# #85 First Hire Series: Culture with Jennifer Yepez-Blundell (+ Tiny Sprouts)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-04-04
- Length: 55m
- Episode: 62
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts
- Listen: https://share.transistor.fm/s/ddff175d

## Summary

Jennifer Yepez-Blundell of Merida Consulting explains how CPG founders can build intentional workplace culture from day one, emphasizing that culture is a strategic, horizontal business function rather than just an HR issue. She advises founders to define core values, create feedback loops with employees and partners, and seek external expertise to avoid performative diversity efforts. The episode concludes with a mini-interview with Kim and Tina, founders of Tiny Sprouts, who discuss their journey from corporate careers to launching organic supersede boosters, navigating trademark fraud, and leveraging affiliate marketing and community grants.

## Chapters

- [3:36](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts#t=216) Defining Culture and DEI in Startups
- [7:47](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts#t=467) Why Culture Must Be Built from Day One
- [12:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts#t=761) Shifting Culture from HR to Horizontal Strategy
- [14:24](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts#t=864) Overcoming Fear and Building a Strategic Roadmap
- [18:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts#t=1102) Vetting Consultants and Avoiding Performative Culture
- [21:31](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts#t=1291) Tactical Implementation and Leadership Skills
- [34:54](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts#t=2094) Tiny Sprouts: From Idea to Product Launch
- [40:31](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts#t=2431) Tiny Sprouts: Marketing, Grants, and Trademark Challenges

## Topics

- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)

## Most relevant to

founders before launch, early-stage companies

## Mentioned

- Merida Consulting (company)
- Tiny Sprouts (product)
- Sweet Nothings (company)
- Frito Lay (company)
- Coca-Cola (company)
- Startup CPG Shelfie Award (other)
- Pitch Slam (other)
- Amber Grant (other)
- New Hope Network (company)

## Related episodes from other shows

- [161: Do Your Values Align with Your Company's Culture? An interview with Jim Mayer, Host of the Manufacturing Culture Podcast](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-11-14-161-do-your-values-align-with-your-companys-culture-an-interview-with-jim-mayer) (Manufacturing Happy Hour)
- [Tool of the Week Segment | Episode 31](https://hardwarepodcasts.com/podcast/built-2-scale/2025-12-04-tool-of-the-week-segment-episode-31) (Built 2 Scale)
- [Advice Line with Sadie Lincoln of barre3](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-19-advice-line-with-sadie-lincoln-of-barre3) (How I Built This)
- [Advice Line: Growing Beyond Your Niche](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-10-advice-line-growing-beyond-your-niche) (How I Built This)
- [Advice Line with Steve Ells of Chipotle](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle) (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/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts. 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.