Hardware Podcasts

#86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello

The Startup CPG Podcast · 11 Apr 2023 · 50m · Episode 63

What this episode covers

James Bello, co-founder and CEO of Shameless Pets, explains how he leveraged his background as a Target buyer to launch an upcycled pet treat brand, navigating complex pet food regulations and supply chain challenges. He details their strategy of launching directly with major retailers like Target and Whole Foods, using seasonal endcap commitments to manage cash flow and inventory risk. Bello also discusses the importance of using tools like Social Nature to drive incremental store traffic and the decision-making process around when founders should start taking salaries after securing outside funding.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Target, Whole Foods, Upcycled Food Association, Mars Pet Care, Leap Venture Studios, Petco, PetSmart, Costco, Central Market
Products
Shameless Pets
Tools
Social Nature
Also
Global Pet Expo, Super Zoo, AFCO

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