# Let's Demystify Insurance - How to navigate insurance in CPG

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-02-07
- Length: 55m
- Episode: 11
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg
- Listen: https://share.transistor.fm/s/6b8881cd

## Summary

Danielle Holyoake, COO and co-founder of Amelia Risk, explains the critical insurance requirements for CPG brands, emphasizing that product liability is the foundational policy while clarifying that recall and umbrella policies serve distinct, specific functions. She details the broker's role as a brand advocate who negotiates coverage and limits, helping founders navigate complex retailer requirements and avoid gaps in protection. The discussion covers the nuances of workers' compensation, D&O insurance for venture-backed companies, and the importance of choosing a specialized broker who understands the CPG landscape.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg#t=3) Introduction: Danielle Holyoake and Amelia Risk
- [4:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg#t=262) Core CPG Insurance: Product Liability and General Liability
- [7:48](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg#t=468) The Broker's Role: Advocacy vs. Insurance Company Incentives
- [11:45](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg#t=705) Navigating Insurance Applications and Underwriting Data
- [17:27](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg#t=1047) Retailer Requirements: Certificates of Insurance and Limits
- [22:12](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg#t=1332) Policy Scenarios: Property, Recall, and Umbrella Distinctions
- [32:16](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg#t=1936) Workers' Compensation: Class Codes and State Monopolies
- [38:40](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg#t=2320) Directors and Officers (D&O) Liability for Funded Startups
- [45:26](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-07-lets-demystify-insurance-how-to-navigate-insurance-in-cpg#t=2726) Choosing the Right Broker and Working with Amelia Risk

## Topics

- [Certification & compliance](https://hardwarepodcasts.com/topic/certification-and-compliance)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Amelia Risk (company)
- LivBar (company)
- Kroger (company)
- Target (company)
- Whole Foods (company)

## Related episodes from other shows

- [Episode 171: Ant Insurance](https://hardwarepodcasts.com/podcast/making-it/2018-06-15-episode-171-ant-insurance) (Making It)
- [Managing Business Risk as a Medical Device Company](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2021-05-03-managing-business-risk-as-a-medical-device-company) (Global Medical Device Podcast)
- [290 - Taylor Foxman is the master connector for CPG's!](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-09-26-290-taylor-foxman-is-the-master-connector-for-cpgs) (People of Packaging)
- [Not By Accident: Risk Management for Manufacturing Executives w/ Van Carlson](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-03-02-not-by-accident-risk-management-for-manufacturing-executives-w-van-carlson) (The Manufacturing Executive)
- [Advice Line with Pete Maldonado and Rashid Ali of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-19-advice-line-with-pete-maldonado-and-rashid-ali-of-chomps) (How I Built This)

## Citing this page

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