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

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-04-11
- Length: 50m
- Episode: 63
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-11-86-from-target-buyer-to-nationally-launching-upcycled-pet-brand-shameless-pets-w
- Listen: https://share.transistor.fm/s/98ee85a7

## Summary

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.

## Chapters

- [1:01](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-11-86-from-target-buyer-to-nationally-launching-upcycled-pet-brand-shameless-pets-w#t=61) Introduction: James Bello and Shameless Pets
- [3:34](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-11-86-from-target-buyer-to-nationally-launching-upcycled-pet-brand-shameless-pets-w#t=214) Background and Upcycled Supply Chain Strategy
- [17:48](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-11-86-from-target-buyer-to-nationally-launching-upcycled-pet-brand-shameless-pets-w#t=1068) Navigating Pet Food Regulations and Co-Manufacturers
- [21:06](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-11-86-from-target-buyer-to-nationally-launching-upcycled-pet-brand-shameless-pets-w#t=1266) Retail Strategy: Target, Whole Foods, and Seasonal Endcaps
- [26:37](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-11-86-from-target-buyer-to-nationally-launching-upcycled-pet-brand-shameless-pets-w#t=1597) Founder Salaries and Investor Expectations
- [34:34](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-11-86-from-target-buyer-to-nationally-launching-upcycled-pet-brand-shameless-pets-w#t=2074) Retailer Line Reviews and Incrementality
- [37:49](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-11-86-from-target-buyer-to-nationally-launching-upcycled-pet-brand-shameless-pets-w#t=2269) Using Social Nature for Store Traffic and Data

## Topics

- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Shameless Pets (product)
- Target (company)
- Whole Foods (company)
- Social Nature (tool)
- Upcycled Food Association (company)
- Mars Pet Care (company)
- Leap Venture Studios (company)
- Global Pet Expo (other)
- Super Zoo (other)
- Petco (company)
- PetSmart (company)
- Costco (company)
- Central Market (company)
- AFCO (other)

## Related episodes from other shows

- [Freshpet: Scott Morris](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-09-freshpet-scott-morris) (How I Built This)
- [Live From The HIBT Summit: Stacy Madison of Stacy's Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-03-12-live-from-the-hibt-summit-stacy-madison-of-stacys-pita-chips) (How I Built This)
- [Chomps: Pete Maldonado and Rashid Ali](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-30-chomps-pete-maldonado-and-rashid-ali) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [Advice Line with Pete Maldonado and Rashid Ali of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-19-advice-line-with-pete-maldonado-and-rashid-ali-of-chomps) (How I Built This)

## Citing this page

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