# #223 - Startup CPG Innovation Sections at UNFI Selling Shows ft. Jubilee’s and Loopini Pizza

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-11-18
- Length: 42m
- Episode: 219
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-18-223-startup-cpg-innovation-sections-at-unfi-selling-shows-ft-jubilees-and-loopin
- Listen: https://share.transistor.fm/s/61691464

## Summary

Ashley Waldman of Jubilee’s and Damiano Messineo of Loopini Pizza discuss their success at the Startup CPG Innovation Sections at UNFI Selling Shows, where they secured major distribution deals. Waldman explains how her strategic focus on specific DCs and high-ROI stores led to opening 85+ doors, while Messineo details how the show facilitated an immediate Wegmans account and entry into the UNFI Up Next program. Both founders emphasize the importance of authentic founder presence, rigorous pitch preparation, and leveraging the community for feedback and support to achieve rapid scaling and product-market fit in the CPG space.

## Outline

1. Introduction: Startup CPG Innovation Sections at UNFI Selling Shows
2. Ashley Waldman and Jubilee’s: Product Strategy and DC Targeting
3. Damiano Messineo and Loopini Pizza: Reverse Engineering Nutrition and Retail Strategy
4. The UNFI Show Experience: Innovation Section vs. Traditional Booths
5. Jubilee’s Results: Door Count, DC Onboarding, and Community Connections
6. Loopini Pizza Results: Wegmans Deal and UNFI Up Next Program
7. Preparation Strategies: Pitching, Energy, and Operational Readiness
8. Keys to Success: Market Research, Community Learning, and Execution Speed

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- UNFI (company)
- Jubilee’s (product)
- Loopini Pizza (product)
- Wegmans (company)
- Whole Foods (company)
- Beverage Forum (other)
- Recoup (company)
- Epic Candy (company)
- Trader Joe's (company)
- Coca Cola (company)
- Kellogg's (company)
- Expo West (other)
- Fancy Food Show (other)
- TikTok (other)
- Instagram (other)
- LinkedIn (other)

## Related episodes from other shows

- [170 - Wipes and Weenus Wednesday w/Sean Riley and AJ Peek](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-11-30-170-wipes-and-weenus-wednesday-w-sean-riley-and-aj-peek) (People of Packaging)
- [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 Mark Ramadan of Sir Kensington's](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-27-advice-line-with-mark-ramadan-of-sir-kensingtons) (How I Built This)
- [Advice Line with Brett Schulman of CAVA](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-04-advice-line-with-brett-schulman-of-cava) (How I Built This)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-09-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams-2025) (How I Built This)

## Citing this page

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