Hardware Podcasts

Founder Feature: Sarah Hartmann of Vêsucré

The Startup CPG Podcast · 26 Sept 2025 · 33m · Episode 197

What this episode covers

Sarah Hartmann, founder of Vêsucré, explains how her zero-waste, plant-based frozen dessert brand scaled from a home kitchen to 450 stores across nine states, leveraging partnerships with Cornell’s Food Spark program and Wakefern Food Corp. She details the development of their clean-label 'plant de creme' formula using oat, sesame, and dates, and highlights their inclusive hiring model that employs a neurodiverse workforce. Hartmann also introduces The Makery, a new co-manufacturing and incubation hub in Oneonta, New York, designed to support other small food brands while providing employment opportunities for adults with intellectual or developmental disabilities.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Vêsucré, Wakefern Food Corp., The Makery, Shoprite, Fairway, Hannaford, Whole Foods, Day Out Snacks, Bertillon
Tools
RangeMe
Also
Cornell Food Spark, Springbrook Adult Day Hab

Related episodes from other shows

Other shows on the same ground, closest first.

  • People of Packaging · 37m

    244 - Jody Polishchuk from Sundays on how they made the first zero sugar creme cookie

    Jody Polishchuk, founder of Sundays, discusses his journey from previous CPG ventures like The Juice Box and Yuga to creating the first zero-sugar creme cookie. He details the extensive R&D process, which involved three co-packers and three R&D teams over three years and $100,000, to replicate the taste of an Oreo without sugar. Polishchuk also explains his strategic decision to launch with a strong, affordable brand identity designed by Christine Brown and Django Jim, rather than spending heavily on a traditional agency.

    Starting a product companyMaterials & manufacturing processes
    7 chapters

  • How I Built This · 56m

    nutpods: Madeline Haydon

    Madeline Haydon, founder of nut pods, explains how she grew a plant-based coffee creamer brand from a $30,000 Kickstarter into a national retailer staple before its acquisition by Emperor Rock. She details the technical challenges of creating a shelf-stable, unsweetened formula that wouldn't curdle in coffee, the pivot from single-serve pods to cartons based on Whole Foods feedback, and the strategic decision to launch on Amazon to build brand equity before entering retail. Haydon also discusses the difficulties of fundraising as a pregnant woman of color with no industry experience and the eventual sale of the company.

    Crowdfunding & preordersPricing, margins & unit economics
    7 chapters

  • How I Built This · 1h 17m

    Jovial Foods: Carla Bartolucci

    Carla Bartolucci, co-founder of Jovial Foods, explains how she pivoted from distributing Bionaturae pasta to launching her own brand after a contentious lawsuit and partnership breakdown. She details the discovery of Einkorn, an ancient wheat, as a solution for her daughter’s gluten sensitivities, and describes the labor-intensive process of sourcing seeds and developing recipes. Bartolucci also outlines her unconventional marketing strategy of hosting cooking retreats in Tuscany to build community and trust with gluten-free consumers, while maintaining strict control over growth to remain independently owned.

    Starting a product companyValidation & product-market fit
    11 chapters

  • How I Built This · 1h 12m

    Yasso: Amanda Klane and Drew Harrington

    Amanda Klane and Drew Harrington, co-founders of Yasso, explain how they defied industry experts to create a frozen Greek yogurt bar, navigating early recipe failures and manufacturing rejections to secure a trial run with Mr. Cookie Face. They detail the operational chaos of their early scaling, including a truck accident, packaging errors, and a near-disastrous wet check from Costco, while building a brand that eventually attracted competitors like Ben & Jerry's and Unilever. The founders discuss their strategic decision to prioritize taste and mainstream retail placement over niche diet trends, leading to profitability and a eventual acquisition by Unilever.

    Starting a product companyMaterials & manufacturing processes
    9 chapters

  • People of Packaging · 59m

    345 - Beyond the Dieline - The secret success behind Junebar! Tom Seymour and Keith McCullough

    Keith McCullough, founder of Junebar, explains his pivot from a 20-year career in video game development to creating high-fiber, plant-based snack bars. He details the product's formulation, focusing on clean ingredients and a 4-month refrigerated shelf life, and discusses the strategic importance of fiber in the current CPG landscape. McCullough shares critical advice for early-stage founders, emphasizing the need for small initial packaging orders, the benefits of co-packing, and the emotional resilience required to handle consumer feedback and imposter syndrome.

    Starting a product companyPackaging design
    6 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by The Startup CPG Podcast. The episode itself belongs to its publisher.