# Pure Gold Series: How to Approach Innovation and Research & Development with Seth Goldman

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-03-29
- Length: 32m
- Episode: 15
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-03-29-pure-gold-series-how-to-approach-innovation-and-research-development-with-seth-g
- Listen: https://share.transistor.fm/s/965fd608

## Summary

Seth Goldman, co-founder of Honest Tea and CEO of Eat the Change, discusses two approaches to food innovation: 'redoing' food with science (like Beyond Meat) and 'undoing' food with simple ingredients (like Eat the Change). He details the R&D process for Eat the Change’s Cosmic Carrot Chews, explaining how they avoided major agricultural crops to boost biodiversity and used carrots as a water-efficient alternative to fruit snacks. Goldman emphasizes that taste must be the primary consumer hook, even for climate-friendly brands, and advises startups to leverage university research for scientific innovation while relying on creative chefs for ingredient-based products.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-03-29-pure-gold-series-how-to-approach-innovation-and-research-development-with-seth-g#t=3) Introduction and Innovation Frameworks
- [4:40](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-03-29-pure-gold-series-how-to-approach-innovation-and-research-development-with-seth-g#t=280) Mushroom Jerky Development and Biodiversity Constraints
- [10:13](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-03-29-pure-gold-series-how-to-approach-innovation-and-research-development-with-seth-g#t=613) Taste vs. Climate Messaging and Consumer Feedback
- [13:11](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-03-29-pure-gold-series-how-to-approach-innovation-and-research-development-with-seth-g#t=791) Cosmic Carrot Chews: From Carrot Chips to Fruit Snack Alternative
- [21:12](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-03-29-pure-gold-series-how-to-approach-innovation-and-research-development-with-seth-g#t=1272) Product Launch Timing, Retailer Windows, and R&D Tips

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)

## Most relevant to

companies scaling up

## Mentioned

- Honest Tea (company)
- Eat the Change (company)
- Beyond Meat (company)
- PLNT Burger (company)
- Cosmic Carrot Chews (product)
- Honest Kids (product)
- Phillips Mushrooms Farm (company)
- Minutemaid (company)
- Coca-Cola (company)
- Expo West (other)

## Related episodes from other shows

- [Brewing creativity with Jim Koch of Boston Beer Company](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-25-brewing-creativity-with-jim-koch-of-boston-beer-company) (How I Built This)
- [Honest Tea: Seth Goldman](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-01-16-honest-tea-seth-goldman) (How I Built This)
- [244 - Jody Polishchuk from Sundays on how they made the first zero sugar creme cookie](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-02-16-244-jody-polishchuk-from-sundays-on-how-they-made-the-first-zero-sugar-creme-coo) (People of Packaging)
- [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)
- [Meet The HIBT Fellows: Dinesh Tadepalli & Jennifer Zeitler](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-05-25-meet-the-hibt-fellows-dinesh-tadepalli-jennifer-zeitler) (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/2022-03-29-pure-gold-series-how-to-approach-innovation-and-research-development-with-seth-g. 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.