# Founder Feature: Brian Bethke of BEAR Maple Farms

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-01-31
- Length: 34m
- Episode: 116
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-31-founder-feature-brian-bethke-of-bear-maple-farms
- Listen: https://share.transistor.fm/s/d932c1fb

## Summary

Brian Bethke, founder of BEAR Maple Farms, explains how he combined sustainably hydroponically grown ginseng with maple water to create a zero-caffeine functional beverage. He details the pivotal moment at Bevnet where harsh feedback on his original packaging led to a complete rebrand with designer Paula Grant, which was crucial for shelf appeal. Bethke also discusses his strategy for national expansion in 2025, leveraging a dedicated field sales team and data-driven storytelling to secure tier-one retail placements like Whole Foods and UNFI.

## Outline

1. Introduction: Brian Bethke and BEAR Maple Farms Origin
2. Product Development: Hydroponic Ginseng and Maple Water
3. Bevnet Feedback and the Transformative Rebrand
4. Retail Strategy: Field Sales and Distribution Partners
5. Managing Trade Spend and Team Building
6. Consumer Perception vs. Buyer Skepticism
7. Mentorship Advice for First-Time Entrepreneurs
8. 2025 National Expansion Plans

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- BEAR Maple Farms (company)
- Whole Foods (company)
- UNFI (company)
- Kehi (company)
- Body Armor (company)
- Celsius (product)
- Red Bull (product)
- Pearl Jam (other)
- Lenny Kravitz (other)

## Related episodes from other shows

- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [How I Built Resilience: Kara Goldin of Hint](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-01-how-i-built-resilience-kara-goldin-of-hint) (How I Built This)
- [Guayakí Yerba Mate: David Karr and Chris Mann](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann) (How I Built This)
- [346 - Sistine Spritz packaging aesthetic is unreal! w/ founder Kate McLamb and Lauren Alexander](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-28-346-sistine-spritz-packaging-aesthetic-is-unreal-w-founder-kate-mclamb-and-laure) (People of Packaging)
- [48 - Aimy Steadman, Co Founder and CGSDO at Future Proof](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-02-02-48-aimy-steadman-co-founder-and-cgsdo-at-future-proof) (People of Packaging)

## Citing this page

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