# Founder Feature: Samantha Edwards of New Breed

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-09-27
- Length: 44m
- Episode: 80
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-09-27-founder-feature-samantha-edwards-of-new-breed
- Listen: https://share.transistor.fm/s/37290cbc

## Summary

Samantha Edwards, founder of plant-based meat brand New Breed, discusses her journey from nonprofit lifestyle education to creating Caribbean-inspired frozen products like Jamaican Jerk CHICK’N. She details the technical formulation choices, such as combining pea and brown rice for complete protein digestibility, and the logistical nightmares of scaling a frozen food business, including high shipping costs and the need for specialized manufacturing partners. Edwards also shares her recent success in securing an account with Erewhon, participating in the Target Accelerator program, and her urgent need for broker services to expand into Southern California and the Southeast.

## Outline

1. Introduction and Origin Story
2. Product Formulation and Nutrition Science
3. Consumer Education and Wellness Retreats
4. Retail Strategy and Broker Needs
5. Manufacturing Partners and Supply Chain Challenges
6. Frozen vs. Shelf-Stable Economics
7. Target Accelerator and Future Plans

## Topics

- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- New Breed (company)
- Jamaican Jerk CHICK’N (product)
- Erewhon (company)
- Target (company)
- Whole Foods (company)
- Sprouts (company)
- Expo West (other)
- The Better Way (product)

## Related episodes from other shows

- [Live Episode! Beyond Meat: Ethan Brown](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-02-16-live-episode-beyond-meat-ethan-brown) (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)
- [215 - Jason Burke on his Noble and Primal journey to disrupt a broken food system](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-26-215-jason-burke-on-his-noble-and-primal-journey-to-disrupt-a-broken-food-system) (People of Packaging)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (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

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