The Startup CPG Podcast

Startup CPG
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The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.

  1. 11 hr ago

    #256 - What Is Grocery Run? with Dan Choi (NA Beverage Co) and Stephanie McGregor (Ringa)

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with two founders who have attended and sampled at some of the most Startup CPG Grocery Run events: Dan Choi, founder of NA Beverage Company, and Stephanie McGregor, founder of Ringa. Together, they share what Grocery Runs are actually like from a brand perspective, how they decide which ones to attend, and what founders should do before, during, and after the event to make the most of the opportunity. Dan’s brand, NA Beverage Company, is on a mission to redefine the way people drink, connect, and celebrate through functional sparkling teas for social moments. Stephanie’s brand, Ringa, creates consciously crafted, functional, plant-powered products inspired by moringa, one of the most nutrient-dense plants in the world. Both founders have used Grocery Runs as a way to meet buyers, build relationships, learn regional markets, strengthen distributor conversations, and create real momentum for their brands. Daniel, Dan, and Stephanie get into all of it — what a Grocery Run is, how the format works, why showing up matters even if you are not selected to sample, and how these events can help founders build relationships with retailers, distributors, fellow entrepreneurs, and regional partners. They also discuss how to think strategically about which events to attend, how to prepare your samples and sales materials, and why Grocery Runs are not just about immediate authorizations but about playing the long game in a relationship-driven industry. Listen in as they cover: ● What a Startup CPG Grocery Run is and how the event format works ● The difference between retailer-specific, regional, and distributor-focused Grocery Runs ● Why Grocery Runs can feel like mini trade shows with a lower barrier to entry ● How brands can use Grocery Runs to meet buyers, distributors, category managers, and regional partners ● Why showing up in person can create opportunities that cold emails and LinkedIn messages cannot ● How Dan used Grocery Runs to build momentum with Fresh Thyme, Hawaii retailers, NorCal accounts, and UNFI ● How Stephanie thinks about Grocery Runs as a self-funded founder with limited resources ● Why founders should match each Grocery Run to their regional, distribution, and retail strategy ● How to make the most of a trip by visiting stores, doing demos, dropping samples, and learning the local market ● Why getting selected to sample is valuable — but attending with samples can still create opportunity ● What founders should bring to a Grocery Run, including samples, sell sheets, brand swag, and clear pricing ● Why this industry is driven by relationships with retailers, distributors, accounts, and fellow founders ● Why a “yes” from a buyer is only valuable if you are ready for the next step ● How Startup CPG designs Grocery Runs to help brands get time with relevant buyers in the most accessible way possible Whether you are planning to apply to sample at your first Grocery Run, thinking about attending as a general admission brand, or trying to understand how in-person events can fit into your retail strategy, this episode is a practical guide to showing up prepared, building relationships, and making every buyer interaction count. Episode Links: NA Beverage Company: www.thenabeveragecompany.com  Dan Choi on LinkedIn: https://www.linkedin.com/in/danychoi  Ringa: www.drinkringa.com    Stephanie McGregor on LinkedIn: https://www.linkedin.com/in/stephanieleemcgregor/  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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics

    39 min

  2. 1 day ago

    R&D Radio: Consumer Research, Product Platforms, and How to Scale Food Products the Right Way with Guru Hari of Guru Food Design

    In this episode of R&D Radio, hosted by food scientist Adam Yee, Adam sits down with Guru Hari Khalsa, founder of Guru Food Design — a product development and innovation consultancy helping CPG brands move from creative product vision to commercially scalable food and beverage products. Guru has over 40 years of experience in food and beverage product development, food science, manufacturing scale-up, and innovation, with experience across brands like Yogi Tea, Trader Joe’s, Kraft, IQBAR, and more. Guru’s path started with a love of cooking, biology, and curiosity about how things are made. After beginning on the culinary side of food, he moved into production, food science, stability, packaging, and large-scale manufacturing — building a career around the challenge of taking something that tastes great in a kitchen and making it work at commercial scale. Adam and Guru get into all of it — why consumer research matters more than founder passion alone, how to think about cost of goods from the very beginning, why building a product platform is more powerful than building one product, and how founders can follow science to spot future trends before they become mainstream. Guru also shares examples from Yogi Tea, Trader Joe’s, plant-based mousse, and the microbiome space to explain what great product development looks like in practice. Listen in as they cover: ● Guru’s path from biology and cooking to food production, food science, and product development ● The difference between making food in a kitchen, a restaurant, and a packaged product that needs shelf life ● Why most early food founders underestimate marketing, sales, and consumer validation ● Why friends and family feedback can be dangerous if it is the only research you rely on ● How founders can run scrappy consumer testing without spending hundreds of thousands of dollars ● Why you should formulate with your cost of goods target from the very beginning ● How to balance formula, nutrition, packaging, manufacturing, and price point at the same time ● Why successful CPG brands should think in terms of product platforms, not just individual products ● How Guru helped create Yogi Tea’s Perfect Energy platform with caffeine, herbs, and L-theanine ● How Trader Joe’s cereal platforms became long-lasting store staples ● Why innovation should come from the platform, not just the flavor ● Why Guru is excited about microbiome-focused food platforms and where the science is heading ● Why founders should follow the science before consumer trends become obvious ● Why educating consumers is expensive — and why the market has to be ready for your idea Whether you are a founder trying to scale your first food product, a CPG operator thinking through formulation and manufacturing, or someone trying to understand how great product development actually works, this episode is packed with practical advice from someone who has spent decades helping brands turn ideas into commercially viable products. Episode Links: Guru Food Design Website: https://www.gurufooddesign.com Guru Hari on LinkedIn: https://www.linkedin.com/in/guru-hari-khalsa-52658a28/  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 @startupcpgVisit host Adam's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics Ready for honest product feedback? Join Startup CPG's Founders & Formulators event on July 12 and connect directly with leading food scientists and product developers. Register here: https://www.eventbrite.com/e/startup-cpg-founders-formulators-july-2026-tickets-1989688128754

    26 min

  3. 3 days ago

    Latest CPG Deals and Market Insights: Drew Fallon, CEO Iris Finance

    In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Drew Fallon, Co-Founder and CEO of Iris Finance, an AI-powered financial planning and forecasting platform helping emerging consumer brands make smarter financial decisions, improve profitability, and prepare for long-term growth. Before launching Iris Finance, Drew spent nearly a decade building and scaling consumer brands, including serving as CFO of Mad Rabbit during its rapid growth. Today, through Iris, he works alongside hundreds of CPG founders, giving him a unique perspective on fundraising, acquisitions, financial planning, profitability, and the market forces shaping the next generation of consumer brands. Hannah and Drew take a step back to examine the broader CPG landscape, discussing the current acquisition environment, why headline acquisitions don't always reflect the overall health of the market, and how founders should think about building businesses that remain valuable regardless of shifting investment cycles. They also explore where strategic buyers are placing bets, how changing consumer behavior is reshaping billion-dollar portfolios, and why the strongest brands continue to focus on financial fundamentals instead of chasing short-term trends. Listen in as they cover: Why today's acquisition headlines don't tell the full story of the CPG marketThe difference between mature categories and emerging white-space opportunitiesWhy strategic buyers are restructuring portfolios and actively searching for new growthHow founders can build companies with real exit potentialThe categories attracting the most acquisition and investment activityWhy valuation multiples have changed over the past several yearsHow profitability and contribution margins have become increasingly importantWhy scaling revenue without healthy fundamentals can actually reduce enterprise valueHow GLP-1 medications and changing consumer behavior are creating entirely new marketsThe biggest similarities among brands that consistently outperform competitorsWhere Drew believes the next wave of acquisitions will come fromPractical advice for founders thinking about fundraising, growth, and long-term value creation Whether you're fundraising, building your first consumer brand, preparing for an eventual exit, or simply trying to better understand where the CPG market is headed, this episode offers thoughtful, practical insights into what investors, operators, and strategic acquirers are looking for in today's environment. Episode Links Drew Fallon — LinkedIn https://www.linkedin.com/in/drew-f-74947b117/  Iris Finance https://www.irisfinance.co/  Iris Finance — LinkedIn https://www.linkedin.com/company/irisfinancial  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 @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

    39 min

  4. 4 days ago

    Founder Feature: Reinventing Honey Through Design, Packaging, and Consumer Psychology with Noah Phillips of Honey Department

    Honey is one of the world's oldest pantry staples—yet it's also one of the least changed. After years working in branding and design, Noah Phillips couldn't stop wondering why consumers were still buying honey from the same bear-shaped bottle they'd seen for decades. That question became Honey Department, a brand using thoughtful packaging, premium ingredients, and consumer psychology to rethink how people buy, use, and even talk about honey. In this episode of Founder Feature, Startup CPG Managing Editor Caitlin Bricker sits down with Noah Phillips, Founder of Honey Department, to discuss how a simple observation turned into one of the most talked-about emerging food brands of the year. Growing up with a father who kept bees as a hobby, Noah always appreciated great honey. But it wasn't until he was asked to design labels for his dad's honey that he began questioning why the category had barely evolved. While nearly every consumer product has embraced modern branding and better user experiences, honey remained stuck in the same jars and squeeze bears consumers have known for generations. Drawing on his background in advertising, industrial design, and branding, Noah set out to create a product that was just as enjoyable to use as it was to look at. The result was Honey Department: 100% raw thick honey packaged in an aluminum tube that encourages consumers to keep honey on the counter instead of hidden away in the pantry. Noah shares how packaging can fundamentally change consumer behavior, why creamed honey creates a better everyday experience, and the challenges of sourcing authentic raw honey in a market where adulterated products have become increasingly common. He also discusses launching as a self-funded founder, why he intentionally avoided the traditional honey aisle, and how thoughtful design has helped Honey Department stand out in an established category. Listen in as they cover: • How Noah's background in advertising and design inspired Honey Department • Why the honey category has remained largely unchanged for decades • The story behind the aluminum tube and why packaging changes consumer behavior • What creamed honey is and why it's different from traditional liquid honey • How to identify authentic raw honey • The realities of sourcing high-quality honey and manufacturing at scale • Why Honey Department intentionally avoided launching in the traditional honey aisle • Retail strategy, specialty retail, and creating intentional purchasing decisions • Future product launches, collaborations, and gifting opportunities • Lessons learned from building a premium food brand as a solo founder Whether you're thinking about packaging innovation, disrupting an established category, or building a premium CPG brand from the ground up, this episode offers valuable lessons on branding, product positioning, and consumer psychology. Episode Links Honey Department Website: https://honeydepartment.org Honey Department Instagram: https://www.instagram.com/thehoneydept Noah Phillips LinkedIn: http://www.linkedin.com/in/noah-phillips-8630b825  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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics

    27 min

  5. 30 Jun

    #255 - Mini episode: Non-UPF Verified Update

    In this Startup CPG Mini Episode, Daniel Scharff sits down with Hans Eisenbeis, Director of Mission and Messaging at Non-UPF Verified, for an update on one of the fastest-growing conversations in food and beverage: ultra-processed foods. Since launching its certification program, Non-UPF Verified has seen growing interest from brands, retailers, and consumers looking for greater transparency around food processing. Following a major presence at Expo West, the organization continues to work with brands across the industry to evaluate ingredients, manufacturing methods, and processing techniques that contribute to ultra-processed foods. Hans shares what has changed over the past year, why consumer awareness around UPFs continues to accelerate, and how brands are responding to increased scrutiny around ingredients and manufacturing practices. The conversation also explores how Non-UPF Verified differs from other certification programs, why ingredient labels alone don't always tell the full story, and which product categories are experiencing the most pressure from consumers seeking simpler, less processed foods. Listen in as they cover: · The growth of the ultra-processed food conversation over the past year · What brands and retailers are asking about UPFs · Key takeaways from Expo West · Why ingredient lists don't always tell the full processing story · How Non-UPF Verified evaluates manufacturing methods · The role of added sugar standards within certification · Categories facing the most scrutiny from consumers · The challenges facing plant-based and alternative protein products · Why beverages and frozen foods are emerging focus areas · How brands can prepare for increased consumer demand for transparency · The future of Non-UPF certification and industry collaboration As consumer awareness continues to grow, understanding processing levels and ingredient transparency is becoming increasingly important for brands across the food and beverage industry. Episode Links: Non-UPF Verified Website:https://www.nonupfverified.org Non-GMO Project:https://www.nongmoproject.org Hans Eisenbeis on LinkedIn:https://www.linkedin.com/in/hanseisenbeis/ 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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics

    13 min

  6. 27 Jun

    Founder + Funder: Fundraising, Retail Growth, and Building a Modern Hydration Brand with Alex Michaelsen of Leisure Hydration and Ryan Springer of Midnight

    In this episode of Founder + Funder, Hannah Dittman sits down with Alex Michaelsen, Co-Founder and CEO of Leisure Hydration, and Ryan Springer, Co-Founder and Managing Partner at Midnight, for a conversation about fundraising, founder-investor relationships, retail expansion, and what it takes to build a next-generation beverage brand. Leisure Hydration was founded by brothers Alex and Steve Michaelsen after recognizing that hydration products had remained largely focused on athletic performance while millions of consumers were struggling with everyday hydration challenges that impacted focus, stress, energy, and overall wellbeing. Their vision was to create a hydration brand built for modern lifestyles rather than sports performance, pairing healthy ingredients with a brand experience that felt approachable, creative, and enjoyable. Since launching, Leisure has grown into one of the fastest-rising hydration brands in the country, securing placement in major retailers including Whole Foods Market, Target, and H-E-B while expanding into thousands of retail locations nationwide. Joining Alex is Ryan Springer, Co-Founder and Managing Partner at Midnight, a consumer-focused venture capital firm investing in the next generation of wellness and consumer brands. Ryan and the Midnight team first met the Leisure founders years before investing, providing a unique perspective on how founder-investor relationships develop over time and what ultimately drives conviction from an investment standpoint. Together, Alex and Ryan share the story behind Leisure's fundraising journey, why relationship-building matters more than most founders realize, and what both founders and investors should be looking for when evaluating long-term partnerships. Listen in as they cover: · The founding story behind Leisure Hydration · Why modern hydration needed a new approach · How Leisure built traction before major retail expansion · The unconventional strategies that helped the brand grow · Building relationships with investors years before fundraising · What Midnight saw in Leisure early on · The role of trust and consistency in fundraising · Lessons learned navigating multiple fundraising rounds · Why founders need curiosity and a willingness to learn · What investors really look for when evaluating emerging brands · How Leisure secured national distribution at Whole Foods · The importance of creating a differentiated brand in a crowded category · Advice for founders raising capital in today's market · Why investor-founder alignment matters after the deal closes · The future vision for Leisure Hydration Whether you're preparing for your first raise, navigating retail growth, or trying to understand how investors think about emerging brands, this episode offers valuable insights from both sides of the table. Episode Links: Leisure Hydration Website:https://www.drinkleisure.com Leisure Hydration Instagram:https://www.instagram.com/drinkleisure Alex Michaelsen on LinkedIn:https://www.linkedin.com/in/alex-michaelsen-35b395162/  Midnight Website:https://www.midnight.vc Ryan Springer on LinkedIn:https://www.linkedin.com/in/ryan-springer-466a02aa/  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 @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics

    51 min

  7. 26 Jun

    Founder Feature: Building a Women's Health Beverage Brand and Landing Nationwide Sprouts Distribution in Months with Anastasia Sartan of The Cycle

    In this Founder Feature episode, Startup CPG Managing Editor Caitlin Bricker sits down with Anastasia Sartan, Founder and CEO of The Cycle, a functional beverage brand supporting women through their pre-period, period, perimenopause, and menopause stages. Before launching The Cycle, Anastasia spent nearly two decades building products in the tech industry, including leadership roles at Snapchat and other fast-growing technology companies. During one of the most stressful periods of her career, she began experiencing severe PMS and PMDD symptoms that affected every aspect of her life. Frustrated by the lack of effective solutions available to women, she turned to scientific research to better understand what was happening in her body and what ingredients could actually help. Her research led her to sea buckthorn, a berry rich in omega-7 and known for its anti-inflammatory properties. After experiencing positive results herself, Anastasia began developing beverages in her own kitchen, combining sea buckthorn with functional herbal extracts designed to support women through different stages of their hormonal cycles. What began as a side project quickly evolved into a mission-driven business. Within months of launch, The Cycle secured nationwide distribution at Sprouts, one of the most sought-after natural retailers in the country. Since hitting shelves, the brand has generated significant organic demand from women who feel seen, understood, and supported by products specifically designed for their hormonal health needs. Anastasia and Caitlin discuss the journey from tech executive to beverage founder, the science behind The Cycle's formulations, building a brand around an underserved consumer need, and what it takes to prepare for a nationwide retail launch as an emerging company. Listen in as they cover: · How Anastasia's experience with PMDD inspired The Cycle · Why sea buckthorn became the hero ingredient behind the brand · The formulation strategy for pre-period, period, and menopause support · Building a mission-driven brand in women's health · The lack of functional beverages designed specifically for women's hormonal cycles · How The Cycle secured nationwide distribution at Sprouts within months of launch · Lessons learned preparing for a national retail rollout · Why organic consumer demand is fueling the brand's growth · The role Startup CPG played in helping connect the brand with retail buyers · The future of women's health innovation in food and beverage Whether you're building a mission-driven brand, navigating retail expansion, or looking for inspiration from a founder tackling a deeply personal problem, this episode offers valuable lessons in product development, storytelling, and execution. Episode Links: The Cycle Website:https://onthecycle.com The Cycle Instagram:http://instagram.com/drinkthecycle Anastasia Sartan on LinkedIn:http://linkedin.com/in/anastasia-sartan 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 @startupcpgQuestions or comments about the episode? Email podcast@startupcpg.comConnect with host Caitlin Bricker on LinkedIn https://www.linkedin.com/in/caitlinbricker/ Episode music by Super Fantastics

    32 min

  8. 23 Jun

    #254 - Buyer Spotlight: Hannah Koch, Supplements Buyer, Kimberton Whole Foods

    Startup CPG's Daniel Scharff sits down with Hannah Koch, Category Manager for Supplements at Kimberton Whole Foods, one of the most beloved independent natural retailers in the country. Based in Pennsylvania, Kimberton Whole Foods has built a reputation for thoughtful merchandising, strong community relationships, and a deeply mission-driven approach to retail. Hannah's path to retail is anything but traditional. After starting as an art teacher, she joined Kimberton Whole Foods in 2008 and worked her way through multiple roles before finding her passion in purchasing. With a background in herbalism and a deep love for natural products, she now oversees the supplement category, helping shape the assortment for eight stores across southeastern Pennsylvania. Daniel and Hannah dive into how Kimberton approaches product selection, what makes emerging brands stand out, and why customer behavior is changing faster than ever. They discuss how social media is influencing supplement trends, why packaging matters more than most founders realize, and what retailers are looking for when deciding which products deserve shelf space. Listen in as they cover: · What makes Kimberton Whole Foods different from other retailers · How Hannah evaluates new brands and products · Why packaging is often the first thing that gets a buyer's attention · How customer demand is increasingly driving product innovation · The growing role of Fair and other platforms in product discovery · Why supplement formats are shifting from pills to powders, beverages, and gels · What founders should know before pitching a retailer · How Kimberton supports staff education and customer guidance · Why authenticity and mission matter when building a natural products brand · How Startup CPG founder meetings at Expo West helped uncover promising emerging brands Whether you're preparing to pitch retailers, launching a supplement brand, or trying to better understand what buyers are looking for, this episode offers valuable insight into one of natural retail's most respected organizations. Episode Links: Kimberton Whole Foods Website: https://www.kimbertonwholefoods.com Kimberton Whole Foods Instagram: https://www.instagram.com/kimbertonwholefoods Hannah Koch on LinkedIn: https://www.linkedin.com/in/hannah-koch-4a06047a/  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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

    36 min
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About

The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.

Information

  • Creator
    Startup CPG
  • Years Active
    2020 - 2026
  • Episodes
    463
  • Rating
    Clean
  • Copyright
    © Startup CPG
  • Show Website
    The Startup CPG Podcast

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