Hardware Podcasts

Founder Feature: Sue Delegan and Kim Hehir of Brutus Bone Broth

The Startup CPG Podcast · 4 Jul 2025 · 39m · Episode 168

What this episode covers

Sue Delegan and Kim Hehir, co-founders of Brutus Bone Broth, detail their journey from home kitchens to national distribution in Target. They discuss navigating state-by-state pet food regulations, specifically the New York labeling dispute, and leveraging beta testing with Wegmans and Big Y to refine pricing and product positioning. The sisters explain their lean, scrappy financing strategy, including a friends-and-family round, and their aggressive negotiation tactics to secure retail partnerships while maintaining US-sourced ingredient quality. They also highlight recent innovations, such as powdered bone broth and functional goat milk, and their expansion into new retailers like Whole Foods and Sam's Club.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Wegmans, Big Y, Target, Whole Foods, Sam's Club
Products
Brutus Bone Broth
Tools
1Q
Also
Aafco

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