The Startup CPG Podcast Understanding Advisors with Jamie Borteck
In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Jamie Borteck, independent board member and advisor, to explore what it really means to bring an experienced operator into your corner—and why the right advisor can be the difference between surviving and scaling. The conversation dives deep into the advisor-founder dynamic, what makes a brand compelling to a seasoned operator, and why building the financial and operational foundation of your business early is non-negotiable.
Jamie shares his path from brand management training at Kraft Foods (Chips Ahoy, Ritz, Back to Nature, 100 Calorie Packs) to scaling high-growth startups including Food Should Taste Good (acquired by General Mills), Justin's (acquired by Hormel), and Grillo's Pickles (acquired by King’s Hawaiian)—each a chapter in over 20 years of CPG leadership. After years of presenting to boards, traveling relentlessly, and building businesses from scrappy startup to national category leader, Jamie channeled everything he learned into JCB Growth, a board-level advisory practice helping emerging CPG founders navigate growth strategy, leadership inflection points, and the journey toward exit.
Throughout the episode, Jamie shares how he evaluates brands and founders (product, brand name, founder energy, velocity data, margin structure, and scalability), what the ideal advisor-company relationship looks like in practice (weekly check-ins, catered to life stage and founder needs), and why the advisor role is as much about being a trusted thought partner and confidant as it is about strategic guidance. He also offers a compelling perspective on D2C as a proof-of-performance strategy for early-stage brands seeking investment, and why building brand equity before jumping into national retail may be the smarter path.
Whether you're a founder wondering when to bring on an advisor, an operator thinking about transitioning to an advisory role, or a brand trying to understand what board-level support actually looks like, this conversation offers clarity, candor, and a lot of hard-won wisdom from someone who has been in the weeds—and come out the other side.
Listen in as they discuss:
- Jamie's path: Kraft Foods (Chips Ahoy, 100 Calorie Packs) → Food Should Taste Good → Justin's → Grillo's Pickles → Independent Advising
- How to evaluate external partners: match gaps, life stage understanding, category knowledge, and mutual fit
- What the ideal advisor relationship looks like: weekly one-on-ones, situational support, catered to founder style and business needs
- Advisor vs. fractional: strategic mentorship and thought partnership vs. operational execution
- The lifecycle of an advisorship: from pre-Series A through exit, and when relationships evolve or end
- How Jamie evaluates brands: brand name, packaging, founder energy, velocity data, margin structure, scalability, and exit optionality
- Case studies: Rind Snacks (Matt Weiss's vision for snacking), Actual Veggies (iconic brand potential), Stone & Skillet
- Lessons learned: build the foundation first—forecasting, co-packer management, cash flow planning, and margin structure
- Handling obstacles well: accountability, transparency to the board, and human leadership in tough moments
- D2C as a proof-of-performance strategy: why early-stage brands with D2C traction have a fundraising advantage
- Why investors need data: velocity, Amazon ratings, brand metrics—not just a buyer saying "great"
- When to bring on an advisor: it's a gut-level call, not a revenue milestone
- Advice for operators transitioning to advising: be yourself, know where you add value, meet people organically
Episode Links:
Jamie Borteck, Independent Board Member/Advisor
LinkedIn: linkedin.com/in/jamieborteck
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- Episode music by Super Fantastics