# #242 - KeHE Grocery Run Recap

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-03-31
- Length: 32m
- Episode: 282
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-31-242-kehe-grocery-run-recap
- Listen: https://share.transistor.fm/s/f24d7ddb

## Summary

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.

## Outline

1. Introduction: Startup CPG Grocery Run Recap
2. Guest Intros: Sourmilk, Honeymoon Chocolate, and Fave
3. Kiki Couchman on Trade Show Experience and Market Data
4. Cam Loyet on Honeymoon Chocolate and Product Strategy
5. Ryan Raish on Sprouts Commitment and Route to Market
6. Booth Setup Tips: Physical Hooks and Visuals
7. Buyer Engagement Strategies: Asking Questions vs. Pitching
8. Ryan Raish on Launching Fave and Personal Criteria
9. Conclusion: KeHE Onboarding and Future Opportunities

## Topics

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

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- KeHE (company)
- Sourmilk (product)
- Honeymoon Chocolate (company)
- Fave (company)
- Sprouts (company)
- Whole Foods (company)
- Expo West (other)
- Gelson's (company)
- Fresh Thyme (company)
- Erewhon (company)
- Advantage Solutions (company)
- FDM Sales Management (company)
- GreenSpoon Sales (company)
- Amelia Risk Insurance Brokers (company)
- Ignite Sales Service (company)

## Related episodes from other shows

- [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 Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [Advice Line with Susan Griffin-Black of EO Products](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-25-advice-line-with-susan-griffin-black-of-eo-products) (How I Built This)
- [096: How To Launch a Consumer Product at Trade Shows](https://hardwarepodcasts.com/podcast/product-startup/2021-10-06-096-how-to-launch-a-consumer-product-at-trade-shows) (Product Startup)

## 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/2026-03-31-242-kehe-grocery-run-recap. 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.