# #180 - Meet the Startup CPG Editor: Caitlin Bricker

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-01-28
- Length: 35m
- Episode: 115
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-28-180-meet-the-startup-cpg-editor-caitlin-bricker
- Listen: https://share.transistor.fm/s/efb48d27

## Summary

Caitlin Bricker, the new editor at Startup CPG, explains her transition from retail buying at Cambridge Naturals and food service to curating content for emerging brands. She details her editorial process, which involves monitoring the Startup CPG Slack and social media to identify purpose-driven companies like Jubilee, a no-sugar-added kid-friendly milk brand. Bricker emphasizes the importance of founder stories and product sustainability, noting that her editorial role serves as a platform to help brands find retail distribution. The conversation also covers Startup CPG's community initiatives, including the 'Grocery Run' series and virtual mixers, designed to connect founders with buyers and retailers.

## Outline

1. Introduction: Caitlin Bricker and Startup CPG
2. Editorial Role vs. Retail Buying at Cambridge Naturals
3. Personal Journey: College, Psychedelics, and Purpose-Driven CPG
4. Community Engagement: Gourmet Garage Meetup and Grocery Run Series
5. Spotlight on Jubilee: No Sugar Added Kid-Friendly Milk
6. Finding Brands: Slack Monitoring and Brand Database
7. Shelfies Awards and Community Resources

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [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

- Startup CPG (company)
- Cambridge Naturals (company)
- Jubilee (product)
- Gourmet Garage (company)
- Village Supermarket (company)
- Whole Foods (company)
- Gopuff (company)
- Gelson's (company)
- Sweetgreen (company)
- Cosmic Sister (company)
- PETA (other)

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- [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 Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)
- [Live Episode! Glossier: Emily Weiss](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-11-26-live-episode-glossier-emily-weiss) (How I Built This)

## Citing this page

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