The Startup CPG Podcast · 31 Mar 2026 · 32m · Episode 282
Kiki Couchman of Sourmilk, Cam Loyet of Honeymoon Chocolate, and Ryan Raish of Fave discuss their experiences as winners of Startup CPG's Grocery Run event at the KeHE Summer Show in Denver. They share how the event served as a low-pressure training ground for trade shows, provided qualitative market data for expansion, and led to significant distribution opportunities, including a verbal commitment from Sprouts for Fave. The founders offer specific advice on booth setup, using physical hooks to attract buyers, and asking for feedback rather than pitching to build relationships.
early-stage companies and companies scaling up
Other shows on the same ground, closest first.
S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.
Ben Goodwin, co-founder of the prebiotic soda brand Olipop, joins Guy Raz to answer calls from early-stage founders. Goodwin advises Darren Alpert of Gheelish on how to market ghee-based snacks by prioritizing taste over ingredient education, and helps Sarah Godfrey of Sarah's Gluten Free Goods navigate the scaling challenges of fresh, allergen-safe baked goods. He also counsels John Groner of the Bexley Natural Foods co-op on revitalizing sales through community engagement and curation rather than e-commerce.
Pete Maldonado, co-founder and co-CEO of Chomps, advises three founders on scaling their physical product businesses. He counsels Jennifer Ballin of Badass Bagels on navigating the complexities of CPG retail, including slotting fees and trade spend, while advising Brandi Shelton of Just Add Honey Tea Company to leverage its premium story and target Whole Foods before big-box retailers. Finally, he encourages Jake Meyer of Annie Alaska to prioritize direct-to-consumer sales through relentless door-knocking and authentic storytelling to build a stable customer base for his wild salmon business.
Susan Griffin-Black, co-founder of EO Products, joins host Guy Raz to advise three early-stage founders on scaling their physical product businesses. She helps Dr. Ruchi Gupta of Yobi navigate distribution channels for her probiotic skincare line, advises Peter Andrews of Culture Wine Company on expanding his South African wine brand amidst tariff challenges, and guides Dominic Wyndham Giddens of Cane Dog Coffee on international expansion from Barbados. Griffin-Black emphasizes the importance of local roots, storytelling, and leveraging relationships to build trust and scale effectively.
Jim Cermak, founder of Trade Show University, advises hardware startups on selecting and executing trade shows like CES and the National Hardware Show to secure buyer interest. He emphasizes the importance of defining specific metrics, such as qualified leads or scheduled demos, rather than just collecting business cards, and stresses the need for proactive staff engagement to capture attention in crowded exhibit halls. Cermak also highlights the value of competitive research by observing rival booths and tailoring messaging to focus on customer benefits, such as cost savings, rather than technical specifications.
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