# Founder Feature: Aman Blana, Growee Foods

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-05-03
- Length: 31m
- Episode: 35
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-03-founder-feature-aman-blana-growee-foods
- Listen: https://share.transistor.fm/s/30af484f

## Summary

Aman Blana, founder of Growee Foods, explains how he leveraged the Startup CPG community to navigate early co-packing challenges and build a shelf-stable, plant-based dip brand rooted in his Indian heritage. He details his bootstrap marketing strategy, which prioritizes high-impact farmers market demos, strategic demo-sharing with other brands, and using Amazon data to guide regional retail expansion without overextending capital. Blana also discusses the specific pain points of managing high COGS by refusing to use processed purees, his post-Expo West outreach tactics, and upcoming product developments including spicy flavors and lentil-based lines.

## Outline

1. Introduction: Aman Blana and Growee Foods Product Overview
2. Founder Story: From India to US Plant-Based Gap
3. Early Mistakes: Co-packing, Chefs, and Mentorship
4. Product Development: Farmers Market Testing and Flavor Iteration
5. Marketing Strategy: Demos, Amazon Data, and Regional Focus
6. Scaling Challenges: COGS, Margins, and Mexico Production
7. Trade Shows: Expo West Experience and Outreach Tactics
8. Future Products: Spicy Flavors and Lentil Lines
9. Advice for Founders: Taste, Community, and Feedback

## Topics

- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

early-stage companies

## Mentioned

- Growee Foods (company)
- Startup CPG (other)
- Gelson's (company)
- Amazon (company)
- Expo West (other)
- Kimberton Whole Foods (company)
- DeBrito's (company)
- Georgia Grown (other)
- SASSTA (other)
- NASTA (other)
- Acacia Gum (material)

## Related episodes from other shows

- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [Sukhi’s Gourmet Indian Food: Sukhi Singh and Dalbir Singh](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-03-14-sukhis-gourmet-indian-food-sukhi-singh-and-dalbir-singh) (How I Built This)
- [016: Gluten-free & allergy-friendly food with Luke Lucas of Foddies](https://hardwarepodcasts.com/podcast/product-startup/2016-08-30-016-gluten-free-allergy-friendly-food-with-luke-lucas-of-foddies) (Product Startup)

## Citing this page

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