The Startup CPG Podcast

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Floret. Go to tryfloret.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgWe have a really special episode today - Seth Goldman is back on the show! Over the past couple of years, Seth has come on the show a number of times for what we called the Pure Gold Series to talk field marketing, sustainability, trade shows, and even an “Ask Seth Anything.” I’ll link a playlist in the show notes with all our episodes with Seth because they are all so fun, full of wisdom, and were very popular. Seth is Co-Founder and Chief Change Agent of Eat the Change®. Seth is also the Co-Founder of PLNT Burger (which was just named in the top 10 restaurants for vegans by USA Today), Honest Tea, and Chair of the board of Beyond Meat. Last time Seth was on the show, Eat the Change had just launched Just Ice Tea and now the teas are available in over 5,000 stores, which I’m especially grateful for since I LOVE the berry hibiscus tea and want to be able to buy it everywhere. It was so fun to have Seth back on the show to catch us all up!Listen in as Seth shares about:Just Ice Tea’s fast growth and how the experience compares to growing Honest TeaEat the Change’s team setup and the importance of good partnersHow trade spend and field marketing support Just Ice Tea growing in storesUpdating the packaging on Cosmic Chews to better connect with consumersHow the team decided to discontinue Eat the Change’s first product, mushroom jerkyEat the Change’s recent $14M raise & the 10 year anniversary of Seth and Barry’s graphic novel Mission in a BottleAnd more!Make sure to stay until the very end because Seth drops great insights on leadership and mental health and how to prioritize as an entrepreneur pulled in so many different directions.Episode Links:Pure Gold series playlistEat the Change’s websiteSeth’s book - Mission in a BottleSeth’s LinkedInJust Ice Tea Instagram reel mentioned by JessiMentions: Big Geyser, Canada Dry LansingShow 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 (16K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereFloret Links:Sign up here for a free 2023 deductions auditCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Floret. Go to tryfloret.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgI’m so excited to have our friends at Social Nature back on the show! Today we get to chat with Annalea Krebs, founder and CEO of Social Nature, an all-in-one shopper marketing platform powered by 1 million natural shoppers. Because Social Nature has access to so much great data about natural shoppers, we’ve learned a ton here on the show from them about key trends in natural shopping and who the modern wellness consumer is. I’ve linked in the show notes our other episodes with Social Nature because they are jam packed with knowledge and always very popular. I’m really excited today to explore Social Nature’s new rebate program and what that means for brands driving trial at specific retailers, and I asked Annalea to come with updates on key trends they are seeing in their community, which are really fascinating.Listen in as Annalea shares about:Current top health goals for shoppersTrends on where people are shopping from, including the breakdown on large scale retailers and natural retailersTop product attributes shoppers are looking forSocial Nature’s recent B-corp certification and what that meansSocial Nature’s new rebate model and how it helps brands drive trial at retail faster and with more dataTips for making the most out of an in-store marketing campaignAnd more!Social Nature is a proud sponsor of Startup CPG.Episode Links:Social Nature websiteAnnalea’s LinkedInJoin the Social Nature community as a consumer hereAs a CPG Brand, learn more about Social Nature’s programs here or contact their team at marketing@socialnature.comMentions: Olipop, GoPuff, NotCo NotMilk, Primal KitchenLearn from & get to know the Social Nature team: Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica MalachEpisode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica MalachOverview of Digital Sampling with Social Nature founder Annalea KrebsEpisodes that mention Social Nature campaigns: Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)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 Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereFloret Links:Sign up here for a free 2023 deductions auditCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Floret. Go to tryfloret.com/startupcpgThis episode was sponsored by Cin7. Go to cin7.com/startupcpgToday I’m excited to feature another of the backpack brand winners from Startup CPG’s Mic Drop party at Expo East: Crooked Owl! Crooked Owl is the first probiotic, shelf stable, 5% ABV tepache brand on the market. They are also a member of 1% for the Planet. Through this partnership, they contribute one percent of profits to support underserved communities and sustainable agriculture practices in Mexico. We’re joined today by founders Cam Bailey & Dave Bailey. Mic Drop attendees loved Crooked Owl’s products, so I’m excited for you to learn more.Listen in as Cam & Dave share about:How they got started brewing tepacheTheir branding processTips for navigating the highly regulated alcohol industryTheir Mic Drop / Expo East experienceAnd more!Episode Links:Crooked Owl websiteCam’s LinkedInDave’s LinkedInMentions: Liquid DataShow 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 Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson hereFloret Links:Sign up here for a free 2023 deductions auditCin7 Links:Get a demo or claim your free 14 day trial of Cin7 inventory management software here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgToday I’m excited to feature one of the backpack brand winners from Startup CPG’s Mic Drop party at Expo East: Neeshi! Neeshi makes naturally nourishing and hormone balancing treats for menstruation through menopause. We’re joined today by founder Gita Vellanki. The Startup CPG team loves Neeshi’s products and so did Mic Drop attendees, so I can’t wait for you to learn more.Listen in as Gita shares about:How Neeshi got started from branding to packaging to recipes to how Neeshi’s products have helped her and her family and now so many othersHer experience with SKUStarting in retail with Celery RetailHow she’s grown Neeshi’s subscribersWhat’s next for NeeshiAnd more!Episode Links:Neeshi websiteGita’s LinkedInShow 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 Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgI’m so excited today to learn from Twrl Milk Tea, a long time and very active member of the Startup CPG Community! We’re joined by co-founder Olivia Chen, and Twrl was recently a Shelfies finalist for their Ube milk tea. Twrl Milk Tea makes the world’s first canned milk tea made with pea milk and single-origin, non-GMO, organic tea, and they also make chewy cafe style boba toppings, which are the new sprinkles! Twrl is women & minority owned, and they were recently certified as a women-owned business by Women's Business Enterprise National Council. Twrl launched in 2021 and has accomplished so much in the last couple years that I can’t wait to dig into.Listen in as Olivia shares about:How Twrl got started and behind the scenes of starting a new categoryTheir recent retail launches with Central Market, Wegman’s, and in just a week, nationwide with Sprouts, and tips for standing out to retailersTwrl’s marketing, press, and event strategies and how they leverage unique moments like Pop Up Grocer and getting an advertisement in New York City’s Times SquareTheir test with Costco and tips for testing your team’s infrastructure and evaluating retail opportunitiesAnd more!Episode Links:Twrl Milk Tea websiteTwrl’s Cookbook Zine: Boba is the New SprinkleOlivia’s LinkedInShow 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 Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgWe’re bringing you an episode from the archives today while I’m on vacation - so many listeners loved this episode from February because Sandra gives such practical and actionable advice and such honest insights into topics like Shark Tank and fundraising that are so hard to find. Since this episode released, Nopalera has released their Dulce de Cuerpo products, a cactus shower gel and cactus cream in beautiful aluminum bottles, their body scrub was voted #1 by People magazine, and they’ve launched a pop up store in Silver Lake in Los Angeles that’s open until December 5, 2023 (be sure to visit if you are in LA!), and those are just a few highlights! This was one of my favorite episodes, so I wanted to bring it back and give those of you who hadn't had a chance to listen to this one to give it a listen now and I hope you enjoy. Let me know what you think and I'll see you next week.I love that I get to bring you more Shark Tank content so soon, and with one of my favorite people. Today’s guest is Sandra Velasquez, the CEO & Founder of Nopalera, and a very early member of the Startup CPG community. Nopalera creates Mexican botanicals for bath & body, and as you’ll hear, have become a staple in my life. Sandra appeared on Shark Tank last month during Season 14, Episode 12, and I’m so glad she agreed to come on the show and share the details with us. You don’t need to pre-watch the episode to enjoy the conversation, but I definitely recommend tuning in to watch Sandra’s incredible pitch and how she gracefully received and ultimately turned down two offers from the Sharks. Nopalera also recently closed a fundraising round of $2.7 million unrelated to Shark Tank!Listen in as Sandra shares about:The process of applying to Shark Tank and preparing to air from the opening pitch to outfit vettingHow eerily quiet the time in the Tank isSandra’s affirmations and prep going into the TankHow her team prepped for consumer demand and the real numbers from Amazon and their website after airing (Sandra really gives us the nitty gritty details and I love it!)The process of raising $2.7 million including valuation work and legal fees to expectHow Sandra developed a fundraising network from scratchWhat’s next at NopaleraAnd more!You also may notice our intro music is a little different, I wanted to feature a song from Sandra’s band, Pistolera - this is "Nuevos Ojos", which was featured in Season 4, Episode 12 of the show Breaking Bad.Episode Links:Nopalera website & IG/TicTok handle @nopalera.coSandra’s LinkedInThe Nopalera Podcast (recent episode about the new popup store & products here)Link to Season 14, Episode 12 of Shark TankMitú article: "Why Nopalera CEO Sandra Velasquez Chose To Decline Two ‘Shark Tank’ Deals"Other Startup CPG Shark Tank episodes: #77 Making a deal on Shark Tank with wildwonder's Rosa Li, #57 Shark Tank, Sea Moss, and an Ocean of Potential with Alexiou GibsonBrand mentions: Luna Magic, Liquid DeathShow 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 Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson here

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgIt’s Expo East recap time! New Hope Network announced on the opening day of this year’s Expo East that it would be last Expo East after nearly four decades. There will be a new format next August called Newtopia Now, which will discuss a little in the episode. Whether you weren’t able to attend Expo and are hoping to learn what is was like or if you attended but want to hear the trends and takeaways, this episode has something for you. I asked our resident Startup CPG friend and press expert Monica Watrous, Managing Editor of Food Business News & Editor of Food Entrepreneur to join us today, along with Patricia Menegoto, Startup CPG’s Head of Community & Kiki Huddleston, our Startup CPG Social Media Manager. Listen in as we discuss favorite bites and sips, trends, the new Startup CPG section at Expo East sponsored by Nielsen IQ, the Backpack Brands from the epic Startup CPG Mic Drop Party, and more.Episode Links:Food Business News article by Monica: Startup CPG to showcase early-stage brands at Expo EastFood Business News article by Monica: Three trends at Natural Products Expo EastMonica Watrous LinkedIn, Food Business News, Food EntrepreneurKiki Huddleston LinkedInPatricia Menegoto LinkedInMentions: Blue Zones Kitchen, Newtopia Now, Must Love, Bundle x Joy, Mocktail Club, hey freya, Hazelicious, Growee Foods, Pricklee, Seedly, Better Sour, Neeshi, Crooked Owl, S’NOODS, Halmi, Pedestrian Project, Journ, Chutni Punch, Soom, Mocktail Club, Blobs, Geem, Snoods, Reprised Health, Root Foods, Blobs, Moss, Fila Manila, Paro, Bollygood, Pzaz, Journ, Treehouse Naturals, Freshly, Must Love, Sweet TahiniShow 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 Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super FantasticsGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here. RangeMe LinksRangeMe websiteListen to our episode (#108) with RangeMe founder, Nicky Jackson here

Today’s episode is a special recording of our first LinkedIn LIVE podcast episode where we announced the winners of the third annual Startup CPG Shelfies Awards! Thank you to those of you who joined live - we had so much fun! You’ll hear the voices of Startup CPG’s founder Daniel Scharff, Patricia Menegoto, Startup CPG’s Head of Marketing & Community, Jenna Movsowitz, Startup CPG’s Spotlight Magazine Managing Editor, and of course my voice. Plus, special guests presenting the branding award Kirk Visola and Andy Kurtts. If you are listening to this before October 5th, you still have time to sign up for our in-person celebrations in New York City and Los Angeles, which I’ll link in the show notes or that can be found on Startup CPG’s Eventbrite page. Also, make sure to check out the special edition of the Spotlight Magazine that highlights all of the incredible finalists and winners (and that you can build your own shopping list from). Thanks for joining us in celebrating our incredible Shelfies applicants, finalists, and winners! And thank you to Floret for sponsoring this year’s awards!Episode Links:Shelfies Award sponsor FloretSpecial Shelfies Edition of the Startup CPG magazineNYC Shelfies PartyLA Shelfies PartyWinners mentioned: Viv - Viv Cup, Pedestrian Project - Walker’s Cream, Journ - Kauai Color Corrector, Funk It Wellness - Cycle Bites, All Phenoms - Defense blend, Exeer - Mint Soother, Kinship Milk Tea - Earl Grey Milk tea, Whist - Lychee, Absurd Snacks - Rockin’ Rosemary Sea Salt, Better Sour - Pomegranate Tangy, Goddess Mousse - Vegan Raspberry Chocolate Mousse, House of Kajaana - Cauliflower Tikka Masala, NoBull - Original, Seeductive Foods - Marinated Feta, Full of Beans Kitchen - Pancake & Waffle Mix, One Trick Pony - Kinda Crunchy Peanut Butter, Desert Dust - Original Desert Dust, Sideyard Shrubs - Strawberry-Infused Vinegar, Begin Health - Growing Up Prebiotics, Open Eye - Masala Chai, Petaluma - Roasted Peanut Butter & Sweet Potato Baked Food, Geez LouiseThis episode was sponsored by Settle. Go to https://www.settle.com/gostartupcpgThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgSettle Links:Settle websiteTake the Settle Bill Pay for a spin hereGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.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 Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics

It’s tough getting buyers’ attention, let alone getting them all the information they need to review your product. In 2014, a fellow emerging CPG brand founder realized there had to be a better way for startups and innovators to get discovered by buyers in the CPG industry. Nicky Jackson created the platform RangeMe to solve that problem and today RangeMe is the leading product discovery and sourcing platform with over 15,000 buyers. Retailers like Thrive Market, Albertsons, and many others handle all their new product submissions through RangeMe now. Today we’re joined by founder Nicky and by Vir Satyan, RangeMe’s SVP of Supplier Success to go through how our community brands can best leverage RangeMe as a platform. RangeMe and Startup CPG have also partnered to offer an exclusive discount for our community members on a premium RangeMe subscription, with an option to secure guaranteed meetings, and we’ll share all the details in the episode and the link to take advantage of the offer is in the show notes.Listen in as Nicky & Vir share about:RangeMe’s founding story from Nicky’s big CPG background to starting her own emerging brand to then starting a platformWhich retailers use RangeMe and how they use itHow emerging brands find the most success on the platformIdeas for using RangeMe prior to and after a trade show like ExpoHow RangeMe can help with distributor relationships and channels beyond grocery like foodserviceWays that buyer behavior on RangeMe has changed since the pandemicDetails on the Startup CPG & RangeMe partnership, which includes face-to-face buyer meetingsHow ECRM shows work and how they are different from other trade showsAnd more!This episode is sponsored by RangeMe. Go to https://www.rangeme.com/landing-page/StartupCPGThis episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgThis episode was sponsored by Settle. Go to https://www.settle.com/gostartupcpgEpisode Links:RangeMe websiteNicky’s LinkedInVir’s LinkedInBrands mentioned: Machu Picchu, MaazahGraphite Financial Links:Graphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Settle Links:Settle websiteTake the Settle Bill Pay for a spin hereShow Links:Join the Startup CPG Slack community (15K+ members and growing!)Follow @startupcpgVisit host Jessi's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics

This week we're bringing you an episode from the archives, our most popular episode of all time that played this January of 2023 and was with Liquid Death. I got so many comments about this episode; I had so much fun during this episode, so I wanted to bring it back and give those of you who hadn't had a chance to listen to this one to give it a listen now and I hope you enjoy. Let me know what you think and we'll see you next week.I figured it was worth putting my soul on the line to bring you some behind the scenes content from one of the hottest brands in CPG. Just a few months ago in October 2022, Liquid Death Mountain Water closed a $70 million Series D round that valued the company at $700 million, their products are in over 60,000 retailers nationwide, they have over 160 employees, and they were only founded in 2018, so things are just getting started. Hamid Saify, Liquid Death’s SVP of Digital Retail, one of the company’s first hires and a long-time Slack community member, joins us today to dig into how he and the team at Liquid Death creates such incredible marketing and branding.Listen in as Hamid shares about:Liquid Death’s early days testing paid social ads, video content, copywriting, community-building, and choosing to focus on niches like action sports and heavy metalWhy their marketing is entertainment-led rather than product/feature-led - including some of Hamid’s favorite campaigns like one that included drawing Tony Hawk’s blood!?How starting with a focus on ecommerce helped their eventual retail expansionHow they’ve used Amazon DSP and why they’ve 10xed their investment in Amazon in the last year and a halfThe importance of bridging the physical and digital worlds and their work on Instacart, a new rewards program, and frequent merch dropsThe details behind joining their Country Club and how some people want their souls backHow Hamid and team noticed something magical happening in their reviews and used it as a community-building momentAnd so much more!This episode was sponsored by Graphite Financial. Go to graphitefinancial.com/cpgThis episode was sponsored by Settle. Go to https://www.settle.com/gostartupcpgEpisode Links:Liquid Death’s website & IG & TikTok @liquiddeathHamid’s LinkedInThe Liquid Death Country ClubThe Time-Waster 5000Fastest-Growing Emerging Brands on Instacart 2022Companies mentioned: Pear Commerce, Tinuiti, OkendoGraphite Financial LinksGraphite Financial websiteDownload a free financial model template, chart of accounts template, and more hereListen to our episode with Graphite founder, Paul Bianco, episode #96 here.Settle Links:Settle websiteTake the Settle Bill Pay for a spin hereShow Links:Join the Startup CPG Slack community (14K+ members and growing!)Follow @startupcpgVisit host Jessi Freitag's Linkedin or websiteQuestions or comments about the episode? Email Jessi at podcast@startupcpg.comEpisode music by Super Fantastics