The Startup CPG Podcast

Startup CPG

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. 11H AGO

    Founder Feature: Keya Wingfield of Keya's Snacks

    In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Keya Wingfield—founder of Keya's Snacks—a brand bringing Indian heritage to beloved American potato chips. From accidental pandemic pivot to stunningly designed bags landing on shelves at Sprouts and Fresh Thyme, Keya shares the full journey: the origin story behind her Bombay Spice and Black Salt flavors, the deeply intentional design choices behind her iconic packaging (yes, that's her face on the bag—and there's a whole lot more to it than that), and why she's on a mission to break through what she calls the "sea of sameness" in the chip aisle. Keya opens up about going from custom desserts and a Food Network championship to overnight CPG founder, how her husband's reluctance to eat Indian food became the unlikely spark behind her flavor philosophy, and why making bold, cultural flavors accessible and affordable to everyone is at the core of everything she does. She also gets candid about burnout as a solo founder, the lessons she's still learning, and what she hopes her seven-year-old daughter takes away from watching her build something from nothing. Whether you're a founder, a retailer, or just someone who needs a better chip in their life, this episode delivers. Listen in as they discuss: How a pandemic pivot from custom desserts accidentally launched a chip brandThe origin of Bombay Spice: making Indian flavor approachable for an American palateThe deeply symbolic design behind Keya's packaging—and why her face represents every woman who has ever fed anyoneWhy she fought hard to keep the MSRP accessible, and what happened when a shopper thought it was $12.99What single-origin organic spices from India have to do with respecting the consumerThe "sea of sameness" in the chip aisle and what Keya wants retailers to hearBurnout, walks, and buying too much makeup: how she stays grounded as a solo founderA third flavor on the way and what's next for Keya's Snacks Episode Links: Keya Wingfield — Founder & CEO, Keya's Snacks  🔗 LinkedIn: https://www.linkedin.com/in/keya-wingfield/  🌐 Website: https://www.keyaandco.net  📸 Instagram: https://www.instagram.com/keyaandco/ https://www.instagram.com/keyassnacks/  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

    28 min
  2. 1D AGO · BONUS

    Mini Episode: Founders and Funders Roadshow

    In this mini episode of the Startup CPG Podcast, host Daniel Scharff breaks down everything you need to know about the Founders & Funders Roadshow — a brand new series of accessible, city-based fundraising events coming to four cities in 2026. After the massive success of the December Founders & Funders event in New York City, Startup CPG is bringing the same energy and caliber of investors directly to founders across the country. Daniel walks through exactly how the events work — from filling out your one-pager to getting matched for 10-minute 1:1 meetings with active VCs — and makes a strong case for why getting your ticket early is essential. He also shares the impressive VC lineups already confirmed for Los Angeles and New York, and gives practical tips for how to show up prepared and make the most of your time. Whether you're actively fundraising or just starting to build relationships with investors, this episode will help you decide if the Roadshow is right for you — and how to get the most out of it. Listen in as Daniel covers: What the Founders & Funders Roadshow is and how it differs from the flagship December eventHow the one-pager and 1:1 meeting matching process works — and why you can't wait until the last minuteThe VC lineups confirmed for Los Angeles (April 27) and New York City (May 12)What to expect at the event: 1:1 meetings, panels, and open networkingHow to approach early VC conversations even if you're not actively raisingTips for making the most of your 10-minute meetingUpcoming cities: Austin (June 9) and San Francisco (August 17) Episode Links: 🎟 Founders & Funders Roadshow — Los Angeles, April 27: https://www.eventbrite.com/e/founders-funders-roadshow-los-angeles-tickets-1982555454734?aff=oddtdtcreator 🎟 Founders & Funders Roadshow — New York City, May 12: https://www.eventbrite.com/e/founders-funders-roadshow-nyc-tickets-1983269882607 🎟 Founders & Funders Roadshow — Austin, June 9: https://www.eventbrite.com/e/founders-funders-roadshow-austin-tickets-1983637326642 🎟 Founders & Funders Roadshow — San Francisco, August 17: Coming soon 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

    12 min
  3. 2D AGO · BONUS

    Mini Episode: Flavors, Formulators & Fast Turnarounds with Ian Haworth, FlavorSum

    In this mini episode of the Startup CPG Podcast, host Daniel Scharff sits down with Ian Haworth, Business Development Director at FlavorSum, to talk all things flavor—timed with the launch of Startup CPG's first-ever Product Developer Directory. FlavorSum is a fast-growing North American custom flavor manufacturer built specifically for growing food and beverage brands and the formulators who serve them. Ian breaks down what custom flavors actually are and when you need them, how FlavorSum's "solutions model" covers everything from marketing insights and regulatory affairs to sensory and analytical support, and why their "Amazon-like" approach—samples within 48 hours, pricing within 24—sets them apart. He also shares a great example of a father-daughter duo who came in for an in-person tech session and walked out with a finished non-alcoholic beverage concept in hours. Whether you're a brand trying to understand what to look for in a flavor supplier or a formulator evaluating partners, this episode gives you a quick but packed look at how the right flavor house can accelerate your go-to-market. Listen in as they discuss: What custom flavors are and when off-the-shelf options aren't enoughThe FlavorSum solutions model: marketing insights, regulatory, sensory, and analytical all under one roofWhy response time matters—and how FlavorSum built their business around 24–48 hour turnaroundsFlavorSum Access: a 24/7 portal for technical and safety data sheetsWhat brands should be asking about their flavors: claims, heat and pH stability, shelf life, and retailer complianceHow to get ahead of supply chain disruptions before they delay your production Episode Links: Ian Haworth – Business Development Director, FlavorSum 🔗 LinkedIn: https://www.linkedin.com/in/ian-haworth-54561328/ 🔗 Company LinkedIn: https://www.linkedin.com/company/flavorsumllc/ 🌐 Flavorsum Website: https://www.flavorsum.com/contact 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 Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

    14 min
  4. 3D AGO

    #239 - The New Non-UPF Verification with Megan Westgate

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Megan Westgate—founder and CEO of the Non GMO Project—to introduce her groundbreaking new certification: Non UPF Verified. With nearly two decades of experience in food integrity, Megan unpacks why ultra processed foods are driving a global health crisis, how the new standard was designed to fill a critical gap in the marketplace, and what it means for brands, retailers, investors, and consumers alike. Megan shares the origin story of the Non GMO Project—starting from a laptop on her bedroom floor with no desk and no salary—and draws powerful parallels to the cultural moment we're in now around ultra processed foods. She explains how the Non UPF Verified standard was designed to find a meaningful middle ground: not rubber-stamping all industrially produced food, but also not making the bar so high that no brand can realistically achieve it. The standard requires that at least 70% of a verified product's ingredients be minimally processed, prohibits ultra processed ingredients like hexane extraction and non-nutritive sweeteners, and sets category-specific limits on refined added sugars. The conversation dives into what ultra processed really means (and why the definition is more contested than you'd think), how this standard differs from organic and Non GMO, and why 52% of consumers now say degree of processing is their number one concern when buying food—more than GMOs or organic. Megan also shares early momentum: 300+ brands on the waitlist, 115 products already verified through the pilot, and early adopters including Amy's, Simple Mills, and Spindrift. Whether you're a founder formulating a new product, a brand considering certification, or a buyer trying to make sense of the UPF conversation, this episode is essential listening. Listen in as they discuss: How the Non GMO Project started from scratch—one laptop, no desk, no salary—and what made it take offWhat "ultra processed" actually means and why the definition matters so muchThe Non UPF Verified standard: prohibited ingredients, the 70% minimally processed requirement, and category-specific sugar limitsHow Non UPF Verified differs from organic, Non GMO, and clean label claimsWhy 52% of consumers cite degree of processing as their top concern—surpassing GMOs and organicThe business case for early-stage brands to formulate for this standard from day oneWhat the certification process looks like: document-based, no on-site inspections, no testing requiredHow legacy CPG brands are responding (spoiler: new product launches, not reformulations)Early pilot brands: Amy's, Simple Mills, and SpindriftWhere to find the standard, consumer research, and how to get started at non-ultra-processed.orgEpisode Links:Megan Westgate – Founder & CEO, Non-GMO Project + Non-UPF Verified🔗LinkedIn: https://www.linkedin.com/in/meganethompson/ 🔗Non UPF Verified LinkedIn: https://www.linkedin.com/company/non-upf-verified/ 🌐 Website: https://www.nonultraprocessed.org/ 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

    45 min
  5. 6D AGO

    Understanding Advisors with Jamie Borteck

    In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Jamie Borteck, independent board member and advisor, to explore what it really means to bring an experienced operator into your corner—and why the right advisor can be the difference between surviving and scaling. The conversation dives deep into the advisor-founder dynamic, what makes a brand compelling to a seasoned operator, and why building the financial and operational foundation of your business early is non-negotiable. Jamie shares his path from brand management training at Kraft Foods (Chips Ahoy, Ritz, Back to Nature, 100 Calorie Packs) to scaling high-growth startups including Food Should Taste Good (acquired by General Mills), Justin's (acquired by Hormel), and Grillo's Pickles (acquired by King’s Hawaiian)—each a chapter in over 20 years of CPG leadership. After years of presenting to boards, traveling relentlessly, and building businesses from scrappy startup to national category leader, Jamie channeled everything he learned into JCB Growth, a board-level advisory practice helping emerging CPG founders navigate growth strategy, leadership inflection points, and the journey toward exit. Throughout the episode, Jamie shares how he evaluates brands and founders (product, brand name, founder energy, velocity data, margin structure, and scalability), what the ideal advisor-company relationship looks like in practice (weekly check-ins, catered to life stage and founder needs), and why the advisor role is as much about being a trusted thought partner and confidant as it is about strategic guidance. He also offers a compelling perspective on D2C as a proof-of-performance strategy for early-stage brands seeking investment, and why building brand equity before jumping into national retail may be the smarter path. Whether you're a founder wondering when to bring on an advisor, an operator thinking about transitioning to an advisory role, or a brand trying to understand what board-level support actually looks like, this conversation offers clarity, candor, and a lot of hard-won wisdom from someone who has been in the weeds—and come out the other side. Listen in as they discuss: Jamie's path: Kraft Foods (Chips Ahoy, 100 Calorie Packs) → Food Should Taste Good → Justin's → Grillo's Pickles → Independent AdvisingHow to evaluate external partners: match gaps, life stage understanding, category knowledge, and mutual fitWhat the ideal advisor relationship looks like: weekly one-on-ones, situational support, catered to founder style and business needsAdvisor vs. fractional: strategic mentorship and thought partnership vs. operational executionThe lifecycle of an advisorship: from pre-Series A through exit, and when relationships evolve or endHow Jamie evaluates brands: brand name, packaging, founder energy, velocity data, margin structure, scalability, and exit optionalityCase studies: Rind Snacks (Matt Weiss's vision for snacking), Actual Veggies (iconic brand potential), Stone & SkilletLessons learned: build the foundation first—forecasting, co-packer management, cash flow planning, and margin structureHandling obstacles well: accountability, transparency to the board, and human leadership in tough momentsD2C as a proof-of-performance strategy: why early-stage brands with D2C traction have a fundraising advantageWhy investors need data: velocity, Amazon ratings, brand metrics—not just a buyer saying "great"When to bring on an advisor: it's a gut-level call, not a revenue milestoneAdvice for operators transitioning to advising: be yourself, know where you add value, meet people organically Episode Links: Jamie Borteck, Independent Board Member/Advisor LinkedIn: linkedin.com/in/jamieborteck 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

    45 min
  6. MAR 6

    Founder Feature: Emmanuel Waters and Courtney Tucker of Old Hillside Bourbon

    In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Emmanuel Waters and Courtney Tucker, co-founders of Old Hillside Bourbon Company—a premium spirit brand that celebrates history, heritage, and homage in every pour. What started as a pandemic-era phone call between cousins and childhood friends became one of the most compelling brand stories in the spirits industry, rooted in Black history, community pride, and a commitment to craft. Emmanuel and Courtney share how two cousins who barely knew each other connected during the height of COVID-19 to build a bourbon brand named after Hillside High School—the oldest African American high school in the United States, located in Durham, North Carolina, one of five Black Wall Streets in America. They dig into the barriers Black founders face in a $40 billion spirits industry where African Americans represent nearly 12% of consumers but less than 1% of ownership, and explain why telling the stories that history tries to erase is at the heart of everything they do. From the black jockeys who dominated the Kentucky Derby in the 1800s, to the trailblazing female jockeys of the early 1900s, to the Harlem Hellfighters—the first African American unit to fight in World War I—Old Hillside doesn't just make bourbon. They let the stories create the bourbon. And they've broken records doing it, becoming the fastest-selling bourbon in the state of North Carolina at their very first ABC Store demo. Fair warning: you might get emotional. Caitlin did. Listen in as they discuss: How a pandemic-era DM on Instagram launched a bourbon company between cousins who barely knew each otherThe history behind the name: Hillside High School and Durham's Black Wall Street legacyRepresenting less than 1% of ownership in a $40 billion market—and building anywayThe Black jockeys who dominated horse racing in the 1800s, featured on their Last Ride Rye bottleThe Trifecta bottle honoring three pioneering female jockeys—and the moment two families who knew each other in the 1930s met for the very first time at an Old Hillside eventThe Harlem Hellfighters release: aged 191 days, finished in French Pinot Noir barrels, proofed at 112Breaking records at their first ABC Store demo and becoming the fastest-selling bourbon in North CarolinaBootstrapping for six years in one of the most capital-intensive industries in CPGWhy they don't just want to be the best Black-owned bourbon—they want to be the best bourbon, period Episode Links: Old Hillside Bourbon Company Website: https://www.oldhillsidebourboncompany.com Instagram: https://www.instagram.com/oldhillsidebourbonco/ Emmanuel Waters — Co-Founder, Old Hillside Bourbon Company LinkedIn: https://www.linkedin.com/in/emmanuel-waters-4740989a Courtney Tucker — Co-Founder, Old Hillside Bourbon Company LinkedIn: https://www.linkedin.com/in/courtney-tucker-79918527 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

    37 min
  7. MAR 3

    #238 - Legal Ask-Me-Anything with Giannuzzi Lewendon

    In this episode of the Startup CPG Podcast, host Daniel Scharff reunites with attorneys Adam Marsh and Gabrielle McGonagle from Giannuzzi Lewendon—a top-tier CPG law firm working with over 3,000 brands—to tackle the most frequently asked legal questions from the 33,000+ member Startup CPG Slack community. From friends and family rounds to co-manufacturer agreements, distribution deals to exit readiness, Adam and Gabby bring a combined 25+ years of CPG legal experience to answer the real questions early-stage brands are asking. Adam and Gabby break down the hidden complexity of raising money from people you know: why side deals with Uncle Vinnie can derail your Series A, why a term sheet matters even in a casual round, and how investor relations—yes, even with family—require consistent communication to preserve trust. The conversation digs deep into institutional fundraising prep, covering why building your data room early is one of the highest-leverage things a founder can do, and how to negotiate a term sheet that protects your board control and limits investor blocking rights before you ever get to the 50-page long-form documents. Throughout the episode, Adam and Gabby share hard-earned lessons from the trenches: a six-figure IP ransom that nearly derailed an acquisition the week before close, a co-manufacturer whose product separated on shelf with no contractual out for the brand, and why sweat equity given to advisors and consultants can quietly balloon your cap table in ways that displease future investors. They explain how to vet distributor agreements (especially with DSDs), why specificity in your manufacturing specs is your best legal protection, and why thinking about your eventual exit should shape how you structure commercial contracts from day one. Whether you're setting up your first entity, giving equity to an advisor, signing your first co-man agreement, or preparing for a transaction, this episode delivers honest, tactical guidance from attorneys who've made it their life's work to help CPG brands succeed. Listen in as they discuss: Friends and family rounds: why you need a term sheet, how side letters can wreck your Series A, and the importance of investor communicationInstitutional fundraising: building your data room early, negotiating term sheets before long-form docs, and what founders should fight for (small board, limited blocking rights)Advisor equity: stock options vs. restricted stock, tying vesting to milestones, and why sweat equity isn't as "free" as it looksEntity formation: why LegalZoom is risky and when a boutique CPG law firm is worth the investmentGetting sued: the top threats brands face—unpapared equity promises, IP ownership disputes, and label compliance failuresDistribution agreements: termination fees, exclusivity carve-outs, deliverables, and how to negotiate with DSDs vs. broadlinersCo-manufacturer agreements: owning your IP and formula enhancements, carving out exclusivity when demand spikes, and getting specific with your specsExit readiness: how messy commercial contracts, hidden related-party relationships, and IP ambiguity can derail a deal at the finish line Episode Links: Website: https://gllaw.us/ Linkedin: https://www.linkedin.com/company/giannuzzi-lewendon-llp/ Adam Marsh – Giannuzzi Lewendon https://www.linkedin.com/in/adam-marsh-847a8571/ Gabrielle McGonagle – Giannuzzi Lewendon https://www.linkedin.com/in/gabrielle-mcgonagle-803b2b21/ 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

    1h 5m
  8. FEB 28

    Founder Fundraising Journey: Jesse Konig, CEO & Co-Founder of Jesse & Ben's

    In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Jesse Konig, co-founder and CEO of Jesse & Ben's, to explore what it really takes to disrupt a legacy category, raise capital in CPG, and build a fast-growing brand from the ground up. The conversation dives deep into the reality of fundraising as a first-time CPG founder, the mechanics of running a competitive investment process, and why great velocity data and fanatical customers are worth more than any polished pitch deck. Jesse shares his unconventional path from running a food truck in Washington D.C. (serving gourmet hot dogs and hand-cut fries) to opening a burger restaurant—on a 10-year lease—right as COVID hit, to making the bold pivot into frozen CPG with Jesse & Ben's. Built on a simple but powerful idea—bringing frozen french fries back to their original glory with better-for-you oils (beef tallow and avocado oil), clean sourcing, and zero fillers—Jesse & Ben's has quickly become a true food industry darling, landing nationwide distribution at Whole Foods and Sprouts in their first full calendar year, with Target, Kroger, and Costco on the horizon. Throughout the episode, Jesse pulls back the curtain on his fundraising journey from a friends-and-family SAFE round (20+ investors, hundreds of thousands to ~$1M) to a more institutional process driven by real velocity data, social proof, and competitive FOMO. He reveals how his valuation cap changed three times in one week once investors realized others were circling, why fundraising is a full-time job and a momentum game, and how he and co-founder Ben divided and conquered—Jesse running the investor process while Ben stood up a 6,000 sq ft production facility from scratch in 2025. Jesse also shares what he looked for in investment partners (back-channel references, not just curated intros), how to size a fundraising round (raise more than you think you need), and why the only way to lose in CPG is to run out of money. Whether you're raising your first friends-and-family round, preparing for an institutional process, or trying to figure out how much capital you actually need, this conversation is packed with hard-won, practical wisdom from a founder who's lived every stage of it. Listen in as they discuss: Jesse's background: D.C. food truck → burger restaurant → COVID pivot → frozen CPGThe origin of Jesse & Ben's: clean-sourced frozen french fries made with beef tallow and avocado oil"Turning junk food into joy food": the brand mission and why focus winsVertically integrating production: opening a 6,000 sq ft frozen manufacturing facility in 2025The first fundraise: friends, angels, and small VCs via SAFE notes on a rolling basisWhy fundraising is a full-time job and a momentum game—not a nights-and-weekends projectRunning a competitive process: how FOMO moved their valuation cap three times in one weekWhat investors actually leaned into: velocity data, fanatical customers, social proofHow to select investors: back-channel references, horror stories, and who you want to call in a crisisSizing your round: raise more than you think you need and always build in a runway bufferThe only way you lose in CPG: running out of moneyAdvice for founders: think with the end in mind, divide and conquer, run a process Episode Links: Jesse Konig — Co-Founder & CEO, Jesse & Ben's Personal LinkedIn: https://www.linkedin.com/in/jessekonig/ Website: https://www.jesseandbens.com/  LinkedIn: https://www.linkedin.com/company/jesse-and-bens/ Instagram: https://www.instagram.com/jesseandbens  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

    47 min
5
out of 5
631 Ratings

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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.

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