# CONSUMER PROFILE: This Plant-Based Eater Reads Every Label

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2021-02-08
- Length: 19m
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-08-consumer-profile-this-plant-based-eater-reads-every-label
- Listen: https://share.transistor.fm/s/e6d3ac75

## Summary

Host Jennifer Yaffas Blendell interviews Brianna, a plant-based pescatarian and avid label reader who recently moved from Texas to Chicago. Brianna discusses her shopping habits, emphasizing her preference for diverse, culturally specific grocery stores and her rigorous scrutiny of ingredient lists and packaging claims. She highlights the importance of product availability across both retail aisles and direct-to-consumer channels, noting how pricing discrepancies and pandemic-related shifts in nutritional priorities influence her purchasing decisions.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-08-consumer-profile-this-plant-based-eater-reads-every-label#t=7) Introduction and Background
- [1:46](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-08-consumer-profile-this-plant-based-eater-reads-every-label#t=106) Navigating Grocery Shopping in Chicago
- [4:37](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-08-consumer-profile-this-plant-based-eater-reads-every-label#t=277) Dietary Preferences and Label Reading
- [6:51](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-08-consumer-profile-this-plant-based-eater-reads-every-label#t=411) Packaging, Ingredients, and Marketing
- [7:27](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-08-consumer-profile-this-plant-based-eater-reads-every-label#t=447) Social Media Ads and Consumer Influence
- [15:51](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-08-consumer-profile-this-plant-based-eater-reads-every-label#t=951) Product Availability and Pricing

## Topics

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

## Most relevant to

makers and hobbyists

## Mentioned

- Startup CPG (company)
- Sprouts (company)
- Kashi (product)
- Magic Spoons (product)
- Target (company)
- Walmart (company)

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- [108 - Brodough.ca interview with Erika Rankin](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-02-23-108-brodough-ca-interview-with-erika-rankin) (People of Packaging)
- [12 - Season 1 wrap up](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-12-17-12-season-1-wrap-up) (People of Packaging)
- [318 - What every beverage brand needs to know about packaging with Fred Hart](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-07-22-318-what-every-beverage-brand-needs-to-know-about-packaging-with-fred-hart) (People of Packaging)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (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/2021-02-08-consumer-profile-this-plant-based-eater-reads-every-label. 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.