# Founder Feature: Daniele Orellana of MITTS

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-09-05
- Length: 27m
- Episode: 191
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-09-05-founder-feature-daniele-orellana-of-mitts
- Listen: https://share.transistor.fm/s/a2534e67

## Summary

Daniele Orellana, co-founder of MITTS, explains how the brand evolved from a niche solution for cleaning delicate Josephine Ut wine glasses into a versatile, aesthetically pleasing sponge for various non-dishwasher-safe kitchen tools. She details the manufacturing challenges of sourcing polyurethane production in China despite the desire for domestic manufacturing, and highlights the strategic advantage of a non-perishable product that avoids shelf-life pressures. Orellana also discusses balancing her full-time pediatric dentistry career with MITTS, leveraging her healthcare background to handle harsh feedback, and relying on the Startup CPG community for mentorship and early-stage guidance.

## Outline

1. Introduction: Daniele Orellana and the MITTS Origin Story
2. Product Design: The Mitt Shape and Ring Dish Utility
3. Market Evolution: From Wine Glasses to General Kitchen Use
4. Operational Balance: Healthcare Careers and Business Roles
5. Manufacturing Challenges: China Sourcing and Domestic Feasibility
6. Product Durability: Shelf Life and Material Longevity
7. Founder Advice: Feedback, Mentorship, and Community

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- MITTS (product)
- Josephine Ut (product)
- Le Creuset (product)
- WSET (other)
- Make Super Good (company)

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## Citing this page

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