# 342 - Beyond the Dieline with Tom Seymour - Episode 2 with Benita Kasbo from Kasbo's Market

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2026-03-09
- Length: 1h 02m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos
- Listen: https://encase.substack.com/p/342-beyond-the-dieline-with-tom-seymour

## Summary

Benita Kasbo, founder of Kasbo's Market, discusses her transition from pharmaceutical sales to launching a Syrian cheese brand during the pandemic. She details the unique flavor profile provided by Mahlab spice, the challenges of sourcing ingredients and finding dairy co-packers, and her strategy for pitching new categories to retailers like Wegmans. Kasbo also highlights her collaboration with Cornell University to cultivate St. Lucy cherry trees in New York and her successful pop-up partnership with Chobani Cafe.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=0) Introduction and Background
- [2:55](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=175) The Genesis of Kasbo's Market
- [5:23](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=323) Mahlab Spice and Cultural Storytelling
- [10:15](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=615) Pivoting from Pharma to CPG
- [16:55](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=1015) Retail Strategy and Overcoming Rejection
- [22:16](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=1336) Supply Chain and Co-Packing Challenges
- [30:40](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=1840) Founder Mindset and Passion
- [39:12](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=2352) Cornell Dairy Runway and Industry Support
- [45:56](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=2756) Brand Building and the Chobani Blueprint
- [51:16](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-03-09-342-beyond-the-dieline-with-tom-seymour-episode-2-with-benita-kasbo-from-kasbos#t=3076) Chobani Cafe Collaboration and Future Plans

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Kasbo's Market (company)
- Mahlab (material)
- Cornell University (company)
- Chobani (company)
- Chobani Cafe (company)
- Wegmans (company)
- Zabar's (company)
- Cafe Zaffrey (company)
- Dairy Runway (company)
- Grow New York (company)

## Related episodes from other shows

- [Founder Feature: Amie Kesler of Carolyn's Krisps](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-19-founder-feature-amie-kesler-of-carolyns-krisps) (The Startup CPG Podcast)
- [HIBT Lab! New Culture: Matt Gibson and Inja Radman](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-13-hibt-lab-new-culture-matt-gibson-and-inja-radman) (How I Built This)
- [#210 - Commodity Boards 101 with California Walnut Board and Doosra](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-19-210-commodity-boards-101-with-california-walnut-board-and-doosra) (The Startup CPG Podcast)
- [Founder Feature: Sheena Hamby of Mac Squares](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-07-founder-feature-sheena-hamby-of-mac-squares) (The Startup CPG Podcast)
- [Founder Feature: Liv Truesdell of FROST Buttercream](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-12-founder-feature-liv-truesdell-of-frost-buttercream) (The Startup CPG Podcast)

## Citing this page

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