# Ep. 10: Garlic + Lemon + Love = Goodness with Mariam Elghani, founder of Garlic Goodness

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2020-09-22
- Length: 26m
- Episode: 10
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness
- Listen: https://share.transistor.fm/s/05b0db8e

## Summary

Mariam Elghani, founder of Garlic Goodness, explains how she scaled her family’s Lebanese garlic dip recipe from a Silicon Valley restaurant to retail shelves in California. She details the strategic decision to remove egg whites to make the product plant-based, a change that expanded her market while maintaining the original flavor profile through extensive kitchen trials. Elghani also discusses her collaboration with FoodRise Marketing for a rebrand that differentiated her SKUs by color and secured her first major retail win at Erewhon.

## Chapters

- [0:04](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness#t=4) Introduction: Mariam Elghani and Garlic Goodness
- [1:54](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness#t=114) Family Recipe and Restaurant Origins
- [5:35](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness#t=335) Product Versatility and Flavor Development
- [9:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness#t=562) Rebranding with FoodRise Marketing
- [12:59](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness#t=779) Securing Erewhon Retail Placement
- [16:56](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness#t=1016) Founder Detachment and Brand Evolution
- [21:56](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness#t=1316) Pivot to Plant-Based Formula

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Garlic Goodness (product)
- Erewhon (company)
- FoodRise Marketing (company)
- Cult Crackers (product)
- Whole Foods (company)
- Safeway (company)
- Berkeley Bowl (company)
- Rainbow Groceries (company)

## Related episodes from other shows

- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [MadeGood: Salma and Nima Fotovat Lost Their First Business. They Grew Their Next One Into a Snack Giant.](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-10-madegood-salma-and-nima-fotovat-lost-their-first-business-they-grew-their-next-o) (How I Built This)
- [Sir Kensington's: Scott Norton and Mark Ramadan](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.