# #79 First Hire Series: Behind the scenes on hiring with Sweet Nothings

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-02-14
- Length: 51m
- Episode: 56
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings
- Listen: https://share.transistor.fm/s/b207d2f4

## Summary

Jake Kneller, CEO and co-founder of Sweet Nothings, and Lucy King, VP of Marketing, discuss the company's hiring trajectory from a two-person garage operation to a 13-person scaling team. They detail the strategic decisions behind their first hires, including Gavin Myers for retail expertise and Lucy for marketing, emphasizing the importance of hiring for a 'no job too small' attitude over pedigree. The episode covers their remote culture, goal-setting frameworks, and the reality of managing early-stage growth with products like Spoonable Smoothie Cups and Nut Butter Bites.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings#t=3) Introduction: Jake Kneller and Lucy King on Sweet Nothings
- [3:06](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings#t=186) Sweet Nothings Product Lines and Retail Presence
- [8:06](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings#t=486) First Hires: Gavin Myers and Building Retail Expertise
- [11:35](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings#t=695) Lucy King Joins as First Marketing Hire
- [14:17](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings#t=857) Hiring Strategy: CPG Experience vs. Startup Mindset
- [21:36](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings#t=1296) Scaling Marketing: Agencies vs. In-House Hires
- [32:10](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings#t=1930) Goal Setting Frameworks and OKRs
- [38:06](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings#t=2286) Building Remote Culture and Offsites
- [42:27](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-02-14-79-first-hire-series-behind-the-scenes-on-hiring-with-sweet-nothings#t=2547) Leadership Growth and Anonymous Feedback

## Topics

- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

companies scaling up

## Mentioned

- Sweet Nothings (company)
- Spoonable Smoothie Cups (product)
- Nut Butter Bites (product)
- Squeezable Smoothies (product)
- Whole Foods (company)
- Sprouts (company)
- Costco (company)
- Target (company)
- Kroger (company)
- Halo Top (company)
- General Mills (company)
- Tyson (company)
- RX Bar (company)
- Fresh Direct (company)
- Thrive Market (company)
- Amazon Fresh (company)
- GoPuff (company)
- Instacart (company)
- Expo West (other)

## Related episodes from other shows

- [219: Hiring Your First Team Members at a Hardware Startup](https://hardwarepodcasts.com/podcast/product-startup/2024-03-28-219-hiring-your-first-team-members-at-a-hardware-startup) (Product Startup)
- [Advice Line: What’s Your Value?](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value) (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 Jonathan Neman of Sweetgreen](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-24-advice-line-with-jonathan-neman-of-sweetgreen) (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)

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