The Startup CPG Podcast · 19 Aug 2024 · 59m · Episode 67
Grace Kennedy, Patricia Menegoto, and Kiki Huddleston from Startup CPG discuss the judging process and finalists of the 2024 Shelfie Awards, having evaluated over 1,500 products across 28 categories. They highlight standout brands in skincare like Sea Drops and Protegeur, pet care favorites such as Buddhist Bone Broth and Dandelion, and innovative food and beverage finalists including Bare Maple, Walker Brothers, and Rind. The team also announces the launch of the Startup CPG marketplace on Nishe and details the upcoming awards ceremony and boat party.
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.
Jeni Britton, founder of Jeni's Splendid Ice Creams and her new fiber company Flora, advises three early-stage CPG founders on marketing, fundraising, and PR. Jesse Koenig of Jesse and Ben's discusses marketing frozen fries made with tallow and avocado oil, Casey White of Jaju Pierogi weighs the pros and cons of outside capital for scaling to big-box retailers, and Callie Sayher of ube.co seeks advice on hiring a PR firm for her purple sweet potato pet treats.
Keith McCullough, founder of Junebar, explains his pivot from a 20-year career in video game development to creating high-fiber, plant-based snack bars. He details the product's formulation, focusing on clean ingredients and a 4-month refrigerated shelf life, and discusses the strategic importance of fiber in the current CPG landscape. McCullough shares critical advice for early-stage founders, emphasizing the need for small initial packaging orders, the benefits of co-packing, and the emotional resilience required to handle consumer feedback and imposter syndrome.
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.
Method co-founder Eric Ryan joins Guy Raz to answer questions from early-stage founders, sharing his strategy of identifying 'sea of sameness' categories and entering them with high design and sustainability. He discusses his current venture, Tandy, a functional candy brand available at Target and Amazon, and reflects on past failures like the Block personal care line. The episode features advice for Transparent Hospitality on scaling with mentorship, Props Luggage on balancing control with growth, and Flip Mits on retail positioning.
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