The Startup CPG Podcast · 28 May 2024 · 49m · Episode 42
Kenny Hausmann, Category Manager for Natural Living at Fresh Thyme Market, discusses his 18-year career in grocery retail, including stints at Tops Market, Foodland Hawaii, and Fresh Thyme. He details the complexities of managing bulk foods and the 'Natural Living' banner (vitamins, supplements, body care), emphasizing the logistical challenges of sourcing in Hawaii and the importance of DSD for island distribution. Hausmann explains Fresh Thyme's approach to brand partnerships, focusing on authentic alignment with missions like regenerative agriculture and leveraging social media influencers to drive off-premise engagement.
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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.
Nick Green, co-founder and CEO of Thrive Market, explains how he pivoted from selling his SAT prep company to building an online grocery marketplace after being rejected by dozens of VCs. He details the critical decision to raise seed capital from health bloggers and influencers like Mark Sisson and Wellness Mama, which allowed the company to maintain its mission-driven values. Green also discusses the operational challenges of scaling, including a failed tech build, the mistake of offering free coconut oil to acquire members, and the eventual path to profitability through private label products and sustainable operations.
Becca Millstein of Fishwife, Brian Rudolph of Banza, and Caue Suplicy of Barnana discuss scaling their food brands from direct-to-consumer origins to national retail presence. They detail strategies for product-market fit, including influencer seeding, packaging design, and navigating supply chain disruptions and misinformation crises. The founders also share advice on co-founder dynamics, customer segmentation, and the importance of brand moats in the competitive CPG landscape.
Gary Hirshberg, co-founder of Stonyfield, advises three early-stage founders on scaling their physical product businesses. He counsels Kate Havstad of Range Revolution to prioritize brand building over a B2B material play, Jamie Poe of Poe & Co. Folk Foods to leverage their chef pedigree for direct-to-consumer growth, and Dianna Darr of Cult Crackers on hiring a versatile operations leader to free up her time for sales and R&D.
Andy Kurtts, founder and creative director of Buttermilk Creative, discusses his journey from an in-house graphic designer at The Fresh Market to establishing his own packaging design agency in Greensboro, North Carolina. He explains how his experience managing private label packaging for a large grocery chain informed his decision to launch Buttermilk Creative, focusing on small to medium-sized specialty food and beverage brands. Kurtts details the agency's intentionally small team structure, contrasting it with large agencies, and emphasizes the importance of direct client relationships and retail shelf appeal over purely digital channels.
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