# ButcherBox: Mike Salguero

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-10-03
- Length: 1h 19m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-03-butcherbox-mike-salguero

## Summary

Mike Salguero, founder of ButcherBox, explains how he pivoted from a failed VC-backed woodworking marketplace to building a $500M+ direct-to-consumer meat subscription business. He details the logistical challenges of sourcing grass-fed beef, shipping frozen products with dry ice, and launching via Kickstarter without outside capital. Salguero also discusses his strategy of using influencer partnerships and residual commissions to acquire customers profitably, while navigating the environmental impact of the meat industry.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-03-butcherbox-mike-salguero#t=0) Introduction: Mike Salguero and ButcherBox
- [4:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-03-butcherbox-mike-salguero#t=291) Early Life and the Failure of CustomMade
- [42:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-03-butcherbox-mike-salguero#t=2551) The Pivot to Grass-Fed Beef and Sourcing
- [55:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-03-butcherbox-mike-salguero#t=3305) Logistics, Kickstarter, and Initial Growth
- [1:00:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-03-butcherbox-mike-salguero#t=3621) Influencer Marketing and Unit Economics
- [1:08:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-03-butcherbox-mike-salguero#t=4103) Sustainability, Scaling, and Future Vision

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)

## Most relevant to

founders before launch, companies scaling up

## Mentioned

- ButcherBox (product)
- CustomMade (company)
- Omaha Steaks (company)
- Nesvigs (company)
- Kickstarter (tool)
- Blue Apron (company)
- Impossible Foods (company)
- HelloFresh (company)
- Google Ventures (company)
- First Round Capital (company)
- Schooner Capital (company)
- Polaris Ventures (company)
- Daniel Walker (other)
- Mark's Daily Apple (other)
- RX Bar (company)

## Related episodes from other shows

- [004: All-Natural Jerky & Serial Kickstarter Campaigns](https://hardwarepodcasts.com/podcast/product-startup/2016-03-22-004-all-natural-jerky-serial-kickstarter-campaigns) (Product Startup)
- [Founder Feature: Bar Bruhis of Boostcous](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-24-founder-feature-bar-bruhis-of-boostcous) (The Startup CPG Podcast)
- [#132 Buyer Spotlight: Chris Battaglia, Protein Category Sr Manager, Hungryroot](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-03-12-132-buyer-spotlight-chris-battaglia-protein-category-sr-manager-hungryroot) (The Startup CPG Podcast)
- [#179 - Bootstrap Heroes: Hazard's Hop Water, SWAIR, Gourmend Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-21-179-bootstrap-heroes-hazards-hop-water-swair-gourmend-foods) (The Startup CPG Podcast)
- [Founder Fundraising Journey: Victor Guardiola, Bawi](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-01-founder-fundraising-journey-victor-guardiola-bawi) (The Startup CPG Podcast)

## Citing this page

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