The Startup CPG Podcast Startup CPG

In this bonus episode of the Startup CPG podcast, originally recorded as a webinar, join Daniel Scharff together with Jonny Price and James Reina as they talk through community fundraising and crowdsourcing with Jonny from Wefunder and James Reina from Jibby Coffee who recently completed a raise.
Discover why community rounds matter, how to handle financial disclosures, and the smart way to tailor your fundraising approach. James shares real-world insights from a winning campaign, stressing the importance of doing your homework, building relationships, and engaging your audience effectively.
Learn how personalized messages can sway investors and why educating your audience is key to long-term success. Plus, find out how crowdfunding can be a game-changer for underrepresented founders and new investors alike.
They'll also demystify Wefunder's fees, advertising tactics, and how to maximize your exposure as you hit funding milestones. Ready to embark on a crowdfunding journey? Tune in now!
Startup CPG Community Members get a discount on Wefunder fees by using this link: http://wefunder.com/startupCPG/raise
Listen in as James and Jonny share about:
What is a Community RoundTypes of investorsMinimum Check Size and Investment VolumeWefunder's MissionInvestor-Founder ConnectionChanges in Startup Valuation TrendsSetting Fundraising GoalsAdvantages and Disadvantages of Crowdfunding.Concerns about Financial Disclosure and Due Diligence.Legal Requirements, Timeline, and Investment Structures.Campaign Strategy, including ‘Pre-Launch Preparation and Momentum-Building.Marketing Tactics used During the Campaign.Diversity and Inclusion in Fundraising
wefunder.com
Let your community invest | Wefunder, Home of the Community Round
Raise $50K to $5M+ from hundreds of customers, fans, and friends—all in one line on your cap table.
Episode Links:
Wefunder’s Website 
James’s LinkedIn
Jonny’s LinkedIn

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 (15K+ 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

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Rich Gillmore, the VP of Center Store at Gelson's. Together, they delve into the dynamic world of indie retail in Southern California and explore how Gelson's stands out as a trendsetter by curating innovative brands that embody the quintessential Californian lifestyle.

Rich shares valuable insights on prioritizing high-quality products, navigating the influx of brand invitations, and the delicate balance between data-driven analytics and instinctive choices for successful product launches. Learn about the importance of brand visibility and collaboration, and how platforms like LinkedIn play a crucial role in fostering connections and promoting innovation.

Whether you're an emerging brand looking to partner with Gelson's or a retail enthusiast keen on understanding the intricacies of the industry, this podcast offers a wealth of knowledge and actionable insights.

Tune in now!

Listen in as Rich shares about:
Trends Noticed at Expo WestStrategies for Brands to Attract Retailers' Attention at ExposKeys to Rising Through the Ranks in the Grocery IndustryDescription of Gelson's Stores and Market PositioningDecision-Making for Product AssortmentChallenges with Limited Shelf SpaceBrand Outreach and the Role of Sampling in SalesConsumer Buying BehaviorLocal Brands and California LifestyleDecision-Making and Gut InstinctInvolvement in Industry OrganizationsInfluence on Tastes and PreferencesGelson's Future PlansEpisode Links:
Gelson’s Website
Rich’s LinkedIn
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 (15K+ 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

In this bonus episode of the Startup CPG podcast, join Grace Kennedy together with Lauryn Bodden, the founder of S’noods as they delve into the captivating origin story of S’noods, the innovative noodle chips taking the snack world by storm. 

Lauryn shares her journey from winning a Netflix cooking competition to launching her brand, securing partnerships with major retailers, and winning a coveted booth at Expo West 2025. 

Gain valuable insights about finding the right partners and overcoming obstacles in the competitive CPG industry as Lauryn navigated the challenges of product development, distribution, and fundraising as a solo founder. She also dives into the importance of community, feedback, and perseverance in building a successful brand.

Tune in now!
Listen in as Lauryn shares about:
Origins of S’noods and its conceptChallenges in product developmentDistribution strategies and future growthFunding and investor relationsWhere to buy S’noods and stay updatedMarket validation and adjustments made based on consumer responsesThe importance of community and advice for aspiring founders
Episode Links:
S’noods Website
Lauryn’s Instagram
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 (15K+ 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

In this episode of the Startup CPG Podcast, join Daniel Scharff together with Eric Wu and Adam Yee, the founders of Sobo Foods, as they share their journey of creating plant-based Asian American frozen dumplings.

Explore Adam and Eric’s approach, rooted in years of entrepreneurship experience, critical industry connections, and strategic branding to position their products as nutrient-dense comfort foods appealing to a wide consumer base. Delve into the evolving diet choices in the US, with Asian Americans leading trends in veganism and vegetarianism, and how Sobo Foods emphasizes a balanced approach to meat consumption, drawing from cultural differences.

Additionally, discover their plans for expansion through local retail partnerships in the Bay Area, focusing on community support and navigating logistical challenges. Learn about their commitment to sustainability, utilizing plant-based ingredients and eco-friendly packaging materials throughout their supply chain.

Adam and Eric also share valuable insights on effective product development and scaling production processes, emphasizing the importance of thorough vetting of product developers and staying well-capitalized regardless of funding challenges.

Tune in now!

Listen in as Eric and Adam share about:

The Origins of Sobo FoodsMeeting at KitchentownSobo Foods Branding and NameFood Culture and their Podcast ThemeLearning from Past ExperiencesFunding Options for StartupsFundraising and Venture CapitalProduct Development and BrandingMarketing and Social Media StrategyThe Positive Reception of Sobo Foods Within Their Families and CommunitiesEpisode Links:
Sobo Foods Website 
Eric’s LinkedIn
Adam’s LinkedIn
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 (15K+ 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

In this episode of the Startup CPG podcast, Daniel Scharff is joined by Vanessa White, CEO of Jaju Pierogi. Together, they trace the remarkable journey of Jaju Pierogi, from crafting handcrafted delicacies to securing shelf space in 2000 stores nationwide.

Vanessa shares insights into the challenges of competing with established brands while maintaining authenticity and unveils their ingenious marketing approach focused on engaging content and community connection.  Learn about navigating distribution partnerships, from regional distributors to national giants like UNFI and KeHE, and discover Jaju Pierogi's commitment to supporting women in education through the Polish American Women's Scholarship program.

From influencer collaborations to strategic social media strategies and distribution partnerships, Vanessa offers valuable lessons for navigating the competitive CPG landscape.

Hungry for more insights? Tune in now!
Listen in as Vanessa shares about:

The Secret Sauce for Going Viral of Vanesa's Pierogi  Videos
Competition and Market Positioning
Origin Story of Jaju Pierogi
Social Media and Branding
Product Demos and Customer Associations
Retailer Relationships and Product Placement
Transition from Handmade to Manufacturing
The Importance of Personal Branding and Business Identity
Dealing with online haters and trolls
Balancing authenticity with marketing goals
Episode Links:
Website Jaju Pierogi
Vanessa’s LinkedIn

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 (15K+ 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

In this episode of the Startup CPG Podcast, Daniel Scharff, together with Peggy Shell, the founder of Creative Alignments delve into the challenges faced by startups in traditional recruiting models and the innovative time-based recruiting approach pioneered by Creative Alignments. Peggy shares insights on the drawbacks of percentage-based fee structures, emphasizing the importance of aligning company values, culture, and compensation for sustainable growth.

Uncover the secrets of DIY recruiting for startups, including strategic decision-making points, behavioral-based interview questions, and negotiation strategies. Discover the significance of pay transparency and intentional sourcing to foster diversity in hiring. Peggy guides leaders in creating an inclusive workplace culture, offering tips on fostering belonging, recognition, and empathy.

Whether you're a startup enthusiast or in the natural products industry, this podcast provides actionable strategies for building powerful teams. Tune in now!

Listen in as Peggy shares about:

DIY Recruiting Elements for Startups
Challenges with Traditional Recruiting
Creative Alignments' Model
Factors in Attracting Talent
Creating an Inclusive Workplace and Diversity in Hiring
Negotiation Strategies and Pay Transparency
Behavioral-Based Interview Questions
Transparency in Leadership
Equity in Compensation
Experience vs. Soft Skills in Hiring
References and Backdoor References

Episode Links:
Creative Alignments Website
Peggy’s LinkedIn
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 (15K+ 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