# Advice Line with Susan Griffin-Black of EO Products

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-06-25
- Length: 43m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-25-advice-line-with-susan-griffin-black-of-eo-products

## Summary

Susan Griffin-Black, co-founder of EO Products, joins host Guy Raz to advise three early-stage founders on scaling their physical product businesses. She helps Dr. Ruchi Gupta of Yobi navigate distribution channels for her probiotic skincare line, advises Peter Andrews of Culture Wine Company on expanding his South African wine brand amidst tariff challenges, and guides Dominic Wyndham Giddens of Cane Dog Coffee on international expansion from Barbados. Griffin-Black emphasizes the importance of local roots, storytelling, and leveraging relationships to build trust and scale effectively.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-25-advice-line-with-susan-griffin-black-of-eo-products#t=0) Introduction: Susan Griffin-Black and EO Products
- [6:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-25-advice-line-with-susan-griffin-black-of-eo-products#t=373) Advice for Yobi: Distribution Strategy for Probiotic Skincare
- [18:39](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-25-advice-line-with-susan-griffin-black-of-eo-products#t=1119) Advice for Culture Wine Company: Scaling South African Wine and Managing Tariffs
- [30:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-25-advice-line-with-susan-griffin-black-of-eo-products#t=1843) Advice for Cane Dog Coffee: International Expansion from Barbados
- [42:50](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-25-advice-line-with-susan-griffin-black-of-eo-products#t=2570) Closing Advice: Starting Locally and Building Relationships

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Policy, trade & tariffs](https://hardwarepodcasts.com/topic/policy-trade-and-tariffs)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

companies scaling up

## Mentioned

- EO Products (company)
- Yobi (company)
- Culture Wine Company (company)
- Cane Dog Coffee (company)
- U.S. Bank (company)
- Whole Foods (company)
- Amazon (company)
- Erewhon (company)
- Hella Shenan (product)

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- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [Founder Feature: Erica Groussman of Trubar](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-05-founder-feature-erica-groussman-of-trubar) (The Startup CPG Podcast)
- [Tallow, Trust, and Testing: Inside My Neighbor's Rapid Growth](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-09-11-tallow-trust-and-testing-inside-my-neighbors-rapid-growth) (The Startup CPG Podcast)
- [Founder Feature: Jilleo Recio of RĒJINS](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-18-founder-feature-jilleo-recio-of-rejins) (The Startup CPG Podcast)

## Citing this page

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