# Founder Feature: Jia Liao, Hotpot Queen

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-05-31
- Length: 36m
- Episode: 43
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-31-founder-feature-jia-liao-hotpot-queen
- Listen: https://share.transistor.fm/s/42b25e24

## Summary

Jia Liao, founder of Hotpot Queen, explains how she leveraged her family's 42-year legacy in Sichuan hot pot to launch a line of bold, mala-flavored condiments and noodles. She details her strategic pivot from an e-commerce focus to offline retail, securing placements in major chains like The Fresh Market and Foxtrot through aggressive Expo West exposure and regional distributors. Liao discusses overcoming significant manufacturing hurdles, including leaky glass jars and long lead times from her Chinese factory, while maintaining a lean, bootstrapped operation to preserve runway.

## Outline

1. Introduction: Jia Liao and Hotpot Queen's Product Line
2. Family Legacy and the Origin of Hotpot Queen
3. Launch Strategy and Expo West Experience
4. Retail Distribution and Channel Strategy
5. The Foxtrot Closure and Inventory Recovery
6. Product Differentiation and Packaging Design
7. Funding, Lean Operations and Bootstrapping
8. Manufacturing Challenges and Supply Chain Issues
9. Future Plans, Retail Expansion and Founder Advice

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)

## Most relevant to

early-stage companies

## Mentioned

- Hotpot Queen (product)
- The Fresh Market (company)
- Foxtrot (company)
- Expo West (other)
- World Market (company)
- Sprouts (company)
- Whole Foods (company)
- Costco (company)
- Target (company)
- Nugget Market (company)
- Berkeley Bowl (company)
- Fairway Market (company)
- H-E-B (company)
- Town and Country (company)
- Wegmans (company)
- Fresh Thyme (company)
- Amazon (company)

## Related episodes from other shows

- [Aden + Anais: Raegan Moya-Jones](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-17-aden-anais-raegan-moya-jones) (How I Built This)
- [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)
- [Live From The HIBT Summit: Stacy Madison of Stacy's Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-03-12-live-from-the-hibt-summit-stacy-madison-of-stacys-pita-chips) (How I Built This)
- [Brooklinen: Vicki and Rich Fulop](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-04-20-brooklinen-vicki-and-rich-fulop) (How I Built This)
- [Aviator Nation: Paige Mycoskie](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-01-aviator-nation-paige-mycoskie) (How I Built This)

## Citing this page

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