The Startup CPG Podcast

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  #266: Building an Organic Social Media Following with Lindzi Shanks, XO Marshmallow 15.09.2026 36мин

  In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Lindzi Shanks, founder and CEO of XO Marshmallow, to unpack how she built an organic social following of 1.4 million across platforms and turned it into real, trackable sales.Lindzi started XO Marshmallow 10 years ago with a background as an influencer and blogger, designing the brand from day one to be visually shareable. As short-form video took off, she realized the marshmallow-making process itself was perfectly suited to content, from ASMR-style pulling and pouring to behind-the-scenes factory footage. That instinct, paired with a willingness to constantly experiment and adapt, has turned XO into one of the most recognizable brands in confectionery, generating millions in revenue through social content and more than $2 million in TikTok Shop sales alone.Daniel and Lindzi dig into how each platform (TikTok, Instagram, YouTube, and Facebook) plays a completely different role in her strategy, how she turned a single negative comment into a 26-million-view video and a still-converting ad, why viral views don't always translate to sales, and how she batches content, keeps customers coming back, and now approaches an upcoming retail expansion.Listen in as they discuss:Why Lindzi designed XO Marshmallow to be visually shareable from day one, before short-form video existedHow TikTok, Instagram, and YouTube each reward completely different types of contentWhy "blame your content, not the algorithm" when something stops performingHow a single negative TikTok comment turned into a 26-million-view video and a still-converting adWhy viral views don't always translate into sales, and which platforms actually drive purchasesHow XO Marshmallow batches content one day a week and uses a freelance editor to scale outputWhy reusing years of old B-roll footage can create content that feels brand newHow XO Marshmallow drives repeat purchases and reorder rates through community programs like Troop XO and Camp CapWhy TikTok Shop customers are hard to retain, and how postcards and discount inserts help win them backWhy XO Marshmallow is redesigning its packaging and shelf life ahead of a retail expansionEpisode Links:Lindzi Shanks LinkedIn: www.linkedin.com/in/lindzi-shanks-6689b6101Lindzi Shanks Instagram: @lindzi.shanksXO Marshmallow LinkedIn: www.linkedin.com/company/xo-marshmallowXO Marshmallow Website: www.xomarshmallow.comXO Marshmallow Instagram: @xo.marshmallowXO Marshmallow Facebook: www.facebook.com/xomarshmallowXO Marshmallow YouTube: xomarshmallowXO Marshmallow Pinterest: za.pinterest.com/xomarshmallowXO Marshmallow TikTok: @xo.marshmallowDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (40K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics
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  R&D RADIO: How Startup CPG's Product Developer Database Helped This Founder Reformulate 14.09.2026 25мин

  In this episode of R&D Radio, host Adam Yee sits down with Drake Nickell, founder of Dimitri's Greek Kitchen, to talk through how he used Startup CPG's Product Developer Database to find the right partner for reformulating his brand's pita chips.Drake and his sister built Dimitri's Greek Kitchen around traditional Greek and Mediterranean snacks with a modern twist, starting with whipped feta before pivoting into pita chips after finding a manufacturing partner who could bring the product to life. With the chips now in over 300 stores, including all 189 Jewel-Osco locations across Illinois, Drake turned to the Product Developer Database to level up the product with a well-defined scope of work rather than spending months experimenting in his own kitchen.Adam and Drake dig into how Drake filtered and vetted eight different product developers, why having a clear scope of work upfront made those conversations more efficient, how founders and food scientists can use shared reference points like well-known snack brands to communicate flavor and texture, and what "soft skills" mattered most in choosing the right long-term partner.Listen in as they discuss:How Drake and his sister built Dimitri's Greek Kitchen around whipped feta and pita chipsWhy a viral TikTok moment around spicy whipped feta helped validate the product ideaHow Drake used Startup CPG's Product Developer Database to find and filter relevant expertsWhy having a clearly defined scope of work made his vetting conversations far more efficientWhat matters most when choosing a product developer beyond price, including communication style and personality fitWhy quick follow-up and pricing transparency were strong signals in choosing the right partnerHow food scientists use a "gold standard" reference product to reverse-engineer texture and flavorHow Drake described mouthfeel and flavor using widely available snack brands as a shared reference pointWhy founders shouldn't take early "no's" from experts personally, even when they stingWhat's next for Dimitri's Greek Kitchen, including new pita chip flavors and a whipped feta relaunchEpisode Links:Drake Nickell LinkedIn: www.linkedin.com/in/drake-nickell-267b54161Dimitri's Greek Kitchen Website: www.dimitrisgreeksnacks.comDimitri's Greek Kitchen Instagram: @dimitrispitachips  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 podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (40K+ members and growing!)Follow @startupcpg Visit host Adam's LinkedInQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics
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  How Whole Foods Invests in Emerging Brands with Ellen Gorra 12.09.2026 30мин

  In this Investor Spotlight, host Hannah Dittman sits down with Ellen Gorra of Whole Foods Market, who leads the retailer's equity investment and warrant partnership programs, to unpack how one of the industry's most influential retailers evaluates, invests in, and supports emerging brands.Ellen's path to Whole Foods wound through equity research at Piper Sandler, buy-side coverage of hedge funds and private equity, and a stint at L Catterton in Asia, where she helped lead an $80 million investment in K-pop entertainment company YG Entertainment. After a brief detour into music at Live Nation, she found her way back to consumer - this time in food - and has been investing in and partnering with emerging brands at Whole Foods ever since.Hannah and Ellen dig into how Whole Foods' equity and warrant programs actually work, how the warrant program ties brand sales to charitable giving through the Whole Foods Market Foundation, what trends are shaping the perishables category right now, and what founders should understand about underwriting a return before pitching an investor.Listen in as they discuss:How Whole Foods' equity investment program differs from its warrant partnership programWhy proceeds from Whole Foods' equity stakes are donated to the Whole Foods Market Foundation when a brand exitsWhat stage and category of brands Whole Foods typically targets for equity vs. warrant dealsEmerging trends in perishables, including branded produce varieties and flavor-forward breedingWhat Whole Foods looks for when evaluating a brand's exit potential before entering a warrant partnershipHow founders can "underwrite" their own return for potential investors, including EBITDA benchmarks and typical return multiplesWhy revenue thresholds for a strategic acquisition have risen in recent yearsWhat Ellen wishes founders understood about communication and transparency with their Whole Foods merchantEllen's advice on getting noticed by investors, including keeping outreach short and having a clear product roadmapEllen's career lessons, from cap table math to navigating LinkedIn's highlight reel cultureEpisode Links:Ellen Gorra LinkedIn: www.linkedin.com/in/ellengorraWhole Foods Market LinkedIn: www.linkedin.com/company/whole-foods-market/homeWhole Foods Market Website: www.wholefoods.comWhole Foods Market Instagram: @wholefoodsDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: http://www.linkedin.com/in/hannah-dittman-011b844b/Questions or comments about the episode? Email [email protected] music by Super Fantastics
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  Tallow, Trust, and Testing: Inside My Neighbor's Rapid Growth 11.09.2026 30мин

  In this Founder Feature, host Caitlin Bricker sits down with Harri Magaldi, founder of My Neighbor's, a regenerative tallow and vegan skincare brand manufactured in-house in the Hudson Valley.Harri left nine years on Wall Street after her daughter developed eczema as a baby. Unable to find anything that worked, she started making beef tallow balm at home in a crock pot using suet from a local farm, initially just to help her own daughter and as gifts for friends. After encouragement from other moms, she launched at the Hudson Farmer's Market in May 2024, selling $4,000 worth of product on day one. Four months later, she was picked up by Anthropology and Terrain, catapulting the brand into wholesale. My Neighbor's is now in over 500 retailers, on track for 1,500 doors by March 2027, and manufactures everything in-house just steps from the same farmer's market where it all began.Caitlin and Harri dig into the real difference between grass-fed and grass-finished, why sourcing and rendering suet locally matters so much for both quality and community impact, the $30,000 the brand invested unprompted in microbial, stability, and heavy metal testing, and how a chance encounter while pumping breast milk at Expo West led to a major new retail partnership.Listen in as they discuss:How Harri started making beef tallow balm at home to treat her daughter's eczemaSelling $4,000 in product on day one at the Hudson Farmer's MarketHow being picked up by Anthropologie and Terrain four months in changed everythingThe real difference between grass-fed and grass-finished, and why it matters for both meat and skincareWhy suet sourcing, local rendering, and naming the actual farm matters more than most tallow brands admitThe 12 Hudson Valley farms My Neighbor's partners with, and how the relationship benefits both sidesWhy the brand invested $30,000 unprompted in microbial, stability, and heavy metal testingHow partnering with QVC pushed the brand to raise its own safety and testing standardsMeeting a major buyer while pumping breast milk at her booth at Expo WestWhy Harri cares more about "regenerative" than "organic," and what that means for sourcing claimsEpisode Links:Harri Magaldi LinkedIn: www.linkedin.com/in/harrimagaldiMy Neighbor's LinkedIn: www.linkedin.com/company/my-neighborsMy Neighbor's Website: www.myneighbors.coMy Neighbor'sInstagram: @myneighbors.coDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics
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  #265: Marion Nestle on Food Politics and the Cereal Aisle 08.09.2026 41мин

  In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Marion Nestle, Professor Emerita of Nutrition, Food Studies, and Public Health at NYU, to unpack decades of cereal industry marketing history and what it reveals about food policy today.Marion is one of the most influential voices in food politics, having helped pioneer food studies as an academic discipline and served as Senior Nutrition Policy Advisor at the U.S. Department of Health and Human Services, where she helped oversee the landmark 1988 Surgeon General's Report on Nutrition and Health. She's the author of numerous bestselling books, including Food Politics, What to Eat, Soda Politics, and Unsavory Truth. Her newest book, Sugar Coated: Unboxing the Hidden Forces Shaping America's Favorite Breakfast Food, uses her decades-long personal collection of cereal boxes as a lens into the history of food marketing, health claims, and consumer behavior.Daniel and Marion dig into how cereal went from a health food invented by Kellogg to one of the most heavily marketed, sugar-laden products on shelves, how companies use shelf space, packaging changes, and influencer marketing to reach consumers (including kids), and what today's CPG founders can learn from a century of food industry marketing tactics.Listen in as they discuss:How Marion's decades-long personal collection of cereal boxes became the basis for her new book, Sugar CoatedThe surprising origins of cereal as a health food invented by Kellogg, a self-described "health nut"Why heavily sugared cereals didn't become popular until decades after cereal's original health-food brandingHow shifting nutrition trends, from fiber to protein, show up almost instantly on cereal packagingWhy cereal boxes make such a uniquely revealing marketing case study, from size to how often designs changeHow supermarkets are paid for shelf placement, and what that reveals about products like Cheerios' many spinoffsWhy influencer marketing has made it harder to monitor how food companies market to kids onlineWhat "ultra-processed" really means, and why it excludes most cereals currently on shelvesMarion's take on the wellness movement, GLP-1 drugs, and the "Make America Healthy Again" conversationMarion's advice to CPG founders: if you want to be trusted, behave in a trustworthy wayEpisode Links:Marion Nestle LinkedIn: www.linkedin.com/in/marion-nestle-9515ba8/Food Politics LinkedIn Newsletter: www.linkedin.com/newsletters/food-politics-7348413124078649347/Food Politics Website: www.foodpolitics.comMarion Nestle Instagram: @marionnestleDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: https://www.linkedin.com/in/danscharff/Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics
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  Turning Customers Into Investors: A Popcorn Brand's Crowdfunding Playbook 05.09.2026 38мин

  In this Founder Fundraising Journey episode, host Hannah Dittman sits down with Tal Moore, founder and CEO of Popsmith, a design-forward stovetop popcorn brand that's landed on Oprah's Favorite Things list and is heading into Williams Sonoma nationwide this year.Tal is a serial e-commerce founder with 25 years in the space, starting as a 12-year-old selling gumballs and candy in elementary school before building and exiting multiple online businesses, including a popcorn equipment store he ran two decades before launching Popsmith. After divesting from his other ventures, he went all-in on building the popcorn brand he always wished existed, one built around the nostalgia of movie nights and the superior taste of kettle-popped corn.Hannah and Tal dig into the real cost of bringing a premium physical product to market, the inventory mistake that nearly sank the business in its first year, how Oprah's Favorite Things bailed them out at the perfect moment, and why equity crowdfunding on StartEngine turned out to be the ideal fundraising path for a consumer brand like Popsmith.Listen in as they discuss:Tal's decades-long path through e-commerce, from candy sales as a kid to running seven-figure online storesWhy Popsmith set out to recreate movie-theater-quality popcorn with an heirloom-quality stovetop popperThe $2.2 million in personal capital and $1.6 million friends and family round that got Popsmith off the groundThe inventory miscalculation that nearly sank the business before Oprah's Favorite Things saved itWhy equity crowdfunding through StartEngine made more sense than venture capital at their stageThe key ingredients Tal believes make a brand succeed on an equity crowdfunding platformWhy Popsmith invites its own customers to become equity holders starting at just $500What the new StartEngine raise will fund, from holiday inventory to accelerating marketing spendTal's biggest lesson on capital management: never let yourself get undercapitalizedWhy 25 years of community involvement made his friends-and-family raise possibleEpisode Links:Tal Moore LinkedIn: www.linkedin.com/in/talmoorePopsmith LinkedIn: www.linkedin.com/company/popsmithPopsmith Website: www.popsmith.comPopsmith Instagram: @ilovepopsmithDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics
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  She Couldn't Find a Clean Electrolyte Brand, So She Created One 04.09.2026 30мин

  In this Founder Feature, host Caitlin Bricker sits down with Danielle Nuss, founder of Short Story, a clean electrolyte mix made with organic fruit powder and naturally sourced minerals - and notably, zero natural flavors.Danielle is a mom of two boys working full-time in tech who started making her own electrolytes at home during her second pregnancy after struggling to find anything clean on shelf. What began as homemade batches for personal use turned into a farmer's market launch in Denver, where she sold through her first full production run and is now heading toward retail. Danielle is also a 2026 Shelfie Award winner, a detail she didn't even know about at the time of recording.Caitlin and Danielle dig into why natural flavors lack real transparency, how the lack of regulation around the word "natural" is more unsettling than most consumers realize, why entering a crowded electrolyte category was actually a signal of strong product-market fit, and what it looks like to build a CPG brand in the seams of an already full life.Listen in as they discuss:Why Danielle started making her own electrolytes during pregnancy after finding nothing clean on shelfWhy entering a crowded category can actually be a sign of strong product-market fitThe white space Danielle found for a clean, retail-ready electrolyte brandWhy natural flavors lack the same transparency required of everything else on a nutrition labelHow Short Story's front-of-package approach lets the product speak for itselfWhat brands legally can (and can't) say about organic certification before it's officialWhy "natural" isn't actually a regulated term, and why that should give consumers pauseHow retailers like Sprouts publicly weighing in on natural flavors could shift the categoryWhat it's really like building a brand as a mom of two working full-time in techWhere Danielle sees Short Story in five years, from new flavors to major natural retailersEpisode Links:Danielle Nuss LinkedIn: www.linkedin.com/in/daniellenussShort Story LinkedIn: www.linkedin.com/company/drinkshortstoryShort Story Website: www.drinkshortstory.comShort Story Instagram: @drinkshortstoryDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email [email protected] music by Super Fantastics
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  #264 How Foundation Foods Became One of SoCal's Most Trusted Grocery Distributors 01.09.2026 34мин

  In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Louis D'Angelo, founder of Foundation Foods, a beloved natural products distributor serving Southern California's most quality-focused retailers, to talk about how the company was built, what it takes to get on their shelves, and why strict ingredient standards have always been non-negotiable.Louis got his start freelancing as a de facto sales rep for small organic brands before ever knowing what a broker was. His path to founding Foundation Foods took a dramatic turn when a rattlesnake bite left him hospitalized for two weeks, during which the distributor he'd been working for stopped paying him and every brand he represented. That crisis - paired with a sudden sense of clarity - led him to take out a $25,000 loan, get his own warehouse in 2018, and build Foundation Foods from the ground up.Daniel and Louis dig into the strict organic ingredient standards Foundation Foods holds brands to, why they never charge brands beyond their margin, how they've grown from a scrappy one-truck operation into a trusted distributor for retailers like Erewhon, Jimbo's, PCC, and now Whole Foods, and exactly what brands should have ready before their first meeting.Listen in as they discuss:The rattlesnake bite and near-death experience that led Louis to launch Foundation FoodsWhy Foundation Foods only takes a margin and never charges brands hidden or additional feesThe strict organic ingredient standards that have led them to reject even great productsWhy USDA certification isn't required, so smaller brands aren't priced out of working with themHow Foundation Foods differs from broadliners and other SoCal-focused distributorsWhy inventory availability is the number one factor in getting - and staying - on the shelfHow Foundation Foods helps brands gain organic distribution through buyer relationships and catalog visitsWhy communicating with your regional distributor before adding a broadliner matters more than brands thinkCommon compliance mistakes that get products pulled from shelves, from pricing to Prop 65 labelingWhy patience matters just as much as inventory when working with retailers and distributorsEpisode Links:Louis D'Angelo LinkedIn: www.linkedin.com/in/louisdangeloFoundation Foods LinkedIn: www.linkedin.com/company/foundationfoodsFoundation Foods Website: www.foundationfoods.comFoundation Foods Instagram: @foundation.foodsDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email [email protected] music by Super Fantastics
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  R&D RADIO: Building a Reliable Formula Brand with Casey Bauer, COO, Bobbie 31.08.2026 25мин

  In this special R&D Radio episode, guest host Caitlin Bricker sits down with Casey Bauer, COO of Bobbie, one of only four infant formula manufacturers in the United States, to dig into what "test obsessed" really means when your product is a baby's sole source of nutrition.Casey has spent almost a year at Bobbie overseeing quality, regulatory, and supply chain, following roles as COO at Kate Farms, a leading medical nutrition company, and operations leadership at Pharmavite (Nature Made) and Nutrabolt. That background in sole-source and medical nutrition shaped how seriously he takes food safety at Bobbie, where the company runs over 2,000 safety and quality checks and manufactures under one roof at its facility in Heath, Ohio.Caitlin and Casey cover what it means to be one of only four infant formula manufacturers in the U.S., how Bobbie tests raw materials, bulk powder, and finished cans for redundancy, why the company still partners with a contract manufacturer even with in-house production growing nearly 300% year over year, and how the Bobbie promise protects subscriber inventory during shortages and recalls.Listen in as they discuss:The added pressure and responsibility of being one of only four infant formula manufacturers in the U.S.What "test obsessed" looks like in practice, including 2,000+ safety and quality checks per productWhy Bobbie tests at multiple stages, from raw materials to bulk powder to the finished canHow evolving test methods and lower detection limits continually raise Bobbie's own safety barWhy Bobbie still partners with a contract manufacturer even as in-house production scalesHow Bobbie's transparency tracker lets any customer look up testing results by lot numberWhat the Bobbie promise is and how it protects subscriber inventory during shortages and recallsLessons from the 2022 infant formula shortage and what other food and beverage brands can learn from itWhy domestic manufacturing and staying close to the supply chain matters for food safetyHow Bobbie vets and continuously monitors new supply chain partners through audits and ongoing reviewsEpisode Links:Casey Bauer LinkedIn: www.linkedin.com/in/casey-bauer-557b44/ Bobbie LinkedIn: www.linkedin.com/company/bobbie-babyBobbie Website: www.hibobbie.comBobbie Instagram: @bobbieDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email [email protected] music by Super Fantastics
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  From Hand Sanitizer to Tomato Sauce - How Sauz Went From 10 Doors to 3,500 in a Year 29.08.2026 50мин

  In this Founder Fundraising Journey episode, host Hannah Dittman sits down with Troy Bonde, co-founder and CEO of Sauz, to trace the winding path from a college side hustle to building one of the fastest-growing brands in the tomato sauce category.Troy's road to Sauz started with a hand sanitizer and thermometer dispenser he and childhood friend and co-founder Winston sold to schools during COVID, using the proceeds to fund early angel investments and, eventually, Sauz itself. Frustrated by a commoditized tomato sauce aisle with no flavor innovation, Troy and Winston sold their cars to bootstrap the brand, launched at Erewhon in July 2023, and scaled from 10 doors to 3,500 in just 12 months, landing Whole Foods, Central Market, and Target distribution along the way.Hannah and Troy dig into how Sauz built a data story compelling enough to win over major retail buyers, when and why the brand knew it needed institutional capital, the emotional and practical challenges of fundraising, and what Troy wishes he'd done differently around unit economics and hiring.Listen in as they discuss:Troy's unconventional path from teenage car salesman to M&A banking intern to tomato sauce founderHow a pandemic side business selling hand sanitizer dispensers funded Sauz's earliest daysWhy Troy and Winston felt tomato sauce was overdue for the same reinvention seen in beverage brands like Poppy and OlipopThe surprising science behind flavors like hot honey and summer lemon marinara, and why they make dinner specialHow Sauz turned demo data at Erewhon into distribution at Central Market, Whole Foods, and TargetThe moment Sauz knew it needed to bring on institutional capital to fund growthWhat made Coefficient Capital the right venture partner for SauzWhy Troy believes velocity alone doesn't guarantee a smooth fundraise, and what else mattersLessons learned about unit economics, hiring an ops lead sooner, and building a high-trust teamTroy's approach to deciding when to take outside advice versus trusting his own gutEpisode Links:Troy Bonde LinkedIn: https://www.linkedin.com/in/troy-bonde/Sauz LinkedIn: www.linkedin.com/company/getsauzSauz Website: getsauz.comSauz Instagram: @getsauzDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email [email protected] music by Super Fantastics
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  Happy Caapi: The First Non-Hallucinogenic Ayahuasca Vine Supplement 28.08.2026 33мин

  In this special two-guest Founder Feature, host Caitlin Bricker sits down with Gonzalo Bisquerra, founder of Happy Caapi, and Chris Kilham, the botanical expert known as Medicine Hunter, to talk about the first non-hallucinogenic supplement made from the ayahuasca vine.Gonzalo spent two decades in sourcing and supply chain for major CPG companies before an ayahuasca ceremony in Panama changed the course of his life. After connecting with two friends developing an early prototype, he spent four years navigating the regulatory, sourcing, and formulation challenges of bringing Happy Caapi to market - a legal, shelf-stable way for people to access the vine's benefits without the hallucinogenic experience associated with full ayahuasca ceremonies. Chris Kilham, who has studied medicinal plants around the world for over 30 years and sat in 135 ayahuasca ceremonies himself, joined as an early advisor and friend of the brand, bringing decades of botanical sourcing expertise and his own published sustainability research on the ayahuasca vine.Caitlin, Gonzalo, and Chris dig into the important distinction between psychoactive and psychedelic, how the vine alone delivers focus and mood benefits without the visionary effects of the traditional brew, the real story behind ayahuasca vine sustainability and sourcing, and what it takes for brands to work responsibly with botanicals.Listen in as they discuss:What Happy Caapi is and how it differs from traditional ayahuasca ceremoniesThe critical distinction between "psychoactive" and "psychedelic," and why it matters for consumer educationGonzalo's personal ayahuasca experience and what inspired him to build a shelf-stable, non-hallucinogenic productChris's multi-year field research on ayahuasca vine sustainability, published in the American Botanical Council's HerbalGramThe science behind how the vine's alkaloids affect mood and focus without producing hallucinogenic effectsWhy the growing consumer openness to psychedelics and natural alternatives is shaping the timing of this launchProduct format decisions, from the current liquid extract to an upcoming single-serve sachetGonzalo's vision for Happy Caapi as an ingredient platform for other brands, not just a standalone productChris's advice for CPG brands sourcing and working with botanicals responsiblyThe safety profile of Happy Caapi and how its alkaloid concentration compares to everyday psychoactive substances like caffeineEpisode Links:Gonzalo Bisquerra LinkedIn: www.linkedin.com/in/jose-gonzalo-bisquerra-mora-50552523Happy Caapi LinkedIn: https://www.linkedin.com/company/happy-caapiHappy Caapi Website: www.happycaapi.comHappy Caapi Instagram: @happycaapiChris Kilham LinkedIn: https://www.linkedin.com/in/chriskilham/Medicine Hunter LinkedIn: https://www.linkedin.com/company/medicinehunter/Medicine Hunter Website: www.medicinehunter.comMedicine Hunter Instagram: @medicinehunterDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics
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  #263 - When Cookies Aren't Just Cookies - with Fields Good and Cognizin 25.08.2026 46мин

  In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Ashley Fields and Kim Anderson, co-founders of Fields Good, and Katie Emerson of Kyowa Hakko USA (the makers of Cognizin) to unpack how a new functional cookie brand is trying to prove that healthy and heavenly don't have to be a trade-off.Ashley Fields grew up as a self-described "nepo baker," the daughter of the founders behind the classic Fields cookie brand. She met co-founder Kim Anderson as roommates at Stanford, and together they spent 18 months developing Fields Good's line of functional cookies, including a protein peanut butter cookie, an oatmeal raisin sleep cookie, and a mocha dark chocolate focus cookie featuring Cognizin Citicoline. Katie Emerson, senior manager of scientific and regulatory affairs at Kyowa Hakko USA and a registered dietitian, brings the ingredient supplier's perspective on why branded functional ingredients are becoming mainstream.Daniel, Ashley, Kim, and Katie dig into why functional foods and brain health ingredients are having a moment, how Fields Good flipped the usual "function first" formulation model to prioritize taste, and what actually goes into a brand's decision to feature a branded ingredient like Cognizin front and center on packaging.Listen in as they discuss:Why functional foods and brain health ingredients are becoming mainstream, and what's driving the shiftHow Cognizin Citicoline compares to more familiar functional ingredients like protein and creatineWhy Fields Good flipped the typical formulation model to prioritize taste first, function secondThe 18-month, thousands-of-pounds-of-dough journey to get the cookies rightHow Fields Good matched each cookie's flavor profile to its functional goal, from mocha for focus to oatmeal raisin for sleepWhat "permissible indulgence" means as an emerging subcategory in snackingHow Fields Good approaches packaging and branding to feel trustworthy without feeling overly clinicalWhat the shopper journey looks like across DTC and the brand's upcoming retail expansionThe brand trust factors that go into choosing a branded ingredient like Cognizin over a generic alternativeWhat's next for Fields Good and where brain health-focused products may be headedInterested in learning more about the science behind Cognizin? Head to www.cognizin.com to learn more.Episode Links:Kim Anderson LinkedIn: www.linkedin.com/in/kimmieandersonAshley Fields LinkedIn: www.linkedin.com/in/msfieldsFields Good LinkedIn: www.linkedin.com/company/fieldsgoodFields Good Website: www.fieldsgood.coFields Good Instagram: https://www.instagram.com/fieldsgoodco/Katie Emerson LinkedIn: www.linkedin.com/in/katie-m-emersonKyowa Hakko USA LinkedIn: www.linkedin.com/company/kyowa-hakko-usaCognizin Website: www.Cognizin.comCognizing Instagram: @cognizinciticoline  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 podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics
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  Meet the Bone Broth Protein Bar with 20g Protein & No Protein Powder 21.08.2026 27мин

  In this Founder Feature, host Caitlin Bricker sits down with Mackenzie Muth and Nolan Spencer, co-founders of HOL Health Club, makers of the first and only bone broth protein bar - with 20 grams of protein and no protein powder.Mackenzie and Nolan met in an accounting class at Indiana University and are now married co-founders. Both spent six years in investment banking on Wall Street before starting HOL - Mackenzie in consulting and then at Lazard's consumer group, where she worked on the Siete Foods sale to PepsiCo, and Nolan in technology investment banking. It was the public backlash to the Siete deal that pushed them to leave finance and build a "better-for-you" brand designed to scale without ever selling out. They ditched their jobs, bought an RV, adopted two golden retrievers, and hit the road to sell HOL bars in person across the country.Caitlin, Mackenzie, and Nolan dig into what the Siete sale revealed about the better-for-you category, why they built their bar around bone broth instead of protein powder, the surprising R&D process that led to a real-food formula, and what it's actually like to run a fast-growing CPG brand out of an RV - from 0 to over 200 retail doors in a matter of months.Listen in as they discuss:What the public reaction to the Siete Foods/PepsiCo sale taught Mackenzie about consumer trust in "better-for-you" brandsWhy they chose bone broth as their protein source instead of pea, soy, or whey powderThe gut, joint, and skin benefits of bone broth - and why traditional protein powders didn't work for Mackenzie's bodyTheir first bone broth bar prototype ("complete sandpaper") and how they landed on a real-food formula insteadWhy they rejected the "no sugar, artificial flavors, still tons of protein" trend in favor of whole-food ingredientsGoing from 0 retail doors in January to over 200 doors and 90 demos in 90 daysWhy being founders on the ground, personally running demos, has driven so much of their retail growthThe upside and identity adjustment of running a CPG company while living nomadically in an RVTheir strategy of focusing on natural and independent retailers before pursuing larger conventional chainsWhere they see HOL Health Club - and themselves - in five yearsEpisode Links:Mackenzie Muth LinkedIn: www.linkedin.com/in/mackenziemuthNolan Spencer LinkedIn: www.linkedin.com/in/nolspencHOL Health Club LinkedIn: www.linkedin.com/company/holhealthclubHOL Health Club Website: www.holhealthclub.comHOL Health Club Instagram: @holhealthclubDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email [email protected] music by Super Fantastics
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  Honey 101 for CPG Brands: Trends, Formulation Tips & Resources with Keith Seiz of The National Honey Board 19.08.2026 10мин

  In this mini episode of the Startup CPG Podcast, host Daniel Scharff sits down with Keith Seiz of the National Honey Board to unpack why honey has become one of the most in-demand ingredients in food and beverage right now - and what that means for brands and formulators looking to work with it.Keith has spent 17 years working with the National Honey Board, traveling the country to talk with food manufacturers, distillers, brewers, and bakers about how to formulate better products with honey. In that time, he's watched the conversation shift - what used to be a handful of questions about honey itself has grown into an equal mix of curiosity about honey and the honeybees behind it, as consumers pay closer attention to where their ingredients actually come from.Daniel and Keith dig into the data behind honey's rapid growth, the new product categories it's showing up in, the functional (not just flavor) benefits formulators are leaning on, and the free resources the National Honey Board offers CPG brands - from troubleshooting to ready-made product concepts.Listen in as they discuss:Why honey has become one of the hottest ingredients in food and beverage right nowThe consumer shift toward traditional and natural sweeteners over zero-sugar alternativesINOVA data showing a 16.7% increase in new products launched with honey in 2025How honey has expanded well beyond baked goods into beverages, snacks, frozen foods, dairy, and confectionsWhy brands are proudly featuring honey (and honeybees) on front-of-package, unlike most other sweetenersThe shift from single-purpose synthetic ingredients toward multi-functional natural ones like honeyHoney's functional roles beyond sweetness, including binding in bars and emulsification in dressingsWhy honey's 24 different carbohydrates make it such an effective flavor masker for nutrient-fortified productsWhat the National Honey Board offers CPG brands, including troubleshooting, innovation support, and consumer dataHow emerging brands can get free product development support, including ready-to-use honey product concepts from the National Honey Board's innovation teamInterested in learning more? Check out www.honey.com or follow along on IG @honey4pros for more tips and updates from The National Honey Board. Or, you can email Keith directly today at [email protected] Links:Keith Seiz LinkedIn: www.linkedin.com/in/keithseizNational Honey Board LinkedIn: www.linkedin.com/company/national-honey-boardNational Honey Board Website: www.honey.comNational Honey Board Instagram: @honey4pros 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 podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharff Questions or comments about the episode? Email [email protected] Episode music by Super Fantastics
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  #262 - Beverage Manufacturing Lessons with BevSource's Bob Williams 18.08.2026 40мин

  In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Bob Williams of BevSource - a beverage industry veteran Daniel calls "the beverage Oracle" - to unpack the most common (and costly) manufacturing mistakes beverage brands run into with co-packers.Bob has spent over 25 years in the beverage industry, most of it around co-packing, quality, and manufacturing operations. He's built out eight high-speed can lines and spent his career getting called in when something has already gone wrong - troubleshooting everything from mysterious can leaks to failed micro tests. Daniel, who previously ran a beverage brand himself and worked with Bob directly, brings his own founder experience to the conversation, pulling real examples from his time scaling into thousands of retail doors.Daniel and Bob dig into why "leakers" are almost never actually a can problem, what really happens when a co-packer cuts corners on pasteurization, how to properly vet a manufacturing facility before you sign anything, and what documentation every brand should be asking for - before and after something goes wrong.Listen in as they discuss:Why brewery-turned-co-packers often struggle with the regulatory and equipment shift into non-beer beveragesThe real root cause behind most can "leakers" - and why it's almost never actually the canWhat seam check reports are, why they matter, and how outdated equipment can produce unreliable resultsA real case where a co-packer skipped tunnel pasteurization entirely - and what happened as a resultWhy brands should never sign a co-packing agreement before physically touring the facilityWhat to look for on a co-packer site visit, from RO systems to master sanitation programsReal warning signs Bob has seen on-site, including uncalibrated equipment and neglected water filtration systemsWhy full documentation - batch records, QA reports, maintenance logs - should never be treated as proprietaryWhat to expect (and not panic about) during your first production run and taste-matching processWhy shelf life and stability testing should start the moment your formula is finalized, not after launchEpisode Links:Bob Williams LinkedIn: https://www.linkedin.com/in/bob-williams-88ba5312/BevSource LinkedIn: www.linkedin.com/company/bevsourceBevSource Website: www.bevsource.comBevSource Instagram: @bevsourceDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: https://www.linkedin.com/in/danscharff/Questions or comments about the episode? Email [email protected] music by Super Fantastics
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  R&D RADIO: How to Audit a Co-Packer: The Food QA's Hermi Galstian Explains 17.08.2026 27мин

  In this episode of R&D Radio, host and food scientist Adam Yee sits down with Hermi Galstian, founder of The Food QA, to break down the real difference between food safety and quality - and what founders should actually be looking for when they walk into a co-manufacturer's facility.Hermi's path into food safety wasn't a straight line. She started as a business major on track for law school, worked in HR recruiting, and only discovered food science after training for a marathon as a vegetarian sparked her interest in nutrition. She helped build her own graduate program in food science before spending years at Follow Your Heart, a vegan food company later acquired by Danone, and eventually launched The Food QA to help CPG brands navigate food safety, quality, and manufacturing partnerships.Adam and Hermi dig into the core difference between food safety and quality, how to properly vet a contract manufacturer, what third-party audits like SQF and BRC actually mean, and exactly what to look for (and ask about) during a facility tour - from pest control and employee hygiene to ingredient sourcing and pre-op equipment checks.Listen in as they discuss:The core difference between food safety and quality, with real product examplesHermi's winding path from pre-law to food science to 15 years in the fieldWhy referrals are the best first step when vetting a co-packerWhy founders should never assume a manufacturer takes full responsibility for their productWhat third-party audits like SQF, BRC, and GFSI actually tell youWhat to do if a manufacturer won't share audit reports or allow a tourWhat to look for during a facility walkthrough, from corners and hot spots to pest controlWhy employee hygiene, handwashing stations, and equipment nooks matter more than founders thinkHow ingredient sourcing and substitutions can quietly compromise safety or qualityHow certifications and product claims (non-GMO, kosher, seed oil free) shape what gets testedEpisode Links:Hermi Galstian LinkedIn: www.linkedin.com/in/hermineh The Food QA Company LinkedIn: www.linkedin.comcompany/thefoodqa/ The Food QA Company Website: www.thefoodqa.com The Food QA Company Instagram: @thefoodqa 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 podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Adam's LinkedInQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics
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  Why Investor Ryan Ball Wants You to Pivot Fast and Fundraise Smart 15.08.2026 33мин

  In this Investor Spotlight, host Hannah Dittman sits down with Ryan Ball, founder of Sperian Ventures, to unpack the data, mindset, and founder qualities he looks for before writing a check into an early-stage CPG brand.Ryan's path into investing started almost by accident, coordinating a group investment while getting his MBA at the McCombs School of Business. That first deal evolved into Sperian Ventures, an angel network that pools capital into individual deals. Ryan brings a founder's perspective to every evaluation - he's started a spice company of his own and now runs a freight logistics company that gives him a front-row seat to the operational realities CPG brands face day to day.Hannah and Ryan dig into the metrics and data Ryan needs to see before considering an investment, why he sees pivots as a good sign rather than a red flag, the founder qualities that consistently stand out in a pitch, and what founders across different CPG subcategories should expect when it comes to fundraising.Listen in as they discuss:Why Ryan almost always requires sales velocity data - especially pre-, during-, and post-promo - before considering an investmentWhy Ryan sees pivots as a positive signal rather than a red flagThe revenue range and business maturity Sperian typically looks for in a CPG brandHow Ryan's own founder and logistics experience shapes his diligence conversationsThe founder qualities that get Ryan excited, from listening skills to staying level-headed under pressureWhat "give the investor no reason to say no" means in practice when preparing to raiseWhy LTV and category-specific limitations (like kids products founders age out of) matter to investorsThe consumer trend Ryan is most drawn to right now: simple, clean-label products with few ingredientsWhat a special purpose vehicle (SPV) is and how Ryan's angel network structures individual dealsHow to get in touch with Sperian Ventures if you're raising or interested in joining the investor networkEpisode Links:Ryan Ball LinkedIn: www.linkedin.com/in/ryan-ball7Sperian Ventures LinkedIn: https://www.linkedin.com/company/sperian-ventures/about/Sperian Ventures Website: sperianventures.comDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email [email protected] music by Super Fantastics
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  How Quincy Is Reinventing the Dirty Martini, One Perfect Jar at a Time 14.08.2026 30мин

  Host Caitlin Bricker sits down with Halli Sigel, co-founder of Quincy, to talk about how a jar of olive brine turned into a category-defining mixers and garnishes brand. Quincy's mission is simple - build brand love for the other half of the glass by redefining mixers and garnishes for the modern consumer.Before Quincy, Halli spent nearly a decade inside high-growth, venture-backed startups like Casper and Chief, working at the intersection of operations and member experience - she was employee number seven at Chief. That mix of scaling businesses and building community stuck with her, and it planted the seed for what would eventually become Quincy. The idea itself came from her own fridge - after making a batch of dirty martinis for friends, she realized the brine ran out long before the olives did, and no one was making a jar built specifically for people who actually drink martinis.The conversation covers Quincy's origin story and the "why" behind the name, how the brand built three distinct revenue channels across retail, on-premise, and food service, what actually goes into a jar of Quincy, and how the brand has positioned itself to grow alongside both the alcohol and non-alcoholic markets. Halli also shares what's next for Quincy's single-SKU strategy and what she learned from her first Summer Fancy Food Show as an exhibiting brand.Listen in as they discuss:Why Quincy chose Spanish queen olives over the trendy CastelvetranoThe real story behind the name Quincy - and the actual person it's named afterHow a "beertini" collab with a Brooklyn brewery became Quincy's first co-branded productBuilding three separate revenue channels: retail, food service, and on-premise bar accountsWhy Quincy views the sober-curious and NA movement as a tailwind, not a threatWhat's actually inside a Quincy jar - the ratio of brine to olives, and why it's flipped from a typical olive jarHow buyer feedback at larger retailers is shaping Quincy's expansion plansLessons from exhibiting at Summer Fancy Food for the first timeHow Halli and co-founder Shelby Sims reconnected in 2023 after a false start in 2020Halli's go-to at-home recipe, featuring a dill-infused ginEpisode Links:Halli Sigel LinkedIn: https://www.linkedin.com/in/halli-sigel-1b436395/Quincy Company LinkedIn: https://www.linkedin.com/company/drinkquincy/ Website: https://drinkquincy.com/ Instagram: @drinkquincy  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 podcast here(click on the episode and toggle to "Transcript" at the top)Join the Startup CPGSlack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedInQuestions or comments about the episode? Email [email protected] music by Super Fantastics
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  #261 - What Makes Brands Investable at Founders & Funders? with Hannah Dittman 11.08.2026 52мин

  In this episode of the Startup CPG Podcast, host Daniel Scharff turns the mic around on one of his own co-hosts. Hannah Dittman, former investor and host of Startup CPG's Saturday investing episodes, spends a huge amount of her time talking with founders and VCs and reviewing applications for Startup CPG's Founders and Funders events. Daniel puts her on the other side of the interview to answer one of the most common questions the community asks: what actually makes a brand investable?Hannah walks through her path from Benefit Cosmetics to private equity consulting at Parthenon Group, investing at Main Post Partners, and global brand management at Morphe before landing at Startup CPG. Daniel and Hannah then dig into what Founders and Funders and Roadshow events actually are, what goes into the application and one-pager investors receive, and the specific mistakes that keep brands from getting meetings even after they're accepted.Listen in as they discuss:Hannah's path from Cal and Benefit Cosmetics through private equity, VC investing, and brand management before Startup CPGWhat Founders and Funders and Roadshow are, and how the two event formats differWhy treating fundraising like a partnership evaluation, not a job interview, changes the entire dynamicWhat "investable" actually means to a VC: category, TAM, exit potential, and tractionWhether pre-revenue brands should even bother applying to investor eventsWhat the Founders and Funders application actually asks for, and why the one-minute pitch video mattersWhy skipping the pitch video is one of the fastest ways to get rejectedWhat makes an application stand out, and why "differentiated" means more than just the productHow investors read a brand's fundraising history, for better or worseInside the one-pager: the traction data point that matters most, and the formatting mistakes that bury itWhy competitive benchmarking and retailer quotes carry more weight than raw numbers aloneHow the investing landscape has shifted over the last decade, from pure growth to profitability and omnichannel successWhy "challenger brands in overlooked categories" are gaining more investor interest than everHannah's closing wish for founders: fundraising is relationship building, and investors are lucky to be part of your business tooEpisode Links:Hannah Dittman - Operations & Finance Host, Startup CPG LinkedIn: https://www.linkedin.com/in/hannah-dittman-011b844b/Startup CPG Investor Database: https://startupcpg.com/top-investor-databaseDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedInQuestions or comments about the episode? Email [email protected] music by Super Fantastics
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  Springdale Ventures' Dan Graham on Financial Forecasting and Investor Communications 08.08.2026 41мин

  In this Investor Spotlight episode, host Hannah Dittman sits down with Dan Graham, Co-Founder of Springdale Ventures, a firm writing seed-to-Series-A checks into fast-moving consumer brands. Dan breaks down exactly what Springdale looks for between early traction and institutional readiness - and why founders who lead with data, not narrative, win the room.Dan's path to venture was anything but linear. After studying computer science and philosophy at UT Austin and starting law school, he co-founded a printing company in 2006 that grew for over a decade before selling to VistaPrint in 2018 for $280 million. That exit funded his family office, Notley, and years of direct consumer investing before he partnered with Genevieve Gilbert to launch Springdale Ventures,.Hannah and Dan dig into Springdale's investment thesis and check size,how diligence splits between hard metrics and founder assessment, and the most common fundraising mistakes he sees at both early and later stages. They also unpack how forecasts are actually used in diligence and post-close, what "traction" really means in an intro email, and Dan's hard-won perspective on the emotional toll of founding a company.Listen in as they discuss:The transition from a personal family office to launching a focused venture fundSpringdale's thesis: seed-to-Series-A, better-for-you and repeat-purchase consumer productsHow Goodles exemplifies bringing disruption to an "old sleepy category"The split between quantifiable diligence (margin, velocity, CAC) and founder assessmentWhy Springdale sees 250 deals a quarter and how warm intros cut through the noiseWhat makes First Day's Alice a "quintessential" founder in Dan's portfolioThe narrative-vs-traction mismatch that trips up early-stage foundersWhy over-forecasting is a big pitfall for later-stage founders raising institutional moneyHow investors actually use (and pressure-test) a founder's financial model before and after closeDan's advice for founders with zero finance background, including using AI as a thought partnerWhat "traction" means in concrete terms when reaching out to an investor coldEpisode Links: Dan Graham - Co-Founder, Springdale Ventures LinkedIn: www.linkedin.com/in/maharg Email: [email protected] Company LinkedIn: www.linkedin.com/company/springdale-ventures Website: www.springdaleventures.com Instagram: @springdaleventures 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 podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedInQuestions or comments about the episode? Email [email protected] Episode music by Super Fantastics