# Pure Gold Series: How to Build a Field Marketing Event & Demo Program with Seth Goldman

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-05-10
- Length: 35m
- Episode: 21
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-05-10-pure-gold-series-how-to-build-a-field-marketing-event-demo-program-with-seth-gol
- Listen: https://share.transistor.fm/s/80f8e15b

## Summary

Seth Goldman, co-founder of Honest Tea and current CEO of Eat the Change, explains how to build a field marketing and demo program for new food and beverage products. He argues that sampling is critical for innovation adoption because taste converts concept to trial, and he advocates for hiring passionate in-house 'road warrior' interns rather than using agencies to ensure brand authenticity. Goldman details the structure of his 10-week paid internship program, including training, supervision, and leveraging demos for market research and incremental retail displays.

## Chapters

- [1:47](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-05-10-pure-gold-series-how-to-build-a-field-marketing-event-demo-program-with-seth-gol#t=107) The Philosophy of Field Marketing and Sampling
- [6:09](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-05-10-pure-gold-series-how-to-build-a-field-marketing-event-demo-program-with-seth-gol#t=369) In-House Teams vs. Agencies and Road Warriors
- [9:02](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-05-10-pure-gold-series-how-to-build-a-field-marketing-event-demo-program-with-seth-gol#t=542) Structure of the Summer Intern Program
- [12:09](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-05-10-pure-gold-series-how-to-build-a-field-marketing-event-demo-program-with-seth-gol#t=729) Guerrilla Marketing and Experiential Events
- [15:31](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-05-10-pure-gold-series-how-to-build-a-field-marketing-event-demo-program-with-seth-gol#t=931) Retailer Relations and Incremental Displays
- [25:48](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-05-10-pure-gold-series-how-to-build-a-field-marketing-event-demo-program-with-seth-gol#t=1548) Tracking Success and Hiring Logistics
- [32:26](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-05-10-pure-gold-series-how-to-build-a-field-marketing-event-demo-program-with-seth-gol#t=1946) The Honest Tea Index and Final Tips

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

companies scaling up

## Mentioned

- Honest Tea (product)
- Eat the Change (company)
- PLNT Burger (product)
- Beyond Meat (company)
- Whole Foods (company)
- Costco (company)
- Safeway (company)
- Kroger (company)

## Related episodes from other shows

- [Honest Tea: Seth Goldman](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-01-16-honest-tea-seth-goldman) (How I Built This)
- [Samuel Adams: Jim Koch (2017)](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017) (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)
- [Advice Line with Michael Dubin of Dollar Shave Club](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-09-advice-line-with-michael-dubin-of-dollar-shave-club) (How I Built This)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)

## Citing this page

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