# Digital Sampling with Social Nature

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2021-11-15
- Length: 44m
- Episode: 6
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-11-15-digital-sampling-with-social-nature
- Listen: https://share.transistor.fm/s/da6767aa

## Summary

Annalea Krebs, founder and CEO of Social Nature, explains how her company helps CPG brands drive offline sales through digital sampling and product discovery. She details the evolution of her business from local green directories to a platform with nearly 1 million users, focusing on the 'Online-to-Offline' (O2O) marketing cycle. Krebs outlines specific strategies for targeting consumers, gathering pre- and post-trial insights, and leveraging community referrals to build brand advocacy.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-11-15-digital-sampling-with-social-nature#t=3) Introduction and Annalea Krebs Background
- [2:38](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-11-15-digital-sampling-with-social-nature#t=158) Evolution from Green Directory to Social Nature
- [7:57](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-11-15-digital-sampling-with-social-nature#t=477) The Online-to-Offline (O2O) Marketing Cycle
- [17:09](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-11-15-digital-sampling-with-social-nature#t=1029) Product Discovery Landscape: Perishables vs. Shelf-Stable
- [21:23](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-11-15-digital-sampling-with-social-nature#t=1283) Vendor Due Diligence and Targeting
- [26:36](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-11-15-digital-sampling-with-social-nature#t=1596) Key Consumer Insights Questions for Brands
- [32:56](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-11-15-digital-sampling-with-social-nature#t=1976) Community Building and Referral Strategies
- [37:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-11-15-digital-sampling-with-social-nature#t=2261) Ideal Client Profile and Contact Information

## Topics

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

## Most relevant to

companies scaling up

## Mentioned

- Social Nature (company)
- Nature's Path (company)
- Ethical Deal (company)
- TheChange.com (company)
- Whole Foods (company)
- Sprouts (company)
- Walmart (company)
- Target (company)
- Yotpo (tool)

## Related episodes from other shows

- [Ep. 37 - Keeping Sales Up](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-02-07-ep-37-keeping-sales-up) (Open Hardware Manufacturing Podcast)
- [Live Episode! Glossier: Emily Weiss](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-11-26-live-episode-glossier-emily-weiss) (How I Built This)
- [Advice Line with Jeffrey Hollender of Seventh Generation](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-28-advice-line-with-jeffrey-hollender-of-seventh-generation) (How I Built This)
- [Advice Line with Randy Goldberg of Bombas](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-13-advice-line-with-randy-goldberg-of-bombas) (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)

## 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/2021-11-15-digital-sampling-with-social-nature. 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.