# Advice Line with Pete Maldonado of Chomps

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-05-02
- Length: 50m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps

## Summary

Pete Maldonado, co-founder and co-CEO of Chomps, advises three founders on scaling their physical product businesses. He counsels Jennifer Ballin of Badass Bagels on navigating the complexities of CPG retail, including slotting fees and trade spend, while advising Brandi Shelton of Just Add Honey Tea Company to leverage its premium story and target Whole Foods before big-box retailers. Finally, he encourages Jake Meyer of Annie Alaska to prioritize direct-to-consumer sales through relentless door-knocking and authentic storytelling to build a stable customer base for his wild salmon business.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps#t=0) Introduction: Pete Maldonado and Chomps
- [2:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps#t=163) The Reality of Retail: Slotting Fees and Trade Spend
- [4:48](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps#t=288) Badass Bagels: Scaling Jennifer Ballin's Sourdough Business
- [22:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps#t=1332) Just Add Honey Tea: Brandi Shelton's Path to Big Box Retail
- [36:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps#t=2174) Annie Alaska: Jake Meyer's Direct-to-Consumer Salmon Strategy

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Chomps (product)
- Badass Bagels (product)
- Just Add Honey Tea Company (company)
- Annie Alaska (company)
- Trader Joe's (company)
- Whole Foods (company)
- U.S. Bank (company)
- Squarespace (other)

## Related episodes from other shows

- [#160 - Whole Foods 101 with Kristin Sherman, Kelly Landrieu, and George Daines](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-09-10-160-whole-foods-101-with-kristin-sherman-kelly-landrieu-and-george-daines) (The Startup CPG Podcast)
- [013: From Kitchen to Amazon, Launching All-Natural Cake Mix for Dogs with Kelly Costello of Puppy Cake](https://hardwarepodcasts.com/podcast/product-startup/2016-07-26-013-from-kitchen-to-amazon-launching-all-natural-cake-mix-for-dogs-with-kelly-co) (Product Startup)
- [#186 - Bootstrap Heroes: Bumpin Blends, Lentiful and Drink Wholesome](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-03-11-186-bootstrap-heroes-bumpin-blends-lentiful-and-drink-wholesome) (The Startup CPG Podcast)
- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [Ops Spotlight: Todd Hoffman, COO at Brightland](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-09-ops-spotlight-todd-hoffman-coo-at-brightland) (The Startup CPG Podcast)

## Citing this page

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