# BONUS: 2025 Shelfie Awards are Here!

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-02-12
- Length: 36m
- Episode: 121
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-12-bonus-2025-shelfie-awards-are-here
- Listen: https://share.transistor.fm/s/2a262ccb

## Summary

Daniel Scharff, Patricia Menegoto, and Kiki Huddleston from Startup CPG discuss the 2025 Shelfie Awards, a free recognition program for emerging CPG brands designed to provide visibility and retailer connections. They detail the judging process, which involves evaluating over 1,500 products for innovation and brand story, and highlight success stories like Nowhere Bakery and Paioa who leveraged the award for distribution deals. The episode also introduces the new Sustainability Shelfie Award sponsored by Green Spoon Sales and offers tactical advice on submitting samples and packaging.

## Outline

1. Introduction to the 2025 Shelfie Awards
2. The Scale and History of the Program
3. The Judging Process and Criteria
4. Impact on Winners and Industry Recognition
5. Tips for Applicants: Packaging and Swag
6. Meet the Judges and New Sustainability Category
7. Success Stories: Nowhere Bakery, Paioa, and Cocoa Foods

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)

## Most relevant to

early-stage companies

## Mentioned

- Startup CPG (company)
- Nowhere Bakery (product)
- Paioa (product)
- Cocoa Foods (product)
- Funky Mellow (product)
- Azure Standard (company)
- Whole Foods (company)
- Shark Tank (product)
- Expo West (other)
- Fancy Food Show (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)
- [Advice Line with Kip Tindell of The Container Store](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-10-advice-line-with-kip-tindell-of-the-container-store) (How I Built This)
- [345 - Beyond the Dieline - The secret success behind Junebar! Tom Seymour and Keith McCullough](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-17-345-beyond-the-dieline-the-secret-success-behind-junebar-tom-seymour-and-keith-m) (People of Packaging)
- [197 - Circularity Day 2 recap with Cory Connors](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-06-08-197-circularity-day-2-recap-with-cory-connors) (People of Packaging)

## Citing this page

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