# The art of letting go with Vincent and Andrew Kitirattragarn of Dang Foods

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-11-02
- Length: 41m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-11-02-the-art-of-letting-go-with-vincent-and-andrew-kitirattragarn-of-dang-foods

## Summary

Vincent and Andrew Kitirattragarn, co-founders of Dang Foods, discuss the collapse of their Asian-inspired snack brand due to pandemic-induced supply chain crises and shifting consumer demand. They detail the decision to wind down operations, the emotional toll of letting go of a company named after their mother, and the eventual sale of the brand to Safe Catch. The brothers also reflect on key business lessons, including the importance of product-market fit, the dangers of premature marketing spend, and the value of their 'disagree and commit' partnership dynamic.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-11-02-the-art-of-letting-go-with-vincent-and-andrew-kitirattragarn-of-dang-foods#t=0) Introduction: The Return of Dang Foods Founders
- [3:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-11-02-the-art-of-letting-go-with-vincent-and-andrew-kitirattragarn-of-dang-foods#t=201) The Pandemic Shock: Demand Shifts and Supply Chain Crisis
- [9:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-11-02-the-art-of-letting-go-with-vincent-and-andrew-kitirattragarn-of-dang-foods#t=546) Financial Distress: Fundraising Failures and Acquisition Attempts
- [17:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-11-02-the-art-of-letting-go-with-vincent-and-andrew-kitirattragarn-of-dang-foods#t=1056) The Decision to Wind Down and Emotional Aftermath
- [22:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-11-02-the-art-of-letting-go-with-vincent-and-andrew-kitirattragarn-of-dang-foods#t=1371) Rebirth: Meeting Safe Catch and Saving the Brand
- [30:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-11-02-the-art-of-letting-go-with-vincent-and-andrew-kitirattragarn-of-dang-foods#t=1825) Lessons Learned: Product-Market Fit and Partnership Dynamics
- [38:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-11-02-the-art-of-letting-go-with-vincent-and-andrew-kitirattragarn-of-dang-foods#t=2299) Legacy and Future: Asian-Inspired Snacks and New Ventures

## Topics

- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

companies scaling up

## Mentioned

- Dang Foods (company)
- Whole Foods (company)
- Target (company)
- Walmart (company)
- Dang Bar (product)
- Safe Catch (company)
- Mila (company)
- Fly by Jing (company)
- Sanzo (company)
- Amsam (company)

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- [#137 Plant-Based Dumpling Kings: Eric Wu and Adam Yee, Sobo Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-04-09-137-plant-based-dumpling-kings-eric-wu-and-adam-yee-sobo-foods) (The Startup CPG Podcast)
- [Founder Feature: Breanna and Jared Golestani of Kokada](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-14-founder-feature-breanna-and-jared-golestani-of-kokada) (The Startup CPG Podcast)
- [Founder Feature: Sashi Kumar, Brittney Lim, and Jim Giberson of Tamarind Heads](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-09-20-founder-feature-sashi-kumar-brittney-lim-and-jim-giberson-of-tamarind-heads) (The Startup CPG Podcast)
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