In this episode of the Startup CPG podcast, Daniel Scharff is joined by John Lane, Category Manager for Snacks & Commercial Bread at Raley's, a division of The Raley's Companies (formerly Pantry buyer), to explore the evolving grocery landscape and the secrets behind Raley's success as a trusted grocery store chain for nearly 90 years. John shares his journey from bagging groceries to leading category management, insights into Raley's health-focused initiatives, and strategies for balancing legacy brands with emerging market entrants.

Discover actionable advice for startups on standing out in the crowded grocery market, the importance of passion and planning in brand pitches, and how Raley's is shaping the future of healthy snacking.

Don’t miss this insightful conversation—tune in now and follow the Startup CPG podcast for more episodes like this!

Listen in as they share about:

• Overview of Raley’s
• Health and Wellness Initiatives
• Industry Trends and Snack Innovations
• Balancing Legacy and Emerging Brands
• Supporting Brands at Raley's
• Success Stories in Product Launches
• Networking and Trade Shows

Episode Links:

Website: https://www.raleys.com/
LinkedIn: https://www.linkedin.com/in/johnlane-raleys/ 

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 Brian Bethke, founder of BEAR Maple Farms and winner of the 2024 Shelfie Award in the drink category. Brian shares his inspiring journey from building amplifiers for rock legends like Pearl Jam and Lenny Kravitz to creating a one-of-a-kind functional beverage featuring ginseng and maple water.

Discover how BEAR Maple Farms combines the natural sweetness of maple water with the adaptogenic power of sustainably grown ginseng to deliver a refreshing, caffeine-free energy boost. Brian opens up about the challenges and triumphs of launching a CPG brand, the pivotal moments that shaped his entrepreneurial journey, and how critical feedback led to a transformative rebrand.

Whether you're an aspiring entrepreneur or simply a fan of innovative beverages, this episode is packed with insights on building a team, navigating the CPG industry, and creating a product that’s good for the mind, body, and planet.

Tune in to hear Brian’s story and learn how BEAR Maple is expanding nationally in 2025!

Listen in as they share about:

• BEAR Maple Farms Origin Story
• Product Development
• Branding and Marketing
• Sales and Distribution Strategy
• Mentorship and Networking
• Community and Support
• Advice to Entrepreneurs
• Plans for 2025

Episode Links:

Website: https://drinkbearmaple.com/ 

LinkedIn: https://www.linkedin.com/in/brian-bethke/ 

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 welcomes Caitlin Bricker, editor at Startup CPG, to dive into her journey from food service to retail buying and now to the editorial world. Caitlin shares her passion for finding purpose-driven brands, her insights into the evolving CPG ecosystem, and her unique perspective shaped by personal and professional experiences—including transformative moments that have influenced her approach to life and work.

They discuss Caitlin’s role at Startup CPG, her commitment to highlighting innovative brands, and her favorite discoveries like Jubilee’s no sugar added, kid-friendly milk. From community events to virtual mixers and upcoming initiatives like the Grocery Run series, Caitlin reveals what makes Startup CPG’s ecosystem such a vibrant space for emerging brands.

Whether you're a founder, a buyer, or just curious about the behind-the-scenes of the CPG world, this episode is packed with inspiration and actionable takeaways. Listen now!

📣 Want to get involved? Join the Startup CPG Slack community, explore free resources, and connect with like-minded innovators. Visit startupcpg.com and follow us for updates on upcoming events and initiatives. Don't miss this chance to level up your CPG journey!

Listen in as they share about:

• Caitlin’s Role at Startup CPG
• Daily Work and Observations
• Personal and Professional Journey
• CPG Ecosystem and Philosophy
• CPG Community and Mission
• Events and Community Engagement
• Favorite Brands and Trends
• Team Dynamics and Outlook
• Advice for Brands and Community Members

Episode Links:

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

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 chats with Jana Goodbaum, co-founder of Happy Wolf, a snack company revolutionizing toddler and kids' snacks with their "wildly simple" refrigerated bars. Jana shares her journey from advertising executive to entrepreneurial mom, driven by the frustration of limited healthy snack options for her child.

Discover how Jana and her co-founder, Derek, navigated challenges like product development, sourcing allergen-free ingredients, finding the perfect co-packer, and educating consumers about their innovative refrigerated snack bars. Jana also dives into the importance of strategic branding, leveraging influencers, building a passionate community, and their milestone launch in Whole Foods.

Tune in to hear how Happy Wolf is reshaping the kids' snack market, the trends driving clean eating innovation, and Jana's insights for startups entering retail and trade shows like Expo West.

Don’t miss this inspiring episode. Tune in now!

Listen in as they share about:

• Happy Wolf Overview and Founding Story
• Product Development
• Branding and Marketing
• Retail and Distribution
• Community and Social Media
• Advertising and Promotions
• Future Goals

Episode Links:

Website: https://happywolf.com/
Instagram: @happywolfsnacks

LinkedIn: https://www.linkedin.com/in/janagoodbaum/?originalSubdomain=ca 

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 strategies and challenges of bootstrapping with three inspiring founders who have transformed bold ideas into thriving businesses—all without outside funding.

Ryan Hansen, co-founder of Hazards Hop Water, shares how he scaled a six-figure non-alcoholic beverage brand by targeting unique markets and forging key partnerships. Carrie Sporer, co-founder of SWAIR Hair, reveals how she’s redefining hair care for fitness enthusiasts with her innovative showerless shampoo, all while navigating co-founder dynamics and scaling with strategic funding choices. Ketan Vakil, founder of Gourmend Foods, discusses his mission to revolutionize gut-friendly gourmet products and shares lessons on building a loyal customer base and staying lean through production challenges.

These founders share valuable insights on navigating the challenges of bootstrapping, scaling effectively, and staying true to their vision.

Listen now to learn the secrets behind their success and get inspired to tackle your next big idea!

To submit your brand for a future call-in episode: https://bit.ly/cpgstories

Listen in as they share about:

• Ryan Hansen - Hazards Hop Water

- Hazards Hop Water Overview

-Bootstrapping Strategy

- Revenue and Sales

- Future Plans

• Carrie Sporer - Swear Hair

- Swear Hair Overview

- Bootstrapping Strategy

- Funding Experience

- Future Plans

• Ketan Vakil - Gourmend Foods

- Gourmand Foods Overview

- Bootstrapping Approach

- Challenges & Key Strategies

- Achievements

- Future Plans

Episode Links:

Ryan
LinkedIn: https://www.linkedin.com/in/ryan-hansen-mba-72795a56/
Website: https://hazardshopwater.com/

Carrie
LinkedIn: https://www.linkedin.com/in/carriesporer/
Website: https://www.swairhair.com

Ketan
LinkedIn: https://www.linkedin.com/in/ketanvakil/
Website: https://www.gourmendfoods.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 (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 Becca Wright, the founder of Piedmont Pennies, to discuss the journey of turning a cherished family recipe into a thriving business. Becca shares the story behind her signature bite-sized cheesy biscuit crackers, inspired by her granddad’s recipe from North Carolina, and how she transitioned from corporate America to starting her own business.

Learn about the challenges and success of bootstrapping a CPG brand, navigating manufacturing processes, scaling while maintaining quality, and finding unique retail opportunities that align with the brand's identity. Becca also opens up about the joys of building a team, creating meaningful connections with employees, and staying true to her vision despite the pressures of the industry.

Whether you’re curious about the ins and outs of manufacturing, retail expansion strategies, or the emotional highs and lows of entrepreneurship, this episode offers a candid, inspiring look at the hustle behind Piedmont Pennies. Plus, don’t miss Becca’s tips on staying grounded and building a business with heart.

Join us for this conversation, and don’t forget to check out Piedmont Pennies at piedmontpennies.com. Use code STARTUPCPG for 15% off your order and support small businesses!

Listen in as they share about:

• Inspiration and Founding Story of Piedmont Pennies
• Manufacturing Process
• Retail Expansion and Marketing
• Bootstrapping and Funding
• Company Values
• Customer Engagement
• Community and Support
• Future Goals

Episode Links:

Website: https://piedmontpennies.com/ 

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

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 Sean Goldsmith, co-founder of The Zero Proof, the largest online direct-to-consumer retailer of adult non-alcoholic beverages. Sean shares insights into the booming non-alcoholic beverage market, exploring trends like Dry January, the rise of wellness-driven consumer habits, and the intersection of non-alcoholic options with broader societal shifts such as Ozempic's impact on cravings.

They discuss the key demographics driving growth in the space, the unique appeal of non-alcoholic beers, wines, and spirits, and the occasions that make these drinks a special choice. Sean also dives into The Zero Proof’s journey, from its humble beginnings as a blog to becoming a dominant platform in the industry, and how the company collaborates with brands to bring exceptional products to consumers.

Tune in to hear Sean’s bold predictions for the future of non-alcoholic beverages, practical advice for brands looking to partner with The Zero Proof, and his personal vision for making non-alcoholic options a staple in every consumer’s life!

STARTUPCPG15 for 15% off at thezeroproof.com

Listen in as they share about:

• The Zero Proof Business Model
• Working with Zero Proof
• Dry January and Market Trends
• Consumer Behavior
• Business Trends and Growth
• Cultural Observations
• Consumer Motivations
• Event Participation and Industry Presence
• Future Predictions

Episode Links:

Website: https://thezeroproof.com/
LinkedIn: https://www.linkedin.com/in/sean-goldsmith-480b184/ 

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 welcomes Nikki Seaman, founder and CEO of Freestyle Snacks, to discuss the journey behind reimagining olives as a premium, convenient snack. Nikki shares her inspiration for launching Freestyle Snacks during the pandemic, identifying a gap in the market for fresh, flavorful olives packaged for modern, on-the-go lifestyles.

From early product development to navigating over 200 co-packer rejections, Nikki provides a behind-the-scenes look at building a CPG brand from the ground up. Discover how her data-driven approach, innovative packaging, and strategic focus on diverse channels like grocery, hospitality, and even Delta Air Lines snack boxes have contributed to the brand’s success.

If you’re curious about the intricacies of product design, scaling into retail, and creating a snack that stands out in a crowded market, this episode is packed with valuable insights.

Listen in as they share about:

• Introduction to Freestyle Snacks
• Challenges in Early Development
• Product Development
• Go-to-Market Strategy
• Unique Brand Positioning
• Expansion and Key Channels
• Trends and Market Fit

Episode Links:

Website: https://www.freestylesnacking.com/ 

LinkedIn: https://www.linkedin.com/in/nikki-seaman/ 

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 and Lance Schwarzkopf take us behind the scenes of launching a food or beverage product. They break down the complexities of working with contract manufacturers, or "co-mans," to transform a concept into a market-ready product. Daniel and Lance share essential steps for emerging brands, from developing and protecting proprietary formulas to sourcing quality ingredients and securing critical documentation, like a process authority letter.

They provide practical advice on finding a co-man - from the pre-work and product development that happens prior, to finding out the options, to outreach strategy, building effective co-man relationships, managing ingredient and packaging orders, and setting up agreements to ensure smooth production flow. Emphasizing the importance of communication, strategic planning, and proactive relationship management, Daniel and Lance offer valuable insights into overcoming production challenges and avoiding common industry pitfalls.

Tune in to learn how to streamline your path to a successful launch! If you're ready to take your product from concept to market, don’t miss this episode and be sure to subscribe for more expert advice!

Check out their co-man list via their website copack.net

To inquire about their discounted search for Startup CPG community brands, email [email protected] and mention the Startup CPG rate!

Listen in as they share about:

• Preparation Before Approaching Co-Manufacturers
• Sourcing Industrial Ingredients
• The Role of a Product Specification Document
• Process Authority and Shelf Life Studies
• Finding and Engaging a Co-Manufacturer
• Considerations for Hiring a Co-Man Search Partner
• Challenges in Co-Man Communication
• Initial Steps and Planning
• Contracts and Agreements
• Importance of QA and Benchmarks
• Production Day and Quality Control
• Warehousing and Distribution
• Resources and Support for Brands
• 
  

Episode Links:

Website: http://copack.net/
Email: [email protected]
LinkedIn: https://www.linkedin.com/in/lanceschwarzkopf/ 

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 Val Emanuel, the inspiring co-founder of Rif Care, a two-year-old feminine care brand that prioritizes sustainability and wellness. Val shares the journey behind Rif Care's creation, from identifying gaps in the market for elevated, eco-friendly period products to overcoming challenges in manufacturing and scaling the business. She opens up about her diverse career path, the importance of sustainability in product innovation, and the invaluable lessons learned from working at iconic companies like GOOP.

Val delves into key entrepreneurial insights, including building a retail presence with brands like Erewhon, leveraging TikTok and social media for growth. She also highlights the realities of being a female founder of color, the role of grant funding, and the value of accelerators in driving business growth. Plus, Val shares practical advice on scaling a team, pursuing grants, and preparing for Riff Care’s 2025 goals, which include expanding retail partnerships and surpassing $1 million in sales.

Don’t miss these actionable insights on navigating the CPG industry and building a sustainable brand —tune in now!

Listen in as they share about:

• Origins of Riff Care
• Early Challenges and Launch
• Funding and Growth Strategies
• Marketing and Sales
• Identifying Market Gaps
• Marketing and Sales Strategies
• Challenges as a Founder
• Future Plans for 2025
• Advice for Founders

Episode Links:

Website: https://rifcare.com

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

Instagram: malibumama__

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