In this episode of the Startup CPG Podcast, Grace Kennedy sits down with Susan Hartman, co-founder of Recoup Beverages, to discuss the journey of building a gut-healthy hydration brand. Susan shares how she met her co-founder, Siwat, and how his personal health journey inspired the creation of Recoup. She dives into the challenges and triumphs of transitioning from a fresh juice product to a shelf-stable beverage, navigating retail expansion, and securing national distribution with Sprouts.

Susan also talks about the importance of branding, packaging decisions, and how to strategically market a beverage product in a competitive industry. She provides insights on raising capital, working with distributors, and leveraging trade shows like Expo West to gain visibility and connect with investors.

Whether you’re an emerging founder or a CPG enthusiast, this episode is packed with practical insights on brand positioning, retail growth, and consumer engagement.

Tune in now to hear Susan’s journey and learn how Recoup is redefining hydration!

Listen in as they share about:

• Founding Story & Inspiration of Recoup Beverage
• Branding & Marketing Strategy
• Retail Growth & Expansion
• Expo West & Pitch Slams
• Funding & Investment Strategy
• Future Plans (2025 & Beyond)
• Advice for Other Entrepreneurs

Episode Links:

Website: https://www.recoupwellness.com/
LinkedIn: https://www.linkedin.com/in/susan-buckwalter-hartman-704a19a/ 

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