# #71 Building Content Creation Muscles - Behind Dream Pops’ Marketing with David Greenfeld (+ Nowhere Bakery)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-12-02
- Length: 1h 01m
- Episode: 48
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree
- Listen: https://share.transistor.fm/s/6bc94069

## Summary

David Greenfeld, founder of Dream Pops, explains how the plant-based dessert brand scaled to 6,000 retail doors by treating content creation like a workout routine, producing thousands of TikTok videos and leveraging LinkedIn for B2B thought leadership. He details the strategic pivot from a failed direct-to-consumer frozen model to wholesale, the intentional geometric branding developed with Paperwhite Studio and Hatch, and the use of aisle for targeted retail redemption campaigns. The episode also features Saphira Rosty of Nowhere Bakery, who shares her journey from food blogging to securing a collaboration with Gwyneth Paltrow and managing allergen-friendly baked goods logistics.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree#t=3) Introduction: David Greenfeld and Dream Pops
- [2:07](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree#t=127) Dream Pops Origin and Product Lines
- [6:18](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree#t=378) Intentional Branding and Intellectual Property
- [10:44](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree#t=644) Retail Strategy and Scaling to 6,000 Doors
- [13:59](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree#t=839) Content Creation Strategy: TikTok, LinkedIn, and Podcasting
- [26:52](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree#t=1612) Measuring Content Impact on Store Velocity
- [39:35](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree#t=2375) Canadian Market Expansion
- [45:16](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree#t=2716) Nowhere Bakery: Saphira Rosty and Gwyneth Paltrow

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

companies scaling up

## Mentioned

- Dream Pops (product)
- Paperwhite Studio (company)
- Hatch (company)
- SWIMSOCIAL (company)
- aisle (tool)
- Nowhere Bakery (product)
- Gwyneth Paltrow (other)

## Related episodes from other shows

- [HIBT Lab! Babish Culinary Universe: Andrew Rea](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-18-hibt-lab-babish-culinary-universe-andrew-rea) (How I Built This)
- [Live Episode! Glossier: Emily Weiss](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-11-26-live-episode-glossier-emily-weiss) (How I Built This)
- [108 - Brodough.ca interview with Erika Rankin](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-02-23-108-brodough-ca-interview-with-erika-rankin) (People of Packaging)
- [ICYMI... HIBT Lab! Babish Culinary Universe: Andrew Rea](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-12-01-icymi-hibt-lab-babish-culinary-universe-andrew-rea) (How I Built This)
- [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)

## 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/2022-12-02-71-building-content-creation-muscles-behind-dream-pops-marketing-with-david-gree. 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.