# Mentorship & community with SKU: the nation's first CPG accelerator

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-04-26
- Length: 40m
- Episode: 19
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-26-mentorship-community-with-sku-the-nations-first-cpg-accelerator
- Listen: https://share.transistor.fm/s/9ffc9f25

## Summary

Emily Kealey, Managing Director, and Michelle Breyer, Chief Marketing Officer, of SKU, a CPG accelerator founded in Austin, discuss their programs designed to support founders from garage-stage startups to scaling brands. They highlight success stories like Siete, which rebranded from Must Be Nutty, and Aura Bora, explaining how mentorship and community help these companies achieve national retail placement. The conversation covers the differences between equity tracks and the non-equity Elevate track, emphasizing the importance of vulnerability and specific growth goals for applicants.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-26-mentorship-community-with-sku-the-nations-first-cpg-accelerator#t=3) Introduction: Emily Kealey and Michelle Breyer of SKU
- [2:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-26-mentorship-community-with-sku-the-nations-first-cpg-accelerator#t=161) SKU's Mission and History: From Austin to National Reach
- [5:15](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-26-mentorship-community-with-sku-the-nations-first-cpg-accelerator#t=315) Program Overview: Equity Tracks, Elevate, and Global Cohorts
- [9:29](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-26-mentorship-community-with-sku-the-nations-first-cpg-accelerator#t=569) Ideal Candidate Profile: Revenue, Traction, and Founder Fit
- [15:06](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-26-mentorship-community-with-sku-the-nations-first-cpg-accelerator#t=906) Program Format: 12-Week Curriculum and Mentor Breakouts
- [21:18](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-26-mentorship-community-with-sku-the-nations-first-cpg-accelerator#t=1278) Application Advice: Vulnerability and Specificity
- [27:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-26-mentorship-community-with-sku-the-nations-first-cpg-accelerator#t=1623) Success Stories: Siete, Aura Bora, and Trophy Skin
- [33:06](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-26-mentorship-community-with-sku-the-nations-first-cpg-accelerator#t=1986) Application Logistics: Deadlines, Interviews, and Reapplying

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- SKU (company)
- Siete (product)
- Must Be Nutty (product)
- Epic Provisions (company)
- Aura Bora (product)
- Dude Wipes (product)
- Trophy Skin (product)
- Mosey Baby (product)
- Funky Mello (product)
- Whole Foods (other)
- Central Market (other)
- Sweet Leaf Tea (product)
- Deep Eddy Vodka (product)
- Beyond Brands (company)
- Expo West (other)

## Related episodes from other shows

- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Brett Schulman of CAVA](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-04-advice-line-with-brett-schulman-of-cava) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)
- [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)
- [Advice Line with Brett Schulman of CAVA (July 2024)](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-02-advice-line-with-brett-schulman-of-cava-july-2024) (How I Built This)

## Citing this page

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