# An AWSM (Sauce) Bonus Episode with Carl Starkey

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-05-04
- Length: 21m
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-04-an-awsm-sauce-bonus-episode-with-carl-starkey
- Listen: https://share.transistor.fm/s/4d8379ba

## Summary

Carl Starkey, co-founder of AWSM Sauce, explains how he and co-founder Paul developed a powdered sauce technology to eliminate single-use plastic bottles, starting with kitchen experiments and a '3-day Clubhouse bender' that led to Techstars acceptance and $300K in funding. Starkey details the pivot from a direct-to-consumer model, which struggled with trial-dependent powdered products, to a foodservice focus targeting large-scale dispensing systems like Coke Freestyle. He discusses the challenges of product validation, the importance of the Startup CPG community for investor research, and upcoming expansions into mustard and new foodservice partnerships.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-04-an-awsm-sauce-bonus-episode-with-carl-starkey#t=3) Introduction and AWSM Sauce Origin Story
- [3:47](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-04-an-awsm-sauce-bonus-episode-with-carl-starkey#t=227) Product Development and the Clubhouse Pitch
- [6:15](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-04-an-awsm-sauce-bonus-episode-with-carl-starkey#t=375) Pivoting to Foodservice and Dispensing Tech
- [9:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-04-an-awsm-sauce-bonus-episode-with-carl-starkey#t=581) Using Startup CPG for Research and Expo East
- [15:21](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-04-an-awsm-sauce-bonus-episode-with-carl-starkey#t=921) R&D Journey, Techstars, and Future Plans

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

companies scaling up

## Mentioned

- AWSM Sauce (product)
- Techstars (company)
- Startup CPG (company)
- Cargill (company)
- Heinz (product)
- Coke Freestyle (product)
- Ketchup & Hustle (product)
- Expo East (other)
- Shelfie Award (other)

## Related episodes from other shows

- [Samuel Adams: Jim Koch (2017)](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [Hydro Flask: Travis Rosbach. How a thirsty surfer changed the water bottle industry](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-24-hydro-flask-travis-rosbach-how-a-thirsty-surfer-changed-the-water-bottle-industr) (How I Built This)
- [Hexclad: Danny Winer](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-28-hexclad-danny-winer) (How I Built This)
- [DoorDash: Tony Xu](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-11-12-doordash-tony-xu) (How I Built This)

## Citing this page

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