In this episode of the Startup CPG podcast, Grace Kennedy sits down with Joseph Rotondo, founder & CEO of Smearcase, the innovative brand behind the world’s first frozen cottage cheese. Joseph recounts his journey from a post-workout craving to the creation of a protein-packed dessert that’s disrupting the traditional ice cream market.

Joseph shares his insights into building a category-defining product, the strategic importance of branding, and the lessons learned while navigating the challenges of the consumer packaged goods industry. He offers a behind-the-scenes look at Smearcase’s rapid ascent, from local New York roots to its ambitious expansion plans for 2025, including new markets on the West Coast.

Discover how Smearcase is paving the way for innovation in the dairy industry and redefining what healthy indulgence can look like.

Don’t miss this deliciously inspiring episode—tune in now!

Listen in as they share about:

• Origin and Concept of Smearcase
• Inspiration and Creation
• Branding and Market Positioning
• Market Entry and Growth
• Challenges and Lessons
• Customer and Industry Response
• Future Goals

Episode Links:

Website: https://eatsmearcase.com

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

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 chats with Heidi Traore, Supplier Relationship Development Manager, and Jeanette Bloss, Category Manager, from NCG (National Co+op Grocers). Together, they provide an in-depth look at NCG’s role as a powerful partner for natural channel brands and co-op grocery stores.

Heidi breaks down what NCG is and how it functions as a secondary cooperative, helping hundreds of co-ops across the country thrive through centralized procurement, retail services, and retail development. Meanwhile, Jeanette offers invaluable insights into the world of category management, including how brands can position themselves for success during NCG’s formal category reviews, the importance of data, and identifying opportunities that align with emerging trends.

From navigating distributor relationships with UNFI, to understanding the power of promotions like co-op deals and coupons, to the booming interest in dumplings, mocktails, and mushroom-based products. Heidi and Jeanette also share what they look for in brands, tips on smart outreach, and how NCG fosters true partnerships to drive long-term success.

Ready to take your brand to the next level? Tune now!

Listen in as they share about:

• NCG (National Co+op Grocers) Overview
• Opportunities for Brands at NCG
• The Process for Brands to Partner with NCG
• Trends and Category Insights
• What NCG Looks for in Brands

Episode Links:

Website: https://www.ncg.coop/ 

Jeanette’s LinkedIn: https://www.linkedin.com/in/jeanette-bloss-aa2814149/ 

Heidi’s LinkedIn: https://www.linkedin.com/in/heiditraore/ 

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 Caroline Howard, one of the co-founders of Walker Brothers, a kombucha brand crafting both non-alcoholic and hard kombucha. Caroline shares the story behind Walker Brothers’ inception, including how a family scoby and a shared passion for beverages sparked the brand’s journey. She dives into the creative process behind their clean, modern branding, the challenges of scaling production, and the strategic decision to brew in-house for superior flavor.

Caroline also discusses the dual-pathway distribution strategy they’ve developed for their alcoholic and non-alcoholic product lines, how collaborations with brands like Rishi and Counter Culture Coffee have elevated their offerings, and what it takes to grow in highly competitive retail and regional markets. With Texas and Colorado on their radar, Walker Brothers continues to expand while staying true to their ethos of bridging kombucha culture and craft beverage communities.

If you’re curious about raising capital, the importance of grassroots marketing, and building a brand that resonates with today’s thoughtful consumers, this episode is packed with valuable insights.

Tune in now to learn how Walker Brothers is redefining kombucha!

Listen in as they share about:

• Walker Brothers Origin Story
• Product Details
• Distribution Strategy
• Branding and Packaging
• Marketing Approach
• Collaborations and Innovations
• Outlook and Vision
• Advice for Entrepreneurs

Episode Links:

Website: https://drinkwalkerbrothers.com/ 

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

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 a distinguished panel of investors, including Greer Tessler (Founding Partner at Simple Food Ventures), Daniel Faierman (General Partner at Habitat Partners), Carolyn Simmons (Partner at Melitas Ventures), and Andrew Reynolds (Co-Founder & General Partner at RCV Frontline). Together, they provide an in-depth exploration of the current fundraising environment for CPG brands, discussing realistic valuations, funding strategies for pre-seed and seed stages, and the nuances of engaging with angel investors versus institutional funds.

The panel offers expert insights on investor expectations, from gross margin benchmarks to profitability strategies and the critical role of founder resilience. They also examine key industry trends, including the growth of better-for-you products, protein-enriched innovations, and clean-label global cuisines, while highlighting how founders can effectively differentiate themselves through strategic pitches, trust-building, and leveraging professional networks.

They conclude with rapid-fire pitches from emerging brands and real-time feedback from the panel, making it a valuable resource for founders and industry professionals. 

Don’t miss this deep dive into the minds of top CPG investors—tune in now!

Listen in as they share about:

• Fundraising Environment
• Metrics and Margins
• Trends of Interest
• Raising Funds
• Investment Criteria
• Investor Expectations
• Pitching to VCs
• Q&A and Brand Pitches
• How to Approach VCs

Episode Links:

Greer LinkedIn: https://www.linkedin.com/in/greer-tessler-50256640/
Daniel LinkedIn: https://www.linkedin.com/in/daniel-faierman/ 

Carolyn Simmons  LinkedIn: https://www.linkedin.com/in/carolynsimmons/
Andrew Reynolds LinkedIn: https://www.linkedin.com/in/areynolds720/ 

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 Katie Lefkowitz, founder of Harken Sweets, about her journey from concept to creating a successful better-for-you candy brand. Katie shares how her personal health journey inspired the development of candy bars infused with superfoods like dates and oats, offering healthier alternatives to traditional sweets.

Katie covers Harken’s rapid expansion from a local launch in New York City to distribution in over 4,000 stores nationwide, including Walmart and Safeway, within just one year. Katie explains the challenges of product development, scaling manufacturing, and managing cash flow as a bootstrapped business. She also provides actionable advice for founders on navigating retail relationships, trade shows, and building an engaged community through social media.

Katie also highlights her strategic approach to operations, the importance of persistence, and how her team is preparing for further innovation and growth in 2025. This episode provides valuable insights for entrepreneurs in the CPG space looking to scale effectively while maintaining brand focus. Listen now!

Listen in as they share about:

• Katie’s Journey to Founding Harken Sweets
• Product Development Challenges
• Early Launch Strategy
• Marketing and Growth
• Operations and Cash Flow
• Personal and Team Dynamics
• Future Plans and Advice for Entrepreneurs

Episode Links:

Website: https://harkensweets.com/ 

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

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 Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, to tackle the five biggest mistakes brands make in operations—and how to avoid them. Jamie shares why "planning for the unexpected" isn’t just a saying, it’s a survival tactic, and explains how treating your co-manufacturer like a real partner can save you from production headaches.

They also dive into the messy world of ramping up new equipment, keeping quality in check after launch, and knowing when to call in a consultant to save time, money, and sanity.

If you’re navigating the wild world of CPG production, don’t miss Jamie’s top tips for keeping operations on track. Tune in and subscribe for more essential insights!

Reach out to the Catapult team: https://bit.ly/catapultcpg

Listen in as they share about:

• Preparing for inevitable delays
• Building a productive co-manufacturer relationship
• Managing production ramp-up and quality control
• Smart strategies for using consultants
• Community and Resource Sharing

Episode Links:

Website: https://catapultserv.com/
LinkedIn: https://www.linkedin.com/in/fvmh97c/ 

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 Lindsay Hancock, founder of My Better Batch, about her journey from a corporate career in CPG to launching her own brand of premium cookie mixes. Lindsay shares her experience creating a product that fills a gap in the baking aisle, offering a clean, homemade flavor with simple ingredients. She delves into the challenges and strategies of working with co-manufacturers, preparing for scale, and standing out in a competitive market.

Lindsay also reflects on the hurdles of launching during formal category review cycles, the importance of building strong relationships with retailers, and leveraging key differentiators like non-GMO certification and woman-owned business status to appeal to buyers. She offers valuable advice for emerging brands on navigating the retail landscape, working with brokers, and crafting a compelling brand story.

Tune in to hear Lindsay's insights on operational readiness, creating eye-catching packaging, and building momentum for My Better Batch as it prepares to expand into national retailers.

Don’t miss this inspiring conversation about resilience, creativity, and the reality of building a CPG brand from scratch!

Listen in as they share about:

• Inspiration for My Better Batch
• Product Development
• Finding the Right Manufacturing Partner
• Packaging and Branding
• Sales and Retail Strategy
• Operational Preparations for Scaling
• Marketing and Social Media
• Advice for Emerging Brands

Episode Links:

Website:  https://mybetterbatch.com/ 

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

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 explores the world of SupplySide West with Wiley Jones, Founder and CEO of Doss, who sponsored 2 lucky brands to attend SupplySide West this year - Paul and Barbara Logan from Uncle’s Ice Cream; and Mark Collis, CEO of Scout Organic.

At Doss they're building tools for teams that work in the Real World. Manage your operations from PO to POS all within one platform. DossARP is a lightweight ERP and Data Platform, whether you need a total overhaul or want to unify fragmented systems, visit them at doss.com

Listen in as they discuss:

• Doss
• SupplySide West
• Preparation and Networking Tips
• General Impressions of Supply Side West
• Networking and Supply Chain Connections
• Social and Emotional Benefits
• Who Should Attend
• Key Trends and Focus Areas at the Show
• Insights for Startups and Brands
• Challenges and Lessons Shared

Episode Links:

Wiley Jones
Website: doss.com
LinkedIn: https://www.linkedin.com/in/wileycwjones/ 
Mark Collis
Instagram Handle: @skoutorganic

Website: https://www.skoutorganic.com/

Paul and Barbara Logan
Website: https://www.unclesicecream.com/
Instagram: https://www.instagram.com/unclesicecream/

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 Cason Crane, the founder of Explorer Cold Brew, to explore his journey from endurance athlete and consultant to the creator of a caffeine-conscious coffee brand. Cason shares his unique story, which includes summiting the highest peaks on every continent and competing on Race to Survive Alaska, and how these experiences shaped his perspective as a founder.

They dive into the origin of Explorer Cold Brew, born out of Cason’s own need for decaf options during the COVID lockdown, and discuss the company’s mission to bring low-caffeine and decaf cold brew to coffee lovers everywhere. Cason speaks candidly about the challenges of building a brand in the competitive CPG space, from customer acquisition to establishing retail partnerships with Whole Foods and Sprouts, and his strategy to achieve profitability while remaining true to Explorer’s values.

If you're a founder, coffee enthusiast, or curious about navigating the CPG industry, this episode is packed with practical advice and honest reflections on the startup journey.

Tune in now to fuel your entrepreneurial spirit!

Listen in as they share about:

• Explorer Cold Brew’s Unique Selling Point
• Challenges of Building a CPG Brand
• Customer Acquisition Strategy
• Future Retail Expansion
• Advice on Strategic Partnerships
• Honest Perspective on Startup Challenges
• Engagement with Startup CPG Community

Episode Links:

Website:  https://explorercoldbrew.com/
LinkedIn: https://www.linkedin.com/in/casoncrane/ 

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, host Daniel Scharff sits down with Taylor Cathala, Senior Spirits Category Merchant at Whole Foods Market, to explore the intricacies of getting a brand into Whole Foods’ coveted spirits section. Taylor shares his journey from graphic design to category management, where he now oversees an evolving landscape of alcoholic and non-alcoholic beverages, including spirits, mocktails, and RTD cocktails. He dives into how Whole Foods makes its product decisions, balancing customer demand with strict quality standards, local sourcing priorities, and the unique regulatory challenges around spirits distribution.

For brands eager to make it onto Whole Foods’ shelves, Taylor offers tips on navigating the Whole Foods supplier portal, creating compelling product pitches, and the importance of local relevance, sustainable ingredients, and strong distribution networks. He also highlights how brands can leverage social media and in-store demos to increase customer engagement and improve sales performance. Whether you’re an emerging local distillery or an established player, this episode is packed with valuable insights for breaking into the Whole Foods Market.

Tune in to learn what it takes to stand out at Whole Foods and how to start the journey to the shelves!

Want more insights like these? Don’t miss an episode—subscribe to the Startup CPG Podcast today!

Listen in as they discuss:

• Whole Foods Market Supplier Portal
• Quality Standards and Compliance
• Distribution and State Regulations
• Consumer Decision-Making Process
• Prioritizing Local and Relevant Brands
• Celebrity-Endorsed Products
• Customer Engagement and Social Media
• What Sets Brands Apart
• Growth Potential and Expansion
• Advice for Submitting Brands

Episode Links:

Website: https://www.wholefoodsmarket.co.uk/
LinkedIn: https://www.linkedin.com/in/taylor-cathala-6762917/ 

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