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. 2 HR AGO

    #244 - Live Pitch Practice & Feedback

    In this special episode of the Startup CPG Podcast, host Daniel Scharff and Managing Editor Caitlin Bricker — a former retail buyer — run a live pitch practice session recorded on YouTube Live, where founders jumped up to deliver their 30-second pitch and got direct, actionable feedback in real time. The result is one of the most broadly useful episodes we've ever put out: whether you pitched or just watched, the feedback applies to you. Eleven brands across food, beverage, supplements, and pet stepped up: an Ayurvedic wellness tea, a kava seltzer, a low-carb donut and cookie brand, an umami seasoning, a women's hormonal health supplement powder, a pet training treat in a portable tube, a dessert butter, and a salon-quality cuticle oil line. Every pitch got something different — and every piece of feedback is worth hearing. Together, Daniel and Caitlin break down the mechanics of a strong pitch: why your energy matters more than your talking points, how to proactively answer the buyer's unspoken questions, why uptalk will quietly kill your credibility, and what it means to actually lead with your product. Listen in as they cover: Why energy and confidence beat a perfectly memorized script every timeThe single question every buyer is thinking but won't always ask: will this actually sell?Camera setup, lighting, and the small technical details that make a big impression on Zoom pitchesWhy "first ever" is a phrase to avoid — and what to say insteadHow to use proof points, velocity data, and repeat purchase rates to earn trust fastWhat adaptogenic actually means — and why you need to know before you say itWhen your founding story helps you and when it costs you valuable pitch timeWhy D2C traction and social following should come up earlier than most founders think Brands featured:  Ayursome Wellness, Kaviva, Good Journey, Zenbroth, Bagelverse, Ramen Bae, Cali Nutrition, Doggo Sessions, Oh My! Dessert Butter, Theniya, Tiara Natural Deodorant 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 Visit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

    52 min

  2. 1 DAY AGO

    R&D Radio: Travis Zissu from Scale Food Lab

    In this episode of R&D Radio, hosted by Adam Yee, Adam sits down with Travis Zissu, founder of Scale Food Labs — an FDA-registered pilot food manufacturing facility in Golden, Colorado helping emerging brands turn benchtop formulas into scalable, production-ready products. With over a decade of food industry experience spanning culinary school at the CIA, GNT Natural Colors, and Chew Innovation, Travis has made it his mission to democratize the product development knowledge he's accumulated and make scalability a first principle, not an afterthought. Travis walks through his end-to-end process — from ingredient sourcing and prototype development to consumer testing, pilot runs, and full production — and explains why discovering problems before you hit a manufacturer is worth far more than any single formula tweak. He also shares why 90% acceptance is the real launch threshold, and what founders get dangerously wrong when they fall in love with their home kitchen recipe. He also dives into two standout client stories: a founder who came to Expo West with four vague ideas and left with a launched, distributor-ready hot-filled acidified product — and a farmer's market entrepreneur who went from buying spice jars at Whole Foods to opening a $12 million facility. Listen in as they discuss: Why sourcing from scalable suppliers must happen before you ever touch the benchThe danger of switching ingredient suppliers at scale — and the real cost of finding out too lateWhy you'll never launch exactly what you made at home, and why that's okayHow Scale Food Labs stress tests pilots: turning up heat, skipping stirs, and pouring off at multiple intervalsProtein trends: the rise of animal-based protein, BLG (beta-lactoglobulin) whey, and a supply chain already running dry through 2027Fiber as a parallel trend — and why GI distress is the thing that kills fiber-forward productsCell-based meats: what it's actually like to taste cultured chicken, and why Travis is rooting hard for the category Episode Links: Travis Zissu – Founder, Scale Food Labs🌐 Website: www.scalefoodlabs.com 🔗 LinkedIn: https://www.linkedin.com/in/zissu 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 If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

    31 min

  3. 3 DAYS AGO

    Investor Spotlight: Elly Truesdell, New Fare Partners

    In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Elly Truesdell, founder and Managing Partner at New Fare Partners — a seed and Series A venture fund investing exclusively in food and beverage across the value chain. Elly brings one of the most distinctive full-stack perspectives in consumer investing: she spent nearly a decade at Whole Foods leading local brands and product innovation across the Northeast region and then globally, ran a co-manufacturing facility for 18 months, and co-founded Made by Nacho — a premium cat food brand launched with Bobby Flay that recently closed a successful acquisition. That rare combination of retail buying, operating, and founding experience is the backbone of what New Fare brings to its portfolio. New Fare Fund 1 is a $20M vehicle (plus a couple of SPVs, bringing total AUM to around $25M), and the fund writes first checks of $500K to $1M at seed and Series A, with the intention of getting to know founders for months — and often years — before investing. Hannah and Elly dig into what the Venn diagram between retail buying diligence and investor diligence actually looks like, how founders should adjust their pitch when moving from buyer conversations to investor conversations, and what the right team structure looks like when gearing up for a fundraise. They also tackle the question straight from the Startup CPG Slack community: what matters more — sales growth or profitability? Listen in as they cover: Elly's path from Whole Foods local brands and innovation to co-manufacturing to co-founding Made by Nacho with Bobby Flay to launching New Fare PartnersNew Fare's fund structure, check size, stage focus, and investment thesis around the modern eater and premiumizationThe Venn diagram between retail buyer diligence and investor diligence — where they overlap and where they divergeHow founders should adjust their pitch when moving from buyer conversations to investor conversationsThe power dynamic difference: why your investor relationship should not look like your retailer relationshipWhat Elly looks for in founders — motivation, conviction, and why she wants to see a little pushback in term sheet negotiationsPortfolio spotlights: Lucille (senior nutrition), NARA Organics (infant formula), and Bachan's (Japanese BBQ sauce)Team structure advice: two paths to building — formidable infrastructure from day one vs. lean and fractional with finance as the non-negotiable first hireThe Slack community case study question answered: sales growth vs. profitability — and why it's life stage dependentWhy the overcorrection toward profitability has not lowered growth expectations — the bar is just higher nowConsumer behavior and macro trends driving New Fare's thesis: premiumization, time collapse, and the shift in how people receive food Whether you're a founder preparing for your first fundraise, an operator navigating the retail-to-investor pivot, or someone building in food and bev who wants to understand how the smartest investors in the room are actually thinking — this episode is a must listen. Episode Links:  New Fare Partners: https://www.newfarepartners.comElly Truesdell on LinkedIn: https://www.linkedin.com/in/elly-truesdell-5106b65b/ New Fare Partners on LinkedIn: https://www.linkedin.com/company/new-fare/  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 Daniel at podcast@startupcpg.comEpisode music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

    40 min

  4. 4 DAYS AGO

    Founder Feature: Hannah Pollack of Nightingale Ice Cream

    In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Hannah Pollack, founder and CEO of Nightingale Ice Cream Sandwiches—a high-quality ice cream novelty brand celebrating its 10th anniversary. Nightingale crafts elevated ice cream sandwiches using non-GMO, sustainably sourced ingredients in flavors like key lime pie, banana pudding, and caramel churro that melt the way real ice cream should. Hannah shares how leaving the Marine Corps led her to culinary school, where she met her husband—a classically trained Belgian chef she lovingly calls Belgian Santa Claus—and how a dessert on their restaurant menu became the foundation of a nationally distributed brand. Caitlin shares how she first encountered Nightingale at the UNFI trade show in June 2025, courtesy of a very enthusiastic fellow exhibitor, and has been a devoted fan ever since. Together, they dig into what real ice cream actually is (and what frozen dairy desserts are trying to get away with), the strict temperature logistics of scaling a frozen novelty from Richmond, Virginia to California, and why doing site visits with distribution partners is non-negotiable. Plus, Hannah shares breaking news about Nightingale's expansion into 175 Whole Foods center store locations. Listen in as they cover: How a restaurant dessert became a nationally recognized ice cream sandwich brandThe real difference between ice cream and frozen dairy desserts—and why it mattersWhy Nightingale's ice cream melts like ice cream should, and the challenge of keeping it that way through distributionThe red flags and green flags Hannah looks for when vetting distribution partnersHow a culinary background and mise en place mentality shaped the way they run their facilitySeasonality in frozen: what April through August looks like for a brand like NightingaleThe breaking news on their Whole Foods center store expansion into 175 locationsWhat 10 years of growth looks like—from hand-stamped packages at farmers markets to Food Network and Food & Wine recognition Whether you're a founder navigating the frozen aisle, a buyer looking for the next standout novelty brand, or someone who's been burned by a frozen dairy dessert pretending to be ice cream, this episode is for you. Episode Links: Nightingale Ice Cream Website: https://www.nightingaleicecream.com Instagram: https://www.instagram.com/nightingaleicecream/ Hannah Pollack on LinkedIn: https://www.linkedin.com/in/hannah-pollack-a231b12b2/ Nightingale Ice Cream on LinkedIn: https://www.linkedin.com/company/nightingale-ice-cream-sandwiches/ 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 Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

    31 min

  5. 7 APR

    #243 - Building Your Team Legal Considerations with Giannuzzi Lewendon

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Blake Horn and Ryan Hall, both partners at CPG-exclusive law firm Giannuzzi Lewendon, to dig into one of the most overlooked parts of building a brand: doing it legally right from day one. From horror stories at the closing table to the nuances of vesting schedules and co-founder agreements, Blake and Ryan share hard-won lessons and cautionary tales that every founder — at any stage — needs to hear. Blake opens with a jaw-dropping story of a founder at a multi-hundred-million-dollar exit who got a call from someone they hadn't thought about in 20 years claiming to own half the company — based on a napkin agreement. Ryan follows with a tale of informal equity promises that produced costly litigation and wiped out a significant chunk of sale proceeds. Both stories drive home the same lesson: the problems you ignore early on don't disappear — they compound. The conversation covers the most common early-stage mistakes: misclassifying employees as independent contractors, failing to put basic offer letters and IP agreements in place, and making informal equity promises without documentation. Blake and Ryan explain why these issues are the number one thing that surfaces in investor and acquirer diligence — and why cleaning them up gets exponentially harder the longer you wait. They also get into the nuances that make CPG uniquely complex: hourly vs. salaried employees, field reps vs. office staff, co-manufacturer relationships, and why co-founder vesting looks very different in CPG than in tech. Blake and Ryan walk through how to structure equity grants using performance-based and time-based vesting schedules, what acceleration clauses mean at exit, and what to say — and not say — when you have to let someone go. Whether you're hiring your first employee, bringing on a co-founder, or getting ready to raise a round, this episode is the legal foundation you didn't know you needed. Listen in as they discuss: Why informal equity promises and napkin agreements can resurface at the worst possible moment — decades laterThe real risks of misclassifying employees as independent contractors, and why it's the #1 thing acquirers look for in diligenceThe essential documents every early-stage brand should have in place: offer letters, IP/NDA agreements, equity plans, and employee handbooksWhy CPG companies face unique employment complexity — hourly vs. salaried, field reps, contract manufacturers, and moreHow vesting schedules work — and when to use performance-based vs. time-based structuresThe co-founder vesting conversation: why it's different in CPG, and why you still need to have itWhat to do (and what not to do) when you have to terminate an employee — and why a separation agreement is a powerful cleanup toolHow to audit your employment practices before a fundraise or acquisition so you're not scrambling at the last minuteWhy using AI or generic templates for employment documents is a false economy — and what it actually costs to fix them later Episode Links: Blake Horn – Partner, Giannuzzi LewendonLinkedIn: https://www.linkedin.com/in/blake-horn-45034020/ Ryan Hall – Partner, Giannuzzi LewendonLinkedIn: https://www.linkedin.com/in/ryan-hall-3517344/ Giannuzzi Lewendon Company LinkedIn: https://www.linkedin.com/company/giannuzzi-lewendon-llp/ Website: https://gllaw.us/ or email either of them at blake@gllaw.us and rhall@gllaw.us. 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 If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

    55 min

  6. 4 APR

    Investor Spotlight: Denise Lambertson, Constellation Capital

    In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Denise Lambertson, founder and Managing Partner at Constellation Capital — a boutique follow-in venture fund investing in consumable CPG and wellness brands. Denise brings one of the most distinctive backgrounds in consumer investing: she began her career as Madonna's executive assistant, spent six years producing world tours and brand partnerships, then built LMS, a pioneering celebrity and influencer marketing agency that served nearly 250 businesses over 15 years. That experience became the foundation for Constellation Capital, where she pools celebrity, athlete, influencer, and operator LPs to deploy both capital and deep marketing expertise into emerging brands. Constellation's Fund 1 ($10M, fully deployed, launched 2018) concentrated heavily on consumable CPG, and Fund 2 (targeting $25M) is currently in market. The fund writes initial checks of ~$250K as a follow-in investor — meaning Denise doesn't lead rounds or set terms, but invests alongside institutional or angel leads and brings differentiated value through what she calls her "network capital advantage." Hannah and Denise dig into what it really means to be a follow-in investor, what Denise's diligence process looks like through a marketing lens, and what she's seeing work — and not work — in digital and influencer marketing today. They also tackle the growing importance of AI literacy for CPG founders, what pre-launch marketing done right actually looks like, and what team structure should look like before an early-stage fundraise. Listen in as they cover: Denise's path from Madonna's executive assistant to pioneering celebrity/influencer marketing to venture capitalConstellation Capital's fund structure, LP base (celebrities, athletes, influencers, operators, independent grocers), and investment thesisWhat a follow-in investor actually does — and how it differs from a lead investorHow Denise sources deals, collaborates with co-investors, and adds value post-checkThe "network capital advantage" and why celebrity alone does not make a businessA standout portfolio company that built 30,000 qualified email subscribers before launch — and why it workedWhat founder EQ looks like: the portfolio founder who consistently does exactly what she says she'll doWhy AI literacy is now a core diligence criterion in Fund 2 — and how it can add 12–18 months of runwayInfluencer marketing reframed: building it as a performance channel and distribution network, not just getting postsWhy "we haven't spent anything on marketing" is not a flex — and what investors actually want to seeTeam structure advice: no more than four people pre-fundraise, lean into fractional talent and AI toolsHow to reach Denise, co-invest with Constellation, and get started in CPG investing Whether you're a founder preparing to fundraise, an operator building out your marketing strategy, or someone curious about what non-traditional paths into venture capital look like, this episode is full of sharp, practical insight from someone who's been in the room — and on the stage — from the very beginning. Episode Links: Constellation Capital: [constellationcapital.com]Denise Lambertson on LinkedIn: linkedin.com/in/deniselambertsonDenise Lambertson on Substack: Constellation CapitalPitch Constellation: diligence@constellationcapital.comCo-invest or connect: info@constellationcapital.comAngel investing platforms mentioned: Sidecar (sydecar.com), AngelList Connect with the guest: Denise Lambertson — Founder & Managing Partner, Constellation Capital 🔗 LinkedIn: https://www.linkedin.com/in/deniselambertson/ 📧 Pitch: diligence@constellationcapital.com 📧 Connect/co-invest: info@constellationcapital.com Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

    37 min

  7. 3 APR

    Founder Feature: Gabriella Labi and Tonya Reznikovich of Gato Dates

    In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Gabriella Labi and Tonya Reznikovich, co-founders of Gato Dates—dark chocolate covered, nut butter stuffed Medjool dates in four decadent flavors: pistachio butter, cashew butter and walnut, almond butter, and peanut butter. Gabriella shares how years of working with functional medicine doctors, studying nutrition, and hosting Friday night Shabbat dinners led her to create a treat she could eat every day without guilt—one that just happened to blow every guest's mind. Tonya shares how one bite at that dinner table sent her straight to the freezer for seconds and eventually to writing a full business plan email. Together, they built Gato Dates from a home kitchen staple into a brand with celebrity fans, a loyal DTC following, and major retail accounts on the horizon—all while staying true to the premium, giftable identity that sets them apart in a crowded snack landscape. Caitlin and Gabriella and Tonya dig into why quality ingredients are non-negotiable, how five months of LA farmers markets became their proof-of-concept lab, and why organic celebrity discovery (think: LeAnn Rimes sharing with Kristin Cavallari) beats any influencer gifting strategy. They also cover the logistics of co-packing whole Medjool dates, the case for local delivery as a farmers market transition, and what it really looks like to go full-time on a food brand in year two. Listen in as they cover: How a Shabbat dinner dessert became the foundation of a luxury confection brandWhy Medjool dates are the perfect vessel—and why size really does matterThe farmers market strategy that generated $1,500 on day one and proved the conceptHow LeAnn Rimes, Kristin Cavallari, and Addison Rae found Gato Dates completely organicallyThe giftable format strategy that's turning customers into brand ambassadorsTheir retail expansion playbook: knocking on doors, building buyer relationships, and landing major grocery accountsWhat being invited into a giveaway with Fishwife, Poppy, and Loops Beauty meant to themThe upcoming healthy Nutella spread and what's next for the brandWhy year two is the hardest—and what separates brands that survive from those that don't Whether you're a founder figuring out how to scale a premium food product, a buyer looking for the next breakout confection brand, or a date obsessive who just needs to know where to get your next fix, this episode is for you. Episode Links: Gato Dates Website: https://gatodates.com Gabriella Labi on LinkedIn: https://www.linkedin.com/in/gabriella-labi-25a3079b/ Tonya Reznikovich on LinkedIn: https://www.linkedin.com/in/tonya-reznikovich/ Gato Dates on LinkedIn: https://www.linkedin.com/company/gato-dates/ 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 Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

    35 min

  8. 1 APR

    R&D Radio: Brian Chau from Chau Time

    In this episode of R&D Radio, hosted by Adam Yee, Adam sits down with Brian Chau, founder of Chau Time — an R&D operations consulting firm lowering the barrier to entry in the food industry. With a team of 12 spanning every U.S. time zone and experience across 20+ countries, Brian walks through the full concept-to-commercialization process and shares why setting clear parameters — with ranges — is the single most important thing an entrepreneur can do before working with a food scientist. Brian breaks down his four-phase R&D process, explains the trade-offs between cost, flavor, nutrition, and shelf life that every founder inevitably faces, and makes a bold prediction: fiber will eventually surpass protein as the dominant functional ingredient trend. He also shares two standout case studies in better-for-you chocolate: Dirty Gut (prebiotic/probiotic chocolate using fiber stacking from upcycled cocoa husks, acacia fiber, and chicory inulin) and Femme Health (a women's health chocolate using lactoferrin for improved iron absorption) — both developed during the global cacao supply crisis. Listen in as they discuss: Why you should create a parameter list with ranges before engaging any food scientistThe four phases of R&D and why three rounds of development is the magic number for an MVPFiber stacking: what it is and why it makes functional chocolate workHow to navigate the cacao supply crisis by going direct to smaller and heirloom farmersWhy fiber is poised to surpass protein over the next decadeBioactives trending in women's health, sexual wellness, and mushroom-derived nutraceuticalsHow startups vs. large companies prioritize trade-offs very differently Episode Links: Brian Chau – Founder & Principal, Chau Time  🌐 Website: www.chau-time.com  🍄Webiste Linked: https://www.linkedin.com/company/chau-time/ 🔗 LinkedIn: https://www.linkedin.com/in/chautime/ 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 If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.

    27 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
    418
  • Rating
    Clean
  • Copyright
    © Startup CPG
  • Show Website
    The Startup CPG Podcast

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