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In this episode of the Startup CPG Podcast, our Editor, Caitlin Bricker, is joined by Daniele Orellana, co-founder of MITTS, a design-forward brand who's rethinking the everyday kitchen sponge. Daniele shares how MITTS was born out of a practical need to care for delicate glassware—specifically high-end wine glasses that were constantly breaking during handwashing. What started as a solution for wine enthusiasts has since evolved into a versatile, aesthetically pleasing tool for anyone seeking a better way to clean non-dishwasher-safe items.

Throughout the conversation, Daniele discusses the challenges and triumphs of building a consumer product brand while maintaining a full-time medical career. She offers insight into the manufacturing decisions behind MITTS, including the difficulties of sourcing production domestically, and the advantages of a non-perishable product. As a first-generation founder, Daniele reflects on the values of risk-taking and resilience passed down from her immigrant parents, and how that mindset fuels her entrepreneurial journey.

Also, hear about how she and her husband balance their professional lives with growing the brand, the importance of customer feedback, and the role of community—especially Startup CPG—in guiding their progress. With practical advice, personal stories, and a clear passion for thoughtful design, this episode is a must listen!

Listen in as they share about:

• Product Evolution and Use Cases
• Manufacturing Challenges
• Shelf Life and Durability
• Community & Mentorship
• Advice to Other Founders

Episode Links:

Website: https://mitts.store/
LinkedIn: https://www.linkedin.com/in/daniele-orellana-258366157/ 

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