# Founder Feature: Alison Cayne of Haven's Kitchen

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-08-30
- Length: 43m
- Episode: 72
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-08-30-founder-feature-alison-cayne-of-havens-kitchen
- Listen: https://share.transistor.fm/s/80693c53

## Summary

Alison Cayne, founder of Haven's Kitchen, explains her company's pivot from a brick-and-mortar cooking school to a CPG brand after students requested her sauces. She details the strategic decision to launch shelf-stable aiolis to solve distribution and category confusion issues inherent in their fresh sauce line, while emphasizing the importance of sustainable pouch packaging over glass. Cayne also shares insights on cost-efficient marketing, focusing on bottom-of-funnel retail placement and educational content rather than broad awareness campaigns, and discusses the mental toll of founder burnout.

## Outline

1. Introduction: Alison Cayne and Haven's Kitchen Origin
2. Pivoting from Cooking School to CPG Brand
3. Sustainable Packaging: Pouches vs. Glass Lifecycle
4. Strategic Launch of Shelf-Stable Aiolis
5. Marketing Strategy: Bottom-of-Funnel and Social Media
6. Founder Mental Health and Support Networks

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)

## Most relevant to

companies scaling up

## Mentioned

- Haven's Kitchen (company)
- Whole Foods (company)
- Terracycle (company)
- Chobani (company)
- Kensingtons (company)
- Siggi's (company)
- Instacart (company)
- L'Oreal (company)
- Casper (company)
- Kraft (company)
- Primal (company)
- Chosen (company)
- Kind Bar (product)
- Graza (product)
- Aioli (product)
- Pesto (product)
- Romesco (product)
- Chimichurri (product)
- Thai Sauce (product)

## Related episodes from other shows

- [222 - Alison Cayne, CEO of Havens Kitchen, from the classroom to the kitchen](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-24-222-alison-cayne-ceo-of-havens-kitchen-from-the-classroom-to-the-kitchen) (People of Packaging)
- [Primal Kitchen: Mark Sisson](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-11-primal-kitchen-mark-sisson) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [305 - How one AZ Lemonade company uses packaging to drive sales and deliver an incredible product](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-02-25-305-how-one-az-lemonade-company-uses-packaging-to-drive-sales-and-deliver-an-inc) (People of Packaging)
- [Happy Family Organics: Shazi Visram](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-20-happy-family-organics-shazi-visram) (How I Built This)

## Citing this page

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