# Founder Feature: Sarah Nathan of NOOISH

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-06-28
- Length: 34m
- Episode: 52
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-28-founder-feature-sarah-nathan-of-nooish
- Listen: https://share.transistor.fm/s/10f6f042

## Summary

Sarah Nathan, founder of NOOISH, discusses launching a shelf-stable instant matzo ball soup, leveraging her decade of CPG experience from roles at Chobani Incubator and Patagonia Provisions. She details the two-year recipe development process, utilizing barter networks and resources from the American Egg Board to create a clean-label broth. Nathan explains her decision to self-manufacture to ensure quality control and her strategy of funding the venture through a community-driven pre-order campaign and diverse business loans.

## Outline

1. Introduction: Sarah Nathan and NOOISH
2. Background: CPG Experience and Jewish Culinary Roots
3. Product Concept: Instant Matzo Ball Soup
4. Recipe Development and R&D Resources
5. Funding Strategy: Community and Pre-orders
6. Community Building and CPG Shabbats
7. Go-to-Market and Launch Strategy
8. Advice for Aspiring Founders

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

early-stage companies

## Mentioned

- NOOISH (product)
- Chobani Incubator (company)
- American Egg Board (company)
- Colnex (company)
- Siete (company)
- Fly By Jing (company)
- Dozen Cousins (company)
- Maya Kamal Aumsam (company)
- Manischewitz (company)
- Zabar's (company)
- Zingerman's (company)
- Goldbelly (company)
- Hillel (company)
- Reality Israel Taste (other)
- Expo West (other)

## Related episodes from other shows

- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [345 - Beyond the Dieline - The secret success behind Junebar! Tom Seymour and Keith McCullough](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-17-345-beyond-the-dieline-the-secret-success-behind-junebar-tom-seymour-and-keith-m) (People of Packaging)
- [Live Episode! Milk Bar: Christina Tosi (2019)](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-10-25-live-episode-milk-bar-christina-tosi-2019) (How I Built This)
- [Simple Mills: Katlin Smith](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith) (How I Built This)
- [Chicken Salad Chick: Stacy Brown](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-07-02-chicken-salad-chick-stacy-brown) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-28-founder-feature-sarah-nathan-of-nooish. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.