# #163 - The Startup CPG Newswire & PR Tips from Jess Windell

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-10-01
- Length: 1h 03m
- Episode: 81
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-01-163-the-startup-cpg-newswire-pr-tips-from-jess-windell
- Listen: https://share.transistor.fm/s/3ce61496

## Summary

Jess Windell, owner of Maven Consulting and co-founder of Dryft Sleep, joins Startup CPG to discuss the launch of the free Startup CPG Newswire and provide PR strategy for early-stage brands. She argues that early brands should avoid expensive agency retainers and instead focus on building credibility through 'hype stats' like unique ingredients or strategic partnerships before seeking media coverage. The conversation covers how to write objective press releases, the importance of securing quotes from retail buyers, and the value of direct relationship building with journalists over paid distribution.

## Outline

1. Introduction: Startup CPG Newswire Launch
2. PR Strategy for Early Brands: Avoiding Agency Retainers
3. Building Credibility: Hype Stats and Newsworthy Angles
4. Celebrity Partnerships and Authenticity
5. The Role of Distribution and Retailer Quotes
6. How to Write and Submit Press Releases
7. DIY PR and the Catalyst Program

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Dryft Sleep (product)
- Startup CPG Newswire (product)
- Mission Mighty Me (product)
- Phyta (product)
- Perfect Bar (product)
- Zoa (product)
- Food Business News (company)
- Food Navigator (company)
- Bevnet (company)
- Erewhon (company)
- Whole Foods (company)
- Target (company)
- Costco (company)
- Balkan Bites (product)
- Rind (product)
- House of Gujana (product)
- Ava's Pet Palace (product)

## Related episodes from other shows

- [167: Get Free Earned Media for a New Hardware Product](https://hardwarepodcasts.com/podcast/product-startup/2023-03-16-167-get-free-earned-media-for-a-new-hardware-product) (Product Startup)
- [10: The Press](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-03-17-10-the-press) (Thoroughly Considered)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-09-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams-2025) (How I Built This)
- [290 - Taylor Foxman is the master connector for CPG's!](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-09-26-290-taylor-foxman-is-the-master-connector-for-cpgs) (People of Packaging)
- [Advice Line with Eric Ryan of Method returns](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-23-advice-line-with-eric-ryan-of-method-returns) (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/2024-10-01-163-the-startup-cpg-newswire-pr-tips-from-jess-windell. 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.