The Duck Pond Podcast | Tips for CPG Brands to Take Flight

Jason Wong
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  • Entrepreneurship

Welcome to The Duck Pond Podcast, your go-to show for exploring how CPG (consumer packaged goods) brands get their wings, and what it really takes to launch, scale, and thrive in today’s competitive marketplace. Each episode dives into the journey of emerging and established CPG brands, uncovering the strategies, struggles, and successes behind their growth. From early-stage packaging decisions and product positioning to marketing tactics and building retail partnerships, we break down the key elements that help founders turn an idea into a world-class brand. We sit down with brand founders, packaging experts, designers, and creative leaders to share the untold stories behind iconic products and challenger brands alike. Whether you’re interested in how startups break into crowded categories like food and beverage, beauty, health, or sustainable products, or curious about how established players reinvent themselves, this podcast gives you a front-row seat to those conversation Expect actionable insights on brand storytelling, packaging innovation, DTC strategies, retail distribution, and consumer engagement, all delivered through real-world experiences and creative problem-solving. If you’re a founder, marketer, designer, or simply someone fascinated by the world of branding and consumer packaged goods, this podcast will inspire you to think differently about what it takes to stand out on the shelf and in the hearts of consumers. Tune in, subscribe, and discover how today’s most exciting CPG brands take flight.

  1. 12/23/2025

    Ep. 21 - We're Liquid Death For Everyday People - Jay Williams

    Today we’re featuring Jay Williams, founder of Free Bird Water, a brand built around the simple but powerful idea of delivering clean, crisp spring water in tall 19.2 oz aluminum cans, sourced from the Blue Ridge Mountains and crafted for everyday Americans who work with their hands, hustle hard, and value authenticity over hype. Under Jay’s leadership, Free Bird has positioned itself as water “for the people”, no gimmicks, no wellness fluff, just real water for real life. We’ll dig into: How Free Bird Water carved out its space in the beverage market, leaning into heritage, honest branding and a “blue-collar meets beverage” vibe.The leap from a successful real-estate background to launching a spring-water brand , why Jay swapped boardrooms for bottling lines, and how that transition shaped Free Bird’s identity.Key early decisions: choosing spring water from Georgia’s Blue Ridge Mountains, designing tall-boy cans, opting for recyclable aluminum , and how those choices reflect purpose and practicality.Scaling and distribution: hitting retail shelves across the Southeast, launching still and sparkling SKUs, and the operational grind behind rapid rollout.Brand messaging, community-building, and positioning Free Bird not just as water, but as a lifestyle and a nod to “everyday heroes.”✨ Learn how Free Bird Water is redefining what bottled water can mean, merging simplicity, purpose, and refreshment into a can that speaks to working people, honest values, and everyday hydration. 🔗 Free Bird Water Website → https://drinkfreebird.com/ Instagram → @drinkfreebird We’re a custom packaging manufacturer, and we believe packaging should tell a story, not just hold a product. Paking Duck: https://www.instagram.com/paking.duck/ Website → www.pakingduck.com #beverage #entrepreneurship #packaging

    Ep. 21 - We're Liquid Death For Everyday People - Jay Williams

  2. 12/17/2025

    Ep. 20 - Chocolate So Healthy It Heals The Earth - Keith Bearden

    Today we’re featuring Keith Bearden, CEO of Alter Eco, the chocolate and snack brand redefining indulgence by making sustainability, ethics, and delight inseparable. Under Keith’s leadership, Alter Eco champions regenerative agriculture, fair-trade sourcing, and compostable packaging, proving you can enjoy delicious, premium chocolate and snacks and help heal the planet. We’ll dig into: How Alter Eco positions itself in the “ethical indulgence” space, marrying top-tier taste with deep commitment to soil, communities, and ecosystems.The leap from legacy supply chains to regenerative sourcing: how Keith and the team support farmers to adopt agro-forestry, traceability and sustainable practices while maintaining chocolate quality.The evolution of packaging and product , from compostable wrappers to clean-ingredient bars and granola, and how Alter Eco balances impact and shelf-ready scalability.Navigating growth, supply-chain turbulence (like rising cacao prices and global import tariffs), and the ongoing commitment to maintain mission-driven standards while expanding reach.✨ Learn how Alter Eco is redefining what indulgence can taste like, by proving that chocolate can be conscientious, delicious, planet-friendly, and socially responsible. 🔗 Alter Eco Website → https://www.alterecofoods.com/ Instagram → @alterecofoods We’re a custom packaging manufacturer, and we believe packaging shouldn’t just hold a product, it should tell a story. Paking Duck: https://www.instagram.com/paking.duck/ Website → www.pakingduck.com #chocolate #sustainability #packaging #entrepreneurship

    Ep. 20 - Chocolate So Healthy It Heals The Earth - Keith Bearden

  3. 12/14/2025

    Ep. 19 - Creating The Chocolate That Gives You Wings - Adam Deremo

    Today we’re featuring Adam Deremo, co-founder of AWAKE Chocolate, the brand that flipped the script on energy and indulgence by putting caffeine into chocolate. Instead of coffee or energy drinks, AWAKE delivers a pick-me-up in bite-size and bar-form chocolate , each bite packing roughly half a coffee’s brew: 50 mg caffeine, fair-trade, gluten-free, no artificial stuff. We’ll dig into: How AWAKE positions itself in the “functional food / caffeinated treat” space, combining everyday energy with the simple pleasure of chocolate.The leap from corporate CPG roots to startup chocolate-maker: what made Adam and his co-founders decide to build a “functional chocolate that tastes good.”The evolution of formulation, taste testing, ingredient choices and packaging, how they balanced caffeine, flavor, quality and accessibility to build a product that people enjoy and trust.Scaling a functional food brand: rapid growth, distribution, retail partnerships (including recent expansion into major retailers and even listings in big chains), investment rounds, and navigating the challenges that come with growth.✨ Learn how AWAKE Chocolate is redefining what “energy” means, making it delicious, accessible, and a little more fun. 🔗 AWAKE Chocolate Website → https://awakechocolate.com/ Instagram → @awakechocolate We’re a custom packaging manufacturer and we’re changing the landscape of packaging. Paking Duck: https://www.instagram.com/paking.duck/ Website → www.pakingduck.com #chocolate #energy #entrepreneurship #packaging

    Ep. 19 - Creating The Chocolate That Gives You Wings - Adam Deremo

  4. 12/11/2025

    Ep. 18 - "Creating a Brand During Covid Saved My Restaurants" - Michelle Valdez

    Today we’re featuring Michelle Valdez-Wilton, founder of Date Better Snacks, the brand reinventing what a “better-for-you treat” can be, using Medjool dates stuffed with nut butter and enrobed in organic chocolate, all designed to give you that indulgent treat without the guilt. What started in her home kitchen during the COVID-era has blossomed into a fast-growing snack company now stocked in hundreds of stores across the U.S. and beyond. We’ll dig into: How Date Better Snacks positions itself in the “clean-label, better-for-you treat” space, satisfying sweet cravings with whole foods instead of processed sugar bombs.The leap from restaurant kitchens to packaged snacks: recipe testing, ingredient sourcing, packaging clean-label treats that still feel indulgent.The ups and downs of scaling a food business, balancing handmade care with growth, navigating supply, manufacturing, and distributing in 700+ stores in under two years.Marketing, storytelling, and how Date Better builds community, not just through flavor, but through authenticity, transparency, and a mission to make better snacking accessible.✨ Learn how Date Better Snacks is redefining indulgence, proving treat foods can be clean, crave-worthy, and kind to body and soul. 🔗 Date Better Snacks Website → https://datebettersnacks.com/ Instagram → @datebettersnacks We’re a custom packaging manufacturer, and we’re changing the landscape of packaging. Paking Duck: https://www.instagram.com/paking.duck/ Website → www.pakingduck.com #snacks #entrepreneurship #packaging

    Ep. 18 - "Creating a Brand During Covid Saved My Restaurants" - Michelle Valdez

  5. 12/01/2025

    Ep. 17 - Most Beauty Companies LIE With Skincare - Alda Hjaltalin

    Today we’re featuring Alda Karen Hjaltalín, founder of SKINERGY, a brand redefining what wellness drinks can be by blending skincare, function and flavour in every sip. Alda turned her passion for wellness and ingredient innovation into a drink that delivers on skin, energy and purpose, all while preserving a great taste and strong identity. We’ll dig into: How SKINERGY positions itself in the wellness and functional beverage market—skin-first, flavour-forward, emotionally resonant.The leap from concept to launch: ingredient validation, formulation, packaging decisions and how Alda approached creating a drink that speaks to both beauty and beverage consumers.The challenges of scaling a startup in the crowded wellness space: sourcing key actives, ensuring taste and stability, building distribution and maintaining brand authenticity.Marketing, brand story and category strategy: how to go from consumer education to purchase, and what the future holds for skin-targeted drinks.✨ Learn how SKINERGY is rewriting what it means to drink your skincare—making it tasty, effective and accessible. 🔗 SKINERGY Website → https://www.drinkskinergy.com/ Instagram → @drinkskinergy We’re a custom packaging manufacturer and we’re changing the landscape of packaging. Paking Duck: https://www.instagram.com/paking.duck/ Website → www.pakingduck.com #wellness #beverage #entrepreneurship #packaging

    Ep. 17 - Most Beauty Companies LIE With Skincare - Alda Hjaltalin

  6. 11/21/2025

    Ep. 16 - The American Diet SUCKS, Here's How To Fix It - Marco Biscarini

    Today we’re got Marco Biscarini, co-founder of Vibrant Meals, the Chattanooga-based meal-prep brand that’s on a mission to make healthy eating easy, accessible and chef-crafted. Marco and his wife Romana blended her background in high-performance meals for athletes with his tech-ops experience to build a ready-to-eat meal service that delivers fresh, scratch-made meals with no compromises. We’ll dig into: How Vibrant Meals positions itself in the functional food / healthy lifestyle space — real meals, not frozen, designed for busy people who still care about taste and quality.The jump from concept to scale: recipe development, packaging, delivery logistics and how they went from kitchen to growth during covid of all things.The challenges of staying “chef-crafted, clean eating” while scaling: sourcing, operations, team culture and staying true to mission.Marketing, subscriptions, retail and how they’re redefining convenience meals without sacrificing flavor or values.✨ Learn how Vibrant Meals is rewriting what “meal prep” means making it vibrant, delicious, and practical. 🔗 Vibrant Meals Website → https://myvibrantmeals.com/ Instagram → https://instagram.com/vibrantmeals We’re a custom packaging manufacturer and we’re changing the landscape of packaging. Paking Duck: https://www.instagram.com/paking.duck/ Website → www.pakingduck.com #mealprep #entrepreneurship #packaging #business

    Ep. 16 - The American Diet SUCKS, Here's How To Fix It - Marco Biscarini

  7. 11/18/2025

    Ep. 15 - Over 90% of Americans DON'T Eat Enough Vegetables - Veronica Panzardi

    Today we’re featuring Veronica Panzardi, founder of edggies veggies, the brand making veggie-intake effortless with flavor-neutral, air-dried kale sprinkles that last two years and slide into your meals like seasoning. Veronica traded her investment-banking career to launch a product rooted in nutrition, convenience, and taste, and she’s building a brand wrapped in mission, design, and more veggie goodness. We’ll dive into: How edggies positions itself in the “better-for-you” and convenience food space, helping busy professionals and families get more veggies.The brand, packaging and recipe evolution behind turning kale (and other veggies) into a sprinkle you can take anywhere.What it takes to launch a truly novel product: shelf-stable, flavor-neutral, portable from prototype stage (in her East Village apartment) to market.Marketing, distribution and sustainability lessons from a brand rooted in mission: “adding nutrition can be as easy as adding salt”.✨ Learn how edggies veggies is redefining what veggies can look like — making them simple, pantry-friendly, and fun to add. 🔗 edggies veggies Website → https://www.edggies.com/ Instagram → https://www.instagram.com/edggies We’re a custom packaging manufacturer and we’re changing the landscape of packaging. Paking Duck: https://www.instagram.com/paking.duck/ Website → www.pakingduck.com #veggies #packaging #betterforyou #nutritionalinnovation #entrepreneurship

    Ep. 15 - Over 90% of Americans DON'T Eat Enough Vegetables - Veronica Panzardi

  8. 11/15/2025

    Ep. 14 - "I Got Tired of Unhealthy Chips, So I Made Them Healthy" - Food Scientist

    Today we’re featuring Philip Kosak, founder of Wicked Crisps, the brand on a mission to deliver “deliciously deceptive” veggie-based crisps that are baked (never fried), gluten-free, non-GMO, and crafted for taste and purpose. Phil holds a PhD in Food Science and began his snack journey in 1981 in a small warehouse, now he’s tackling flavor, nutrition, and inclusive job creation all at once. We’ll dive into: How Wicked Crisps positions itself in the better-for-you snack space, turning vegetables, herbs and spices into a category-challenging chip.The evolution of recipe, technology and packaging, from snack co-packing to launching a full brand built on taste, health and mission.What it takes to scale a snack brand rooted in purpose, including the unique model: over half of the production team are people with disabilities.Marketing, distribution, and impact lessons from building a brand from the ground up in a tough snack category.How Phil translates decades of R&D and inclusive employment into real business strategy and brand legacy.✨ Learn how Wicked Crisps is redefining snacking, making veggie-based crisps crave-worthy, shelf-ready, and meaningful. 🔗 Wicked Crisps Website → https://wickedcrisps.com Instagram → https://www.instagram.com/wickedcrisps/ We’re a custom packaging manufacturer and we’re changing the landscape of packaging. Follow for more. Paking Duck: https://www.instagram.com/paking.duck/ Website → www.pakingduck.com #snacks #betterforyou #inclusion #packaging #foodinnovation

    Ep. 14 - "I Got Tired of Unhealthy Chips, So I Made Them Healthy" - Food Scientist
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About

Welcome to The Duck Pond Podcast, your go-to show for exploring how CPG (consumer packaged goods) brands get their wings, and what it really takes to launch, scale, and thrive in today’s competitive marketplace. Each episode dives into the journey of emerging and established CPG brands, uncovering the strategies, struggles, and successes behind their growth. From early-stage packaging decisions and product positioning to marketing tactics and building retail partnerships, we break down the key elements that help founders turn an idea into a world-class brand. We sit down with brand founders, packaging experts, designers, and creative leaders to share the untold stories behind iconic products and challenger brands alike. Whether you’re interested in how startups break into crowded categories like food and beverage, beauty, health, or sustainable products, or curious about how established players reinvent themselves, this podcast gives you a front-row seat to those conversation Expect actionable insights on brand storytelling, packaging innovation, DTC strategies, retail distribution, and consumer engagement, all delivered through real-world experiences and creative problem-solving. If you’re a founder, marketer, designer, or simply someone fascinated by the world of branding and consumer packaged goods, this podcast will inspire you to think differently about what it takes to stand out on the shelf and in the hearts of consumers. Tune in, subscribe, and discover how today’s most exciting CPG brands take flight.

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