The Startup CPG Podcast · 26 Dec 2023 · 50m · Episode 4
Aaron Barnholt, President of Cultivate CPG, explains how early-stage consumer packaged goods brands can successfully launch into retail by targeting premium anchor accounts and leveraging distributor relationships. He details specific strategies for navigating buyers at major retailers like Wegmans, Sprouts, and Thrive Market, emphasizing the importance of pricing, data storytelling, and product differentiation over pure relationship building. Barnholt also discusses the operational realities of working with brokers, including fee structures and the necessity of founder engagement in the sales process.
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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.
Yohan Jacob, founder of RetailBound, explains how emerging hardware brands can scale sales after securing retail placement with major chains like Walmart, Best Buy, and Costco. He outlines three critical KPIs for buyers—top-line revenue, profit, and inventory turns—and details strategies to drive them, including marketing, sales associate training, and planogram compliance. Jacob emphasizes that early-stage companies should prioritize revenue growth and market share over immediate profitability, leveraging local PR and 'guerrilla marketing' to build momentum before expanding nationally.
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.
Lara Merriken, founder of LÄRABAR and co-founder of Anther, joins Guy Raz to advise three early-stage founders on scaling, retail strategy, and fundraising. Alison Rep of Joy Breeders seeks advice on maintaining brand authenticity while expanding into larger retail channels, with Lara and Guy suggesting she focus on product stability and specific retail placement rather than abstract brand values. Mariano Questam of Maax Brands struggles to enter major retail buyers' doors with his caffeinated gum, receiving advice to clarify his product's value proposition and target specific user tribes like athletes. Finally, Lauretta Nakocha of Lauretta British Ginger T asks how to fundraise as a solo founder, with suggestions to leverage her storytelling through crowdfunding and direct community asks.
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