# #166 - CPG Trade Media: Elizabeth Crawford, Brooke Just, and Adrianne DeLuca

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-10-22
- Length: 56m
- Episode: 86
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-22-166-cpg-trade-media-elizabeth-crawford-brooke-just-and-adrianne-deluca
- Listen: https://share.transistor.fm/s/bda9ab2d

## Summary

Elizabeth Crawford of FoodNavigator-USA, Brooke Just of Food Business News, and Adrianne DeLuca of BevNET & Nosh discuss how CPG brands can secure trade media coverage by pitching data-driven stories that fit broader industry trends like clean label and GLP-1 impacts. The panelists emphasize the importance of concise, email-based outreach that highlights unique ingredients, distribution milestones, and the brand's 'why,' while avoiding overhyped or nonsensical growth metrics. Several founders, including those from Recoup Beverage, Grillicious, 22 Salute Spirits & Coffee, Millie's Sipping Broth, No Regrets, Fishtown Pickle Project, and Secret Salad, presented 30-second pitches to receive actionable feedback on their messaging and positioning.

## Outline

1. Introduction: Panelists and Publications
2. Story Interests: Startups, Fundraising, and Innovation
3. Key Industry Trends: GLP-1s, Clean Label, and Regulation
4. Getting on the Radar: Email, LinkedIn, and Trade Shows
5. Pitching Strategies: Concise, Data-Driven, and Contextual
6. Brand Pitches: Recoup, Grillicious, 22 Salute, Millie's, No Regrets, Fishtown, Secret Salad
7. Feedback and Final Tips for CPG Brands

## 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

- FoodNavigator-USA (company)
- Food Business News (company)
- BevNET (company)
- Nosh (company)
- Recoup Beverage (product)
- Grillicious (product)
- 22 Salute Spirits & Coffee (product)
- Millie's Sipping Broth (product)
- No Regrets (product)
- Fishtown Pickle Project (product)
- Secret Salad (product)

## Related episodes from other shows

- [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 Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)
- [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)
- [318 - What every beverage brand needs to know about packaging with Fred Hart](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-07-22-318-what-every-beverage-brand-needs-to-know-about-packaging-with-fred-hart) (People of Packaging)

## Citing this page

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