# #200 - Buyer Spotlight: The FruitGuys with Erik Muller and Daria Jackson

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-06-10
- Length: 55m
- Episode: 160
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-10-200-buyer-spotlight-the-fruitguys-with-erik-muller-and-daria-jackson
- Listen: https://share.transistor.fm/s/e3d81631

## Summary

Erik Muller and Daria Jackson of The FruitGuys discuss their 27-year journey as a B Corp delivering fresh fruit and clean-label snacks to offices and schools. Daria Jackson, the Snack Category Manager, explains her curation process for the CPG assortment, emphasizing protein trends, ingredient transparency, and sustainability. Erik Muller outlines the company's mission to nourish communities and regenerate the planet through its Community Fund and donation programs. They provide specific advice for emerging brands on pricing, packaging, and building transparent partnerships to get into the FruitGuys box.

## Outline

1. Introduction: The FruitGuys Mission and B Corp Model
2. Company Scale and Operations: 11 Facilities and 650k Servings
3. Snack Category Evolution: From Trail Mix to Curated CPG
4. Current Snacking Trends: Protein, Water Enhancement, and 'Food as Medicine'
5. Sustainability and Packaging: Recycling and Single-Serve Challenges
6. Assortment Strategy: Balancing Data, Mission, and Customer Feedback
7. Vendor Guidelines: Pricing, Size, and Logistics for Emerging Brands
8. How to Partner with FruitGuys: Contact Info and Trade Shows

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- The FruitGuys (company)
- Daybreak (company)
- Expo West (other)
- Fancy Foods (other)
- NAMA (other)
- Grocery Run (other)

## Related episodes from other shows

- [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 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)
- [Advice Line with Daymond John of FUBU](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-27-advice-line-with-daymond-john-of-fubu) (How I Built This)
- [Advice Line with Travis Boersma of Dutch Bros](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros) (How I Built This)
- [Advice Line with Tariq Farid of Edible Arrangements](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements) (How I Built This)

## Citing this page

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