career, she also helps run Mitts, leading efforts across marketing, social media, and partnerships.The daughter of immigrants who arrived in the U.S. in the late 1980s, Daniele grew up learning how to navigate unfamiliar systems, ask bold questions, and carve her own path. That early independence shaped the scrappy, fearless mindset she brings to entrepreneurship today—despite having no prior experience in the industry.As a first-generation founder, she didn’t grow up surrounded by entrepreneurs or startup culture. Instead, she built Mitts from the ground up while balancing a demanding medical career. What started as a point of frustration—broken wine glasses, unattractive sponges, and a lack of well-designed options—sparked the idea for the brand.Today, Mitts is a reflection of that journey: practical, thoughtful, and design-driven. While she continues to figure things out in real time, Daniele is guided by a clear belief that even the most everyday objects deserve intentional, beautiful design.In this episode:  How Daniele and her husband started Lessons learned as founders not familiar with the CPG industry  How they have grown organically and taken an approach that worrks for them and their lifestyle It's All Happening WebsiteIt's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep36: Olive Oil Obsession with Sandra Diez of BRISCA 16.03.2026 38min

  Sandra Diez is the founder of BRISCA, a premium Spanish extra virgin olive oil brand bringing the culture and flavor of Mediterranean olive oil to the American table.Originally from Barcelona, Spain and now based in Portland, Oregon, Sandra created BRISCA after realizing that in the U.S., olive oil is often treated as a background ingredient rather than something to savor. She set out to change that by producing small-batch oils made from olives milled the very same day they are harvested, preserving freshness, flavor, and the traditions of Spanish olive oil making.Through BRISCA, Sandra is on a mission to help people rediscover olive oil as a central part of the table, not just something to cook with, but something to taste, share, and enjoy together. Inspired by the Mediterranean tradition of sobremesa, the time spent lingering around the table after a meal, BRISCA celebrates food, conversation, and connection.Since launching, BRISCA has been featured in national publications including Food & Wine and Vogue and has been growing across specialty retailers, markets, and direct-to-consumer channels throughout the United States.Sandra lives in Portland with her husband and four children, and when she is not building BRISCA, you will likely find her cooking, hosting friends, or planning the next gathering around the table.In this episode we cover:  Why Sandra decided to bring such a high quality ingredient to American homes.  Some of the people Sandra worked with to launch her brand.  How she's keeping things scrappy and discovering alternative sales channels to grow the brand.  Follow BRISCA on Instagram BRISCA Website It's All Happening Website It's All Happening Instagram Follow Danielle on LinkedinLaunch Lab
• 
  S4 Ep35: How to Show Up at Expo West & Get Real ROI 27.02.2026 24min

  In this episode, we break down how to actually get a return on your investment at Expo West — and it’s not just about buyer meetings or badge scans. Using our Expo West itinerary as a guide, we talk through how to approach everything from the Innovation Summit and Pitch Slam to CPG Sisterhood, Ladies Lounge, Anti-Expo, and the after-hours house parties with real strategy and intention. The biggest takeaway? ROI at Expo is built through proximity and community. The founders who win aren’t standing on the sidelines — they’re putting themselves in the middle of conversations, building relationships before they “need” them, making introductions, and becoming part of the ecosystem. This episode will help you shift from short-term transactional thinking to long-term momentum building, so you leave Expo with more than leads — you leave with positioning, visibility, and real community equity that compounds long after the show floor closes.Links to events mentioned in this episode: Expo West new Hope Innovation SummitNaturally Network HERESnaxshot & Misfits Party HERE CPG Sisterhood Social HERE America's Next Top Snack HERE Startup CPG Ally Rally HERE Ladies Lounge HERE Anti Expo HERE cpg house party HERE  It's All Happening WebsiteRegister for Launch LabFollow Us On InstagramDanielle on Linkedin
• 
  S4 Ep34: How a Wedding Cake Obsession Turned Into a Launch at Central Market 13.02.2026 36min

  Alyssa Fernandez is the founder of Ollin, a cake mix company that is making cakes real again with better grains. She's bringing stone-milled heritage wheat from Texas farmers to your kitchen— because gluten isn't the problem, it's what we did to it.Ollin (pronounced all-in) is a Nahuatl word meaning "movement" or "to come full circle"—which is exactly what Alyssa is doing with baking. She's calling a truce with gluten by bringing heritage grains back where they belong: in your kitchen, at your celebrations, on your Sunday table.Every box is hand-packed in North Texas. Every grain is sourced from Texas farms. Every cake you bake tells a story—one that connects culture with celebration, tradition with taste, and Texas soil with your table.Follow Ollin on InstagramIt's All Happening WebsiteRegister for Launch LabRegister for our Free Power Hour Workshop on 2/26 Follow Us On InstagramDanielle on Linkedin
• 
  S4 Ep33: High-Protein, No Compromises: How COTTO Is Changing the Dip Game 06.02.2026 36min

  Cotto reimagines classic dips with high-protein whipped cottage cheese and clean, simple ingredients to create lighter, fresher versions of nostalgic flavors. Designed to be enjoyed straight from the container, added to everyday meals, or shared with friends, Cotto brings ease, elevated flavor, and clean protein to modern eating.Founded by Kendall Kransdorf, Cotto was inspired by her journey to recreate classic foods with wholesome ingredients that supported her wellbeing. After her cottage cheese–based dips became favorites among friends and family, she realized there was an opportunity for a new kind of dip—nostalgic, delicious, and genuinely better-for-you.Kendall brings deep CPG experience to the brand, from strategy work with major retailers at Boston Consulting Group to hands-on product development with food scientists and co-manufacturers at a supplement startup. She brings this expertise and passion to Cotto.Follow COTTO on Instagram COTTO WebsiteKendall Kransdorf on LinkedinRegister for Lab Lab Live Register for the Launch CourseFollow It's All Happening on Instagram Danielle Calabrese on Linkedin It's All Happening Website
• 
  S4 Ep32: Welcome Back To Season 4! 05.02.2026 10min

  With 16+ years in CPG, Danielle has scaled brands from zero to $40M, revived a legacy brand, guided 100+ brands to $75M+ in sales, and secured hundreds of SKUs with top distributors and retailers.It’s All Happening™ was built for founders who refuse to watch from the sidelines. From the CPG School to the high-touch Brand Catalyst Advisory, everything is powered by the proprietary IAH Launch Formula™. Build sales and marketing systems that drive velocity, repeat purchase and increase company valuation is what we do. This isn’t a theory, it’s the proven path to shelf, margin, and scale. It's All Happening Website Register for Launch Lab Follow Us On InstagramDanielle on Linkedin
• 
  S3 Ep31: How Hummingbirds is Turning Everyday Fans into a Marketing Engine 17.10.2025 40min

  Emily Steele is the CEO and cofounder of Hummingbirds, a venture-backed platform that connects CPG brands with over 30,000 everyday content creators. With a deep belief in the power of authentic partnerships, Emily and team have scaled Hummingbirds to dozens of U.S. cities, helping brands drive shelf-level awareness by matching them with creators eager to try & share their products with friends.Hummingbirds IGHummingbirds WebsiteIt's All Happening WebsiteLaunch Lab Enrollment Follow Us On InstagramBook Your 1:1 Profit Plan