The Startup CPG Podcast · 25 Jan 2024 · 38m · Episode 11
Daniel Scharff hosts Aaron Barnholt of Cultivate CPG and Eli Bank, co-founder of Absurd Snacks, to unveil the Startup CPG Retail Sales Tracker, a comprehensive database of 220 retailers for emerging brands. The guests discuss how the tool helps early-stage companies identify buyers, understand retailer processes, and prioritize outreach by filtering for channels like natural or conventional grocery. Eli shares his journey scaling Absurd Snacks from a college project to Whole Foods, emphasizing persistence, consumer validation, and the importance of in-person meetings.
early-stage companies and companies scaling up
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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.
Sir Kensington's co-founder Mark Ramadan joins Guy Raz to advise three early-stage founders on business challenges. He helps Pat of Dripsy LLC navigate the complexities of getting a single-product sink strainer into major retail chains, Lucas of Taco Shop on how to differentiate from an impending Chipotle competitor, and Beth Benneke of Busy Baby on managing cash flow and operational costs while scaling from DTC to mass retail.
Orgain founder and CEO Andrew Abraham joins Guy Raz to advise three early-stage founders on product positioning and growth. Bryn Snyder of Slate Electric Flosser discusses her $79.99 electric flosser and strategies for simplifying complex oral health benefits for consumers. Turner Lewis of 4 Craft Cocktails, a radiologist launching golf-inspired canned cocktails, seeks advice on scaling distribution and finding value-add investors. Catherine Smart of Not Just Co, a pasta sauce brand in 240 Target stores, asks how to secure seed funding despite investor skepticism about her $1 million sales run rate.
Benjamin Ertl, Director of Business Development at Retailbound, explains how his company acts as an outsourced retail team for hardware startups, managing 'sell-through' and channel management to keep products on shelves. He details Retailbound's 'Managed Retail Marketing' service, which costs $800 a week plus commissions, helping international clients navigate complex retail environments without hiring full-time staff. Ertl advises startups to adopt a 'slow burn strategy,' focusing on online channels and specialty retailers first to build sales history before pursuing big-box stores like Best Buy or Walmart. He also discusses the importance of retail coaching for early-stage companies and the cultural adaptations required when working with global clients from regions like Russia, Hong Kong, and Germany.
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