The Startup CPG Podcast · 1 Apr 2025 · 56m · Episode 137
Tim Dornfeld, Director of Category Management at KeHE, explains that securing distribution is just the beginning of the work, requiring brands to be retail-ready and proactive in their sales efforts. He details KeHE's support structures, including the KeHE Elevate program, Trend Finder events, and the administrative allowance, which help emerging brands navigate costs and gain visibility. Dornfeld highlights current industry trends such as protein-packed products, non-alcoholic beverages, and global flavors, while emphasizing the importance of having a clear P&L and promotional strategy before approaching a national distributor.
early-stage companies and companies scaling up
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S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.
Bonobos co-founder Andy Dunn and host Guy Raz advise three early-stage founders: Michele Casentino of Top Banana, Alek Supak of Broda Beverage Company, and Sabrina Nass of House of Biscotti. Dunn critiques Top Banana's DTC pricing and influencer strategy, suggesting wholesale partnerships with brands like Caraway and Paris Hilton. He advises Broda Beverage to leverage its 'better-for-you' ingredients and Polish heritage to create a 'shot culture' in bars, while telling House of Biscotti to abandon DTC e-commerce in favor of competitive wholesale pricing at retailers like Whole Foods and Walmart.
Sir Kensington's co-founder Mark Ramadan joins Guy Raz to advise three early-stage founders on business challenges. He helps Pat of Dripsy LLC navigate the complexities of getting a single-product sink strainer into major retail chains, Lucas of Taco Shop on how to differentiate from an impending Chipotle competitor, and Beth Benneke of Busy Baby on managing cash flow and operational costs while scaling from DTC to mass retail.
Orgain founder and CEO Andrew Abraham joins Guy Raz to advise three early-stage founders on product positioning and growth. Bryn Snyder of Slate Electric Flosser discusses her $79.99 electric flosser and strategies for simplifying complex oral health benefits for consumers. Turner Lewis of 4 Craft Cocktails, a radiologist launching golf-inspired canned cocktails, seeks advice on scaling distribution and finding value-add investors. Catherine Smart of Not Just Co, a pasta sauce brand in 240 Target stores, asks how to secure seed funding despite investor skepticism about her $1 million sales run rate.
Guy Raz is joined by Daymond John, founder of the streetwear brand FUBU and a judge on Shark Tank, to answer calls from early-stage founders. Cristopher Navarro of Sabor a Mexico seeks advice on expanding his salsa brand from farmers markets to retail without losing margins. Darcy of Raised Nutrition asks whether to pivot his protein bar's messaging away from its jiu-jitsu origins as the customer base shifts to general health enthusiasts. Finally, Seema Sangavi of Cooks Who Feed wants strategies to increase B2B sales for her ethical kitchen linen company.
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