# Founder Feature: Lindsay Hancock of My Better Batch

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-02-27
- Length: 21m
- Episode: 266
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-27-founder-feature-lindsay-hancock-of-my-better-batch
- Listen: https://share.transistor.fm/s/24b61cc3

## Summary

Lindsay Hancock, founder of My Better Batch, explains how a career in food retail and manufacturing, culminating in a company sold to Kind Snacks, provided the foundation for her solopreneur venture. She details the rapid growth of her clean-label cookie mix, from shipping the first DTC order in April 2024 to securing national distribution in Target, Sprouts, and Thrive Market. Hancock highlights the operational challenges of preparing for trade shows, including baking thousands of cookies in an Airbnb, and the strategic value of the Startup CPG section at Expo West in securing the Target Accelerator program and major press coverage.

## Outline

1. Introduction: Lindsay Hancock and My Better Batch
2. Career Background and the Catalyst for Starting My Better Batch
3. Product Philosophy: Clean Label and Homemade Taste
4. Business Model: Solopreneurship and Fractional Teams
5. Distribution Journey: From DTC to National Retail
6. Expo West 2025: Baking Cookies in an Airbnb and Gaining Momentum
7. Target Accelerator and Major Press Wins
8. Strategy for Expo West 2026 and Dream Retailers
9. Advice for First-Time Exhibitors and Community Value

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies

## Mentioned

- My Better Batch (product)
- Kind Snacks (company)
- Target (company)
- Sprouts (company)
- Thrive Market (company)
- Lowe's Foods (company)
- The Fresh Market (company)
- Metropolitan Market (company)
- Wegmans (company)
- H-E-B (company)
- Good Housekeeping (other)
- Parade magazine (other)
- All Recipes (other)
- Expo West (other)
- Startup CPG (other)

## Related episodes from other shows

- [108 - Brodough.ca interview with Erika Rankin](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-02-23-108-brodough-ca-interview-with-erika-rankin) (People of Packaging)
- [MadeGood: Salma and Nima Fotovat Lost Their First Business. They Grew Their Next One Into a Snack Giant.](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-10-madegood-salma-and-nima-fotovat-lost-their-first-business-they-grew-their-next-o) (How I Built This)
- [013: From Kitchen to Amazon, Launching All-Natural Cake Mix for Dogs with Kelly Costello of Puppy Cake](https://hardwarepodcasts.com/podcast/product-startup/2016-07-26-013-from-kitchen-to-amazon-launching-all-natural-cake-mix-for-dogs-with-kelly-co) (Product Startup)
- [Live Episode! Milk Bar: Christina Tosi (2019)](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-10-25-live-episode-milk-bar-christina-tosi-2019) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (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/2026-02-27-founder-feature-lindsay-hancock-of-my-better-batch. 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.