The Startup CPG Podcast

In this episode of The Startup CPG Podcast, Grace Kennedy sits down with Brian Bethke, founder of BEAR Maple Farms and winner of the 2024 Shelfie Award in the drink category. Brian shares his inspiring journey from building amplifiers for rock legends like Pearl Jam and Lenny Kravitz to creating a one-of-a-kind functional beverage featuring ginseng and maple water.Discover how BEAR Maple Farms combines the natural sweetness of maple water with the adaptogenic power of sustainably grown ginseng to deliver a refreshing, caffeine-free energy boost. Brian opens up about the challenges and triumphs of launching a CPG brand, the pivotal moments that shaped his entrepreneurial journey, and how critical feedback led to a transformative rebrand.Whether you're an aspiring entrepreneur or simply a fan of innovative beverages, this episode is packed with insights on building a team, navigating the CPG industry, and creating a product that’s good for the mind, body, and planet.Tune in to hear Brian’s story and learn how BEAR Maple is expanding nationally in 2025!Listen in as they share about:BEAR Maple Farms Origin StoryProduct DevelopmentBranding and MarketingSales and Distribution StrategyMentorship and NetworkingCommunity and SupportAdvice to EntrepreneursPlans for 2025Episode Links:Website: https://drinkbearmaple.com/ LinkedIn: https://www.linkedin.com/in/brian-bethke/ 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 (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

Caitlin Bricker, Editor at Startup CPG, brings her rich experience from food service, retail buying, and the cannabis sector to the forefront. She passionately discusses her journey towards promoting purpose-driven brands and the dynamic changes in the CPG landscape. Caitlin highlights innovative trends like sustainability and exciting new retail initiatives such as the Grocery Run series. With a commitment to community engagement, she emphasizes storytelling's vital role in branding and shares her favorite finds, including delicious, no-sugar dairy alternatives for kids.

In this episode of The Startup CPG Podcast, Grace Kennedy chats with Jana Goodbaum, co-founder of Happy Wolf, a snack company revolutionizing toddler and kids' snacks with their "wildly simple" refrigerated bars. Jana shares her journey from advertising executive to entrepreneurial mom, driven by the frustration of limited healthy snack options for her child.Discover how Jana and her co-founder, Derek, navigated challenges like product development, sourcing allergen-free ingredients, finding the perfect co-packer, and educating consumers about their innovative refrigerated snack bars. Jana also dives into the importance of strategic branding, leveraging influencers, building a passionate community, and their milestone launch in Whole Foods.Tune in to hear how Happy Wolf is reshaping the kids' snack market, the trends driving clean eating innovation, and Jana's insights for startups entering retail and trade shows like Expo West.Don’t miss this inspiring episode. Tune in now!Listen in as they share about:Happy Wolf Overview and Founding StoryProduct DevelopmentBranding and MarketingRetail and DistributionCommunity and Social MediaAdvertising and PromotionsFuture GoalsEpisode Links:Website: https://happywolf.com/ Instagram: @happywolfsnacksLinkedIn: https://www.linkedin.com/in/janagoodbaum/?originalSubdomain=ca 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 (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG podcast, Daniel Scharff dives into the strategies and challenges of bootstrapping with three inspiring founders who have transformed bold ideas into thriving businesses—all without outside funding.Ryan Hansen, co-founder of Hazards Hop Water, shares how he scaled a six-figure non-alcoholic beverage brand by targeting unique markets and forging key partnerships. Carrie Sporer, co-founder of SWAIR Hair, reveals how she’s redefining hair care for fitness enthusiasts with her innovative showerless shampoo, all while navigating co-founder dynamics and scaling with strategic funding choices. Ketan Vakil, founder of Gourmend Foods, discusses his mission to revolutionize gut-friendly gourmet products and shares lessons on building a loyal customer base and staying lean through production challenges.These founders share valuable insights on navigating the challenges of bootstrapping, scaling effectively, and staying true to their vision.Listen now to learn the secrets behind their success and get inspired to tackle your next big idea!To submit your brand for a future call-in episode: https://bit.ly/cpgstoriesListen in as they share about:Ryan Hansen - Hazards Hop Water- Hazards Hop Water Overview-Bootstrapping Strategy- Revenue and Sales- Future PlansCarrie Sporer - Swear Hair- Swear Hair Overview- Bootstrapping Strategy- Funding Experience- Future PlansKetan Vakil - Gourmend Foods- Gourmand Foods Overview- Bootstrapping Approach- Challenges & Key Strategies- Achievements- Future PlansEpisode Links:RyanLinkedIn: https://www.linkedin.com/in/ryan-hansen-mba-72795a56/ Website: https://hazardshopwater.com/ CarrieLinkedIn: https://www.linkedin.com/in/carriesporer/ Website: https://www.swairhair.comKetanLinkedIn: https://www.linkedin.com/in/ketanvakil/ Website: https://www.gourmendfoods.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 (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of The Startup CPG Podcast, Grace Kennedy sits down with Becca Wright, the founder of Piedmont Pennies, to discuss the journey of turning a cherished family recipe into a thriving business. Becca shares the story behind her signature bite-sized cheesy biscuit crackers, inspired by her granddad’s recipe from North Carolina, and how she transitioned from corporate America to starting her own business.Learn about the challenges and success of bootstrapping a CPG brand, navigating manufacturing processes, scaling while maintaining quality, and finding unique retail opportunities that align with the brand's identity. Becca also opens up about the joys of building a team, creating meaningful connections with employees, and staying true to her vision despite the pressures of the industry.Whether you’re curious about the ins and outs of manufacturing, retail expansion strategies, or the emotional highs and lows of entrepreneurship, this episode offers a candid, inspiring look at the hustle behind Piedmont Pennies. Plus, don’t miss Becca’s tips on staying grounded and building a business with heart.Join us for this conversation, and don’t forget to check out Piedmont Pennies at piedmontpennies.com. Use code STARTUPCPG for 15% off your order and support small businesses!Listen in as they share about:Inspiration and Founding Story of Piedmont PenniesManufacturing ProcessRetail Expansion and MarketingBootstrapping and FundingCompany ValuesCustomer EngagementCommunity and SupportFuture GoalsEpisode Links:Website: https://piedmontpennies.com/ LinkedIn: https://www.linkedin.com/in/beccajordanwright/ 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 (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Sean Goldsmith, co-founder of The Zero Proof, the largest online direct-to-consumer retailer of adult non-alcoholic beverages. Sean shares insights into the booming non-alcoholic beverage market, exploring trends like Dry January, the rise of wellness-driven consumer habits, and the intersection of non-alcoholic options with broader societal shifts such as Ozempic's impact on cravings.They discuss the key demographics driving growth in the space, the unique appeal of non-alcoholic beers, wines, and spirits, and the occasions that make these drinks a special choice. Sean also dives into The Zero Proof’s journey, from its humble beginnings as a blog to becoming a dominant platform in the industry, and how the company collaborates with brands to bring exceptional products to consumers.Tune in to hear Sean’s bold predictions for the future of non-alcoholic beverages, practical advice for brands looking to partner with The Zero Proof, and his personal vision for making non-alcoholic options a staple in every consumer’s life!STARTUPCPG15 for 15% off at thezeroproof.comListen in as they share about:The Zero Proof Business ModelWorking with Zero ProofDry January and Market TrendsConsumer BehaviorBusiness Trends and GrowthCultural ObservationsConsumer MotivationsEvent Participation and Industry PresenceFuture PredictionsEpisode Links:Website: https://thezeroproof.com/ LinkedIn: https://www.linkedin.com/in/sean-goldsmith-480b184/ 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 (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of The Startup CPG Podcast, Grace Kennedy welcomes Nikki Seaman, founder and CEO of Freestyle Snacks, to discuss the journey behind reimagining olives as a premium, convenient snack. Nikki shares her inspiration for launching Freestyle Snacks during the pandemic, identifying a gap in the market for fresh, flavorful olives packaged for modern, on-the-go lifestyles.From early product development to navigating over 200 co-packer rejections, Nikki provides a behind-the-scenes look at building a CPG brand from the ground up. Discover how her data-driven approach, innovative packaging, and strategic focus on diverse channels like grocery, hospitality, and even Delta Air Lines snack boxes have contributed to the brand’s success.If you’re curious about the intricacies of product design, scaling into retail, and creating a snack that stands out in a crowded market, this episode is packed with valuable insights.Listen in as they share about:Introduction to Freestyle SnacksChallenges in Early DevelopmentProduct DevelopmentGo-to-Market StrategyUnique Brand PositioningExpansion and Key ChannelsTrends and Market FitEpisode Links:Website: https://www.freestylesnacking.com/ LinkedIn: https://www.linkedin.com/in/nikki-seaman/ 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 (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of the Startup CPG podcast, Daniel Scharff and Lance Schwarzkopf take us behind the scenes of launching a food or beverage product. They break down the complexities of working with contract manufacturers, or "co-mans," to transform a concept into a market-ready product. Daniel and Lance share essential steps for emerging brands, from developing and protecting proprietary formulas to sourcing quality ingredients and securing critical documentation, like a process authority letter.They provide practical advice on finding a co-man - from the pre-work and product development that happens prior, to finding out the options, to outreach strategy, building effective co-man relationships, managing ingredient and packaging orders, and setting up agreements to ensure smooth production flow. Emphasizing the importance of communication, strategic planning, and proactive relationship management, Daniel and Lance offer valuable insights into overcoming production challenges and avoiding common industry pitfalls.Tune in to learn how to streamline your path to a successful launch! If you're ready to take your product from concept to market, don’t miss this episode and be sure to subscribe for more expert advice!Check out their co-man list via their website copack.netTo inquire about their discounted search for Startup CPG community brands, email lance@copack.net and mention the Startup CPG rate!Listen in as they share about:Preparation Before Approaching Co-ManufacturersSourcing Industrial IngredientsThe Role of a Product Specification DocumentProcess Authority and Shelf Life StudiesFinding and Engaging a Co-ManufacturerConsiderations for Hiring a Co-Man Search PartnerChallenges in Co-Man CommunicationInitial Steps and PlanningContracts and AgreementsImportance of QA and BenchmarksProduction Day and Quality ControlWarehousing and DistributionResources and Support for BrandsEpisode Links:Website: http://copack.net/ Email: lance@copack.net LinkedIn: https://www.linkedin.com/in/lanceschwarzkopf/ 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 (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

Val Emanuel, co-founder of Rif Care, brings her diverse experience from modeling and Goop to the conversation. She shares her journey in creating eco-friendly feminine care products, navigating market gaps, and the challenges of scaling a sustainable brand. Val highlights the importance of social media and influencer partnerships for growth and candidly discusses the unique obstacles faced as a female founder of color. With ambitious plans for 2025, including surpassing $1 million in sales, she offers valuable insights for aspiring entrepreneurs.

Patricia Menegoto, Head of Marketing and Community at Startup CPG, shares insights on a transformative year for the community. They reflect on the success of in-person networking events and impactful partnerships, including the GNC 'Next Big Thing' initiative. The pair discuss empowering female founders, brand matching successes, and their growing Shelfie Awards. Looking ahead to 2025, they reveal ambitious plans to strengthen connections among entrepreneurs and retailers, ensuring visibility for emerging brands in the competitive market.