In this bonus episode of the Startup CPG podcast, Daniel Scharff is joined by Patricia Menegoto and Kiki Huddleston from the Startup CPG team to dive deep into The Shelfie Awards, the biggest free awards program for emerging CPG brands. Now in its fifth year, the Shelfies offer small brands valuable visibility, credibility, and connections with retailers & media.

They break down everything about the Shelfies —how they began, why they matter, and how they can help brands gain exposure. They also cover the judging process, what makes a winning product, and tips for applying. Plus, they introduce the new Sustainability Shelfies Award, sponsored by Green Spoon Sales, and share success stories of past winners who landed retailer deals and media coverage.

Five years ago, Startup CPG began conducting the first and only awards program specifically for emerging CPG brands: The Shelfie Awards. The Shelfie Awards’ goal is to give exceptional small CPG brands an opportunity to be seen, and get recognition they deserve. The Shelfies eliminate typical hurdles involved in awards applications, creating opportunities for brands in their earliest stages.

The Shelfies recognize + celebrate next-level product innovations, inspiring brand stories, and packaging that stops us in our tracks — we can’t wait to see what tricks you have up your CPG sleeves this year!

Everything You Need to Know to Apply:

• Applications and product samples are accepted on a category-specific basis, based on month, starting on February 1st and ending on May 31st, 2025 (refer to shelfies guide for the full list of categories).
• Once you’ve noted your brand’s category month, prepare your samples accordingly for our judges.
• You’ll need to send in your application and product samples during your category month to be considered.

Check out our official Shelfies guide

Check out Shelfies Finalists & Winner of 2024

Listen in as they share about:

• Purpose of the Shelfie Awards
• The Evolution of the Shelfie Awards
• Judging Process
• The Impact of the Shelfie Awards
• Application Process & Timeline
• Community & Exposure Benefits

  
  

Episode Links:
Kiki on LinkedIn

Patricia on LinkedIn

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 @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics