# Looking on the Starryside with co-founders Liz Seelye & Erin Fasano

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-04-12
- Length: 43m
- Episode: 17
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano
- Listen: https://share.transistor.fm/s/9bd51333

## Summary

Starryside co-founders Liz Seelye and Aaron Pisano discuss launching Star Water, an organic, immunity-boosting beverage for kids in 8-ounce aluminum cans. They detail their journey from prototyping flavors with a former Ben & Jerry’s expert to navigating the 2022 can shortage and finding a co-packer willing to handle small, flat-beverage runs. The founders explain how they leveraged the Startup CPG community and Expo West’s Alley Rally to validate their product, secure feedback, and build relationships with retailers and media.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano#t=3) Introduction: Liz Seelye and Aaron Pisano on Starryside
- [1:37](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano#t=97) Backgrounds: Liz Seelye and Aaron Pisano's CPG Experience
- [4:36](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano#t=276) The Creativity Mission and Inspiration from Kids
- [7:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano#t=461) Product Details: Flavors, Can Size, and Availability
- [13:29](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano#t=809) Flavor Development and Finding a Manufacturing Partner
- [20:12](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano#t=1212) Sustainability: Why Aluminum Cans Over Juice Boxes
- [26:56](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano#t=1616) Leveraging the Startup CPG Community and Expo West
- [38:47](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano#t=2327) Balancing Founder Roles and Family Involvement

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Starryside (company)
- Star Water (product)
- Ben & Jerry's (company)
- Expo West (other)
- BevNet (company)
- Midday Squares (company)
- Little More Organics (company)

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- [Liquid Death: Mike Cessario](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-22-liquid-death-mike-cessario) (How I Built This)
- [Hydro Flask: Travis Rosbach. How a thirsty surfer changed the water bottle industry](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-24-hydro-flask-travis-rosbach-how-a-thirsty-surfer-changed-the-water-bottle-industr) (How I Built This)
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- [Guayakí Yerba Mate: David Karr and Chris Mann](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann) (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/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano. 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.