The Startup CPG Podcast

Join Daniel Scharff in this episode of the Startup CPG Podcast as he dives deep into beverage with Sean Lynch, known as the head of sales during the blast off years at Liquid Death and now President at Halfday. Daniel and Sean have a discussion focused on the growth of sales at Liquid Death especially around the field sales team responsible for so much of its success.Sean also emphasizes the strategic importance of hiring team members aligned with brand values and reflects on his experiences with trade show strategies that drive business growth.This episode is sponsored by SimplyDepo. SimplyDepo is a super sales and merchandising platform designed to help emerging brands win independent stores. Powered by technology, they help you find potential customers, digitize all ordering and merchandising activities, and get all the store insights you need to scale your business. If you are looking for solid management support to scale, visit https://get.simplydepo.com/startupcpg/Listen in as they share about:Halfday Iced Tea's Brand Story and ProductsSean's Experience at Liquid DeathSales Strategy and ExecutionDSD Network BuildingTeam Structure and RolesManagement and VerificationHiring and Team CultureTrade Shows and ExhibitionsAdvice for Early-Stage Brands Tactical Advice for In-Store SuccessEpisode Links:Halfday WebsiteLiquid Death Website Sean Lynch LinkedInDon'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

Welcome to another bonus episode of the Startup CPG podcast!Grace Kennedy is joined by Patricia Menegoto and Kiki Huddleston from the Startup CPG team to dive into the exciting highlights of Fancy Foods 2024. They explore the inaugural Startup CPG Pavilion, showcasing standout brands and innovative products. From trends like plant-based seafood to the allure of Korean and Japanese cuisines, they uncover the latest in clean ingredients, natural sugars, and non-alcoholic beverages. They also emphasize the importance of community, collaboration, and effective networking at trade shows, offering invaluable advice for first-time exhibitors.Don't miss this episode to elevate your CPG business—Tune in now!Listen in as they share about:Startup CPG PavilionEvent HighlightsNotable Brands and ProductsTrends and Observations in the CPG IndustryBooth Designs at Trade ShowsInternational RepresentationStandout Products and BrandsAdvice for ExhibitorsEpisode Links:Kiki on LinkedInPatricia on LinkedInDon'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 (15K+ 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 special guest Roberta Townes, a Senior Category Merchant at GNC, proud partner of the Startup CPG Community. Roberta shares insights into GNC's global impact and the strategic success stories of its diverse brand portfolio. They delve into the complexities of launching new brands and selecting prime store locations, offering individuals a deep dive into GNC's retail strategies tailored to current market trends.Whether you’re a seasoned entrepreneur or aspiring brand innovator, this episode is a great deep dive into one of the most exciting health and wellness retailers (and one of the top in the world by door count).Tune in now!Listen in to learn about:Roberta's Career Transition and Role at GNCGNC Overview and International OperationsBrand Partnerships and ExclusivityKey Elements of a Successful Pitch to GNCDiscovery and Selection ProcessConsumer Engagement and LoyaltyInterventions for Underperforming BrandsBrand-Merchant RelationshipTrends and Opportunities at GNCImportance of DemosEpisode Links:GNC’s WebsiteRoberta Townes’s LinkedInDon'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 (15K+ 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 bonus episode of the Startup CPG podcast, Grace Kennedy is joined by Sarah Nathan, the visionary founder behind NOOISH, a pioneering brand revolutionizing the instant matzo ball soup market. Sarah brings a wealth of experience from both the consumer packaged goods (CPG) industry and the rich tapestry of Jewish culinary traditions. Together, they explore Sarah's journey from inspiration to product development, navigating challenges in recipe refinement and manufacturing decisions.Sarah shares her insights into creating a shelf-stable, mass-market product that stays true to its cultural roots. She discusses the meticulous process of collaborating with experts to perfect the recipe and her bold decision to self-manufacture, ensuring quality and control every step of the way. Alongside product innovation, Sarah reveals her strategies for funding, including community-driven support from family and friends and a successful Kickstarter-like campaign.As NOOISH prepares for its launch, Sarah outlines upcoming milestones such as finalizing recipes and commencing manufacturing in a new facility.Tune in now!Listen in as they share about:Background and Inspiration for NOOISHPurpose and Mission of NOOISHChallenges and Decision to Start NOOISHProduct Development and InnovationCollaborations and SupportPersonal Connections and Community ImpactResources and FundingCultural RepresentationMarket Strategy and Future VisionEpisode Links:NOOISH WebsiteSarah Nathan’s LinkedInDon'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 (15K+ 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 is joined by Andrew DiLullo and Victor Vo from AdCrunch to dive into effective strategies for leveraging Meta (Instagram and Facebook) Ads to fuel growth for CPG  brands. They discuss the profitability of Meta Ads, emphasizing the importance average order value (AOV) of $75, and much more. They highlight the success of products with clear problem-solving angles and the necessity of continuous testing and iteration in ad campaigns.Gain insights into creating enticing offers, testing various hooks and video content, and understanding the significance of catalog campaigns and retargeting. Additionally, special service packages tailored for Startup CPG brands are introduced, with Andrew and Victor assigned to create valuable resources like a profitability calculator guide, a catalog campaign setup guide, and a hook sheet template.AdCrunch Digital’s exclusive offer for Startup CPG is a $2500 package with hook iterations, research, and 5 videos per week. Or, for $1500 you get 4 coaching sessions per month along with frameworks and best practices and operating processes.To request the hook template or the special Startup CPG offer, email startupcpg@adcrunchdigital.com Listen in as we share about:Key Metrics and ProfitabilityEffective Advertising StrategiesImportance of OffersContext of Market ChangesSpecific Examples and RecommendationsBrand Messaging vs. Consumer AppealApproach to Content Creation and OptimizationOptimizing Ad Spend and ScalingSetting Up and Managing AudiencesBudget and Growth StrategiesEpisode Links:Ad Crunch’s Website Victor Vo’s LinkedInVictor Vo’s Email: victor@adcrunchdigital.comAndrew DiLullo’s LinkedInAndrew DiLullo’s Email: andrew@adcrunchdigital.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 (15K+ 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 mini-episode of the Startup CPG podcast, Daniel Scharff dives into the world of data-driven decision-making with Max Dichter, CEO of 4th & Heart, and Jamie Nguyen, the Director of Finance and Strategy. 4th & Heart, the largest and fastest-growing ghee company in the US, is on a mission to highlight the benefits of ghee over traditional butter. Follow 4th & Heart's journey, from starting operations in a shared kitchen space to achieving national distribution in over 12,000 stores.In addition, Max and Jamie discuss their strategic use of data to drive growth, enhance product offerings, and outpace the competition. Learn how they leveraged data to re-enter major retailers like Target, expand their product line with innovations like the ghee butter stick, and strategically position their brand in the competitive marketplace. Jamie also provides insights into their processes for gathering, analyzing, and utilizing data to inform forecasts, projections, and key business decisions.If you're just starting out, take advantage of NielsenIQ’s Byzzer™  offer through Startup CPG to get three free reports and kickstart your data journey today!https://byzzer.com/startupcpg/Listen in as they share about:4th & Heart's Product and Company OverviewInsights on GheeProduct InnovationsNIQ  Byzzer™  Data UtilizationStrategic Insights from DataRecommendations for Emerging BrandsPersonal Anecdotes and EngagementEpisode Links:4TH AND HEART WebsiteMax Dichter’s LinkedInJamie Nguyen’s LinkedInDon'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 (15K+ 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 bonus episode of the Startup CPG podcast, Grace Kennedy sits down with Maria Covarrubias, the founder of Cien Chiles. Maria shares her inspiring journey from Guadalajara, Mexico, to becoming a chef in the USA, and the motivation behind creating her authentic, homemade-tasting salsa. They delve into her transition from a culinary career to launching Cien Chiles during the pandemic in August 2020, and how she balanced this venture with her corporate job until she took the leap to focus full-time on her startup in April 2022.Maria opens up about the emotional and logistical challenges she faced, as well as the significant growth and recognition Cien Chiles has achieved, including becoming a finalist at Expo West. She highlights the importance of customer and community engagement through product demos, social media, and strong relationships with retailers. Don’t miss Maria's insightful tips on brand development, visual identity, and deepening market penetration.  Tune in now!Listen in as they share about:Background of Cien ChilesBrand Development and LaunchExpansion and Retail PartnershipExpo West and Trade Show StrategyTechnical Issues and BreaksAdvice on SpendingBuilding Community and Customer EngagementFuture Plans and GrowthEpisode Links:Cien Chiles WebsiteMaria Covarrubias LinkedInDon'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 (15K+ 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 leads an engaging conversation with Simon Solis-Cohen, the founder of Huxley, launched in March 2024 which has roared on the scene with a lot of early success and accolades. Drawing inspiration from nature and national parks, Huxley's branding resonates with a wide audience, including Gen Z, baby boomers, and 'Diet Coke moms.'Learn about the strategic milestones, from Expo West debut to partnerships with UNFI, Lululemon, and Misfits Market. Follow Huxley's slow growth approach, navigating challenges and celebrating success, including a top-three finish at the Beverage Forum x Startup CPG pitch competition.Tune in for insights into entrepreneurship, innovation, and conscious consumerism, and be inspired to embark on your own startup journey!Listen in as Simon shares about:Launch and Success of HuxleyChallenges and Strategies in Expo WestIngredients and FormulationDesign and Development ProcessImportance of Labels and BrandingTaste and Flavor DevelopmentBrand InspirationSustainability and Social ResponsibilityTarget Audience and Market StrategyIndustry Events and NetworkingLinkedIn Outreach and CRM IntegrationFinancial InvestmentExecution Strategy and Future PlansEpisode Links:Huxley’s WebsiteSimon Solis-Cohen’s LinkedInDon'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 (15K+ 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 bonus episode of the Startup CPG podcast, Grace Kennedy delves deep into the world of clean, plastic-free beauty with Justin Wolff, the founder behind Junk Theory. They discuss Junk Theory's genesis and mission to end the plastic era in beauty. From strategic partnerships to sustainable packaging innovations, they explore every facet of building a brand that prioritizes both product quality and planet-friendly practices.Justin shares the brand's commitment to offering premium-quality products while staying true to its ethos of honesty and authenticity. Through a curated range of essential skincare products, Junk Theory aims to redefine beauty standards and inspire a new generation of conscious consumers.Listen now and join the movement towards cleaner, greener beauty!Listen in as they share about:Justin's Background in Social EnterpriseGenesis of Junk TheoryFocus on PackagingCutting through the Noise of Clean BeautyApproach to Getting into Customers' HandsPartnerships and Utilizing PRRetail StrategyFunding and FundraisingSustainability and Brand MissionChallenges and AdviceEpisode Links:Junk Theory’s WebsiteJustin Wolff’s LinkedInDon'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 (15K+ 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

Join Daniel Scharff and special guest Darren Viscount, senior natural living category manager at Bristol Farms, in this episode of Startup CPG Podcast as they explore the world of emerging health and wellness brands. Darren shares his passion for natural living products, which are influenced by his personal health journey and his overcoming of cancer. Discover the latest trends in gut health items and learn about successful brand strategies that foster emotional connections.Darren highlights the importance of empathy, kindness, and personal connections in his career. He reveals his meticulous approach to selecting new brands and unveils exciting plans for his upcoming podcast, which will focus on promoting community-building and industry insights through a unique roundtable format.Darren's dedication to connecting with people, prioritizing relationships, and empowering team members within retail environments is evident. Hear about his innovative strategies for team empowerment, inclusivity, and creating excitement around natural living products through themed events.Tune in nowListen in as Darren shares about:Bristol Farms OverviewSupplements and Consumer TrendsConnecting Through VulnerabilityCommunity Building and Personal EngagementProduct and Store FeaturesCategory ManagementTrends and InnovationsRetail Strategy and EventsBrand Submissions and VisibilityFuture InitiativesEpisode Links:Bristol Farm’s WebsiteDarren Viscount’s LinkedInDon'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 (15K+ 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