The Startup CPG Podcast · 16 Apr 2024 · 52m · Episode 31
Rich Gillmore, VP of Center Store at Gelson's, discusses the retailer's strategy for curating innovative brands and balancing data with instinct. He explains how Gelson's positions itself as a tastemaker in Southern California by mixing high-end natural products with mainstream staples like Cheetos and Red Bull. Gillmore shares insights on navigating Expo West, the importance of local brands, and the specific challenges emerging brands face in getting noticed by buyers.
established companies
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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.
Ben Goodwin, co-founder of the prebiotic soda brand Olipop, joins Guy Raz to answer calls from early-stage founders. Goodwin advises Darren Alpert of Gheelish on how to market ghee-based snacks by prioritizing taste over ingredient education, and helps Sarah Godfrey of Sarah's Gluten Free Goods navigate the scaling challenges of fresh, allergen-safe baked goods. He also counsels John Groner of the Bexley Natural Foods co-op on revitalizing sales through community engagement and curation rather than e-commerce.
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.
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.
Josh Hochschuler, founder of Talenti, explains how he pivoted from a failing retail gelato shop in Dallas to building a national brand sold in clear jars, eventually selling to Unilever. He details the early struggles of validating the product, securing $600,000 from friends and family, and the critical decision to shut down the physical store to focus on wholesale distribution. Hochschuler also discusses the pivotal role of investors Steve Gill and Eddie Phillips, who helped scale the business and navigate the 2008 financial crisis, leading to Talenti's acquisition in 2014.
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