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. 4 hr ago

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

    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

  2. 1 day ago

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

    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

  3. 4 days ago

    #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

  4. 5 days ago

    R&D Radio: Jamie Valenti-Jordan — Commercialization, Pilot Runs, and Scaling Food Products the Right Way

    In this episode of R&D Radio, hosted by food scientist Adam Yee, Adam sits down with Jamie Valenti-Jordan, founder of Catapult Commercialization Services, to discuss the realities of commercializing and scaling food products. Jamie has helped more than 400 brands commercialize thousands of products and has become one of the most trusted voices in the Startup CPG community when it comes to manufacturing, scale-up, and operational strategy. Jamie shares the lessons he's learned from years of helping founders navigate the transition from kitchen-scale recipes to commercially viable products. From pilot runs and food safety to ingredient decisions and manufacturing partnerships, he explains why commercialization is rarely a straight line and how founders can avoid some of the most common and costly mistakes. Adam and Jamie also discuss natural flavors, water activity, pH, pilot-scale production, and the importance of understanding the incentives of every stakeholder involved in bringing a product to market. The conversation concludes with a discussion on founder psychology and what separates successful brands from those that struggle to scale.  Listen in as they cover: • Why commercialization is an iterative process rather than a linear one • The importance of water activity and pH in food safety • Why founders should not skip pilot-scale production • The risks of jumping directly from bench-top production to a co-manufacturer • How natural flavors fit into modern product development • Understanding stakeholder incentives across the supply chain • Jamie's favorite commercialization hack for running pilot trials • The characteristics shared by the most successful founders • Why consumer feedback matters more than internal opinions • Emerging food industry trends including AI, GLP-1s, and ultra-processed foods Episode Links: Catapult Commercialization Services - https://www.linkedin.com/in/fvmh97c/ 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 FantasticsDon'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. 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

    30 min

  5. 20 Jun

    Founder + Funder: Emily Groden of Evergreen and Brian Bernstein of Rich Products Ventures — Fundraising, Founder-Investor Fit, and Building the Next Big Breakfast Brand

    In this episode of Founder + Funder, hosted by Hannah Dittman, Hannah sits down with Emily Groden, Founder and CEO of Evergreen, and Brian Bernstein, Principal at Rich Products Ventures, for a conversation about fundraising, founder-investor relationships, and what it takes to build an emerging food brand into a category leader. Emily founded Evergreen after struggling to find frozen breakfast products she felt good about feeding her daughter. What started as homemade waffles made in her own kitchen grew into a nationally distributed brand now found on more than 9,000 retail shelves across the country. Along the way, she transitioned from a career in corporate law into entrepreneurship, learning every part of the CPG industry from the ground up. Brian leads investments at Rich Products Ventures, the venture arm of Rich Products, a global food manufacturer and strategic investor focused on supporting the next generation of food and beverage brands. Together, Emily and Brian share both sides of the fundraising table, discussing how their relationship developed, what made Evergreen stand out as an investment opportunity, and how founders should think about choosing the right partners as they grow. The conversation covers everything from product differentiation and retail expansion to fundraising strategy, diligence processes, founder resilience, and the importance of building relationships long before capital is needed. Listen in as they cover: · How Emily built Evergreen from homemade waffles into a brand carried in more than 9,000 stores nationwide · Why founders should start building investor relationships long before they begin fundraising · What Rich Products Ventures looks for when evaluating emerging food brands · The importance of product differentiation and solving a real consumer problem · Why investors often invest in founders as much as they invest in products · How strategic investors can support brands beyond capital · The fundraising process from both the founder and investor perspective · Why founders should not take fundraising rejections personally · How Evergreen is expanding beyond mini waffles into pancakes, protein products, and a larger breakfast platform · What makes a strong founder-investor relationship after the investment closes Whether you're preparing to raise capital, evaluating investors, or building your first consumer brand, this episode offers practical insights from both sides of the table. Episode Links: Evergreen Website: https://eatevergreen.com Emily Groden on LinkedIn: https://www.linkedin.com/in/emily-cole-groden/ Rich Products Ventures: https://www.richproductsventures.com Brian Bernstein on LinkedIn: https://www.linkedin.com/in/brian-bernstein/ 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 @startupcpg · Questions or comments about the episode? Email podcast@startupcpg.com · Episode music by Super Fantastics

    48 min

  6. 19 Jun

    Founder Feature: The First Better-For-You Nutrition Company for Older Adults with Jess Haghani of Lucille

    In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Jess Haghani, founder of Lucille — the first better-for-you nutrition company specifically designed for older adults, named after her 92-year-old grandmother. Lucille is reimagining what senior nutrition looks like from the ground up: better ingredients, better taste, better packaging, and a brand that finally gives older adults the dignity, care, and innovation they deserve. Jess started her career in senior housing before attending Harvard Business School, where she partnered with nutritionists at the Harvard Chan School of Public Health to completely reformulate nutrition shakes from scratch. The result? A product with zero ingredient overlap with legacy brands — except water and salt — and dramatically better macros, micros, taste, and texture. Together, Caitlin and Jess dig into what it really took to blow up a category that hasn't meaningfully innovated since the 1970s, why taste was always the leading indicator for success, and how Jess centered older adult influencers as the main event rather than the exception. They also get into the realities of launching DTC first, what retail looks like next year, and what it's like raising capital as a newly launched brand with a deeply personal mission. Listen in as they cover: The personal moment that sparked Lucille — and what Jess saw on the hospital shelf that changed everythingWhy the Harvard Chan School nutritionists told her to throw out the legacy products entirely and start from scratchHow Lucille's formula compares: higher protein, higher fiber, higher calories, less sodium, less sugar — and zero shared core ingredients with existing productsWhy taste and texture were always the leading indicators — and how reformulating for better ingredients naturally improved bothThe strategy behind centering older adult influencers as the main event, not the exceptionHow the hero campaign video of grandmother Lucille became something bigger than a brand assetThe Wise Awards series and Lucille's vision for celebrating and preserving the stories of older adultsDTC first: what's working on Amazon and direct-to-consumer ahead of retailThe retail strategy for next year — and why placement next to legacy products creates a powerful consumer choice momentWhat fundraising really looks like as a newly launched brand — and what it took to close their round Episode Links: 🌿 Lucille Website: https://lucillehealth.com  📸 Instagram: https://www.instagram.com/lucillehealth  🔗 Jess Haghani on LinkedIn: https://www.linkedin.com/in/jess-haghani-40917bba 🔗Lucille on LinkedIn: https://www.linkedin.com/company/lucillehealth/ 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

    32 min

  7. 18 Jun

    We're launching Founders & Formulators - Here's Why

    Host Daniel Scharff sits down with R&D Radio host and food scientist Adam Yee for a special mini episode previewing Startup CPG's first-ever Founders & Formulators event—happening July 12th in Chicago at the Palmer House Hilton, the day before the Institute of Food Technologists (IFT) annual convention. With a room full of formulators already heading to Chicago for IFT, Startup CPG is seizing the moment to bring them together with emerging brands for a speed-dating style matchmaking event. Whether you're still developing your product, struggling with a specific quality issue, or just want expert eyes on what you've built—this event is for you. Adam brings his perspective from both sides of the table—as a food scientist, independent formulator, and former brand founder—to break down how to make the most of five minutes with a formulator, what questions to ask, and how to find the right partner before you even walk in the room. Listen in as they discuss: Why Founders & Formulators exists—and why there's nothing else like it in the industryHow formulators think about evaluating a product: vibes, questions, and tastingWhat brands should bring to the event and how to get the most out of every conversationHow to use the Startup CPG Product Developer Directory to research and vet formulators ahead of timeThe difference between hourly vs. project-based engagements—and why deliverables matter more than anythingWhy personality and passion are just as important as technical skill when choosing a formulatorWhat makes a great formulator-founder relationship—and how to avoid the most common pitfallEpisode Links:🎟️ Register for Founders & Formulators (July 12, Chicago): https://bit.ly/4w0A75M 🔬 Startup CPG Product Developer Directory: https://startupcpg.com/product-developer-directory ⁠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 Adam's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

    23 min

  8. 16 Jun

    #253 - Private Label Arrangements: What CPG Brands Should Know Before Signing the Deal | Hillary Hughes, Foster Garvey

    In this mini episode of the Startup CPG Podcast, host Daniel Scharff sits down with Hillary Hughes — CPG legal legend and leader of the Consumer Brands Industry Group at Foster Garvey — to break down everything emerging brands need to know before entering a private label arrangement. Private label can be a powerful revenue stream and a fast path to scale, but it comes with real tradeoffs: margin compression, cannibalization risk, operational complexity, and contracts that can leave you exposed if they're not structured right. Hillary has seen it all — and she's here to help brands get it right from the start. Daniel and Hillary walk through the full arc of a private label relationship: what it is, who it's for, how the contracts work, and what happens when things go wrong. From the co-manufacturer obligations that brands often forget to address, to how to negotiate pricing flexibility when commodity costs spike, to what termination rights you actually need to protect yourself — this episode covers the legal and commercial realities that too many brands learn the hard way. Listen in as they cover: What private label actually means — and the spectrum from pure white label to custom innovationWhy operational scale matters before you say yes to a retailer's private label askThe cannibalization question: when private label helps your category and when it hurts your brandHow to use channel, geography, pack size, and flavor to protect your branded product's differentiationWhy your co-manufacturer agreement must be revisited before you sign anything with a retailerThe ingredient inspection and notification window that prevents finger-pointing when something goes wrongPricing flexibility: force majeure-style provisions for commodity cost spikes, tariffs, and supply shocksVolume commitments, forecasting tolerances, and how to protect yourself from over-promisingWhy verbal promises from buyers mean nothing — and what needs to be in writingTermination rights: SKU discontinuation, formulation changes, and preserving your flexibility to exit Episode Links: Foster Garvey PC: http://www.foster.com Hillary Hughes on LinkedIn: https://www.linkedin.com/in/hillaryhhughes/ Foster Garvey on LinkedIn: https://www.linkedin.com/company/foster-garvey-pc/ ⁠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

    24 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
    458
  • Rating
    Clean
  • Copyright
    © Startup CPG
  • Show Website
    The Startup CPG Podcast

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