# Founder Feature: Haylee Jordan and Tom Eddleston of FABRIC

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-10-17
- Length: 38m
- Episode: 206
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-17-founder-feature-haylee-jordan-and-tom-eddleston-of-fabric
- Listen: https://share.transistor.fm/s/ad55c880

## Summary

Haylee Jordan and Tom Eddleston, co-founders of FABRIC, discuss their rapid journey from concept to shelf in under a year, launching a THC-infused hop fizz with zero calories and zero sugar. They explain their strategic decision to incorporate purpose from day one by forming a Public Benefit Corporation and pursuing B Corp certification to protect their mission. The founders detail their product development, including the use of Australian botanicals like Galaxy hops, the creation of low-dose and CBG SKUs to mimic the beer experience, and their partnership with Protect Our Winters for social impact.

## Outline

1. Introduction and Brand Overview
2. Founders' Backgrounds and Origin Story
3. Brand Naming and Identity Strategy
4. Public Benefit Corporation and B Corp Certification
5. Protect Our Winters Partnership and CBG SKU
6. Regulatory Landscape and Colorado Launch Strategy
7. Product Formulation and Dose Strategy
8. Social Media Marketing and Brand Moat
9. Sustainability and Future Product Roadmap

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Policy, trade & tariffs](https://hardwarepodcasts.com/topic/policy-trade-and-tariffs)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- FABRIC (product)
- Protect Our Winters (company)
- Zero Proof Nation (company)
- Avalon Spirits (company)
- Clarity (product)
- Rhythm (product)
- Downtime (product)
- Galaxy hops (material)
- CBG (other)
- CBD (other)
- THC (other)
- Lion's Mane (material)
- Cordyceps (material)
- Altheanine (material)

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- [335 - How Wims! packaging helps people to snap, squeeze, and stir their way to health and joy](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-01-06-335-how-wims-packaging-helps-people-to-snap-squeeze-and-stir-their-way-to-health) (People of Packaging)
- [48 - Aimy Steadman, Co Founder and CGSDO at Future Proof](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-02-02-48-aimy-steadman-co-founder-and-cgsdo-at-future-proof) (People of Packaging)
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## Citing this page

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