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. 1 day ago

    How Foundation Foods Became One of SoCal's Most Trusted Grocery Distributors

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Louis D'Angelo, founder of Foundation Foods, a beloved natural products distributor serving Southern California's most quality-focused retailers, to talk about how the company was built, what it takes to get on their shelves, and why strict ingredient standards have always been non-negotiable. Louis got his start freelancing as a de facto sales rep for small organic brands before ever knowing what a broker was. His path to founding Foundation Foods took a dramatic turn when a rattlesnake bite left him hospitalized for two weeks, during which the distributor he'd been working for stopped paying him and every brand he represented. That crisis - paired with a sudden sense of clarity - led him to take out a $25,000 loan, get his own warehouse in 2018, and build Foundation Foods from the ground up. Daniel and Louis dig into the strict organic ingredient standards Foundation Foods holds brands to, why they never charge brands beyond their margin, how they've grown from a scrappy one-truck operation into a trusted distributor for retailers like Erewhon, Jimbo's, PCC, and now Whole Foods, and exactly what brands should have ready before their first meeting. Listen in as they discuss: The rattlesnake bite and near-death experience that led Louis to launch Foundation FoodsWhy Foundation Foods only takes a margin and never charges brands hidden or additional feesThe strict organic ingredient standards that have led them to reject even great productsWhy USDA certification isn't required, so smaller brands aren't priced out of working with themHow Foundation Foods differs from broadliners and other SoCal-focused distributorsWhy inventory availability is the number one factor in getting - and staying - on the shelfHow Foundation Foods helps brands gain organic distribution through buyer relationships and catalog visitsWhy communicating with your regional distributor before adding a broadliner matters more than brands thinkCommon compliance mistakes that get products pulled from shelves, from pricing to Prop 65 labelingWhy patience matters just as much as inventory when working with retailers and distributors Episode Links: Louis D'Angelo LinkedIn: www.linkedin.com/in/louisdangeloFoundation Foods LinkedIn: www.linkedin.com/company/foundationfoodsFoundation Foods Website: www.foundationfoods.comFoundation Foods Instagram: @foundation.foodsDon'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: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics

  2. 2 days ago

    R&D RADIO: Building a Reliable Formula Brand with Casey Bauer, COO, Bobbie

    In this special R&D Radio episode, guest host Caitlin Bricker sits down with Casey Bauer, COO of Bobbie, one of only four infant formula manufacturers in the United States, to dig into what "test obsessed" really means when your product is a baby's sole source of nutrition. Casey has spent almost a year at Bobbie overseeing quality, regulatory, and supply chain, following roles as COO at Kate Farms, a leading medical nutrition company, and operations leadership at Pharmavite (Nature Made) and Nutrabolt. That background in sole-source and medical nutrition shaped how seriously he takes food safety at Bobbie, where the company runs over 2,000 safety and quality checks and manufactures under one roof at its facility in Heath, Ohio. Caitlin and Casey cover what it means to be one of only four infant formula manufacturers in the U.S., how Bobbie tests raw materials, bulk powder, and finished cans for redundancy, why the company still partners with a contract manufacturer even with in-house production growing nearly 300% year over year, and how the Bobbie promise protects subscriber inventory during shortages and recalls. Listen in as they discuss: The added pressure and responsibility of being one of only four infant formula manufacturers in the U.S.What "test obsessed" looks like in practice, including 2,000+ safety and quality checks per productWhy Bobbie tests at multiple stages, from raw materials to bulk powder to the finished canHow evolving test methods and lower detection limits continually raise Bobbie's own safety barWhy Bobbie still partners with a contract manufacturer even as in-house production scalesHow Bobbie's transparency tracker lets any customer look up testing results by lot numberWhat the Bobbie promise is and how it protects subscriber inventory during shortages and recallsLessons from the 2022 infant formula shortage and what other food and beverage brands can learn from itWhy domestic manufacturing and staying close to the supply chain matters for food safetyHow Bobbie vets and continuously monitors new supply chain partners through audits and ongoing reviews Episode Links: Casey Bauer LinkedIn: www.linkedin.com/in/casey-bauer-557b44/ Bobbie LinkedIn: www.linkedin.com/company/bobbie-babyBobbie Website: www.hibobbie.comBobbie Instagram: @bobbieDon'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 Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics

  3. 4 days ago

    From Hand Sanitizer to Tomato Sauce - How Sauz Went From 10 Doors to 3,500 in a Year

    In this Founder Fundraising Journey episode, host Hannah Dittman sits down with Troy Bonde, co-founder and CEO of Sauz, to trace the winding path from a college side hustle to building one of the fastest-growing brands in the tomato sauce category. Troy's road to Sauz started with a hand sanitizer and thermometer dispenser he and childhood friend and co-founder Winston sold to schools during COVID, using the proceeds to fund early angel investments and, eventually, Sauz itself. Frustrated by a commoditized tomato sauce aisle with no flavor innovation, Troy and Winston sold their cars to bootstrap the brand, launched at Erewhon in July 2023, and scaled from 10 doors to 3,500 in just 12 months, landing Whole Foods, Central Market, and Target distribution along the way. Hannah and Troy dig into how Sauz built a data story compelling enough to win over major retail buyers, when and why the brand knew it needed institutional capital, the emotional and practical challenges of fundraising, and what Troy wishes he'd done differently around unit economics and hiring. Listen in as they discuss: Troy's unconventional path from teenage car salesman to M&A banking intern to tomato sauce founderHow a pandemic side business selling hand sanitizer dispensers funded Sauz's earliest daysWhy Troy and Winston felt tomato sauce was overdue for the same reinvention seen in beverage brands like Poppy and OlipopThe surprising science behind flavors like hot honey and summer lemon marinara, and why they make dinner specialHow Sauz turned demo data at Erewhon into distribution at Central Market, Whole Foods, and TargetThe moment Sauz knew it needed to bring on institutional capital to fund growthWhat made Coefficient Capital the right venture partner for SauzWhy Troy believes velocity alone doesn't guarantee a smooth fundraise, and what else mattersLessons learned about unit economics, hiring an ops lead sooner, and building a high-trust teamTroy's approach to deciding when to take outside advice versus trusting his own gut Episode Links: Troy Bonde LinkedIn: https://www.linkedin.com/in/troy-bonde/Sauz LinkedIn: www.linkedin.com/company/getsauzSauz Website: getsauz.comSauz Instagram: @getsauzDon'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: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics

  4. 5 days ago

    Happy Caapi: The First Non-Hallucinogenic Ayahuasca Vine Supplement

    In this special two-guest Founder Feature, host Caitlin Bricker sits down with Gonzalo Bisquerra, founder of Happy Caapi, and Chris Kilham, the botanical expert known as Medicine Hunter, to talk about the first non-hallucinogenic supplement made from the ayahuasca vine. Gonzalo spent two decades in sourcing and supply chain for major CPG companies before an ayahuasca ceremony in Panama changed the course of his life. After connecting with two friends developing an early prototype, he spent four years navigating the regulatory, sourcing, and formulation challenges of bringing Happy Caapi to market - a legal, shelf-stable way for people to access the vine's benefits without the hallucinogenic experience associated with full ayahuasca ceremonies. Chris Kilham, who has studied medicinal plants around the world for over 30 years and sat in 135 ayahuasca ceremonies himself, joined as an early advisor and friend of the brand, bringing decades of botanical sourcing expertise and his own published sustainability research on the ayahuasca vine. Caitlin, Gonzalo, and Chris dig into the important distinction between psychoactive and psychedelic, how the vine alone delivers focus and mood benefits without the visionary effects of the traditional brew, the real story behind ayahuasca vine sustainability and sourcing, and what it takes for brands to work responsibly with botanicals. Listen in as they discuss: What Happy Caapi is and how it differs from traditional ayahuasca ceremoniesThe critical distinction between "psychoactive" and "psychedelic," and why it matters for consumer educationGonzalo's personal ayahuasca experience and what inspired him to build a shelf-stable, non-hallucinogenic productChris's multi-year field research on ayahuasca vine sustainability, published in the American Botanical Council's HerbalGramThe science behind how the vine's alkaloids affect mood and focus without producing hallucinogenic effectsWhy the growing consumer openness to psychedelics and natural alternatives is shaping the timing of this launchProduct format decisions, from the current liquid extract to an upcoming single-serve sachetGonzalo's vision for Happy Caapi as an ingredient platform for other brands, not just a standalone productChris's advice for CPG brands sourcing and working with botanicals responsiblyThe safety profile of Happy Caapi and how its alkaloid concentration compares to everyday psychoactive substances like caffeine Episode Links: Gonzalo Bisquerra LinkedIn: www.linkedin.com/in/jose-gonzalo-bisquerra-mora-50552523Happy Caapi LinkedIn: https://www.linkedin.com/company/happy-caapiHappy Caapi Website: www.happycaapi.comHappy Caapi Instagram: @happycaapiChris Kilham LinkedIn: https://www.linkedin.com/in/chriskilham/Medicine Hunter LinkedIn: https://www.linkedin.com/company/medicinehunter/Medicine Hunter Website: www.medicinehunter.comMedicine Hunter Instagram: @medicinehunterDon'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 Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  5. 25 Aug

    #263 - When Cookies Aren't Just Cookies - with Fields Good and Cognizin

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Ashley Fields and Kim Anderson, co-founders of Fields Good, and Katie Emerson of Kyowa Hakko USA (the makers of Cognizin) to unpack how a new functional cookie brand is trying to prove that healthy and heavenly don't have to be a trade-off. Ashley Fields grew up as a self-described "nepo baker," the daughter of the founders behind the classic Fields cookie brand. She met co-founder Kim Anderson as roommates at Stanford, and together they spent 18 months developing Fields Good's line of functional cookies, including a protein peanut butter cookie, an oatmeal raisin sleep cookie, and a mocha dark chocolate focus cookie featuring Cognizin Citicoline. Katie Emerson, senior manager of scientific and regulatory affairs at Kyowa Hakko USA and a registered dietitian, brings the ingredient supplier's perspective on why branded functional ingredients are becoming mainstream. Daniel, Ashley, Kim, and Katie dig into why functional foods and brain health ingredients are having a moment, how Fields Good flipped the usual "function first" formulation model to prioritize taste, and what actually goes into a brand's decision to feature a branded ingredient like Cognizin front and center on packaging. Listen in as they discuss: Why functional foods and brain health ingredients are becoming mainstream, and what's driving the shiftHow Cognizin Citicoline compares to more familiar functional ingredients like protein and creatineWhy Fields Good flipped the typical formulation model to prioritize taste first, function secondThe 18-month, thousands-of-pounds-of-dough journey to get the cookies rightHow Fields Good matched each cookie's flavor profile to its functional goal, from mocha for focus to oatmeal raisin for sleepWhat "permissible indulgence" means as an emerging subcategory in snackingHow Fields Good approaches packaging and branding to feel trustworthy without feeling overly clinicalWhat the shopper journey looks like across DTC and the brand's upcoming retail expansionThe brand trust factors that go into choosing a branded ingredient like Cognizin over a generic alternativeWhat's next for Fields Good and where brain health-focused products may be headed Interested in learning more about the science behind Cognizin? Head to www.cognizin.com to learn more. Episode Links: Kim Anderson LinkedIn: www.linkedin.com/in/kimmieandersonAshley Fields LinkedIn: www.linkedin.com/in/msfieldsFields Good LinkedIn: www.linkedin.com/company/fieldsgoodFields Good Website: www.fieldsgood.coFields Good Instagram: https://www.instagram.com/fieldsgoodco/Katie Emerson LinkedIn: www.linkedin.com/in/katie-m-emersonKyowa Hakko USA LinkedIn: www.linkedin.com/company/kyowa-hakko-usaCognizin Website: www.Cognizin.comCognizing Instagram: @cognizinciticoline   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: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  6. 21 Aug

    Meet the Bone Broth Protein Bar with 20g Protein & No Protein Powder

    In this Founder Feature, host Caitlin Bricker sits down with Mackenzie Muth and Nolan Spencer, co-founders of HOL Health Club, makers of the first and only bone broth protein bar - with 20 grams of protein and no protein powder. Mackenzie and Nolan met in an accounting class at Indiana University and are now married co-founders. Both spent six years in investment banking on Wall Street before starting HOL - Mackenzie in consulting and then at Lazard's consumer group, where she worked on the Siete Foods sale to PepsiCo, and Nolan in technology investment banking. It was the public backlash to the Siete deal that pushed them to leave finance and build a "better-for-you" brand designed to scale without ever selling out. They ditched their jobs, bought an RV, adopted two golden retrievers, and hit the road to sell HOL bars in person across the country. Caitlin, Mackenzie, and Nolan dig into what the Siete sale revealed about the better-for-you category, why they built their bar around bone broth instead of protein powder, the surprising R&D process that led to a real-food formula, and what it's actually like to run a fast-growing CPG brand out of an RV - from 0 to over 200 retail doors in a matter of months. Listen in as they discuss: What the public reaction to the Siete Foods/PepsiCo sale taught Mackenzie about consumer trust in "better-for-you" brandsWhy they chose bone broth as their protein source instead of pea, soy, or whey powderThe gut, joint, and skin benefits of bone broth - and why traditional protein powders didn't work for Mackenzie's bodyTheir first bone broth bar prototype ("complete sandpaper") and how they landed on a real-food formula insteadWhy they rejected the "no sugar, artificial flavors, still tons of protein" trend in favor of whole-food ingredientsGoing from 0 retail doors in January to over 200 doors and 90 demos in 90 daysWhy being founders on the ground, personally running demos, has driven so much of their retail growthThe upside and identity adjustment of running a CPG company while living nomadically in an RVTheir strategy of focusing on natural and independent retailers before pursuing larger conventional chainsWhere they see HOL Health Club - and themselves - in five years Episode Links: Mackenzie Muth LinkedIn: www.linkedin.com/in/mackenziemuthNolan Spencer LinkedIn: www.linkedin.com/in/nolspencHOL Health Club LinkedIn: www.linkedin.com/company/holhealthclubHOL Health Club Website: www.holhealthclub.comHOL Health Club Instagram: @holhealthclubDon'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 Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics

  7. 19 Aug ·  Bonus

    Honey 101 for CPG Brands: Trends, Formulation Tips & Resources with Keith Seiz of The National Honey Board

    In this mini episode of the Startup CPG Podcast, host Daniel Scharff sits down with Keith Seiz of the National Honey Board to unpack why honey has become one of the most in-demand ingredients in food and beverage right now - and what that means for brands and formulators looking to work with it. Keith has spent 17 years working with the National Honey Board, traveling the country to talk with food manufacturers, distillers, brewers, and bakers about how to formulate better products with honey. In that time, he's watched the conversation shift - what used to be a handful of questions about honey itself has grown into an equal mix of curiosity about honey and the honeybees behind it, as consumers pay closer attention to where their ingredients actually come from. Daniel and Keith dig into the data behind honey's rapid growth, the new product categories it's showing up in, the functional (not just flavor) benefits formulators are leaning on, and the free resources the National Honey Board offers CPG brands - from troubleshooting to ready-made product concepts. Listen in as they discuss: Why honey has become one of the hottest ingredients in food and beverage right nowThe consumer shift toward traditional and natural sweeteners over zero-sugar alternativesINOVA data showing a 16.7% increase in new products launched with honey in 2025How honey has expanded well beyond baked goods into beverages, snacks, frozen foods, dairy, and confectionsWhy brands are proudly featuring honey (and honeybees) on front-of-package, unlike most other sweetenersThe shift from single-purpose synthetic ingredients toward multi-functional natural ones like honeyHoney's functional roles beyond sweetness, including binding in bars and emulsification in dressingsWhy honey's 24 different carbohydrates make it such an effective flavor masker for nutrient-fortified productsWhat the National Honey Board offers CPG brands, including troubleshooting, innovation support, and consumer dataHow emerging brands can get free product development support, including ready-to-use honey product concepts from the National Honey Board's innovation team Interested in learning more? Check out www.honey.com or follow along on IG @honey4pros for more tips and updates from The National Honey Board. Or, you can email Keith directly today at keith@honey.com. Episode Links: Keith Seiz LinkedIn: www.linkedin.com/in/keithseizNational Honey Board LinkedIn: www.linkedin.com/company/national-honey-boardNational Honey Board Website: www.honey.comNational Honey Board Instagram: @honey4pros  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: www.linkedin.com/in/danscharff Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  8. 18 Aug

    #262 - Beverage Manufacturing Lessons with BevSource's Bob Williams

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Bob Williams of BevSource - a beverage industry veteran Daniel calls "the beverage Oracle" - to unpack the most common (and costly) manufacturing mistakes beverage brands run into with co-packers. Bob has spent over 25 years in the beverage industry, most of it around co-packing, quality, and manufacturing operations. He's built out eight high-speed can lines and spent his career getting called in when something has already gone wrong - troubleshooting everything from mysterious can leaks to failed micro tests. Daniel, who previously ran a beverage brand himself and worked with Bob directly, brings his own founder experience to the conversation, pulling real examples from his time scaling into thousands of retail doors. Daniel and Bob dig into why "leakers" are almost never actually a can problem, what really happens when a co-packer cuts corners on pasteurization, how to properly vet a manufacturing facility before you sign anything, and what documentation every brand should be asking for - before and after something goes wrong. Listen in as they discuss: Why brewery-turned-co-packers often struggle with the regulatory and equipment shift into non-beer beveragesThe real root cause behind most can "leakers" - and why it's almost never actually the canWhat seam check reports are, why they matter, and how outdated equipment can produce unreliable resultsA real case where a co-packer skipped tunnel pasteurization entirely - and what happened as a resultWhy brands should never sign a co-packing agreement before physically touring the facilityWhat to look for on a co-packer site visit, from RO systems to master sanitation programsReal warning signs Bob has seen on-site, including uncalibrated equipment and neglected water filtration systemsWhy full documentation - batch records, QA reports, maintenance logs - should never be treated as proprietaryWhat to expect (and not panic about) during your first production run and taste-matching processWhy shelf life and stability testing should start the moment your formula is finalized, not after launch Episode Links: Bob Williams LinkedIn: https://www.linkedin.com/in/bob-williams-88ba5312/BevSource LinkedIn: www.linkedin.com/company/bevsourceBevSource Website: www.bevsource.comBevSource Instagram: @bevsourceDon'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: https://www.linkedin.com/in/danscharff/Questions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics

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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
    490
  • Rating
    Clean
  • Copyright
    © Startup CPG
  • Show Website
    The Startup CPG Podcast

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