The Startup CPG Podcast · 21 Mar 2023 · 1h 10m · Episode 60
Jake Huber, US Sales Director for St Pierre, explains how emerging CPG brands can navigate trade spend and promotions, distinguishing between off-invoice, manufacturer chargebacks (MCB), and scan-backs to drive trial without devaluing the brand. He advises founders to pitch retailers directly to create demand before engaging distributors, ensuring they maintain a healthy trade rate (15-30%) and monitor purchase orders to avoid costly inventory loading. Huber also discusses the strategic use of displays, shippers, and free fills, emphasizing that premium brands should avoid BOGOs and instead focus on building relationships with store-level staff and buyers. The episode concludes with a segment on Niramaya, founder Mehek Khera, who shares her journey from health coaching to launching shelf-stable Indian sauces, highlighting the challenges of scaling production and securing retail placement.
early-stage companies and founders before launch
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S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.
Pete Maldonado, co-founder and co-CEO of Chomps, advises three founders on scaling their physical product businesses. He counsels Jennifer Ballin of Badass Bagels on navigating the complexities of CPG retail, including slotting fees and trade spend, while advising Brandi Shelton of Just Add Honey Tea Company to leverage its premium story and target Whole Foods before big-box retailers. Finally, he encourages Jake Meyer of Annie Alaska to prioritize direct-to-consumer sales through relentless door-knocking and authentic storytelling to build a stable customer base for his wild salmon business.
RXBAR co-founder Peter Rahal joins Guy Raz to answer questions from three early-stage founders: Kristi Stewart of Inner Wellth Supplements, Eric of Squat Wedgies, and April Waktel of Cheeky Cocktails. Rahal shares insights on scaling via high-intent digital ads, balancing Amazon volume with direct-to-consumer margins, and refining product messaging for trade versus consumer audiences. He also reflects on his new venture, David Protein, and the importance of overcoming founder pride to accept criticism.
Bonobos co-founder Andy Dunn and host Guy Raz advise three early-stage founders: Michele Casentino of Top Banana, Alek Supak of Broda Beverage Company, and Sabrina Nass of House of Biscotti. Dunn critiques Top Banana's DTC pricing and influencer strategy, suggesting wholesale partnerships with brands like Caraway and Paris Hilton. He advises Broda Beverage to leverage its 'better-for-you' ingredients and Polish heritage to create a 'shot culture' in bars, while telling House of Biscotti to abandon DTC e-commerce in favor of competitive wholesale pricing at retailers like Whole Foods and Walmart.
Guy Raz is joined by Daymond John, founder of the streetwear brand FUBU and a judge on Shark Tank, to answer calls from early-stage founders. Cristopher Navarro of Sabor a Mexico seeks advice on expanding his salsa brand from farmers markets to retail without losing margins. Darcy of Raised Nutrition asks whether to pivot his protein bar's messaging away from its jiu-jitsu origins as the customer base shifts to general health enthusiasts. Finally, Seema Sangavi of Cooks Who Feed wants strategies to increase B2B sales for her ethical kitchen linen company.
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