# #48 Just TOAST-IT! Data-first, customer-focused, and expanding into Publix with Mafe & Coco

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-06-14
- Length: 38m
- Episode: 25
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-14-48-just-toast-it-data-first-customer-focused-and-expanding-into-publix-with-mafe
- Listen: https://share.transistor.fm/s/c68c84cf

## Summary

Mafe and Coco, co-founders of TOAST-IT, explain how they pivoted from corporate careers to launch a ready-to-toast arepa brand, leveraging Coco’s data science background and Mafe’s CPG finance experience. They detail their journey from selling out home-kitchen batches online to securing shelf space at Publix by using incremental sales data to target specific demographics. The sisters discuss their strategy of investing heavily in branding and social media to educate consumers, while relying on a trusted Miami-based co-packer to handle quality control and scale production for retail partners like Kahi.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-14-48-just-toast-it-data-first-customer-focused-and-expanding-into-publix-with-mafe#t=3) Introduction: Mafe and Coco of TOAST-IT
- [3:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-14-48-just-toast-it-data-first-customer-focused-and-expanding-into-publix-with-mafe#t=221) Pivoting from Corporate Careers to Entrepreneurship
- [9:01](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-14-48-just-toast-it-data-first-customer-focused-and-expanding-into-publix-with-mafe#t=541) Home Kitchen Launch and Rapid Sell-Out
- [11:28](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-14-48-just-toast-it-data-first-customer-focused-and-expanding-into-publix-with-mafe#t=688) Marketing Strategy and Leveraging Pop Culture
- [15:17](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-14-48-just-toast-it-data-first-customer-focused-and-expanding-into-publix-with-mafe#t=917) Securing Retail Placement at Publix
- [26:45](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-14-48-just-toast-it-data-first-customer-focused-and-expanding-into-publix-with-mafe#t=1605) Distribution Setup with Kahi and Co-Packer Selection
- [34:14](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-06-14-48-just-toast-it-data-first-customer-focused-and-expanding-into-publix-with-mafe#t=2054) Future Roadmap: New Products and Retail Expansion

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- TOAST-IT (product)
- Publix (company)
- Kahi (company)
- Citibank (company)
- Pepsico (company)
- UC Berkeley (other)
- Encanto (product)

## Related episodes from other shows

- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)
- [Advice Line with Stacy Madison of Stacy’s Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-16-advice-line-with-stacy-madison-of-stacys-pita-chips) (How I Built This)
- [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)
- [013: From Kitchen to Amazon, Launching All-Natural Cake Mix for Dogs with Kelly Costello of Puppy Cake](https://hardwarepodcasts.com/podcast/product-startup/2016-07-26-013-from-kitchen-to-amazon-launching-all-natural-cake-mix-for-dogs-with-kelly-co) (Product Startup)
- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (People of Packaging)

## Citing this page

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