The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Alex Borschow, Managing Partner at Rocana Ventures, to explore what Series A investors actually look for in consumer brands. The conversation dives deep into defining product-market fit, understanding traction metrics across channels, and why thoughtful, mission-driven capital matters for building sustainable CPG brands.Alex shares how Rocana Ventures approaches Series A investments ($7-25M revenue) with a focus on authentic better-for-you brands, omnichannel traction, and strong unit economics. He discusses the importance of evaluating velocity metrics in retail, repeat purchase rates in DTC, and why Amazon rankings and reviews are critical indicators of consumer adoption. Drawing from portfolio successes like Olipop, Alex reveals what separates compelling investment opportunities from brands that aren't quite ready—and how founders can position themselves for success before they start raising capital.Throughout the episode, listeners gain insider perspective on investor-founder dynamics, the traits that define resilient leadership, and practical benchmarks for DTC retention (30-60% vs. outdated 10-12% standards), retail velocities (units per SKU per store per week), and club channel performance. Alex also emphasizes why not every metric has to be perfect to raise capital—but founders must demonstrate accountability, self-awareness, and a clear roadmap for addressing gaps. Whether you're building toward Series A or evaluating your first institutional round, this conversation offers clarity on what matters most when building a fundable, mission-driven CPG brand.Listen in as they discuss:How Rocana Ventures evaluates Series A brands ($7-25M revenue, omnichannel traction)What product-market fit looks like across DTC, Amazon, retail, and club channelsWhy repeat purchase rates and customer retention define long-term brand valueUnderstanding retail velocity metrics: units per SKU per store per weekThe importance of baseline velocity increases post-promo in retailDTC metrics evolution: from LTV/CAC to payback periods and 30-60% retention benchmarksAmazon rankings, reviews, and ROAS as critical indicators of consumer adoptionClub channel dynamics: Costco roadshows, rotation benchmarks, and chunky POsWhy household penetration and unaided brand awareness matter at scale ($50M+)Founder traits that matter most: humility, accountability, coachability, and transparencyThe postmortem mindset: learning from failure and embracing dissonanceWhy Rocana's 60%+ strategic LP base creates differentiated value beyond capitalHow to choose the right investment partner and build relationships before fundraisingRed flags vs. green flags: confirmation bias, honesty, and addressing weak metricsEmerging opportunities Rocana is excited about in better-for-you consumerEpisode Links:Rocana Ventures Website: https://www.rocanaventures.com LinkedIn: https://www.linkedin.com/company/rocanaventuresAlex Borschow - General Partner, Rocana Ventures LinkedIn: https://www.linkedin.com/in/alexborschow/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.comShow 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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah'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, Caitlin Bricker speaks with Amie Kesler, founder of Carolyn’s Krisps—a rapidly growing, better-for-you snack brand reinventing a cherished family recipe into a modern, dairy-free and gluten-free product line. What began as a nostalgic cheddar crisp made by Amie’s grandmother has evolved into a differentiated portfolio of sweet and savory snacks defined by unique texture, bold flavor profiles, and a strong emphasis on inclusivity and quality.Amie discusses the early days of the business—from hand-rolling dough and selling through a cubicle sign-up sheet to operating a self-manufactured brand in its fourth commercial facility. She shares how a disciplined, incremental approach to R&D and retail allowed Carolyn’s Krisps to scale without compromising its product integrity or financial fundamentals.The conversation explores what it means to build a brand with intention: leveraging independent retailers as strategic partners, investing in operational efficiency, navigating pack size and pricing decisions, and planning for regional expansion. Amie also reflects on the importance of maintaining a strong brand identity while introducing innovative formats, including seasonal chocolate bark and nostalgic flavor combinations.In addition, she provides valuable insights from opening Carolyn’s Krisps’ pop-up snack shop—a curated retail environment featuring other emerging brands. Making the shift from founder to buyer has reshaped her perspective on relationship-building, product presentation, pricing, and communication, offering lessons that are applicable for CPG operators at all stages.Listen in as they share about:The evolution of Carolyn’s Krisps from family recipe to commercial product lineDeveloping better-for-you snacks driven by nostalgia, taste, and textureScaling manufacturing responsibly while maintaining product qualityLeveraging independent retailers and community-driven growthPricing, pack architecture, and trade spend considerations for retail expansionInsights gained from operating a pop-up retail spaceBest practices for brand communication, follow-up, and relationship managementCreating memorable customer experiences through thoughtful detailsExploring new formats and limited-run innovationsEpisode Links:Website: https://www.carolynskrisps.com/Instagram: @carolynskrispsLinkedIn: https://www.linkedin.com/in/ahkesler/ 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 (30K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, shares her extensive expertise in food product development. She discusses the critical first steps for bringing food innovations to market, such as choosing the right product developers and the intricacies of frozen logistics. Jamie notes the benefits of sourcing ingredients locally and the importance of understanding the economics behind co-manufacturing. Additionally, she emphasizes building strong relationships with partners to navigate challenges and ensure long-term success.

In this episode of the Startup CPG Podcast, Hannah Dittman speaks with Nick Giannuzzi, founder and managing partner of Humble Growth—an investment firm intentionally designed to shift the traditional power dynamic between founders and investors. Nick traces his career from representing Vitaminwater in its early days to building a leading CPG-focused law firm, and eventually launching a $312M growth fund backed by industry operators who understand firsthand the realities of scaling consumer brands.Nick discusses why thoughtful, founder-aligned capital remains rare in the CPG space, and how Humble Growth approaches investing with transparency, discipline, and long-term partnership at the core. He emphasizes the importance of working backwards from an eventual exit, building operational and financial foundations early, and maintaining rigorous standards even amid the daily pressures of running a business.With decades of experience advising and investing in brands, Nick sheds light on the common pitfalls he sees founders face, the characteristics that define resilient leadership, and the structural considerations that often determine whether a business can scale, transact, and ultimately endure.Listen in as they discuss:The origins and philosophy behind Humble GrowthTransitioning from legal counsel to growth investorWhy building a business that can transact is essential—even if you don’t plan to sellStrategic considerations for growth-stage brands, from margins to channel strategyThe role of discipline in evaluating opportunities and operatorsFounder traits that drive long-term success—and where they can become obstaclesBalancing operational excellence with strategic foresightHow investors and founders can work together beyond quarterly board meetingsBest practices for preparing documentation, data, and structure ahead of fundraisingEpisode Links:Website: https://www.humblegrowth.com/Personal LinkedIn: https://www.linkedin.com/in/nick-giannuzzi-6a550b14b/ Company LinkedIn: https://www.linkedin.com/company/humblegrowth.com/ 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.comShow 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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

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In this episode of the Startup CPG Podcast, Caitlin Bricker interviews Liv Truesdell, founder of FROST Buttercream, an emerging brand bringing bakery-quality, meringue-based buttercream to retail shelves with fewer ingredients, less sugar, and a noticeably elevated taste profile. Liv shares her journey from investment banking to building a family-run food business, working alongside her mother as co-founder, and developing a product designed to meet consumer demand for cleaner, less cloying desserts.The conversation highlights how FROST approaches formulation, packaging, and education in a category where most consumers are unaware that conventional “buttercream” often contains no real butter. Liv explains the complexities of producing meringue-based buttercream at scale, the trade-offs of small-batch manufacturing, and the brand’s thoughtful expansion into retail, demos, and eventually food service—all while maintaining quality and operational discipline.The episode also touches on early wins, from a Startup CPG Shelfie Award to distribution in notable New York City retailers, as well as strategic collaborations that have helped introduce the product to new audiences. Throughout, Liv reflects on the importance of community, consumer feedback, and patience when navigating the challenges of an early-stage CPG business.Listen in as they share about:The inspiration and development behind FROST ButtercreamWhy meringue-based buttercream stands apart from standard formulationsEducating consumers in a category with entrenched expectationsStrategic retail expansion and the role of demos in adoptionOperational realities of small-batch production and scalingEarly collaborations, brand recognition, and retail partnershipsLessons learned during the first year of building a CPG companyEpisode Links:Website: https://frostbuttercream.com/Instagram: @frostbuttercreamDon'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 Caitlin'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, host Daniel Scharff sits down with the Hungryroot team for an exclusive inside look at how the fast-growing food tech platform curates products, personalizes grocery shopping through its innovative Smart Cart technology, and simplifies meal planning for millions of customers.The Hungryroot buyers reveal exactly how they evaluate new products, source clean ingredients across categories like meat, seafood, and snacks, and navigate operational challenges in packaging, shipping, and scaling partnerships. They break down what makes a product launch successful, how customer feedback shapes category strategy, and what emerging brands need to know before pitching to the platform.The episode closes with nearly 20 CPG brands pitching directly to Hungryroot buyers in real time, offering listeners a rare, behind-the-scenes view of what it takes to launch and grow on one of the most innovative personalized grocery platforms in the market.Listen in as they discuss:How Hungryroot's Smart Cart personalizes grocery shopping and meal planningWhat buyers look for when evaluating new products and brand partnershipsSourcing strategies and emerging trends in meat, seafood, and clean-label snacksOperational challenges with packaging, shipping, and ready-to-eat meal innovationThe importance of brand volume and scaling successfully on the platformWhy the launch is just the beginning: ongoing support and growth strategiesReal-time brand pitches from nearly 20 CPG founders to Hungryroot buyersOpportunities in food innovation, clean ingredients, and personalized nutritionHow customer feedback drives category expansion and product curationKeys to building successful long-term partnerships with HungryrootEpisode LinksHungryroot Website: https://www.hungryroot.com LinkedIn: https://www.linkedin.com/company/hungryrootChris Battaglia - Director of Strategic Sourcing Meat and Seafood, Hungryroot LinkedIn: https://www.linkedin.com/in/chris-battaglia-47569347/Nika Mosenthal - VP of Food Experience, Hungryroot LinkedIn: https://www.linkedin.com/in/nikamosenthal/Keri Cardenas - Category Lead, Hungryroot LinkedIn: https://www.linkedin.com/in/keri-cardenas/Julia Bello - Director of Category Management, Hungryroot LinkedIn: https://www.linkedin.com/in/juliabello/Daniel Scharff - Founder, Startup CPG LinkedIn: https://www.linkedin.com/in/danscharff/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 (30K+ 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, host Hannah Dittman sits down with Karl Franz Williams, founder of Uncle Waithley's—a small-batch, real-ingredient Caribbean-inspired ginger beer redefining what a classic mixer can be. Karl shares his unique journey from electrical engineering at Yale to brand management at Procter & Gamble and Pepsi (working on Sunny Delight, Hawaiian Punch, and Mountain Dew), to opening award-winning bars and restaurants in New York, and finally coming full circle to launch a beverage brand rooted in his St. Vincent heritage.The conversation reveals the unglamorous reality of founder fundraising—from navigating friends and family rounds with a 10x wealth gap, to crowdfunding on StartEngine, to winning $100K from Pharrell Williams' Black Ambition prize. Karl candidly discusses why raising growth capital while simultaneously building credit is essential for beverage brands, the challenge of minimum production runs ($100K+ for 5,000 cases), and why being "over-accelerated" through grant programs is often the only path for underrepresented founders to reach institutional investors.Throughout the episode, listeners gain practical insights on forecasting and budgeting to avoid running out of runway, building retail velocity before scaling breadth, and why Whole Foods investing in Uncle Waithley's validates both the product and the cultural moment for Caribbean flavors. Whether you're navigating early-stage capital constraints, building a culturally rooted brand, or trying to break into the non-alcoholic beverage space, this conversation offers honest lessons on sustainable growth and strategic fundraising.Listen in as they discuss:Karl's journey: from P&G and Pepsi brand management to award-winning NYC bars to beverage founderUncle Waithley's origin story: family recipes, cultural authenticity, and Caribbean flavor innovationThe two-pathway fundraising reality: growth capital AND credit/inventory financingWhy friends and family fundraising has a 10x wealth gap for Black foundersCrowdfunding on StartEngine: creating brand ambassadors and controlling your valuationWinning $100K from Pharrell Williams' Black Ambition prize and the accelerator routeProduction minimums in beverage: why co-packers want $100K+ runs from day oneHow Whole Foods became an investor and the validation that brings to emerging brandsBuilding on-premise distribution: why bartenders and mixologists matter for velocityThe NA/alcohol replacement opportunity: 27% YOY growth and $800M+ marketForecasting, budgeting, and capital allocation: avoiding the "ran out of money" storyBuilding depth over breadth: creating a replicable velocity playbook before scalingUNFI Up Next and Whole Foods LEAP programs: prioritizing opportunities with sustainable valueEpisode Links:Website: https://www.unclewaithleys.com/ Personal LinkedIn: https://www.linkedin.com/in/karl-franz-williams-2182aa/ Company LinkedIn: https://www.linkedin.com/company/uncle-waithleys-beverage-company/ 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.comShow 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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah'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, Caitlin Bricker sits down with Erica Groussman, founder of Trubar—a vegan protein bar brand in nearly 25,000 retail locations doing close to $100 million in gross revenue. Erica shares her journey from going door-to-door with laminated signs and brown boxes to building a brand focused on what women actually want: high protein and fiber without sugar alcohols or seed oils, all wrapped in decadent dessert flavors.The conversation reveals how Erica built Trubar by wearing every hat—from negotiating ingredient contracts with zero background to hand-repacking four-count boxes for hours to fulfill big orders. She discusses her retail strategy (or lack thereof in the early days), the importance of reformulating to remove seed oils and add fiber, and why not taking yourself too seriously while staying in the day-to-day operations has been key to her success. Erica also shares insights on launching Trubar Kids nationwide, partnering with Universal for a Wicked collaboration, and navigating the challenges of being a female founder in a male-dominated industry.Packed with candid stories about building credibility through transparency with vendors, leveraging LinkedIn to break into Whole Foods, and maintaining levity while scaling to Target and Costco, this conversation is essential for founders learning to balance authenticity with ambition, female entrepreneurs navigating industry dynamics, and anyone building a better-for-you CPG brand.Listen in as they share about:Trubar's origin story: door-to-door sales with brown boxes and laminated signsBuilding a protein bar specifically designed for what women wantReformulating to remove seed oils and increase fiber contentHand-repacking orders and wearing every operational hat as a founderBreaking into Whole Foods through persistent LinkedIn outreachLaunching Trubar Kids nationwide in Sprouts and Hy-VeeThe Universal/Wicked collaboration and getting into Target with shippersBeing strong but feminine: advice for female founders in male-dominated spacesTransparency with vendors and why honesty builds long-term credibilityNot taking yourself too seriously while building something massiveEpisode Links:Website: https://www.trubarinc.com/ LinkedIn: https://www.linkedin.com/in/eaweiss121/ Company LinkedIn: https://www.linkedin.com/company/trubar/ Instagram: https://www.instagram.com/trubar.brands/ 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 Caitlin'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, host Daniel Scharff moderates a friendly debate between two ecommerce experts: Rugved Nakadi from Daybreak Agency (Amazon specialists) and Kevin Gawronski from Gawronski Media (DTC paid media). The conversation explores the critical question every emerging brand faces: should you prioritize building your own Shopify website or launching on Amazon first—and what are the real trade-offs of each channel?The discussion reveals how both platforms offer distinct advantages depending on your brand stage, category demand, and resources. Rugved explains why Amazon's high-intent search traffic and fast path to market validation make it ideal for emerging brands testing product-market fit, while Kevin champions the long-term value of owning customer data, building lifetime relationships, and maintaining full control over your brand experience on DTC. Through real examples and honest admissions about each platform's limitations, both experts break down the economics, customer acquisition strategies, and operational realities of scaling on Amazon versus Shopify.Throughout the episode, listeners gain practical frameworks for evaluating which channel to prioritize first, understanding CAC/LTV economics, navigating platform fees and fulfillment costs, and building sustainable growth strategies. Whether you're pre-launch or scaling across multiple channels, this conversation offers clarity on leveraging both platforms strategically while avoiding costly mistakes like chasing every trend or stretching resources too thin.We are proud partners of both Daybreak Agency and Gawrsonki Media. You can contact them and get access to our negotiated ratesDaybreak Agency: https://www.daybreak.agency/startupcpg-grow-with-daybreak and https://www.linkedin.com/company/daybreak-growth-partners/Gawronski Media: https://gawronskimedia.com/contact-us/Listen in as they discuss:DTC vs. Amazon: control and customer ownership vs. speed to market and validationWhy emerging brands often find faster wins on Amazon (and when DTC makes more sense)The economics breakdown: referral fees, FBA costs, CAC, LTV, and conversion ratesHow Amazon's purchase-intent search reduces risk for new product launchesBuilding customer relationships: email lists and first-party data vs. Subscribe & SaveThe review challenge: getting to 30-50 reviews on Amazon vs. social proof on DTCPlatform risks: copycats, algorithm changes, and operational nightmares on both sidesWhy AI is transforming DTC creative production and operational efficiencyStrategic use of both channels: when customers check Amazon after seeing DTC adsFundamental success factors: great branding, solving real problems, and staying focusedEpisode LinksDaybreak Agency (Amazon) Website: https://www.daybreakagency.com LinkedIn: https://www.linkedin.com/company/daybreak-agencyGawronski Media (DTC Paid Media) Website: https://www.gawronskimedia.com LinkedIn: https://www.linkedin.com/company/gawronski-mediaDon'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