# Founder Feature: Jana Goodbaum of Happy Wolf

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-01-24
- Length: 35m
- Episode: 114
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-24-founder-feature-jana-goodbaum-of-happy-wolf
- Listen: https://share.transistor.fm/s/2311a59e

## Summary

Jana Goodbaum, co-founder of Happy Wolf, explains how she and co-founder Derek launched a refrigerated snack bar for kids using seed butters to avoid rancidity, requiring a specialized co-packer and allergen-free production. She details the strategic use of Expo West to secure a Whole Foods listing, the critical role of regional merchandising partners in maintaining cold-chain placement, and the shift from broad influencer seeding to targeting niche 'non-toxic living' advocates for authentic advocacy. Goodbaum also discusses the brand's reliance on Instacart and Whole Foods Market on Amazon for discovery and the growing consumer trend toward clean eating and refrigerated options.

## Outline

1. Introduction: Jana Goodbaum and Happy Wolf
2. Product Development and the Refrigerated Bar Decision
3. Sourcing Allergen-Free Co-Packers and Ingredients
4. Branding Strategy and Packaging Education
5. Expo West Strategy and Whole Foods Launch
6. Merchandising Partners and In-Store Execution
7. Influencer Marketing and Community Building
8. Digital Discovery and Future Roadmap

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Happy Wolf (product)
- Whole Foods (company)
- Expo West (other)
- Instacart (company)
- Wegmans (company)
- Erewhon (company)
- Gelson's (company)
- Once Upon a Farm (company)
- Perfect Bar (product)
- Clean Label Project (other)
- Kellogg's (company)

## Related episodes from other shows

- [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)
- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (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)
- [Jovial Foods: Carla Bartolucci](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci) (How I Built This)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)

## Citing this page

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