How do you launch a new product brand into retail, before it even exists?

In this episode of Innovator Insights, we sit down with Jim and Melissa Schifman, co-founders of Project Hive Pet Company, to unpack their unconventional go-to-market journey: launching a full line of toys and treats into retail before COVID hit, and before they’d even completed manufacturing.

We explore:

• Why they skipped the DTC-first playbook and went straight to mass retail
• The challenges of making sustainable products in the U.S., and why they insisted on doing it anyway
• How their mission to save bees is embedded into every product design
• What it’s really like to build a company with your spouse

Whether you’re a product founder, retail operator, or mission-driven entrepreneur, this conversation will challenge your assumptions about what it takes to get from idea to shelf.