In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Ryan Williams, founder of Northhall, to demystify CPG finance and accounting for early-stage consumer brands. The conversation covers everything from the bare minimum financial foundations a founder needs to get right, to the metrics investors care about most—and the hard-earned lessons Ryan has picked up from years of working hands-on with hundreds of brands across stages.

Ryan shares his path from investment banking at Houlihan Lokey (advising on the sell-side of Snack Factory/Pretzel Crisps) to CFO of a venture-backed coffee brand, to building Northhall—a full-cycle accounting and finance partner exclusively focused on CPG companies. Northhall serves brands from pre-revenue through approaching nine figures of revenue, acting as a one-stop shop for bookkeeping, controller functions, financial modeling, FP&A, and fundraising readiness.

Throughout the episode, Ryan breaks down critical concepts founders often hear but don't fully understand: gross-to-net revenue, chart of accounts and the general ledger, gross margin vs. contribution margin, and how to think about channel-level economics. He explains the three-stage accounting lifecycle of a CPG brand, why connecting the GL directly to your financial model speeds up decision-making, and why adding software too early can do more harm than good.

Ryan also offers a framework for fundraising readiness—including why optimizing for valuation while your bank account is declining is one of the most common and dangerous traps founders fall into, why capital efficiency (revenue divided by capital burned) is one of the clearest signals of value creation, and why early-stage brands should prioritize 3x growth over near-term profitability.

Whether you're a founder picking up QuickBooks for the first time, preparing for your first institutional raise, or just trying to understand what investors are actually looking at when they review your financials, this episode offers clear, grounded, and immediately actionable guidance.

Listen in as they discuss:

• Ryan's path: Houlihan Lokey investment banking → CFO of a venture-backed coffee brand → founding Northhall
• Northhall's focus: full-cycle accounting + finance for CPG brands from $3M–$100M+ in revenue
• Why CPG finance is different: inventory, sell-in vs. sell-through, gross-to-net spreads, accruals, trade deductions
• The three-stage accounting lifecycle: family bookkeeper → QuickBooks + quality spreadsheets → full enterprise reporting
• Gross-to-net revenue: why booking your Shopify or Amazon payout as revenue understates your true sales
• Chart of accounts / GL 101: what it is, why it matters, and how to structure it
• Gross margin vs. contribution margin: a clear, step-by-step breakdown with examples
• Channel-level economics: why understanding margin by channel (DTC, Amazon, distributor, retail) is the right level of detail for sub-$10M brands
• Offline deductions: UNFI/KeHE chargebacks, trade rates, and how to peel back the layers over time
• The "what happened to my $1" framework for conceptualizing unit economics
• Fundraising traps: anchoring to outlier deal terms, optimizing valuation while burning cash
• Key investor KPIs: capital efficiency ratio (revenue ÷ capital burned), growth rate, and why 3x early beats near-term profitability
• Advice for founders: find real product-market fit, take bigger pivots instead of incremental tweaks
• How to break into CPG finance: the "give first" philosophy and building the Food and Beverage Investor Database

Episode Links:

Ryan Williams — Founder, Northhall
🔗 LinkedIn: https://www.linkedin.com/in/ryanstuartwill/

🌐 Website: https://www.northhall.com/

https://www.linkedin.com/company/northhall/

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 (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah'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, host Caitlin Bricker sits down with Kun Yang, co-founder of Pricklee—a natural hydration drink powered by prickly pear cactus fruit with no artificial dyes, no artificial sugars, and no plastic. Caitlin and Kun crack open the brand-new Pricklee 2.0 cans live on the podcast and dive into the four-and-a-half-year journey from launching in Boston in 2021 to hitting what Kun describes as a true product-market fit moment.

Kun shares how he and his co-founder Mo—both doctors of pharmacy—were living with a roommate studying heart health in 2019 when the Framingham Heart Study caught their attention. The data showed that people consuming one artificially sweetened drink per day had a 3x increased risk of stroke and dementia compared to those drinking full-sugar beverages. That finding, combined with mounting evidence on artificial dyes, lit a fire under them to build something better—especially as they were starting their own families and looking around at the same legacy, neon-colored hydration drinks that had filled grocery aisles since their childhoods.

Rather than raising institutional capital and hitting the gas immediately, Kun and Mo applied a scientific approach to brand building: test, iterate, improve, and keep going without ego. They launched with a cactus water positioning that got them into key accounts like Sprouts, Whole Foods, and H-E-B, then spent the next four years refining formulation, repositioning, and listening hard to customer feedback. The single greatest challenge, Kun reflects, was education—explaining the prickly pear ingredient itself slowed them down. Repositioning to lead with "natural hydration" unlocked a whole new level of resonance with their target consumer: young families who love better-for-you soda and energy drinks but haven't yet had a natural hydration option they'd actually reach for.

Throughout the conversation, Kun and Caitlin discuss the parallels between Pricklee's journey and Poppy's pivot from apple cider vinegar to soda, why coconut water built the demand for natural hydration without fully capitalizing on it, and why the category sequence of better-for-you soda → energy → hydration makes Pricklee's timing feel inevitable. Kun also shares the velocity growth Pricklee is seeing since launching 2.0 (200–400% depending on the channel), a fully subscribed (and oversubscribed) seed round, new distribution through Vistar, and two brand-new flavors debuting at Expo West 2026: Mixed Wild Berry and Juicy Watermelon.

Listen in as they cover:

• Why two pharmacists decided to disrupt the legacy hydration category
• What the Framingham Heart Study revealed about artificial sweeteners and brain health
• How Pricklee applied the scientific method to brand building and product-market fit
• The education challenge of leading with a prickly pear ingredient vs. a natural hydration benefit
• Why families are Pricklee's core target—and why toddlers are the ultimate product validators
• How coconut water created demand that Pricklee is positioned to capture
• The case for aluminum over plastic and why sustainability has become a growth driver
• Pricklee's distribution expansion into Vistar and the food service channel
• What's new with Pricklee 2.0: new formulation, new packaging, new flavors
• Two flavor announcements: Mixed Wild Berry and Juicy Watermelon debuting at Expo West 2026
• A fully subscribed seed round—and what's next for the brand

Whether you're a founder trying to find product-market fit, a buyer looking for the next natural hydration brand, or a consumer who's been searching for a better option than neon-colored plastic bottles, this episode is for you.

Note: Pricklee will be at Expo West Booth #8920 (ACC, Level 3)

Episode Links:

Website: www.pricklee.com

Instagram: https://www.instagram.com/drinkpricklee/

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 (35K+ 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

In this solo episode of the Startup CPG Podcast, Daniel Scharff—Founder & CEO of Startup CPG—shares his complete playbook for winning at Expo West.

After exhibiting at Expo West (and Expo East) more times than he can count, Daniel breaks down exactly how emerging brands can maximize ROI at one of the most overwhelming trade shows in the world: 70,000 attendees, 3,000 booths, and buyers with limited time.

From pre-show strategy and proactive buyer outreach to booth setup hacks, follow-up timing, scrappy sampling tricks, and how to avoid “stripping the screw” with buyers—this episode is a tactical, no-fluff guide for founders who want to turn booth investment into real retail traction.

Whether it’s your first Expo or your tenth, this episode will help you walk in with intention—and walk out with momentum.

Listen in as Daniel covers:

• Why you must build a real buyer target list before the show
• How to identify which buyers and distributors are attending
• Smart, proactive outreach strategies that actually get responses
• Pre-show marketing tactics to build buyer FOMO
• Booth design advice for early brands (don’t overspend!)
• Why product is always the hero—not your backdrop
• The #1 sampling mistake brands make (temperature matters)
• How to serve ice-cold beverages without buying booth electricity
• Using volunteers strategically so you don’t burn out
• How to spot and approach buyers—even if you don’t know their name
• The exact way to ask for buyer contact info without being pushy
• Lead scanners vs. scrappy note-taking: what Daniel recommends
• How and when to follow up after the show
• Playing the long game with retail relationships
• Booth logistics checklist: test your setup before you go
• The one thing you don’t want to be hunting for at Home Depot at 9pm
• Why you should bring two pairs of shoes (seriously)
• Applying to pitch competitions and retailer programs
• Leveraging LinkedIn in real-time during the show
• Why you should always carry product—even off the show floor
• Creative (and slightly sneaky) aisle strategies to intercept buyers

Expo is a massive investment. Daniel’s goal with this episode: help you make sure the magic moment happens when the right buyer walks into your booth.

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.

• 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 (35K+ 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 mini episode of the Startup CPG Podcast, Daniel Scharff sits down with Hannah Ackermann and Taylor Davis from Comet to explore the fiber and gut health trends taking over CPG—and what brands should expect to see at Expo West 2026.

If last year was the year of protein, this year is shaping up to be the year of fiber. From prebiotic sodas to functional jams and bone broth, fiber is showing up in categories we never imagined.

Hannah and Taylor break down why consumers are suddenly obsessed with gut health, how the "Poppy effect" is influencing product innovation, and why people are starting to have preferred fiber types—just like they do with protein.

Listen in as they cover:

• Why fiber is becoming the next big functional ingredient
• The rise of prebiotic sodas and how brands like Poppy changed the game
• Why different fibers (like resistant starch vs. inulin vs. arabinose) matter
• Consumer insights: two-thirds want fiber in baked goods and bars, not powders
• The connection between Dry January, mocktails, and functional beverages
• Where all that volume from alcohol reduction is really going
• Emerging categories: prebiotic jams, bone broth, and spreads
• How to differentiate your brand with the right prebiotic fiber
• Why arabinose-based fiber is gentle, fully soluble, and easy to formulate with
• Where to find Comet at Expo West (booth N1746 in Hot Products!)

Whether you're formulating a new product or just want to stay ahead of CPG trends, this episode will help you understand why fiber is everywhere—and how to use it strategically in your brand.

Comet will be at Expo West booth N1746 with samples of Be Pop, a sparkling prebiotic beverage made with natural honey and arabinose fiber. Stop by to try it and connect with their applications team.

Episode links:

Want to learn more? Visit comet-bio.com

Linkedin:https://www.linkedin.com/company/comet-bio/ 

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.

• 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 (35K+ 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, host Hannah Dittman sits down with Brian Bernstein, investor at Rich Products Ventures, to explore what corporate venture capital looks like in practice—and why it might be the strategic partner early-stage food brands didn't know they needed. The conversation dives deep into evaluating product-market fit, understanding the metrics that actually matter (velocity over door count, margin bridges, the "Toledo test"), and why venture capital isn't the right fit for every founder.

Brian shares his unconventional path from investment banking at Bank of America (working on the Yeti IPO) to Blue Apron during its rise and fall, to MBA at Wharton, to Restaurant Brands International (Burger King, Popeyes, Tim Hortons), and eventually landing at Rich Products Ventures. He discusses how Rich Products—a $6 billion, 80-year-old, family-owned frozen food manufacturer—operates its corporate venture fund with a hybrid approach: 60-70% financial investor, 30-40% strategic partner. Drawing from recent investments like Evergreen (frozen better-for-you waffles), Ripple (pea milk), and Delicious (frozen novelty bites), Brian reveals what separates compelling opportunities from brands that aren't ready for institutional capital.

Throughout the episode, listeners gain insider perspective on corporate venture versus traditional VC, the diligence process Rich Products Ventures runs (100% of what a financial investor does, plus strategic support), and why information walls, no right of first refusal clauses, and evergreen fund structures make corporate venture an asset—not a burden. Brian emphasizes his conviction drivers: founder-market fit, velocity in natural crossing into conventional, margin bridges with clear paths to profitability, and the "Toledo test" (if it won't sell in Toledo, Ohio, it's not a scalable brand). He also shares why venture money isn't right for every brand, how to think about exit timelines (7-10 years on average), and why founders should hire only when it's painful.

Whether you're evaluating corporate venture investors, preparing for diligence, or wondering if venture capital is the right path for your business, this conversation offers clarity on what early-stage food investors care about most when backing mission-driven founders building real, durable businesses.

Listen in as they discuss:

• Brian's path: investment banking (Yeti IPO) → Blue Apron's rise and fall → Wharton MBA → RBI → Rich Products Ventures
• Rich Products background: $6 billion revenue, 80 years old, family-owned frozen food manufacturer
• Corporate venture thesis: pre-farm to post-fork, $100K-$3M checks, seed to Series C stage
• How corporate venture differs from traditional VC: hybrid 60-70% financial, 30-40% strategic
• Why corporate venture can be an asset, not a burden: information walls, no RFR clauses, evergreen fund structure
• What makes a compelling investment: founder-market fit, velocity crossing into conventional, margin bridges, platform potential
• Case studies: Evergreen (frozen waffles going after Eggo), Ripple (pea milk at scale), Delicious (frozen novelty bites)
• The "Toledo test": if it won't sell in Toledo, Ohio, it's not a scalable brand
• Why velocity matters more than door count: depth over breadth, turns per store per SKU per week
• Evaluating margins: contribution margin bridges, clear paths from 15% to 30%, initiatives in place
• Why venture capital isn't the right fit for every brand: lifestyle businesses vs. $100M disruptors
• Exit pathways: strategics (7-10 years, $75M+ revenue), private equity (cash flow focused), IPOs (decade+, billion-dollar brands)
• Advice for founders: solve a real consumer pain point, start scrappy, hire when it's painful, be ready for pivots
• How to prepare for diligence: deck, model, pipeline, margin bridge, velocity benchmarks, category context
• Advice for operators transitioning to investing: network building, warm intros, develop your thesis

Episode Links:

Rich Products Ventures
LinkedIn: https://www.linkedin.com/company/rich-product-ventures/?viewAsMember=true

Brian Bernstein — Investor, Rich Products Ventures
LinkedIn: https://www.linkedin.com/in/brianbernstein
Website: richproductsventures.com 

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 (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah'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, host Caitlin Bricker sits down with Chef V (Vasisht Ramasubramanian), founder of Alchemy of Food—a sauce brand built on the principle that "real ingredients make real magic." After losing his sense of taste and smell from COVID-19 as a professional chef, Chef V took a sabbatical from the restaurant world and rediscovered his palate through clean eating. That devastating experience led to the creation of Alchemy of Food, a line of sauces made with real ingredients, no ultra-processed junk, and no ingredients you can't pronounce.

Chef V shares his journey from attending the Culinary Institute of America (which he calls "the Hogwarts of cooking schools") to opening restaurants around the world for well-known chefs, to winding down his restaurant career after COVID and launching a CPG brand. The conversation explores the moment he realized he couldn't smell cinnamon and cardamom in his rice, how honey from a local beekeeper became the foundation for his first sauces, and why he sold at five farmers markets a week in summer 2025 to validate product-market fit before scaling.

Throughout the episode, Chef V discusses the transition from buying 5 pounds of honey for a restaurant to sourcing 55,000 pounds for CPG production, why he's a trendsetter (not a trend follower) who champions local ingredients like Tennessee honey and Carolina spices over imported truffles, and how his chipotle maple sauce became a crowd favorite with its time-release mechanism (sweet first, smoky second, heat third). He also shares his experience as a Shelfie Awards finalist, getting selected for Sprouts' innovation set, and what it's like to see his products on shelves next to industry giants like Yellowbird and Momofuku.

Whether you're a chef-turned-founder navigating the science of CPG (pH levels, refractor readings, specific density), sourcing local ingredients to build a differentiated product, or building a self-funded brand while navigating the immigrant founder experience, this conversation offers honest lessons on transferring restaurant principles to CPG, staying true to your ingredient philosophy, and finding community in an industry that celebrates diverse flavors.

Listen in as they discuss:

• Chef V's background: Culinary Institute of America, opening restaurants worldwide, and the devastating moment he lost his sense of taste and smell from COVID
• What it's like to fake tasting food as a chef when you can't smell cinnamon or taste cardamom—and the fear it might never come back
• How a local Tennessee beekeeper's surplus crystallized honey became the foundation for Alchemy of Food
• Selling at five farmers markets a week in summer 2025 to validate product-market fit before scaling
• The transition from restaurant to CPG: buying 5 pounds vs. 55,000 pounds of honey, and the science of pH levels, refractor readings, and co-packer partnerships
• Why honey and maple syrup over other sweeteners: being a trendsetter (not a trend follower) with local ingredients like Tennessee honey and Carolina spices
• Chipotle maple sauce's time-release mechanism: sweet first, smoky second, heat third—and becoming a Shelfie Awards finalist
• Getting selected for Sprouts' innovation set and the distributor onboarding process that "brokered world peace and almost found the cure for cancer"
• Favorite pairings: bacon-wrapped dates with chipotle maple, hot honey on pizza and ice cream, salsa verde on everything
• Navigating the immigrant founder experience: celebrating diversity, expanding palates, and why we need more flavors from diverse backgrounds

Episode Links:

• Website: https://www.theflavorsmith.com
• Alchemy of Food LinkedIn: https://www.linkedin.com/company/the-flavorsmith/
• Chef V. LinkedIn: https://www.linkedin.com/in/vasisht-r-1814b69/ 
• Available at: Sprouts (Innovation Set), Amazon, UNFI Wholesale

  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 (35K+ 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

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Leana Salamah from the Specialty Food Association, John Lane from The Raley's Companies, and Marc Brown, founder of ONOIN—to recap the Winter FancyFaire* 2026 in San Diego. After 18 months of planning, the SFA brought together 10,000 attendees and over 1,000 brands for three days of 70-degree sunshine, meaningful buyer-brand connections, and a reimagined trade show experience that integrated San Diego's culinary scene into every corner of the event.

Leana shares how the show evolved from a traditional trade show format into something that felt fresh, innovative, and community-driven—featuring restaurant takeovers, neighborhood activations, and a show floor designed to create a journey through specialty food trends. John discusses why he made the trek from Northern California to scout innovation for Raley's Get Curious initiative, what trends he's tracking for the back half of 2026 (hello, sense maxing and Protein 2.0), and how 20-30 brands from the show will land on Raley's shelves in the next 7-8 months. Marc pulls back the curtain on what it's really like to exhibit as an emerging brand—from missing the first hour because of a wedding in New York to getting swarmed by buyers the moment he arrived, to landing tangible retailer acceptances and building a pipeline for the next 6-12 months.

Throughout the episode, the group discusses the magic of the Startup CPG section (and why brands fight to get in), the importance of a 60-70% buyer-to-brand ratio, why Fancy shows offer the perfect middle ground between distributor deal-making and Expo's overwhelming scale, and how to use trade shows strategically across the year. They also preview what's coming for Summer Fancy Food in New York City (June 28-30)—and why you should book your hotel NOW because of the World Cup.

Whether you're deciding which trade shows to invest in, looking to understand what buyers are really seeking at events, or wondering how to maximize ROI from your booth investment, this conversation offers honest reflections on what makes a trade show worth it—and why Winter Fancy Fair 2026 set a new standard.

Listen in as they discuss:

• Winter FancyFaire* 2026 recap: San Diego, 10,000 attendees, 1,030 brands, and 70-degree sunshine
• How SFA reimagined the trade show experience with city activations, restaurant takeovers, and culinary integrations
• The "sense maxing" trend of 2026: multi-sensory flavor experiences as pushback against AI
• Why Raley's came to scout innovation: planning the back half of 2026 and spotting trends 6-7 months early
• John Lane's trend predictions: Protein 2.0 (protein + fiber + benefits) and ready-to-drink broths making a comeback
• The Startup CPG section advantage: curated brands, high buyer traffic, and a family atmosphere
• Marc Brown's first-timer experience: missing the first hour, getting swarmed by TJ Maxx and Whole Foods, and landing retailer acceptances
• Why the 60-70% buyer-to-brand ratio matters—and how it creates better conversations
• The "How Do Retailers Spot Innovation" panel: standing room only with buyers from Raley's, Thrive, Whole Foods, and CVS
• How 20-30 brands from Winter Fancy Fair will land on Raley's shelves in the next 7-8 months
• Using trade shows strategically: distributor shows for deals, Expo for scale, Fancy for meaningful buyer relationships
• Building friendships booth-to-booth: why CPG is a team sport and your booth neighbor is your future resource
• The value of expert one-on-ones at Fancy: free sessions with buyers like CVS's Lauren Castro
• Summer Fancy Food preview: June 28-30 in NYC—book hotels NOW because of the World Cup
• Why going slow, building relationships, and playing the long game wins at trade shows

Episode Links:

• ONOIN: https://eatonoin.com/ 
• Marc Brown LinkedIn: linkedin.com/in/marc-brown-41500546/?skipRedirect=true 
• John Lane LinkedIn: https://www.linkedin.com/in/johnlane-raleys/ 
• Raley's Get Curious: https://www.raleys.com 
• Leana Salamah LinkedIn: https://www.linkedin.com/in/leanasalamah/ 
• Specialty Food Association: https://www.specialtyfood.com 

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.

• 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 (35K+ 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
  
  

You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Hayden Williams, Partner at BrandProject, to explore what pre-launch investors look for in consumer brands—before there's even a product name or revenue. The conversation unpacks the Wonderbelly acquisition by P&G, revealing what drives conviction at the idea stage and how authentic brand building in overlooked categories can lead to strategic exits.

Hayden shares how BrandProject approaches pre-launch investing with 1-3M checks, often becoming the first money in before founders have finalized their company name. He breaks down the Wonderbelly case study: how two brothers reimagining gut health with clean-label antacids went from "Ginger Health" and "Aunt Acid" to a P&G acquisition in just over four years. Drawing from this portfolio success, Hayden reveals the three pillars of pre-launch conviction—founder-market fit, compelling problem-solution, and timely category opportunity—and explains why bringing humor and levity to unsexy, stigmatized categories creates authentic consumer trust that strategics can't easily replicate.

Throughout the episode, listeners gain practical insights on crafting pre-launch fundraising narratives, understanding what "right time to build" actually means, and why explicit customer personas drive everything from packaging to retail execution. Hayden discusses the investor-founder working relationship post-check, why fundraising remains challenging even with strong traction, and what makes brands attractive acquisition targets beyond distribution. Whether you're raising pre-launch, building in an overlooked category, or curious how early investors evaluate ideas before traction exists, this conversation offers a transparent look at pre-revenue investing and strategic exits.

Listen in as they discuss:

• How BrandProject invests pre-launch with 1-3M checks before product names exist
• The Wonderbelly story: from idea stage to P&G acquisition in 4+ years
• Three pillars of pre-launch conviction: founder-market fit, problem-solution, category timing
• Why Lucas's personal digestive health struggles created authentic founder-market fit
• Identifying ripe categories: gut health aisle frozen in time with 100-year-old brands
• Pre-launch diligence focus: evaluating team and market without product or revenue
• The importance of explicit customer personas in driving packaging and retail strategy
• DTC launch validation and the transition to retail with exclusive Target launch
• Post-investment working relationship: monthly calls and perspective sharing
• Why fundraising remained challenging despite hitting successive milestones
• Consumer psychology and brand world-building: choosing fun over traditional positioning
• What strategics look for: authentic consumer trust and master brand potential
• The value of levity and humor in destigmatizing unsexy categories
• Critical founder traits: grit, perseverance, and not taking yourself too seriously
• What excites Hayden next: clean medicine in overlooked aisles and defensible IP
• Advice for aspiring investors: build operating experience and send great deal flow

Episode Links:

BrandProject
 Website: https://www.brandproject.com
LinkedIn: https://www.linkedin.com/company/brandproject-lp/ 

Hayden Williams - Partner, BrandProject
 LinkedIn: https://www.linkedin.com/in/howillia/

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 (35K+ members and growing!)
• Follow @startupcpg
• Visit host Hannah's Linkedin 
• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics
  
  

You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Kartik Das, founder of Doosra, a modern Indian snack brand bringing a fresh perspective to South Asian flavors. Kartik shares his journey from growing up in Chennai and Singapore to building a food brand in New York that celebrates the rich, diverse snack culture of India. Drawing from his background as a classically trained French chef, he explains how Doosra combines the essence of traditional Indian snacks with unexpected twists—like a subtle touch of sweetness—to create unique, crave-worthy experiences.

Throughout the conversation, Kartik reflects on the inspiration behind Doosra’s name, which means “different” or “other,” and how it perfectly captures his approach to doing things his own way. He discusses the brand’s evolution—from humble beginnings at farmers’ markets with handmade packaging to its now-recognizable bright orange design and playful mascot, Ladu. Kartik also opens up about his deliberate decision to grow sustainably, focusing on building strong relationships with retailers, engaging directly with customers through sampling events, and prioritizing quality over rapid expansion.

Gain insight into the broader South Asian CPG movement, as Kartik highlights dozens of fellow brands driving awareness and collaboration within the category. He emphasizes the importance of community over competition, thoughtful branding, and authenticity in every aspect of business.

Tune in to hear how Doosra is redefining what it means to snack differently—and discover the power of culture, creativity, and connection behind every bite.

Listen in as they share about:

• Founding Doosra and the Brand’s Meaning
• The Flavor Philosophy
• Brand Identity and Packaging Evolution
• South Asian Representation in CPG
• Community and Growth Strategy
• Retail, Partnerships, and Product Testing
• Upcoming Collaborations and Initiatives
• Lessons for Entrepreneurs

Episode Links:

Website: https://eatdoosra.com/
LinkedIn:  https://www.linkedin.com/in/daskartik/ 

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 (35K+ 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

You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, hosts Daniel Scharff and Patricia Menegoto deliver the definitive preview of Expo West 2026, walking through every Startup CPG event and opportunity during the industry's most important week in Anaheim.

The conversation covers Monday's Grocery Run with Gelson's 2.0 in Venice (bigger venue after last year's sellout), Tuesday's Kickoff Dinner at the Anaheim White House featuring industry leader dinners alongside main networking with buyers from Ahold and Whole Foods, the curated Startup CPG section with 20 brands and 500+ one-on-one buyer meetings, Wednesday's transformed Alley Rally (now 50 brands sampling in grocery run format with the top brand winning a free 2027 booth), and Thursday's Founders Dinner at Poppy and Seed designed for authentic founder-to-founder connections.

Daniel and Patricia emphasize tactical strategies: always bring cold product to events, wear brand swag, apply early for sampling opportunities, and don't be intimidated to come solo. They share Startup CPG's culture of radical welcomeness—team members actively introduce people standing alone, making events feel like "camp reunion" rather than transactional networking. Patricia highlights her favorite section brands (Lupini pizzas, Pisca hot sauce) while Daniel emphasizes that Expo success comes from relationships built, not just immediate sales.

Listen in as they discuss:

• Monday Grocery Run with Gelson's: entire buying team + CEO attending, brands getting distribution on the spot
• Tuesday Kickoff Dinner: 300 attendees, industry leader dinners (ops, sales, e-commerce, finance, foodservice), confirmed retailers
• Startup CPG section: 20 brands, 500 buyer meetings, 30+ retailers scheduling appointments throughout show
• How sampling applications work: retailers pick brands they want to meet, not random selection
• Alley Rally evolution: 1,300+ attendees, expanding from 12 to 50 brands sampling, grocery run format
• Thursday Founders Dinner: intimate evening focused on authentic connections without pitching pressure
• Tactical advice: bring cold product everywhere, wear brand swag, buy tickets early (everything sells out)
• Why founder life is lonely and meeting others facing same struggles creates lasting support networks

Episode Links:

• Startup CPG Events: https://startupcpg.com/events 
• Daniel Scharff LinkedIn: https://www.linkedin.com/in/danscharff/
• Patricia Menegoto LinkedIn: https://www.linkedin.com/in/pmenegoto/

Don't forget to leave a five-star review on Apple Podcasts or Spotify. For sponsorship opportunities or to join the 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 (30K+ 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