In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Tim Dornfeld, 

Director of Category Management at KeHE, to dive deep into what every brand should know about working with a distributor. Tim shares valuable insights on common misconceptions, the key factors that set successful brands apart, and how KeHE supports emerging brands through programs like KeHE Elevate and Trend Finder.

They also discuss the role of KeHE as a Certified B Corp, how the company fosters community impact through KeHE Cares, and the importance of category management in identifying innovation that will perform well at retail. Plus, Tim reveals the latest industry trends, including the rise of protein-packed products, non-alcoholic beverages, and global flavors.

Whether you're a new brand looking to break into distribution or an established one aiming to scale, this episode is packed with actionable advice to help you navigate the process effectively.

Tune in now!

Listen in as they share about:

• Working with KeHE
• KeHE's Role in Brand Growth
• KeHE’s Company Culture & Initiatives
• KeHE Trade Shows & Retailer Trends
• How & When Brands Should Approach KeHE
• Distribution Strategy & Scaling with KeHE
• Marketing & Promotion Strategies
• Mistakes Brands Should Avoid
• Advice for Brands Entering KeHE

Episode Links:

Website: https://www.kehe.com/
LinkedIn: https://www.linkedin.com/in/timdornfeld/ 

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
  
  

In this episode of the Startup CPG podcast, Grace Kennedy sits down with Jennifer Schwartz, the founder of Freezecake—the first brand to offer freeze-dried cheesecake. Jennifer shares the incredible journey of how a simple need to preserve inventory during a health crisis led to the creation of a completely new product category. From her background as a pastry chef to going viral on TikTok and landing Freezecake in Whole Foods, Jennifer opens up about the challenges and triumphs of building a brand from the ground up.

They also dive into product innovation, retail strategy, the power of TikTok Shop, and the future of the freeze-drying industry. Plus, Jennifer reveals her most popular flavors (and some exciting new ones in the works).

Don’t miss this inspiring conversation about resilience, entrepreneurship, and making bold business moves. Tune in now!

Listen in as they share about:

• Origin Story & Inspiration of Freezcake
• Product Development & Market Testing
• Growth & Business Strategy
• Retail Expansion
• Self-Manufacturing vs. Co-Manufacturing
• Supply Chain Issues
• Marketing & Social Media Strategy
• Future Goals & Expansion Plans

Episode Links:

Website: https://www.freezcake.com/
LinkedIn: https://www.linkedin.com/in/jenifer-shwartz-a9930b48/ 

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
  
  

In this episode of the Startup CPG Podcast, Daniel Scharff dives into the world of celebrity endorsements and brand partnerships with legal expert Hillary Hughes of Foster Garvey. They break down the different structures of celebrity deals—cash, equity, royalties, and affiliate marketing—and what brands are really paying for when they bring on a big name. Hillary shares insider insights on structuring contracts, negotiating exclusivity, managing risks (like "morals clauses"), and ensuring brands actually get value from these partnerships.

They also discuss the difference between influencers and celebrities, the role of talent agents, common legal pitfalls brands face, and why not all endorsements translate into sales. Whether you’re a startup considering a celebrity deal or just curious about how these partnerships work behind the scenes, this episode is packed with essential takeaways.

🎧 Listen now to learn how to navigate the world of celebrity partnerships the right way!

Foster Garvey is a full-service law firm dedicated to supporting innovative companies, government entities and individuals in navigating legal and business challenges. Our team offers strategic, cross-disciplinary support in areas like corporate structuring, capital raises, intellectual property and regulatory compliance. Serving a diverse range of clients - from startups to global brands - we provide guidance on marketing, influencer partnerships, food safety, licensing and more.

Listen in as they share about:

• Business Structures of Celebrity-Endorsed Brands
• Contract Considerations in Celebrity Deals
• Expected Deliverables from Celebrity Partnerships
• Working with Influencers vs. Celebrities
• Challenges & Legal Considerations
• Best Practices for Brands Considering Celebrity Endorsements

Episode Links:

Website: https://www.foster.com/ 

LinkedIn: https://www.linkedin.com/in/hillaryhhughes/ 

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
  
  

In this episode of the Startup CPG podcast, Grace Kennedy speaks with Zoe Levin, founder and CEO of Bim Bam Boo, a pioneering tree-free paper company committed to sustainability and innovation. As a second-generation entrepreneur in the eco-friendly paper industry, Zoe shares her journey of building a purpose-driven brand, from identifying market gaps to developing innovative packaging and navigating the complexities of scaling a CPG company.

Zoe discusses the challenges of disrupting a legacy industry, the strategic decisions behind product design and consumer engagement, and the financial realities of transitioning from bootstrapping to securing funding. She also provides valuable insights into retail expansion, customer retention strategies, and the role of sustainability in consumer purchasing decisions.

Whether you're a founder, investor, or industry professional, this conversation offers actionable takeaways on building a brand with impact.

Listen now and explore how Bim Bam Boo is reshaping the paper industry. Plus, enjoy 20% off your first purchase at bimbamboopaper.com with code StartupCPG.

Listen in as they share about:

• Origin Story & Inspiration Behind Bim Bam Boo
• Challenges in the Tree-Free Paper Industry
• Market Strategy & Branding
• Product Innovation & Design
• Retail vs. E-Commerce Strategy
• Funding & Financial Strategy
• Future Plans (2025 & Beyond)

Episode Links:

Website: https://www.bimbamboopaper.com
LinkedIn: https://www.linkedin.com/in/zoelillian/ 

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
  
  

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Caitlin Bricker, Editor of Startup CPG, Lauryn Bodden, Founder of S'NOODS, and Leanne Viola, Founder of Whims Delights to break down Expo West 2025—the industry’s biggest event of the year.

They dive into key takeaways, touch on the hot debate: Did Expo West lack innovation? Hear firsthand insights on how emerging brands are making waves, the power of small booths over flashy displays, and how founders are navigating today’s tough funding environment with creative business models.

Lauryn and Leanne also share their real Expo West experiences, including major retailer meetings, unexpected media coverage, and the behind-the-scenes hustle that made the event unforgettable. If you’ve ever wondered what it takes to stand out at Expo West and make the most of your investment, this episode is packed with valuable insights.

Tune in to hear how Startup CPG is shaping the future of emerging brands and why Expo West is still the ultimate stage for breakthrough innovation.

Listen in as they share about:

•  Expo West 2025 Experience & First Impressions
• Startup Booth Strategy & Costs
• Trends & Innovations at the Expo
• Business Challenges & Opportunities
• Brands' Experiences & Learnings  
  - S'NOODS (Lauryn Bodden)

- Whims (Leanne Viola)

• Key Takeaways for Future Exhibitors

Episode Links:

LinkedIn: https://www.linkedin.com/in/caitlinbricker/ 

Website: https://www.whimsdelights.com
LinkedIn: https://www.linkedin.com/in/leannev/

Website: https://www.eatsnoods.com/
LinkedIn: https://www.linkedin.com/in/laurynbodden/ 

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
  
  

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

In this episode of the Startup CPG podcast, Daniel Scharff speaks with three visionary founders who have built and scaled their businesses without external funding. Joining the discussion are Lisa Mastela of Bumpin Blends, Ben Bacon of Lentiful, and Jack & Tessa Schrupp of Drink Wholesome—leaders who have mastered lean operations, strategic growth, and creative problem-solving.

Lisa shares how she turned a small investment into a $10 million revenue smoothie brand, leveraging unconventional marketing and scrappy operational tactics. Ben reveals how Lentiful grew from an idea to a profitable omnichannel brand, balancing DTC sales and retail expansion while staying lean. Jack and Tessa discuss how Drink Wholesome has scaled to $2 million in revenue with just two employees, focusing on product differentiation and strategic partnerships.

This episode explores cost-efficient scaling strategies, organic customer acquisition, and practical insights into operating a CPG business without outside capital. Whether you're an early-stage founder or looking to refine your growth strategy, this conversation offers actionable takeaways from those who have successfully bootstrapped their way to success.

Tune in to hear how these founders navigated challenges, optimized resources, and built thriving businesses—without giving up equity!

Listen in as they share about:

• Lisa Mastela - Bumpin Blends
  - Overview
  - Bootstrapping Tactics
  - Marketing Approach
  - Direct-to-Consumer (DTC) & Retail Expansion
• Ben Bacon - Lentiful
  - Overview
  - Bootstrapping Tactics
  - Direct-to-Consumer (DTC) & Retail Expansion
  - Retail Strategy
• Jack Schrupp & Tessa Schrupp - Drink Wholesome
  - Overview
  - Bootstrapping Tactics
  - Direct-to-Consumer (DTC) & Retail Expansion
  - Scrappy & Creative Growth Strategies

Episode Links:

Website: https://bumpinblends.com/ 

LinkedIn: https://www.linkedin.com/in/lisamastela/ 

Website: https://eatlentiful.com/ 

LinkedIn: https://www.linkedin.com/in/benjaminpbacon/ 

Website: https://www.drinkwholesome.com/ 

LinkedIn: https://www.linkedin.com/in/tessa-schrupp/ 

LinkedIn: https://www.linkedin.com/in/jack-schrupp-4a14a7a1/ 

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
  
  

In this episode of the Startup CPG Podcast, Grace Kennedy sits down with Ranwei Chiang, the CEO and owner of Abstinence Spirits, a brand redefining non-alcoholic beverages with bold flavors and sophisticated botanical blends. Ranwei shares the inspiring journey behind Abstinence Spirits, from its roots in South Africa’s Cape Floral Kingdom to its expansion in the U.S. market.

They discuss the rising trend of non-alcoholic options, how Abstinence Spirits differentiates itself with depth and complexity, and the challenges and successes of building a brand in an emerging category. Ranwei also dives into the company's approach to retail, e-commerce, grassroots marketing, and the importance of building strong industry relationships. Plus, she shares insights on entrepreneurship, financial strategy, and maintaining work-life balance while growing a business.

Tune in to learn how Abstinence Spirits is making waves in the beverage industry!

Listen in as they share about:

• Origin & Founding Story Abstinence Spirits
• Product Line and Innovation
• Growth and Consumer Trends
• Marketing and Sales Strategy
• Retail and Distribution Approach
• Engagement with Bartenders and Mixologists
• Advice for Entrepreneurs

Episode Links:

Website: https://drinkabstinence.com/
LinkedIn: https://www.linkedin.com/in/ranwei-chiang-6b38014/ 

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
  
  

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Mott Smith, co-founder and CEO of Amped Kitchens, and Jaime Valenti-Jordan of Catapult Commercialization Services, to break down one of the biggest decisions early-stage food brands face: Should you produce in a commercial kitchen or work with a co-manufacturer (Co-man)? 

They discuss the pros and cons of each approach, how to scale from small-batch production to full-scale manufacturing, the hidden costs and challenges of both options, when to transition from one model to another, and why cash flow is the most critical factor for growing brands. 

With real-world insights from brands like Beyond Meat, 4th & Heart, and Chubby Snacks, this episode is packed with valuable advice on how to build a profitable and scalable CPG business. Plus, stay till the end for an impromptu Startup CPG band jingle you won’t want to miss. Listen now!

Thanks to our sponsor Amped Kitchens. To find out more about their commercial kitchen facilities in LA & Chicago, email [email protected] and mention Startup CPG

To connect with the Catapult Commercialization Services team for help scaling up, visit https://bit.ly/catapultcpg

Listen in as they share about:

• What is a Commercial Kitchen
• Who should use a commercial kitchen
• What is a co-man
• Who should go straight to a co-man
• Cost Comparisons
• The Financial Realities of Scaling a Food Brand
• Key Takeaways for Founders

Episode Links:

Amped Kitchens Website

Mott Smith’s LinkedIn
Catapult Commercialization Services Website

Jamie’s 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
  
  

In this episode of The Startup CPG Podcast, Grace Kennedy sits down with Philip Teverow, co-founder of Yolélé, an African food brand bringing Fonio, a gluten-free ancient grain, to the U.S. market. Philip shares the inspiring story of how he and his business partner, Chef Pierre Thiam, embarked on a mission to introduce African flavors to a wider audience while supporting West African farmers and sustainable agriculture.

Philip discusses the challenges of building a supply chain from West Africa to the U.S., how Yolélé secured Whole Foods as its first major retailer, and why food service is their next big focus. He also dives into the unexpected rise of Fonio beer, how Yolélé is expanding into new product categories, and offers valuable advice for emerging CPG founders navigating distribution and growth.

If you’re curious about innovative food businesses, sustainable supply chains, or simply want to try Fonio chips for yourself, this episode is a must-listen!

Listen in as they share about:

• The Origins of Yolélé
• Fonio – An Ancient African Grain
• Expanding Product Line & Retail Presence
• Supply Chain Challenges & Solutions
• Surprising Uses of Fonio
• Business Growth & Strategy
• Advice for CPG Entrepreneurs

Episode Links:

Website: https://yolele.com/ 

LinkedIn: https://www.linkedin.com/in/philip-teverow-9215962/ 

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