# #61 It's Shelfies Time! Finalists, Winners, and Trends from Startup CPG's 2022 Awards

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-09-15
- Length: 39m
- Episode: 38
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-15-61-its-shelfies-time-finalists-winners-and-trends-from-startup-cpgs-2022-awards
- Listen: https://share.transistor.fm/s/beebf47f

## Summary

Jenna Movsowitz, managing editor of Startup CPG, discusses the 2022 Shelfie Awards, an initiative designed to provide free recognition for emerging food and beverage brands without the burden of expensive entry fees or essays. The episode highlights trends from over 300 submissions, including the rise of international flavors, upcycled ingredients, and innovative formats like powdered condiments and mushroom-based supplements. Specific winners and finalists such as Lunar Seltzer, Renewal Mill, and AWSM Sauce are celebrated for their contributions to sustainability and product innovation in the CPG space.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-15-61-its-shelfies-time-finalists-winners-and-trends-from-startup-cpgs-2022-awards#t=3) Introduction: Jenna Movsowitz and the Shelfie Awards Mission
- [4:37](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-15-61-its-shelfies-time-finalists-winners-and-trends-from-startup-cpgs-2022-awards#t=277) Awards Structure: Free Entry and Emerging Brand Focus
- [8:40](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-15-61-its-shelfies-time-finalists-winners-and-trends-from-startup-cpgs-2022-awards#t=520) Judging Process: Logistics, Tasting, and Sustainability Criteria
- [17:05](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-15-61-its-shelfies-time-finalists-winners-and-trends-from-startup-cpgs-2022-awards#t=1025) Market Trends: Beverages, International Flavors, and Buckwheat
- [25:13](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-15-61-its-shelfies-time-finalists-winners-and-trends-from-startup-cpgs-2022-awards#t=1513) Product Innovations: Mushrooms, Powders, and Gut Health
- [31:49](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-15-61-its-shelfies-time-finalists-winners-and-trends-from-startup-cpgs-2022-awards#t=1909) Sustainability Winners: Upcycling and Circular Economy

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)

## Most relevant to

early-stage companies

## Mentioned

- Startup CPG (company)
- Lunar Seltzer (product)
- Must Love (product)
- gr8nola (product)
- Halmi (product)
- Aura Bora (product)
- PKN (product)
- Lechia (product)
- Niramaya (product)
- Sung's Korean Hot Sauce (product)
- New York Shuk (product)
- Popadelics (product)
- Mojo Microdose (product)
- AWSM Sauce (product)
- Tiny Sprouts (product)
- Reveal (product)
- Renewal Mill (product)
- Shameless Pets (product)
- Chia Smash (product)

## Related episodes from other shows

- [350 - Beyond the Dieline - Dr Juan from PNuff Crunch joins Tom Seymour](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-05-27-350-beyond-the-dieline-dr-juan-from-pnuff-crunch-joins-tom-seymour) (People of Packaging)
- [48 - Aimy Steadman, Co Founder and CGSDO at Future Proof](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-02-02-48-aimy-steadman-co-founder-and-cgsdo-at-future-proof) (People of Packaging)
- [345 - Beyond the Dieline - The secret success behind Junebar! Tom Seymour and Keith McCullough](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-17-345-beyond-the-dieline-the-secret-success-behind-junebar-tom-seymour-and-keith-m) (People of Packaging)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-09-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams-2025) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (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/2022-09-15-61-its-shelfies-time-finalists-winners-and-trends-from-startup-cpgs-2022-awards. 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.