# Founders Feature: Heidi and William Schneiders of Tea Jams

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-01-23
- Length: 24m
- Episode: 249
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-23-founders-feature-heidi-and-william-schneiders-of-tea-jams
- Listen: https://share.transistor.fm/s/4acf8594

## Summary

Heidi and William Schneider, the husband-and-wife founders of Tea Jams, discuss building the world's first organic fruit jam infused with tea while working full-time jobs. They detail their transition from Earl Grey syrups to a six-line jam product with 40% less sugar, their handcrafted production of nearly 20,000 jars, and their strategy of leveraging relationships with established brands like Harney & Sons and Murray's Cheese to gain retail traction.

## Outline

1. Introduction and Product Overview
2. From Culinary School to Tea-Infused Syrups
3. Product Formulation and Ingredients
4. Collaborations and Community Building
5. Retail Strategy and Scaling Challenges

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

early-stage companies

## Mentioned

- Tea Jams (product)
- Harney & Sons (company)
- Murray's Cheese (company)
- Culinary Institute of America (other)
- Startup CPG (company)
- Shelfie (other)
- Baker Island Foods (company)
- Wild Orchid (company)
- Rossy T (company)
- Cafe Holly (company)
- Elixir (company)

## Related episodes from other shows

- [Numi Organic Tea: Reem Hassani and Ahmed Rahim](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-07-05-numi-organic-tea-reem-hassani-and-ahmed-rahim) (How I Built This)
- [Honest Tea: Seth Goldman](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-01-16-honest-tea-seth-goldman) (How I Built This)
- [Guayakí Yerba Mate: David Karr and Chris Mann](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann) (How I Built This)
- [How I Built Resilience: Kara Goldin of Hint](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-01-how-i-built-resilience-kara-goldin-of-hint) (How I Built This)
- [Happy Family Organics: Shazi Visram](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-20-happy-family-organics-shazi-visram) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-23-founders-feature-heidi-and-william-schneiders-of-tea-jams. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.